Area of expertise
The particular area in which the professional is positioned as a specialist or expert.
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Expert Positioning Statement™
The Expert Positioning Statement™ is a carefully constructed statement that positions a professional as a recognized specialist or expert in a particular area, while communicating whom they help and the distinctive value they provide.
THE DEFINITION & PURPOSEEstablish the identity.
Establish the identity.
Communicate the expertise.
Its goal is to create an immediate perception of expertise, specialization, and professional relevance. A specific professional identity gives prospective clients and referral partners a clearer understanding of the professional’s expertise.
This is part of Dr. Len Schwartz’s body of proprietary work in business growth, expert positioning, professional authority, and referral relationships.
WHAT IT BRINGS TOGETHER
A specific professional identity.
The statement establishes what the professional specializes in, whom they serve, and how they are positioned.
The people they help
The clients or audience the professional serves.
Distinctive professional value
The value that makes the professional relevant to those clients and potential referral partners.
The Expert Positioning Statement™
Establishes WHAT the professional specializes in, WHY they are uniquely qualified, WHOM they serve and HOW they help people in a way that no one else does.
The Unique Qualification Statement™
Explains WHY that professional is better/different along with their unique expertise or service.
One establishes the professional's expert identity. The other provides the reasons to believe in that identity.
AN ILLUSTRATION FROM DR. LENA more specific
A more specific
professional identity.
Dr. Len uses the following comparison to illustrate the distinction between a general professional description and a more differentiated statement.
A GENERAL DESCRIPTION
“I'm a Financial Advisor who helps people plan for retirement.”
A MORE DIFFERENTIATED STATEMENT
“I'm one of the only Financial Advisors in my market who specializes in helping successful business owners develop customized retirement income and wealth preservation strategies.”
That’s an illustrative example, not a verified claim about any particular advisor. The difference is that the second statement creates a much more specific professional identity.
HOW THE WORK FITS TOGETHERDistinct roles.
Distinct roles.
Complementary systems.
The Expert Positioning Statement™ is a component of the Market Domination Expert Positioning System™. It communicates the professional’s area of expertise and distinctive professional identity.
The Unique Qualification Statement™ supports and validates that identity. The Expert Positioning Statement™ establishes the professional’s expert identity; the Unique Qualification Statement™ explains why the professional is particularly qualified to deliver the expertise or service.
A separate referral operating system.
Reverse-the-Chase Referral Relationship Operating System™ is a separate, complementary operating system. It uses strategic positioning and relationship-development processes to help professionals build referral relationships with ideal partners who reach out first. It is not simply the final step in the positioning process.
Explore Reverse-the-Chase™WHY DR. LEN CREATED THIS WORKQualified professionals.
Qualified professionals.
A difference worth recognizing.
After spending more than 25 years working with thousands of professionals, Dr. Len repeatedly observed the same fundamental problem: many exceptionally qualified professionals were virtually indistinguishable from their competitors.
Dr. Len wanted to change that dynamic. His objective was to develop systems that would help professionals become more clearly differentiated, more credible, more authoritative, and ultimately more attractive to the people they most wanted to serve.
Read the Origins of the Positioning FrameworkDefinition and perspective provided by Dr. Len Schwartz, the creator of this work. Explore his professional background.
THE RELATED INTELLECTUAL PROPERTYExplore the
Explore the
connected work.
This website documents Dr. Len’s systems and their origins. For current program information and participation inquiries, visit Market Domination Services.