Written by Lynn Swayze
Your fear that you don’t have anything new to offer to the market is actually your greatest superpower – here’s why.
The world is full of so-called Experts* who copy other people’s systems verbatim, slap a new name on it, and launch their program without a care in the world about the end results for their clients. Their only concern is making money as fast as possible.
But that’s not you, and that’s a GREAT thing, because your ideal clients need someone like YOU –
- Someone who has a unique and proven way of doing things – even if you don’t quite know how to communicate it (yet) to a cold audience
- Someone who actually cares about their work and their results – and can and WILL get them for clients
- Someone who is great to work with and who they could even call a friend at the end of the project or program
There’s such a massive difference between the former “Expert” and the latter that I have quit projects wholesale when I found out that someone was the former type. And I am building in better gate-keeping to ensure that the former type NEVER gets my systems.
But that’s not you.
It’s always exciting for me when I work with Experts who have quietly helped clients for years, but who struggle to launch their marketing so they can grow from a Solo Consultancy to an Expert Business due to feelings of inadequacy.
This is actually the BEST place to be as a marketer, because there are ways we can get around not feeling differentiated enough. That’s all just copy and positioning magic.
But what I CAN’T do as a marketer is come up with case studies, testimonials, proof, stories, or the “zhuzh” that is your magic to begin with.
That, you have to have.
My BEST clients have this, they just need someone to know where the gold is (and what’s fool’s gold, versus the real deal) and to know how to shape that into messaging and marketing that WORKS.
This is what I’ve done for clients, quietly, for years. I haven’t had a marketing program or a course or a book until now, because I’ve been too busy getting results like one client, who got so many calls booked from a new webinar and email sequence they had to shut down their booking page… or another recent client, who keeps beating their sales goals…. Or another, who got 7X ROAS from a campaign I helped with.
These results feel like magic (and maybe they are), but they’re really just me using a proven and systemized way of understanding messaging and marketing… and turning YOUR gold into shiny offers people want.
Interested in having this kind of magic system for YOUR Expert brand in 2025? Contact me and let’s talk.
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* When I say “Expert,” I usually mean a service provider who is the opposite of a commodity service provider, who has more Authority Factors than Commodity Factors and who specializes in some way and is working toward building an Expert Brand. Unfortunately, the outside veneer of expertise can be faked by gurus… for a while…. until they eventually get found out and go and do something else before they go bankrupt. But I don’t let those kinds of people into my program. 🙂
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