If you want to position yourself as the Expert, you must Determine Your Position.
Your position is more important than your product. In your marketing you want to position yourself magnetically to attract a certain type of customer.
Think about a magnet for a moment. A typical bar magnet has two ends, a north end and a south end. If you bring two of those bar magnets together, depending on how you have them placed, they are either going to attract to one another or they’re going to repel one another. In your marketing you want to do exactly the same thing. You want to attract your ideal type of customer and you want to repel everyone else.