Expertise Sells. Average Doesn’t.

No one wants to buy from a business—or a person—who considers themselves:

• Average
• Just another option
• Decent

Think about it.

Would you hand over your hard-earned money to someone who is just okay at what they do? Would you trust your business, your health, your investments to someone who isn’t sure if they’re the right choice?

More importantly—how does that make you feel? Uncertain. Hesitant. At risk.

And that’s the exact same way your potential customers feel if you don’t show up as the expert in what you do.

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Owning the Title of "Expert"

For some, stepping into this role is natural—they call for the ball, position themselves confidently, and own their space.

For others? It’s terrifying.

They hesitate to call themselves an expert because:

• They weren’t raised to think they were special or unique.
• They were taught to take what they could get and be happy with it.
• They struggle with confidence and avoid stepping into the spotlight.

I’ll admit—I’ve battled this myself.

I had to reframe how I thought about expertise because:

• I wasn’t sure what I was really selling (it’s invisible, after all).
• I was stuck in old stories and limiting beliefs.
• I wasn’t doing the work to feel worthy of the title.

But here’s the thing—expertise isn’t given, it’s built.

If you struggle with this too, here’s how to reframe your thinking so you can own the expert title in your service business.

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Step 1: Defining the Expert Version of You

Write this out in detail. Get specific.

• How does the expert version of you start their day?
• How do they dress?
• How do they market themselves?
• How do they communicate the value they create?
• How do they sell?
• How do they work with their customers?

This is how you create separation between who you are today and who you need to become tomorrow.

Want to take things a little quicker? Book a 30-minute Discovery Call by clicking here.

Step 2: Study the Experts You Trust

Think about the go-to professionals in your life—your lawyer, accountant, real estate agent, therapist, trainer, coach.

Ask yourself:

• What traits and characteristics do they exude?
• How do they make you feel as a customer when buying?
• How do they make you feel when working together?

And—

• How do they market themselves?
• How do they educate their ideal customers and the market?
• How do they sell?

Success leaves clues.

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Being an expert isn’t about certifications, years in the game, or industry jargon.

It’s about owning the value you create and delivering it with clarity and confidence.

Every Founder has something unique in how they execute. The ones who step into that uniqueness?

They sell more. They charge more. They build trust faster.

You don’t become an expert first and then act like one.

You act like one first—and then you become one.

This is the work. And you’ve got a head start now.

You got this.

-R

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