The most common question I’m asked by people starting a business (like an agency) is…
“What should I become an expert in?”
- What kinds of funnels should I build?
- What kinds of services should I get experience in?
- How should I learn to get better
And every one of these questions misses the point.
YOU shouldn’t become an expert in ANY of the delivery.
YOU should become an expert in 2 things.
Imagine training to be the world’s best horse rider who delivers mail.
That must have been a thing.
You ride a horse to deliver mail to people.
You’ve got the journey mapped out.
You know the route.
You can get there faster than any other horse rider.
And then some guy from Germany invents the car.
Just like that – your entire industry disappears overnight.
Sure. People hold onto “advantages” that horses have.
And the car will never replace “real” postmen and women.
It might just even be a fad…
That’s what happens when you’re an expert in the method.
The funnel.
The delivery.
And the funny thing is. That logically you’d assume that someone who invents something like a car MUST be an expert in horses too, right?
Because they’ve surpassed the technology that a horse delivers.
So they must have built on that, right?
And then, imagine you’re a postman or woman, who delivers mail by hand.
And some English guy creates a way for absolutely anybody to send an electronic letter (an e-letter?) to anyone else in the world.
For free.
Instantaneously.
There are ALWAYS people who are experts in their field, pushing technology.
Building a business does not mean you have to be an expert.
Instead, you need to be an absolute expert in 2 other areas.
- Your customers
- Their problems
I can confidently say that I can sell almost anything, to almost anyone, because I am NOT an expert in “the thing”.
My email campaigns are written in Google docs.
I don’t even bother with sales pages anymore.
But I make sales, because I dig into my audience and their life and their problems.
I am an expert in problems.
Not solutions.
So when you’re starting a business.
Or if you’re running a business now, and you’re thinking “What do I do next?”
Dig into your customers.
And their problems.
And they will TELL you what they’ll buy.
If you listen.
