Make It Clear

Your Expertise Is Not an Offer Yet

Being good at many things can make you harder to hire.

Answering with a list

I used to answer “what do you do?” with a list. Marketing, messaging, strategy, positioning — all of it, because all of it was true.

It didn’t help the person deciding whether to hire me. They weren’t evaluating my range. They were trying to figure out what to buy.

Expertise is what you know. An offer is the one shape you’ve decided to sell it in.

Expertise and an offer are not the same thing

I saw this most clearly with a consultant who could genuinely do six different things well — brand strategy, web copy, launch planning, all of it. Every call started the same way: a client asked what she did, and she answered with the whole list. By the time she got to the fifth thing, the client had stopped listening for the one they actually needed.

Expertise and an offer are not the same thing. Expertise is what you know. An offer is the one shape you’ve decided to sell it in — who it’s for, what changes, what it costs.

You can be excellent and still be hard to buy. The fix usually isn’t learning more. It’s choosing what to leave out.

Try this

Next time someone asks what you do, answer with one sentence instead of a list. Notice what you left out — that's usually the part getting in your way.

The Offer

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