Being visible in the market is not about volume. In this episode, Tara breaks down the two traps most experts fall into when trying to get noticed (blasting prospects with their expertise, or chasing the kind of noise that belongs to marketers, not experts) and what actually works instead: packaging your methodology into something a customer can see, follow, and trust before you ever say a word. Once that packaging exists, visibility stops being a grind and starts compounding.

IN THIS EPISODE:

• Why prospects only talk to you when they believe you can solve their problem better than anyone else
• The two traps experts fall into: blasting people with expertise, or chasing "noise" on social media
• Why packaging your methodology into something tangible is what actually makes you visible
• The map metaphor: why the most specific offer wins, every time
• What happens the instant your methodology becomes something a customer can see without you in the room
• Why the most visible experts in any niche already have this figured out

If this episode helped you see visibility differently, subscribe and leave a review. It helps more experts ready to scale find their way to the show.

Tara Bryan is the creator of the Infinite Scale Method™ and host of The Scalable Expert podcast. She helps expert business owners, coaches, and consultants turn their expertise into a scalable business built on a signature framework and systems that deliver results without requiring more of their time.

Learn more at www.thescalable.expert and www.taralbryan.com

Ready to build a business your expertise deserves?

The Scalable Expert Audit reveals exactly where you are in the Infinite Scale Method and what to do next. Five minutes. Instant results. Take the Free Scalable Expert Audit →

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Hey, everybody.

2

Welcome to season three of The

Scalable Expert Podcast, the show for

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established expert business owners

who are maxed out on time and ready to

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find the scalable impact of their work.

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I'm your host, Tara Bryan, founder

of The Scalable Expert and creator

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of the INFINITE SCALE™ Method.

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If you've built a business around

your expertise but feel stuck

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in the time for money trap, this

podcast is your path forward.

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Each week, I'll share stories and

strategies and shifts to help you

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step into a new Scalable Business

model by declaring your authority,

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packaging your expert framework, and

streamlining your offers and systems

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to ultimately become a Scalable Expert.

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Because it's not about working

harder, it's about building smarter.

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All you need is one signature expert

framework, and you can deliver an infinite

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amount of ways to be able to scale your

business, your impact, and your income.

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All right, let's get started.

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Hey, everybody, welcome

to today's episode.

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Last week, what we talked about was

getting your methodology out of your head.

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Doesn't matter if you are hiring a team

or if you are working with clients.

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You still have to get it out of

your head in order to start to

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grow and scale the business beyond

you, your time, and your attention.

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This week, what I wanna dive into is

visibility out in the marketplace.

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So one of the biggest challenges

experts have most often is being

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visible out in the market, right?

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So one of the things that we need to do

is we need to lead with our authority.

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Our goal is to have people find us and

then become attracted to our expertise

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and what we have to offer, right?

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When somebody knows that you have an

expertise for something that they need

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a solution for, they are going to be

interested in talking to you because

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they want to solve this problem, and

you know how to solve it better than

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anyone else in the world, right?

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You can solve it faster.

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You've been there.

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You know the path.

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You know how everything

is going work, right?

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When you go to a client or

prospect meeting and you're

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like, "Yep, here's my resume.

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Here's what I have experience in.

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I've done this a million times.

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I can take your problem and help you

get a solution better than anyone else."

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Right?

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That's your sales conversation that

you're having regardless of the

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methodology or how you're doing it, right?

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In person or online or on

the phone or wherever, right?

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You're basically like somebody's

coming to you because they have a

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need, and they believe that you can

fulfill on that need that they have in

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a better way than anyone else, right?

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So ultimately why they're

attracted to you, there's lots of

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different reasons why that happens.

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I'm not gonna focus on

that in this episode.

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What I am gonna focus on is that concept

that they believe that you are better than

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anyone else to solve this problem and that

you can solve the problem for them, right?

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So people aren't gonna talk to

you if they don't think that you

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have the solution for them, right?

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And they're not gonna talk

to you if they don't believe

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that you can help them, right?

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And help them better than someone else.

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So our goal in the marketplace, as we are

becoming visible, as we are out talking,

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posting on social, doing a podcast,

doing speaking, whatever it is that

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we're doing, the goal is to communicate

in a way that makes our prospects really

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be able to see that we can solve their

problem better than anyone else, right?

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That's ultimately the goal.

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So what happens so often as

experts is we do one of two things.

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We either just blast them

with our expertise, right?

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We are passionate about our expertise,

so we could talk about it all day.

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And so we blast them with all of the

information, all of the expert, all

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of the things that we, that we know

about the topic, and we try and prove

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that we are the most knowledgeable.

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We have the most experience.

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We are the best person to help them.

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We're trying to prove

that out in the market.

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And/or we are trying to do all sorts

of different things so people like

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our personality or they like to

look at us or whatever it is, right?

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So if you're making noise on social,

sometimes it's because of that.

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But as experts, we tend to just

blast people with our expertise.

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So we may not be as visible as

someone else who's out there doing

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all of the things because that's

not usually our focus, right?

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We're not marketers.

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We're not social media experts.

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We're not interested in going out

and creating reels every day, right?

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That's a different skill set.

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That is a marketing skill set,

and that is amazing for a lot of

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people, but as experts, that's

not usually our thing, right?

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Unless you're an expert in marketing

or an expert in social media.

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As experts, we wanna be

experts at our thing.

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We want people to see us and acknowledge

that we have the answers to help them.

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We are the ones who can get them from

point A to point B as quickly as possible.

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And so a lot of times we're, we could

be overlooked by somebody who's a

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little bit more noisy in the market.

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There's a difference between leading

with our expertise and leading

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with being noisy in the market.

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And so sometimes we don't attract all

the people because the people don't even

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know that we exist because we're not

quite as noisy or we're not spending as

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much time and attention on marketing and

social media as someone else is doing.

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Now, I say all of that because

that's a traditional trap that we

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all fall into as experts, is we

have to do this marketing thing.

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We have to do this content

creation thing because we have

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to be visible in the market.

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Whether you believe that or

not, doesn't really matter.

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You have to be in front of people

who are your ideal people, right?

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You could do it on social media,

or you could do it somewhere else,

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but ideally, and in order to have a

business, you have to have customers, so

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therefore you have to attract customers.

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Here is how visibility starts to

get really powerful and starts

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to grow exponentially for us as

experts, is when we can package our

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methodology and make it into something

that is physical and tangible and

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can live outside of us, right?

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If somebody can look at it and they

can see the journey and they can

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see the path and they see all the

steps and they see what it is, right?

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Without us being in the room, that is

when you know that you can lead with

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your methodology in the marketplace

and have exponential visibility.

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So you're not making noise.

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You're not out there just talking

about anything that you want to,

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or you're not out doing reels

and doing silly things, right?

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What you're doing is you're

leading with your methodology.

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You're leading with how you're

helping your ideal customer go

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from point A to point B, right?

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The problem they have to

the result that they desire.

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When you package your methodology in a

way that is crystal clear and tangible,

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it goes from, " trust me, it's all in my

head" to, "Here is what I've built out

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and you just can follow this map," right?

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"So this is the journey.

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Here's how I built it out, and

here's the map for you to follow."

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When you have, and your prospect

sees a map, and they have a map,

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they are very confident they

can go from point A to point B.

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So it goes from, "Trust

me, I know the answers.

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It's all up in here in my head.

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I have 30 years of experience,

and look at my resume.

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Look at what I've done," right?

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to, "Here is the map, and here's how we

go from point A to point B, and here's

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what I have for you to help you fast track

your journey," the conversation changes.

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Your authority in the market changes

instantly because people can see it.

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Just think about, like, when you have

read a book from an expert, right?

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So you've read StoryBrand or something

like that from Donald Miller, and

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you look at that and you're like,

"Okay, this makes perfect sense.

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Look, he's got a plan, he's got

a map, he's giving me all the

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information that I need around how

to go from step one to step two to

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step three," blah, blah, blah…

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instantly you go, "Okay, I believe

that this is something that I can do.

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I believe that this is gonna

help solve my problem."

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That was him taking it out of his

head and putting it into book format.

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Now, you don't need to put it in book

format, but you put it into a format

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that people can see the path, and it

instantly gives you more credibility.

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It instantly helps you focus on what

you're saying out in the market.

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If you're speaking, if you're doing a

podcast interview, if you're doing a

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social media post, it helps you focus

in on attracting the right people

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to you who want to see that map.

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If I'm driving from Minneapolis

to New York, I don't want to see

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a map from Missouri to California.

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That's not relevant for me, right?

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What's relevant for me is a map

that goes from Minneapolis to New

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York, and so I'm gonna filter out

that Missouri to California map

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'cause I don't need it right now.

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I need the map from

Minneapolis to New York.

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So when people can see that,

they're like, "Oh, you have the

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map from Minneapolis to New York.

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I'm in.

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Give it to me.

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How much is it?

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I'm, I want that map," right?

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Because also, I could have, you could

have that map for me and you could say,

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"Okay, this map is gonna take you from

Minneapolis to New York, and you're

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gonna be able to see all of the major

cool things and hidden hiking spots or

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hidden gems or whatever on the path."

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I'd be like, "Oh, that's amazing," 'cause

I'm gonna drive there and so I would

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love to see things along the way, right?

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Again, it's the journey.

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You've taken care of that for me.

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If I'm a mountain biker and I want

to mountain bike from Minneapolis

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to New York, I'm gonna go to various

mountain biking spots all the way

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along the path, and you provide a

map to me with the best spots from

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Minneapolis to New York, I'm in, right?

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Because you have already defined

those for me, and I know where to go.

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If I am trying to go from Missouri to

California and I want to go swimming,

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again, I'm not gonna buy that map, right?

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That's not the one that I want.

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And so it's that level of

specificity that allows you to

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lead visibly out in the market.

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And once you do that, once you develop

that expert authority system, not

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only does it help to focus you and

your team and your clients, but it

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also starts to focus your prospects.

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You're naturally bringing them to you

and attracting them to you because

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they're looking for you, right?

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If I'm a mountain biker and I'm looking

to go from Minneapolis to New York,

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and you have outlined all of the best

mountain biking trails from here to there,

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That's exactly what I'm looking for.

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You have read my mind, and that

would be an amazing value add for me.

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So that's what you're creating.

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That is how you are

packaging your expertise.

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You're getting it out of your head,

you're packaging it, you're putting it

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in a map that provides the fastest path

to the result that person is looking for.

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When you can do that, you start

to call out to your ideal people.

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So quite frankly, the most visible

people in the market as experts

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are the ones who are doing this.

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So go out into your marketplace where

whatever industry you're in, and look at

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the top experts that are in your niche.

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Do they have a packaged methodology?

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Do they have a consistent way that they

talk about what they do, how they help

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people to go from point A to point B

as they are attracting their customers?

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Do they have that?

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Probably, right?

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Are they very clear on

who they're talking to?

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Are they very clear on the

problem that person has?

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Are they very clear on

the result that they have?

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Most likely that is why they have

more visibility than you do as an

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expert who has it all up in your head.

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So it's not about making

more noise out in the market.

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It's not about having to be in

50 million different places.

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It's really about being specific

in terms of how you're calling

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your ideal customer to you.

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And when you have a packaged map, when

you have your signature methodology mapped

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out and physically and tangibly available

so they can see it and get results, see

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the results that they would get without

you even being in the room, that is

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when you're winning the visibility game.

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So start to, to really think about all

the things that will change as you can

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get your methodology and your expertise

out of your head and into a consistent

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approach/journey for your customers, how

that affects your prospects, and then your

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customers who are already in your world.

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All right, until next time.