NOTE: This post is part of the 4-Part "Differentiate or Die" Series...
➊ Get Ready!
Are you ready to assume the role of the obvious industry expert?
Visualize yourself for a moment in your mind’s eye being in that role.
What exactly does it look like?
Have you got that picture in your mind?
Now, LOOK that part… SOUND that part… and BE that part!
Talk the talk and walk the walk, so to speak!
Additionally, study existing experts and model the characteristics that you admire.
Hang around with experts.
Remember, you are the average of the five people you spend the most time with, so make those five count.
➋ Get Seen!
Did you ever hear the old cliché “a picture is worth a thousand words”? Well, for this discussion, it is so true!
We are very visual by nature. Look at the amount of television people watch on average every day – we 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 – especially virtually.
Find ways to get on television. 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 website or 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 them once and deliver them on demand – repeatedly.
- Deliver video postcards via email.
- Develop information products that can be promoted and sold all over the Internet.
➌ Get Heard!
Next to video, audio is the next best thing.
Speak to anyone willing to 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 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 devices such as an iPod at their convenience.
- Conduct teleseminars posing you as a subject matter expert.
➍ Get Read!
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 industry 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.
➎ Get Discussed!
Find ways 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.
Then, 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.
The bottom line…
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!