You are an expert.
Whether you’ve just started your practice or you’ve been at it for a while — you are an expert. You have special knowledge that the majority of the population doesn’t have. In fact, you have special knowledge and solutions, that a majority of the population is actively searching for.
The business of being an expert is a real thing. As the expert in a specific area you will create services, programs and products (revenue streams) that help people transform their health.
You are in the business of ‘transformation’.
What does it mean to be an expert?
To be an expert you need:
- Confidence and certainty
- A system that works.
- You also need to have a personality and be entertaining.
- And you’ll need an audience.
Put these four elements together and you’ve got a successful business.
So how do you start to put together a brand that features you as the ‘edu-taining expert?’
There are three specific ways that you can craft your own edutaining expert persona so that your followers (your tribe), hang on your every word, which is exactly what you want.
The goal is to build an audience BEFORE you start to sell service packages, programs and products. Maybe you’ve spent a lot of time, probably too much time, creating a program. A program that you want to launch and then you go and launch it and crickets… nobody buys it.
It’s because you haven’t taken the time to establish your own audience. When you have your own audience that follows you, that enjoys your content, and you use a distribution channel like email marketing to sell your program or service, it becomes a lot easier because the people are following you for YOU.
Craft Your Backstory
Everyone’s got a story! Your backstory is what got you to where you are now.
What specific experiences did you go through that motivated you to become a health coach or practitioner?
While you’re crafting this backstory, you want to add in some specific experiences that were hard to go through. You want to talk about the shame, the vulnerability and the darkness that you went through in order to get to where you are now.
What were the circumstances that ’caused’ you to live the way you were living?
What was the trigger that made you realize you couldn’t live like you were anymore?
What did you realize about yourself?
What did you do to start to ‘transform?’
What difficult or amazing experiences did you go through as you worked hard to transform?
Your backstory helps your audience to relate to you. Whether you feel like the edu-taining expert right now or not I guarantee that people see you online and on social media and they look to you as the expert.
Your backstory helps to humble you. It brings you down a level and makes you more relatable. When your audience hears your backstory they should feel like they are reading their own story. Your backstory helps to bridge that gap between them and you.
The reason your audience will want to work with you is because they want to have the kind of success and life that you have now. In order for them to feel like that’s possible they need to know you went through what they are going through now. They need to know that you understand what it’s like for them.
The only way to do that is to communicate your backstory.
Create Your “Edu-Taining” Expert Persona
This is something that might feel a little contrived and a little inauthentic at first but I want you to realize that you are a brand. You are a personal brand. I know for myself when I graduated from nutrition school, I did not perceive myself to be any kind of brand.
I didn’t even think that my personality or that my personal life mattered and maybe back then to be honest it didn’t, but the game has changed.
There is no separation between ‘church and state’ anymore. Meaning that you as a private citizen and your edu-taining persona (AKA your personal brand) are one in the same. For example, your personal Facebook page needs to represent your personal brand and business, not your private personal life.
The good news is that you get to choose how you want to be perceived.
You get to choose how your brand makes your audience feel.
Think about adjectives that you want your audience to use to describe your brand.
When people talk about you, what words do you want them to use?
When someone comes across your brand, how do you want them to feel?
What key concepts do you want your audience to think about when they think about you?
What behavior do you exemplify?
Remember, your audience will want to be like you, talk like you, live like you… they will want to know what you eat, what you wear, what makeup you use and so on.
You get to decide how you show up. Of course, you want to show up in a way that is congruent and in alignment with how you actually live your life — the good and the not-so-good. You need to show it all.
Create Stories & Parables
At the beginning, sharing your backstory and certain parables that help you to connect to your audience is more for you than anyone else. You need to practice. Even if no one is listening you need to continue to communicate to your audience. Eventually people will start paying attention.
There are certain stories (parables) that I tell over and over again because I know they help my ideal clients relate to me. These parables are not your backstory. They are other specific experiences where you learned a valuable lesson that will now help to position you as the leader.
Examples of parables:
- Think about a time where you felt alone.
- Or a time where you felt you were in an “US vs. THEM” situation. Maybe your doctor was judging you for going the alternative route. That’s a parable. There’s a lesson in it.
- Think about a time where you were faced with a hard decision.
- A time where you were being judged.
- A time where you made a decision that empowered you.
Think of short stories that you can tell over and over again that will elicit a specific emotion in your audience. You’ll tell these stories in interviews, on podcasts, on social media and on your blog. You’ll become known for these stories. Your audience will tell them when they talk about you.
Finding your voice takes time. Your edu-taining expert personal brand will evolve over time. It will change and evolve as you change. As long as you focus on building your brand, as long as your audience loves you for you it won’t matter how you pivot or what you sell. They will follow you because they LOVE you.
I just want you to be you. What it comes down to is I want you to feel proud of who you are and what you’ve created. I want you to be able to share that with everyone because there are people out there who are in pain and they are searching for you and I don’t want you to be your own best kept secret because it’s not helpful to anyone.
Now it’s time for you to take action and create your edu-taining expert personal brand.
Start with your backstory. Script it out. Share it in the The Wellness Business Hub Facebook group. The more you practice your backstory the more comfortable and confident you’ll feel.