Expertise may also be ingrained in the culture. For example, my generation was raised to believe that a person with a degree in medicine (MD) is automatically an expert, no questions asked. Certain professions or levels of education may imply expertise. Suppose you walk in to a law office and one attorney has a degree from Suffolk County Law School on the wall and another has a degree from Harvard Law School. You may naturally assume the lawyer with the Harvard degree is more of an expert; a perception that is ingrained in our culture.
How could the Modern Marketer use expertise to exert influence on her target audience? Promote your internal experts. Every company has a few experts tucked away. Find your experts and get them to write a paper, teach a seminar, broadcast a podcast or teach a webinar. By promoting your experts, you are better able to persuade your target audience to place credibility with your firm over a similar firm that is not perceived to have expertise. Expertise = credibility = premium pricing.
How many times have we seen so-called 'experts' appear on the news talk shows when there is some type of political crisis? Expertise persuades and experts are better able to influence. As a marketer, it's your job to make sure your target audience perceives people in your firm as experts.
In the next blog, I'll talk about the 5th principle, 'Consistency'.