How do I position myself as an expert in my field? How do I create content that makes me stand out from the crowd? How do I make sales using my content?
You’ve probably asked yourself these questions during your time as a business owner. (I know I have!) And the simple answer to each of these questions… It’s all about your messaging.
Messaging is Key to Your Success
As service providers, we know that what we have to offer is beyond beneficial and we want others to see that. So we start marketing the heck out of our services – Instagram, Facebook, email, blogs, ads… but what good is it going to do if others don’t understand the value you offer?
So how do you position yourself as an expert and show others the value you can offer them? Keep your message clear, consistent, and obvious.
Having clear, consistent, and obvious messaging allows you to book clients and make sales easier.
When someone reads a piece of your content, will they understand who you are, what you do, and how you help your clients? Or will they be left wondering what in the world you can actually do for them?
This is why messaging is key to your success. You have to clearly show your reader who you are, what you do, and how you can help them. If any one of those elements is missing (or just isn’t clear enough), you risk losing the reader to the next service provider offering the same service as you.
Confusing Content Gets Lost, So Keep It Clear
I recently got an email from someone whose email list I signed up for. I was so confused when I read this email, I had no idea what this person was offering, what type of business she was in, or what she was able to do for me. The basis of the email was about transforming your business to deliver an amazing client experience. As you can imagine, that could be covered under a number of services, niches, and tools. So rather than going to her website and clicking around to learn more, I just read the email and moved on.
Specifics create new leads and sell services. Generalizations get lost in the sea of content.
Let’s be honest. As a business owner, you’re probably signed up for so many email lists that you don’t even remember whose emails you signed up for. (I know I’m guilty of that!) So when you start to get emails from that person, you might not remember who they are or what they offer. Your readers are probably in the same boat! If you speak generally rather than using specifics, your email will likely get sent to their trash or simply get lost in the sea of content they consume each day. So it’s your job to be crystal clear to remind them of who you are, the business you’re in, and what you can do for them.
Each piece of content you create – whether that’s an email, social media post, blog, ad, or any other form of content – should clearly articulate what it is you want the reader to take away from it. You don’t need to introduce yourself, give the “I Help” statement, and sales CTA every time.
You do need your content to stay on brand, on topic, and intentionally move your reader through your customer journey. When your content is consistent with your content strategy (meaning it falls within your content pillars and touches on the problem you solve), you’re better able to establish yourself as the expert and nurture the relationship you have with someone.
4 Ways to Position Yourself as an Expert
Here are four practical tips to create content that establishes yourself as the go-to service provider in your niche:
1. Be specific in what you do and how you do it.
Clearly define your offer, service, and working process. Everyone may know you’re a social media manager, but don’t shy away from referencing this in your content!
2. Talk about how you’re able to give them the transformation.
Done-for-you services are obviously a very different experience than coaching or teaching. Clearly articulating how one experiences the transformation allows the reader to understand what their part needs to be in the process and what kind of commitment they’re in for.
3. Clearly state what the offer is and how someone can work with you.
Keep it simple and break it down for the reader. Don’t assume they know the details of your offer because you talked about it in a previous post, email, or podcast. Treat each piece of content as if that’s the first piece of content anyone has seen of yours. Give your reader direction on where they can find more information on the service/offer you’re pitching. And be clear on the action you want them to take, whether it’s clicking a link in your bio, sending you a DM, or replying to an email.
4. Address their specific struggles and desires.
This is really important because it lets the reader know you see and understand them. You want someone thinking, “Yes! She knows exactly what I’m struggling with. She gets me!” Then they’ll have more trust that you can get them the outcome they’re looking for.
It may seem obvious, but it’s not always easy.
“Will whoever’s reading this know exactly what I do and what I offer?”
Regardless of how well you think you’re doing, I would encourage you to audit your content anyways. Create a task, sub task, or sticky note to ask yourself this question whenever you create a new piece of content (email, social media post, ad, blog, whatever it may be).
This is all part of your content and messaging strategy. If this feels challenging, you’re not alone. It’s something I struggled with for a LONG time and still do from time to time. It’s not about creating the perfect piece of content, but continuously improving your process and periodically auditing your work.
If you’re ready to nail down your messaging and position yourself as the expert you are, then download my free messaging workbook. After nailing down your messaging, you’ll be ready to confidently create content that generates leads and keeps your audience coming back for more.