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Knowing Where to Focus

One of the most important aspects of being an expert is knowing what to focus on. For example, we hired an excellent dog trainer a few months ago. Now, I grew up with dogs all of my life and there are only a couple of years in the past 45 that I have not had a dog, and often more than one at a time. So, I know quite a bit about dogs.

However, the dog trainer was at our home for less than 20 minutes and he pointed out three things we were doing wrong with our German shepherd that allowed her to get out of hand when she saw other dogs on walks. They were all small things that I had never noticed until he pointed them out. And after just a couple of days of training using his techniques, we now have a dog that is a pleasure to walk.

I did something similar while reviewing a client’s Google Adwords account a couple of years ago. In less than 10 minutes, I was able to identify when they had changed their landing pages and that it had reduced their conversion rate by 40%, just by looking at their ad campaign. That one fix saved them a couple of thousand dollars per month in Adwords spend.

So how does this apply to you? First, you need to remember that things which seem easy to you have great value to others who are not an expert in your field. Second, you need to structure your offering so that you get paid for your expertise.

I must admit that when I first got started in marketing consulting, it was a friend and colleague who pointed out that I was giving away the thing that clients found most valuable about my consultation. So, it often takes an outside perspective to help you find the thing you do naturally which is of value to clients.

Nevertheless, you need to figure out what that is and make sure it is part of the solution for which you are charging clients. Because at the end of the day, it is your expertise clients want. You just need to recognize what part of your expertise is providing the most value (and it is often the part that is easiest for you... your natural gift).

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