RANT: Who is an expert?
ByHi, it’s Jeanette and I just need to vent for a minute. This is a topic I feel strongly about – and I want to be sure you understand what’s at stake. So follow along with me to protect yourself.
I’ve spent the last 24 hours helping a person walk through the decisions on selling an ebook online. I’ve answered questions like:
- Should I put it on a domain I already have or get a new one for the product? (Answer: Match the product to the domain name and vice versa.)
- Should I sell this through a shopping cart or Clickbank? (Answer: It depends on price and potential affiliate sales. You can always do both.)
- Should I deliver this as a PDF, an exe or is there another format I should use? (Answer: PDF)
- Do I need an optin page for an ebook? (Answer: Only if you want to build a list of people who are interested in this topic and want the opportunity to follow up with them if they don’t buy the ebook on their first visit.)
and the questions went on.
Now there is nothing wrong with these questions. They absolutely need to be answered – for the first ebook you create and sell.
But here’s my concern. When I went to this person’s current website, they advertised themselves as a “marketing strategist.” They are actually in the business of telling other people how to market their products – online!
I’ll be the first person to tell you that most of us sell ourselves short. We don’t claim the expertise we have. That’s why I always encourage people who have proven themselves a solid worker with results to claim their expertise.
If you can knit well and have taught others to do it, SAY you’re an expert. Don’t be shy. But if you don’t know how to cast onto the kneedles, PLEASE don’t tell others you’re an expert who they can pay to guide them.
If you can consistently hit a putt better than anyone else you play with, claim your expertise. But if your putts are about as good as everyone else you play with, please don’t ask me to pay you for your “expertise.”
I am an Internet strategist. I have helped thousands of people get their start online through seminars, teleseminars, webinars, and more than 50 information products.. I can point to many people who are making tens of thousands of dollars online who got their start with me. I can comfortably claim my expertise and have no doubt people get their money’s worth when they work with me.
But there are a lot of other people out there who also claim to be “Internet strategists” and Internet marketing coaches. PLEASE do your due diligence before hiring them. Ask questions like:
- How long have you been online? There isn’t any magic number, but unless someone has been online to live through the up’s and down’s of various tactics, they’re not in a good position to help you weather the storm.
- What have you achieved online? Not just how much money have you made, but what have you done. There are any number of “experts” who had a one-shot hit, but couldn’t repeat it. And many times the technique they used to achieve their big hit is outdated or a little “black hat.”
- Who else have you helped become successful? When I’m hiring a consultant I really don’t care whether or not they can do it themselves. I just want to know if they can help ME do it – and the best indication of that is the success of their clients.
- What type of results should I expect? Again, if they are limited in their perspective, they can’t answer this. And if they promise the moon within the next 30 days – RUN!
- What business models do you recommend for my revenue mix? If they say “huh?” that’s a clue. If they only know how to teach you ONE model, you can assume they are an expert in that ONE model – not a strategist or a marketing expert – both of which have a wide arsenal of models, strategies and tactics they can call upon to help you create your success.
I’m not trying to be a snob here, but I AM tired of everyone who knows how to buy a domain name telling me they are an “Internet marketing expert.” There are probably less than 500 true experts in this field. So unless you are one of them (and no one has to tell you whether you are or not), please stop kidding yourself and take the title off your name. You’re scamming good people.
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Dr. Jeanette Cates IS an Internet strategist who works with business owners who are ready to create their Online Success. In her 12 years in Online Business she has helped thousands of people get started online. She offers individual consulting and group coaching.
15 Comments
November 19th, 2008 at 5:32 pm
Great article Jeanette! You called it perfectly.
Tony
November 19th, 2008 at 5:36 pm
OMG Jeanette! You are SO right on this! I just blogged today about meeting a potential client – again they claim to be a marketing guru – and they told ME that they won’t go with my VA services unless I can promise them results. I told them only they can sell themselves. It’s amazing and scary that people are all over the net with these titles.
November 19th, 2008 at 5:38 pm
That’s a really good point you make.
I was approached from an SEO company not so long back that said they could get me in the top 10 of Google.
“What rankings have you got?” I asked
They were #124 for “seo” and #77 for “search engine optimization”
And guess what?
They were also paying for Adwords too!
You have to be so careful out there. Always ask for proof and evidence.
Sean
November 19th, 2008 at 5:49 pm
This reminds me of the financial planner who has been trying for months to allow him to give me guidance now that I am making more money. I just heard he has serious financial problems and will be dropping out of a service organization we both belong to. He uses the word ‘expert’ when he is looking for new prospects.
November 19th, 2008 at 5:53 pm
Great post Jeanette!
It’s this reason why I rarely hire anyone!
I always look for folks who have been around a long time and are not just a ‘flash in the pan’
Cheers,
Christina
November 19th, 2008 at 5:53 pm
Jeanette, I have to agree with you but there is another side to the story. Allow me to illustrate from my own experience.
I helped a lot of folks with semi-techie/techie things on a certain forum for many years. I happened to have had experience with their particular issues. Eventually, however, I found my sphere of influence, and my reputation, were reaching far beyond where I had any kind of experience or expertise. It became impossible to undo the ’snowball effect’ to the point I quit the forum, went elsewhere, and began on a firmer, more realistic, level. So far, so good. It’s not always the fault of the individual. Sometimes the label grows whether you wish to claim it or not, unfortunately.
Sandi
November 19th, 2008 at 5:59 pm
Wow! I think I hit a nerve with this one. Thanks so much for your comments – it’s alwasy nice to know you’re not alone in your opinions.
Looks like we’ve all had those experiences where “expert” tried to convince us they knew what they were doing. I think they were really trying to convince themselves!
Jeanette
November 19th, 2008 at 6:03 pm
Sandi – you bring up such an interesting perspective. One of the solutions I’ve used when feeling out of my depth was to refer them to other people with more expertise in that particular topic. And it always comes back to you! I now use a whole realm of experts to recommend – just because I can’t do it all. So I totally understand.
I’ve also been known to “fire” a client when they demanded more than I was willing to give. That’s one of the things I always ask my contractors – if I need this item done – do you know how to do it? If not, do you want to use this opportunity to learn it – or would you prefer I hire someone else to do it? It lets them keep being them and stay in their comfort zone.
Thanks for putting a different spin on it.
Jeanette
November 19th, 2008 at 8:02 pm
I feel exactly the same way and I have told many people over the years that you are the best expert for them to learn from when it comes to what you teach.
You have a gift for making people feel comfortable and competent in an area that overwhelms many people.
In fact you’re the only expert in this area that can explain things in a way that even a non-techie like me can understand!
And yes, like you, it totally pisses me off when someone bills himself or herself as an expert at something they have no background to teach. I did a little rant on my blog about it last week in fact.
You tell ‘em Jeanette!
Lynn
November 19th, 2008 at 8:11 pm
You are my favorite non-techie, Lynn – always so willing to listen and follow directions and admit you just don’t like it. LOL I appreciate the compliments!
It’s always such a pleasure to hear from you. Sounds like we’re all on the same page – and the days for no-knowledge experts are coming to a close. I just want to encourage everyone to really look at whose advice they’re following.
Certainly when it comes to life-changes, you’re top-notch! I don’t know of anyone who is better at taking the fear out of change. And making it doable.
Thanks for all you do –
Jeanette
November 19th, 2008 at 11:55 pm
Jeanette, great blog post! You make a really good point about the importance of an expert being able to teach someone ELSE how to succeed with their strategies.
It requires a completely different set of skills.
If the person can not show you how to apply a strategy to your business model, the best strategy in the world will do you no good.
On a side note, as one of the people who you helped get started online those many years ago (and someone whom you continue to strategize and optimize to this day)
…
Thank you!
You are the best at what you do!
Lisa
November 20th, 2008 at 12:26 pm
Great “rant” Jeanette,
I see this so often in my off-line businesses it is scary…the behavior is definitely not limited to internet marketing, unfortunately.
Seems like there is a bad case of “guruitis” going around these days in almost every market…I never cease to be amazed at the number of Real Estate Investing “experts” & coaches (as just one example of a businesses I am in…I invest, not coach!) who will charge their customers tens of thousands of dollars to teach outdated strategies that they copied from someone else, who has never actually DONE anything, but talk about how to do things…ok, now I am ranting. Back to making Italian Food…it is much less stressful!
November 20th, 2008 at 5:05 pm
It’s about time someone posted something like this! I agree…if you haven’t EVER helped anyone with anything, how could you possibly be and “expert”. You don’t have to have a college education…just the ability to explain something well and get your point across so that it can be understood.
Thanks for this great post…GOOD FOR YOU!
November 27th, 2008 at 10:27 am
Happy Thanksgiving everyone and yes, I’m just catching up on my emails…LOL
I am not an expert in much but I am a sucker for alot of things – or used to be. However, thanks to YOU and your Incubator and all your other programs, I know there are only three experts I believe about anything Internet Marketing related and you are the best of the three.
I have said this repeatedly but you simply amaze me at how well you can teach us an entire process in ONE hour and then you go even beyond all that and give us tons more info on the “resource” page.
I think we all should be more aware (and help our friends be more aware) at this point in our country’s economic situation because there will be more people acting out of desperation – both on the alleged “expert” side and the side of those who want/need to make money online and don’t know any better.
The more we spread the word about you, the REAL expert, the more of a service we do for others. I wish i knew of a system that could help steer people in your direction away from the “phonies”. The questions you wrote for us to ask are great but online you don’t always have that opportunity when they have the “offer from the expert” right out there in front of them.
Anway, I personally am very THANKFUL to have you in my life!
Terrie
December 18th, 2008 at 6:22 pm
This was a very well-said article. I am someone who has been on the internet and web as a user only.
In 2009 I finally plan to start my own internet business, after doing extensive research.
If you can do a follow-up article on your blog on hhow to get started and eventually obtain that expert status I would appreciate it.
My aim will be to give people ideas to inspire them to have a healthier home and business, based on my own experience and continuous research. I don;t have degrees and don’t even want to claim that I am an expert at first. However, I do want to build a list and have a successful business in an honest manner.