There’s something about being a self-proclaimed “expert that can sometimes make people think of a used car salesperson.

Now, of course, you’re not pushing old metal, but the process of attracting clients is, in fact, sales—whether you like it or not.

You’re selling your expertise with the intention of getting paid the money you demand and deserve.

At the same time, if you’re a coach, strategist, or consultant in a competitive industry, your skills and ability to deliver results will be questioned.

It’s not personal but when it comes to handing over their hard-earned money, potential clients want to know that they’re getting the real deal and not a “lemon.”

So how do you back up your expertise?  Look beyond calling yourself an expert and focus on building a credible brand.

How to go from “almost it” to “legit”

Social media platforms like LinkedIn, Instagram, and Facebook are flooded with experts.

So how do you get your ideal clients to stop and stare at your work, lust after your words, and want to work with you?

Forget about what everyone else is doing and use your unique voice to carve out your own path in your industry.

Potential clients don’t have the time to figure out if you’re an impostor. They’re passing over the fake experts and following their business crushes who understand their struggles.

If that’s the case, when it comes to marketing your personal brand, ask yourself this question: “How easy am I making it for my ideal clients to connect with my message?”

Walk the walk

Your brand message is like the wind beneath your wings when it comes to showing your expertise; it needs to consistently back up your unique value.

To walk the walk means that it’s in your blood to talk about industry trends. To go above and beyond with client projects. To develop a brand voice that no one can replicate quite the same.

Your passion for helping your clients succeed must be engraved in everything you say and do—this includes your website, blogs, videos, and articles you share.

All these actions are a part of building a brand that shows you know what you’re talking about.

So, remember, the key takeaway is to back up your words with action. This is the best way to stand out and prove that you’re not just another “expert” (insert rolling eyes here.)

That being said, are you showcasing your expertise online? Here are some ways to validate your experience:

  • Let your clients sing your praises. (This goes without saying, but don’t forget (or be too shy) to collect testimonials after you complete projects and post them on your website.)
  • Define a clear niche and promote the top skills that are coveted in your target market. (Keep your expertise focused on a singular topic.)
  • Write and share blogs/articles that tackle common questions and concerns (Engage with your target audience and learn more about their interests.)
  • Create videos and workshops that show your thought leadership (Give your target audience a taste of the unique value you offer.)
  • Participate in targeted online business groups (Use your knowledge to help your peers and get visibility.)

If you really want to stand out as an expert, invest the time to build a positive reputation that boosts your credibility.

After all, you never know who’s watching.

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Marietta Gentles Crawford
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Marietta Gentles Crawford

Writer + Personal Brand Strategist, Founder at MGC Ink
Marietta Gentles Crawford is a writer, personal brand strategist, and author of "From Nine to Thrive: A Guide to Building Your Personal Brand and Elevating Your Career." With over 15 years' experience climbing through top corporate brands, she helps small businesses and freelancers communicate their brand message and stand out from the crowd.
Marietta Gentles Crawford
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