What Makes an Expert an Expert?
Posted on December 16, 2008 | Tags: online pr, online public relations, pr, public relations
Coaching and “Mastermind Groups” are all the rage.
Marketing gurus tout “build a list by being an expert.”
That’s fine, IF you happen to have some very valuable expertise.
If someone doesn’t really have anything valuable in an industry to contribute, why should I listen to that person? Won’t that person have to be dishonest to some degree to their customers about their expertise?
I commonly see limited experience being packaged and sold in courses, tapes and coaching.
I’ll give you an example. There’s a speaker on PR who appears at some of the marketing events I attend. He’s an incredible speaker and salesman. He sells a course on “do-it-yourself PR.”
What qualifies him to sell a course on the subject? Many years ago he had a huge success getting media coverage for himself.
Having gotten media coverage for over five hundred different types of subjects, experts and corporations, I’m impressed with how he has packaged his expertise and credentials. Truly impressed.
But I know enough to know that getting PR for yourself … even national attention … doesn’t qualify you to write the definitive manual on it that “anyone can use …” yadayadayayda.
Lesson? Examine the actual track record of whoever is selling you something.
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