This is strategy number 3 in a series of strategies for how to position as the expert and authority in your industry.

The first strategy was the Beacon Strategy.

The second strategy, was the Ratcheting Up Strategy.

This strategy is the Personalisation Strategy.

In the Ratcheting Up Strategy, we focused on a particular capability of yours – and then scaling out that solution to another similar market segments as well. That’s called a “horizontal positioning” strategy, since it’s taking the same skill or expertise “horizontally” to different market segments.

Of course, you can do the opposite – stick with one target market segment, and add other services and capabilities to help serve them. That’s called a “vertical positioning” strategy, since it sticks with one market segment and serves them more deeply.

And that’s also the Personalisation Strategy: pick a single, specific market segment, and personalise your services to meet their particular needs.

There are many ways to position as the expert and authority in your industry.

The first strategy that we talked about was the Beacon Strategy.

The second strategy, which I’ll share now, is the Ratcheting Up Strategy.

But first …

What are the benefits of positioning yourself as an expert and authority in your
industry?

Being the recognised expert or authority can lead to many benefits, including that a
recognised expert and authority can more easily:

* Be the first, “go-to” choice for prospects thinking about who they might hire or
work with
* Generate inbound leads – people reaching out to you to ask if they can work with
you
* Make more sales and get more clients – more people coming to you for help
* Make more premium or “high ticket” sales – higher priced coaching, event,
program, or service sales
* Get better “gigs,” from speaking gigs to writing opportunities for magazines such
as Forbes or Entrepreneur
* Generate new and better opportunities to partner with strategic partners (“JV
partners”)