“I can’t be the —– expert.
So and so is already the —– expert.”
When you hear those words in your brain, puh-lease stop and consider these two things:
Because you spend hours each week, noting where your competitors are speaking, publishing and being featured, you are sure that the marketplace knows exactly what you know – that your competitor is the one who’s famous in your field. You see this other person in your industry as already “owning” a certain expertise, so you think you can’t claim expertise in the same topic.
Here’s a little story that shows how being too far inside the echo chamber could be distorting your business reality.
Translation: she was saying that a competitor already owned that position in the marketplace.
Reality check: there are 8.3 million women-owned businesses in the U.S. More than enough for both of them.
2. Your brand sets you apart.
What if Ryan Lochte said, “I can’t be an Olympic swimmer. Michael Phelps is already an Olympic swimmer.” Totally ridiculous, right? But that’s what you’re saying when you hold back because you think someone else already “owns” the expertise on a certain topic.
Now, that business branding lesson again: Lochte and Phelps, while being nearly identical in what they do, are different people with wildly different images.
There’s another branding lesson in the Phelps/Lochte brand-off that up-and-comers can apply, too. Don’t be fake.
The upshot is this: even when you do exactly the same thing as another business owner, who you are and how you do what you do is makes you unique.
Your fame boosting assignment:
This week, I want you to not do something. Don’t look at your competitors (people who provide a similar service to a similar target market.) Unsubscribe from their newsletters, don’t read their articles, don’t attend their sessions at conferences, don’t listen to their teleseminars or watch their webinars. Focus all your attention on your clients and how you can best help them. What you’ve got to share is valuable – the marketplace needs you.