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What If Your Expertise Is Too Obvious to Mention? · Expertise Made Real

• 0:00
  What if the expertise you're best at is the one thing you've never thought to mention because it feels too obvious to count as the reason you're the expert ghostwriter, copywriter, and author of 15 plus books?
• 0:12
  Kristen N.
• 0:13
  Spencer, that's me.
• 0:14
  Breaks down the exact question she asks every client on day one to surface expertise they didn't know was worth writing down.
• 0:23
  Why the boring automatic answer is almost always the real one, and how to run that same test on yourself before our podcast season even gets started.
• 0:33
  Let's go.
• 0:36
  You're listening to Expertise Made Real.
• 0:39
  I'm Kristen N.
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  Spencer, and this is where your experience finally gets called what it is.
• 0:45
  Expertise.
• 0:47
  Hey, friends.
• 0:48
  So this is Kristen here.
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  Normally this is where I would introduce a guest, but today that guest is me.
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  So I'm going to flip the format.
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  I'm both the host and the hot seat, which means there's no one else in the room to bail me out.
• 1:02
  So this is expertise made real with me, Kristen and Spencer.
• 1:07
  And I'm going to stop asking questions in this episode so that I can start answering who I am.
• 1:15
  Hi, I'm a ghostwriter and copywriter, which means I write books, talks, and all kinds of copy for people who are brilliant at what they do and maybe not the best at explaining why.
• 1:27
  I've published north of a million words at this point and I've written over 40 books as a author and ghostwriter.
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  Fifteen plus of those are mine.
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  Honestly, I've lost count.
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  I'm a recovering perfectionist, a Marvel comic geek, proudly also a Star wars super fan.
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  Plus I'm a wife and a mom.
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  So book 16 ish just came out.
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  Like I said, I've lost count.
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  But this one's different.
• 1:55
  It compiles my own expertise in business writing and value based marketing, the system I've handed clients one project at a time, finally all in one place.
• 2:05
  The book is titled Alice in Businessland, where it pays to be curious about which words sell.
• 2:11
  There is a dollar sign, by the way, in the word sell on the COVID And I know that was risky for search engine terms, but I think it was worth it.
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  So the origin story of this show is that the same moment kept on happening in my ghostwriting calls, in my value based marketing calls, where the client would give me a polished answer when I would ask them, so
• 2:35
  what is it that you do?
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  And then 10 minutes later they would drop the real thing they do.
• 2:40
  The real expertise they have almost by accident, like it wasn't even worth mentioning.
• 2:45
  So that's the premise and that's the way I deal with it every single episode where we're making the expertise real, because I want you to be able to take the thing you're already excellent at, the automatic thing that
• 2:57
  you wouldn't really call a skill, and turn that into something visible, teachable, and sellable, keeping in mind what the audience is actually willing to pay for.
• 3:08
  With that in mind, I'm going to ask myself the same question that I ask every single guest.
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  What is my number one piece of advice for a client on day one?
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  And my answer is, stop giving me your highlight reel.
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  I understand the impulse to do this.
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  You want to prove to me your mastery.
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  You want to prove all the cool things you've done and why you're the one that people should listen to.
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  But that's not actually what I need.
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  What I really need is the thing you do without deciding to do it.
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  The sentence that you say so often that you can't hear it yourselves anymore.
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  And then I need to take that to the market and do research and find out, is this the thing that people are willing to pay for?
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  And not just willing, but excited to pay for?
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  I've had clients that come in and apologize for who they are, but actually who they are is what's causing them to create the sales, and they need to amplify that.
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  So let me ask you, think about this.
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  What do you do on autopilot?
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  The thing that I do on autopilot is deeply analyze words.
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  For example, I'm looking for benefit focused language.
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  Does the person who's reading the thing that you put out actually get what they need from what you've written?
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  Do you have a misplaced modifier that actually has the chair moving itself across the room instead of you moving across the room?
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  Those sorts of things make my brain excited to find and even more exciting to fix.
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  I also have to keep asking what else?
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  Which is something that you'll hear Ann Ryan and I discuss in one of the launch episodes for this first season.
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  It's also, how do I get someone out of day one, past day one?
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  And that's the same thing that I did prepping for this episode.
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  I wrote down every answer that felt too obvious to say, and then I led with the most obvious one.
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  So give me the boring answer, the automatic one.
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  No one else is going to write it down for you, but that's my job, and it's probably nowhere near as boring as you think.
• 5:14
  Let's meet our seven guests for the awesome launch of this podcast.
• 5:18
  There were people in the seat answering the same question that I just did, and each one proves the point of expertise made real differently.
• 5:26
  We have Anne Irene Ryan, a career coach, which is an awesome episode because she says your resume is lying to you.
• 5:33
  Bobby Carlton, who says that you should say yes and figure out the details later.
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  Especially because the perfect stage will never come for any speaker.
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  Jade Pruitt, an SEO expert who says that AI written content is quietly costing you the clients who would actually convert.
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  Jeff Matlow, an executive coach whose job is to be a flashlight, not a fixer.
• 6:00
  Lisa Simone Richards, who cannot argue with receipts and she'll show you how to start collecting yours.
• 6:06
  Jamal Marshall, a podcast host slash coach that helps most of us show up as our true selves and show up for our own selves when we need to.
• 6:18
  Precious Williams, a 13 time pitch champion who tells you the difference between a pitch and a killer pitch.
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  We've got seven industries.
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  One repeated moment the second someone stops performing expertise and just tells you exactly what they do.
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  So are you in?
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  If yes.
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  Awesome.
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  Also, I want to make an ask because I wouldn't be a sales expert if I didn't.
• 6:48
  Would you please leave a rating and review for this podcast hit subscribe and listen through the launch episodes.
• 6:56
  In exchange, I'm going to give you a program called Find you'd wonder work, which is five prompts, takes less than five minutes, and names the thing you're already excellent at but never called a skill.
• 7:09
  This is basically the what you do on autopilot question from earlier, just built as a tool.
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  Leave a review, then go claim your reward@bitexpertisemr.
• 7:23
  That's bit ly expertisemr.
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  You already have the experience.
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  Now you can see that it's expertise.
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  I'm Kristen N.
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  Spencer.
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  Go leave that review and I'll see you in the next episode.