Having expertise isn’t the same as communicating it
My unfiltered take on what it takes to sell your expertise, and, my own entrepreneurial path as ft on Coffee & Oysters podcast.
Lots of people I coach are absolute experts in their field. But here’s the problem: expertise doesn’t sell itself.
Being an authority isn’t about what you know, it’s about how you communicate it so others buy in. That’s the difference between being quietly brilliant and being recognised, sought out, and paid.
I unpacked this (and more than a few spicy truths about marketing, scarcity, and why you need to love what you’re doing) on the
Frances dug into the weeds with me on exactly how I work with clients, how I approach this work, and my own entrepreneurial path and risks taken along the way.
Spoiler alert, I might have been a bit spicy in some of my responses: “A lot of people think they’ve been consistent. The reality is they did a couple of things, didn’t get the response they wanted, and then hid in the cave for a while.”
Whether you’re an expert growing a profitable business, or just curious about yours truly… tune in to learn:
How I went from recruiter → startup world → business coach, and what that transition actually looked like step by step
Why I believe turning expertise into income is both emotional and practical, and how I help my clients to navigate both sides.
Why I don’t believe in the myth of the “overnight success” (and what it really looks like to grow into authority).
And on the lighter side… hear what I get up to outside work, and my London recs and outfit choices!
Don’t have time right now? Some key quotes from the conversation
“In order to be an authority, you have to carve out a space. You can’t be an authority in something vague.”
“No one’s coming to pick you for the perfect opportunity. You have to choose yourself.”
“Turning expertise into income is always both emotional and practical — that’s the nub of what I do with people.”
“You can’t copy every other business model. If you try to hold on to everything, none of it gets the chance to grow.”
“There are so many easier ways to make money. If you don’t love what you’re doing, why would you stick with it?”
“Marketing is how you acquire customers. If you don’t want to do any of it, maybe this isn’t for you.”
“You almost have to treat yourself like a science experiment. Change one variable, stick with it, and see if it works.”
Before you go…
Did you know I help experts package their greatness and grow profitable Authority-led businesses as a result? Check out my 1-1 support for entrepreneurs and read up on how I start working with a new 1-1 client. Reply to this email if you want to explore!
Thanks for reading as always, and until next time!
Ellen Donnelly, Founder & Chief Coach, The Ask.
Always love your stuff! Can't wait to check the pod out
Such a gem of an episode - thank you again for coming on!