For many Experts, Information = Power
# eg Content is king
Experts are not providers of information. That’s what librarians do! How many rich librarians do you know?
There is lots of noise out there and lots of information. That’s why the standard Membership duration lasts just 3 months on average.
Why? Because essentially it’s yet more and more content each month! Content is not enough. I use educate, engage & entertain a lot but you must also build in trust and relevance with every communication.
So here’s the caveat, Advice = Power
# eg Influence is king
Experts provide advice. That’s why we go to an expert.
Nobody wants complicated advice.
Nobody want to know that the problem is challenging and that there is a 100 different things that need to be taken into account.
They want the one thing that they need to do to solve their problem.
You have to simplify things and you have to be black and white (Mastery = Simplicity)
Surface one thing that might work for everybody in a situation. Give them an immediate gain.
When it comes to your training or coaching programs highlight the One BIG result they get
Include a specific promise in your names or titles versus a generic XYZ coaching program – eg “90 hours to Becoming The Voice of Choice in your Town“
GTE Success Mindset Principle # 2. Become Results-Orientated
Know the difference: Content & information (nice to know) versus customised advice (need to know now)
Here’s a better process than just dumping information in people’s laps: Engage people – get them to first raise their hand (show interest) – offer them an immediate gain – invite them to take the next step with you (if right for them) – followup faster (< 14 to 30 days)
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Same for you. Know the difference between content and actionable advice. We are consuming more and more these days and yet know less! Your brain has only so much RAM each day. So stop consuming so much yourself. Be selective, speedup audios or videos like I do and file stuff away for when you may need them – rather than digesting information then and there (but only if relevant to your longterm vision).
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