Everyone prefers to buy from or on the advice of an expert; it’s just human nature. After all, you’d be more likely to try out an unfamiliar food on the advice of a nutritionist or use a brand of tire recommended by your mechanic wouldn’t you? Of course you would – anyone would; this natural (and perfectly understandable) tendency can work in favor of your business.
The challenge is to become recognized as the expert in your field and for your group coaching program. There are publicity strategies which can help you to realize this goal; but there is one very important thing to get out of the way before we look at these.
First of all, you have to actually be an expert in order for any of these techniques to work. You’ll only be able to fake it for so long before you’re exposed as a sham. Don’t try to position yourself as an expert unless you genuinely are.
Make a concerted effort to improve on your area of greatest strength by researching and deepening your knowledge of the topic – you’re only as good of an expert as your knowledge. So how do you share this knowledge with the world to become renowned as a leading authority in your field? Here’s a few publicity techniques which can start getting you noticed.
1) Writing – whether for your own website, books, guest editorials in your local media or (if you’re able to do this) in your own newspaper column or other media outlet, you need to write content which makes your expertise useful to readers. Give people information which they can use and that shows your knowledge. People have questions; give them answers.
2) Broadcast media - Start trying to get booked as a guest on your local radio and television stations. Having the chance to share your expertise with the public directly is a powerful thing which can quickly build your reputation as someone who really knows their stuff. You can try being booked on your own or by hiring a publicist to get your foot in the door with your local media outlets.
3) Public speaking – There are few better ways to make an impression on people than through speaking to them in person. Brush up those public speaking skills and offer your services to any and every organization that regularly brings in guest speakers; exactly where you might want to target your efforts depends on exactly what your field of expertise is. However, good candidates include business and civic organizations such as the Rotary Club. Any organizations whose interests match with your own area of expertise are also ones you should aim for a guest speaker’s slot with.
Publicity is really what it’s all about if you’re trying to get your expertise recognized. Without the public’s notice, you’re just another clever guy or gal who knows something; when people know your name, you’re an expert.
Being recognized as an authority gives you a great platform to build your business – after all, we’d all rather make a purchase which is recommended by the experts.
Shannon Cherry is the publicity/media expert for Group Mastery. Known as The Power Publicist, she helps coaches, entrepreneurs, consultants and solo professionals attract more clients and customers through the power of publicity.