Never underestimate your role as an expert.
There’s a term my expert colleagues have tossed around called “marketing myopia.” It’s what you get when you’re too close to the product to get a clear picture of how to promote it.
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I must confess: I’ve been doing video for so long that I think it’s common knowledge. I read other experts and think everyone else must be reading them, too. So, what’s the point in sharing my knowledge if the information is already out there?
You may be struggling with the same doubts. That’s a huge red flag that you’re dealing with marketing myopia.
It’s time to step into your role as a subject matter expert. You may find that you’re one expert among many, but only when you join the conversation. If you remain silent, no one knows that you know what you know.
I guarantee you are at least one step ahead of someone else on the great arc of knowledge and experience in your field. That “someone else” may be a potential client who’s willing to pay for consulting…or a colleague who trusts your mentoring enough to refer customers to you when they need “expert” service.
Either way, they won’t know to do that until you start sharing what you know.
What should you share? From the mundane minutiae to hot, insider secrets.
Will your customers learn enough to do it for themselves? Possibly. There are four likely responses to every piece of knowledge you share with customers:
“Meh” – Do nothing.
“Thanks” – I’ll do it myself.
“Wow” – I want to do this. Feed me more info or guide me through the process. ($)
“Meh” – I need that, but it’s not the best use of my time. Do it for me. ($$$)
So, what topic do you know best? What could you talk about for hours? I have a friend who’s quite introverted – a man of few words – but “still waters run deep.” We were traveling by car to northern Virginia on a 7-hour drive and got onto the topic of computer networks in a home office. This fellow who usually has nothing to say talked for three hours about his customers’ challenges, threats and opportunities.
He told me things I never knew…facts he assumed I had heard before. It wasn’t until we got into the conversation that he could see my lack of knowledge…and he stepped into his role as the expert.
Get into the conversation with your video marketing. You will discover that many people don’t know as much about your subject matter as you thought – and you prove your value when you share your expertise.
