In a culture where “don’t get too big for your boots” was once practically a national motto, it’s no surprise that many talented professionals still hesitate to share what they’re good at. But while humility may be a virtue, underplaying your strengths can hold you back – especially when it comes to building your brand and your business.
This is where your point of difference comes in. Your unique skillset or perspective is what makes you stand out in a competitive market. By turning your expertise into content, you’re not just showcasing what you know – you’re helping others, building brand trust, and positioning yourself as someone worth listening to.
“Being great at something means you’ve got value to offer.” says Caroline Healy, We Are Savvy’s CEO. “The next step is making sure the right people know it. Remember, that businesses are built from the great work that people do, so highlighting that is key to building relationships and growth.”
Let’s unpack how to find your “thing” – and share it with confidence.
Finding your thing
You don’t need a PhD or stand at a podium to have something meaningful to say. Think about the questions clients, colleagues or even friends regularly ask you. What do people seek your advice on? That’s your starting point.
“Your expertise doesn’t have to come with a title.” Caroline points out. “If you’re the person everyone turns to when they’re stuck, that’s already a strong signal of value.”
Your point of difference could stem from formal experience, sure – but it might also come from lived experience, hard-won insights, or just being especially good at solving a certain kind of problem. If you’re getting repeated requests to “pick your brain”, it might be time to package that knowledge more intentionally.
Letting people know you know your stuff
Don’t worry – thought leadership isn’t about being loud or self-important. It’s about being consistently helpful and publicly sharing ideas that make others think, feel, or take action.
Start small: post on LinkedIn, write a short email newsletter, or join a podcast as a guest. You’re not reinventing the wheel – just offering a useful perspective.
“Professionals hold back because they don’t want to sound arrogant or they lack confidence or feel embarrassed.” Caroline says. “But when you share knowledge that actually helps others to learn, grow or do their job, it provides value. More often than not, it’s appreciated.”
Get comfortable putting yourself out there
Still feeling hesitant? You’re not alone. Plenty of people wrestle with how to get over fear of self-promotion, especially when the camera’s rolling. So remember, why you are doing sharing information and putting yourself and your business out there.
To build your confidence consider the following.
1. Start with low-stakes content: a caption, a behind-the-scenes post, or a story on Instagram or LinkedIn.
2. Do your research: know what your audience is interested in, identify what key facts or examples to include, consider what feedback or questions you may be asked.
3. Be prepared: write a simple script, notes or have a presentation to refer to, or ask a colleague to review and comment on your writing before sharing
4. Practise out loud: for speaking events focus on what your audience needs to hear – not how perfect your delivery is. Practise your breathing and slowing down your delivery.
Why this all matters
Whether you’re building a personal brand, leading a small business, or growing a team, content marketing built around your voice and expertise helps create connection. And connection leads to brand trust.
“When you show up with clarity and a bit of character, your audience recognises it.” says Caroline. “You become the go-to, not just another option.”
Your “thing” doesn’t need to be revolutionary – it just needs to be delivered in a way that’s of interest to the audience and authentic to you.
Found your point of difference but not sure how to use it? Get in touch today via hello@wearesavvy.com.au – we’ll help you turn expertise into impact.