How to become the *go to person* for your thing

What do people ask for your advice on?

When you get messages from friends, peers, clients, fans…what expertise are they seeking out?

Back in 2018-2019 around the time I started this business, I would have said growth design.

I decided in 2016 I wanted to be known for growth design. I talked about it everywhere I could. Conferences, meetups, podcasts, blog posts, AMAs, networking meetings, at work, on Twitter. You name it. I made sure those two words were in the conversation.

And it worked. I became the go to growth designer for tech companies. I even got approached by a publisher to write a book on it.

Lenny, from the now very popular Lenny’s newsletter, summed it up like this:
“When I think about growth and design, I immediately think of Lex Roman. She has consistently put out some of the best content about design and growth.”

What you talk about IS what people know you for IS what people want to buy from you.

The tighter that message, the more sales you’ll get.
The looser that message, the harder game you’ve set up for yourself.

Just look at this Instagram grid from Notion creator Pascio.

Man, this dude is CONSISTENT. Don’t you want to buy “Notion templates” from the “Notion template guy” who “helps busy people learn Notion?” Of course you do!

Message. Received.

This week, we’re continuing our Selling Digital Products series and we’re talking messaging and naming.

All month long, I’ve been podcasting in real time about my efforts to improve my own digital product sales to the tune of roughly 5x what they are now. In this episode, I walk through Pascio’s Notion template and Justin Welsh’s LinkedIn Operating System as I plan my own messaging tests.

One big takeaway: the impact of numeric credibility

From downloads to review count to revenue, numbers speak volumes baby!

Hear my breakdowns of Pascio’s and Justin’s sales messages and how I’m planning to apply them to my own products in this week’s edition of The Low Energy Leads Show!

What are you everybody’s *go to* person for? Reply and share it with me 🙉 

P.S. No live stream this week but catch the recording from my live with stylist Katie Allen! We stacked her offers by channel together. Katie’s hilarious and her offers have strong uptake so it’s a good case study of shaking a little more fruit from the trees.

P.P.S. Some of you have been asking me about jumping into LinkedIn threads where people do a call for freelancers. Seasoned copywriter Kaleigh Moore and Emma Siemasko shared their advice in their latest episode.