The Curse of the Expert and why it makes you terrible at marketing (Here's the Fix)

You've been there before: attending a networking event and the dreaded question surfaces, "What do you do?" Your response...

"I'm in marketing." 

"I'm a mental health coach." 

"I'm a speaker, author, coach, PhD..."

These responses are right, but they feel incomplete. They don't accurately depict the full scope of the important work that you do. These responses feel limiting, yet they're the easiest way to help people understand the value of the work that you do.

Experts with deep knowledge of a subject matter are challenged with explaining what they do.

This is called "The Curse of Expertise." It is a cognitive bias that occurs when a person who has specialized knowledge assumes that others share in that knowledge.

In essence, there is a problem with explaining your expertise in a way that is simple, relatable, and easy to understand for someone outside of your field.

As a result, communication becomes impaired, making it difficult for people to fully understand your subject matter expertise.

This curse shows up when you are attending networking events, presenting on sales calls, and stops your ability to actively pitch your services. If people don't understand what you do, they will not see the value in it.

90% of founders face this challenge despite having transformative services. I see this most often among Black women founders who have deep expertise but struggle with communicating their unique value.

When potential clients scroll past your content or ignore your emails, it's often because they're unsure if you can actually help them. This isn't about your capabilities; it's about how you communicate them.

Today, we're breaking down why this happens and how to fix it—permanently.

You've invested a lot of time and energy into becoming an expert. You studied, got all the degrees, and have the full alphabet of letters following your name.

You've earned that expertise and the respect that comes with it. But you're a business owner now; the playing field has shifted.

In business, it's about an exchange of value.

This isn't about what you do and who you are. Unique value answers one question: What problem do you solve and for whom?

People care about what you can do...for them.

Use this statement structure to define your value.

For [your target market] who [target market need], [your brand name] provides [main benefit that differentiates your offering from competitors] because [reason why target market should believe your differentiation statement].

You started your business so that you can stop shrinking yourself. While you may have had to contort while showing up in other spaces, you've gathered the courage to branch out on your own. 

Stop hiding your brilliance. You are the expert. You are the standard. 

Own that Sh*t.

This is time to show up fully and authentically as you are. The trick is to use your authenticity as the system to deliver your unique value. 

People buy into you. The service you provide is just the vehicle.

You've probably heard the terms target audience, target market, or ideal client profile (avatar). These are the profiles of the audience you wish to serve.

However, in this larger segment lie smaller segments that help you uncover deeper insights. There are three segments in your target market:

Target Market: represents largest segment of population that can be served

Target Segment: smaller segment of the large population that can benefit from your services.

Ideal Client: smallest segment of the population that can benefit from your services and you WANT to serve.

When it comes to detailing this audience, many do not go deep enough. You're told to capture basic information such as age, gender, race but that doesn't provide a full picture. 

When you think of your ideal client ask yourself:

• What are their problems?

• What do they want?

• What are their fears? 

• What are their dreams?

Taking some time to ask these questions will help you to learn the human behind the profile. 

Pro tip- Talk to people who represent your ideal client and ask them these questions.

As an expert, your default is to be in diagnosis mode. You tell people what they need and talk about how you can help them. Everyone makes this mistake when it comes to messaging. 

Let's put an end to it now. 

- Stop talking about you

- Stop talking about your features

No one cares.

Your audience needs to know how you can help them. 

- Start talking about your clients

- Start talking about their problems

- Start talking about how you help them

Once you start marketing, your business is no longer about you. It's all about your clients.

The Curse of Expertise doesn't have to result in the death of your business. It's just about repositioning your expertise as the solution to your client's problem. That enables you to communicate the unique value that you bring and creates desire for your services.

Implementing these changes leads to:

• Increased client acquisition without constant hustle

• Crystal-clear communication of your value proposition

• Natural, effortless marketing that attracts ideal clients

• Renewed confidence in your business positioning

Watch how quickly potential clients start responding differently when they hear not just what you do, but why you're uniquely positioned to help them.

Remember: Confidence comes from clarity. When you're clear on your value, your ideal clients will be too.

I am Candice Jackson Long and I provide you with a simple way to market your business, get your name out there and become the only choice for your clients.

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