Who you Gonna Call? Expert or Superhero?

Someone was asked by a business trainer to ask their associates what they were expert at. On the surface, a very simple request but when I got into the semantics (and my mentors were sticklers on this), I took a simple request and had to write a blog about it!

One definition of an expert is "someone that has a comprehensive and authoritative knowledge of or skill in a particular area".

"We get paid for bringing value to the Marketplace." ~ Jim Rohn

Jim didn't say "We get paid for bringing expertise to the Marketplace." So the next question needs to be what is the value of your expertise to the Market you wish to serve.

Your expertise is assessing your skills (what you are good at) and pinpointing your "core competencies" (what you are REALLY good that distinguish you from your competition). But being REALLY good at something is only the beginning of marketing those skills in the business world.

"Someone once said that if you build a better mousetrap, the world will beat a path to your door. Well, that's not true. First, you have to let the world know you have a mousetrap, educate them as to why it is better, and then, sometimes, convince them that they have mice!" ~ Susan Dakuzaku

The takeaway from this is that it is not the World's responsibility to figure you out.

If you look at the Attraction Algorithm, the second level is AUTHORITY. We need to develop and claim our authority in some skill that brings value to the Marketplace. We must either solve a problem, fulfill a need or provide a result.

So the questions to ask yourself once you identify your core competencies are:

1. What problem do I solve, need do I fulfill, result do I provide?
2. How do I do it better than others in my industry?
3. In what ways can I effectively convey this information to my target market?

Case study: ME

When I do my 30-second commercials, I always use the M.A.G.I.C. formula and one of the analogies I sometimes use is that I call myself a "web ninja". Not functionally accurate but it Grabs attention (unexpected reference), Involves the emotions (conveys superhero persona), and is memorable (because I am Japanese).

I am working on imagery for a collaborative marketing campaign "Call The Best" (there's the Call to action!). One of the best uses of imagery is to use something the audience might be familiar with... That way you don't have to do a lot of explaining (it's why analogies like the mousetrap work). I started with the following image:

The Agents of Shield are on TV right now and the idea is popular with the Marvel comic movie franchise. So, people are likely familiar with the imagery even if they don't watch the program (marketing is EVERYWHERE!) The image to me conveys superhero personas (aka experts). So these are the folks to call when you want the best.

I found an expert in cartooning and had her render the following version of me. This image (along with my fellow "agents") will be on our marketing and promotional material because a "picture is worth a thousand words".

Of course, I will have to back up my marketing message with evidence that I am an expert and great at what I do (ridding the world of "sucky" websites) but first I have to have the belief in myself and confidence in my role in the business world and the value I bring to the marketplace.

Level 1 of Foundational Marketing, Authenticity, is based on your willingness to be of service and to contribute Value to the Marketplace. Level 2 , Authority, is based on taking ownership of your "super power" in that marketplace.

"May the Force be with You!"