Don’t Be Afraid to Share Your Expertise

At a recent meeting with fellow travel advisors, we were discussing how to better market our agencies and skills. A very talented agent expressed her reluctance to put herself out there like some other agents do. She didn’t feel comfortable “flaunting” her knowledge and ability to help others plan their travel.

Some people feel they are bragging or being pretentious if they extend themselves too far with videos, advice columns or other presentations. But the more you share, the more trust clients will have in your expertise and ability to plan their dream vacation. Many of us need some help in being successful at this level of marketing. Here are some roadblocks that can get in your way and how to overcome them.

I Am Uncomfortable on Camera

We are our biggest critics. When you compare yourself to other advisors doing videos, you may think that they are naturals with highly polished skills and talents. You might be surprised to discover that the calmness and ease they display on camera are very practiced and well-rehearsed. It can take several renditions of a video shoot to get it right. Mistakes happen; however, most videos are recorded, so any mistakes can be easily edited out.

I Am Not Sure What I will Say

You should never completely “wing it” on videos or presentations. Use a topic that you are passionate and knowledgeable about. Create a script and practice it repetitively. You can record it and edit as you play it back. You should know the script so well that you can almost recite it without looking at it. Jot down notes that you can refer to but never read the script word-for-word. After all, you are the expert and that should come through to your audience.

I Am Not Enough of An Expert

No one knows everything about a topic. I have 25+ years in the travel business and still don’t feel like an expert in everything related to travel. But there are some related topics that I have a lot of experience in that I can share. I am sure you do as well. You’ve taken training courses and attended conferences with other travel agents. You’ve planned different types of trips and taken them yourself. Your audience will learn new things from you because you will give them a new perspective on your topic.

My Technical Skills are Lacking

If you don’t have the knowledge or expertise to do the videos or articles yourself, get help! The younger generations know a lot more about technology because they use it all the time. Ask your kids for advice and guidance. Friends and other family members can help too. If you need professional assistance, there are companies that you can hire. Take a class at your local high school or library. The local high school helped me with my first commercial. I had no idea what I was doing, but the local theater group helped put it together and it played there for a long time.  I only had to be on the last frame with my kids. 

As with anything you do in life, videos and other forms of self-advertising get easier the more you do them. I’m not crazy about being on camera or speaking in front of a crowd. But I’ve realized that nobody expects me to be perfect. My goal is to help inform travelers about different topics so that they can make good decisions and know what’s available.

Be yourself and try to relax. Know that your audience wants to hear the tips you have on travel, not to see a professionally scripted movie. If you make a mistake, correct yourself, laugh at it and carry on. The audience will appreciate your candor and willingness to put yourself out there. You got this!

About the Author

Jennifer Dugan is an experienced travel professional and owner of Dugan’s Travels. She has over 25 years of experience in the travel industry and when not busy running her business, she enjoys traveling and spending time with her family.