Six years ago, when Seth Godin launched Squidoo, he authored an e-book titled “Everyone’s An Expert.”
But you won’t find this little-known gem on the best seller list.
And yet, it demonstrates important lessons for anyone who blogs, speaks, consults, coaches or otherwise inspires for a living.
Let’s take a look…
The book begins with four questions:
How do I get more traffic to my site?
How do I find what I’m looking for on the web?
Where are the experts?
Can I be one?
Seth takes the position that everyone’s an expert (about something).
Then, he makes the distinction that people go online not to search or find, but to “make sense.”
It’s the idea that people want direction and meaning not just more information.
Web 2.0 is all about “enabling people to share meaning,” he suggests.
He goes on to explain how Squidoo helps this process, how you can use his new site to strengthen “brand you.”
What can you, a Mavenaire learn from this?
Everyone’s An Expert is a useful example of “teach to sell,” creating content to communicate and help people make up their minds about the value of what you have to offer.
Seth used Everyone’s An Expert to position and promote Squidoo.
You can use a similar approach to build your mailing list, introduce a coaching program or launch a new product.
Here are five, not-so-obvious things to learn from this forgotten Seth Godin book:
(1) First, Seth took a position.
He defined a problem or goal, and answered it with his product.
(2) Second, he provided examples people already knew to support his position.
It’s the “association” factor.
Who are quote, reference, interview, are compared with or get seen with, matters.
(3) Third, he made the document look like something other than a conventional “special report.”
It has a “cover.”
It’s an odd size, doesn’t print well.
It feels like a book.
Credibility.
(4) Fourth, he did something brilliant on page 23, he provided an on-ramp of action for the reader.
He identifies six kinds of people who will benefit most from Squidoo and tells them what to do. Again on page 27, he shows 10 more examples of how to make Squidoo work for me as an expert.
It’s providing “direction.”
By giving me a way to see myself benefiting from Squidoo, I’m much more likely to take action.
Brilliant.
(5) Fifth, and arguably the most important thing to learn here, he “shipped it.”
Getting your “thing” out there is 80% of the battle.
Forget perfect.
Complete it.
Ship it, now.
- Ramon Williamson
P.S. I noticed someone actually selling this book for 99 cents on the kindle citing “creative commons.” Anyway, if you want a copy of the free e-book, save your 99 cents for the app store, download it here: Everyone’s An Expert (About Something)
Enjoy!
