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Aug 22

Read up on our posts and take advantage of our online tools to help you simplify your expertise into a clear, compelling, actionable vision, and build the relevance to reach the right people, the trust to motivate action, and the leadership to create momentum

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Expert framework

Read about improving relevance, trust, and influence

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Expertise kit

Read about improving leadership and communication

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Examples of impact

View examples of simplifying expertise to connect

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Expert framework

Explore the principles of reaching the right people with what matters to them, motivating them to take action, and building your momentum. Break each principle down into elements for you to apply to your own expertise, and choose actions to move you forward.

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Relevance

Reach the right people with what matters to them

Relevance

Connect with and influence your target audience to take the action you want, using insight, strategic positioning, and accurate messaging. You should know who values what you deliver and what their priorities are. Invest in these foundations for your engagement to be strategic and effective.

Relevance

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Insight

Understand your audience's problems and how you solve them

Insight

Knowing the challenges and aspirations of your clients – and how you help solve them – will help you invest in the right path forward. It should clarify the true value you provide and what sets you apart in their eyes. Insight into the benefits you actually deliver helps you focus your work to gain more productive opportunities.

Insight

Position

Match your model and approach with the best opportunities

Position

A smart strategic position addresses your ideal customer’s priority problem with your key strengths to move you forward. It should achieve product-market fit through clear assessment of your value, natural demand, and your business strategy. An accurate strategic position helps ensure the work you invest will be effective and profitable.

Position

Message

Communicate your strengths to get attention and drive action

Message

Your message is your defining headline that helps you outperform other contenders, obscurity, and indifference. An effective message should be a refinement of your perspective, tailored to effectively connect, engage, and influence. A message that resonates with your target audience is more likely to get attention, earn the chance to convey your information, and prompt action.

Message

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Trust

Motivate action with credibility and unique perspective

Trust

Inspire more people to work with you by qualifying for consideration, responding to their needs, and introducing your unique solutions. Your expert framework should demonstrate authority, support flexibility, and offer a service model. A smart framework will support you to win and help your client, and move you forward.

Trust

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Value

Connect with your audience on their real-world problems to gain opportunities

Value

Demonstrate your value with key principles that enhance your headline message and set you apart. Your principles should directly address the main challenges for your ideal client or customer, from your perspective. Well-chosen principles will make you more relevant to the right people and elevate your credibility.

Value

Adaptability

Respond to diverse problems and seamlessly introduce your unique framework

Adaptability

Your unique framework organizes and illustrates your comprehensive expertise, by expanding on your principles with supporting elements. Your framework should cohesively convey your service model, and help you respond to diverse problems by introducing its most relevant element. A unified, responsive framework will demonstrate your authority, build credibility, and provide flexibility.

Adaptability

Engagement

Develop your schedule of engaging content to build prominence and authority

Engagement

Publishing content puts you and your unique perspective in front of your target audience. Your content should convey your headline message, its supporting principles, and their elements, in formats tailored for the publication platform. Well-written content enables your network to engage with your perspective, share your expertise with their networks, and open new channels for insight and opportunities.

Engagement

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Leadership

Create momentum with people who believe in your approach

Leadership

Momentum means using your past successes and their benefits to create more opportunities on your own terms. Effective momentum should develop your network into active supporters who help you gain opportunities that promote your perspective. Establishing momentum creates an engagement millwheel that works on your behalf.

Leadership

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Validation

Share authentic wins of people who succeeded using your approach

Validation

Publishing examples and case studies of your methodology validates your unique perspective. Shared validation should showcase real-world success stories of people who used your approach. Meaningful validation promotes persuasive social proof of your methodology and its effectiveness.

Validation

Community

Nurture an aligned community to share your vision, approach, and support

Community

A network that endorses and shares how your approach has helped them, and can help others, is valuable social proof. Your clients and network should be carefully fostered to share their experience with you and your approach. A motivated community will work on your behalf to grow your profile and authority.

Community

Pathway

Cultivate opportunities that align with your goals and move you forward

Pathway

Greater profile will bring more opportunities, many of which won’t be aligned with your approach. Your activities should directly contribute to your vision, strategy, and community. Working exclusively on aligned opportunities will build and reinforce your authority.

Pathway

Expertise kit

Explore insight into leadership and best practice communication to connect with more of your ideal audience, engage them as partners, and activate your community of supporters

Featured

The three criteria for effective creative: business, technology, and taste

Creativity sets your communication apart by grabbing more attention and earning more opportunity to convince
Creativity developed without objectives and parameters isn’t effective communication, it’s art
Ensure your creative meets business, technology, and taste criteria to be effective

The meaning and purpose in pursuing your unique expertise

A doctor of cognitive neuroscience writes that doing what matters to you and gives you a sense of purpose and direction, increases feelings of fulfilment, benefits your health, and even helps you live longer. Leaning in to your unique expertise can provide intrinsic, as well as material, rewards.

Accurately targeting your logo to increase sales

Connect with more of the right people and incentivise them to choose you over your competition
Help shoppers recognize you as the right choice, with a logo that accurately conveys your suitability
Define key characteristics of your product or service to accurately direct your logo design

Examples of impact

Explore cases of experts who have simplified their expertise to be clear, compelling, and actionable

Featured

Victoria State Government, Energy

Powering Melbourne trams with solar energy

Victoria State Government, Energy

Briefed to bring Victoria State Government’s new Renewable Energy Action Plan to life, Matter helped announce Melbourne trams being powered by new renewable energy investment with a bold advertising wrap and explanatory animated video

Victoria State Government, Energy

Renewable energy in action

Victoria State Government, Energy

Briefed to convey Victoria State Government’s commitment to transforming to a renewable, affordable, reliable energy system, Matter designed an identity and visual system that conveyed the steps to sustainability, with principles to guide stakeholders and the community through the actions

Victoria State Government, Energy

Roadmap to renewable electric future

Victoria State Government, Energy

Matter designed the policy leadership suite and update instalments for Victoria State Government’s roadmap to electrification and a renewable energy future, putting energy consumers at the heart of the transition

Victoria State Government, Energy

Various

Share your performance and integrity

Various

Matter is expert at designing dashboards, reports, and publications that convey transparency, authority, and professionalism at a glance. Share improvement with continuity and remain compliant with brand-aligned, accessible design, including clear information hierarchy for easy navigation, comprehension, and reference.

Various

Video and animation

Various

Animated explanatory videos make it easy for your community to share your story. Matter specializes in turning complex strategies into simple, compelling, and achievable ideas, with an extra dimension. Our animated videos are perfect for sharing on social media, where they get lots of attention.

Various

Victoria State Government, Conservation Regulator

Engaging the community to preserve our natural values

Victoria State Government, Conservation Regulator

Matter designs community engagement brochures for Victoria State Government Conservation Regulator, which we also publish online as accessible web articles to vic.gov.au, ensuring greater impact, public availability, and fulfilment of government digital policy

Victoria State Government, Conservation Regulator

RelevanceTrustInsightPositioningMessagingValueAdaptabilityValidationCommunityPathwayEngagementLeadership

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Discover the framework, read insight, and use free online tools to inspire action

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Discover the framework, read insight, and use free online tools to inspire action

Expert framework

Expertise kit

Examples of impact

Expert framework

Expertise kit

Examples of impact

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