The 90/10 secret of writing and info marketing

October 10th, 2017 by Bob Bly

My Facebook friend CR writes:

“As a relative newcomer, I’d love to find my way into the passive
income world. I get stuck at the very beginning: topic.

“I have the same problem trying to create articles to build
reputation in my new copywriting niche.

“What do I know that anyone else would want to know? I ponder and
ponder, but so far, nothing.”

Here is the answer….

The mistake people make — whether creating info products, or
writing articles or books — is to say, “What can I write about? I
don’t know anything special” … just as CR says above.

But she — and they — and you, if you believe her — are wrong.

My good friend Dr. Gary North says:

“The great mistake most small-business people make is to imagine
that their detailed knowledge of their niche market is widely
dispersed.

“On the contrary, hardly anyone knows it. They are owners of a
capital asset that others do not possess and have no easy way of
possessing.”

Dan Kennedy notes, “You know something that someone will pay to
learn. There are plenty of opportunities to help people get the
most out of their business and life.

“You just need to grasp a few key strategies for presenting
yourself as an expert advisor and people will gladly pay to get
that guidance from you.”

Ray Bradbury said every writer was capable of producing unique
writing, because each person’s experience is different.

Now, when I repeat Dr. North’s statement, the next objection I
hear is:

“Well, I know something about a few things … but I am not a top
expert in these subjects. So I have no authority to pontificate
about them.”

My friend, top info marketer Fred Gleeck, overcomes this argument
with his 90/10 principle of content.

Fred says yes, maybe there are a few people … say as many as 10%
of the world’s population … that know as much or more about your
topic than you do.

But, you are not writing for them. They are not your audience.

You are writing for the 90% or more of readers who know less
about your topic than you do — for they are your audience.

Gary North says you already know more than 90% of people about
your topic because of your extensive experience.

Or what Dan Kennedy calls “expensive experience,” because (a) it
cost you a lot in time, study, and effort to acquire and (b) you
can sell it for a profit to others.

One famous speaker I know said he became an expert in his topic
by reading a couple of books every week on the subject for an
entire year — 100 books in all.

Mark Ford says you become knowledgeable in a skill or field once
you have spent 1,000 hours practicing the discipline … and if you
work at it 20 hours a week, you’ll have logged those thousand
hours in about a year.

As for becoming a master, Mark says that takes around 10,000
hours of practice.

One other point: People read as much for repetition as for new
knowledge.

So if your book, article, or info products mostly tells them what
they already know, they’ll enjoy and learn from it — think you,
the author, really know your stuff, because it jibes with their
own understanding — and feel they have gotten their money’s
worth.

And if in that book, article, or info product you also give them
a couple of new ideas, they’ll be even happier.

So I say to you and to CR: Ponder my advice above, if you wish.

But really, the best way to overcome CR’s objection and worry is:
just start writing.

What you produce will be much better than you expect — most
likely surprisingly so.

And with some rewrites and polishing, you’ll in short order have
a publishable and valuable work.

As Dr. Benjamin Spock wrote in his best-selling book Baby and
Child Care:

“Trust yourself. You know more than you think you do.”

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This entry was posted on Tuesday, October 10th, 2017 at 10:21 am and is filed under General, Online Marketing, Writing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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