It is not enough to post on social media, create a website, and hold a masterclass to have real influence and position yourself as an expert.
What does it take? It takes the right message for the right people, your ideal clients. In Calling Clarity, we call this Valuable Content. By using Valuable Content, you are strategic about how you show up. The content creates momentum for your potential clients to see you as their solution and to follow the steps to become your client.
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Two things you need to position yourself as an expert
Your ideal clients are out there right now waiting to hear your message.
But what happens most of the time is your message gets lost in a sea of sameness, and you find it hard to stand out and show your expertise.
To position yourself as the expert, you need to know two things.
- Who are you serving and,
- How you are serving them
Now, this might seem like an easy task. But let me assure you, it takes more digging than you think.
When you first did your Ideal Client exercise, I imagine you dug down into the demographics and psychographics of who they were. So often, our ideal clients are very much like us with similar experiences, and that’s why we feel compelled to or ‘led to’ help them.
And let’s face it, knowing how to position yourself as the go-to person can be challenging if you are in an industry competing with many others. This is where knowing HOW you are serving your ideal clients comes into play.
Why you need to get specific
You do not need to be the answer for everyone in all the areas where you see they have problems.
Think. . . one specific person, at one specific place, seeking one specific transformation and meet them there.
The WHO you are serving and how you serve them gets simplified, so your message is amplified.
I’ve been working with my client Kheri recently on doing this very thing. When she started to dig down into her ideal client, she saw them very much like herself, a mother who wants better communication with her children.
She began creating content around all the issues a mom or parent has with their children that create chaos in the household. That’s a lot of topics! After she worked on this exercise of one client, one place, one transformation, she simplified it to Mothers (biological, step-, foster) who are having a hard time getting their kids to listen and do as they are told. These mothers want strategies and tools to have a home that promotes cooperation and is more peaceful.
Kheri positioned herself as the expert in one specific area. Getting specific allows her to be clear in her messaging, posts, and website. In addition, it will enable her to deeply dive into one topic and meet her ideal clients exactly where they are right now to help them with the one specific problem they are experiencing. And, guess what, they hear her as the expert.
Position yourself as an expert by creating expert content
Only after you know who you serve and how you help them can you create the correct messaging, the Valuable Content.
Valuable content informs potential clients who you are and what you do. Because you are sharing your expertise it inspires them to want to know more. By connecting with them through real stories they are motivated to engage with you as the expert.
Four components of valuable content
Let’s go through these four components of Valuable Content with some examples of what it means.
1. Valuable content informs
It tells your potential clients who you are and what you do. This seems basic, I know, but you would be surprised how many entrepreneurs put out ‘inspirational’ content and forget to talk about the specifics of their business. 😊
It also needs to include WHY you are the expert in this area. This means saying things like:
- “Working with (x) number of clients.”
- “in my (x) number of years working with/helping clients.”
- “hearing from my clients over and over.”
It can also include testimonials you have from clients.
Don’t forget to state any credentials you have and mention your method or process because this is your intellectual property and appeals to your ideal clients. And include lessons that you have learned.
Now, I am not saying all this goes into one piece of Valuable Content. Instead, choose the pieces that fit any particular post.
2. Valuable content inspires
Inspiring potential clients with Valuable Content means you want them to say, “Hey, me too!” Or “Wow, I need this.” In addition, you inspire them to want to know more by giving tips and strategies for the problem you solve and how you solve it.
I call this giving them things from the front yard. This is all your free content: Posts, Lead Magnets, LIVES, Masterclasses, and maybe even a YouTube video. You want to make them feel that the content you are giving them is so good they can’t imagine what you have in the backyard that is even better (because that’s the paid part of your program).
3. Valuable content connects
You connect to your potential ideal clients by telling stories. Let them know you understand what they are going through because you have either been through it yourself or have helped other clients through it. So you ‘get’ where they are on their journey.
Your messaging is their very own words spoken back to them. So you must connect with your words the very things they are thinking. In Calling Clarity, we help you find those words through potential client interviews.
It is all about building relationships with people online. These can be questions you have so someone can join your Facebook group. Use messenger to have a more private conversation than you can have in the feed. This is how you know what they are thinking and can use it in your Valuable Content.
4. Valuable content motivates
It must motivate them to do something. We call these CTAs, calls to action. Every piece of content you put out from a post, LIVE, story, webinar, class, video, or email, must have a call to action.
Provide a way for them to engage with the information in some way. Be very specific about how you want them to engage. Examples are simply answering a question, liking a post, signing up for a Masterclass, or a discovery call. Tell them what to do, how, and where to do it.
Yes, be that specific.
Taking them on Your Expert Journey
Remember, your potential ideal clients are also at different places on their journey with you. Some are just becoming aware of you, others are considering if you are their person, and still, others are ready to decide to buy from you.
Get them to notice you and see you as the expert they need. Meet their needs with your CTAs:
- At the awareness stage, this is inviting them to comment, answer questions, click on a blog post, or get a tip sheet.
- At the consideration stage, this is downloading a lead magnet, joining your Facebook group, inviting them to a Masterclass, and having a call/consultation (all free things).
- At the decision stage, this directly asks them to sign up for your coaching, register for a workshop/class, or download a course.
Your Valuable Content must reflect all three levels of your client’s journey with you so you can build their know-like trust that you are the expert they need. The 80-20 rule applies here. That means 80% of your content should be in the awareness and consideration stages, while 20% is in the decision stage.
To position yourself as an expert means knowing who you are serving and getting your message right so they hear you.
It all comes down to knowing who you specifically serve, where they are specifically on their journey, and what transformation they are specifically seeking.
Call your waiting clients to action
Let’s chat. Yes, this is your CTA. 😊 Click HERE and set up your appointment today. This is a free call so we can get to know one another. I want to know more about what God has called you to do and see if you are ready to be a part of Calling Clarity.
Don’t miss this opportunity to learn more about how you can create Valuable Content that will position yourself as an expert for those you have been designed to serve.