How to become an expert through Expertisement
March 29, 2008
You can’t become a recognized expert until you are first recognized.
The old way of getting people to find out about you is through advertising and “pushing” your message on people whether they want to hear it or not.
The new way of getting people to find out about you is by using web 2.0 to turn your knowledge into valuable content (tutorials, interviews, presentations) that INTERESTED people find and “pull” through the internet in video, podcast or blog. This form of marketing and public relations is called Expertisement.
Expertisement is turning your knowledge into your marketing message.
Being an expert requires three things:
* Recognition
* Demonstratable knowledge
* Credibility
If you are in business and succeeding, chances are you have demonstratable knowledge that you already share with your customers and colleagues. Perhaps you have some of it on video or audio files already.
Recognition comes from getting that knowledge out to your marketplace with enough frequency to be at the front of peoples minds. Expertisement replaces your advertisements that say “buy from me”, which people ignore; and instead puts out messages that say “learn from me,” which people value because they offer real benefits.
What is so exciting about the internet is this Web 2.0 phenomenon that we call social media. Everyone has access to share their knowledge. Online communication is about a conversation, whereas old media is about a one way interaction.
By sharing your knowledge with this giant audience of people, you get the recognition you need and deserve, while showcasing your talents and capabilities. When these targeted people need a service like the one that you offer, they think of you first. You become the obvious choice. They sell themselves on needing you.
When you demonstrate your knowledge and earn recognition for answering people’s questions; then you have credibility. Credibility is a currency of its own. It ads to your brand equity and pushes your point of view above other’s without perceived credibility.
Targeting real knowledge to people that are thirsty for it is the secret behind becoming an expert.
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