How to prove your capabilities without sounding like an "expert"

friday, 17 october of 2014

How often do see words such as "expert," "skilled," "professional," or "knowledgeable" used in marketing materials?
Especially among service providers, these terms show up everywhere -- and understandably so. They give a glimpse into your capabilities. 
But using these words creates a problem. Prospects see them so often that the language loses its effect. Being an "expert" or "professional" turns into just another common claim shared by others in your industry. 
So how can you prove your skill and deepen desire for your product or service without sounding like everyone else?
Well, I suggest applying what I call The Kid Creation Effect. Let me share a short story to explain how it works ...
Last Saturday morning I walked into the kitchen to find my 5-year-old son making breakfast. This sight isn't unusual for the want-to-be chef -- Alex loves coming up with new kitchen creations.
This time he had frozen waffles, a loaf of a bread and syrup. First, he toasted two waffles and tossed them on his plate. Then he grabbed a slice of untoasted bread and placed it between the waffles. The stack was then slathered with syrup. 
Alex sat at the table and devoured his breakfast with barely a breath.
No doubt, this situation would have been different if I presented him with the same meal. 
"Why did you put bread between my waffles?" he would have asked while giving a confused look at his plate. 
You see, kids have difficulty finding fault with just about anything they create or discover alone. And, not so surprisingly, adults often share this characteristic.
So, instead of forcing an idea/thought/fact on your prospects, gain an advantage by helping them come to conclusions on their own. 
Self-tests work well for these situations. You simply walk prospects through questions that prove your knowledge, present a problem and help identify solutions related to your product or service.
Here's a self-test Christopher Chabris and Daniel Simons used to demonstrate selective attention and promote their book:
Here's one from Dr. Mehmet Oz (an excellent marketer) to help you determine if you have food allergies and should visit a doctor:
And here's Orabrush promoting a product while explaining how to tell when your breath stinks: (notice the free offer).
Remember, a conclusion can make your marketing message memorable, but a claim only makes it the same.

Tom Trush’s website is at

© Trey Ryder
FREE LAWYER MARKETING ALERT: If you'd like to receive Trey Ryder's weekly Lawyer Marketing Alert, send an e-mail to Write "Subscribe LMA" in the subject line and write your name and e-mail address in the body of the message.