You Don’t Have to Be the Expert
Information powers the Internet. Every day hundreds of millions of people are looking for answers: how to make more money; how to kick a ball further; how to break into acting; how to find love; how to raise a child; how to change the chassis on a Land Rover Defender…
Lots of people have problems they need help solving. You could provide them with the information they need.
Expertise comes in several forms
- In hospitals there are consultants – experts who have never picked up a scalpel – who will advise surgeons on how best to perform an operation because they know huge amounts about a particular procedure or new developments in a particular field;
- Sports coaches rarely have the skill of their charges yet are integral to success because they are experts in producing a certain result;
- Many bestsellers (e.g. Think and Grow Rich, 70m+ copies sold) are the result of authors not being experts in a topic but being great researchers and interviewers, collating and presenting useful information skilfully.
Realise that expertise comes in several forms – all valuable, all saleable:
- Personal expertise (i.e. you personally have the know-how);
- Researched expertise (i.e. you are not the expert but you have collated valuable knowledge from various sources);
- Results expertise (i.e. you solved a problem yourself, e.g. “How I lost 3 stone in 90 days”)
- Journey expertise (i.e. you are embarking on a project and you share your lessons with your audience, e.g. “From ass-kicked to kick-ass: my journey from wimp to mixed martial artist in 365 days”)
- Teaching expertise (i.e. you have a gift for passing knowledge onto others).
- People pay for knowledge, experience, coaching, support and – ultimately – results. They are forgiving of who delivers the advice, as long as it works.
- You don’t have to be the expert.
- People who are not experts are already making money in this industry by playing the role of researcher – going out there, gathering useful information, talking to experts and packaging the solution for others.
- Write down one for each of the following:
– something you know a lot about or a result you achieved (either in your personal or professional life);
– something that interests you, e.g. a hobby; a sport you like watching; or something you love to talk about;
– something you know little about but would like to learn more.
- Beside each subject you’ve identified, identify the type of expertise you will bring to the table – personal, researched, results, journey or teaching.
- Identify just one problem in each subject area that you could solve.