When it comes to marketing your services, two facts hold true. One is, when things are important to people, they buy -- or at least attempt to buy -- from a recognized expert. The other is, to be most profitable, you must differentiate yourself from your competition. One of the most effective ways to differentiate yourself is to be a recognized expert in your field. So why don't more people market themselves as experts? It's simple. It's only because they do not believe themselves to be worthy of the title.

Let's take a look at what an expert really is. It is not some mythical stature, achieved by a select few. The Oxford Dictionary defines an expert as "a person who is very knowledgeable about or skilful in a particular area." Nowhere does it state that you have to be the absolute best at what they do. Take Derek Jeter of the New York Yankees, for example. Is he an expert hitter? You bet. Is he the best hitter to ever play the game? No, but that doesn't make him any less an expert. Is Dr. Arun Singh at Rhode Island Hospital an expert cardiothoracic surgeon. Definitely. Is he the best in the world? Most likely not, but he is one of the very best in the New England region.

How to be recognized as an expert
First and foremost, you have to decide that you are, or will be, an expert. If you need additional knowledge, skill, or experience, get it. Read, take courses, give free services ... do whatever it takes to overcome what it is that keeps you from being an expert. Perhaps all you have to overcome is your fear of sounding pretentious. Don't give this a second thought. By using the word judiciously, this isn't a problem.

Although considering yourself to be an expert is the first step, being considered an expert by your target audience requires consistent demonstration of your expertise. Following are some of the ways you can accomplish this.

Here's one caution. Do not try to become an expert at everything. I often here people say, "I specialize in all aspect of my profession." I highly doubt that's true. Even if it is, does it benefit them? Would you want to have brain surgery done by a doctor who told you he is a neurosurgeon, cardiologist, otolaryngologist, and proctologist? Probably not.

Speaking
Speaking is an excellent way to showcase your knowledge, accomplishments, and abilities. The opportunities are almost endless. They include being a keynote or breakout speaker at conferences. You can produce your own seminars or do so with the help of your local Chamber of Commerce or other organization. The same is true for workshops. You can serve on a panel at your industry's meetings -- local, regional, or national.

Because there are so many opportunities, you might not know where to begin. My suggestion is that you look at your industry or a related field. If there are monthly meetings, do they have speakers? Are there special events where speakers are featured? Do chambers in other areas of the country invite people in your profession to speak, and if so, on what topics? Once you begin investigating, you'll be surprised at the number of possibilities that exist.

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