Be the authority you are. Whatever you are marketing, remember that your customer is hoping you will solve a problem or fill a need. They are looking for information – some may even be looking for guidance. You bring studied, niche insight to the table.
Show that you know what you are talking about! If a potential customer is coming to you with questions related to your field – or if you have an opportunity to showcase your knowledge in an open forum – this is your chance to help, hold their attention, and create a memorable interaction that may become the basis for your further relationship or sales!