Present yourself like an expert

The major reason that people want to do business with you is because of your expertise. That can be a difficult commodity to convey if you're working for yourself or for a small business. But when you're perceived as the expert on something that people want, it makes your marketing tasks so much easier. Here are a few tips on getting your expertise known.

Credentials, licenses, and awards
Be sure that you list them. If you can put those little letters after your name, do it. Think how much more impressive John Smith, DDS is as opposed to Mr. John Smith. If you meet with clients in your office, have your certificates framed and mounted on the walls. If you've won awards for your work, even if it's an honorable mention, make it known. Make mention of it in your newsletter or send a press release to the local paper.

Use case studies
People love to hear success stories, especially if they can see how it relates to their situation. The more case studies you tell - emphasizing the benefits to your clients - to more excited people will be to work with you. It will also get them talking about you and your services whenever they come across a friend with a similar problem. That's word-of-mouth advertising at its best. Again - dare I say it - your newsletter is the best vehicle for this. Surprise!

Offer a free report
Writing a report or guide based on your experience and then giving it away is one of the best ways to promote yourself. What better way to not only get the message across that you're an expert but also that you care about your clients than to give them a peek at some of the information for free. Are you asking yourself where you come up with that information for the report? Hello! You're writing articles for your newsletter, aren't you? Just pick a couple that revolve around the same theme and merge them into one report. Viola! Instant expertise.

Scan the press
Have you seen articles in your favorite trade magazine or even the newspaper that relate to your area of expertise? Clip them out and use them in conjunction with your own messages. It's indirect support. The more voices you add to your own, the stronger yours becomes.

Promote yourself as the expert
Don't wait for someone else to catch on. At the end of every article you write include an author's box with your contact information. These are always written in the third person (even though it's the author themselves that are writing them). What do I mean? Take a look at my own author's box at the bottom of this article. It sounds like someone else wrote it about me, doesn't it? Again, it's implied endorsement. It would sound pompous to say "I am the expert who wrote this wonderful stuff!". But if you say, "John Smith, respected and successful business guru . . ." it sounds like a third-party is testifying to your greatness. Remember to not lay it on too thick, please.

Keep track of your results
Statistical data is very respected in our society. Keep track of how you're doing. Think how powerful it would be if you could say, "80% of my clients achieved this or that." Or how about "9 our of 10 of my clients got such and such."? It's not that hard. Just keep track.

Write the book
We're all impressed with the expert that wrote the book on a particular topic. You be the expert. Pick a topic in your field and write an e-book and promote it on your site. Dare I once again point out that your newsletter articles are a great place to start?

Find your niche
A lot has been said about creating a niche for yourself in business. But it's really a great idea. Become a specialist. Think how impressive a brain surgeon is compared to a general practitioner.

Try out some of these ideas for promoting your expertise. Remember that it comes down to credibility. We have to treat ourselves as if we're worthy of respect if we want others to. So don't be shy about letting it be known that you are the expert. A word of warning: Be sure that you are an expert. If you haven't got the goods, no matter how much you promote it, it will be a lie. If you're just hoping to portray an image and you hope nobody will notice. You're heading for a big let down. Eventually, you'll have to deliver.