Are you really the "best" at what you do?
When you assert that you’re “the best,” what are you really saying to your audience?
You’re telling a lie - and here’s why.
A trend that I see a lot with expert’s messaging is that they refer to themselves as “the best…”
“The BEST speaker...”
“The BEST trainer…”
“The BEST consultant…”
It’s an extremely popular approach for my fellow photographers as well.
Throw a rock in any direction, and you’re going to hit “the BEST portrait/headshot/landscape/beauty/fashion etc. photographer in…(insert any city on planet Earth).”
This phase will pop up in their bios, social platform tag lines, content and in conversation.
Whenever I hear the word BEST being used in this way, I cringe a little bit, even when it’s a friend or colleague uttering that word.
What’s the big deal with puffing up your chest and leading with confidence in your ability to deliver?
Being confident is one thing, and, as a business owner, you need plenty of it.
But, lying is another.
Lying? Really? How so?
To claim that your approach is the BEST solution for the problems you solve for those you serve implies that your methodology, teaching style and personality is going to work for everyone.
In your experience, have you found that to be true?
If you’re being honest with yourself, you know the answer is no. And it’s not because you’re not brilliant or passionate about what you do.
It’s just that your methodology, frameworks, personality, and/or price tag is simply not a fit for everyone who has a problem that you can solve for them.
That’s why a plethora of successful experts in your space co-exists - and that’s okay!
Those who resonate with your approach will love you for it, and those who aren’t a fit will find a solution from someone else that works for them. We all can win in the end :)
Another issue with the “I’m the BEST…” positioning statement is that you’re making your work all about you and not those you serve.
It comes from a place of ego and not of service.
You’re leading the conversation with potential clients with yourself and not the value you offer them.
Is this the best way to start a dialog with your audience? To build a connection and establish a rapport? To gain trust in their eyes?
Or, would it be better if you lead with them by showing how you help get them past the thing that’s holding them back so they can decide whether or not you're the best solution for them?
Rather than getting into a pissing contest with other experts in your space by touting yourself as the the #1 BEST solution above all others, place your attention on how you can create the best experience for every client who says yes to you and talk about that.
Consequently, those happy clients will speak glowingly on your behalf to their friends and colleagues and, in turn, generate referrals for more folks to walk through your doors.
Long story short, focus less on touting yourself as the BEST for everyone who needs what you offer and more on being the BEST version of yourself.
And if that’s not a fit for some, that’s okay because there are plenty of other folks who will love how you do what you do and gladly jump at the chance to transform themselves with your help and guidance.
This less ego-driven approach will reap the best results for your expert-based business.
If you’re referred to as the best, let it come from the mouths of those who pay you money for that service…it’s much more powerful and influential that way :)
What are your thoughts on this? Agree? Disagree? Why?
Please share in the comment section below.