It’s hard to market the best. It’s far easier to market the only.

When we consider which subject experts to work with, one of the key factors we consider is their ‘profile’, and how this stands out against their competition or alternatives.

In an economy where everyone is fighting for attention, it’s critical to have a strong personal brand that separates you for the crowd. With the rise of gen AI, I suspect this is only going to get more important for subject experts to distinguish themselves from the pretenders that don’t have the stories and scars that have come from their experiences.

Here’s what we look for:

🎯 They’ve niched down to a point where they have become the go-to person for their expertise.

Andy Savva PgDip CAE EngTech FIMI has nailed this. In an industry where everyone focusses on technical skills, he’s cemented his position as the (only) person to seek out when you need help building a robust independent garage business.

🌵 They have a ‘spiky point of view’. They don’t sit on the fence, and have raving fans as well as the odd hater. They have confidence in their strong opinions and aren’t scared to share it.

🆘 Unbridled passion to help their ‘tribe’. They have a burgeoning desire to help their audience (many of whom remind them of themselves) overcome their challenges and achieve more.

They want to create the solution they wished they’d had when they had started out (Look out for Ryan Mulhern – Video Expert‘s upcoming smartphone course that is exactly this).

✊ Challenge the status quo (for clarity – not Francis Rossi). They’re frustrated with the standard way of doing things, and know that with a better approach outcomes would be much different.

Martin Mellor is a prime example of this in actually helping people develop the confidence to have conversations about finance, rather than just being able to reel off explanations of finance jargon.

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That sound like you? Want to scale your expertise? Check out our free scorecard to assess your potential. 😎

Andy Jack

Andy loves helping subject experts, authors, speakers, coaches and key persons of influence to monetise their expertise with online learning. When not on his laptop, he'll usually be found up a mountain!