Kara Stanford
Your strategic marketing coach, trainer and consultant with over 25 years of experience. CEO & Founder of The Marketing Spaces.
Kara Stanford
Your strategic marketing coach, trainer and consultant with over 25 years of experience. CEO & Founder of The Marketing Spaces.
“I know I should be claiming a go-to expert status, but…”
If I had a pound for every time I’d heard that, I would be richer but sadder.
The truth is, I meet many leaders in small to medium businesses who don’t realise how uniquely amazing they are. They can’t see that their combination of knowledge, skills, and experience equals expertise.
It pains me because it costs them and their business. And I know that because I’ve been there.
Don’t make my mistake
It took me years to really claim my ‘go-to’ expert position.
Why? Because I held myself back. I doubted my skills, questioned my knowledge, and downplayed my accomplishments.
Here’s what was stopping me—and some tips to help you avoid the same pitfalls.
If you’re wondering what a Go-To Expert position is and whether your business needs one, read this handy marketing insights article.
What Held Me Back from Claiming My Go-To Expertise?
1. Comparisons to ‘Real Experts’
I kept comparing myself to people who had written bestsellers, dominated speaking stages, or shouted the loudest about their field (many of whom I admire and respect, by the way). I assumed they were the real experts, and I paled in comparison.
Top tip
You have a unique combination of ‘Knowledge + skills + experience = expertise’ that no one else has. Even the ‘real experts’. As soon as I realised that my vast expertise in working with small to medium-sized businesses set me apart from ‘personality’ experts, I saw my place in the business world. You have a place too. Identify it.
2. Thinking My Skills Were ‘Obvious’
I told myself, “Everyone knows how to do this—it’s just common sense.” Yet, I was constantly surprised by how often clients praised my work and stayed with me for years.
Top tip
Just because you find it easy or obvious doesn’t mean others do. And if they can do what you can do, then they aren’t your customers! You need to work with people who want your skills, because they don’t have them.
3. Criticism from Others
Competitors, marketers, and even other business owners tore me down. Looking back, I realise that it was a tiny percentage of the people I met. I also realise that they had their own issues, which they cruelly projected onto me. But I let this minority shape my beliefs, and I played smaller because of it.
Top tip
Others will criticise. You can’t stop them. But you can choose how to respond to that criticism. If you want to play small and hide your ‘go to expert’ status because of them, then make that a choice rather than a reaction. But ideally, look at the criticism, figure out if there’s anything helpful in it, and move on.
4. Making Excuses for Myself
Instead of embracing my strengths, I created excuses to dismiss them. “I’m not ready,” “I need to learn more,” or “I’m not on their level yet.”
Top tip
You’re never ready to claim your ‘go-to expert’ status. Just claim it. Right now. It’ll all work out in the end.
The Cost of Playing Small
Those excuses didn’t just hold me back—they came with a price. In the same way that I see similar excuses costing the business leaders I meet.
The cost to me
I spent years doing work I was overqualified for at rates that undervalued my expertise. I limited my opportunities and my income by refusing to own what I brought to the table.
The cost to others
My hesitation deprived small to medium-sized businesses of the marketing strategies they needed to grow. My experience and skills could have empowered these businesses to achieve their dreams faster, but I wasn’t stepping into my role as the expert they needed.
Not claiming my expertise hurt me. And it hurt the business community I care about so deeply. What does not claiming your ‘go to expert’ status cost you – and those around you?
Remember – Your Expertise Is Bigger Than You
If you’re still questioning whether you’re an expert, let me tell you: stop.
The business world is full of talented and dedicated people like you, ready to make a meaningful impact. But first, you need to own your value.
Becoming the go-to expert doesn’t just benefit you. It transforms the lives of the people and businesses you serve.
You’re not just holding yourself back. You’re also holding back the people who need your expertise.
You deserve to play to your strengths.
You deserve to earn the money your expertise commands.
And the world needs what only you can offer.
Let’s get started!
I’d like to help you start showing up as a ‘go-to expert’ straight away.
The first thing I want you to do is to think of all the cold, hard evidence you have that shows you’re an expert.
Let’s go through this quick exercise where you tell me what proof you have put in place at each stage of your Marketing Pipeline.
If you don’t answer yes, commit to sorting it out and making it a ‘Yes’.
You might find it easier to download and print off this free worksheet.
Commit now to making all of these a ‘Yes’. By the time you have worked through all ten, you’ll find that you are starting to show up as a ‘Go to expert’ – and your own doubts starting to fade.
Would you like a marketing expert guide you step by step?
Then join the waitlist for my next 5-week marketing course!
Through live workshops, 1-1s, and self-guided learning, I’ll help you create the marketing strategy and plan your business needs, to get the results you want.
Warm wishes, Kara, your marketing coach, trainer, consultant.
