Let's start with a different question.

How do you know if all or any of what someone advises or tells you is true?

Many things are subjective matters and not easily evaluated.  So, when you hear perhaps that relationship building is critical, or you should package your products, or that desperate prospects are always trouble, how do you determine if that's good advice?

The simple answer is, you don't.  What you look for is some form of proof or validation, even if that proof is subjective or biased or based on not-very-scientific factors.  This could include –

- a bio that inspires confidence

- compelling testimonials

- the writing style seems 'experty'

- the writer's photo (and you perhaps decide this guy could not succeed on his looks alone).

All of these are not proof of expertise.

Here's the point, though, in most fields of endeavour or business, expert positioning is so important but has less to do with what you know and much to do with how you look .

To sell their expertise, experts therefore need to look like experts .

And, because experts can usually charge more, convert prospects more easily to sales, and easily attract more prospects, this suggests some work on your marketing (he said, expertly).

Remove red flags

You need to look good.  Re-do your web site so it doesn't look like a school project for your teenager, get more contacts on LinkedIn, make sure your last blog was not when Kevin Rudd was ruining the country (yes, you read that last one right!).

Express some (strongly-held) opinions

"Tax increases are bad."  "The right way to do A is to do B. "  Experts believe in things and are not afraid to share them.  Some people will disagree with you, but it's either that or fall back into the cluster of other equally hard-working, capable, experienced business people in your field.

Don't hedge

You need to speak and write with confidence, but avoid arrogance (he said modestly).  What you're really selling is not the work or product, but the advice – what may have the best result or the highest impact, or more likely, what they can't figure out on their own.  What's needed by the customer is your depth of understanding and access to your years of experience.

This is not the 60's type advice 'fake it till you make it'.  You've already made it from a technical point of view because you are capable and qualified in your trade, profession, calling etc.  So, if you're really providing advice, your customers want to believe that you know what you're talking about.  (Heart surgeons mustn't be wishy-washy).

So, if something is holding you back in your positioning as an expert it's not likely to be your ability or experience.  More likely, the limiting factor is your presentation or evidence of the strong beliefs you hold regarding your knowledge and expertise.

(Unless of course, I just made that up?)