Ever caught yourself hesitating before hitting ‘post’? Overthinking your bio? Dodging the ‘so what do you do?’ question at networking events because you’re not sure if your answer really lands?
So many brilliant solopreneurs struggle to fully own their expertise—not because they aren’t good at what they do, but because they don’t feel “expert” enough or they’re conscious of ‘putting themselves out there’ and risk judgement.
But here’s a swift (but gentle) reminder for you: If you don’t claim your own space, no one else will do it for you.
And I know from talking to clients that this isn’t just a confidence issue. It’s also a messaging issue. If you’re not crystal clear about what makes you different, your audience won’t be either, and it’s harder to show up and share your message with the world.
Why owning your expertise feels so damn hard
A lot of personal brands get stuck in the ‘credibility gap’—the space between knowing you’re capable and actually showing up like the expert you are.
Impostor phenomenon whispers, “Who do you think you are?”
Comparison makes you question if you’re saying anything original.
Fear of judgment keeps you playing it safe.
Aaand before you know it, you’re blending in, diluting your message, softening your voice, and waiting for some magical moment when someone else decides that you’re officially ‘expert’ enough to claim some space.
But here’s the truth: The so-called experts you see getting the most airtime aren’t the ones who know the most. They’re the ones who clearly communicate their value. And that’s where your messaging comes in.
The messaging shift: From ‘Am I expert enough?’ to ‘The Obvious Choice’
Want to bridge the confidence gap? Your messaging needs to do three things:
1️⃣ Make your expertise undeniable
Instead of trying to ‘prove’ your expertise by listing credentials, over-explaining, or adding fluff to sound impressive, focus on showing people exactly how you help them.
Here’s what that looks like in action:
1. Speak in transformations, not tasks
A common mistake in personal branding is describing what you do instead of what changes for your clients because of what you do. People don’t buy services—they buy outcomes.
Instead of listing your services, ask:
What’s the biggest transformation my clients experience?
What problem are they desperate to solve?
How does their life/business feel before and after working with me?
Then, lead with that.
2. Be specific (vagueness kills credibility)
If your messaging is broad, people won’t see you as an authority—they’ll see you as just another generalist.
The more specific you get, the more trust you build. It signals that you deeply understand your audience and the nuances of their problem.
Review your current messaging and ask:
Can I make this clearer and more specific?
Am I using vague buzzwords like ‘optimise’ or ‘transform’ without explaining how?
If someone read this without context, would they immediately ‘get it’?
3. Stop ‘qualifying’ your expertise—own it
Ever caught yourself using softening phrases like:
🚫 "I just help people with..."
🚫 "I kind of focus on..."
🚫 "I try to support entrepreneurs who..."
These little words might seem harmless, but they shrink your authority. If you don’t sound sure about your expertise, why should anyone else be?
Swap those hesitant phrases for statements that own your expertise:
✅ "I help purpose-driven brands build a magnetic online presence."
✅ "I teach service providers how to package their expertise into premium offers."
✅ "I’m the go-to strategist for coaches who want to scale without burning out."
No more ‘just,’ ‘kind of,’ or ‘trying to.’ You know your stuff—own it.
2️⃣ Narrow your focus (and Claim Your Lane)
One of the biggest reasons people struggle to stand out? They try to appeal to everyone, afraid that if they get too specific, they’ll lose potential clients.
But you don’t have to be ‘for everyone’—you just need to be the obvious choice for the right people.
How to Claim Your Lane (without fear of missing out)
1. Pick a clear differentiator (and commit to it)
People need to know, in a split second, if you’re for them. The more precise your point of difference, the more magnetic your messaging.
Ask yourself:
Who do I love working with?
What specific problem am I amazing at solving?
If I had to focus on one key area, what would it be?
2. Position yourself as the go-to for something specific
Think about the experts you admire. They’re known for something, right? Not just ‘marketing’ but conversion-focused email marketing. Not just ‘coaching’ but helping ambitious women leaders break through career ceilings.
Fill in the blanks:
I help [SPECIFIC PERSON] solve [SPECIFIC PROBLEM] so they can [SPECIFIC RESULT].
This isn’t about putting yourself in a box—it’s about making it ridiculously easy for people to understand, remember, and refer you.
3. Stop worrying about excluding people
One of the biggest fears about narrowing your focus is thinking you’ll turn people away. But the irony? The more specific you are, the more people will recognise themselves in your messaging.
People don’t resonate with vague messages. They resonate with messages that make them say, “That’s EXACTLY what I need.”
💡 Instead of: "I help businesses grow."
🔥 Try: "I help women-led startups scale to 6-figures with a sustainable marketing strategy."
Would someone outside that niche still reach out? Probably! But the people who fit your niche? They’ll feel like you’re speaking directly to them.
3️⃣ Own your unique take (and stop sounding like everyone else)
If your messaging feels generic, it’s probably missing you.
Most personal brands blend in because they’re afraid to take a stand. They repeat industry clichés, use safe, expected language, and avoid having an opinion.
But the most memorable brands? They have a perspective. A strong point of view. Something they believe in. That’s what makes people trust you, follow you, and buy from you.
How to develop your unique take
1. Challenge industry norms (and say what others won’t)
What’s something in your industry that drives you nuts? What’s the outdated advice you see people following that you strongly disagree with?
Think about:
What’s an ‘industry rule’ you don’t believe in?
What’s something you do differently from others in your space?
What’s your philosophy on what really works?
Your audience doesn’t just want tips—they want a perspective.
2. Make your messaging unmistakably yours
Ever noticed how some people’s content sounds like them—so much so that you know who wrote it even without their name attached? That’s because they’ve infused their personality, distinct tone and language, and unique perspective into their messaging.
Ask yourself:
Are you using ‘safe’ wording that sounds like everyone else?
How would you say this in a conversation?
What words/phrases do you naturally use that you could weave into your brand voice?
3. Don’t be afraid to repel the wrong people
Not everyone is your person. And that’s a good thing. The brands that try to please everyone end up sounding…forgettable. If you stand for something, you’ll attract people who love it—and that’s how you build an audience of perfect-fit clients.
Some people will love your unapologetic energy. Others won’t. And that’s okay—because your perfect clients will see it and think, "That’s exactly what I need."
Ask yourself:
Are you softening your message to ‘please’ everyone?
Would your dream client instantly recognise themselves in your words?
Does your messaging have personality—or could it belong to anyone?
When you own your message, you grow your brand presence
Making your expertise undeniable.
Claiming your lane.
Owning your unique take.
That’s how you stop sounding like just another [insert your profession here]—and start becoming the go-to expert in your space.
But if you’re stuck in the visibility gap—feeling unsure about how to show up, what to say, or how to stand out—let’s fix that.
Join my free workshop, The Visibility Shift, happening on Wednesday 19 March 2025, where I’ll show you how to refine your message, claim your lane, and show up with confidence—without feeling like an imposter.
Discover:
A fresh way to think about visibility—so it feels natural, not forced
The 3 biggest mistakes keeping solopreneurs stuck in the ‘invisible zone’
A simple Visibility Plan so you always know what to say and how to say it
The 3 types of content that build authority and make people want to work with you
How to handle fear of judgment, imposter syndrome, and comparison traps when it pops up
