Thursday, December 10, 2009

Power Marketing Tip 28: Be seen as the expert

Power Marketing Tip 28:

Be recognized as the expert

Experts are perceived to be more valuable than generalists. A heart surgeon makes more money than a GP. When you are recognized as an expert - clients will brag about you, prospects will buy more readily and your business will be more profitable.

What is the first step?

Decide on your area of expertise. The more specific you are, the easier it is to establish and leverage your expertise. Who looks more like an expert to you - the small business accountant or the accountant who specializes in working with fast food franchise owners?

How do you project the image of an expert?

Use these techniques to build and enhance your image as an expert.

Provide information
Be the source of relevant and valuable information on the topic. The information could be tips, emerging trends, product reviews, industry news or commentary. You could deliver this information in one or more of several ways - write and publish articles, write a blog, conduct seminars, answer questions, publish surveys.

Appear in the media
Folks believe that you are the expert when the media calls you one. If you are providing the above information to the market be sure to also send it to the media. Topical and controversial blog posts are particularly good at grabbing media attention. Do everything you can to get the media to interview you. When they call - talk to them. (More on this in a future tip.)

Flaunt your awards
Let the world know about your designations, certifications and honorable mentions. The courses you completed, plaques you received and trophies collecting dust could be symbols of your expertise. This is not the time to be shy. Be humble but not shy.

Associate with other experts
When you are seen to associate with other experts folks will assume that you are of the same ilk - even if those experts are from other fields.

Be an eager student of your craft
If you want to be seen as an expert be sure to keep learning. Never fool yourself and try to pretend that you know everything. Real experts are continuous learners and they are proud of that. Question your own beliefs, update your knowledge, and hone your skills.

George Torok
Power Marketing

PS: Tell me how this marketing tip helps you.

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Anonymous said...

Hello George,

I want to ask you a question. Maybe this is not the right place to ask, but this issue has troubling me for some time now, and I don't seem to gettting a clear answer. I have been thinking of studying marketing for some time now. I have already a degree and a master in Information Systems. However, as long as I remember myself into the acsdemic world, all of my professors and collegues (except of marketeers of course) were saying that studying marketing is easy. And that it is easy to do marketing in general.
I am wondering why on earth everybody says that??? Do you have an explanation and refutation?? On which level it is easy (if it is) and on which it isn't??

Thank you

George Torok said...

Hi Anon,
An interesting question. There is probably no right answer to the question, "Is marketing hard or easy?"

I offer you my thoughts on that question.

I think the question for you is "Do you really want to study marketing and why?"

Hard or easy will be irrelevant if you know why you want to learn marketing.

Did you study information systems because it was easy?

I suggest that you are prouder of the difficult things you have done.

To give yourself a better understanding about marketing - ask some successful marketers about their challenges, mistakes and triumphs.

Good luck.
George Torok