Your Audience Deserves to Know What Kind of Expert You Are.
Last week, I spoke about the role of content.
Simplified, as I like to keep things simple and actionable in The Creator Academy.
In this article, I’d like to expand on this beautiful topic.
I’ll share the 5-step process I used many times to position my client as the expert they are.
At the end of this article, you know exactly where in the process you currently are and which steps you can take to go to the next level.
It’s a pretty linear process. Contrary to most other things in the creative industry.
Unfortunately, so many experts quickly become overwhelmed.
The reason is simple.
They try to do everything at once…
Just because other people have it figured out and can “focus” on a few things at the same time, that doesn’t mean you should do everything at once, too.
Other reasons people don't learn how to position themselves as the experts they are.
- They don’t understand the problem they solve
- They speak to the wrong people
- They focus on a nice-to-solve problem
- They leave out the desired end result
- They forget to showcase their expertise properly
Finally, give the reader a sentence of hope: you're going to explain to them how they can overcome all these problems you just laid out!
Here's how to step by step:
Step 1: Define WHO you want to help
Picking the right person to serve has the biggest impact on the money you make down the line.
You and I can solve the same problem and have the same offer...
But, if I talk to someone with a $25k budget, and you talk with someone with a $100 budget.
Guess who's able to charge more $$$?
Alex Hormozi said it best here:
Important to understand:
The more generic you stay, the more response (likes/engagement/leads) you get.
Yet, the quality might suck.
The more specific you go, the less response you may get, but the higher the quality.
A great marketer knows when to write for claps, and when for conversions.
Generic (high engagement - low conversion)
Specific (medium engagement - high conversion)
Step 2: Address the problem your ideal client faces
This is another crucial step (spoiler: they’re all crucial)
You attract the right people to help by speaking about the problems they face.
Let me give you an example:
If you struggle with knee pain, you are more receptive to an ad that promises you a solution.
If the messaging is right and your pain is big enough, you’ll take action (buy the solution, plan a call, whatsoever)
That's exactly the way how you should view your content:
This can be done in the following two ways:
- An observation of what you see online
- Your own frustration/pain/hardship
Step 3: Agitate the pain your ideal client feels
I get it.
You don't want to be seen as a mean person.
So, you stay away from amplifying the pain your ideal client feels.
As a result, your ideal clients aren't really motivated to take action.
Compare that to the person who's willing to put their ideal client through a temporary discomfort, all in the name of the bigger picture.
Hear me out here...
The reason you want to amplify the pain is that you want to distinguish the pain your audience feels.
There's a big difference between a “must-solve” or a “nice-to-solve" pain.
The former moves someone into action, the latter keeps someone sitting on the couch and wishing for a better outcome.
Again, you want to sell a painkiller, not a multivitamin.
Building a personal brand that generates leads through LinkedIn is a must-have for an independent coach or a consultant...
But, it's a nice-to-have for a C-executive with a good salary and great perks (aka sitting cozy).
Who would be more motivated to work with you and do the hard work?
You want to sell a painkiller, not a multivitamin.
Onto the next step.
Step 4: Paint their ideal future
After some "negativity", it's time to tap into positivity.
In this phase, you want to tell your ideal client how good life can be once they’re done working with you.
You want to be as specific as possible here:
- How does it feel?
- How does it look?
- What does it taste it?
- What does it smell like?
(note: not all are applicable every time)
I know how it looks for my clients:
They wake up to an inbox filled with quality leads. Ready to start working with them.
Having a hard time keeping up with the inbound.
Feeling overwhelmed by the demand they're getting.
I know how compelling that sounds to the right people.
Step 5: Showcase your expertise
At this point, you've got your ideal client interested in what you have to offer.
But, there's still a hurdle to overcome.
As your ideal client sees your content, browses through your personal profile, and perhaps even looks at booking a discovery call with you.
There's still one big question lingering in the back of their mind:
“Why should I listen to you?"
So, you have to convince them.
With every piece of content your ideal client sees from you, they challenge your expertise, credibility, and authority.
That's why you want to showcase your expertise here:
This can be done through:
- "Here's a result I booked for XX"
- "Here's how we solved problem XX"
- A case study.
I know it's a lot, but to position yourself as the expert you are, you want to do the following:
- Define your WHO
- Address their problem
- Agitate the pain they feel
- Paint their ideal future
- Showcase your expertise
Allright friend, I wish you'all a great weekend and holiday season.
We chat next week.
Your Personal Creator Guide,
Also: when you're ready, here are four ways I can help you...
- Get the FREE Content Management System.
More clarity, more focus, and better performing content. Click here.
- Find high-quality connections to grow a valuable network on LinkedIn.
Get access to the 5-step strategy. Click here.
- Unlock the LinkedIn Growth System.
Learn LinkedIn in less than 3 hours. Click here.
- Accelerate your LinkedIn Profile.
Transform your LinkedIn Profile into a Lead Generator. Click here.