How to position yourself as an expert to customers and journalists
By Paul Green
Every day thousands of journalists across the UK are asked by their editors to write about subjects they have never covered before.
But it’s rarely a problem for them. Because when a journalist doesn’t have enough knowledge to write a story, they simply go out and find an expert who can help them.
This opens up a huge number of PR opportunities for you. All you need to do is position yourself as the expert to turn to for your industry.
Doing this for journalists has an additional benefit in the minds of your customers and prospects.
Because people will always prefer to buy from the number one expert. And they are prepared to pay for it too.
Experts must command top dollar. If you position yourself as the number one expert and don’t charge top prices, you will be sending an incongruent message to your customers.
Here’s how to position yourself as an expert to journalists and customers.
Have a tight positioning
When I first started positioning myself as an expert, I called myself simply a “PR expert”. More recently I realised that that is still quite a general positioning… there are hundreds of so-called PR experts out there.
So I tightened my position as the “Direct Response PR Expert”. I told people I am the expert in using public relations to drive a direct response to your business, and turn all the attention into leads and sales.
This is a much more powerful position to occupy because it is very specific and tight.
Develop a deep expertise in your chosen subject
Compared to the layman you are already an expert in your chosen field. You must never worry about calling yourself an expert.
However you must put aside regular time to deepen your expertise.
At least once a month I buy a new book on PR and read it. Sometimes it’s tough going because I’m reading the same things… but every single time there’s a nugget in the book that adds to my expertise.
Prove your expertise
Get in the habit of giving your expertise away. Fill your website with information, writre reports, take part in blog and forum discussions.
True experts are never afraid to give away their knowledge.
Serious prospects will listen to what you have to say and realise you have a lot more to give. “If he has given me this much for free, imagine what he gives his paying clients” they will say to themselves.
Use professional tools
One of the most powerful tools at your disposal is the media experts database www.ExpertSources.co.uk.
Every day hundreds of journalists rely on this database to find trusted experts who can help them.
The database works really well if you are the only expert in your field, because there is no-one else the journalist can turn to.
But you’re probably not in this fortunate position. So you need to be able to position yourself as the expert’s expert; and ensure that journalists can’t help but ask you for assistance.
You should follow me on Twitter here.
Be notified about new articles automatically
Sign up for Publicity Heaven’s free Tuesday PR & Marketing Tips email newsletter:
