Messaging, Personal Branding

How to become the go-to expert in your niche

Let me guess. You have a service/coaching program/course that you’re pretty sure could change a ton of lives (and make you a lot of money) if only you could land a steady stream of clients?

Oh, but you also know…

  • you don’t want to spend all your time creating content
  • you refuse to use sleazy or manipulative sales tactics
  • you don’t want to work with just any clients – they HAVE to be the right kind of clients who you’d actually love to work with

If that’s a resounding yes to all of the above, you’re in the right place. This free guide is going to break down exactly what it takes to become known as the go-to expert and make sure you’re getting paid a premium for your natural (and hard-earned!) brilliance. So with no further ado, let’s dive in.

The key elements of a Magnetic [Personal] Brand

While no two brands are exactly alike, when you put any impactful (and profitable) personal brand under a microscope, you’ll notice they have the following in common.

#1 Magnetic Energy

There’s just something about them that draws you to them. They come across as authentic, confident and totally unique. And while it may seem like “X factor”, I’m happy to tell you that ANYONE can develop this energy. But more on that soon.

#2 Magnetic Offers

Ever read someone’s services or sales page and go “OMG I NEED THAT IN MY LIFE”?

Trust me when I say it’s not just about the copywriting. They’ve created an offer designed to solve a specific problem for a specific person and packaged it in a way that makes it a total no-brainer for the right person.

(Nope, not just anyone — if you try and create an offer to appeal to a super broad audience like “online entrepreneurs” or “parents” you’re going to struggle to get noticed!)

#3 Magnetic Messaging

While pretty websites and engaging brand photos may appeal, it’s the words brands use that actually sells us on not just their offers, but the brands themselves.

Because let’s be honest: we’re not just buying the thing they sell – we’re buying the entire experience of working with them and what our life will be like after the process.

So everything from what they share on social to what they say on their website, even the tone they use in auto-responders is either drawing us in or pushing us away.

#4 Magnetic Marketing

Yep, marketing comes last! Because while it feels like it’s where all the work is involved, it’s those other 3 elements that determine whether your marketing will actually work.

In fact, it’s those brands who seem to market themselves so effortlessly and confidently who have done the most work on the other 3 areas because when one of them is missing, you can feel it. Their marketing will feel pushy, confusing, awkward or simply be forgettable (even invisible).

Feel like there must be something else to this? Go take a look at a couple of your favorite brands and see if this list lines up!

Building your “expert” brand strategy from scratch

While I’ve just given you a very holistic view of what helps to make a brand magnetic, now we’re going to zoom in on element 1 which is what covers all the “traditional” brand strategy foundations (as well as some extras most people forget about).

Because as I said, while it can feel like some people just “have it” and some don’t, this isn’t something you’re born with. Natural confidence helps, sure, but confidence without a strategy won’t get you far. So let’s start with the strategy and trust that confidence will be a natural byproduct of that.

Step 1: Understand why you’re doing this

Building a profitable brand takes a ton of time and effort… it’s not for the faint-hearted. So before you get to work, it’s important to know exactly why you’re doing this.

For instance:

  • What is your big picture vision for the future?
  • How will building your business change your life for the better?
  • What kind of impact do you want to have on others?
  • What does success look like to you?

These are big questions and deserve some serious thought because they’ll be acting as a compass for everything you do moving forward.

They’ll feed your Vision statement (the thing that keeps you motivated and guides you toward the future)

They’ll lead you to your Mission statement (the thing that communicates how you’ll get there)

And they’ll uncover your Values, which not only help you make aligned decisions, but also help to attract like-minded (or “like-valued”) clients who truly resonate with your message.

Important note: Your values are unlikely to change much in time, but it’s completely ok for your vision and mission to shift as you find more and more clarity through helping others and finding your voice.

Step 2: Clarify you want to be known for

Now you’ve done all that internal work, it’s time to think about how people will be perceiving you. You want to be known as an expert, but what kind of expert? How will you differentiate yourself from all the other experts in your space?

There are few ways I help my clients do this.

  • Content pillars – narrowing down your areas of expertise and therefore the things you’ll be talking about in your content on your own platforms
  • Expert topics – a handful of signature topics with pitch-ready angles that will help land you opportunities to feature on other peoples’ platforms
  • Polarizing opinions – the things you see differently to other people in your space that help position you as a thought leader

Paired with repetition (one of the most underrated ways to get known as an expert!) these are the kinds of things that will help you stand out in a crowded niche and have people see you as an authority.

Step 3: Gather your evidence of awesome

Truth bomb time: No one will believe you’re an expert until you do.

Whether you’re rolling your eyes because it seems so obvious, or freaking out because with all the imposter syndrome, how will you EVER feel like an expert — stay with me.

While the obvious (yet solid) advice is to gather as much social proof as you can so you can share your clients’ results… I don’t think that’s enough.

You can be sharing testimonials ’til you’re blue in the face, but if deep down, you’re still not sure you’re good enough, worrying that other people are way more qualified than you or wondering why people would ever choose to work with you – we need to go deeper.

Now depending on how loud those stories in your head are, this could take some time (TBH, from personal experience it’s an ongoing journey!) but in a nutshell, here’s what gathering evidence of your expertise looks like:

The practical options

  • Listing all of the obvious qualifications & skills you have
  • Putting together some sort of portfolio of your work
  • Collecting testimonials from happy clients
  • Creating case studies based on clients results (or your own!)
  • Doing a strengths test

The slightly ‘woo’ options

  • Looking at the seemingly unrelated experience you have that makes you even better at what you do
  • Doing personality testing to better see how flippin’ cool you are
  • Getting a Human Design reading to understand yourself on a deeper level

All of which leads us to…

Step 4: Unlock your natural magnetism

We’re officially out of traditional brand strategy zone and into what is going to become your unfair advantage. Partially because so few people will EVER do this work. And partially because magnetism is what makes you completely uncopyable, unforgettable and incomparable.

Some of the foundations to get you started will be:

  • Choosing the right platforms to show up on (the ones where you shine the most)
  • Designing your week to support your energy and work style
  • Getting brand photos taken that show the real you (on your best day, of course!)
  • Writing your brand story and infusing it into your online presence

But the ongoing work could look like:

  • Consistently showing up and finding your voice
  • Committing to the daily rituals that make you feel magnetic
  • Finding support as you re-write old stories & let go of limiting beliefs
  • Developing systems & workflows that free you up to be in your zone of genius

See how magnetism is a commitment, not a personality trait?*

*Technically we’re all born magnetic, but a lifetime of, well, life stuff can sort of “mute” our magnetism so it takes work to get it back. Also, making sure your magnetism is infused into your brand takes some strategy.

Step 5: Create your plan for world domination

Woohoo! NOW it’s time to get excited about the future. And armed with this newfound confidence and clarity, you’ll be able to build out (or re-work) your offers, your messaging and your marketing strategy to support your vision.

You’ll also be making aligned decisions about what to create, how to spend your time and money, and even who you choose to work with…all because you took the time to develop your compass (and your self-belief!)

In other words, no more settling for crappy clients, saying yes to everything, accepting discounts, or trying to reverse engineer other people’s success.

You’re going to have a plan to get where you want to go in a way that feels good. Even FUN!

Oh, and you just happened to become known as the go-to expert in your niche during the process 😉

Oops, I just revealed my big secret:

Building a personal brand isn’t just about how people see you. It’s about doing the work on yourself so YOU see yourself in the way you want other people to. 🤯

So… where to from here?

I’ve just thrown a TON of information at you, and if you feel like you’re set now, that’s great! But if you’ve been doing this entrepreneurial thing for more than a week, you’ve probably figured out that knowing what to do is the easy part. Actually doing it is the real challenge.

GOOD NEWS: I’m about to make the doing way easier (and a lot of fun!)

Because on the 6th of September I’m kicking off a free 5-day challenge called Position Yourself As An Expert where I’ll guide you through some of these essential pieces so you immediately increase your clarity, boost your confidence and become more magnetic to dream clients.

It costs nothing to join and you can sign up even after the challenge starts (I’ll send a recap email each day to help catch you up!)

Also, there will be a prize giveaway, powerful accountability through both me and the community, and other surprise bonuses exclusive to challenge takers.


Kat is a copywriter, brand & messaging strategist personal branding coach and the founder of The Personal Branding Project whose mission is to help you go from best-kept secret to in-demand brand.


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