Expert Secret # 1: Become The Attractive Character That Attracts More & Better Clients

November 01, 2017 8:46 am


Expert Secret # 1: Become The Attractive Character That Attracts More & Better Clients

My favorite marketing book of the year is Expert Secrets by Russell Brunsen.

Among the many features of this book that I really like is the format which details 21 helpful marketing secrets. Individually and collectively, these secrets will help business owners, including professionals, find their message and build a following of loyal, supportive clients.

The following post is based on Secret 1: The Charismatic Leader/Attractive Character.

At the end of article, there is a link which will help you learn more about the book … and even get a free copy, paying only for shipping.

Making A Difference

Of the many definitions of the term “professional”, this one offered by the Miriam Webster dictionary is among the best:

participating for gain or livelihood in an activity or field of endeavor often engaged in by amateurs”.

The underlined phrase is what distinguishes this definition from all others.

Today’s easy access to technical information has allowed anyone and everyone to become an instant expert … ready and willing to offer advice on virtually any topic.

However, unlike true professionals, these amateurs usually lack the depth of knowledge, understanding and experience required to provide valuable fee-worthy advice.

Individuals who deliver professional services are in the transformation business. Typically, we help our clients make the transition from where they are … to where they want to be.

Supported by their know-how and expertise, the most successful self-employed professionals are as motivated by the desire to help others and make a difference in their lives, as they are by financial rewards.

This desire to help distinguishes charismatic leaders and attractive characters from all others.

It is key element of your personal brand that consistently generates new business.

Silence The Inner Critic: You ARE An Expert

Many people have a sense that they can do great things.

Yet at the same time, they have this other voice that consistently tells them they’re inadequate, that they’re not enough. Not smart enough, not focused enough, not thin enough, not experienced enough, not good enough…

The strange thing is that often the more they do and the more people they help, the louder the voice of inadequacy becomes. Whether you’re just starting on the journey or have been at it for a while, just know that the biggest hurdle you’re likely to face is being okay with positioning yourself as an expert…

..you have whatever permission you might need to be able to move forward. You have the ability—and, I believe, the responsibility—to serve others with your gifts, whatever they are.

You have been blessed with talents, ideas, and unique ideas that have gotten you to where you are in life, and those gifts were given to you so you could share them with others. There are people today who need what you have. And they are just waiting for you to find your voice, so you can help them change their lives…”

Russell Brunsen

Expert Secrets

Your Results Are Your Certification

Not sure if you noticed it, but there is something missing from the definition of professional set out above.

In case you missed what’s missing … it’s reference to certification.

Given my professional training and qualification (as a lawyer), it would be reasonable to expect that I would be a strong advocate of certification. Nothing could be further from the truth.

Certainly, I was proud of the professional certificates showcased on the wall of my law office. Individually and collectively, they represented a huge commitment of time, energy and money.

But the real sense of gratification was helping clients with their legal issues and needs. Whenever clients thanked me for the results achieved, the fancy certificates were little more than wall decorations.

In the real world of serving and satisfying clients, favorable results and outcomes are better than best certificates on display.

The better the results you help deliver, the better and more qualified the expert you are.

Let your results be your certification.

One Chapter Ahead

Several years ago, I had the opportunity to teach English as a second language in Costa Rica.

While discussing the possibility with the director of the language school, I clarified that although I had considerable experience in helping adults learn, teaching ESL was a new and unfamiliar area for me.

In response, he explained that provided I had sound a understanding of the basics of English grammar, the lack of experience teaching ESL need not be a problem. All that was necessary would be to keep myself one chapter ahead of the students.

Reassured by his explanation, we agreed that I would start teaching … the very same day.

Happily his explanation was bang on. End of course evaluations indicated that I had in fact helped my Spanish-speaking students learn more English.

From experience and observation, it’s clear that the same one-chapter-ahead concept applies as much to providing services as it does to teaching ESL.

In order to help your clients, you need not be the foremost expert in your field. Provided you have sound a understanding of the basics of your field of knowledge and expertise, you can help clients. By following the one-chapter-ahead concept you can learn as you go, drawing upon your existing know-how and experience to come up with the right solutions to your clients’ issues and problems. This will help make you the attractive character that clients need, want and expect.

As noted, this post is based on the content of Expert Secrets by Russell Brunsen.

To learn more about this book and get your free copy, paying only shipping costs, click here.

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