Why Should You Become an Expert?

To some there is an obvious answer – “I want the money and fame experts have.” But not everyone realizes how powerful the benefits are.

To other people, it seems like too much trouble. “Why should I become good at something, when I can just become well known and ride my popularity from there?”

To this person, becoming an expert seems like too much work.

I don’t mean “why should you tell people you’re an expert?” either.

Anyone can say it. Being able to back it up? That takes…. guts. And maybe that’s why people are so scared of being known as an expert, being in the limelight.

After all – you might have to … learn things! There may be actual work involved.  Heck, that’s what I thought the first time I set out to become an expert. All I knew was, the fastest way between two points is a straight line. So why become known as an expert when my work would prove that for me?

What I didn’t know then was that

1. Yes, there’s work but it’s not that hard,
2. Yes, you have to learn some stuff, but if it’s stuff you like, it’s actually fun,
3. Yes, you have to commit yourself to it, but those few hours for a few months can turn into a lifetime of easy money, IF you do it right.
4. Someone out there who IS known and trusted as an expert is getting business that should go to you, just because they are a known and familiar entity and you aren’t. It’s money left on the table.

When you’re a known and verified expert, you don’t go looking for clients. They come looking for you. They are referred to you, find you when they’re trying to find information, hire you when they find out that doing it themselves might not be such a hot idea.

I’m not saying you’ll never go out an answer an ad at a site where projects are posted.

I’m saying it will be Optional.

Being an expert, means less work getting clients.

Maybe you don’t want clients and would rather have customers. I get that. Some people want to create products, put them on the market, and not have to constantly be in charge of managing a project. Expertise marketing can work for you here as well.

You simply covert the people who seek you out to subscribers, then to buyers, all because they want more of what you already gave them.  And then you can sell to them over an over again. They know you, they trust you – as long as you never steer them wrong, well, why would they ever leave?

We all do it. We have a favorite grocery store, that isn’t always the one nearest the house. A favorite mechanic, or butcher, shoe store, brand of clothes, car, sports team, you name it.

We find something we like, we cling to it until it fails us miserably or betrays us. And with some truly strong brands, we might forgive them.

Anyone remember the “New Coke” fiasco?

There’s the other side of being known, as well – the fear of become a great big target of some misinformed person’s rage. Or even worse, making a mistake, in public, and having to hear about it the rest of your life, even as you try to make amends.

I’ve been there. Heck, I’m still there. I have made mistakes, failed, gotten sick in the middle of projects. But the truth is, none of us are perfect, even experts. And sucking it up and truly attempting to make amends, especially when you’re not bound by law or at fault – well that re-solidifies your brand and creates a kind of loyalty from those who witness it.

The only things that compare to the kind of customer loyalty and repeat business I’m talking about are crack addiction and true love. It’s amazingly humbling to be on the receiving end of that kind of faith.

I remember this one time, I got to work for this famous person I idolized. It was an awesome dream opportunity, of which I’ve had maybe three, but this one was the best one.  Long story short, i screwed up. I hid the fact that I was getting sick and that my then-fiance was getting abusive. It affected my work majorly.  There were other issues but looking back, I was distracted, despressed, and in incredible pain, but didn’t want to speak up for fear of looking weak.

Now, of course, I lost the project. But instead of never speaking to me again,  this guy remained friends with me, and boosted my rep several times. In this example, this has more to do with him being a super-great guy than it does me being an expert whose methods were proven in other areas that could be publicly accessed and verified.

But he couldn’t have spoken highly of me if I hadn’t done Something right.

But it’s like Al Pacino said in that movie, Any Given Sunday.

Life is a game of inches. So is football. In either game the margin of error is small.

In that instance, I believe my expertise made up at least one of those inches. Between ever having had that project offered to me, and having it to go someone else. Between him losing respect for me as a business person, or seeing the situation as an isolated incident.

When your dream opportunities come up, the race will be very tight. It will be between you and one other incredible person. And you’re gonna need that inch.

That’s what we’ll be talking about in this, my birthday week. (Wednesday is the official day but I’m claiming the whole week! Go Taurus!)