This post is part of the “Differentiate or Die” Series…
- Get Ready!
Are you ready to assume the role of the obvious industry expert? Visualize yourself for a moment in your minds eye being in that role. What exactly does it look like? Got that picture in your mind? Now look the part! Sound the part! And BE the part! Talk the talk and walk the walk so to speak!Additionally, study existing experts and model their characteristics that you admire. Hang around with experts. Remember, you are the average of the 5 people that you spend the most time with, so make those 5 really count.
- Get Seen!
Did you ever hear the old cliché “a picture is worth a thousand words”? Well for the purposes of this discussion, it is so true! We are very visual by nature. Just look at the amount of television people watch on average every day – we simply thrive on visual stimulation.So with that in mind, find ways to get in front of your target market whenever possible. Not just physically as in in-person seminars, meetings, or other gatherings but, virtually as well – especially virtually. Find ways to get on television. Regardless of whether through commercials, talk shows, or on the news as a subject matter expert, people tend to believe what they see.For those of us who may have difficulty getting on television, today’s technology teamed with the power of the Internet makes using video even more powerful and possible for everyone. How you ask? Learn to use streaming video on your web site or better yet, deliver it directly to your target market’s inbox via email. The uses for streaming video are endless.
- I highly recommend you explore this one further however, here are a few suggestions to intrigue you:
- Create webinars – record it once and deliver it on demand – over and over again.
- Deliver video postcards via email.
- Develop information products that can be promoted and sold all over the Internet.
- Get Heard!
Next to video, audio is the next best thing. Speak to anyone willing listen. Get your message out there. How do you get your voice out there as a perceived expert? Well here are a few ideas:
- Land radio interviews as a subject matter expert or better yet create your own radio show on the Internet.
- Use technologies such as podcasting to deliver your message – subscribers can now listen to your podcast via their PC or other portable audio device such as an iPod at their convenience.
- Conduct teleseminars posing you as a subject matter expert.
- Get Read!
Whether through writing books and articles or getting coverage by the press, learn to leverage the power of the written word. People tend to believe what they read and typically attach instant credibility to authors.Keep in mind that when you tell someone you’re an expert, they take it with a grain of salt. However, when a third party such as a respected publication says the same, it holds much more weight and adds instant credibility to you.
- Get Discussed!
Findways to maintain top-of-mind awareness with your target market. Continually stir the pot and create a buzz about you. Repeatedly “wow” them and create a stampede of raving fans. Get the press on board! They have the power to instill significant influence over their audience – essentially they have the power to turn you into a “rock star” overnight.
So in closing, the bottom line is to position yourself as the obvious expert and make your target market feel that they would have to be crazy to do business with anyone but you!
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