So this is gonna be super quick. What I want to give to you today is this: no matter what it is you’re doing and whether you’ve already got your business or you’re only thinking about starting it, position yourself as the expert. And this isn’t a “want to,” it’s a “have to.” Decide on that one thing you’re going to be best at. Not seven things, not three, one.
Now, that doesn’t mean that you can’t say, “I want to make snarfblats and dinglehoppers” (Disney fans, you’re welcome). You can totally make snarfblats and dinglehoppers. But maybe you only make them for stay-at-home moms who need a way to create quick and fun family-sized meals. You’re the expert in that one thing.
For me, I don’t just do one thing. I don’t deliver only one type of service. I do strategy and brand + web design and copywriting. However, I am the expert in creating badass brands for mission-driven entrepreneurs who want to increase their income AND impact by identifying what makes them unique so they can stand out. And guess what? I can do things outside my self proclaimed expertise. I still work with new businesses, and I will occasionally design “just a logo” or custom stationery for the right client. But as far as how I market and position myself, it’s uber specific. If we try to say we’re the expert in everything, then we’re really an expert at nothing and, ultimately, your audience will see through that.
So here’s your homework: Think about the thing you know you can be the best at, and then remember how to talk about how you’re doing that thing differently than anyone else. Remember, we always want to talk about how it’s different, not necessarily better. Position yourself as the expert. Don’t forget, it’s not just about the thing you do, it’s about the problem you solve. That’s your real expertise. What is that ONE thing you feel like your brand exists to do? What’s the ONE thing you’re best at? Where are you THE expert? What problem do you solve, and how do you do it differently?
All right, friends, Happy Tuesday, and I will see you next week.
