Is being professional keeping you from being visible?

Last week, I posted about the fear that prevents many business owners from taking steps they know will help them achieve their goals.

The comments on the post really made me think about fear and what is behind it.

And how we hide because we are so worried about what others think (and maybe rightfully so -- but I'll get to that in a second).

The first problem: Professionals need to be expert

Here is the dilemma: You must be seen as an expert in your field to build trust as a professional service provider. Why? It is your job to offer solutions to the biggest issues your clients face.

When they choose you - it's because they trust that you are the best in your field (that fits their needs).

If they don't see you as an expert -- they won't buy from you or hire you, and that is - quite obviously - a problem.

This truth leads many in the professional services to lean into social media and other content that is more lecture than discussion—more a list of facts than an interesting take on an issue.

You're afraid that people won't see you as the expert you are -- that they will judge you, so you simply skip posting or, worse, post boring content.

Sound familiar?

You might be creating boring content if you find yourself writing:

• Long paragraphs with more than 10 words per sentence.
• Few stories but plenty of "shoulds" for your customers
• Content that gets little engagement and even less interest

When you hide behind "professionalism," -- you often get lost in the sea of online sameness.

The second problem: You need a personal brand that resonates

To be seen as the best -- and to build a successful business online -- you need to produce content that is professional, correct, and informative.

Not just that -- you need to be seen as confident, professional, and competent.

You simply have to build a personal brand.

Here is where things get complicated for many professionals. Finding the balance between being real and being an expert.

Truth bombs

Truth #1: People want you to be an expert, sound confident, be competent, and make them feel safe when they share their problems with you. They need you to be the person who can help.

Truth #2: People buy from people they know, like, and trust. Professionalism can build trust -- but "know and like"? Not as much. Your customer wants to feel that you are "like them" in important ways - to have an emotional connection with you.

It's what Seth Godin discussed in Tribes.

And it's tricky.

The solution: What's a professional services business owner to do?

It sounds like such an impossible balance that it is little wonder that fear comes in and keeps you from building visibility. One wrong step, it seems, and your business will suffer.

So you don't post -- or don't post anything worth reading.

But it doesn't have to be that way. You can create content that attracts new customers and build your reputation as your buyers' go-to choice.

Even better? You don't have to be perfect to be seen as an expert in your field.

But you do have to be seen.

Here's how to find the balance and grow

The key is to find a balance between expertise and humanity.

• Occasionally make a typo? Share that story.
• Hired people you shouldn't have? Tell us.
• Missed the alarm? It happens.

The point is that you can share stories that make it clear that you are a real human struggling with things that your ideal customer also struggles with.

Share how you feel their pain. Mix those stories with educational content based on your subject matter expertise.

It will help them see you as someone they can trust -- and they will like you. That leads to conversations and sales.

The bottom line

Post content on the social media channel where your customers hang out.

Make the content interesting, informative, and educational.

Optimize blogs and develop an SEO strategy with similar content.

Pull back the curtain and let your readers see who you are and how you do what you do.

Practice these steps, and soon you will be less afraid to be real online -- and your customers will be more likely to reach out to you.

PS - Want help building a brand that is equal parts real and expert? Ready to attract new business with less stress and more closed sales? Let's talk.

#visibilitymatters #buildyourpractice #businessgrowth #controlfear