Our culture loves experts.
Look at the YouTubers that make millions of dollars by filming themselves and posting the video to the Internet. Those YouTubers wouldn’t be making millions of dollars if it weren’t for their audience that values and respects their opinions and see them as experts in some sort of capacity. Yet many of those “YouTube gurus” didn’t even graduate college, they’re not prior millionaires, or have any other claim to fame or expertise outside of their YouTube channel. So why are they considered as “experts” or “household names” in their field?
It’s because they have a large following that sees them as being an expert, even if professionally they are not an expert at all.
And here’s the easiest way at becoming an expert at anything: become a blogger.
Yep, you don’t have to land Fortune 500 companies as clients, or build 8-figure businesses. That all takes too much time and effort, right?
Simply become a blogger.
You may start small with an audience of 10 people, but if you think long-term and are consistent with your actions, you can grow an audience to the tens of thousands simply by creating content (writing blog posts, recording podcasts or YouTube videos, posting on social media, etc).
It took the TERIMIYAHIRA brand 4 years of consistent content creation to build an audience of 50,000+. 4 years is a long time, but in order to build something larger than yourself, you have to put the time and effort. It’s like dating someone for 3 days then running to the chapel, anything that’s too rushed usually ends up crumbling in the end.
So if content creation is the key to becoming an expert through the blogging process, why does becoming an expert matter?
Experts have an easier time of starting their own business and selling products, simply because they have a built-in audience to sell to when they launch those products and businesses, and their audience already trusts them. That’s it!
This is the reason why I always suggest people become a blogger first and a business second. It’s much easier to make sales offers to an audience who already knows/likes/trusts you, versus first building a business/product and then trying to convince a stranger that they need to follow you (because that stranger will automatically assume that since you’re a business that you will try to sell them things all the time, and people don’t like to be sold to).
It’s not impossible for businesses to attract and grow an audience, it’s just a slower process because that audience knows they will eventually be sold to. If you’re a blogger that isn’t selling products, a stranger won’t have their guard up and will be more inclined to follow you as a blogger.
If you’re the kind of person that doesn’t like sales or pitching, then becoming a blogger first is the best way to build your audience if you have a day job or you don’t have to worry about your personal income, and can afford to spend time making zero money on blogging in the beginning as you’re building your core audience.
If you’re a business and you need to sell products (obviously in order to stay in business), I always advise my clients to only talk about their own products in a 3-1 ratio (meaning 3 communications that have nothing to do with their product, and then throwing in 1 communication that is product-related). This makes it so that your audience sees that you’re not just hawking products to them to buy 24/7, but that you’re truly trying to educate them about the industry and provide free value.
If you are in a business that is very physical product oriented (such as you sell clothing or makeup), I highly suggest doing editorial-type of content that you would see in magazines. Editorial content topics include pieces such as “How to style 1 sweater in 3 ways” and showcasing a sweater that you have for sale on your website in addition to 4 other sweaters from other brands. Doing an editorial piece on styling a sweater will be much more well-received by your audience because it’s not a hard sell or direct response method, versus doing an article that talks about the launch of that sweater in your store and telling customers to “buy now.”
And the more original, non-sales content you can give to your audience, the more you’ll be regarded as being an expert just because you talk about the subject/industry all the time. It’s doing this consistently that will establish your name as an expert in the space.