There's been a big trend in the last few years that says that the way to win clients as a professional service provider is to become seen as a leading expert in your field.
As a result, more and more professional services marketing has become focused on creating mounds of content which showcases and proves the expertise of the service provider.
It makes sense, in theory. When clients want help for complex, tricky problems, they call the best expert they can find.
Or do they?
Let's give this idea a little reality check.
Think about the last few times you pitched for a piece of work with a client and didn't win. How often was it because you weren't seen as being enough of an expert by that client? Or because the winner was seen as a bigger expert?
My experience: very few times indeed.
The reasons you win or lose work are rarely because they don't see you as an expert.
Click here to find out why clients REALLY don't hire you »
These days I get increasingly frustrated at the growing wave of advice for professionals saying you need to become seen as an expert in your field.
Of course, I'm part of that wave too.
It's not that there's anything wrong with becoming seen as an expert. That's a good thing (though it's far from the only way to succeed, and it's not suited to everyone).
What gets me worked up is that all the advice on how to do it seems to be missing the point about what it really takes to become seen as an expert.
Click here to find out what it REALLY takes to be seen as an expert »
I got a lot of great feedback on my recent podcast interview with Dorie Clark on how to get featured in major publications.
This is a strategy that anyone prepared to invest the time in creating great content and in researching and reaching out to publications can follow. Not only will it build your authority in your field, it can have an immediate impact on website traffic and email subscribers.
PR Coach Debbie Leven
Shortly after publishing the podcast I got a wonderful email from PR Coach Debbie Leven expanding on the interview with some very practical tips on finding relevant opportunities for guest articles, blog posts and other media appearances.
I liked Debbie's email so much that with her permission I've turned it into an article with a couple of my own tips added in. I think you'll find it really helpful in implementing the strategies Dorie and I discussed.