You know who your target audience is. You’ve researched their wants and needs.
You know how you can help them with those wants and needs.
Yet when you sit down to create content for your audience, you hit a big, giant wall. What can you possibly tell them that they don’t already know?
The answer: Plenty.
Likely as not, you know more than they do at this point. You have more experience on the subject.
You’ve studied and read up on your topics.
You know your stuff.
In fact, you know it so well by now that you’ve fooled yourself into believing that your audience does too.
And that’s where you’re wrong.
Oh sure, there will always be people who have a greater knowledge base than yours.
But what about all those people who don’t yet possess your knowledge level?
That’s who you’re talking to.
For them, you are the expert.
You Are Someone’s Expert
You’re not trying to enlighten those who have the same expertise that you do. Or may even exceed it.
Someone else out there is targeting that segment of the market. One of these days, you’ll be targeting them as well.
But for now, there’s another audience that needs what you have to offer.
The audience you’re targeting is still exploring.
They’re still doing Google searches, looking for information you already have.
And if you’ve done your research on your audience, guess whose content will show up on those Google searches?
That’s right. Yours.
That’s why it’s so critical to know who your audience is. It’s the reason skipping that discovery step can derail your marketing efforts.
And it’s very easy to talk yourself into believing that your knowledge is so simplistic that no one needs it.
But just as you were once searching for the answers, so too are others. And that’s who you’re directing your content to.
It’s for those still in learning mode; those wanting to perfect and hone their skills.
Students and Teachers
Remember when you were first starting out? Remember that feeling of overwhelm, wondering if you’d ever figure it all out?
So much to learn, so many differing opinions and ideas, how could you possibly hope to digest it all, much less make use of it?
But you did, one small bite at a time.
You learned the basics of your craft.
Like a child learning to walk, then run, then ride a bike, you started small and worked your way up.
From beginner, to intermediate, and finally, to being the expert.
Yes, you. I’m talking to you.
You are now an expert. Even if you don’t yet believe it.
Self-Doubt = Self-Limitations
The biggest problem with this lack of belief in yourself is that it causes you to put limits on yourself.
By casting doubt on whether or not you can help anyone else, you fail to provide much help at all.
Instead of sharing your experiences, what you’ve learned along the way, the mistakes you’ve made on your own path, you hold back.
Which is a shame, because others can learn so much from your experiences. They can bypass mistakes you’ve made because you shine a light on a better path.
And that’s why you, the expert, must be willing to share.
The Knowledge Scale
I am constantly surprised to find that there are skills I possess that surpass those of many others.
When I begin talking about marketing or writing skills, for example, I’m thinking the person I’m talking with already possesses the same knowledge.
As the discussion continues, I realize they don’t. I can tell this by the questions they ask.
I’m providing them with knowledge that they hadn’t yet gained.
In short, I’m teaching them something new.
Turns out, what I thought was common knowledge, was news to them.
I have to remind myself, yet again, that just because it’s simple to me doesn’t mean it’s simple to everyone.
Your Inner Expert
So in what knowledge are you an expert? What do you know that others don’t?
If you run a fitness business, for example, you have extensive knowledge regarding healthy eating habits.
You read extensively on what it means to eat clean. You understand the dangers of too much sugar. You know which unhealthy food choices masquerade as healthy.
You’ve been reading about it for so long; you’ve seen so many articles on the subject, that you think there’s no need for you to share anything on that topic.
Au contraire, but there is much reason to share.
Do you have any idea how many people don’t have that knowledge? How many people are eating certain types of low-fat yogurt, for example, thinking it’s healthy when, in fact, it’s sugar laden?
You hesitate to write a blog post on the subject because you’re certain it’s already common knowledge.
But it only seems that way because you’re so familiar with the subject.
You can, and should, share what you’ve learned. Because, trust me, there’s someone, or someones, out there who need that information.
You’re helping others make better food choices.
Choices that will contribute to improving their health and well-being.
All because you took the time to share something despite believing everyone already knew all about clean eating.
People Need The Expertise Of Others
So go ahead. Make a list of topics in which you’re knowledgeable.
Write a blog post.
Record a podcast.
Make a YouTube video.
Share what you already know, no matter how simplistic you may believe it to be.
Someone out there is just waiting for what you have to say.
Someone is looking for an expert.
And that expert, my dear, is you.
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