The Expert Myth: It Doesn’t Matter…

This is a tough one for lots of people… The harder you have studied and slaved to become an expert or develop the best product, the harder it can be to get over this one. I don't know if there is a University course that covers this, or if it's just an attitude picked up after running in to a high pressure salesperson or two… But somewhere along the line most experts become convinced that selling things is beneath them.

Are you an expert on something? Have you ever thought about writing a book on your topic of expertise? Many experts will write a great book, it might be the greatest book on their particular subject in the history of the universe, and then be shocked when they aren't instantly rich and famous with a stampede of people beating a path to their door…

What's missing?

C'mon you can guess… this is an article about marketing after all.

Yes, you're right it IS marketing/sales. Have you ever seen a Best Smartest Expert Author list published anywhere that people are bragging about being on? How about a Bestseller List? Imagine for a second you had just finished reading two identical articles on whatever subject you happen to be interested in. The first article was written by someone you have never heard of and the second article was written by a Bestselling author. Which one would you say had the most credibility? (Pretend for a second that you didn't notice the articles were identical) Even if the first author was the smartest most capable expert in that field, I'm guessing you would pay more attention to the bestseller.

As tough a myth as it might be to get over, it is absolutely VITAL that you realize that marketing is MORE important than being the best. Look at Dr. Phil as an example… Do you think he is the best therapist out there? Probably not even close. BUT I guarantee the average person doesn't know that, and if they do they don't care. (Not to mention Phil is probably worth more money than everyone that thinks they are more qualified, and a better therapist put together.)

Now I'm not saying that you need to dress or act like a greasy, pushy salesperson, and I'm not saying you shouldn't be the best at what you do. Far from it. What I am saying is that being the best is not enough by itself. You also need the best marketing. (I hear Oprah is good at that…) Nobody can be influenced by your awesome knowledge if they don't know you exist.