Monthly Archives: December 2019

Dec 25

5 Steps to Becoming Known in your Market (and what to do if you’re pivoting)

By Jennifer Hall | Podcast

Becoming known is a priority for every business owner but even more so for coaches, consultants and businesses in highly saturated markets who want to stand out of the crowd and be heard above the noise. But what if you’ve been vague in your messaging up until now? Or what if you’re trying to change what you’re already known for?

In this episode we cover:-

  • The five simple steps to becoming known in your market (even if you’re pivoting).
  • The dangers & difficulties of becoming known.
  • How to amplify your message and make you more memorable

Links mentioned in the episode:

Click here to join the 2020 Vision for Market Domination Challenge – http://bit.ly/2020MarketDominationChallenge

Book a Call with Jen  – bit.ly/claritycallpodcast

Send your emails to jen@jen-hall.com

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

(00:00):
Merry Christmas everyone, and welcome to this special Christmas edition with becoming known in your market and what to do if you're pivoting.

(00:15):
Before we get stuck into today's episode, I want to tell you about a little sneaky secret. As of the 20th of January. Next year we'll be running a challenge via the podcast, how novel it's going to be, the 2020 vision for market domination. See what I did that and it's all going to be around creating your plan for 2020 to get more market share, make more money, and really stand out to get recognized as somebody to listen to in your industry. If you're ready to sign up, then make sure you use the link in the show notes to get ready for 2020 and really get stocked back in after Christmas. Hi everyone, and welcome to the seventh episode of the expert unrivaled podcast and a very Merry Christmas to you. I don't know whether you are listing on Christmas day or not, but I will tell you this, I haven't recorded it on Christmas day.

(01:14):
So as you're listening to this, I'm likely going to be scoffing a roast potato covered in gravy or at least a couple of pigs in blankets. So I hope that you have or are spending an amazing Christmas with your loved ones. And so excited to delve into this episode with you around becoming known because the thing is becoming known is a goal for every single business owner and particularly even more prominent for those who are in more highly saturated markets, where becoming known can be a slight difficulty in terms of getting the attention and making sure that your message is loud and clear and heard above the noise. So if you are looking to get clear on your message after listening to this episode, then do make sure you book a call with me at bit dot Lee bit. Dot L Y forward slash clarity called podcast where we can talk about how we can work together to get you crystal clear on your message so that you can be heard above the noisy saturated market.

(02:23):
So without further ado, let's get stuck into this episode. So the first step, let's get straight in there. The first step is actually deciding on what you want to be known for. Whether you're pivoting or you're starting out new or whether you realize that you've been a bit vague and you've not been particularly straight forward, you need to ensure that you know what you want to be known for. Now, deciding on what you want to be known for is an interesting mix. And there's this sometimes this back and forth in the brain in terms of should I pick thing that makes most sense to my expertise and my experience. What I perhaps studied in what I've invested the most money in or should I pick the thing that I'm most passionate about? Now here's, here's the, here's the real deal. And I know this is kind of crossing over into helping you guys pick a particular niche.

(03:23):
However, if you're stuck in this stage of really starting at the beginning here, here's a bit of advice. Passion does not always lead to profit there. I said it I don't want to bring the bad news here on Christmas day, but it's really important that we recognize that actually it's about being smart around what you pick to do to do as a business. And yes, I do actually believe that it should make sense to your expertise. And the thing I would say is that depending on how urgent it is to get going with the business that you are most passionate about, that perhaps isn't most aligned to your area of expertise is to become an expert in it. If you, if, if you really have had it done with your current investment and you really don't want to continue with it, it's important to recognize that because at the end of the day, on the other hand, life is short.

(04:16):
We only have one. This is probably more prominent PR profound on a day like today. But it, you know, life is too short to spend it doing things you don't want to do. However, it's unethical for us to go out there and start claiming we can do things that we're not particularly an expert in. So we do have to recognize that yes, you can do anything that you want to do and if you, if you are passionate about something different to what you have been doing or what you've currently invested your, your learning and development and time in learning, then you have to look at, okay, so what steps do I need to take you all to become the expert in the, in that area before I stopped going out and proclaiming. So I mean the the best ideal mix is the fact that you are passionate about it, that you are an expert in it and you're able to articulate it in a way that is wanted by the market.

(05:09):
Those are the three key things that you need to do. So we need to make sure that we're angling your expertise and what you offer in a way that is wanted by the market in order to turn what you do into a business in order to turn your message into money. Then we need to think really hard about how we're going to articulate that and angle that to the market to create something that is going to go great. You're actually your need. You're in demand. You know, people like us, we need you. You need the market to respond in that way to whatever it is that you decide that you want to be known for. Okay? It has to be, it has to stand out as such. So that's the first step. Decide on what you want to do. Now I'm just going to go in there and talk about some of the difficulties and at this point of you know, creating a message and picking what you want to be known for. Because the thing is if you're not picking and you're being vague or potentially you're switching from one thing to the next, it does a few things. First of all, it, you know, it, you crush your credibility because people lose trust in you when you're one thing. When you're an expert in one thing, one day, an expert in another, people start to doubt your abilities because people are very aware that you can't be an expert in everything they, they understand.

(06:35):
I speak to and work with a lot of people who have done that. Now the thing is, it's just about deciding now about sticking that stake in the ground and saying, I'm going to give this a go and you need to give it time to embed and you need to understand that people need time to trust you again because they, they feel like, you know, they've, they've almost been messed about. It's caused a lot of confusion. And you need to build your credibility back up again. So make sure that you are very aware of that, that if you have been switching, it's going to take a bit of time for that to happen. But if you want a successful business, it's very important to stick with it for at least a, you know, a period of time. But then the other thing to remember is, is it's your business and you can change anytime you like, but just be aware of the consequences of doing that.

(07:24):
But I know, you know, I've pivoted a couple of times and I know a lot of business owners out there who have done the same and have done so very successfully, but they've stopped with one thing for a long period of time and they've, and they've, they've been with it and then decided that need to change. If you start changing things in very short succession, you will absolutely lack credibility. And the thing is, the pivots have happened where it's, it's not a complete change, generally. It's not, it's not unknown where people have changed niche as such. If we look at, for instance, Arnold Schwartzenegger you know, he's, he's changed from, you know, being this, you know, sought after actor to then, you know, moving into the political world. So he's had to do a job in terms of moving that. But he's used his platform of fame in one area to gain visibility in another.

(08:16):
So he's been quite clever with doing that. So it's not impossible. Nothing is ever impossible. But the bigger the switch, the, the, the more credibility you're going to have to put, put in. And the other danger is that if you have been putting out a message that has been, you know, a bit vague or switching is that something is going to stick. And when you don't know your message, when it's switching and changing and being vague and it's, and you're kind of firing out different things all the time, something will stick, something will stick with your market. And when you from it at that angle is dangerous because you don't have control over that. You don't have control over which bit sticks and which bit doesn't. So the first step is to decide. But then the next step here is to get clear on a sticky message.\

(09:12):
So being really care and being in control of what the market is hearing about you. So the thing you can control is what they hear. The thing that you can't control is when they hear it, because it all, you know, you're working on their timescale. You schedule when it comes to you putting out content and when they're looking at your stuff, that's up to them. So it's important that you're consistent with that because if you're inconsistent with it, like I said, and you're firing out these messages at different points, it's no longer within your control what they remember about you. So it's better you decide before other people decide for you. So the getting clear on a sticky message. So I'm hoping by now you kind of get, it would've got the jest in terms of what I'm talking about here. So a sticky message is something that allows people to remember what you're talking about and some messages will fall flat because they're too ambiguous, they're not tangible enough.

(10:16):
And so something that sticks is something that is simple, tangible, understandable, easily understandable. I may add and memorable. If you can create a message that contains those elements, it's going to more easily stick in the minds of the people within your market. Because otherwise, you know, it's one of those things where I know a lot of people, I know a lot of really talented and great people. But when it comes to introducing them at networking events, it's almost like, you know, when you forget somebody's name, you're like, Oh, this is so and so, and they do do you want to introduce yourself? I'll let you do the talking because it's embarrassing because you don't know how to introduce them because what they do is so ambiguous, it's not understandable. And so it's really important because a lot of people say, Oh, you know, well, at the end of the day, my ideal clients will know what I'm talking about.

(11:13):
And yes, I am all for that because I was at an event recently where someone got completely shot down because they used you know, language that was, you know, not jargony but relatively high level and slightly techie. And I thought, well, no, actually their message will kit the right market. But it's also important to be able to explain what you do to a five year old. If you can't do that, then you're going to struggle to get people to talk about what you do. Because if you want people to recommend you, you have to make it simple enough for everyone to understand so that people can talk to their people to say, I know so and so who does this and that amazing asset, this is what they do. Say, give them the words that they need in order to be able to share that and say to do that, I'll just go through them again.

(12:06):
It's making it simple, tangible, easily understandable and memorable. If you do that, it's going to make your life a lot easier. I remember what I sat around angling what you have to your market. It's important that you recognize who it is. This, this message is for who are you targeting in the market and how are you serving them? So it's looking at, you know, what problems does this person have? What goals do they have and what, how can I explain what I do to show them that I solve a problem, but I help them achieve a particular goal and I help people just like them. So it's keeping it really simple. Keep it to the point where it does what it says on the tin. I love messaging like that and everyone else loves it too because everyone gets what you're talking about. Yes, you have some kind of creative element here where you could, you know, put out a little bit of punch or quirkiness TMS judging, but don't ever lose the understandability if that's even a word.

(13:07):
I'm not even sure. I think I might have just made that word up, but that's fine. So you need to make sure it's understood. You can add the punch and the flair, but never use that in place of understandability. It has to be understood by the people within your markets and to your five-year-olds. Okay. The next step, step three, is to flood your following. If you're pivoting and your front end marketing. So what I mean by this is in order to get your message out there and to become known for something, the next obvious step is to talk about it a lot. Now your a lot will be very different to what's required. So take whatever you think is a lot and amplify that by a million. You need to go hard with your new message or with the message that you pick because if you, for instance, have a current following who you now no longer serve in the same way, or perhaps you don't even serve them at all.

(14:13):
Now this is kind of a whole other conversation here in terms of how do you make that pivot. But if you have pivoted to the point where the people who you've currently served, you know they, you don't need no longer serve serve them anymore. Sometimes it's a case of burning it down. Sometimes it's a case of saying, look guys, this has been great. This is who I'm serving now. This is what I'm doing. If you want to follow me here, or for instance, you might have scaled your business to the point where you've outsourced to other people in order to continue serving that following, but now you're doing something different. So never, you know, never look at your current following and think, well that's it done. Because you can sift out, there might still be people within that following, no matter how zany that the pivot is, there might still be people in there that will follow you to your next thing if it suits them and, and if and if they're the right fit, but you have to communicate it.

(15:07):
But if you're doing a slight pivot where you're still able to help them. And you know, I've done this a few times, you know, the better I've got what I do and the more advanced I've got in my businesses, it means that I am able to help the same ideal client but at further lot further along in their journey. So it's about helping those same people step up to where they need to be. So you know, it's not necessarily about dropping or burning it down. If it's only a slight pivot and it's still the right kind of person, it's just helping them at a higher level, then you just have to communicate that message to them and let them know. Now also in terms of being, not just letting them know and I'm, and I don't just mean like a quiet email, I'm talking about an email, go live on Facebook and message them.

(15:56):
Get that message out. And any way you can use your chat bot, go hard with your message and you know, set a date to do it because a lot of people put it off because of fears of various different things, but set a date to do it and go all out. And so at the same time you also want to be making sure that your front end marketing is super clear. So that means your, your website, have you changed a websites, reflect your new message. And don't get too caught up in this. I mean, if it's difficult for you, delegate it off, delegate it to someone else, let them know what the message is and tell them, this is what I need it to say. And if you've got a whole website geared up to something else that no longer exists because you've changed, then my best advice for this is cut your website down to only a few key pages, which is generally your contact, your about me and your homepage.

(16:49):
If you make sure that you hone it all the way down to those three pages, just change those three pages and Bob's your uncle, you have a website geared up with your new messaging and then you can add other pages back in again, the further you go. Rather than trying to do the whole thing in one go. So, you know, changing your website, changing your social media profiles, ensuring that the cover photos have been changed. Make sure that when you change things in LinkedIn that you click that notify button so it notifies you're following what you're doing. Now I'm writing a post about it, going live about it, doing a video about it. When I say go big, you go big and you need to go big and you need to do this consistently. You know, particularly if you're pivoting, because if you, you know, I'm, I'm a real action taker.

(17:34):
And I remember not so long ago I was known as the clarity queen the one who helps people find their niches. And I remember sitting with some members of of our mastermind at relatively new masterminds on my app that I've joined and we were sitting there on an in person day and these people have kind of known me from the very beginning of my journey, at least still know me as the, as the kind of the clarity queen, the niche queen. And I was like, no, that's not, you know, whilst it's a massive part of what I do, that's not what I want to be known for anymore. And I had to like re remind that fact that I'm about helping people become market leaders and find their points of difference to stand out in the market. So I kept having to remind people, but that's evidence of, you know, somebody going really big and being strong and being known for something very simple, very memorable.

(18:29):
That stuck. And I'm now having to work really hard to, to get out there just as hard with this new messaging to really get people to understand w w you know what you do. And it is a case of, you know, deciding, having that clear, memorable, sticky message and then talking about it being consistent and changing all of that front end marketing to reflect what you're doing. So yeah, it's a big task. It is and it is asking a lot, but at the end of the day, if you want to become known in your market, it's not going to happen lightly. You're going to have to pull your finger out and get out there and really shout about what you're now doing until you are blue in the face. And you know, at the end of the day, it's what you've got to do. If it's, what'd you got to do is what you got to do put that on a tee shirt.

(19:20):
So get out there, flood your marketing, flood you're following with this new message. The next thing that you can do, step four is showcase examples and case studies of who you've helped with. The specific goal or problem that you now help with. You know, the fact that you're now able to demonstrate, you know that your, you're heading in this direction and these are the types of people that you've helped. And if you haven't yet got those, those case studies, then create them. If you haven't yet got the clients in the new in this new guys, then you need to be going out there and you need to be finding them pretty sharpish so that you can start creating that. And that might be, you know, cause you know, at the end of the day if you're pivoting, and like I said, if you don't necessarily have the expertise and the experience yet, you've got to do the groundwork first.

(20:09):
Go out there, find those people with those problems and you know, charge accordingly. Because if you're just starting out doing it, then obviously you're not going to be charging as that highly seasoned experts you'll be charging as somebody who knows that they've got what it takes to do the thing. They just need the proof. So you, you kind of need to do each other a favor in return for those case studies, those testimonials in the early days. But I'm assuming here that you have the expertise. So if that's the case, then you need to get out there and really highlight, because I know that when I pivoted, it was one of these things that I started to help people that at a higher level do things, you know, in terms of market leadership and USP. But I wasn't necessarily shouting about it, but I'd still helped clients with those things.

(20:54):
Naturally when they continue to, you know, re signed up with me to go to the next stage, they'd jumped into to really hone in on their message and their niche. And then they were like, okay, now I'm ready for the next bit. What's next? I love working with you. Okay, well here's a, here are the next steps. So I already had those testimonials and those case studies you there. And then to now all I needed to do was match a message with it and go, you know, go all out with, with sharing that with the world. So then I created those case study pieces around, you know, around those clients that have stuck with me and gone to the next level. So if you do that, it's really going to help to boost your credibility in this new area because regardless of whether it's a complete change or a slight pivot, you are still going to need to stop boosting your credibility in the area and positioning.

(21:42):
And the last, last but not least, step in this process and there's a bit more to come. So stick with me because I'm going to show you what you can add to really catapult your message and to become seriously memorable is to encourage sharing. So it's about encouraging your current clients to, to share, to share your new message and to let them know and to shout about how you've helped them in that particular area. It's about asking people for testimonials. It's about encouraging sharing of your message as well. So I've seen people create competitions around sharing certain things. So make anything you can shareable so that people are, you know, start to spread the word on what you do when ever track. You know, first launched the trip planner, we encourage people to post their trip planner with their name on all social media to get the word out there about the USP.

(22:48):
So encourage, ask people to do things. Because I always say this, if you don't ask, you don't get, and it's so true when it comes to marketing. People rarely do things unless you give them the instructions to do it. Even though it might seem blatantly obvious to you, people won't necessarily do things straight off their own backs. They need that encouragement. They need that nudge. People are busy people, they've got lives, they've got stuff going on. But you know, if they like you and what you do or if there's something that incentivizes them to do the thing in hand, then it's going to help them feel a little bit more obligated to go about sharing this stuff. So, you know, creating shareable content around your math new message is going to really help to get the word spread further than just your current following that you have, which now brings me on to things that can really add power to getting the word out there and becoming known and adding power to your message.

(23:40):
So I want to give you a few examples. So one of the things that can really help is actually your personality and style. And I know, I know particularly in the first episode I said being you isn't enough in terms of using you as a USP. No, it's not. And I still stand by that, but it can absolutely help to amplify and help your message become more sticky. Now to give you an example, there's a guy who I absolutely adore called Mark K. You may have come across them online who runs a thousand shows.com. And he created these, these incredible videos that basically showcased you know, why you don't have to be people like Ty Lopez and he'd do this crazy like head shaking thing that was really quite, you know, it was almost like a pattern interrupt that drew you into the video.

(24:30):
Even if you didn't have the sound on you. I need to just see what this guy's talking about. And it just having that imagery around the message that he was putting out there and the message is so strong, it's you need a show, but you don't need to be like Ty Lopez or you need a show, but you don't need to be like so and so. You need a show that's unique to you. But his message was you need to show it's simple, it's memorable, it's understandable and it's tangible. It fits all of those boxes. And, and it's so super clear. It's unbelievable. But his personality and his style and the way that he delivered it, he created a series of the same style of video with him. Set the same message. You need a show, but you don't need to be like this person. And he would do this crazy shaking of the head thing.

(25:19):
And it was, you know, it worked. It was novel. It was the ever so slightly gimmicky, but my gosh, did it work? So if you haven't checked him out, you can go and check out these videos because it is honestly very, very good. You know, it's, it's dis, it's disruptive to a point. Now if you want to talk about disruptive I want to talk about an amazing business friend of mine, Lisa Johnson, she, you may have heard of, again, simple and memorable. She's known as the passive income queen. You know, that's what she's become known as. The son of a lot of talks about Queens today, isn't there? Hopefully we'll see the queen speech a bit later on it, depending on what time you, you're listening to this. But Lisa is a true disruptor because she talks about things that, my gosh, I wouldn't even dare talk about.

(26:07):
You know, she really inspires me to grow some ovaries of steel and really get out there and share opinions. I mean, I thought I was quite brash and like, she's not even brash. She's just, again, she's got her own style. She's got her own personality with it, but she's not afraid to talk about the things that other people would say. Well, you shouldn't talk about that. She's disruptive and because she's disruptive and because she's also very, very, again, very visible. Another great example of flooding the market with your message. She very much does that. She's everywhere. She's, you know, she's all over my Facebook and I love it. I don't ever get bored of her stuff. It's interesting. It's so sure if you want to look at someone who's great audience building, it's Lisa Johnson. I think she's fantastic, but she's very disruptive and because she's disruptive and because she has these opinions and she talks about things that people are too afraid to talk about, it helps for her.

(27:02):
It helps her message stick because she and herself and her values and what she believes in is memorable. Another way, and another person I want to talk about in fact two people on this, on this run, is that your concept can be a sticky element to helping your, your message stick to it, stick, stick to it, stick to it. I'm not going to edit it out. I don't do editing on podcasts. I made that you know, and if something drastic happens, which actually I will say today there's been a few things. The dog mainly as well as other people in the office just being generally noisy monkeys. So we're going to have to have a new sign outside the podcasting door to tell them to shut up. But yeah, I rarely had any who back back to the podcast is your concept.

(27:51):
And so for instance, Todd Herman, who I saw talk at Youpreneur this year was what an incredible guy he is. He's just, he, he's a walking, talking example of, of what he preaches. And I don't know whether you've heard of him, but he's written a book, something called the alter ego starts again, the alter ego effect. He wrote this book called the alter ego effect. And it's all around finding your alter ego to boost your confidence. So the fact that you can be a multiple personalities and multiple different situations and you get to choose who you are in any given moment, and it's really empowering. It really boosts your confidence. And again, this alter ego effects. Wow. I didn't realize what a mouthful that was. The sound out really helps his message to stick to that concept because it's a really strong, simple, understandable, tangible concept is memorable.

(28:49):
So again, it helps to amplify what you do. So there are many different ways to, to, to, to create that stickiness and that memorability, again, I'm sure that's a made up word. But that is one of them. Another person who's done this really well is someone called James Wetmore. Business by design. He's, he's actually pivoted recently more into the mindset space of business. Which again, if you're looking at how someone's pivoted successfully, he's another once in a cat. But you know, if he used to be known for very, very strong, he was business by design, which is basically creating a blueprint for your viewer launches, launched it in your business to create, you know, high levels of income. You know, actually step by step process. And again, it was a very business by design that, you know, your business by design blueprint.

(29:38):
It was, it was a concept. It was very sticky and he really owned it and he went out there and he flooded the market with it and he grew very, very successfully. So there are many different ways to really amplify that stickiness. But the first key is, is to get really clear on making sure that you have a, a message that, like I said, is simple, tangible, easily understandable and memorable. If you stick there first and foremost, make sure it does what it says on the tin. And then, you know, use your strengths of your business to help amplify that message out there. But you got to own it. You cannot sit behind your computer thinking it. You have to really own your niche, you have to earn your message and you really got to get that, get it, get it out there and do what it takes to do.

(30:29):
So go hard with it. And there we have it. So like I said, if you are somebody who wants to really hone in on that message, create something and become known in the market, then make sure that you book a call with me at bit dot L Y forward slash clarity called podcast and we can have a discussion on how we can do that. You know, and obviously we've talked about creating a USP and one of the first episodes of this podcast. And you know, that that whole concept thing really ties into that as well so that we have it. There was my last little tidbit for the day on Christmas day. How wonderful. I hope you have a fantastic day ahead. And again, as always, make sure that you email me if you have any aha moments. If you want to ask any questions or you'd like to request a particular podcast show, then please do so at Jen, at Jen hyphen hall.com. Fantastic speaking to you guys, and I will see you in the next episode. [inaudible].

Dec 18

Rejected by Prospects – Is it me or you??

By Jennifer Hall | Podcast

Getting rejected in business is one of the hardest things to deal with but things can get really serious if we don’t look at why we’re being knocked back objectively. What can you do to get more market share and increase your client conversion rate?

In this episode we cover:-

  • The common reasons we all experience rejection from prospects.
  • How to mitigate against being rejected to get more market share.
  • The big lie that you’ve been told that’s killing your business and are unwittingly telling others.

Links mentioned in episode:

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 Have you ever been rejected by a potential client and dubbed them as the one that got away, the one that you were so excited to work with but were absolutely gutted that they said no. Well, in this episode we're going to be talking about rejection and how to avoid it.

00:22 Hi there, Jen hall here. Your business positioning coach and market leadership expert. And on today's episode we're talking all about rejection. Now this time of year that I'm recording this podcast, eighties, approaching Christmas time and this morning I was up bright and early, bushy tailed to stand in line at my daughter's school at 7:40 AM to collect her Christmas concert tickets. Now every year we have this palava where we are, a split family. So and he has a stepdad and also a a stepmum. So my ex also has a long term girlfriend and so we always have this palava they give you two tickets per family. And they only allocate those two. And so we have to scramble to the front every year to try and make sure that we get enough tickets so that the entire family can go and see our lovely Ellie appear in her Christmas concert.

01:26 So we were up early and it's interesting that we were talking about rejection today because the goal is right, is to be as in demand as these tickets were, that I had to get up so early for. And is that is the goal. I also remember the beginning of this year, I think it was for my sister's birthday. She's obsessed with panic at the disco with Brendan Urie and Oh my gosh. He's like, even if you don't like Panic at the Disco, you can't not like that man. He's absolutely wonderful. He's one of the most likeable people you will ever come across. And she's obsessed with them. And I also realised without realising it before, was that they were playing in Cardiff, which is where we live, which is where my sister lives. So it seemed a bit stupid for me not to try and find these tickets anyway.

02:22 It so happened that all of those tickets were completely gone and I had to then pay, I'm talking maybe six times the price of the usual ticket, so then buy it off of somebody else to make sure that we, that again, totally in demand, this guy on, we were willing to pay over the odds to make sure that, that we got that we'll put it this way anyway. My sister desperately wanted to see him and I knew that it would make him ginormous, be happy if I put myself out there and got these tickets when I when she finally got out of me how much they were, she was, she was nearly sick, but also very grateful. But again, very, very in demand. And I remember when I went to both a coaching event and also just before I started working with my coach for the first time, Jessica Lorimer.

03:13 I also remember having those same, like, I must make sure that I'd get a space on this program. I must make sure that I take one of those one-to-one coaching spots and I had this real fear, passion, FOMO, , excitement, strike fear and scaredness, and all of these different emotions going on at the time when I wanted to make sure that I didn't miss out on getting a spot. And that's where you want to be, isn't it? You want other people to feel that way about your business. You want to have that sought after in demand status so that we don't experience that hot wrenching rejection that we all fear. Rejection is one of the hardest things I think in business to overcome because it can feel very personal when someone says no to you. It can really hit you where it hurts and it can really put a downer on your energy and how you promote yourself for the days, weeks and for sometimes for some people, sometimes it can hit them to the point of they actually stopped running their business because they can't take it anymore.

04:27 But I'm here in this episode today to stop all of that to help you get that in demand status. And if after this episode you want to chat and book a call with me to discuss how we can start implementing the things that we're discussing on this episode and in the podcast, then do you make sure you book your call. That link is in the show notes. So today I really want to dig into this because I think it's really important that we are able to confidently deal with this rejection. Now, during your time in business, I can almost guarantee that you would have been told this lie at some point, whether that's from one of your best business friends perhaps what a mastermind or that you work with a colleague or even your spouse, you may have been told, Oh, but they just weren't your ideal client.

05:28 That's, you know, that that's why it's a lucky escape. They weren't meant for you. Now as as well, meaning as this advice is this type of advice can absolutely kill your business and it's likely that you may have also told, told someone else the same lie and the reason we tell it is because we want to soften the blow of that rejection for the other person. But it's doing you a complete disservice because we need to understand that actually. Yeah, maybe sometimes it's a lucky escape actually. Maybe in some of these circumstances, maybe they weren't quite your ideal client, but let me ask you this. How many times do you get rejected? Is it one out of 10 clients or are we talking a little bit more than that? And we have to look at each of these cases case by case. It's really important that instead of shoving it under the carpet and hoping that it might go away, that we actually analyze the reasons behind why these people said no because it they will come a time if it hasn't already, where you get the best person on a phone call.

06:39 I certainly have or I've got them onto a sales call and they're chatting away. And you completely blow the call or they come up with something on the call that you don't have an answer for or that you don't overcome. And when they leave that phone call with the, I will think about it. But really what they're trying to do is weasel their way out of the call to just get off and get on with their life. And then you never hear from them again. It is blaze a massive blow because you know that you could've done better and you know the impact that you could have made on their lives, on their business, on whatever it is that you help help to serve them with. And it can be really hard to get your head around, but it's also very easy to kind of move on and keep telling, telling, telling ourselves this lie around or were they just weren't my ideal client.

07:30 Because in actual fact, it may not actually be them. It could very well be you. So we have a choice. We can either keep telling ourselves this lie and experiencing the same outcomes or we can actually face the truth. We can make a change and get a different outcome, so we have to look at why are we being rejected? Because a lot of the time when we experience rejection, it's not that people don't want to buy from us. Sometimes people absolutely love you and what they, what you do and they truly want to, but they just can't seem to justify it in their heads. It seems like a lot of money for what they're not sure that they'll be getting. Now you will unsure. Prospects generally reject you for one of these reasons. Okay? They either can't see the return on investment, which basically means they can see them selves paying out a lot of money, but they're not sure on what value is that they're getting in return.

08:30 Another reason could be is that they don't trust you to help them achieve that result. Now, it's one thing that you're promising it, but have you positioned yourself as somebody who is credible and who that they trust explicitly to help them achieve that result? It also could be that they're not clear on what they'll actually be achieving when they work with you. If your outcome is too fluffy and that can kind of play into their, well, I can't really see a return on investment because I don't fully understand what it is I'll get after working with you. I really like your content. I see you around that. I've met you and you know I love what you do, but actually what am I going to receive in return? I can't see the results. The other reason is that they might just have a better option.

09:22 Now, this is always a blow because this is kind of second best syndrome. This is okay. Well, I'm liking what you're saying, but there's something else out there that's better for me. Now, this can hurt sometimes even more so than the other ones because you know what? Sometimes you know, particularly if you're starting out or you know that your marketing isn't up to scratch, you have something to blame, but when you're really putting effort in and at the end of the day someone turns around and goes, yep, this sounds fantastic, but actually I'm going to go with this other business, this other person because they're offering me something better for whatever that reason might be. This probably can hurt the most, but the one of the last reasons that they might reject you is because they're scared that they themselves can't achieve what you're promising and I'm going to tackle this one here and now.

10:13 This is something that you can absolutely help them with before they get on the call. Helping them believe in themselves in your content is really, really helpful. And also even whilst you're on a sales call, telling them about people that are just like them that have achieved the similar results can really help to boost both the confidence in themselves but also their belief in you as a credible expert that you are showing and demonstrating that you have helped people just like them achieve that particular result. Now, if after all of that, they are still wavering on their self belief, you know there's only so much you can do and this is when you have to decay. Okay, all day, really the best client for you at this time. Or they perhaps is this showing up as a lack of commitment? Is this showing up as, do you know what, they're not ready to work with you because at the end of the day we have to keep our moral compass and we have to really look at is this the best person that I can help?

11:17 Am I really going to be able to get results with where they're at at the moment? Because something that I see happen a lot, particularly in the coaching industry, is that people are taken on board at the wrong time. Yes, they're promising the right goal in terms of that's the ultimate goal that they want to achieve, but they are far too soon in the process to make use of what you're offering. And to me, it's completely out of integrity. For people to be doing that, we need to have some kind of prerequisite list when looking at our particular client. In order for them to achieve the result, they need to have these things in place first. And if you're not helping them do those things, or if you're not the right person to be helping them put those first things in place, then it's, you need to be sending them elsewhere and not taking them on.

12:10 Because I do think that it's, it's, it's just a shame because this is where we get so many people who are going, Oh, do you know what? I spent so much money. They're not afraid of investment. They've already invested, you know, hundreds if not thousands of pounds into that to their learning development. And you know, building those foundation, those supposed foundations. But actually when they look at it, they weren't building those foundations at all. They started working on something that was way too far ahead in the journey for them to make any real progress. And so it's really important that we recognize that and that we have that set of prerequisites for the people that we take on board. So let's talk about return on investment because this is a big one that I think a lot of people get confused on. You know, I hear a lot of the time people saying, Oh, you know, well you're a business coach.

12:59 It's easier for you to sell something and not be rejected because it's very money orientated. But actually if you look closer at what I do, yes, money is, is, is a big draw for people because the end of the day, if you're a business owner, you should hope for, he wants to be making more money. But you know, a lot of the people that buy from me, yes, that is one of their primary motives, but they also want that sought after status. That's what they are truly after because they know that with that will come. The element of getting the money, and when I first started out in business as in the guise of a business coach, I was selling clarity. I was selling clarity on finding your niche. Now that was what people wanted. Again, because they had a high awareness of their problem, they knew that if they got that clarity on their niche, they are not only going to make the money eventually because we know that's the first step to doing it.

14:02 They know they're not going to get there unless they get that in pace fast are they're going to be able to actually start marketing properly. They're going to be able to call in that ideal client. They're going to be able to start producing that content around what they do. They can start speaking and talking to the right people and feeling in alignment and passionate about working with somebody that they are passionate about working with. Really connecting with the why, so the return on investment doesn't always have to have to be money. The best way to look at return on investment is to ask yourself the question of what are they really buying? Now, FedEx had this excellent way of looking at their business and they said this truly, when they realize this, this truly was the turning point of their making, the amount of money that they now make as a business when they realize that there's a difference between an external problem and an internal problem.

15:08 So yes, FedEx helps to get a package from one place to another. You know, that's what they do. But what they are really selling is peace of mind. That trust to know that that package will get there in one piece at a specific time brings peace of mind to the customers that use them. They said that when they realize this, they were much more able to sell the benefits of their service. So it's about looking at that external and internal problem. So for instance, when you're, when you're buying insurance, you're buying peace of mind and security. When you're buying a cleaning service, you are buying serenity. You are buying that environment that you can just come home from your, you know, a stressful day from pound, the safer that has been neatly arranged. W you know the cushions perfectly PERTs you know, everything's absolutely pristine.

16:15 It looks like a hotel room and you start feeling these feelings of peace and relaxation rather than, Oh gosh, okay now I need to go and do the washing up. I need to Hoover cause it looks like a mess and I can't relax in this environment or weight loss. You are buying vitality and confidence. So obviously these are very kind of high level things that I'm talking about and the impact of all of those things run much, much deeper. So it's about looking at, okay so what is the external internal problems that I'm solving? And then also what is the impact of getting that in your life, you know, on your finances, on your mindset, on your health and really looking at the entire picture. Because when you can really fathom the entire impact, you are much more able to work out the entirety of the return on investment.

17:11 And then of course it's ensuring that you are articulating that every step of the way, preferably before they even get onto a sales call with you. So, but the time they get there, they really understand the true value of what you're offering and also knowing it for yourself so that when you are on that call you can very easily explain how you benefit their life. And obviously, you know, and hopefully we're going to get Jessica Lorimer on this podcast, my cage, my sales coach, because she is the queen of sales calls to come in and talk to us a bit about, about how to communicate on the actual call itself. But it's also about listening to your ideal client to listening to them on that call to find out, you know, what are the problems and how do your solutions help those problems and what is the then the impact of that.

18:07 So there is a little bit of fact finding problem solving and really looking at how you can best serve that person and help them achieve their goals. But my specialism is around creating that content before they get on that call. To really articulate what it is that you're offering them so that they're already a yes and that really the sales call is more of a decision making call. It's about dotting the I's and crossing the T's, working out payment and those kinds of things versus trying to convince somebody that are the best option. I would much rather you sorted all of that out before they got onto the call or at least as much as you possibly can because it makes your job a lot easier when it comes to securing that sale. So articulation of the return on investment of the value of what you're offering is very, very important.

19:06 Now, the last point that I wanted to cover off here is this whole, I found a better option reason, and this is a tough one because this could be for various different reasons, which is why it's important to look at your business as an entirety that it's not necessarily a quick fix when it comes to becoming the first choice and you know, not second best, but here's some things that really help to ensure that you are picked as the first option and that first thing is, is obviously to create a concrete USP that helps with their specific problem. Now that's really important because you could have a lot of different selling points in your business. You might even have an order different perhaps unique selling points in your business, but which specific USP helps with that primary issue that they have going on? The more you can relate it back to the thing that's stopping them, the more compelled they're going to feel to buy from you.

20:13 And if you need some more information around creating and a concrete productized USP that specifically helps with your prospect's problems, then do check out the first episode of the expert on rival podcast, the first full episode, not the trailer. That will take you through how you can start to do that. Another way in which you can do it is through specializing in people just like them, so helping people that are labeled as people just like them so that the service that you're providing fits them like a glove. It's not a service for everybody. It is a service that is specifically bespoke to people just like them. Now it's important to differentiate here between a bespoke package for them specifically because everyone likes a bit of special treatment. Absolutely, but actually what's more powerful is to say that you have helped people just like them because my third way of being able to show that you are, you're the best.

21:18 The first option they should, they should be looking at in the front. They shouldn't be looking anywhere else is looking at the fact that you're the best business. The best person to be helping them is showcasing results for people just like them. Because when they see they can get that belief that, wow, you know, I can do this. You know, I'm exactly like that person that they've helped and they're helping people like them day in, day out. So not only have I now boosted my own confidence in my ability to achieve the results, but I've also boosted the confidence in you as a business because I now believe in you because you have helped this specific type of person, specific type of business, you know, over and over. So you have this proven process that clearly works. So you can showcase those results. And then obviously you've got the fact, you know, showing that you're the best business or the best person to help them are all in all of these different types of credibility pieces around, you know, have you written that?

22:19 But are you positioning yourself as that market leader by doing the things that other people are not willing to do in the industry? Are you putting yourself out there all you were thought leader in your industry, all you somebody who is challenging other people out there in, in, in your industry to think differently. You know, what is it that you are leading with that really puts you up there as somebody to listen to? Because it's very rare that people will quibble about money and pricing. It's normally about, you know, all you the best person to be investing in. It's not what I can see. You're the best person to be investing in but actually want a cheaper option over there. And even if that were the case, do you really want them as a client? So if you've ever been rejected or you in the future get rejected some questions that you can ask yourself to analyze the situation to up your game and take your sales and your marketing to the next level is to actually look at did I truly show them a return on investment to its full extent?

23:27 Have I shown them the value? Have I done everything I could to present myself as credible to build that trust with my prospects? So much so that they feel totally confident in my abilities? Have I been really clear on the solid results and outcomes that they will actually get? Why didn't they choose me? What could I have done better to tune into what their true desires, true wants or true values, where perhaps you are offering a solid result or outcome. There really wasn't speaking to any kind of emotion. So what can we do to fix that? How can I help them to build confidence in themselves so that they too can believe that they can achieve the results that you help others to do? So when you stop running from the truth around the reasons as to why you might be getting that rejection, you'll find the answers and those answers will allow you to get a different result.

24:31 A yes. So I hope you've enjoyed this episode. I really do love hearing from you, and again, if you'd like to chat and discuss about working together to move forward, articulate with full clarity on the return on investment and value that you bring to the table so you can position, position yourself as the number one option in the market. Then do you make sure that you book a call and I'll see you in the next episode

Dec 11

Positioning Yourself as an Expert (when battling with imposter syndrome)

By Jennifer Hall | Podcast

When you want to position yourself as an expert but you don’t completely ‘feel‘ like one, it can be a tough endeavour. Especially since you’re aware that it’s critical to your success in becoming a market leader or even just being seen as credible.

In this episode we cover:-

  • The mindset shift that allows you to be a confident expert despite the imposter syndrome. 
  • The strategic shift that will not only position you as a credible market leader but will also see your marketing become a highly effective conversion tool.
  • The three things that will WOW your market to believe in you as an expert.

Links mentioned in the episode-

Email – jen@jen-hall.com

Book a Call with Jen – bit.ly/claritycallpodcast

Join Jen’s Facebook Group – Unrivalled Experts

Read Full Transcript

Please note this transcript is machine generated so it is not perfect and should be used for reference only, you will get the best from the podcast by listening to it in it's designed format.

00:00 This week on the Expert Unrivalled Podcast, we are talking about how to position yourself as a credible expert even when you're struggling with impostor syndrome. I can't wait to get stuck in

00:19 Hi there, Jen here, your business positioning coach and market leadership expert. I'm really excited to dig into this episode because it can be really hard when you know your stuff, but there's still those elements of doubt that creep in, that prevent you from really showing up as the true expert that you really are. And as always, if after listening to this episode you want help with positioning yourself as a credible market leader in your fields and you'd like to talk about how we can make that happen to become the number one choice in your markets, just book a call at bit dot Lee. That's bit.ly/Claritycallpodcast. So there's a few things that I want to mention around the word expert. It's a very triggering word and it can really affect us because we put it on this pedestal where we think it's this thing that is almost unreachable.

01:19 Now, the first thing that I want to say on the matter is that yes, actually you would be correct. It is an unreachable target to be a true, true expert. This is my belief because at the end of the day we have to make this mindset shift around becoming an expert. You will never know everything about every situation. You will never be a true expert from the point of view that everything is constantly changing. Things aren't static. Things evolve. They change. And so what you previously knew is almost not irrelevant, but it has to adapt and change with it. So it's important to realize that you will never know everything about your subject matter. So if it helps to kind of let yourself off the hook for at least the moment, then it's going to help you to move forward. Realizing that really what you're striving for is unachievable.

02:20 But you can be an expert in comparison to your ideal client, to the person that you are trying to help. Because if we look at the people that you're trying to help, you are an expert in comparison to them, particularly if you have walked in their footsteps. If you have walked beyond where they are and have achieved what they want to achieve, then you definitely are an expert. If you have worked with somebody in the past to help them achieve particular results and you have done this a few times, you now have a proven process that you know works. You are an expert because you have taken someone through a repetitive process. I would potentially even say that the latter part of what I said around even if you haven't walked in their shoes that you are, you are showing someone through because there is an argument that just because you have, you know, gotten through a particular process that just because you've been through it, taking someone else through, it's a very different story.

03:31 And I absolutely agree with that. Doesn't mean you can't. Absolutely, not saying that people who have experienced that you know, their challenge and they made the comment that they can't help other people do it. You absolutely can. But it is a different set of skills and tools that you also need as well as the experience that you've been through to help other people through it. So the real test and the real Mark of success for me is the fact that you can take people through that process. So the people who I'm talking to you on this particular episode is not the people who are starting right at the beginning of their journey, who perhaps have just experienced it for themselves. Yes, you are qualified to now help someone else through that. But I don't think in all honesty that you can cast yourself as an expert at that stage because in order to help other people through it, you would need to prove it in order to be charging the amount of money that you want to charge for it.

04:30 You would need to have proven that you've got people through that to charge and position yourself at that level. So it's about recognizing where you are and understanding that. But I also think that there are a lot of people out there who for instance, let me give you an example. I spoke to guy about two, three weeks ago and he kept saying, well, if anybody in the game, six months, I've even been doing this six months and actually what it was, he's only been doing it for six months in his current guise, in the current position that he was in. But actually he's been doing it for at least 20 years in various other positions. And that's the thing we have to recognize is actually all we truly seeing the full extent of our talent. Are we truly seeing the full extent of all expertise.

05:24 I know a lot of people who come out of the corporate environment and are set up as a business and they keep saying that they're new now they're new to business. They're not new to their skill or their talent. And so he's recognizing how long have you truly been doing what you do, taking into account your entire history. So you have to take a long an honest view of it. Are you discounting your history or on actually do you need to start taking stock of how far you've come or are you truly new? The subject matter. And if that's the case, then if it's the case that you do need to prove yourself to help other people in order to see that what you've been through, how you've done it can actually help and serve other people. Then start that because it's only by beginning that you will ever truly become an expert.

06:20 Okay? So it's important that you understand where you are on your journey or are you one of these people who are completely discounting the journey and actually you should be taking stock of what you've been doing. And don't be disheartened if you're listening to this thinking, well no actually I am that person or I'm new to my subject matter. That's totally fine. Everyone has to start somewhere. But where you need to start is beginning to help other people. And you've got to do that, but it's about charging for that help appropriately not charging as a seasoned expert that has X amount of years of experience. It's looking at, okay, well I'm starting new and I do need to prove myself. I recognize that, so let's try this out. Let's get some clients under my belts at an appropriate charge. In all transparency, letting them know that it's a new program.

07:14 You're not new to necessarily that the skill because you've done it yourself and you want to help other people do the same thing. Okay, who wants to work with me? Who wants to try this out? And getting those testimonials and those case studies under your belt that will prove to others and yourself that you have something that you can stop truly, really charging its worth. So it's recognizing where you are in your journey. It's recognizing that no matter how far you are on your journey, you will never know everything. And it's really interesting the journey of becoming an expert. When you first start out in something, you get really excited. You perhaps start reading a book and it opens up your mind and you read this fantastic book and you get inspired by what's in it and you start thinking, wow, okay, I can really help other people implement this, this, this information.

08:05 Because when I look back at my life, I've done this and I've done this and I can now start helping people. Now the problem with that is that that book is a contained amount of information written by somebody who is trying to extract all of their thought processes, their knowledge, their facade philosophies on into one concise document. And so you'll never fully experience a full picture through doing that. But a lot of people, get inspired and they're off on their first journey . They are full of confidence. They're ready to go, they're ready to show the world how they can help them with the new knowledge. And then they hit this wall when they realize, okay, wow, I, I've started journey, but now I'm actually recognizing that I don't know everything, but I also don't know enough. And people can go one of two ways.

09:06 They can either give up on doing what they feel truly inspired to do or they can recognize where they're at on their journey and they can actually take a turn and go, okay, I may not know it all. So let's start to find out more about this, that open up that can of worms and that recognizes that now, so many people stay here, they stay at this level for years and they carry this feeling of, Oh my gosh, I don't know it all. I don't have enough information with them. Even though time and experience has taken them through a process, we're now actually they do know a lot more than they did. Still recognizing that they won't know ever know everything, but they certainly know enough to help a particular person. Which brings me on to my next strategy because I think mindset is really important to to get your head around and to realize the fact that you won't know everything, but in terms of actually creating a solid strategy that will really help to not only position you as an expert, but also really help you feel comfortable in your zone.

10:21 And it's about setting boundaries. It's about understanding your remit about where you're able to help and and where your expertise start and finish. Because a lot of people can get a lot of ego onto their belts and they're like, Oh, I know I know a lot about everything. Some people can go the other way where they're not battling with imposter syndrome, but actually they've got a lot of a lot of knowledge that they think, Oh, well I work for everyone and this is the thing as we know it, not everything works for everyone. Sometimes we have to recognize that yes, it worked for you. And yes, it works for this specific type of person in this specific situation. But start taking those people outside of that circle and everything starts to become a little bit more vague and they've not ticked all the correct boxes.

11:14 And so will it still work? And quite a lot of the time the answer's no, no, it won't. No, it won't work because you are an expert in helping someone very specific. And this is the strategy that I want you to start adopting. Now this strategy again will not only help you feel confident, wand will not only position you as a credible expert, but it's going to make your marketing super, super effective and clear like a laser. And that is specializing and niching. Okay? So when we talk about niching, it can be, it can be confusing to a lot of people because they think a niche is just like picking an industry. While I work in this industry, that's my niche. But what I want you to think about it, in this day and age, we need to start thinking about micro niches because the market's so saturated.

12:03 We start, you need to start thinking about, okay, how can I micro-niche and by micro-nicheING we can start to become a true expert very, very quickly because you start putting remits and boundaries in place. We can start to understand, okay fine, I know that I need to hone in all of my learning and development into this specific area because trying to learn a subject on a very broad level can take you a very, very long time. But when you start looking at a specific person, and this is what I, how I want you to think of micro niching or what you think of micro niching as looking at an individual who has a specific problem, a specific goal. When you do that, you will find that they won't be on their own. There will be other people out there like them, but you have to start with one person.

13:02 Then we have to look at, okay, who else shares this same problem and find the common threads between these different people who may vary in some respects, but there will be definite tick boxes to say, okay, this person is in this specific situation, they suffer from this particular problem and they want this particular end goal. And if you can start labeling these people in context. So let's say for instance as an easy example, they could be a male diabetic who is overweight, whose problem is that they want to lose weight because it's having an adverse effect on their health and the goal is to lose weight. Okay. You know that these people are, there are more than one of them. There will be more than one of them, out there, but they have those common threads. And you know that actually if you plough all of your focus into the learning development around that specific person.

14:07 And it might be that you arrive at this because your history is the fact that maybe you, you were a diabetic or that you had a family member that was diabetic who was overweight or there's some kind of experience because at the end of the day, I'm talking about this very technically and this is for another episode. Absolutely. But we also want it to be in alignment with, with something we're very passionate about. So we need to make sure that the person we're picking to specialize in helping is somebody that we're very passionate about helping and finding that why behind the reason why you're looking to help that particular person. But by getting very specific, you can start putting boundaries around, okay, well if they're not diabetic, then that's not who I knew. I might be able to help them. But, can I truly, and so it's about putting those boundaries around it and going, okay, so find the person I specifically help in my, all of my my coaching or my training or my consultancy or the my programs or whatever service it is you put together for this particular person of a spoke to, to somebody with diabetes who is overweight.

15:09 Who has those extra extra problems that you need to take into account. So not only is that going to help you feel well, way more confident because you started to really specialize in going, I'm going to make sure I find everything out about this and really focus in on and honing my experiences and my skills and my knowledge around this area. You can start to really own those expertise. So that's point number one. Point number two, the people who you serve are going to be grateful because they know that they're dealing with a specialist. And my biggest tip for you, if you're really struggling with the word expert, is to position yourself as a specialist because by specializing over time, you will inevitably become the expert because you are constantly refreshing your knowledge and learning development in this area. So yes, as things change, you will never know everything, but you will do your utmost to keep up in this area.

16:06 And do you know that, that it's totally feasible to do that because you could hone in those expertise. Again, you know, you're not necessarily a scholar. You are a talented business though, with something to share with the world. So you've got to know your boundaries. You have to know your remit of where you can fully and truly become that expert. You can't be an expert in everything. So specializing is the best way to become the true expert at at the point in which is possible, not that unreachable, unreachable, Oh, I know everything. Expert a tree racks, but will understand that they can't know everything because of the different factors and variables and a true expert knows where their boundaries are. So really understanding and specializing in helping those specific people is going to help you. It's going to help them because they are going to be wow.

17:01 Okay. In a lineup of people who help people lose weight, I'm going to want to pick the person who specializes with my specific problem. I didn't want to go anywhere else because they know my situation. They know how to deal with the extra problems that I have being a diabetics at. Therefore you're the obvious choice for me and that carries through into your marketing. If you're clever about it, you can take all of this into your content or how you position yourself on how you put yourself out there on your profiles to say, this is what I specialize in. You become known in your market as the go to person for that specific thing and it massively helps to bring in new leads for you to get referred because unless you become known for something specific, it's very hard for people to refer you, but when someone goes, Oh, do you know what?

17:54 I know just the person. This specializes in exactly that. Let me addition out food. It's so and so they will be able to help you because they've helped X amount of people in the past and your exact same situation. Get through that or achieve that and you will become known in your circles, in your industry for that thing. And that really helps to propel those leads to propel your positioning and to help to build that confidence in other people as well because they need to believe in you. And I'm going to come to talking about that. The three things that are going to help you to position you as a credible expert for other people to make their market go. Wow. But I just want to pause and just to give what I've just said, as much credit as it deserves because it is something that is so simple to do, but yet so many people fail to do so.

18:52 Do you recognize it? You will never know everything but start specializing . Pick a particular individual and you will absolutely help yourself, both in your mindset and your market in terms of helping them believe in you as a credible expert as well, and positioning yourself in that way. Now the three things that are going to wow your market and help them believe in you as a market leader, as an expert, as the GoTo business for helping people just like them. So obviously the first step is specializing, but then the next things that you can do is something that everybody talks about, but not everybody does. Yes, it's becoming more prevalent, but you'll be surprised how many people have it in the pipeline but never actually ended up finishing it or they never actually end up doing it properly. And that is writing a book and writing a book with the pure goal of positioning yourself as a market leader, as an expert in your field.

19:58 So as I said before, specializing is very important to get right first of all, before you attempt this step. Because if that is your goal, then you have to make sure that you have identified the specific people within that market that you are helping so that you know that you are writing a book for those people so that it positions you to those people specifically. But being specific and being really laser sharp in doing that is very, very important. Before you even attempt to write a book. And I'm going to do a whole other episode on writing a book because I wrote mine in in two weekends. So I'm gonna talk about that another time on that, exactly how I went about doing that. But it is totally possible, but you've got to just get it done.

20:55 But obviously in stages don't do it until you're ready, until you've got clear on who it is you're helping. And before you've had that real experience. Again, if you are just starting out in this, you're helping these specific individuals, you need to have a bit of research and experience, under your belt before you have enough content to put into that book. But don't wait for ages and ages and ages, creating a good structure and ensuring the title is right and showing that you are, the messaging is written exactly for those specific people within your market is going to be enough people. I sat on a table and I sort of bring out my book and that, wow, it's not every day you sit on a table with an author, people are really bowled over by it. For me, you know, it's always has, it has been a dream for me to write, to write a book.

21:51 It's not been necessarily a childhood dream, but when I, when I did it, what a, what an achievement and it's, it's a cracking book as well. If I do say so myself, I'm really chuffed with it. Don't get me wrong and I don't want to patronize other people by saying, wow, look at you. But that is the impression that people have. When you say you've written a book, if you've written a book, they automatically expect that you are an expert in your field because if you've got enough content to put into a book format, then people automatically think, okay, well we must know this stuff. So there is a great positioning tool and I'm not suggesting that anybody who was other than experienced and qualified in their fields and has already proven what they've done to help other people should attempt it. But if you have, if you prove, if you've got a proven skill that helps other people achieve something or that can inspire somebody a certain way, absolutely.

22:49 Writing a book is a great way to do it. It's not something that everybody has to do, but doing that is very, very important. Other people choose to replace writing a book for something like, I'm hosting a podcast for instance, but podcasting positions you as an expert as well. If you're able to provide enough content to create umpteen number of podcast episodes, people are like, wow, they really know this stuff. So you have to think about it strategically and not put it too much on a pedestal because it is totally achievable to do. It's achievable to write a book. It's achievable for you to start up a podcast, especially when you have that experience under your belt and it must be helps to position you to your market and for them to see you as a credible expert. The next thing is content. So when we just talked about books and podcasts, you've also got other content as well.

23:43 So we're talking about perhaps even we could talk about writing blocks. So if you're not ready to necessarily hit the stages quite yet, but you're quite happy writing a blog or running workshops on a Facebook live, anything like that where you are honing in on your expertise and sharing value again, positions you as an expert to other people because not everybody is comfortable or, or an expert in their field when it comes to your particular topics. So showing that and demonstrating that to the world will again make me think, wow, they really know their stuff. And it's about being consistent with that content as well. So people understand that you're not just that one trick pony, that you can consistently do that and he didn't listen to the episode around your content plan for market domination in 2020 then make sure you do. Because in that, I'm not going to leave at the point I talk about adding in opinions and thought leadership into your content because if you do that, that will seriously position you because when you own your own opinion and that you inject that thought leadership from a perspective of really understanding what's going on for your markets, people really listen up and they're able to pick a side and get behind what it is that you're fighting for.

25:10 So definitely go listen to that episode because that's going to really help with that content piece to help you inject what you need to do in order to position yourself as that quite a bit expert. But content massively helps to do that. But you have to realize that obviously people are bombarded every day by content and so it's about creating that content that's really going to stand out, that's really going to grab attention. That isn't just recycled from other people stuff that is really your voice and from with your twist on it, when you put your twist on your content, that's when people start to pay attention. But anyway, I said I wasn't a labor the point go and listen to that other episode cause it's really good and it's going to help you with creating that content. But the next thing I want to talk about that really helps people to go, wow, that's amazing.

26:03 Is running an event, running an event positions you as somebody as a force to be reckoned with. In fact, so let's, let's call it that. You are somebody that has taken the time to say, look, I'm going to create an event for this specific market. Again, gotta be clear on here is just speaking to you before you can do any of these things. I'm going to create event just for these people and I'm going to perhaps curate other people who also compliment what I do that also help this group of people and I'm going to pull these people together. People, this was my great business friend. Andy's thoughts. he said this to me when I was, I was having a wobble. You know, I talk about, imposter syndrome because we all suffer from it. Everybody, no matter what part of the journey you're on, whether you're seasoned or not, we all suffer from imposter syndrome at one one point in time, I was having a wobble over my own event that I ran about six months ago and he said to me the amount of people who were just so amazed that you have the ovaries of steel to get out there and have the confidence to put on an event, and because it's risky business putting on an event, it's an emotional roller coaster.

27:22 Oh, people gonna turn up. Are they going to love it? Am I going to get great speakers? Am I going to be able to deliver? You know, in all the stresses and everything else that goes on with running an event. Now I'm not really selling it to you. I appreciate it because I've just named all the things that are now probably going, Oh my God, it sounds quite stressful and yet it is, but it's also extremely rewarding and it's rewarding emotionally. It's rewarding because it's great fun, but also it's rewarding because while does it position you as somebody to listen to because people think great, wow. Again, they must really know their stuff if they're confident enough to put on an event for us in this, for these specific people to help us achieve X goal, and this is one of the reasons that events fail is because people put on an event for the sake of putting on an event instead of thinking about their audience and thinking about, okay, what's the purpose of me running this both for my audience, but also for me?

28:19 How is this gonna work on both levels? So being strategic about it's about your events, is it really, really important being strategic about the content in which you put into those events? Events are really, really important as well, but it does position you. It gets your name out there because you've got to promote it at the end of the day and getting out there and amongst your market with this event, promoting it and shouting about it. Even if people don't come to the event, they're still looking and looking at you from afar and well, it's like a fab event. Is this going to be amazing? They all go, here's somebody to listen to. They are a force to be reckoned with within this industry because they are tackling this problem. They are helping people achieve this goal and that's incredible. That is genuinely what people think, whether they write home about it or not, that these are the kinds of things that help position you as the person to listen to in your market and the secrets.

29:16 All of this is, and new one can be an expert and anyone can put on an event. Anyone can write a book, anyone can write a blog and anyone could start a podcast. Anyone can do it. It's just the case. What separates out the people who achieve expert status and to achieve the expert level with integrity, I'm talking about not just in terms of what other people think of them, but in terms of actually who really truly achieves the expert status in which I'm talking about what's possible. Not knowing everything but knowing enough to be an expert for the person who hasn't quite got there. What separates them. Other people that do the things that help them get there. The people who choose to put the boundaries in place, they choose to specialize in an individual. They choose to put the learning and development and the investment and time that goes in to knowing all they possible as possible to know about their problem, about their goal and how to achieve that goal on the impact of what's going on for them in terms of their circumstances.

30:28 Who puts the effort into getting, going through the stress of creating an event through working out the tech and starting that podcast podcast to putting in that deadline and just putting that pen to paper and writing that book or finger to finger to a recorder. Can't think of the word key. That's what separates the people who make that expert level and not because it is effort. It does take time. It is a journey, but you are separated from the people who never make it just by taking action just by doing the things that you need to do in order to get there and some of these things can be done at the same time. You know, people would argue, well you can start writing a book as you go and record it as you go. One of my great, another great business friend of mine, Sanai Floyd, wrote a great book called paid in full and that was something that she wrote as she went.

31:33 She recorded and documented every step of the way from being in debt to then making a huge profit and so she started writing it from the first day of when she decided I'm going to get out of this debt. She reported it and then she, at the end, after she'd been through the journey, she pulled it all together into a book. So there is no kind of rule on when you can start doing things and that's the thing. You have to start where you're at, but be a bit clever about it. Be strategic. Think about things about how you can start right now to get to where you want to be. I'm balls to imposter syndrome because we will never get rid of it. It's always going to be a constant battle, a new level, a new devil as they say, so own it, realize it, get it and move on.

32:25 Reject imposter syndrome because it will always be there. You will never know everything but know enough and keep that learning and development going into your subject matter because things will be forever. You're going to have to keep up with it, specialize, know your boundaries, know your remit. I'm really focusing on serving and helping a specific person and you will automatically reach that expert level without you ever realizing it. So I've hope you've enjoyed today's episode. I certainly have enjoyed recording it as per usual. Do. Make sure that you hit me up at the Jen@jen-hall.com to email me with any aha moments. Any other questions, anything you'd like to hear on the podcast? Do you let me know? Do reach out, and as always, if you are looking to speak to me on how you can start positioning yourself as an expert to get known as a market leader in your field, then do book a call with me a I will see you in the next episode.