How to instantly recognize the experts from the amateurs

Know how to instantly tell an expert from an amateur?

The expert spends 90% of their time practicing the fundamentals and only 10% of their time doing “pro” stuff.

The amateur spends 90% of their time trying to do the “pro” stuff, while ignoring the fundamentals.

  • The amateur marketer chases tricks and hacks.
  • The amateur golfer wants to hit from the black tees.
  • The amateur health nut focuses on fad diets and pills.

The amateur author/speaker/coach dreams of speaking on the big stage, instead of quietly honing their craft.

Their attention is seeking out celebrities to snap “validation” pictures with celebrities, instead of letting the experts testify to their competence.

  • A true expert has massive depth– like an iceberg with 90% below the water, unseen.
  • A true expert publishes because they are compelled to serve and share, with publicity as a necessary evil.
  • A true expert has a loyal following with demonstrated proof of their published how-to process.

Are you focusing on merely how you look or on truly improving who are you?

The fundamentals of digital marketing are getting your GCT (goals, content, targeting) right. That’s what we teach and what I spend most of my time working on.

It’s not flashy, but highly profitable.

I’ve taught over 500 workshops in the last 20 years.

And nearly every time, the ones we list as “expert” with the “latest” tricks and secret algorithmic updates are the ones that pack the room.

But when we actually deliver that material, we lose the audience and they are unhappy– especially the ones who represent themselves as pro (a clear sign that they are not).

Yet when we teach the fundamentals, people say their minds are blown, largely because these are pieces they’ve been missing all along. And then this drives results.

Drive for show, putt for dough, as the golfers like to say.

I am enamored with folks like Ryan Deiss, Michael Stelzner, and Shawn Collins who teach based on their own execution.

They focus on the step-by-step HOW TO, like expert chefs that have time-tested recipes for the most requested meals.

Want to know why they don’t like you?

Image courtesy of Barron Mills

Nobody wants to think they’re a bad person. So by cutting you down, they lessen the evil of what they’ve done to you.

When you spot someone bad-mouthing you, start looking for what they’ve done and you’ll find that hidden sin.

When they accuse you of stealing or cheating for no reason at all, they probably just did that to you.

The human mind wants to compensate, as even serial killers in their minds truly believe they are good— even to the point of rationalizing their behavior as a worthy crusade.

When they attack you, also look at their motive. Even ask them if they have a logical reason, instead of an emotional one.

Odds are they are just trying to lower you down to their level instead of trying to help you or do something good for society.

Next time you’re attacked, you’ll quickly spot what they’ve been hiding.

So don’t take it personally, any more than a wild animal who got his paw caught in a trap and is lashing out at you.

Behind the anger, you will find fear and pain every time.

A tire changed the course of this man’s life

When I first met Amen, I felt an immediate presence and energy about him.

After I heard him speak at a fitness industry conference and heard his story of going from a boy with a tire to the leader of a massive worldwide movement, I knew I had to get with him.

Yesterday, he launched his TIYR product with Escape Fitness, and I even had the opportunity to work out TWICE with him in the last two days.

So inspiring and an incredible workout. Who knew you could do over 1,000 different exercises with just a tire?

Why I am completely wrong about influencer marketing

Image courtesy of Jeremy Knauff

You’ve probably heard me talk about why I’m not an influencer or how scammers can’t survive when anyone can Google if they’re real. I outed the course sellers who peddle courses on how to sell courses as a Ponzi– the latest version of network marketers in the personal development space.

Anyone can see through the rented Lambos and posing in exotic locations– to the hollowness of one person’s self-proclaimed vanity lifestyle.

But there is a coming wave of intelligent, organized influencers who have teams that curate their content and are monetizing through brands– not through mere celebrity.

We’ve seen the Fyre Festivals and George Foreman grills drive sales. And with the rise of DTC (Direct To Consumer) brands embracing funny videos with charismatic spokespeople, traditional advertising models are just not as effective.

While the term “influencer” has been polluted, there is definitely a new wave of personal brands that have authority in their community– driving that audience through sophisticated sequences through to purchase.

This is where influencer marketing and affiliate marketing collide in an awkward marriage. Think of these influencers each as micro-properties with inventory available for sale. In the world of media buying, we’re used to evaluating the traffic levels and quality of various sites on which we want to buy, and lists from where we want to rent.

When the measurement system to truly value individual brands is in place, we’ll assess people based not on the vanity metrics of fans and likes, but the standard ad metrics of reach, cost per click, conversion rate, CPA, and ROAS.

Then everyone is a publisher with inventory– not just A-List celebrities.

At that point, marketing systems will be so smart and so frictionless that we can each opt into whether we want to make our audiences and property available for distribution. Thus, a coming data exchange that empowers us as consumers who can earn micro-commissions on everything we buy because of the trackable influence power we each have with our friends.

The FTC won’t be able to regulate this, since they can’t even keep up with the tiny trickle of influencer marketing that has just started.

You need a team.

I think that, as ridiculous as it is, the Fyres will continue to flame ever greater, since brands and networks are guided by what gets the highest engagement.

Thus, there will be thousands more, each with their stable of content creators– moving from whorehouse to more like an ad agency.

So that eventually, brands will be less like sponsors and more like advertisers– and talent will care less about “fame” or vanity metrics, but about affiliate earnings.

This situation will not go away– it will get “worse” because the product earnings are real and more powerful than traditional CPG marketing, and not fluff, like today’s influencer programs.

Putting on events takes a team and Fyre Festival— not just something an influencer can declare and expect all details to magically fall into place.

I don’t get paid enough and my job sucks

My boss constantly chases me down, wondering where I am or what I’m doing.
But that’s because I’m not motivated– and once I get a raise, I then might consider starting to work again.
I complain that I don’t know what’s going on in the company, but I’m also not around to listen and don’t read any of the updates.
And I spend my time whining– especially with other employees– since I want them to agree with me. I figure that if there are a bunch of people who are unproductive and complaining, then I’m safe, as are all of them.
So instead of working, I dwell on all the excuses for why it’s not my fault and why I’m underpaid.
Meanwhile, my co-workers and managers are having to do my job for me.
I’ve never managed a team before, but I feel confident in dispensing my unsolicited advice on how to manage a company.
And while I may be fired for not doing my job, I’ll claim that it was personal reasons.
I’ll start my own company and later find out how hard it really is.
But then it’s too late to come back with humility, so I think.