You're already an expert!
The dictionary definition of an expert is:
• adept: having or showing knowledge and skill and aptitude;
"adept in handicrafts"; "an adept juggler";
"an expert job"; "a good mechanic";
• a person with special knowledge or ability who performs
skillfully
Here's the situation. To build your business brand and your
personal brand, you need to be differentiated. Unique and
authentic. If you aren't creating a new widget or service, then
you're creating a new and better twist, on a widget or service.
Expertise in what you do, and what you make, is crucial today. So
even if you are THE best, the greatest widget maker out there, it
won't matter unless you have exposure.
In order to bring visibility to your product or service, you need
to become the undisputed expert in your field. Your field can be
your local community, your street, or Wall Street. It can be among
a select few; or the masses. But you need to be known. You need
visibility.
While I'm a huge believer in the power of the Internet and
social networking to spread the word about you and your business, I
also know television still plays a major role—and will, for at
least the next decade. Just ask my digital kid. Is it enough to
just watch video on YouTube? Nope. He's watching television,
too. That content isn't replaceable yet, it's just
streaming on more channels.
For example, my financial advisor, Chris Schumacher, knows how to
become an expert. He's a columnist for
TheStreet.com, and he's a published author. I like watching
him interviewed on television. It makes me feel like he knows what
he's doing. Even now. He's gone deep into his business
channel—financial planning—and made significant impact vertically
within the financial community media channels.
Even if your business is national, getting the attention of local
media with your expertise is the way to go. And shoot for
television. Local news needs you and your take on the industry you
serve. Take a look at what Barbara Corcoran has done
with her expertise. From New York City real estate agent to THE
real estate expert on The Today Show. Same with
Suze Orman
and Donny
Deutsche in advertising.
Take a look at your business space—and figure out your particular
expertise angle. What is the one topic everyone asks your opinion
about? It's about what an audience wants to know. Perfect your
elevator pitch. Next, add your unique spin. Now, tell the world
your story and start on your local news!
Do you have success
stories? Let us know!
For more advice on increasing your visibility, sign up for my tip of the week.
