Aug 20, 2026 · 8 min · 7 segments
How do you establish your expertise on social media without sounding like you're lecturing your audience? In this episode, I share a recent conversation with a biotech consultant who has 15 years of…
Julia ZattaHost
And so my first piece of advice to her was, why don't you just document the type of work that you do for clients? Clearly, you're good at documenting other parts of your professional life.
And then I noticed a little bit of resistance on her part or some friction and digging a little bit deeper.
What I realized is that the formulas that she's exposed to on social media, which is like, I help my client achieve X in this much time.
Or if you're struggling with this issue, then these three solutions are where I would start.
She feels like it puts her in a position that sounds like she's pontificating, which distances her from her audience.
And she wants to establish more of a conversation, a rapport with people viewing her content.
She wants to make sure that they're invited into the conversation and not in a situation where it's like a university classroom where she's up on a podium and everybody else is just watching and taking notes.
And I thought this was a very interesting realization because what it signifies is that she's really interested in finding her own style or expanding her style to incorporate what she does as a professional for her clients.
And so my first piece of advice to her was, why don't you just document the type of work that you do for clients? Clearly, you're good at documenting other parts of your professional life.
And then I noticed a little bit of resistance on her part or some friction and digging a little bit deeper.
What I realized is that the formulas that she's exposed to on social media, which is like, I help my client achieve X in this much time.
Or if you're struggling with this issue, then these three solutions are where I would start.
She feels like it puts her in a position that sounds like she's pontificating, which distances her from her audience.
And she wants to establish more of a conversation, a rapport with people viewing her content.
She wants to make sure that they're invited into the conversation and not in a situation where it's like a university classroom where she's up on a podium and everybody else is just watching and taking notes.
And I thought this was a very interesting realization because what it signifies is that she's really interested in finding her own style or expanding her style to incorporate what she does as a professional for her clients.
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