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Being perceived as an expert - especially online, is normally based on a bunch of subjective, biased, far-from-scientific factors:

Take me for example:

  • Maybe my About info inspires confidence
  • Maybe the proposition on my Home page is compelling
  • Maybe the way I write feels ‘experty’ to you
  • Maybe (most likely) you’ve seen my photo and figure there’s no way he’s getting by on looks alone.

Whatever it is, all these things are indicators, not proof – of expertise.

Expert positioning of you and your business has less to do with what you know and more to do with your perceived authority.

In business, experts are the people who ‘look and sound like’ experts….. and given that experts can charge higher fees, attract better clients and benefit in any number of other ways, this highlights the importance of taking a few steps regarding your online marketing:

1. Remove the red flags

A website that looks like it was built by your nephew in 2005. Google My Business and social media profiles with no photos and few contacts or reviews. A blog where the last post was published pre-Covid.

All that stuff is getting in your ‘experty’ way. So it would be ideal to fix them.

2. Grow an opinion or two

Experts have strongly held beliefs – they believe in things, and they’re not afraid to share them.
Does that mean some people will disagree with you?…. sure!

But it’s either that or fall back into the pack with all the other equally hard- working, equally capable, equally experienced people in your field.

3. Don’t hedge

Having opinions is important. How you express them matters too. I’m not suggesting you become arrogant or closed-minded – but I’m suggesting that you speak and write with confidence.

Remember, if what you’re selling is advice, your clients want to believe that you know what you’re talking about i.e. nobody likes a wishy-washy brain surgeon.

Here’s the bottom line

As a perfectly capable and qualified professional service provider….. if there’s something holding back your perceived authority online – and therefore ability to attract ideal clients…. it’s not because of your intelligence, capabilities or experience – as you probably have no problems there….

…more likely, the limiting factor is that your content needs to provide useful information, wrapped inside a friendly authentic voice.

Some content suggestions, that will assist with being perceived as an expert – so that you gain authority:

  • Case studies and testimonials based on your successful quality of work and care factor
  • Teach what you know – provide useful information about what you specialist in – multimedia (text, images, video) blog posts, and (landing) pages for Ads
  • Podcast – interviews, which are broadcast as audio, with video used in blog posts and your YouTube channel
  • Use the blog posts as the basis of content for a book – for giving away to prospects, as a lead magnet for opt-in to emails or membership, and to sell

Obviously we can help with creating any of this content – or show you how to do it….

Expertise is what gets the job done. Authority is what gets you the job! 

Expertise is what gets the job done. Authority is what gets you the job! 

Expertise is what gets the job done. Authority is what gets you the job! 

Expertise is what gets the job done. Authority is what gets you the job! 

Expertise is what gets the job done. Authority is what gets you the job!