Positioning yourself as the expert.

Someone will be seen as the expert in your field. So why not you?

In this context, an expert is not someone who calls themself an expert, but someone who acts as the expert. It's not about claim, it's about behaviour.

By deciding what behaviours an expert in your field would exhibit, you can plan out your own activity to do just that. Some examples of 'expert' behaviour include:

• Providing education or advice
• Providing comment on industry trends
• Maintaining credibility
• Being visible
• Always being professional
• Providing explanation, etc.

Through digital media, traditional media, your networks and communications activity, you can position yourself as the expert by exhibiting these behaviours. Of course, not all of these will apply to your industry, but they are a great starting point. Think of some others that are applicable to your field.

Publications whether digital or traditional are a key platform to exhibit these behaviours. An e-newsletter to clients and potential clients can be a great foundation for this. In a world of content marketing, a key challenge can be separating your sales role from your expert role. Yes they can be the same person, but be careful not to get the two mixed up. Your audience will quickly see-through a sales pitch dressed up as advice or education. This will in fact erode your credibility in the long run. So separate the two and never try to trick your audience.

By positioning yourself as the expert, and consistently exhibiting these behaviours, you will eventually build credibility in this role. In turn, your audience or community will also see you in this role. Experts can often charge more for services, be booked in advance and choose what work they will take on, and what work they will let others in the industry take on. Enjoying these benefits isn't going to come easily, as with anything in life, you'll only get out what you put in. But it's worth considering.

Is there room for an expert in your field? Are you ready to take on the role?