Sometimes we think we need to prove how smart we are in order to make people want to work with us.  

On the surface, this makes sense in a world where we are told we only need to be one step ahead of our clients or we need to be just 20% smarter. 

Being an expert is a competitive advantage, but showing how smart you are and how much you know in your marketing is not the best way to find clients. 

It actually might have the opposite effect. It might push clients away from you. 

Let's talk about this sneaky little thought of needing to prove your smarts and how it keeps you from attracting clients and what to do instead. Let's do it.

In this episode, you will hear:

• How simplifying your message makes it easier for people to understand and care about it.

• Why the “Voice of the Customer” research is essential for capturing the benefits of your expertise.

• The importance of business owners not falling into the trap of proving energy in their marketing approach

• Why potential clients want to benefit from the expertise of business owners, not become experts themselves.