In a recent podcast interview about my book "Simplify the Funnel," I was asked what I'd do if I had to start my business from scratch. My answer was simple:
"Focus on becoming the go-to expert in my niche."
I wouldn't rush into creating products or courses. I wouldn't sign up for complicated systems or software. I'd start with POSITIONING.
Too many talented entrepreneurs create great content and offer valuable services but remain invisible in their markets. The internet is packed with noise - social media platforms filled with so-called "experts" who all sound the same, often just recycling content from AI tools.
Standing out isn't about posting more or shouting louder. It's about clear positioning that makes you the recognised authority in your space.
The experts who cut through the noise aren't using fancy tactics or manipulative marketing. They use clear positioning and consistent messaging.
When I work with my private clients, this is where we start.
So, let me unpack six areas that you can focus on to help you with your own positioning so that you can become the go to expert in your niche. Me personally, I'd focus on each of these six things if I was having to start all over again.
1. The Power of Message Simplicity
If I've learned one thing from watching many successful experts, it's this…
Complexity Kills Clarity.
Many of us overcomplicate our message. We use jargon, pack too many ideas into one post, and try to sound impressive rather than clear.
Look at any industry leader you admire. They will have boiled their expertise down to something simple to communicate. Almost every piece of content you see from them, will revolve around their key message. There will be little deviation from the core content they know they’re called to be able to create and they stay within their micro niche to be able to stand out.
I’ve seen it time and again, when someone narrows their message bringing clarity and simplicity, the magic happens.
As an example, someone may have a key message that they talk about which could be…
"Holistic Wellness Coach with Science-Backed Evidential Strategies"
If they changed it to something like…
"Sustainable Energy for Busy Professionals"
… that is simplicity at work.
What's the ONE thing you want to be known for? What's your core message that someone could repeat to a friend?
Simple beats clever every single time.
2. Consistency Trumps Creativity
I'm going to tell you something that might feel boring…
Say the same thing, over and over again!
I know, you're probably thinking, "But won't my audience get tired of hearing it?"
You might feel that you’re getting bored of repeating the same thing over and over again with all of the content you’re creating, but most of your audience is just starting to notice it. Know that not everybody will see every piece of content that you create.
If you've ever visited the northern UK seaside resort of Blackpool, you've probably seen Blackpool rock candy. It's a hard stick of candy that you suck on until it's gone - or risk breaking your teeth if you try to chew it.
The special thing about Blackpool rock is that the words printed at the end run all the way through the entire stick. Break it anywhere, and you'll see the same text. It's like its own DNA. That's exactly how consistent we need to be with our content.
My content has been about simplifying marketing and stripping back funnels, looking at some of the statistics with Instagram as just one of my channels, they are consistently being viewed by new users and by followers. But, older short form content seems to stall in terms of its reach, with new posts getting views instead. I have to consistently feed Instagram with content. And I have to stay consistent, otherwise people will get confused with what I talk about.
Your content should be like a broken record playing your greatest hits.
Same message. Different formats. Repeated consistently.
The most successful thought leaders and experts in any industry are consistent with their message. They know that social media is temporary, and what was posted last week has already been buried and forgotten.
When you see their content, they will often be saying similar things around their key message. This is how they become known for their thing… and how you can become known for yours.
3. The Emotional Connection Advantage
I made a costly mistake in my early business years. I thought expertise was about showcasing knowledge. Charts, funnel diagrams, logical arguments. I would spend too much time demonstrating how to do things and correcting “The biggest mistakes I see people making” in marketing. But, here's what I've learned…
Facts Inform - Emotions Drive Action.
When I started connecting my insights to what people felt - their frustrations, fears and aspirations - everything changed.
Your audience isn't just looking for information, they're looking for transformation. They want to feel something different to the pain or challenge they have right now.
I started to think about the kind of relief, hope, confidence or clarity I could bring to my audience. And I could share that with my own stories and those of my clients.
Ask yourself right now…
- What emotion does your audience most want to feel?
- What are they frustrated about right now?
- What are they dreaming about?
- What are they having nightmares about?
When you start connecting your expertise to those emotions, and you'll be remembered when others are forgotten.
4. Visual Recognition That Sticks
We're visual creatures. Your words matter, but what people see creates instant recognition.
As a graphic designer of my teenage years, I learnt the art of creating things visually that would appeal to people. Now I’m in my 40s I’m still doing the same thing. I spend time looking at my presentations to make them pop.
I fuss over workbooks and diagrams that I can share. I am the one in my business that does all of this work.
What you create graphically forms part of your visual identity. It’s not about being fancy, it's about being consistent and recognisable - that will make you memorable.
This means:
- Using the same colours everywhere
- Sticking with signature fonts
- Creating a visual style for your photography and sticking to it
- Making sure everything looks intentionally designed
- Use models and frameworks to represent your teaching in a graphical way
When someone can recognise your content without seeing your name, you're on the right track.
And please, get off the AI image train.
If you’re just creating AI composite images and using tool such as ChatGPT to create images for you, you are just going to look like everyone else.
- Think about uniqueness.
- Think about getting a photographer.
- Think about creating a brand style.
Make sure that visually, wherever you or your brand is represented, people can quickly identify it as you and nobody else. AI will not help you do that.
5. The Courage to Niche Down
This one requires bravery. I say that because it’s one of the biggest fears that many people have when I speak to them about their business - be crystal clear about who you serve, and who you don't.
The most respected experts aren't trying to help everyone. They've chosen their people.
For years, I tried to appeal to every type of business owner. The result? I appealed to none of them deeply. When I finally got clear that I work best with those wanting to package their knowledge as online courses and sell them without the complexity of how everyone is telling them how to build funnels, everything shifted.
My content resonated more deeply - people wanted the simple way to build a business. And my offers like my book Simplify The Funnel, my Selling Without Selling training, my Community Membership and my live events (Simplify Summit), they all started converting better.
It’s the same marketing and business building advice and training that I have be sharing for years inside my agency, but I’ve now decided to let the world in on this all and I have wrapped it in a message that is “Simplify” - simples really!
The experts who stand out aren't afraid to say...
“This is who I'm for. This is who I'm not for. These are my values. This is what I believe.”
Your clarity will magnetise the right people, and yes, repel others. That's not just okay, it's essential. You can’t serve everyone, but you can serve the right people.
6. Building Your Movement
The final strategy that separates forgettable experts from memorable ones, they're not just selling services, they're leading a movement.
Give people something to belong to, not just something to buy.
When someone repositions their work as a movement and creates a community identity around it, people want to jump in. And those inside, stay for longer. They feel like they are part of something.
People stay loyal to movements, not just services.
Ask yourself:
- What's the bigger mission behind your work?
- What community can you create around your expertise?
- What identity can people adopt by following you?
When you give people a tribe to belong to, you create loyalty that marketing dollars can't buy.
Your Action Steps This Week
- The One-Sentence Challenge: Write down your expertise in one simple, jargon-free sentence. Test it with someone outside your industry. If they can't repeat it back easily, simplify further.
- The Consistency Audit: Look at your last 10 pieces of content. Are you reinforcing the same core message, or jumping between different ideas? Create a plan to repeat your key message across all platforms this week.
- The Emotion Connection: List the top 3 emotions your ideal audience wants to feel. Review your recent content, does it speak to these emotions or just to logic? Adjust your next piece to connect with these feelings.
- The Visual Identity Check: Create a simple brand guide with your colors, fonts, and visual style. Compare this to your recent content. Is everything consistent? Make adjustments where needed.
- The Courage Declaration: Write down who you're specifically for, who you're not for, and what you firmly believe. Share this declaration in some form this week, even if it feels uncomfortable.
You don't need to add to the noise. You don't need to shout louder or use more tactics. You need to speak clearer and stay consistent.
Being seen as an expert isn't about knowing everything. It's about being clearly linked to something specific that matters to the right people. It's about caring for them and stepping up to serve them.
This is how you'll cut through the noise. This is how you'll become the go-to expert in your niche.
Keep it simple.
Ant 🐜
And finally... I would love to see you in London this May. I'm running my first day in person live training event with some very special guests and awesome entrepreneurs, who've all simplified their businesses and want to share their story of success and strategies with you.
Visit www.simplifysummit2025.com and get your ticket today!
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