Once you’ve been doing something for a while you start to figure out what works and doesn’t work.  You know when the “conventional wisdom” is right and when it’s bunk. Having tried all the “short cuts” you can tell people when they really save time and when they don’t. Experts have found not just good ways to do things but also good ways to explain them to other people.  Experts, if you get them talking about their areas of expertise, are interesting.

Moreover, the best experts have opinions that are different, that stand out. No one asks you to come to a conference to espouse the same ideas you can find in a Marketing 101 textbook. You get invited to speak, and people read what you write, when it’s something contrarian, unexpected, or contains particular insights. It comes back to being an expert. Experts know something that not everyone knows; and they have the courage (almost a need) to share that knowledge with others.

This is why writing and speaking (and increasingly video) are key parts of every professional’s business development toolkit. People want experts, people who know that they know. The best way to demonstrate that is to show up somewhere (either in person or virtually) and demonstrate your expertise. Talk about what you know (in person or on video), write about what you know (articles, books, blogs, etc.) show others that you know what you know.

Doing this over and over not only sharpens your skills; makes you more sure of what you know.  But it also helps you to fine tune your ability to communicate it.  You find better illustrations, you develop new ways to answer questions or overcome challenges. You become a better expert.

So many professionals see speaking and writing as a big chore. “If I’m such an expert why do I have to demonstrate it all the time. If I’m good, work will come to me.” But speaking and writing is more than business development, it’s also personal development. Honing your message and sharpening your presentation doesn’t just attract clients, it makes you better as an advisor.

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Brad Farris is a small business advisor with Anchor Advisors, Ltd. in Chicago, Il. Since 2001 Anchor Advisors has been helping creative professional firms to grow, by helping them clarify their purpose, get the most from their people, keep their eye on key performance measures, and implement consistent processes. Brad is also the author of The Business Owner’s Champion: 6 Practices to Build your Nerve and your Business.