Frequently, it helps to be recognized as an expert in the field you are doing business. Its a great marketing message and a real help in creating credibility.
How does one become an expert? Two basic paths, the first, a bit more traditional, spend a lifetime in the industry arena, obtain a specific educational background. Both take a very long time and are impractical for the new entrepreneur just wanting to enter into the business arena today, as a player!
There are alternative paths to reach the same goal, being recognized as an expert, a specialist with trustworthy credentials.
Here are some ideas:
1.Learn about whats important in your industry today…become current. Every commercial niche has one or more trade magazines. Obtaining a few back copies, three at least, and read them cover to cover, noting the editorials, as that’s whats currently on the minds of the industry leaders, and you should adopt the opinion of the lead editorial from the lead magazine in that genre. They know what is best for themselves.
You should be adept on the subject and have an opinion or two, you are an industry expert.
Note the advertisements, as they will tell you whats new and what is important to the industry as well as what are the leading businesses and what they are talking about and selling.
Of course read the letters, the articles and everything else as it broadens your awareness and information base.
2. Write an article and have it published in one of the industry magazines, not as hard as it seems. Once done you are a published writer in the industry and this can be footnoted. If you have trouble getting an article published, respond to a few letters, that’s easier and will start the process going. People will see your name and read your material.
3. Just about everyone lives near a University, College, State School, Technical school, some bastion of higher education and learning. Offer a prof. or a dept. head or a club or a service org. the opportunity to have you speak at their forum on a subject you are an expert on, no charge if course.
Run your own seminar, it has the same effect. Building credentials.
If your subject matter and commercial application has some public interest merit, you may be able to get a local leading business to also let you speak after hours or at a meeting or a club. Additional credentials as now you are a public speaker at leading businesses and corporations…
Now you can add to your credentials: nationally recognized and published author, lecturer at Universities and Colleges, a nationally respected expert on…. you fill in the blanks.
5. Send out press releases to the local press repeating your credentials and promoting your speaking, or writing, or seminar or whatever you have to promote and a message that you are delivering, that is of interest to and important for the general public to know about.
You have begun to cement your credentials and reputation into a solid foundation of respectability.
6. Create a web site and a blog and begin to communicate with your potential market discussing the issues and creating an open forum with you as an expert as evidenced from your credentials and involvement as well as you diverse commitment to the industry.
On this web site and blog you can further establish your credentials and publish your materials including the press releases and articles etc. more credibility.
7. Join a national trade organization for the industry your in and offer to write for the newsletter or magazine, a monthly column on interesting aspects of the industry, of course your name and business name will be mentioned, you will include your web site and other contact information at the end and will cleverly insert your self subtly and tastefully, into your writings, when appropriate.
Now your writing a monthly column for the industry trade mag, you must be a respected expert.
If you can afford it, give a seminar, have a booth, get on the board or any committee for the organizations national trade show, this will all give you enormous credibility and visibility. Speak at the trade show, sponsor an event, get known. Be a presence.
In the end it all leads to more business as we are marketing you, the expert, and the sale comes along for the ride.
With a little effort you an become an expert in a very short time period. Do it. Call me if you need some help 413-549-2966.
