The ONE Kind of Story That Positions You As An Expert
Get more clients by promoting your expertise with these strategies.
When you need a new roof, would you rather hire a licensed contractor who’s been in business for ten years? Or would you choose your well-meaning brother-in-law who’s got some time on his hands?
Most likely you’ll pick the contractor and invite your brother-in-law to celebrate the new roof when it’s done.
After all, a roof is pretty important. If it’s installed wrong, you’ll have water dripping into the master bedroom every time it rains. You might even have birds flying around the attic.
And even though the bro-in-law will be cheaper, you’ll pay more because you’ll need to have the whole thing patched up or done over.
As a smart consumer, you understand the value of paying for expertise.
When you’re a service business, you need to position yourself so buyers will instantly see the value of paying for your expertise.
How do you send the message, “I’m an expert!”
One of the best ways to establish expertise is to tell a story that surprises your listeners, creating an “Aha!” moment for them. This story will be even more powerful than a credential or testimonial, because you’re not…
