As I sat down to write this, I completely got in my own way. You probably know how it goes…

"No one wants to read this. They already know it!"

And then, I had a realisation—I had fallen into my own Knowledge trap.

Sigh… always a work in progress, right?

But this happens all the time to brilliant business owners: they underestimate their own expertise.

The Knowledge Trap: Why Experts Stay Invisible

What feels obvious to you is actually invaluable to someone else.

Your Knowledge—the first pillar of the KN.O.W.N framework—is the foundation of your reputation and the reason clients will trust (and pay) you.

But if you’re not consistently showcasing what you know, how will your ideal clients ever find you?

Common Traps That Keep Experts Hidden:

• Thinking expertise speaks for itself → It doesn’t. You need to share it.
• Believing clients already know what they need → They don’t. They need you to guide them.
• Assuming “everyone already knows this” → They don’t. What’s simple for you is complex for others.

The people who are KN.O.W.N in their industries don’t just have knowledge, they actively share it.

Becoming the Go-To Expert in Your Niche

Several years ago, I took a sideways step—wanting to escape the high-pressure world of corporate Strategy and Operations—and trained as a portrait and branding photographer.

I became obsessed with the art of people photography—mastering posing, lighting, mood, and composition while working one-on-one with clients.

I loved it. I learned everything I could.

Then reality hit.

If I wanted to turn this into a profitable business, I had to shift my focus from perfecting my craft to actually building my business.

My mentor gave me some tough love:

"Even the best photographers in the world won’t make a living if they don’t market themselves as the go-to expert in their community. ‘Ok’ photographers often do better than brilliant ones because they are smarter with their marketing. Stop perfecting—start promoting—and back the value and expertise you provide."

Harsh words, but she was right.

BTW: If you’re wondering what happened to that business—an international move and Covid catapulted me into an entirely different space. The lesson stuck with me, and the big camera still comes out occasionally!

To Be Kn.o.w.n, You Don’t Have to Be the Best in the World - Just the Best Choice for Your Ideal Clients.

And the way to do that?

• Show up.
• Share.
• Be consistent.

Share, Don’t Sell
People don’t trust experts who only show up when they’re selling. But they do trust those who consistently provide value.

Simple ways to showcase your Knowledge:
📌 Post a LinkedIn tip on a common mistake in your industry
📌 Share a short client success story and what they learned from you
📌 Write a “Myth vs. Fact” post to educate your audience
📌 Answer frequently asked questions in a way that makes clients think, “I need this!”

Of course, if you want to go deeper into K for Knowledge and create a visibility strategy that works for you and your business, that’s exactly what we do inside the Kn.o.w.n Accelerator.

Let’s chat if you’d like to know more!

To being Kn.o.w.n,
Nicki

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