Seven simple ways to become the go-to expert


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Would you love to be the go to expert in your area of the pet industry?

For your name to be on the tip of people’s tongues when what you offer crops up in conversation?

Being known for what you do can help you stand out, bring you more clients and sales, boost your feeling of self worth and enable you to increase your prices.

And as long as you’re happy to put yourself in the spotlight, with a little focus it’s a lot easier than you think.

In this podcast episode you’ll learn seven simple ways you can become the go-to expert in your field.

You can listen in on the player link below or carry on reading as a blog post.

So you want to be seen as the go to expert?

Here are seven things you can do to make that happen.

  1. Find a topic you want to share your expertise on

We hear so much about the importance of niching and if you want to become an expert, the more specific and focused you can be, the easier it will be for you.

So is there an area you know really well? Or something you’re passionate about? It could be tough toys for terriers, snazzy gear for Schnauzers, if you know it, go for it.

If you’re a service provider, is there a specific breed or community you focus on? Training for Spaniels or Beagles? Support for owners of barking or anxious dogs?

For more on this, you might enjoy listening to my podcasts with The Beagle Lady Kellie Wynn, Barking Dog expert Claire Lawrence and the Rescue Dog Ranger Suzanne Gould.

2. Launch a blog, podcast or vlog

Publishing your own content on a platform you control and sharing it on your website and social media helps you get found by Google.

Plus people who your ‘thing’ is for can discover you and share your helpful information with others.

We are all publishers and this is a sure fire way to get your name out there and it’s a lot easier to do than you think.

3. Put yourself forward as a guest expert

Yes, it takes work but can you pitch yourself to podcasts and as a guest blogger?

People need content and interesting folk to interview so this is a way for you to reach a wider audience.

The person whose platform you’re being featured on might have a community who don’t already know you.

For more on pitching to podcasts, try this episode, How to pitch yourself as a podcast guest, and for guest blogging inspiration, try How to find people to collaborate with in your pet business.

Being a guest expert in membership communities and Facebook groups helps you quickly establish yourself as the go to person for what you do.

4. Carry out a study into your topic or create an awareness day

Boost your credibility by carrying out a study into your key area of expertise.

One of my clients, Tracey McLellan, is currently doing a PhD and the focus is on dogs with high prey drive.

Because she’s searching for people to be part of the study, she’s getting known for that topic, and once the study is complete, she will have so many ideas for media opportunities.

Find out more on Tracey’s website

Have an awareness day is another brilliant way to stake your claim as the go-to person for your topic.

For more on this, you can listen to How to use an awareness day to raise the profile of your pet business with Kerry Jordan.

And for tips on making your own day, see How to create an awareness day.

5. Write a book

Years ago you needed a publisher if you wanted to write a book. Now the barrier to entry is a lot lower.

Anyone can write a book and self-publish, so if you want to build your reputation as an authority, this is something to consider.

You can do a Write a Dog Book in 30 days course with Canine Principles here.

Also check out Vicky Fraser at Moxie Books who has helped dozens of pet professionals write their books – her website is

6. Get press coverage

Being featured in the press means potentially millions of people get to recognise you as being the go to expert for your topic.

Think like Martin Lewis from MoneySavingExpert and aim high. Lots of the dog trainers you see on TV and in the media have simply put themselves forward to journalists.

For more tips on getting press coverage, check out How press coverage can help your pet business, or How to write a press release for your pet business

7. Speak at events

Getting on stage can be scary, but speaking at events can cement your expert status.

Start with online events if you feel nervous and build-up, and consider finding a business coach who can help build your confidence with public speaking.

Final thoughts

  • Don’t worry if someone else is always an expert in what you do – there is room for more than one expert.
  • Be prepared to feel uncomfortable – calling yourself an expert will be hard at first, but as long as you have the credentials and aren’t a blagger, it will get easier.
  • Connect with others in your area of expertise. If you make a product for anxious pets, connect with anxious trainers and groomers.
  • Persevere – it is hard work but it will pay off.
  • Keep a win folder or social proof. This will help you when you wobble. And listen to this episode by Osmaan Sharif about how to put yourself out there.

Has this inspired you to start working on building yourself as an expert? Come and let me know your thoughts on social media, I’m @rachelspenceruk on all platforms.

Further reading

Working on your visibility?

Is my Pets Get Visible membership right for you?

How to write a press release for your pet business

How to get your pet business in the press in five simple steps


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