I hope you got something from our last conversation about performing file autopsies – it really can help you build a better, more profitable practice. Here is a piece about becoming an expert in your field that I think you will find useful.
And if you’re new here, welcome aboard. This is what we do!
We are living on the edge of uncertainty. Why? Because our clients can come from anywhere in the country, or the world for that matter. The same with our competition. How do we adapt?
I think y’all know one of the things I believe in is the need to specialize in our profession … specialization that draws on the training and common sense we accumulated when we practiced as generalists.
But how do we get there from here? How do we get clients in the niche we want to specialize in while we are learning the specialty? How do we get to be seen as an expert when we’re not (yet)?
A recent (and short) HBR article by Dorie Clark provides some answers. Here is my summary of what she said.
#1 – Borrow other’s expertise. “If you’re a thoughtful curator of the best ideas in your field, even if you’re not developing them yourself, others will start turning to you for guidance.” Note: the example given about Malcolm Gladwell is interesting – he’s not breaking new ground, per se, he’s synthesizing the original research of others … and look where that’s gotten him!
#2 – Be strategic about how and where you’re applying your persuasion techniques. If you can’t reach particular clients directly, influence the people who influence your prospects. Note: participating in LinkedIn groups relevant to your niche could be extremely helpful here.
#3 – Start becoming the expert you want to be now. Dorie says “[c]reating original content is the single most effective way to develop an expert reputation” and that “blogging is a good bet for most professionals.” Note: content marketing is one of the key modules I discuss in my coaching programs.
What do you think? Got any ideas to add? Let me know!
Becoming an expert isn’t easy. If it were, everyone else would be doing it. But becoming an expert helps your prospects separate the wheat from the chaff … and allows you to charge higher fees (because you’re the expert). Isn’t that worth the effort?
In real life
There is an interesting backstory to Dorie Clark. She and her new book, Reinventing You: Define Your Brand, Imagine Your Future has been featured on many podcasts in the past few months.
Click this link to get the book’s accompanying free 42-page “Stand Out” workbook and this link to listen to one of Dorie’s better interviews.
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