EXPERT PRESENCE BLUEPRINT

Ebook
Your Presence Is Your Responsibility

Visualize this - You’re attending a really big

conference with some of the finest speakers in the
personal development industry. You have people
like Tony Robbins, Dean Graziosi, Gary Vaynerchuk
and more. You’re in the audience experiencing
each speaker’s presence - the way they speak, the
way they dress, the way they engage with you and
your fellow friends who have tagged along with
you. You’re awestruck with the loud music, crowd
hooting and cheering for each speaker.
You suddenly say this to yourself, “I want to be
there. On stage..influencing thousands of people in
my industry as a go-to expert.”
You think about how exciting it would be if people
connected with your stage presence that they end
up following you everywhere on social media,
because you created an impact in their lives just by
that one massive experience.
And..*snap* you come out of your bubble of
thoughts by the time the conference is over and
you see yourself hugging your friends at the end of
it all.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
You head home at the end of the day all excited
and pumped to build yourself as an expert. You’re
so inspired by how those experts built the vibe and
energy around the stadium and you wonder - “How
am I going to get there?”
You tuck yourself into bed with the happy
memories of what you just experienced. You keep
trying to comprehend how YOU can do this for
yourself? How can you be a go-to expert and
spread a great vibe in your industry?
You go deep into understanding how you can
make a difference in people’s lives.
And one of the most important questions starts
picking your brain - “How do I become the
PREFERRED expert in my industry?”
In other words, how do I stand out from my
competitors?
Okay, did you visualize the till here? If you did, then
you surely are someone who can make a
difference.
This is how I started working on my expert
presence! This is my story :)
In my journey towards building an expert presence
as a personal branding coach, I figured out one
thing that changed everything about my brand and
business. It’s this :
EXPERT PRESENCE = PERSONAL BRANDING

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
And it doesn’t stop at just building a brand. The truth is
that your expert presence should INFLUENCE people
to change for the better.

Anyone can become an expert. Study your industry,

talk about it often and there you go!
But what makes you different from the others?
I mean, you can’t say that you will dominate your
industry without doing something about it.
There is a reason why people like Tony Robbins are
where they are today!
They didn’t just dump all the knowledge on people.
They created their own expert presence to make sure
that people come to them for who they are.

 any entrepreneurs, knowledge givers, and business

M
owners think that an expert presence should :
1. Have a product with a lot of features
2. Have thousands of followers on social media
3. Work 8-10 hours a day, hustling away
4. Focus only on making money without a mission
5. Have years of knowledge and make sure they talk
about everything
6. Generalise and call themselves an expert in a
broader topic
and the list goes on…

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
Honestly, if that’s the case and if you think the above
points are more important than anything else, then
be ready to continue being a part of 95% experts
who are invariably the second choice to the 5%
experts who are actually dominating their industries.

When I started off as a trainer and coach in 2011, I just

thought it’s all going to be about going to a company
and training people for a small amount of money. I
didn’t ever think of being an expert who stands out
from her competition, even though I had my own
plans of making it big in the industry. The low income
made me go the 9-5 job route for 3 years to build a
so-called stable income.

Fast forward to 2017 when I got the pink slip from my

“stable” 9-5 job as a Manager of multiple brands at a
well-known company, I realised that it’s time to focus
on building my own brand and business and
converting my expertise in the training and coaching
industry, into a thriving business that positions me as
the go-to expert in my field.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
When I restarted my journey, I decided to take the
path of Personal Branding and that’s when I
discovered that it’s not only about building a
business, but in order to grow it into a profitable
one, I need to start treating it differently. I went on
a research and development journey of finding out
what I can do to make my expertise known by
many people.

I took up training projects with some of the largest

companies in the world. To name a few -
CapGemini, Wipro, Zee Group, Go MMT, IBM and
more.

I spoke to many upcoming entrepreneurs and

knowledge givers just to understand their views on
my topic and while at it, I started building my own
online presence as the authority in the field of
personal branding by sharing content,
collaborating with people, taking up more training
projects, scheduling a number of clarity calls every
week to go deeper into understanding the pain
points of my audience.

I did this for a little more than a year and I saw a

HUGE gap in the growth of many entrepreneurs
and knowledge givers.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
The gap of POSITIONING.

Its true! Everyone’s doing their bit to build great

services and be so well-read and researched on
their industry that they forget about actually
positioning themselves.
This pushed me to build a robust 6-Step Blueprint
to help entrepreneurs and knowledge givers build
their personal brands around the idea of
developing an expert presence in the industry so
that they can effortlessly influence many people.

Look, we have to understand that we can’t control

the number of people doing the same thing as we
are. But what we can control is what we do
differently that helps us position ourselves as the
authority in the industry in the eyes of our target
audience.
Rooting it down to my research, I also discovered
that there are 3 reasons why entrepreneurs and
knowledge givers fail :
1. They treat their services like a freelancer and
not like a business owner
2. They focus on trying to please everyone
3. They undervalue themselves which forces
them to quit eventually
I wanted to put an end to this and instead make it
simple for any entrepreneur or knowledge giver to
build their own expert presence that inspires
people. Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
Introducing you to the Design Your Presence™
Expert Blueprint!

Now you might look at the above picture and go

“WOW! Now that is overwhelmingly complicated!”
But let me assure you that it isn’t.
I always believe in keeping it simple yet helping you
understand that nothing works at surface level!
There is always going to be depth in anything you
do.
1. Want to stand out in the industry? Go deep
into understanding how!
2. Want to bust the fear of public speaking? Go
deep into practicing it.
3. Want to build a strong personal brand and run a
sustainable and thriving business that stands
the test of time? Be ready to invest time,
energy and money to make it happen!
Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
On that note, if you want to really master your own
expert presence and build a business that stands
the test of time, this blueprint will help you!
The 6 Steps of the DYP™ Expert blueprint is as
follows :
Expert Positioning
Brand Visibility
Lead Generation
System Building
Business Automation
Expert Excellency
When you go through the 6 steps, you’re going to
see yourself launch, grow and bloom right into that
special 5% category of experts in your field.
My question to you - Do you want to be the player
who conforms to his/her comfort zone and doesn’t
play the game well?
Or
Do you want to be the player who builds a
presence that makes you the star in your game?
It’s completely your choice.
But, if you master this 6-step blueprint, you’re one
of those very few players who has made it in the
industry!
You ask me how I build a 7-figure thriving
knowledge-based business? I say that I built it by
following this simple blueprint.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
EXPERT POSITIONING
Everything we do, everything we are, everything we
want to be, has a definite reason. You and I know this
for sure that without a strong why, there is no point in
doing anything. Think about it - why do you wake up
in the morning? Some would say because they had
to and some would say because they had a big goal
to achieve. Whatever the case is, we do things for a
reason. Coming to why I’m telling you this is because
we need to understand that as experts, there needs
to be a definite reason to why we exist.

Let's dive into this in a simple formula :

YOUR REASON + YOUR MISSION + YOUR AREA

OF SPECIFICITY = YOUR EXPERT POSITIONING

Now let me explain.

Your reason is simply your “WHY”. Why do you want
to help this particular audience?
Your mission is simply the “MESSAGE” you want to
put forward to your target audience helping them
understand the role you can play in their lives.
Your Area of Specificity is the “MICRO NICHE” that
you stand for and that you want to be known for.
Now when you marry these three simple elements,
you get a strong positioning that stands the test of
time.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
Expert positioning is something bigger and deeper
than just finding a passion and going with it. You have
to be ready to reason out so that your audience
knows that you genuinely care and would love to
solve their problems.

BRAND VISIBILITY

You might hear this many times - “Just put out

content everyday, increase your followers and you
will have a visible brand.” Do you think it’s that easy?

If it was, everyone would be visible as experts in their

field. The fact about brand visibility is that if you’re
focusing on quality and not quantity, you’re winning
the game.
Honestly, people notice everything we do as experts
in the industry. If you want them to look up to you,
then you need to build visibility by marketing
yourself authentically and not with the intention of
only making money.
By now you know I love making every concept into a
formula :) so here is your formula for visibility :
KNOWLEDGE + NEED + STORYTELLING =
EXPERT VISIBILITY

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
Here’s how it works,

Your knowledge is basically what you have gained

over the years - skills, experience, concepts, etc
Your knowledge makes sense when there is a NEED
for it.
To find that need, you need to be sure about what
your audience requires from you. For all you know,
they might just need 20% of the knowledge you
have! Now, you might think that isn’t that too less?
Well, you would’ve heard the saying “Less is More!”
and if you want to really stand out and become more
visible, you need to give what is only needed.
When you merge your knowledge with a need, there
is an element that brings in strong relevancy, and
that’s your way of creating every concept into a
STORY! I always tell this to my clients and students -
when you go online and consume content, what
makes you engage with it?

It’s the way it has been expressed!

Having said that, you put all the three elements
together and you get a strong visibility of an expert!
It doesn’t stop here..

What makes people consume your content apart

from a simple story?

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
It’s their content consumption behaviour!
Do they watch long form content like videos?
Do they listen to more audio content?
Do they enjoy scrolling through quick content
through visuals and short videos?
Your job is to make sure that your content is
accessible to various consumption behaviours as I
believe in the fact that your audience doesn’t
necessarily sit on one platform. They can be found
anywhere and the best way to target them is through
a simple system called the

Design Your Presence™ Content Triangle!

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
LEAD GENERATION
“Yeah Diya, I know that we need to drive leads into
our business otherwise how will we grow!”
That’s just one aspect of it.
Attracting leads towards your business isn’t only
about the numbers, but it’s about the quality of leads
that makes your business grow. You might ask me
how is that possible? Well, it's simple, if your leads are
qualitative, which means they engage with you,
understand your mission and overall want to
eventually associate themselves with you, then your
entire lead generation system makes more sense.
Many entrepreneurs focus on getting the numbers
only but forget about the quality of leads who come
to them.
What’s the point in having a good number of leads
who don’t relate with you?
To understand your leads better. Let’s look at it in 4
categories :
1. Free Content Leads - As it explains, they are the
leads who want to just get access to your free
content. Can’t deny that everyone loves free
content, but these are the people who need a
good amount of convincing to pay you for your
services.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
 Warm Leads - These are the people who have
joined your masterclass and probably bought a
product or service from you that might be a low
ticket. These people enjoy learning from you but
they do need some convincing in moving to the
next level or investing more in the next service.
Hot Leads - These are the people who are
pretty much in your community and they have
bought most of the levels of your services. They
participate in your community actively and also
engage with you always. They need very little
convincing to join the next service which could
be your high ticket program.
Loyal Leads (already done business with you
before)- These are one of a kind! If you run a
community of paid members, these loyal folks
are the ones who will give you maximum
business! They will blindly follow you and take
your advice and at the same time help you grow
your business on a recurring basis. Don’t ever
take these leads for granted. :)
There are many ways to define your quality leads but
based on my research, I came up with the above 4 to
help you understand the difference between quality
leads (the ones who take some action) and the cold
leads (who don’t necessarily take action).
There will always be someone who will become a lead
but not necessarily will be the right one for your
business.
Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
SYSTEMS BUILDING
We can safely say that if you’re building an expert
presence, it doesn’t stop at how good your service is.
There has to be a system that supports every single
move you make in your business.

Many times I have heard people say that they don’t

need to build systems to run the business. Their
service is good enough. Can I be brutally honest?

If you’re thinking that your service is good enough,

my friend, you’re in for a tough journey ahead
because without systems, somewhere down the line
you’re going to feel stuck and end up failing.

We human beings are wired to create, experience

and then… forget about it. But once we have a
system in place, whatever we create and experience
will never be forgotten. Why? Because a system
keeps it going even on your not so great days.
I have made this mistake in the past. I used to tell
myself that I don’t need to build a system. This really
disrupted so many aspects of my business that there
was a time I almost quit.

 o my sincere advice to you is to not neglect the

S
power of building a system that supports your expert
presence.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
The formula looks like this :
INCEPTION + REPETITION = ROBUST SYSTEM

Inception is when you plant a new seed in your

business and let it grow. Repetition is when you keep
nurturing it that it just keeps working. This leads to a
robust system that works permanently for your
business.

A good system looks like this :

A robust service
A profitable funnel
A strong sales system
A clarity call system
A lead nurturing system
A community management system

And the list goes on

What’s really important is to make sure that any
system you design works around your business
goals. It should not be something that you were
influenced to do by the internet, but something that
you had to do to achieve your own goals.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
BUSINESS AUTOMATION
Now I am sure you’ll look at this topic and cringe for a
minute. I totally understand where you’re coming
from. There is so much information on the internet
on how to automate everything in your business that
we sometimes end up losing focus on what is
needed the most.

I faced this too and decided that instead of running

away from it, why not make it simple for you.
In the previous point we spoke about systems. Now
it’s about making those systems work on automation.
Running a sustainable and stable business is like
building a habit.

You first plant it in your life, then you make it run in

motion, and then you automate it by making sure it’s
a part of your business routine.

Just like your morning routine, a business needs a

routine and without a routine it is bound to slack!

When you’re building an expert presence, you’re

going to attract A LOT of attention in the industry.
People are going to be curious about what you offer
and how you approach your topic, especially if you
really want to stand out.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
A simple, basic automation of your business will do
the trick in positioning you as a successfully
thriving business owner in the industry.
And here’s something you need to know - You
don’t need to be an expert at coding or business
management. You can do this even if you’re just
getting started because now everything has
become way more simple than it used to be.
And finally ,

EXPERT EXCELLENCY
Once you have mastered all the above steps, you
have reached the pinnacle of your presence -
Excellency!
The truth is everyone wants to be successful in
what they do. They want to be known for who they
are and they definitely start working towards it.
But, when challenges arise and there is a sudden
roadblock, they fall into 2 situations :
1. They quit because of limiting beliefs or the fact
that they feel they are not cut out for
achieving their goal.
2. They challenge the roadblock, decide to move
ahead and find a new direction towards their
goal.

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
The game here is all about finding a way and
making it happen. And when that is figured out, an
expert moves from the 95% “janta” to the 5%
creme de la creme. Achieving excellence is a part
of the journey that an expert needs to work on and
doesn’t just happen because you decided to wake
up one day and say that you are going to work on
it.

Expert Excellency goes beyond the skills you have

mastered. It is what makes you cut above the rest.
Here’s a reminder - There is enough room for
mediocrity. You can stick around in it or grow out
of it and create room for your own excellency so
that people choose you over the others.
A formula to remember :

PERSISTENCE + PROGRESSION + PRESENCE =

EXCELLENCY

I know for sure, you have what it takes. You might

be aware of how to build a brand because of the
information available online. But there’s more than
just consuming the information and being aware.
It reaches a question to ask yourself,
“Am I doing what it takes to make a difference as
an expert presence in the industry?”

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved
Wow!! boiling down to the end of my topic. I really
hope you learned something from this. Honestly
this is more difficult to pen down the entire
strategy over sharing it in my live masterclasses!
Having trained thousands of people, worked with
over 50 brands from various industries, and served
a community of excellent experts in the industry, I
can safely say that building a presence might not
be a cake walk, but it is definitely a walk towards
being one of those few who has made it to the top!
I have put it all together in a nutshell to help you
understand how you can design your own
presence as an expert in your field.

It’s time for you to set an example and be one of

the very few who actually stands out in the
industry.

Diya Asrani

Expert Presence Blueprint | Authored by Diya Asrani | Design Your Presence™ | All right reserved