Make Marketing Suck Less for Expertise-Driven Solo Businesses
Business:Marketing
How to Position Your Expertise So You Book More Speaking Gigs
Every day, I'm Googling to find out who is that actor on Twin Peaks and what have I seen him in before?
Or, I want to find out how to prepare a spicy hot chili for dinner, or even to figure out what that thing is on my arm.
We are always Googling, and information is at our fingertips, which means if you are an expert in your field and you're focused on the how to do something, then Google can easily replace you.
So, what's a speaker to do?
If you're focused too much on the "how to," you're not positioning your expertise in a way so that people want to hire you after they hear you speak, and if you're getting paid to speak, you want to position your expertise so your audience knows that there is more where that came from.
At the end of the day, when your audience feels like they can DIY it, you've just talked yourself out of a job, so let's change that.
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