ProfitCenterCoach.com – Episode 455 – How to be a Beginner and Expert at the Same Time!

“Fake it till you make it”

Wednesday: Midweek Motivation

It’s OK to be a beginner… in certain areas.  It’s also OK to “Fake it till you make it” – in certain areas.

Let’s explore.

Check out the photo I selected for today’s inspiration.  It’s a beautiful bouquet of wooden tulips.  Now… if you a gift shop with a spring display and have the wooden tulips, brilliant!  They won’t die.  However, if you’re a florist and you try to “fake it till you make it” with the wooden tulips… that’s just strange!

You are an expert in your business. You can’t fake that.  However, you might be a beginner at the social media thing… and that’s OK to “fake” – jump in, write a post, analyze what works, and do it again.  Learning on the job is OK!  This is the perfect time to “fake it till you make it.”

#doinginfinity

Tomorrow… come back for my episode on “Infinity Customers”!
PS:  Like my vibe? I want you to join my tribe! start here

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!
Sunday – Week in Review

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ProfitCenterCoach.com – Episode #448 – Show Your Inner Rockstar

“Traditional marketing is telling the world you’re a rockstar. Content marketing is showing the world you are.” RRose

Tuesday: Content and Consistency

Yesterday I chatted a little bit about serving your followers. Today we’re going to dig a little deeper.

Providing content can seem like a daunting activity.  At times you may say something like “I have to write my blog” and then you correct yourself, “I get to write my blog”.  That way you take the drudgery out of it.  (Words mean things… haha)

BUT…

Reread today’s inspiration.

“Traditional marketing is telling the world you’re a rockstar.
Content marketing is showing the world you are.” RRose

Content now fulfills a very important role.  Content becomes your proof.

This can be a review, testimonial, web page, photo, third party article… it can be anything.  But most of all, it exists.

You may be struggling because you “have” to write something… but when you switch your thinking to, I “GET” to write something and you view this “something” as your social proof, you have purpose!  Content is your ability to communicate with your customers in a way that was once only dreamed of…

YES! Dreamed of!

Right now… I mean right now, you can open up Facebook and communicate LIVE with the world.  This was a privilege once reserved just for major TV networks that could access satellites!  But right now, you can do this… FOR FREE.

And you’re not????  Isn’t that odd.

Hint:  Add LIVE to your list of really cool content creator tools!  It’s a great way to provide useful content for your tribe.

Tomorrow… come back for this week’s episode on “Midweek Motivation”!
PS:  Like my vibe? I want you to join my tribe! start here

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!
Sunday – Week in Review

ProfitCenterCoach.com – Episode 441 – Be an Expert, Write.

“Never try to teach a pig to sing. You waste your time and you annoy the pig.” Mark Twain

Monday: Subject Matter Expert

I picked today’s inspiration because it entertained me!

I kinda feel bad for pigs… I mean, we’ve heard the lipstick or earrings fancy it up – but it’s still a pig… right?  So now, we can’t teach a pig to sing!

Poor pigs.

But what on earth does this have to do with Subject Matter Expert Day?

Everything!

Becoming a Subject Matter Expert is not about forcing your knowledge onto someone else.  It’s about building trust by representing yourself as an expert so as to build loyalty among your following!

We’re not here to brag… we’re here to inform.  There is a difference.

No one likes a Know-It-All!  However, no one likes to have a quiet expert.  You know…that person that sucks all of the knowledge you have, is quiet, then speaks with a higher knowledge!  (Both of these examples remind me of being in a classroom setting – hated the know-it-alls!)

Anyway, your goal as a Subject Matter Expert is to teach through information!  Write articles on your website, create videos for Youtube, make downloadable fact sheets.  Do things that teach others – but most important… have it all ready to go so you teach those that want to learn!

There’s no sense wasting your time trying to each people that have no desire to learn, those are people that visit your website and quickly leave.  Spend time creating FAQ’s for your website that will attract and RETAIN those that want information.

As a part of the Infinity Marketing Machine you want to collect the email address of these visitors… so create the necessary capture tools.  But start creating.  Do this today!

Make it your goal to create one useful piece of information that positions yourself as an expert and post it on your website!  You may be thinking… how do I do that?  Just tell a personal story of how or why you went into business or how/why you offer a particular service/product. Your expertise will shine through!  (PS: It will position you as a thought leader!)

Start writing…

Tomorrow… come back for this week’s episode on “Content and Consistency”!
PS:  Like my vibe? I want you to join my tribe! start here

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This

Episode #326 – “Toot Toot” – Make Some Noise About Yourself.

“Don’t worry about being successful but work toward being significant and the success will follow.” Oprah Winfrey

If you have trouble “tooting” your own horn, think about today’s inspiration.  When you demonstrate yourself as significant you will achieve significance.  It’s a nice way of opening a backdoor to credibility.

When the idea of creating a plan to promote yourself as a subject matter expert is introduced, a common response is a general squirming in your seat.  Immediately a list of “not good enoughs” comes to light.  The “there’s someone better than me” excuses are checked off.

But if you start to document how you show leadership within your business or industry you may be more at comfort crafting your message. It’s much easier to show how you can provide guidance than expertise.

When you frame your messaging in the manner of being helpful, your chances of creating a blog or “about me” page some how seems easier.

The result is the same. The information that supports your “corner of the web” is such that when a prospective customer finds it they develop comfort in knowing your a real person that has credibility.

Credibility is formed best from 3rd party endorsements, whether it’s articles written about your business or awards and certifications received.  However, you can also take control by creating a blog and sharing your information!

Now… I just said information.  If the word “expertise” freaks you out, look to the word information to provide significance.  As you provide significance to your audience they will look to you as an expert.  I’d like you to consider yourself as an expert, but until that comfort level arrives, let’s stick to significance.

Now it’s just a matter of starting with your Linked In account… take a look and see if you can enhance your profile and “toot toot” make some noise about yourself!

 

Big Money Small Change Success
Character + Content/Consistency + Goals/Motivation + Customers =
Infinity Marketing Machine

PS: thanks for reading!  I really appreciate you being here.  Make sure to “like” this post… and follow me! (and please do me a favor… if you want more great ideas like the one in this post, just fill out this form and I’ll send them to you…  start here

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Action Steps
1- Look at your Linked In profile with “fresh eyes” – take the time to enhance your awards, education, and experience.  Come at it from a mindset of being a leader or providing significance to your followers, that may be easier than the word expert.
2- Install my free app! (SmallBusinessClubApp.com)

Podcast:
Listen to Episode #326 of the Two Minute Commute audio blog Podcast

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!

Episode #272 – Is Santa a Subject Matter Expert?

Merry Christmas!  Since Christmas is on a Monday, and Monday is our Subject Matter Expert Day, I thought, who better to explore, as a Subject Matter Expert, than Santa??!!  Now, before I get started… I have insight on this topic.

Back in the day, on my winter breaks from college, I was a Santa’s Helper … he’s a nice guy… always happy or “Jolly”.  Seeing as how Santa has been up all night delivering presents, I’m not going to call him for an interview.  Instead, I’m going to rely on my observations for his Subject Matter Expert status.

You might say, “OF COURSE SANTA IS A SUBJECT MATTER EXPERT”… but is he? He is a nice guy, heck, I ran into him at the bar on Saturday night.  BUT, does he have strong Subject Matter Expert skills?

Let’s find out.

A Subject Matter Expert shows strength and leadership in the following six areas: Influencer, Network, Ambassador, Honors, Study, and Credentials.  To be a Subject Matter Expert just remember the acronym INAHSC or everything you learned about being a Subject Matter Expert you learned by being “In A HS Clique (INAHSC)”

So how does Santa measure up on our INAHSC scale?

Before we start… we must know what we are measuring.  Otherwise the obvious, “OF COURSE Santa is a Subject Matter Expert” is blurted out.  But really what is Santa’s mission statement?  I looked on Wikipedia and their opening line goes something like, “Santa is a legendary figure that is said to bring toys to good/nice children on Christmas Eve.”

Sounds good to me…
Let’s test it.

Influencer:  Go up to any child and ask, “who makes THE naughty and nice list?”  Santa has a very strong mission statement and clearly, getting anyone, let alone a child, to modify their behavior without actually being in the room… dang, that’s an influencer!

Network : Santa’s social network of parents, not to mention grandparents, aunts/uncles, teachers, older siblings, is amazing, and the guy did this all prior to Facebook!  I think that’s something every small business can learn from.  I mean if Santa can create a world-wide following from his North Pole manufacturing facility without the use of social media, you can certainly create a strong network with all of the modern day tools at your disposal!

Ambassador:  This one I have a little more trouble with because, is Santa an ambassador of the toy industry?  When I think toy industry, I think of Hasbro, FAO Schwartz, etc… I don’t think Santa.  And… I did see him at the bar where the words “naughty/nice” have a different connotation associated with his branding.  The other thing… way back in his early days his suits were blue or green, Coke-a-Cola was the company that changed it to red.  His indecision to stick to one color shows all of us that we need to control our brand or others will do it for us.   Although, I’d have to say, his industry of toy manufacturing has been enhanced by his overwhelming generosity to such a degree that Santa, while representing the toy industry, transcends it to the feeling we get by giving and sharing in all phases of life.  So yes, Santa’s Ambassadorship stared in the toy industry, but has grown beyond that industry,  and continues to grow.

Honors and Awards:  Again, a hard category to judge.  And as a Subject Matter Expert, we need to understand that all categories make up a Subject Matter Expert but not all categories will be utilized in the same manner.  The goal of the Honors and Award category is to emphasize “street cred” or “social proof” for your brand when you are not in person to make the first hand impression.  It’s a way of showing the world that you have authority because a third party endorses you.  So while Santa may not be the recipient of the North Pole Chamber of Commerce Business Person of the Year, there are many toys out there that are “Mom and Santa Approved”.  So which is better… winning the award or giving the stamp of approval?  I don’t know… but I bet more than half of my readers have a letter in their souvenir box postmarked “North Pole”.

Study:   This one is where Santa is weakest.  Now I’m not going to diss his business model, because it seems to be working for him.  But what’s up with the manufacturing of rocking horses?  He must have one heck of an insurance binder on that division… also, do you ever see photos of the elves with the appropriate eye gear worn while working on the manufacturing line?  Under the “study” area of a Subject Matter Expert you want to stay at the top of trends, patterns, laws of your industry and you do this by reading websites, attending seminars, and in general continuing to learn/grow and implement new ideas.  I never got to hang with Santa in the sleigh to know what audible books he’s got piped into the sled on his world-wide journey… but even recent movies featuring his toy manufacturing plant show it might be time for a safety upgrade because there are lots of conveyor belts that people seem to fall onto to…

Credentials: Within your industry there are credentials.  You should acquire these, whether it’s an industry standard, a seal of approval, or extra learning title.  Credentials can also come from outside parties, so the fact that NORAD tracks Santa’s worldwide journey so we know exactly when to go to bed, says a lot!  The other thing Santa has going for him is that he has the endorsement of parents around the world, they make it a special event to bring their kids to meet him.  OH, and at the beginning of this post, Wikipedia does refer to him as “Legendary” – I don’t think your credentials get much higher than “Legendary”.

So while Santa could improve his work place facilities by implementing some new safety procedures, I’d say he’s definitely a role model for us on how to create Subject Matter Expert status as small business owners.  He’s also a cautionary tale to build and protect our brands, before others engulf and change them.  Think about how many aspects associated with the magic of Santa are not “protected” his name/likeness/image/story/Ho Ho Ho/sleigh… it goes on and on.  However, I’m glad it’s a “legendary story” that’s passed down from generation to generation that we all enjoy royalty-free.

And with that, I hope Santa is getting some sleep.   It’s not just one long night, the last six weeks have been crazy hours for Santa filled with lots of public appearances to maintain his Subject Matter Expert status.  (One fond memory I have of working with Santa was that he had a standing 2:00pm break to get his hair curled at the beauty salon… he wanted to look great for the evening visitors!)  So rest well Santa, we’ll see you next year!

Future Thought.  We agree Santa is a Subject Matter Expert.  But let’s say he picks up his game and starts a blog.  He wants to connect with his fans on a deeper level.  He’s writing and creating tons of content.  He’s got this great reputation and is known worldwide.  What happens when he decides to sell the toy manufacturing plant?  Is the blog an asset of the toy manufacturing plant?  This is the ultimate reason to create your blog outside of your business website.  Especially if you have a job!  When you change jobs or sell the business, you want to take that preexisting traffic with you… imagine going into consulting and starting out with a blog that contains 5 years worth of content and traffic?!?!  Santa should start a blog, but do it under his own personal name and use an RSS feed to his toy manufacturing business so he maintains ownership of the content, domain, and traffic. Just a little FYI Christmas Gift from me to you!

Grab my free guide on becoming a Subject Matter expert.

Big Money Small Change Success
Character + Content/Consistency + Goals/Motivation + Customers =
Infinity Marketing Machine

PS: thanks for reading!  I really appreciate you being here.  Make sure to “like” this post… and follow me! (and please do me a favor… if you want more great ideas like the one in this post, just fill out this form and I’ll send them to you…  start here

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Action Steps
1- Take a piece of paper and write the six INAHSC topic areas and document your skills… where are your strengths and weaknesses?
2- Make a list of where you need to improve!  More important, what you are going to do to improve!
3- Install my free app! (SmallBusinessClubApp.com)

Podcast:
Listen to Episode #272 of the Two Minute Commute audio blog Podcast (Today’s Podcast is about 5 minutes… I broke from my 2 minute pattern. Ho Ho HO)

Infinity Marketing Machine Daily Topics:
Monday – Character (Subject Matter Expert)
Tuesday – Content & Consistency
Wednesday – Midweek Motivation
Thursday – Infinity Customers
Friday – Big Money
Saturday – Try This!

Episode #212 – Share Your Information With the World And Get the Benefit of Increasing Your Subject Matter Expert Status.

“The miracle is this, the more we share, the more we have.” Leonard Nimoy

When you’re stuck and can’t figure out how or why to become a Subject Matter Expert, focus on the inspiration for today!   Because when you share you have more.

Take a look at the benefits to sharing.  First, your audience gains knowledge.  Second, you gain status.

When your audience gains knowledge they learn.  It’s a gratifying feeling when someone appreciates you information.  If you speak the feeling of compliments after the presentation is wonderful.  When you write an article and someone sends an email or message thanking you for your knowledge it’s great, too!  Recognition makes it worth the time you took to share that information.  Some people simply like the aspect of knowing they shared information that was helpful, others need the affirmation.

But either way you gain status.  The status is similar to a trophy.  It’s a living resume of what you’ve done to advance your cause.  When you write an article or speak at an event it is like getting a certification or endorsement that you can use on your website.  It’s funny, but people often forget this “perk” of the speaking/writing adventure.  You may choose to write an article because it’s a topic you are passionate about but when it’s published by another source, you can add it to your site and link back.

Same with speaking!  Make sure to take video and photos of your presentation.  At the immediate moment you may have NO idea how you will use these items, but someday you may want to create a brochure or section on your website titled “speaking” – it’s easier to go into your archives and pick out information from a past event vs. waiting for the next event!  I say do this all the time.  Even if it seems mundane… such as a trade show… take photos and a short video so you have the archive!  (Hint: I’d like to see you post it on Facebook, your website, and your email list – but for now… let’s just get the items)

So there are two ideas to building your Subject Matter Status; Speaking and Writing for Trade Publications… what else is there?  Well, you can always write a book.  (I’m still working on mine… I think I need some motivation to get past the “block” I’m encountering… ugh!)  But I say write it!  Everyone should write a book, share you knowledge.  Just get it on paper.  Last winter I wrote about 98 pages and then decided it sounded like every other book on marketing… so I’ve done a lot of personal experience to figure out what worked for me!  So if you’re contemplating what to write about… think to your own experiences and even if it’s a crowded topic, how something “worked for you” can be very useful!

PS: If you’re not up for a book, how about a top 10 list and posting it on your site!  Baby Steps.

 

SME + Content/Consistency + Goals/Motivation + Customers = Infinity Marketing Machine

PS: Make sure to “like” this post… and follow me!  (and please do me a favor… if you want more great ideas like the one in this post, just fill out this form and I’ll send them to you…  start here)

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Action Steps
1- Decide one way to make a step forward toward enhancing your Subject Matter Expert Status… will you speak at an event, write an article for a trade journal… maybe write a book!  (OR like I said, start with a top 10 suggestions list)
2- Install my free app! (SmallBusinessClubApp.com)

Podcast:
Listen to Episode #212 of the Two Minute Commute audio blog Podcast

 

Episode #167 – New Concept in Online Authenticity.

People want to buy from people.  They do not want to buy from companies.  This is not new.  Even back in the days of shopping on “main street”, people may have purchased manufactured items, however they were purchase FROM a local shopkeeper.  This person knew their clients likes/dislikes but they also knew how many children they had and their important hobbles or athletics.

This still holds true for business, but you will not find out the details of your customers until they find out the details of you.

What does you “about me” say about you?

Is it framed from the reference of a Subject Matter Expert?

Subject Matter Expert is an important aspect to your entire social marketing campaign.  Your authenticity as a leader is developed through your Experience, Time, Study and Research.  The nice thing about becoming a Subject Matter Expert is the positioning it allows you over newer business in your field.

The time component positions yourself on one of three levels: Order Taker, Sales Person, or Subject Matter Expert.  Who would you rather buy from?

Study and research refer to the constant advancement of your knowledge base.  This area is also supported by time, the deeper your continual study the better for your SME status.  Even though you may have finished your “formal” education 30 years ago, you likely have 30 years of continuing study via conferences and industry training and trade magazines.  You have immersed yourself in the field much longer than someone who is entering the field. This is a huge advantage when it comes to selling.  Again, who would you rather by from?

Finally, experience.  It’s almost a recap of time, study and research – but when you bundle in recognition by your industry through awards and titles. You are a Subject Matter Expert.

The great way to continue to support your SME status is through the creation of your own blog, podcast or vlog.  It does take work but in the era of information consumption, positioning yourself as a Subject Matter Expert does help your online authenticity.  When you are the voice of your industry and give information about trends, research, and happenings on a consistent basis, people will look to you as a leader.

Therefore, people will look to your “About Me” profile to see if you align with their expectations, the ultimate “next step” to increased authenticity is to have that person follow your shared knowledge via your blog/podcast/or vlog.

Start today.

Question of the Post:
How do you maintain the “research” portion of your Subject Matter Expert Status?

PS: Make sure to “like” this post… and follow me.  I can also send you the week in review newsletter… join here

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Action Steps
1- Review your “About Me” section to add any updates that you need… including the “what I’ve been up to” section.
2- Brainstorm your credentials for Subject Matter Expert categories of Experience, Time, Study, and Research.  Add these to your “About Me” section!
2- Install my free app! (SmallBusinessClubApp.com)

Podcast:
Listen to Episode #167 of the Two Minute Commute audio blog Podcast

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