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Do you want to be seen as an expert? Get more referrals and better clients? Only work on projects that suit your unique skills? Charge higher rates and convert better in your chosen market?

Chances are, you think I’m crazy for even asking. (Because what kind of entrepreneur doesn’t want these things?) Yet, you’d be surprised how many people do not approach their business this way.

In my last article, I explained how my four-layer method helps you stand out and make all of these things a reality. If you need a reminder, here’s what my four-layer method might look like for a personal trainer:

The 1st Layer: “I’m a personal trainer.”

The 2nd Layer: “I’m a personal trainer who works with women.”

The 3rd Layer: “I’m a personal trainer who works with women that want to lose weight.”

The 4th Layer: “I’m a personal trainer who works with women that want to lose weight post-pregnancy.”

Got it? Okay, since we've already discussed why you should use this method, let’s move on to the what and how.

I’ll break it down into three steps:

Step 1: Answer this question: what makes people think of me?

Before you do anything else, find out what sort of words people associate with you.

In my case, I’ve made it so the word “simplify” and Kayvon go hand-in-hand. To do this, I needed to first find out, when confronted with an issue, what made people say, “Oh! Kayvon’s the guy for that.”

Not sure how you can do the same? Then let’s simplify (see what I did there?) this process even more.

Ask yourself:

• What type of problems do people come to me for?

• What skills do I have that make other people think of me?

• When do people say “Oh! [your name] is the one for that”?

Next, ask other people around you:

• What type of problems do you come to me for?

• What skills do I have that make you think of me?

• When would you say “Oh! [your name] is the one for that”?

Remember, though our talents might seem completely normal to us, they aren’t always so for other people. So, even if you feel like you can answer these questions yourself, it’s worth asking to find out how others see you.

Step 2: Put all that you do into categories.

Make a list of all the activities you do in your job.

For example, here’s what my list might have looked like when I first started coaching:

• Answer emails

• Create webinars

• Setup sales and landing pages

• Generate leads

• Make and return phone calls

Next, take that list and put everything into one of three categories.

Category 1: Activities that make people think of you (using your answers from step 1 above to help you with this)

Category 2: Activities that come most easily to you

Category 3: Activities that you enjoy

Is there an activity that fits into more than one category? Start with that, and keep digging. When you find an activity that fits into all three categories, then you have a winner!

Work from this activity (or activities) and keep getting more and more specific until you hit that ultra-granular 4th layer -- that's your niche. Then, create a short and concise way to say it that is simple, clear, and to the point.

Step 3: Share your 4th layer with the world.

Now we get to the fun part. Once you’ve figured out how to position yourself as an expert via your 4th layer, it’s time to share that newfound specialization with the world.

This is your goal: spread your 4th layer as much as you possibly can. You see, you want your 4th layer to be the thing people associate you with. In other words, the more they hear or see it, the better.

You can use your 4th layer:

• as your elevator pitch when you introduce yourself to someone new.

• as a tagline on your website.

• as your Twitter, Facebook, or Instagram bio.

• as the description on your business cards.

• as really anything else you can think of.

Just one last thing to keep in mind: you may need to adjust how you phrase your 4th layer slightly per the platform you use it on. But no matter how you use it, make sure your chosen core specialization is still obvious.

Look, I know it can seem a bit frightening to really narrow down your market and skills to hit your 4th layer. Well, you’re not alone; I was the same way myself. Yet, the deeper, more precise I make my niche (despite that fear), the bigger the benefits. The paybacks are crazy awesome, and specializing will make you feel like an epic expert superstar.