“Modesty is a virtue that can never thrive in public.”
— John Adams
It’s a huge pain that talking about your work publicly feels like bragging, right?
Like, you’re always trying to thread the needle between being confident and being conceited.
But I was talking to a potential client the other day and, after going through his extraordinarily long list of accomplishments and academic achievements, he said, “But I’m not good at talking about that.”
He was able to tell me about it all because I asked. But to just... post on social media about it? Or write a newsletter about it? Or record a video about it? No way.
That’s the funny and awesome thing about questions, though: We feel compelled to answer, which outweighs our humility.
That’s why my process is so focused on asking my clients, expert advisors themselves, about their experiences. Their values and beliefs. Their interests, annoyances, and perspectives.
By doing that, I sort of short-circuit their humility and am able to get confident and clear answers. Which become the basis for content.
So if you don’t want to feel like you’re bragging, you don’t have to. You just have to feel like you’re being asked a question, even if you’re the one doing the asking.
Write down a question you got from a prospect recently. Or a question you wish more people would ask.
Put that at the top of a document.
And now... answer it. Record a voice memo, a video, or type it out.
The answer to that question is the seed of marketing content, infused with confidence and imbued with your unique insights.
You’re allowed to be an expert and humble.
But you must also be answering questions in public if anyone else is going to recognize your expertise.
On June 30th, I’m hosting a LIVE Q&A session and walkthrough of our Marketing Rangefinder framework.
Spend an hour with me and a few fellow entrepreneurs and expert advisors as we talk through how to know what to say in your marketing, your messages, and your content.
RSVP here, and feel free to send this to a friend or colleague who’s struggling with what to say.
Kelford Inc. are content marketers for expert advisors. If you’re struggling with what to say and where to say it to attract your ideal clients, we’ll show you the way.