Notes

HOW EXACTLY TO Demonstrate Trust And Credibility RUNNING A BUSINESS And Position Yourself BEING AN Expert
In business, I truly believe it is the perception that matters most: it's one thing to state you are an expert in your field, an authority, an expert; however it is far more vital that you demonstrate and articulate this. For instance, if I was to, say, visit your website; is it clear that you know your industry, sector or niche? Perception is reality. Or to become more exact, perception in the eyes of one's prospect is reality.

You will always be judged first hand on what you present you to ultimately your audience. From your own business cards, to your website, to the method that you dress, from the language you use. Even down to the price you charge. Your prospect will always make assumptions, and for that reason that is why how you are perceived is indeed critical to your success.

So let's now explore some methods to portray yourself as an expert in your industry, sector or niche.

Firstly I'd urge anyone, in virtually any industry to get into the habit of writing. Or even more importantly to create and discuss your take on a specific issue or challenge that your prospect faces.

We all like to deal with experts in our industry, and therefore when you can into the habit of authoring specific reports, guides, whitepapers etc you then will be way ahead of the competition.

The emphasis here's to write about a topic your prospect is interested in. Let's take a very easy example. Say you're an accountant seeking to posture yourself as an expert in your field. You would avoid dry subjects such as for example Corporation tax, VAT etc, however you might want to discuss the 10 techniques your clients could decrease their tax bill. Same information, only articulated so that this means something to your audience.

I would also go one step further. Try to avoid a one or two page list of guidelines, but produce material of stand-alone value i.e. light on the sales page, but heavy on education. I'm an enormous believer in the idea of 'educating first, sell second'. In fact by educating your audience you automatically position yourself as a credible authority and thereby sell your company. There is a computerized association with you, from the breadth and depth of knowledge provided.

So to begin with choose a topic you know would appeal to your potential client. If you are stuck for ideas look at your industry press, look at what the commentators say; visit their blogs, or websites. What themes keep approaching? Or what currently in your sector may be the hot topic for debate?

Or idea might be to re-purpose or re-fashion some material which you have already out together. For instance, would you fashion together a written report or guide from some articles you'd written in the past. Or if you give a newsletter could you collate these as a series and produce a short guide or report.

The key here's to provide some type of education to your audience.

If you are still struggling for ideas, then do this. Take a subject material you know will resonate together with your audience. Then give this topic a number i.e. "The 5 Ways To Overcome..." or "The 7 Challenges Faced By Every..." or "The 5 Secrets THAT EACH XXX OUGHT TO KNOW...". You not only have a compelling title, you also have (in this example) five sub topics to build up and discuss.

Writing shouldn't be seen as something that you almost have to force you to ultimately d, but viewed as something that can be an important section of your positioning arsenal.

Okay, now for the best positioning tool. Write a book. Yes, to be able to be seen being an ultimate expert in your field, then write that book! Now this doesn't mean you must take half a year out to write a 300 page tome. But even a 50-100 page, bound, guide offer a mountain of credibility. When you say you are an author, you will always assume a computerized authority.

Now let me be clear, you won't get rich writing a book. Well, it could be great in the event that you did - however this is not the purpose. It's the perception being an author of a book gives you. There are hundreds upon hundreds of business books published each year, and I guarantee this; whilst they don't all become big sellers, the authors will all be regarded as experts within their field.

Similarly, excel courses don't have to find a publisher. When you have written your manuscript get it self-published, or look for a company that may print on demand. Again, I don't anticipate that you will make a fortune from this, but you will from the credibility you get. It did wonders for my client, and if you put in enough time, effort and energy as she did, then it'll do wonders for you.

I touched upon this briefly earlier, but additionally look for ways in which you can demonstrate your expertise through different mediums. That is also important, as different mediums might appeal more to different sectors of the marketplace. For example, could you record a short audio on a subject that would interest your industry. Or, maybe you could record yourself being interviewed. Then you could use this interview as a lead-generation tool.

Similarly, perhaps you could video yourself giving a presentation, or record yourself delivering some training. Again, none of the has to be costly. With vast advances in technology, you don't need to spend a small fortune achieving this, and nor do you wish to.

Consider I visit your website and I can download a short guide, or series of guides. There is more info have recorded that discusses means of overcoming a few of the key challenges your prospect faces. Again, as a visitor I might definitely not read, download or listen to everything, however it's the perception that you demonstrate. Compare this to a 'traditional' website in your field, that is simply full of copy focused on you as well as your business. Which of the two examples, clearly demonstrates expert status, and so who do you think I'm more prone to wish to accomplish business with?

Andrew Ludlam are the owners of Maverick Marketing Consultancy, and is recognised as a respected expert on advanced marketing strategy and tactics. As a marketing consultant, trainer and author, he has advised many hundreds of business owners one-to-one, and much more have attended his private training programmes. Andrew also publishes a fortnightly newsletter which includes some 2,000 subscribers.
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