If you’ve got several years’ experience in a specific field such as property investing, exercise and losing weight, nutrition, photography or anything else… then you’ve got a powerful resource that you could easily turn into a business.
Not if you believe what I’ve been doing for the last 5 years. You see, I’ve been turning expertise into cash by selling books, CD sets, online courses, live workshops, masterminds and mentorship programs. I’ve done this by telling true stories that inspire people to change their lives. This simple system has made £672,989 in workshop sales in just 9 days.
Today, I’d like to share with you my simple 5-step system so you can turn your expertise into cash. Here it is:
Let’s look at each of these steps in tern:
The easiest way to do this is to answer the following question:
What problem do you solve… for who?
Don’t think or write about what you do. I’m sure you have a clear idea of that because you’ve been doing it for the last 5 to 10 years.
It’s not what you do that makes people want to work with you. It’s how you can help them. The problem that you solve.
Let me give you an example to help start your ideas flowing:
I’m a copywriter and marketing consultant.
So what, right? What does that mean? Why should you care?
I solve the problem of poor or no sales and turn expertise into cash by telling true stories that inspire people to change their life.
You can build a community of raving fans… for free… when you give away immediately valuable content without asking for anything in return.
This is how you get your ideal customer to sit up and take notice of you. If you continue to give great content on a consistent basis then you will earn their trust.
Content is immediately valuable information that you are sharing with your ideal customer. This information can be delivered in a variety of mediums, such as:
The fastest way to make yourself unique in the eyes of your ideal customer… is to tell an inspiring personal story.
The fastest way to create a competitive advantage that no one can steal… is to tell an inspiring personal story.
Okay… you get the idea. Stories are powerful. But how do you tell them?
You can tell an inspiring personal story by sharing 3 things.
Start by sharing the Trigger Incident that caused you to look for a better solution. I’m willing to bet, that incident is painful and not something you’d like to share. Which is why it’s so powerful when you do.
What caused me to look for a better way to turn expertise into cash? I lost my photography and graphic design business!
I know the trill of watching a business grow and the pain of watching it slowly die. I don’t want any other entrepreneur to suffer through that which is why I’m sharing these secrets with you now.
Second, show the struggle you went through to discover the solution.
Third, tell me the difference the solution has made to your life.
To sell your expertise, you must to tell your prospect exactly what they are buying. If there is any confusion or doubt then they won’t do it. This is why you need to package your expertise.
There are many different ways to package your expertise. First let’s think about what your community wants:
What do I mean by knowledge and connection? Sharing your knowledge in person. Let’s face it, nothing beats a face to face conversation. There are tools like Skype and Facetime that are more personal than a call and still it’s not the same as being in the same room with that person.
What does Time Saving mean? Giving your customer an immediate solution to their problem. Yes it’s knowledge but specific to their situation. Time is the critical factor so they would prefer a call or an online classroom such as a Webinar over a physical meeting.
Now you know what your community wants you can consider the different methods for delivering your expertise. Here are a few to consider:
How you package your expertise will be driven by the needs of your community and the amount of knowledge you want to share.
There’s one crucial step to take if you want to turn your expertise into cash and that’s persuading your community to buy.
Most people get hung up about choosing the best sales vehicle and they completely overlook the most important thing: the message!
There’s a law of marketing that I want you to remember:
It doesn’t matter if you are going to record a video, or give a webinar. It is the message that comes first. The energy and “theatre” of the medium comes second.
Steven King describes writing as organized thought.
That’s why the message must come first. You need to organise your thoughts before you share them with your community.
All the people who say they just turn on the camera, start waxing lyrical and then publish the video are either lying to you… or they’ve got 20 years of experience behind them to be able to do that.
If you’re a mere mortal, like me, then you need to write every message before you give it. When I say write, I mean write down on paper. I call this process thinking in ink. It is only when you see the ideas on paper that you can put them in the best order.
When it comes to crafting a persuasive message there’s a simple formula that I’ve used to make over £2 million! Here it is:
If you can answer (in ink) those 5 questions then you’ll have a persuasive message that is better than 90% of what’s out there.
So, get started right away. Start defining your expertise. Thing about what your community really wants and how you can help them better than anyone else.
Remember: knowledge only becomes power when you use it. That’s why I’m determined to help you use this information.
If you found this useful then please leave a comment below. If this information can help someone you know then please share it with them.
P.S. If you’d like the complete system to turn your expertise into cash then please click the link below to download your free copy of my new ebook: How to turn expertise into cash.
The book gives you my simple 5-step system to turn expertise into cash… in much greater detail than I’ve done in this blog. With this system, I’ve made £672,989 in just 9 days! And you can too when you know how. So, click the link below to grab your free copy.
Roland Eva is a copywriter and marketing trainer, mentor and consultant.
For the last 5 years, Roland has helped authors, coaches, mentors and trainers in the property and business opportunity markets to fill seminars and sell high-end programs ranging from £1,000 to £6,000. Many campaigns have made over £500,000 in just 9 days. Roland has done this through what he calls value first marketing. Value first marketing builds trust by giving upfront value, before giving your community the opportunity to work with you further.
Roland’s marketing journey began when he lost his first business, a photography and graphic design studio. The pain of watching his business die slowly motivated him to discover a proven system to find your perfect prospect, earn their trust through value first marketing and persuade them to buy, by telling true stories that inspire people to change their life.
Today Roland’s mission is to prevent every business owner from suffering through the same pain as he did. Roland wants to take them on the ecstatic ride that comes with having a proven system to turn leads into customers and expertise into cash.
As a consultant, Roland works on a no win, no fee basis so you don’t risk a penny. As he says this makes the cash register ring or it’s free, simple as that!
To contact Roland please email him on: Roland@RolandEva.co.uk