Positioning yourself as an expert? Choose the best story.

Branding on expertise is a critical first step in solopreneur marketing. But which stories will help?

Image by Dan Dimmock on Unsplash.

Service-based entrepreneurs often get advised to “Be vulnerable. Share your flaws. Tell stories about your mistakes.”

Does this sound familiar?

If it works at all, it’ll happen only after you’ve proven you’re an expert in your field. Who cares about someone’s flaws, unless we can contrast those flaws to outstanding qualities?

Learning about flaws is only interesting if we start with, “They seem flawless! They’re amazing! Can’t be real!”

So I always recommend giving priority to promoting your expertise. Get established as an industry leader, thought leader or simply admired for being successful. After that, you can start focusing on flaws and mistakes.

Recently I heard someone say, “I sent out emails for a long time. It was only after I showed a human side that people began responding. So I recommend everyone start with the flawed side.”

Did you notice a disconnect? This person didn’t share a “human” side till success was assured. It wasn’t a first step.

But what story do you tell?