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Expertise

by stanigator
12 replies
I'm currently doing some research on info-products. Do you agree with this statement?

"Proof of expertise is shown with group affiliations, client lists, writing credentials, and media mentions, not IQ points or PhDs."

I know you don't need to be the world's expert on a certain topic, but being expert enough to put together the products is easier than done in most cases as well.
#expertise
  • Profile picture of the author David Braybrooke
    Originally Posted by stanigator View Post

    I'm currently doing some research on info-products. Do you agree with this statement?

    "Proof of expertise is shown with group affiliations, client lists, writing credentials, and media mentions, not IQ points or PhDs."

    I know you don't need to be the world's expert on a certain topic, but being expert enough to put together the products is easier than done in most cases as well.
    Well I agree with you ... however, throwing in a relevant PhD reference couldn't hurt. Qualified and recognised expert credentials can look mightily impressive!
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    • Profile picture of the author Paul Myers
      I think it's a useless definition, if the truth be told.

      Proof of expertise is in the ability to generate results when one's knowledge and experience is applied. What the rest of the (non-prospect) world thinks is just PR.


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      • Profile picture of the author Anonymous Affiliate
        Originally Posted by Paul Myers View Post

        I think it's a useless definition, if the truth be told.

        Proof of expertise is in the ability to generate results when one's knowledge and experience is applied. What the rest of the (non-prospect) world thinks is just PR.
        I couldn't agree more. A PROOF of expertise is defined by one single metric: can you actually deliver results in that specific area of expertise or not?

        Like Paul said, all the rest is PR blah blah.
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      • Profile picture of the author Mousumi
        Well said, Paul
        Originally Posted by Paul Myers View Post

        I think it's a useless definition, if the truth be told.

        Proof of expertise is in the ability to generate results when one's knowledge and experience is applied. What the rest of the (non-prospect) world thinks is just PR.


        Paul
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  • Profile picture of the author KenThompson
    Expertise is in the mind of the beholder. Perception, unfortunately.

    Although I agree with Paul's definition.
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    • Profile picture of the author Paul Myers
      Ken,
      Expertise is in the mind of the beholder. Perception, unfortunately.
      For practical purposes, yes, if you haven't had a chance to test the person's abilities first-hand. That's a good point. The trick is, as you know but some may not, perception and reputation are often very far from the truth.

      Example: Back before I fired all my clients, one of them came to me with a sales letter that was truly awful. It was converting at a stupidly low rate for the offer involved, despite their having paid $15,000 for the copy from a "known master."

      When I looked at it, I thought it was a conceptual piece. Seriously. Not even really a decent first draft. I spent a couple of hours on it and more than tripled the conversions, and charged them 3 figures for the work. It wasn't my best work, but my deadline was... short.

      He had the perception and the reputation. But he didn't deliver.


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      • Profile picture of the author mbacak
        I think the saying goes:

        Perception is reality until proven otherwise.

        Originally Posted by Paul Myers View Post

        Ken,For practical purposes, yes, if you haven't had a chance to test the person's abilities first-hand. That's a good point. The trick is, as you know but some may not, perception and reputation are often very far from the truth.
        That's an extremely good point.

        Originally Posted by Paul Myers View Post

        Example: Back before I fired all my clients, one of them came to me with a sales letter that was truly awful. It was converting at a stupidly low rate for the offer involved, despite their having paid $15,000 for the copy from a "known master."

        When I looked at it, I thought it was a conceptual piece. Seriously. Not even really a decent first draft. I spent a couple of hours on it and more than tripled the conversions, and charged them 3 figures for the work. It wasn't my best work, but my deadline was... short.

        He had the perception and the reputation. But he didn't deliver.
        I have a feeling we might have hired the same guy.
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        • Profile picture of the author Paul Myers
          Matt,
          I have a feeling we might have hired the same guy.
          You do realize, I suppose, that other than to say "I can't comment on that," I can't comment on that?


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      • Profile picture of the author stanigator
        Originally Posted by Paul Myers View Post

        Ken,For practical purposes, yes, if you haven't had a chance to test the person's abilities first-hand. That's a good point. The trick is, as you know but some may not, perception and reputation are often very far from the truth.

        Example: Back before I fired all my clients, one of them came to me with a sales letter that was truly awful. It was converting at a stupidly low rate for the offer involved, despite their having paid $15,000 for the copy from a "known master."

        When I looked at it, I thought it was a conceptual piece. Seriously. Not even really a decent first draft. I spent a couple of hours on it and more than tripled the conversions, and charged them 3 figures for the work. It wasn't my best work, but my deadline was... short.

        He had the perception and the reputation. But he didn't deliver.


        Paul
        Delivery is important for long-term reputation. Frauds eventually get caught.
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      • Profile picture of the author KenThompson
        Originally Posted by Paul Myers View Post

        The trick is, as you know but some may not, perception and reputation are often very far from the truth.
        Having worked in the private sector for most of my life, I can say they can be extremely far from the truth.

        Example: Back before I fired all my clients, one of them came to me with a sales letter that was truly awful. It was converting at a stupidly low rate for the offer involved, despite their having paid $15,000 for the copy from a "known master."

        He had the perception and the reputation. But he didn't deliver.


        Paul
        That's astounding. 15 grand for terrible copy from someone with that kind of reputation. I'd like to know how that copywriter got so far. Almost seems like it was a fluke. Bad day or week?

        I read a sales letter written by a guy who has a very good reputation. Maybe B+/A- list. The letter was on a site for a little while. Then it was gone and replaced by copy written I presume by the site owner.

        There's only one reason for that.
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        • Profile picture of the author stanigator
          Quote:
          Originally Posted by Paul Myers
          The trick is, as you know but some may not, perception and reputation are often very far from the truth.
          Having worked in the private sector for most of my life, I can say they can be extremely far from the truth.

          Oh...Tell me more about it.
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          • Profile picture of the author Paul Myers
            Ken,
            That's astounding. 15 grand for terrible copy from someone with that kind of reputation. I'd like to know how that copywriter got so far. Almost seems like it was a fluke. Bad day or week?
            I don't know how he got that sloppy, but that wasn't the last time I heard that about him. But, on the other other hand, he also wrote some killer performing copy after that.

            I could speculate, but we both know what THAT is worth.


            Paul
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