small business – Dutra Associates

Building Your Personal Brand – Part Three

September 10, 2019 By Sherry Dutra Leave a Comment

In this final segment on Personal Branding, we’ll cover steps 9 – 12 which are focused on messaging, image, consistency and visibility.

As a quick review, in Part One we looked at the importance of a personal brand and the initial steps to defining how you choose to be known in the world. In Part Two, we built on your initial foundation by exploring what makes you valuable, unique and impactful.

So, bring out the work you’ve done so far and let’s put on the finishing touches.

What is your compelling message?

There are several key messages that you’ll want to create. If you look to the work you’ve completed up to this point, you’ll find that you already have a head start on this.
- First, create a simple statement that quickly identifies who you are. The formula we used in step 5 serves this purpose, “I help X get Y.”
- Second, if you own your own business, it’s important to have a tagline that, in one clear phrase or sentence, defines who you are. One way to come up with this is to reflect on why you do what you do. What is it that gets you up every day? Michael Port, the author of several books including, Book Yourself Solid (https://www.bookyourselfsolid.com/), has become known as “the guy to call when you’re tired of thinking small.” This tagline clearly demonstrates his desire to “help people think bigger about who they are and what they offer the world.” What’s your tagline?
- A third component is to craft a brief story – no more than 30 seconds – that describes your greatest achievement. Start with a short description of the problem, then move on to the actions you took and finally speak to the results that were achieved. This demonstrates the value that you offer.
- Finally, it’s important to craft an overall marketing message that allows you to talk about what you do in an interesting and compelling way. Keep in mind that, if you completed steps 1 – 8, you already have most of the components for this. Michael Port offers a 5-part formula for creating this message.
  1. Summarize your target market in one sentence. Who do you help?
  2. Summarize the three biggest and most critical problems that your target market faces.
  3. List how you solve these problems.
  4. Demonstrate the #1 most relevant result you help others achieve.
  5. Reveal the deeper core benefits that they experience (e.g., financial, emotional, physical, spiritual.
    Put this all together to develop your message. For a firm that provides tax services, it might sound something like this: “I’m a tax advisor. I help small to mid-size business owners protect their wealth. You know how business owners are looking to maximize their profit while minimizing their tax liability but often complain about how complicated the tax code has become? What I do is get to know my client and their financial goals and work closely with them to create a strategy to achieve those goals in a cost-efficient way that, at the same time, helps them to sleep at night knowing their tax return is submitted correctly.”

10. What image aligns with your message?

- How do you actually embody the brand? Consider everything from how you personally present yourself to your logo and marketing collateral to the types of groups and associations that you will align yourself with. How well do these various components align with who you are and what you do?

Be consistent.

If you’ve ensured that you’ve created an authentic message throughout this process, then consistency should be easy. Be yourself, in alignment with your brand, wherever you go and with whomever you encounter. Be clear about how you want each person you interact with to experience you. What behaviors do you need to modify or adopt to create this consistency?

Be visible.

You might have the best brand in the world yet, if it’s also a best kept secret, it won’t have its intended result. Determine how you want to gain that visibility.
- Networking is a key strategy for building and expanding your connections.
- Social media is another important strategy to keep in mind. Pay attention to the platforms where the people you want to meet hang out. For example, LinkedIn is critical for anyone in the business community. A strong profile along with being an active member through posting, participating in LinkedIn groups, etc. is a must.
- Look for ways to participate. This could include a leadership or committee position in the community or with a professional association that allows you to meet those in decision-making roles.

Call to Action

So, as this series opened, I ask again. Who needs a personal brand? Essentially everyone who has a career. Whether you own a business, serve others as an independent consultant, or work inside a company, personal branding is a powerful tool to help you further your career goals. I encourage you to set aside some time and work your way through this personal branding process. It’s your opportunity to establish how you want to be known in the world.

Adapted with permission by Center for Executive Coaching.

About the Author: Sherry Dutra is a Talent Development, Career and Retirement Coach and Facilitator who works with corporate leaders in small to mid-size businesses, across the span of their careers. She helps them to accelerate business growth and team performance, navigate their own career path, and transition to retirement with ease using proven methodologies and strategies that get results. If you would like to uncover and address hidden challenges that may be sabotaging your success, leverage your strengths, and accelerate your progress toward the results you desire, contact Sherry for a complimentary consultation.

Seven Principles of Extraordinary Results

July 23, 2018 By Sherry Dutra Leave a Comment

Image Provided by ThoughtAction LLC

Are you consistently getting the business results that you desire? What if you had a model that easily conveyed how you create the results that you experience each day? What if you could gain insight into the patterns of your thinking and behavior that serve you as well as the patterns that do not? What possibilities might be open to you if you could learn to run your system rather than having it run you? The Results System™ allows you to gain these benefits by providing the framework, tools and solutions that raise the bar and drive results.

The Seven Principles of Extraordinary Results provide a simple introduction to the key concepts behind The Results System™.

Results First and Foremost:

What is the outcome that you desire to achieve? Start first with defining your end result and work backwards from there. You create what you focus on.

Goals are Not Results:

It’s important to make a distinction between a goal and a result. When you do not, you run the risk of limiting your choices and options. A “result” is the outcome you want to create. A “goal” is a target or milestone designed to achieve the result. For example, when you say, “I want to reach my sales target for the quarter,” you might think you are describing a result. In fact, this is actually a goal. The result is what you will have when you achieve your sales target, such as financial stability.

Choices Not Actions:

Choose your actions wisely. Often, you might feel you are making progress when you can check items off of a list. Yet, you may end up wasting time by leaping too quickly to action and completing tasks that are not fully aligned with creating the results you desire.

Invisibles Make the Difference:

Remember that everyone has blind spots and other factors that are not yet visible. Take time to become more self-aware to reveal the aspects that are operating behind the scenes. Doing so drives better choices and actions.

Silent Partners Make Predictable Patterns:

All humans have a unique and wonderful “operating system” that creates unconscious repeatable patterns of thinking and behavior. Having such a system allows you to motor throughout your life without having to consciously think about each step you need to take to complete daily tasks like getting ready in the morning or driving your car. Over time, these patterns of thinking and behavior become invisible and operate behind the scenes. In most cases, they serve you well. Yet, when you want to change in order to get a different result, these automatic patterns kick up a fuss. In order to dissuade you from changing, there are even three lines of defense to keep you from making a shift: remaining invisible, making change awkward, and telling us stories in our own voice that convince us that change would not be beneficial.

Change is a Process:

Any change that you set out to make has an emotional component to it. To create change that lasts we must deal with the inevitable feelings that will come up. While initially you might start off positively fired up about making the change and are certain you will be successful, the actual practice of creating new habits and permanently changing your behavior may cause you to swing from confidence to doubt to hope. When you experience this roller coaster, it may be enough to have you give up and go back to your old habits. Keep in mind that the emotions that arise are all a natural part of the change process. In knowing that, you can design strategies to manage the emotional ups and downs and achieve the result you want.

Use the System:

Take a systems based approach to creating your results. The Results System™ model helps you to reveal the visible and invisible factors that drive your ability to create results. Your Results System™ is unique to you. Even teams and organizations have a Results System™. Using the model will create greater self-awareness around the strengths and the detractors that impact your results and provide you with a means to make conscious choices and choose the actions that support the achievement of your key outcomes.

Call to Action

Are you willing to make changes to achieve the result you desire? If so, what action(s) are you willing to commit to in the next week to help you achieve this result by implementing the above principles into your life and work?
If you would like to learn more about how you can reveal your own Results System™ and develop strategies to create the results you desire, please reach out to me to discuss how this system can help you in all areas of your life.

Adapted from “Seven Principles of Extraordinary Results” by ThoughtAction, LLC, 2015. Adapted with permission.

About the Author: Sherry Dutra is a Talent Development and Career Coach and Facilitator who believes we each have far more potential than we typically tap in to. She helps you learn how to step into your full potential so you can create consistent, optimal performance for yourself and your team with less stress and more enjoyment. If you would like to uncover and address hidden challenges that may be sabotaging your success, leverage your strengths, and accelerate your progress toward the results you desire, contact Sherry for a complimentary consultation.

The Book Yourself Solid ® Six Keys to Creating Connection

September 19, 2017 By Sherry Dutra Leave a Comment

If you want a perpetual stream of inspiring and energizing ideal clients clamoring for your services and products, then you must build relationships of trust. Without trust, then it doesn’t matter how well you’ve planned or what you’re offering. If a potential client doesn’t trust you, nothing else matters.

So how do we create connection and build trust? Let’s take a look at the Six Keys to Creating Connection. Knowing the answers to these questions will ensure that the offers you make to prospective clients are right on target.

Who – Who are you trying to create connection with? Who is your target client or customer? The more specific you can be, the better. Once you have done this, choose one person (or organization) within your target market to focus on. Identifying and gearing your marketing to a specific individual (or organization) allows you to make the important emotional connection that is the first step in developing a relationship with your potential client.
Action: Identify your target client or customer.
What – What do they want to buy when they look for you? What are the kinds of products and services they think will solve their problems or help them reach their goals? What’s going on in their life? If you don’t know, put yourself in the shoes of the client or ask your target market. This helps you to look at what is relevant to offer. Be clear on what it is they are looking for rather than what you might like to offer.
Action: What are your potential clients looking for?
Where – Where do they look for the products and services? Is it a referral from a service provider or a friend?; the Chamber of Commerce?; a bookstore?; the web?
Action: Where do your ideal clients look for you?
When – When do they look for what you are offering? What’s the trigger? What needs to happen in their personal or business life for them to purchase your services?
Action: Describe the situations that will likely drive potential clients to seek your products and services.
Why – Why you? How is it that you are the best choice for the people you are meant to serve? What is it that is unique and special about you or the solutions you offer?
Action: Why should your potential clients choose you?
How – How do you want them to engage with you when they find out about you? Sign up for your newsletter?; attend a teleseminar or webinar?; call?; email? What’s the first no barrier to entry thing you want them to do to sample your services?
Action: How do you want your potential clients to interact or engage with you?

Clearly defining these six keys will help you to determine what you want to offer your potential clients as you create your sales process and to build trust and credibility in an authentic way.

The Six Keys to Connection are excerpted from Book Yourself Solid® by Michael Port and is a registered trademark of Michael Port & Associates LLC. Used with permission. Sherry Dutra is a Certified Book Yourself Solid® Coach and Trainer.

7 Keys to Enhancing Entrepreneurial Resilience

July 22, 2017 By Sherry Dutra Leave a Comment

Entrepreneurship can be an exciting and rewarding experience. Yet, building any kind of business is not without its ups and downs. There is no question that you will encounter situations where the outcome isn’t quite what you expected or you’ll experience what you might view as a “failure”. To weather the inevitable challenges you’ll face, resilience will be a muscle you’ll want to enhance. Resilience will allow you to ride the roller coaster of entrepreneurship and to continue to offer your gifts to the world when you might otherwise give up.

What is Resilience?

The dictionary.com definition of resilience is, in part, “the ability to recover readily from adversity or the like; buoyancy”. The word buoyancy brought a childhood memory to mind. I grew up near the ocean and used to play for hours in Cape Cod Bay. I can remember tossing around a beach ball with my friends while we splashed in the water. No matter what any of us did to push that ball under the water, it always popped right back up to the surface – ready for the next game. Resilience is very much like that beach ball. No matter what you face, if your resilience is strong, you can learn from your experience, reset your course, and be ready for what’s next.

7 Keys to Enhancing Resilience

Here are some practical keys that you can incorporate into your life that will support you in enhancing your resilience. These keys will not only positively impact your entrepreneurial life but also your personal life. So what are you waiting for? Let’s explore.

Stay aligned with your purpose: I believe that we all have a purpose and that discovering yours will keep you on track no matter what circumstances arise. What are you uniquely equipped to offer to the world? What brings you the most joy and passion? The answers to these questions will give you some clues to your purpose. With a defined purpose, that you are aligned with, you naturally attract people, resources, ideas, and opportunities that support you.
Practice gratitude: Take a few moments each day, throughout the day, to appreciate and express gratitude for the people and things in your life. Stopping to notice what you are grateful for on a regular basis develops a habit of looking for good things and releases dopamine that supports a positive outlook.
Set clear goals: Research has shown that the brain loves a good goal. It will work tirelessly to give you what you focus on. The most successful and resilient people set specific, measurable and time based goals and consistently take action with the certainty that they will achieve them.
Be present while working on those goals: A 2010 Harvard study found that people spend 47% of their waking time thinking about things other than what they are working on. When you are focused on the past or focused on the future, you are taking your energy away from what’s going on right in front of you. Mindfulness, or being focused on the moment, has been shown to modify brain processes that support resilience. And, experiencing and enjoying the moment is part of the journey.
Act “as if”: Your brain doesn’t know the difference between a robust vision and reality. Don’t believe that? Then, take a moment and imagine that you have a beautiful, fragrant, juicy lemon in your hand. Cut off a slice of that lemon. Breathe in that lemony scent. Now, bring it to your mouth and take a great big bite. Salivating yet? You didn’t really just take a bite out of a lemon, did you? Yet, in creating that vision, your body reacted “as if” you had. So, start to take action in accordance with who you want to be. Act “as if” you already are being, doing and having whatever it is you want to create in your business. Your attitude will be shifted to a more optimistic place and your resilience will build.
Build a supportive team: Going it alone typically doesn’t work. Without the support of others, we tend to get stuck in doing things the way we’ve always done them. Create a community of supportive people from different backgrounds and professions who can help to keep your mind open to fresh perspectives and new ideas. Having others to lean on creates resilience-building social support.
Look for the gift: What is the opportunity in the situation you’re facing? What might the situation be trying to show you? By focusing on the opportunity rather than the challenge, you open the door to solution-finding rather than problem-solving. You choose how you want to “show up” in the situation and your positive focus enhances your resilience.

There is no one formula for enhancing resilience. Find what works for you and practice it on a regular basis. Over time, you are likely to find that how you respond to those entrepreneurial ups and downs is very much in your hands.

What has helped you to build your resilience? If you’d like to share your strategies, please add a comment.

Relationships and Value: Considerations for Entrepreneurial Success

March 24, 2017 By Sherry Dutra Leave a Comment

Recently, I read Gerard Adams’ article titled “Social Currency and Your Circle of Influence”. Adams defines social currency as “your value to the world” and your circle of influence as the people you spend the most time with. It’s a great reminder that to grow our entrepreneurial success, we must pay attention to both. So, it prompted me to share some ideas to help you take action.

Evaluate Your Relationships

Let’s start with your circle of influence. While the notion that you begin to take on the traits of those you surround yourself with makes complete sense, how often do you really evaluate the quality of your relationships? As the saying goes, “old habits die hard”. There is often a tendency to continue to hang out with the same people out of habit or because it’s comfortable rather than to take notice of whether it’s a positive relationship or not.

Call to Action – Relationships

Define what a positive or healthy relationship means to you in both your personal and professional life.
Make a list of the key people you spend time with in both environments and note whether they are part of your personal or professional life.
Evaluate each relationship against your definition(s).
- Which ones lift you up?
- Which ones bring you down?
For those that lift you up – identify strategies to continue to nurture and grow each relationship.
For those that bring you down – you have 5 choices
- Stay in it, as is
- Change it
- Change your view of it
- Accept it
- Leave it
Work with someone you trust to help you put a plan in place to grow the positive relationships and effectively manage or shift the negative ones.
Notice what happens as you consciously focus on crafting your circle of influence.

What’s Your Value?

Let’s move to your social currency or the value that you bring to the world. You may be able to immediately articulate the gifts and talents that bring value to those you interact with. If so, go right to the call to action below and jot them down. In some cases, however, you might find that pinpointing the value you offer is more difficult – not because you don’t have value but because it is something that is so easy for you to do, you discount it and don’t see it as valuable. If this sounds like you, enlist the help of those who are positive members of your circle of influence to help you answer the questions below.

Call to Action – Value

What natural gifts, talents and strengths do you bring to your business/work?
What is unique and different about you?
Listen to your emotions while you work. What activity or activities bring out your passion and make you happy or satisfied?
Share your value within your circle of influence and with all you encounter. Shine your light and watch your business grow.

Make a commitment to surround yourself with those who energize and inspire you and leverage your strengths while continuing to grow and develop. The combination will play a key role in your success.

About the Author: Sherry Dutra is a Talent Development and Career Coach and Facilitator who helps you create consistent, optimal performance using all your capacity and potential in both your work and life. If you would like to uncover and address hidden challenges that may be sabotaging your success, leverage your strengths, and accelerate your progress toward the results you desire, contact Sherry for a complimentary consultation.

A Blueprint for Leadership Mastery

February 15, 2017 By Sherry Dutra Leave a Comment

“We are what we repeatedly do. Excellence, then, is not an act, but a habit.” ~ Aristotle

Core Leadership Skills

Fundamentally, there are a collection of key skills that prepare someone to step into a leadership role. These include things like the ability to:

communicate effectively,
influence others,
be adaptable and flexible,
drive for results,
build cohesive teams,
delegate and empower,
make decisions and problem-solve,
think strategically and
develop talent.

While every leader should have the opportunity to learn and build skill in these areas, skill-building alone is not enough to create leadership mastery. Have you ever noticed that regardless of your skill level, there are some days you’re “on” and some days you aren’t? There are some days you are filled with confidence and others where you question your ability? Some days where you crank out the results you want and others where you’re distracted and have difficulty staying focused on a project or goal?

What is Leadership Mastery?

All of the challenges that you face as a leader, no matter how skilled, come down to one thing. The one thing that changes everything is the understanding of, implications for, and ability to control the energy of performance. You know as well as I do that your competency level doesn’t shift from day to day. Your energy, however, is fluctuating all the time. Your energy is what determines how well your skills and competencies are expressed in any situation and what your outcomes will be. Leadership mastery, then, is about:

understanding the nature of the energy of performance,
utilizing that knowledge to create the conditions for optimal performance, and
making any necessary tweaks as any specific situation unfolds.

The energy that a leader presents in any situation is influenced by a number of different elements.

Mental ability that allows for clarity and focus
Emotions that are experienced throughout each day
Social factors that relate to your interactions with others
Environmental factors that relate to the conditions in which you are performing
Physical factors related to your level of health and wellbeing
Spiritual factors that speak to the connection you have with a sense of purpose, meaning and motivation.

When your energy is out of alignment and you’re feeling a bit “off”, you might experience anxiety, fear, worry, lack of confidence, or lack of motivation to name a few. How often do you actually get the outcomes or results that you want when this is going on? Likely, not very often. So how do you turn this around and have your energy work for you rather than against you?

Your Blueprint for Leadership Mastery

There are 5 key components to unleash your full leadership potential. Whether you run your own small business or you are leading a large organization, the foundation of your performance is built on these components. These 5 components make up COR.E Leadership Dynamics.

Component 1: Creating Your Plan
Self-awareness, a clear vision and specific goals are the essence of this component. Having a complete picture of the performance you want to create is critical.

Component 2: Establishing Your Energy and Performance Foundation
Energy fluctuations create inconsistent results. To sustain consistency and performance excellence, you must learn to manage your energy. Explore leadership mastery, understand the energy of performance, and identify and address blocks that stand in the way of your potential.

Component 3: Finding and Harnessing Your Performance Influencers
Earlier, I mentioned the 6 elements that influence your performance in any moment. Recognizing and understanding the impact of those influencers in the moment allows you to make immediate adjustments that keep you firing on all cylinders or get you back on track if things are going awry.

Component 4: Mastering the 10 COR.E Disciplines
Successful leaders have developed a personal approach or philosophy that keeps them motivated, resilient and aware of opportunities that present themselves. This component helps you to develop your own philosophy, built on the foundation of the 10 COR.E Disciplines, that will tap into your true leadership potential and performance.

Component 5: Optimizing and Sustaining Your Leadership Success Formula
An important element of this component is to embrace the need to evolve your approach over time. The world is a rapidly changing place and developing the capacity to be flexible and adaptable in the face of uncertainty is key to success.

My Invitation to You

If you would like to learn more about how COR.E Leadership Dynamics can help you to maximize your energy and optimize your performance to be the best leader you can be, please click here.

Seven Principles of Extraordinary Results

June 19, 2016 By Sherry Dutra Leave a Comment

Image Provided by ThoughtAction LLC

What if you had a model that easily conveyed how you create the results that you experience each day? What if you could gain insight into the patterns of your thinking and behavior that serve you as well as the patterns that do not? What possibilities might be open to you if you could learn to run your system rather than having it run you? The Results System™ allows you to gain these benefits by providing the framework, tools and solutions that raise the bar and drive results.

The Seven Principles of Extraordinary Results provide a simple introduction to the key concepts behind The Results System™.

Results First and Foremost:

What is the outcome that you desire to achieve? Start first with defining your end result and work backwards from there. You create what you focus on.

Goals are Not Results:

Choices Not Actions:

Invisibles Make the Difference:

Silent Partners Make Predictable Patterns:

Change is a Process:

Use the System:

Call to Action

Are you willing to make changes to achieve the result you desire? If so, what action(s) are you willing to commit to in the next week to help you achieve this result by implementing the above principles into your life and work?

Adapted from “Seven Principles of Extraordinary Results” by ThoughtAction, LLC, 2015. Adapted with permission.

About the Author: Sherry Dutra is a Talent Management and Career Coach and Facilitator who helps you create consistent, optimal performance using all your capacity and potential in both your work and life. If you would like to uncover and address hidden challenges that may be sabotaging your success, leverage your strengths, and accelerate your progress toward the results you desire, contact Sherry for a complimentary consultation.

Are You Attracting Your Ideal Client?

May 26, 2016 By Sherry Dutra 2 Comments

Attract Clients Who Energize and Inspire You

Almost all business owners, regardless of business size or industry, have probably, from time to time, found themselves working with clients who drained their energy and perhaps even diminished their profit. When a business is new, this is especially true. As business owners, we have the tendency to take on any client with a pulse and a checkbook because we are trying to build a business and may be feeling the financial pressure of doing so. It’s understandable that if you’re deciding between a less than ideal client or making monthly revenue goals, you might choose to take on the client even if, in your heart, you know the client is not a good fit for you and your business.

Changing Your Strategy: How open are you to taking the bold step of saying ‘No’ to those clients who drain your energy? What would make you willing to consider it? If you stop and consider the benefits of saying ‘No’ to the detriment of saying ‘Yes’ – you might be much more inclined to only accept clients who meet your ideal standards.

Here are five benefits of saying ‘No’ to less than ideal clients:

You open up space for those you are meant to serve.
You do your best work with your ideal clients and also increase the referrals you receive.
Your confidence increases.
You enjoy your work more.
You make a bigger difference in the world.

In Book Yourself Solid, by Michael Port, he discussed the concept of the Red Velvet Rope Policy. Establishing such a policy enables the clients who energize and inspire you to be attracted to your business and keeps out the prospective clients who are not ideal for you and your business.

To establish your Red Velvet Rope Policy, ask yourself the following seven questions:

What type of people do you love being around?
What are the qualities or characteristics you would like your ideal client to possess?
What do they tend to talk about?
What interests do they have?
How do they contribute to society?
What values would you like them to possess?
What else is important to you that you would like to see in your ideal client?

I encourage you to take the time to write down your answers to these questions and to begin to craft your profile. Once you have clarity, begin using the profile to evaluate who passes through your Red Velvet Rope and watch the impact on your business, your energy level, and the personal satisfaction level of you and your clients.

Networking – What Does it Mean to You?

April 20, 2016 By Sherry Dutra Leave a Comment

When you hear the word “networking”, what immediately comes to mind for you? Do you cringe and want to retreat into the safety of your home? Do you feel as though it’s about pitching your wares, trading business cards and manipulating people? If so, it’s no wonder that you resist doing it. Who wants to feel like they are using others and being viewed as insincere?

Often a key factor of my clients’ success strategy includes networking of some sort. Whether they are:

exploring a new career path,
seeking a new job,
looking to expand their leadership capabilities,
starting or building a small business, or
considering a transition to retirement,

connecting with and learning from others helps them to reach their goals. However, when networking is brought up, it is often met with resistance and a very undesirable view.

Yet, it doesn’t have to be that way. If you come from a perspective of networking that is based on building relationships and seeking opportunities to add value, you can change your entire experience of connecting with others. How might you feel differently about networking if you considered the following questions prior to your next networking opportunity?

What can I share and offer that is valuable to others?
What can I do to help someone else feel comfortable?
How can I contribute to another’s success?
How can I truly listen to what another is saying so I can identify ways to help them?
Who do I know who would be a great connection for this person?
How can I simply engage in a relaxing conversation with someone?
How can I be my true self and make genuine connections with people?

What does networking mean to you now? Hopefully, you are beginning to see networking in a more positive light ~ one in which you build relationships based on true connection, integrity and mutual support.

Building Your Business: Establishing Credibility

February 24, 2015 By Sherry Dutra Leave a Comment

One of the elements to becoming booked solid is considering who knows what you know. As a professional service provider, it is essential to consider the importance of building credibility in your area of expertise. While your potential clients need to know what you know, so do your marketing and referral partners.

So, what would you like to become known for? If you can identify and focus on the one thing you most want to be known for, then your target market will be clear in regards to your area of expertise. So, let’s consider the following questions.

In what areas are you currently an expert?
In what areas do you need to develop your expertise?
What promises can you presently make and deliver on that position you as an expert?
What promises would you like to make and deliver to your target market but don’t yet feel comfortable with?
What do you need to do to become comfortable at making and delivering these promises?

Now, with the answers to these questions in mind, what is that one thing you’d like to be known for amongst those in your target market?

What do you need to learn to become an expert in that area?

List the options for learning it.

Start now!

If you’re already very knowledgeable in your field, what steps can you take to stay current on the latest information in order to remain booked solid?

Excerpted from Book Yourself Solid® by Michael Port.