Demonstrating Your Expertise Before the Sale

It can be tough to put yourself out there when you feel like you don't measure up. I can speak from experience. I was never a "classically" smart student. I’ve always been impressed by people who earned an MBA, or a PhD, or had some other cool professional acronym after their name. To me, those letters were proof that you knew what you were doing. They were the key to being taken seriously.

Maybe you've felt that way too. Maybe you look at a competitor with a list of credentials a mile long and think, "They clearly know more than me. Their simple system must be better than anything I’m doing."

For years, I believed that my value was tied to the letters I didn't have. I thought that to compete with those smart, credentialed people, I had to be perfect, buttoned-up, and polished.

But then, I had an important realization. No one ever asked me what letters were after my name. They only ever asked me if I could help them solve their problem. That’s all they ever really cared about.

It's like a piece of candy. The wrapper is nice, but it’s just the packaging. What people really want to know is what’s on the inside. Is it their favorite kind? Can it satisfy their craving?

I believe that expertise isn't claimed; it's demonstrated. It’s not about rattling off credentials or trying to sound impressive. It’s about generously sharing your knowledge and showing that you have the solutions they need. It’s about showing them the candy, not just the wrapper.

The Demonstration Framework: Putting Your Expertise on Display

Expertise isn't something you can simply tell people you have; it's something you have to prove. And the most effective way to demonstrate your value is to start solving your audience's problems before they ever become a client.

The Micro-Problem/Solution

Instead of trying to solve a huge, overwhelming problem, you can demonstrate your expertise by tackling a small, digestible one. This proves your deep understanding of your ideal client's world and gives them a "quick win." It builds immediate trust and leaves them wanting more.

1. The "How-To" Video or Short Tutorial

• Approach: This is a direct, visually-driven method. You identify a very specific, common frustration and then walk the viewer through a simple, step-by-step process to solve it. This is great for showing your process in action.

• Example for a Leadership Consultant: Create a 90-second video titled, "How to Get Your Team to Actually Participate in a Brainstorm." In the video, you share a single, actionable tip, like, "Start with 'silent brainstorming'—have everyone write down their ideas for 5 minutes before anyone speaks." You show this tip in action with a simple on-screen graphic. This proves you have a unique, effective approach to a very real problem.

• Payoff: It provides an immediate, tangible "quick win" for the viewer, building trust and showing that your methods are practical and effective.

2. The "Diagnostic Question" Social Post

• Approach: This method is less about a step-by-step solution and more about showing your deep understanding of their world. You frame a common problem by asking a single, penetrating question that gets to the heart of their frustration. The answer to the question is the solution you provide.

• Example for a Leadership Consultant: A social media post that starts with a question like: "Is your team's weekly meeting really a meeting, or is it just a status update? If it's the latter, here's one question to ask at the start to make it more productive..." The post then shares the question: "By the end of this meeting, what's the one decision we must have made?" This shows you know their problem before they do and gives them a simple, powerful tool.

• Payoff: It positions you as a strategic thinker who understands the underlying issues, not just the surface-level symptoms. It makes the reader feel seen and understood, which is a powerful form of connection.

3. The "Pain Point to Desire" Simple Case Study

• Approach: This is a mini, high-level case study that doesn't reveal client details but shows the transformation you facilitate. You describe a common, relatable "before" state (the micro-problem) and then immediately show the "after" state (the desired outcome) that you help your clients achieve.

• Example for a Leadership Consultant: A post titled: "From 'Endless Emails' to 'Effortless Accountability.'" The post briefly describes the pain point of a team struggling with accountability, using a relatable metaphor like "wasting hours chasing down information." It then immediately pivots to the solution, showing the desired outcome ("what if your team's accountability was so clear, all you needed was one 5-minute Slack message?"). You don't give away your process, but you prove that your solution is effective and impactful.

• Payoff: It directly links your expertise to a tangible, positive result, creating desire and demonstrating your unique value proposition without giving away your entire playbook.

Your Authenticity Audit & Next Steps

This isn't just about creating content; it’s about showcasing the complex genius you bring to your work.

Take a look at your existing content. Are you telling people you're an expert, or are you demonstrating it?

Are you showing them the candy, or just the wrapper?

Here are your next steps:

1. Choose one micro-problem your ideal client is currently struggling with.

2. Draft a piece of content—a social post, a video script, or a short blog post—that provides a simple, actionable solution.

3. Commit to sharing it this week.

We are on this journey with you. Our goal is to help you build the systems that showcase your expertise and attract the clients you want. Let's talk about how we can build a content strategy that demonstrates your value and frees you to build the legacy you deserve.