Are You Using Your "Hidden" Expertise

It's useful to be an expert when you want to sell something.

Being an expert may not mean what you think, though.

The most memorable illustration I can think of comes from "The Cosby Show."

(Forgive me.)

There's an episode where Rudy is feeling anxiety about "woman's stuff"...

Who does she seek out for help?

Mom, of course!

Her father, Dr. Huxtable, doesn't understand the logic. He has extensive education and decades of professional experience with "woman stuff."

It's a hilarious scene.

We intuitively understand why Rudy wants to talk with her mother. She has a different kind of expertise. We can apply this concept to our messaging -- and wield automatic influence over some as a result -- by leaning into this reality:

Empathy is a kind of expertise.

When your prospective client believes you genuinely understand what he's going through, he:

• develops an emotional connection to you
• sees himself in your story more easily
• trusts faster and puts more faith in your advice (free or paid) because you're "in the same tribe"

Think of it this way...

Which of the following do you think has a more engaging sales pitch for an investing coaching program:

A Harvard prof who writes books on stock market history?

Or a former auto mechanic who escaped the rat race through investing?

I'm betting on the mechanic.

Guess what? Someone else may identify more with the Ivy Leaguer. And that's cool.

The point is, you're likely to feel connected to the person you think understands you and what you want. In many cases, that empathy is more persuasive than "expert knowledge."

How can you communicate empathy and deep understanding with your ideal clients? Spend some time thinking about that.

Have a productive day.

Donnie

P.S. Speaking of people who write books...