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How to look like an expert from day one

The biggest thing holding me back when I first started my business was my fear of not being credible enough.


I’ve never had a real job, which means that I started my business pretty much straight out of college.


I had no freaking clue what I was doing.


And I was CONVINCED that in order for people to listen to me-- in order to be seen as credible in any industry-- I’d have to go back to school or get a real job.

I loved school.

I’m a certified nerd.

I was president of the French club and was in the Honor’s college.

But despite all of that, I had HUGE hesitations about going back to school.

(To me, grad school always seemed like a socially acceptable way to avoid the real world for a few more years.)


I wanted to start a business, but I was convinced that no one would listen to what I had to say. I suffered from imposter syndrome.


You know what I’m talking about, right?


Most of us entrepreneurs have had that feeling that one day, "someone's going to find out that we're a fraud" and the whole jig will be up and we’ll have to waddle back to corporate America with our tail between our legs.


And because you question your credibility and don’t feel like you deserve the success, you subconsciously sabotage your successes and sales.


I guarantee it.


I used to think that in order to be credible, I’d need an advanced degree, a certificate, a fancy title or at least 15 years of specialized experience in the industry I wanted to work in.


Can I tell you the most important thing that you could EVER know?

You are already credible. You’re already smart enough. You already have the skills you need to get started-- you just need to jump in and show your stuff!


There’s a million and one ways of showing off your credibility that don’t include getting an MBA or some other fancy schmancy credential.

No one needs to officially tell you that you’re capable of doing what you do. ONLY YOU CAN DO THAT.


Here are 5 things you can do position yourself as an expert right now:


#1 Upgrade your branding


Take a look at your website. Does it feel like the website of a professional?


Upgrading your branding has absolutely nothing to do with paying a web designer to create a logo. You don’t need a logo!


You do, however, need to ask yourself how you want people to feel when they land on your website. Is your business’ personality fun? Exciting? Serene? Academic?


Special note for health coaches: Please, for the love of God, stop thinking that because you’re a health coach that your brand color has to be green. Your business’ brand has almost nothing to do with the WHAT you do, and so much more to do with WHY you do it.


#2 Create a killer About Page

Your About Page is the most visited page on your website. How are you using that prime real estate?

When new readers land on your About Page, they’re looking for an answer to this question:


Answer this question by guiding new readers to your opt-in offer.

Did you know that your About Page should be a little mini love letter for your opt-in offer?

Did you know that you can get a cheat sheet for writing your About Page in the Top Secret Copywriting Cheat Sheets?



#3 Prove you’re capable of delivering on your promises


Do you know how to build trust in a new relationship?


Make a promise and then...keep it.


A great way to do this is by making a really killer promise with your opt-in offer and then delivering something super spectacular (i.e. NOT AN EBOOK) that will help the reader get exactly what you’ve promised.


Too many online business owners (read: women) are deathly afraid of making promises because we don’t have control over who consumes the content of our website.


My advice? Stop catering your website to those people! You want to attract people who will take the action steps you advice, not people who will whine about not getting results by osmosis!



#4 Focus on your blog content


Another great way to build credibility with your readers is to show up on a weekly basis and provide excellent content.


This isn’t easy, which is why it’s impressive when you actually do it.


I can’t lie-- publishing a blog article every week is one of the most challenging things I do in my business. It’s challenging because it requires regular creative work that isn’t necessarily directly related to making money.


Then again, your blog is absolutely related to making money!


When you publish your blog or newsletter on a regular basis (I hear you squealing, perfectionists!) you build a credible, trusting, authentic, loyal relationship with your readers.


Publishing regular blog posts is more important than publishing perfect blog posts. 


#5 - Add testimonials wherever you can!


I’m flabbergasted by the number of entrepreneurs I see with no testimonials on their websites!


Testimonials are so so so so freaking important. And they don’t have to be from actual clients-- they can be from anyone who can honestly attest to how amazing you are at what you do!!!


You should constantly collect effective testimonials that speak to specific results and include as much info (and a photo) of the person as possible.


Did you know that I wrote a guide on collecting powerful testimonials? You can find more about it here >>


For example, here’s what Michelle Mazur had to say about the Testimonial Gathering Kit :

The Testimonial Gathering Kit was worth its weight in gold!”

-Michelle Mazur, Speech Designer + Idea Architect

A testimonial like that makes the kit sound more appealing, doesn’t it?

That’s because though I could toot my own horn all day, the recommendations hold more weight when they come from someone else! It’s called social proof. And it’s really f*cking important.




Are you making this mistake with your coaching packages?

Every life, biz, and health coach (and their mother) has created a 6 month coaching package.


But that’s not the problem.


The problem is that many of you call your coaching packages “Six Month Coaching Package”.


Why is this a problem?


Besides the fact that it’s a totally boring name for a service?


No one is sitting around at home thinking "if only I could find a 6 month coaching program! I’d love to spend money on a six month program!”


Even typing those words felt ridiculous.


When people see your 6 Month Coaching Package, even though it’s AMAZING (because you poured your heart and soul into creating it), they don’t feel compelled to buy it.


They don’t get it. They don’t get the point. They’re thinking, “What’s in it for me, yo?!”


I want to be very clear: I'm not telling you to stop creating coaching packages.


I'm not even telling you to stop creating six month coaching packages. (SHOCK!)


I'm telling you to stop calling your coaching program a "6 month coaching package".


I want you to stop everything for a minute. No really - put everything down. Turn off the music and just give me 1 minute of your undivided attention.


Can you do me a favor and imagine someone you know who would be a purrrfect candidate for your coaching program? Someone you know you could help?


Close your eyes and get a really good picture of this person in your mind.


Now tell me: WHAT DOES SHE WANT?


What exact thoughts is she thinking in her head?


What language is she using?


What’s frustrating her?


What does she want her life to look like? What are her desires?


Got your answers? This is the information you need to use when you name your coaching packages.


Your clients want a result, not a “coaching package”. They don’t care how you get them the result...they just want to know that you’re going to deliver what they want.


They're not thinking "gosh, I'd really love to work with a health/life coach for six months".




They're thinking, "Jesus Christ. If only I could..."


  • Lose weight. Once I lose weight, then I’ll be free to think about what I really want, but the weight thing keeps getting in my way.


  • Quit my stupid job so I can be my own boss and go to work at swanky coffee shops and go see movies in the middle of the day.


  • Follow my to do list without getting distracted. I’d have so much less stress, more time to spend with my family, and more peace of mind!


  • Make $10,000 more this year. Oh my god, that’d be wonderful.


  • Take just ONE week of vacation. Just one vacation! It would make all the difference in the world to my happiness and I’d be so ready to hit the ground running afterwards.


  • Pay my debt so I can be financially free and travel the world and live out of a suitcase.


  • Figure out my passion. If only I could figure out my passion I could start a new career and actually enjoy making money.


  • Get my husband to do the damn dishes! If we were more of a team and less at each other’s throats, we’d finally be able to have the family life I always dreamed of.


Not sure what your specific audience really wants? I'm about to tell you.


There are 4 main things that all people want. If you can link your offer to getting more of any of these things, clients will be flooding your inbox with service requests.


  • To make more money (hint: your audience uses specific terms around money. Does she want a 6 figure business? To travel the world and live out of her suitcase? Even within this subject you need to use the right words. Every audience wants different financial results. Go ahead and ask your tribe what they want!


  • Health results she can see and feel and measure. This is especially important for health coaches. I've never met a health coach who wanted to talk about weight loss (most of you hate talking about weight loss), yet it's what most people say they want! If you want to help people with health, you’ve got to understand that 99.9% of human beings want to lose weight. That means there’s a big portion of your target market who is concerned about this. You need to meet them where they're at now and show them the way. Ask: why do they want weight loss? What do they think weight loss will give them? How can I show them that my way will get them there even faster? Focus on that.


  • Control over her life. Control over their schedule. Controls over the future and control over their money. Most of these are an illusion so you have to go a step deeper. Why do they want control? What will control give them? What’s the emotion or feeling they really want that they think control will give them?


  • Success and a feeling of importance. This isn't always (or even usually) related to money. People want to feel accepted, interesting, validated, unique, talented, and heard. They want to feel like their existence matters and that at least a small fraction of the world would be lost without them. Most people think money will get them there.


Now it’s time to use this information to name your coaching program.


You can use the information you’ve already brainstormed to name your program.


Honestly, anything is better than “Six Month Coaching Package”.




But if you want a little help, (aka hand holding and a very clear step-by-step process) I've created an entire guide on naming things. It’s aptly named "The Name Your Shit Kit".


Here's all the cool stuff you'll learn in the Name Your Shit Kit: 


The Name Your Shit Kit costs $15.

But if you buy it before by 8pm EST today (Thursday, July 31) you can have it for 50% off!!! Yay!!!


Enjoy naming all of your shit, buttercup! I hope I never see another "6 Month Coaching Program" ever again :P


Please share this with your peeps!