Being an Expert Can Be Dangerous to Your Messaging

While it’s not particularly flattering to admit, we all tend to seek approval from others. Being an expert in a particular niche, that sort of confirmation will most commonly come from others in your field. OK, so?

It should come as no surprise then that those with similar interests find comfort and support by associating with each other. Educators tend to associate with educators; online coaches tend to hang together; website designers and marketers are often most comfortable with others of a like mind. Whole industries can become exclusive and the subjects of discussion among experts climb to higher and higher levels.

In fact, this is the very reason industry-related associations exist.

The danger with such insular relationships is two-fold: first, that our view of the world can become dangerously narrow, and second, that we may forget who butters our bread – those with less knowledge.

Why Messaging is So Critical to Online Marketing Success

Receiving support from other experts is rewarding but, what happens when you're thrown together with a group of laypeople – or just one, a potential client?

Both clients and prospects will commonly voice a desire but, because they lack the base of knowledge to make it happen, they search for an expert. In the “information age,” they’ll jump online to search for solutions but will surely need more.

That is where you come in. And, that is where your experience, your respect for them, and their efforts to learn, will enable you to deliver a message that will resonate with them – and help you close more clients.

While you obviously can’t “know too much” about your area of expertise, you must always be mindful that most of your clients and prospects will know far less. It’s your job to help them learn what they need to make an informed buying decision.

When you're able to use being an expert to help them, the fact that you're the one who did so should take care of the rest. (That is, closing the sale.)

Need Help with Your Messaging?

If you need help transitioning from being an expert designer to being someone who can clearly articulate your marketing message, Ted may be able to help as an expert in business consulting to the trade. To find out more… Contact TD Fall today.