Want visibility? Be an expert.

You're already an expert! You just need a definition.

Here's the dictionary definition of expert:
• adept: having or showing knowledge and skill and aptitude; "adept in handicrafts"; "an adept juggler"; "an expert job"; "a good mechanic";
• a person with special knowledge or ability who performs skillfully

Now what's your own personal expertise? Here's the situation. To build your personal brand and your business brand, you need to be differentiated. Unique and authentic. If you aren't creating a new widget or service, then you're creating a new twist, a better twist hopefully, on a new widget or service. Otherwise, you're not going to be able to sustain your business in the long run in this economy. Expertise in what you do, and what you make, is crucial today. But even if you are THE best, the greatest widget maker out there, it won't matter unless you have exposure. If no one hears about how great your widget is, then it's like the proverbial tree falling in the forest. Sure it made a sound, but no one heard it.

As a small business owner or an upwardly mobile career type, in order to bring visibility to your product or service, you need to become the undisputed expert in your field. Your field can be your local community; or the world. It can be your street, Main Street or Wall Street. It can be among a select few; or the masses. But you need to be known. You need visibility.

That's where opportunities await for the truly expert, and the dedicated, to define themselves. While I'm a huge believer in the power of the Internet and social networking to spread the word about you and your business, I also know television still plays a major role—and will, for at least the next decade. Just ask my digital kid. Is it enough to just watch video on YouTube? Nope. He's watching television, too. That content isn't replaceable yet, it's just streaming on more channels.

My financial advisor, Chris Schumacher, knows how to become an expert. He's a columnist for TheStreet.com, and he's a published author. I like watching him interviewed on television. It makes me feel like he knows what he's doing. Even now. He's gone deep into his business channel—financial planning—and made significant impact vertically within the financial community media channels.

Take a look at your business space-whether it's financial planning, real estate, jewelry, flowers (geez, you better be on TV this week for Valentine's Day with tips)—and figure out your particular expertise angle. What is the one topic everyone asks your opinion about? It's your elevator pitch with a twist—it's not just about you; it's about what an audience wants to know.

Even if your business is national, getting the attention of local media with your expertise is the way to go. And shoot for television. Local news needs you and your take on the industry you serve. Take a look at what Barbara Corcoran has done with her expertise. From New York City real estate agent to THE real estate expert on The Today Show. Same with Suze Orman and Donny Deutsche in advertising.

Perfect your elevator pitch. What do you do? Next, add your unique spin. Now, tell the world your story and start on your local news!

Do you have success stories? Let us know!