YOU ARE THE EXPERT–NOW PROVE IT!

We have discussed expanding your audience and making sure you get to those people who will appreciate and/or need your book. In the past, we have talked about educating your audience with your knowledge. Now we will focus on you as an expert because why would anyone spend their hard-earned money to buy your book? They wouldn't unless they know you are an expert.

Being an expert is more than just writing words on a page or standing up and presenting at a conference.

Writing words–isn't that what ghostwriters do? They write what they are told to write. It's not a bad thing, but it doesn't prove expertise.

There are also people who go to conferences giving presentations or creating classes and courses just because they know a little more than the general public. They make money doing this, and they do learn more; but they are not necessarily experts when they start.

You, on the other hand, have probably been in your field for a while. You've worked your way up the ladder and have experiences they don't teach in any university class. How? Because not every variable can be explained or considered, and life is just throwing variables our way on a daily basis.

The years of real-world experience will make you stand out and shine when it comes to your audience and your readers. When you present at conferences or network with others in your field, you can show your knowledge and expertise. This lets you shine in-person.

You need to do this when you write as well! You need to find a way to shine without sounding conceited or coming across as a braggart. You need to let the reader understand your expertise.

How can you do this? How can you shine and show you are an expert without putting people off?

The answer is pretty simple, and you probably already know the answer—or at least most of it.

First is the author's description that is found near the end of the book or on the back cover of the book.

In this bio, you want to show your expertise in a statement of fact—straightforward with no embellishments. This doesn't mean you can't talk about awards and such. It means to state the information like you would for a job interview or on a résumé. Make it factual and impressive but not over the top, and definitely don't exaggerate or make things more than they are.

Next is to give a short introduction before the first chapter of the book itself.

In this, you can explain in more detail your years in the field and what you have learned from these real-world experiences. You can also explain more about why you wrote the book (i.e., saw a problem in the field no one is addressing, found a solution to a common problem that is often just ignored, discovered a new way to simplify a process, etcetera), and how you will use your expertise to teach the reader what you know so they can have the expertise too.

The final step is to put yourself in the book.

Most people think they should write in third person point of view and stay out of the book, but the truth is this book is about YOUR EXPERTISE. This means you should be in the book. Maybe not front and center, but the book could definitely be written in the first-person point of view, especially if you are sharing personal and/or professional experiences.

If you are a speaker, use the same voice to write the book. You'll have to change it up a little because the reader can't ask you questions in the moment or even at the end of the book without a lot of extra steps.

Since this is a book, you won't be able to have a Q&A at the end of the speaking engagement. This means you should consider the questions you usually are asked at your presentations. Answer these in the body of the book in the appropriate places.

Answering questions in the appropriate sections of the book rather than having a Q&A section at the end will help the reader know you are an expert and view you as understanding and caring about what you are teaching them. You are taking the extra step to help them understand terms and concepts at the moment rather than at the end.

You want your reader to not only see you as an expert but to recommend you to others as an expert. You're in business; you know how important networking is to business. Well, it is even more important for books. Word of mouth can help you become a best seller or…

It can destroy your reputation. Remember, the potential reader may check out your information, and if it doesn't add up or seems exaggerated, you'll lose readers. Also, if you present yourself in a conceited or bragging manner, they may lose interest because no one likes to listen to (or read in this case) someone do nothing but talk about how great he/she is.

The last thing to remember is that if the reader doesn't buy your expertise, you will lose him/her and any person in the field he/she talks to about the book because if someone mentions your book, the reader will quickly speak up and tell why he/she doesn't believe you're an expert or why the person shouldn't buy your book.

You are an expert, and you are a businessperson. Present yourself as such–expert and businessperson. You won't go wrong if you do this in your bio, introduction, and throughout the book. Build your credibility with those people at your presentations or clients, and they will help you sell your book because they believe in you.

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Content credit: C. Storm

Image credit: Joshua Hoehne