PART 19

WE LIKE TO BUY FROM EXPERTS—So BECOME AN EXPERT

Conversations about you and your business are already happening online. You have three choices: You can ignore it, you can engage and join in, or you can become an expert and shape the conversation.

I've probably convinced you by now that people want to do business with experts they know they can trust. How will you adjust your efforts accordingly?

When you imagine an expert, what comes to mind? Is it an old stuffy professor leaning on a chalkboard struggling to communicate deep and difficult concepts in simple enough terms that his young eager students can grasp? Maybe it's a clean-cut motivational speaker onstage with a $200 haircut and a smile to match delivering his latest amazing insights with a flowing style. If any of these images, or any elite feeling pops into your mind when I say expert, then you've become a bit out of touch with how the Internet works.