Show Notes

What’s the one thing you need to demonstrate in order to be seen as valuable…so you charge higher prices and clients feel lucky to work with you? 

In a service-based business, you’re selling expertise. You’re offering knowledge and skills beyond what “everybody” has. 

You hire a licensed electrician because a handyman might do the job...but you want to be sure they won't set the place on fire by mistake. You hire a professional decorator because you want someone with flair who adds something to the project…something you couldn’t get from anyone else.

Your clients hire you when they see you as an expert. How do you make that happen?

You can present credentials and testimonials. You can talk about how long you’ve been in business and point to a list of satisfied clients.

But your most effective strategy for presenting yourself as an expert will be the stories you tell. They won’t necessarily be about you or your successes. 

These stories have specific qualities that communicate, “I know what I’m talking about.” You’ll never have to say that directly. Your audience knows.

In this episode, you’ll hear examples of 2 stories from a business book, The End of Average. One story comes from the author; one from an area outside his experience. They position the author as an expert on a topic that’s new.

We’ll analyze these stories to explain what makes them successful - and how you can use them in your own marketing to communicate your expertise and authority. 


Todd Rose, The End of Average 

Article: The Flaw of Average


How to create content that establishes you as a credible expert in your field - Self-paced course

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