Stop Saying ‘I Help People With…’ – How to Claim Your Expertise Like You Mean It

I want you to finish this sentence out loud right now I help.

So go ahead, say it.

And what did you finish that with?

Did you say something like, I help moms have a better birth?

I help parents navigate the early years.

I help women who are struggling with friend.

That vague, soft, apologetic sentence you just said, that is exactly why your content isn't converting, not your niche, not your strategy, not your posting schedule.

You, your uncertainty about who you actually are is leaking into every single piece of content you create, and your buyer can feel it.

She can feel your energy.

She doesn't know whether to trust you because you don't really sound like.

You trust yourself.

Welcome back to Sold Out Sales School.

I'm Trish Ware, labor and delivery nurse, mom of seven, homeschooling mom and a woman who built a seven figure expert based business.

Selling directly to moms and parents.

So if you've been with us for the last couple weeks, you already know why your buyer isn't responding to the strategies that you've been handed, and you understand what the know, like trust actually means for a B2C business.

But today we're going even deeper because you can have the right strategy, you can have the right framework, the right content plan, and still not sell.

If this one thing is off, nothing else works.

So today we're talking about your identity, your expertise, your claim, and we're gonna get right into it.

I wanna take you back to a season that I am almost embarrassed to talk about because honestly.

I know better, or at least I thought I did.

So obviously labor and delivery nurse.

For over 16 years, I've been in the room with thousands of women.

I've held hands during contractions and coached them through transition.

I had seen things that most people never see, and I know birth like a genuinely.

Deeply no birth.

I already had started Labor Nurse Mama.

I was building a platform, creating content, and people were starting to pay attention.

But here's what was happening behind the scenes, even though I was doing really, really well.

Whenever someone asked me what I did at a networking event, in a conversation, I would shrink.

I would say things like, oh, well I have, you know, a business online.

I have a little account, you know, where I share information.

Or you know, like, I didn't feel like a boss bitch, right?

I didn't feel like the CEOI was minimizing myself really at every turn.

I was so afraid of sounding like arrogant or claiming more than I had somehow earned, that I kept cutting myself down.

Before anyone else could.

Right.

So I remember one specific moment that cracked something open for me.

I was at a mastermind event.

There was a room full of women and men building online businesses, and we were doing an introduction.

I was in San Diego.

Everyone had to say who they were and what they did.

So confident, so clear, there was something in me that didn't feel like proud about it.

I watched each person, you know, own their space.

I am the go-to fitness coach, right?

I help, blah, blah, blah.

I'm a lactation consultant.

I've helped over 300 families, very clear, very specific, very confident.

And then it was my turn.

I stood up and I was like, I'm not exaggerating.

Like I don't remember exactly how I said it.

I was like, Hey, I'm Trish.

I'm a labor and delivery nurse.

And you know, like I, I kind of help women, like I said, kind of.

I remember sitting back down and feeling like I wanted to disappear because I have attended over thousands of birth.

At that point, I already made significant multi-six figures.

I am literally, I understand birth psychology, labor support.

I had tens and thousands, hundreds of thousands of women following me and trusting me with their most important moment.

I introduced myself like I was apologizing for even existing.

And I remember there was a woman at my table, she was a business coach, very sharp, very blunt, which is how I love, I love that.

I'm kind of that way too.

she said something to me that I've never forgotten.

She was like, Trish, the way you just described yourself was so wishy-washy, like it was no confidence.

And it's true.

It's so true.

Like.

You know, it's not about what you know, it's about like, do you trust yourself?

I remember going back to my hotel room that night and I ended up doing an Instagram live, and I stepped into it the way that I stepped into a labor room.

Like I'm not wishy-washy when I step in a labor room.

I know my shit.

I know I'm the expert.

And I realized like this lady was so right.

All of my content was like a little quiet, like.

I hope this helps.

Not like, this is what you have to know.

I was really undercutting my own authority and everyone could feel it.

So I went home after that event and I rewrote everything.

My bio, my content pillars, the way I introduced myself, and I stopped saying, I, you know, I help you, blah, blah, blah.

I started saying, I am.

Your labor nurse, the one who's been in the room thousands of times, and I am going to prep you for yours, right?

I started getting super duper confident and the difference was immediate, not because I changed what I knew.

I was still saying the same darn thing, not because I had gotten another certification.

Hint, hint, you don't need one.

I had simply stopped apologizing and started stepping into.

My expertise and it changed everything.

It changed everything.

Certainty is magnetic.

That's why that random Sally down the street can step into your niche and sell all of her offers out because she is certain uncertainty repels your buyer.

So here's the big idea I want you to take from that story.

Your content can never be more certain than you are whatever doubt you're carrying into your own expertise, whatever quiet voice that's telling you, you haven't done enough, you don't have enough credentials, you haven't learned enough, you haven't been at it enough to really call yourself the expert.

That voice shows up in your content.

All the freaking time it sounds like.

I hope.

Maybe, I think, I'm not sure if this applies to you, but it sounds like you're listing your offer with a disclaimer before anyone even asks you a question.

the women who are selling consistently in your space are not necessarily more qualified than you.

They're just so much more certain than you.

They have decided fully, completely decided that what they know is worth paying for and their content reflects that decision in everything.

This is the principle most business coaches will never teach you because it's not a strategy, it's not a tactic.

It's an identity shift and the foundation that every single framework, every content method, every sales strategy has to be built on.

If the foundation is shaky, nothing holds.

So let me give you a tool.

This is what I call the expertise claim, okay?

It works in three steps.

I want you to actually do this as I walk through it, not just listen to it, do it.

Number one, there's a difference between your job and your title.

The job is the thing you do.

Your title is your authority.

A job sounds like I'm a postpartum doula.

A title sounds like I am the postpartum support expert.

Blank blank, blank.

Who helps new moms survive the fourth trimester?

Whatever.

It's a job.

Sounds like I'm a sleep consultant.

A title Sounds like I am the sleep expert who has helped over 200 families, blah, blah, blah.

Right?

A job.

Sounds like I coach moms who want blank.

A title sounds like I am the fitness coach for postpartum women who are done feeling, you know.

Do you feel the difference?

The title is very specific.

It names who you're for the transformation.

It names the person.

It leaves no room for ambiguity about whether this is for her.

Right now, write this stinking second.

Action Takers are moneymakers.

Baby, I want you to finish the sentence.

I am the blank expert who blank.

Not.

I help people with not, oh, you know, I can help you.

I can kind of do this.

I am the all caps, the.

Fill it in, say it out loud.

The first version will probably feel a little uncomfortable, but that discomfort is exactly why your content has been soft.

So push through it.

Listen to me here.

Here is what I see happen when every woman finally gets clear on their title, on who they are, and they own it.

They write it down, they feel good about it, and then they never say it.

They go right back to creating content that hedges and qualifies and softens the certainty they found for 30 seconds in a private journaling exercise never makes it to their grid.

Your audience cannot trust what you don't show them.

Certainty has to live in your content, not just in your head.

So the rule is this, somewhere in every piece of content you create, you need to claim your expertise, not in a braggy.

Look at me.

This is why we use my break formula.

But in a matter of fact, I know my stuff way.

The way a doctor walks into your room and you just know without a word, they are the expert.

That energy is built through consistent, calm, confident, claiming.

So practically, put your title in your bio.

Say your title in your video hooks.

When you teach something, lead with your credentials.

Not as a disclaimer, but as a reason.

She should listen.

Now, I'm not saying say I'm a labor nurse, rn, BSN, blah, blah, blah, and that's not what I'm talking about.

I'm talking about I am the expert for.

Right.

That's what I want you to do.

I want you to be so freaking confident.

That is an authority claim.

That is a trust building in one sentence, stop waiting until you feel ready.

Start speaking like the expert you already are, and the feeling will follow.

Like the action needs to come before the confidence.

That's what will build the confidence.

You don't get confident then take the action.

Now, I wanna talk a little bit about the disclaimers, because I know you have them I want you to understand what they are, costing you.

This would look like, well, I'm not a doctor, I'm just a nurse, or I'm not a therapist.

I just am sharing what worked for me.

I'm not the expert.

There are people who know way more than me, you know?

That is a disclaimer.

Every single one of those sentences, train your buyer not to trust you.

You're literally telling her, don't put too much weight on what I'm about to say.

Instead of claiming your expert, I'm thinking of a, new client who she is a coach for NICU moms, and one of the things she said to us on the sold out offer challenge was I'm not a a NICU nurse.

I'm not a, you know, pediatrician.

I'm just a NICU mom.

Just that there's so much power in who she is for these moms because she is them.

Stop saying, just stop discrediting.

When you show up in confidence, they start to buy.

Now, I'm not telling you to misrepresent your qualifications.

If there's something that genuinely requires a licensed professional.

Then send her to one.

That's integrity and that matters.

But there is a vast difference between appropriate referrals and chronic self erasing.

So here's the reframe.

Instead of apologizing for what you're not, claim what you are, you know, stop saying just.

Claim you claim you as the expert and your buyer needs to hear it.

Your expertise is your content and your certainty is your conversion tool.

The women in your audience don't need you to be perfect.

They need you to be sure because if you're not sure about what you know, how can she be sure that you can help her?

Now, I know what some of you guys are thinking right now, you're thinking, but Trish, what if I claim my expertise and someone calls me out?

What if someone who's been doing this longer than me thinks I'm being arrogant or I don't know what I'm talking about?

What if I'm not actually as good as I think I am?

Friend?

I don't care how much money you make, I don't care how successful you are, you're still gonna have those thoughts.

I still have moments where that voice shows up, especially when I'm about to do something bigger, like step into a 10 x, right, or step into a new room, claim a new level.

But here's what I've learned.

The women who are waiting for permission to claim their expertise are waiting for something that is never going to come.

No one's gonna walk up to you and hand you a certificate and say, you're now the expert.

You're now officially allowed to call yourself an expert.

You have to claim it.

You are one step ahead of someone who needs what you know, and that is enough.

That has always been enough.

The moment I stopped waiting and started claiming everything changed, not because I knew more, because I finally believed that what I knew was worth claiming.

And you are allowed to believe that too.

I'm giving you permission.

Okay.

So I guess someone will step into that, right?

You have permission to claim that you are the expert.

All right, let's land this.

Your content can never be more certain than you are.

If you're hedging, softening, qualifying, and disclaiming, your buyer kills it and she won't trust you.

Okay.

As always, that was your cosmic slap on the booty, babe.

So go use your certainty in your content, your hooks, your bio, your captions.

Every single piece of content this week should show that you are the expert.

Next week we're going into one of my favorite topics.

The mindset behind a selling decision.

I'm gonna tell you about the moment I chose to cut off every other option and how that decision completely rewired how I showed up in my business.

So make sure you listen to that episode, don't miss it.

And again, hit subscribe.

Leave a review.

As always, that was your cosmic slap on the booty, babe.

But we are going to go deeper again next week.

So I will see you again next Friday.

Bye for now.