Be good at what you say you’re good at. Then make people think you’re even better.


The following two things will add a lot of value to your personal brand: real skill where you need it, and expert status. Here’s how to get both those things:

Real Skill Where You Need It

An online store owner looking for a web designer doesn’t really want someone who’s just good at writing code that validates. Clients invest in a design because they hope it will pay for itself in rewards: more traffic, better branding and more sales.

Use common sense and a bit of research to work out what your target market wants, then build your ability to deliver in these areas. Finally, market yourself on the ability to meet those needs.

Becoming an Expert And In Turn An Authority Figure In Your Niche

Depending on the context an expert is someone who knows a lot about a certain subject. In reality, all an expert is to the average person is someone who knows more than them in a two way or more conversation;

In this context, you’re an expert if you know more about your field than your target market, though people do tend to compare accomplishments and formal qualifications when ranking experts against each other.

If you know a lot about what you do, you’re probably already an bona fide expert. The next question is whether your target market sees you that way. If you’re selling your skills, advice, service or an information product, being seen as an expert is invaluable. Here are a few things you can do to boost your expert status:

  • Run a blog with in-depth articles on your field, and establish a strong social media presence.
  • Join related trade organizations. If you’re selling a product related to health and fitness, for example, you can become a member of your local associated body. There are thousands of trade organizations out there for just about every niche and you should be able to find at least one that suits your personal brand.
    This will give you a broader client base while particularly attracting those who could use your specialized services.
  • Experience and social proof counts. If you’ve been involved in your field for 5+ years or worked for over 500 clients, let people know about it. Ask previous or existing clients for testimonials on the benefits of working with you.
  • Get published on your topic. Write an article or do an interview for a trade magazine, local newspaper or popular website in your niche.
  • Keep case studies and publish them. If you have been able to provide a client with a significant return on investment based off them working with you, keep a step by step record of that information. Nothing impresses potential clients more than the fact you have done this before successfully.

Building Your Reputation

Teach classes, attend and speak at seminars or hold free talks. Contact your local university or industry body and offer to hold a free lunch-time seminar on your core area of expertise. Alternately, offer to run free classes. Even if you aren’t offered a spot without pay, you can usually hire un-booked lecture theaters by the hour.

If you hold a talk, you can then list: “Lectured on <topic> at the <university name>” under your qualifications.

It’s true, and it sounds great. If you decide to run free classes instead, you can list, “Held lessons on <topic> at <college name> during 2018.” Once again, true, and it sounds fantastic.

The final touch is in how you communicate your expert status to clients. I’d suggest mentioning these things in your bio, or if they’re more formal, under your qualifications.

You can also use your expert experiences as fodder for blog posts or articles.