The CAT Test for Experts
How to weave Credibility, Authority, and Trust into every touchpoint.
Most experts think their credibility is obvious.
I’ve got the credentials. The years of experience. The client list.
But here’s the hard truth—none of that matters if your audience doesn’t feel it.
The CAT Test is my quick way of checking whether your brand is built to convert interest into action. It stands for:
C — Credibility
A — Authority
T — Trust
Miss any one of these, and your audience will hesitate. Nail all three, and people lean in before you even make the offer.
Credibility: Can you prove you can help me?
Credibility is the hard evidence. It answers, “Has this person actually done what they say?”
Show proof: case studies, client results, metrics.
Be specific: “Helped 14 clients land paid speaking gigs in 60 days” is sharper than “Helped clients get booked.”
Use relevance: share wins that match the exact outcome your audience wants now.
Authority: Do you own this space?
Authority isn’t about being the loudest—it’s about being the one people turn to for clarity.
Teach something they didn’t know.
Share insights only someone on the inside could give.
Have a clear stance instead of playing it safe.
When your name is linked with a specific problem or transformation, you stop competing on price or convenience.
Trust: Do I believe you’ll deliver?
Trust is emotional. It’s built by showing you care as much about their outcome as they do.
Be consistent: in your message, in your follow-up, in your tone.
Show behind-the-scenes: let them see how you work, not just the end product.
Keep promises, even on small things.
Trust is why someone will choose you over a cheaper, flashier option.
Run the CAT Test on yourself
Look at your website, pitches, and social media with fresh eyes. For each touchpoint, ask:
Is my credibility obvious?
Is my authority clear?
Is my trust factor strong?
If you can’t answer “yes” to all three, that’s your visibility bottleneck.
Want clarity on how your brand is showing up?
Take the free Personal Brand Visibility Audit—it’ll show you exactly what’s working, what’s not, and what to focus on first.
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Jane Grismer is a professional coach, brand strategist, and creator of Booked + Branded. She helps quietly powerful experts turn clarity into positioned offers, visible authority, and scalable growth—through structure, simplicity, and intentional focus. www.janegrismer.com