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The Beginner's Guide To Being An Expert

Getting business is all about attracting customers, so here's a lesson in business branding development - how to establish yourself as an expert in your field

All businesses have competitors; they may be located in the same town or on the other side of the world. So why are customers going to choose your service or product over someone else's?
It's simple: you need to make it different. Two products may be identical, but the two purveyors of those products cannot be, so explore and make the most of that difference. If you've researched your competitors well - and that is always advisable - you will also probably have identified many more aspects about where they stand.
We already know that if someone has bought from you before and has been pleased with their purchase, the likelihood is that they will come back to you and buy again, as long as you keep catering to their needs.

But how do you get people to buy from you for the first time?
People like to buy from experts. We like listening to experts and feel that they must know what they're talking about, and hence we must be buying from the best; at least, this is how your subconscious is working it out. So if you are an expert in your field, you'll be better placed to attract more first-time customers.
Now, the question is, how can you become the expert in your field and also demonstrate that you are this expert to the world?
People who are considered experts in their field will often have awards, prizes or achievements. They sometimes write and sell books on topics to do with their field. They get themselves associated with other well-known players in the same field. And, they often have some form of media campaign to promote their service or product so that they get their name 'out there.'
Then, how can you establish yourself as an expert?
Identify what you are good at. Draw on any education, training and experience you have that will help you develop a business brand that stands out from the rest.
Identify your inner strengths. What personal qualities do you have to offer? Are you a great communicator? Or do you have great marketing skills? Use these to create a brand that builds on who you are as a person.
Identify the gaps in your knowledge area. You not only need to know what you are good at, but also be aware of what areas you need to further develop in your professional and personal life. You could be behind on technological advances, or nervous about public speaking; whatever it is, identify the gap and find a way to fill it. Enroll in relevant courses, meet likeminded people, attend events related to your field, network, and do what it takes to get ahead.
Finally, get recognised as an expert. Enter competitions, present at conferences, or write a book! Get your brand recognised and find ways for the public to see you as an expert in your area.
Once you've thought further about how you can develop your expertise, it's time to put your plan into action. Identify specific steps and a time frame in which you hope to achieve these goals. Each step you take will further develop your personal and entrepreneurial expertise, and translate into a respectable brand that attracts customers.
(Oksana Tashakova, founder of Wealth Dynamics Unlimited, is a personal branding expert and entrepreneurial educator)