More than marketing yourself as a lawyer, have you branded yourself as an expert? I am willing to bet that you have not.
I can already hear you telling me, “Ally, we’re lawyers. We’re expected to be experts in the area of law we practice.” Yes, of course. But let me ask you this: have you called yourself an expert in your practice?
For example, I practice immigration law and I also help fellow lawyers achieve six-figure success as a solo practitioner.
These are my fields of expertise. But let me tell you, I don’t refer to myself as an expert either, because my perception is that because I’m constantly learning new things, I’m not an expert– at least not yet.
Do we have this in common? I’ll tell you something else we have in common: we’re women.
Women struggle with calling themselves experts
Something interesting is that studies show that women only apply for a position if they 100% fulfill its requirements. Men apply to a position if they match the requirements by only 60%.
Women like to tick all the boxes. Many women who have launched successful companies don’t call themselves experts in their niche. Meanwhile, men who have researched and written one book are often quick to call themselves experts!
There’s nothing wrong with that. We just need the same confidence, especially when you know you’ve put in the thousands of hours to deserve the title!
How to position yourself as an expert
Now, it’s so easy to say, “Be confident.” A lot of us already are. It’s just ingrained in our psyches to be humble and self-deprecating or simply acutely aware we’re still learning new things every day.
We also don’t want to turn people off from choosing us to represent them. Clients want to see us as experts, yes, but there’s a fine line between being confident and being obnoxious. And we want to stay away from that line.
So how do you position or brand yourself as an expert without actually referring to yourself as such?
1. Be active in your community by answering questions.
Do Facebook or Instagram Live videos where you answer questions from the audience, or you discuss a frequently asked question.
When you have answers to questions, you are an expert.
2. Create content. Share it. Create more.
Every time you publish something– a book, a blog post, a social media post, an infographic, an email– you show everyone you know what you’re doing. This is the ultimate demonstration of your knowledge base!
Talk about your cases, publish mini ebook guides. These are helpful, and they position you as someone who can help. They build your reputation! If you’re silent, if your website doesn’t contain comprehensive information, if your social media pages are empty, your prospects have nothing with which to gauge what you know, despite you having mentioned the cases you handle on your website.
Show, don’t tell. With content, you demonstrate your expertise instead of simply stating that you’re good at your job.
3. Explore deeply and share it in a course.
That’s pretty much what I’ve done. I’ve explored how to make the operations within a law firm as streamlined as possible. I explore new tools all the time, and I’ve examined techniques in marketing.
I wrote about them all, and I have created paid courses and programs detailing them.
You may not be comfortable calling yourself an expert and you may still be learning about your chosen field, but you DO know a lot, and what you know can help hundreds or thousands of people.
So, collate that information into a course that people need. Go deep with your chosen topic. Break it down into modules. That’s it. You have a course!
4. Get testimonials.
Your clients build your reputation and emphasize your expertise. The more testimonials you have, the more you solidify your position as someone dependable in your niche.
When you’re shopping online and choosing between two options of the same product, you pick the one with reviews. It’s natural. You simply trust other people’s words and experiences.
It’s the same for you. People trust experts, and experts are built through trust. Trust is best displayed by your client testimonials.
5. Don’t sell yourself short– literally.
Be expensive. Experts are expensive.
Quote with confidence because you know the value you bring to the table. And remember that people equate expense with quality. You’re an expert, you provide quality and superior service, so you should be expensive!
You don’t have to call yourself an expert. But brand yourself as one. As Diane Von Furstenberg says, “Everything you do should be at the service of your brand.”
You’ve probably already done some or all of these. Now it’s just a matter of consistency!
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about marketing, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!