Authority Marketing
Being Seen as an Expert Won’t Win You Clients. Here’s Why.
Posted by
Ian Brodie on 17th December 2016.
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 »