The 7 Reasons Why Published Retailers Are Wildly Successful

Author = Expertise
Expertise = Success

You just read the headline and said, “Come on, this doesn’t apply to me. I got a C in English”. Or you are saying, “I hardly read any more, other than the newspapers and my magazines. How could I ever write a book?”

Trust me, you can and you will not believe what will happen to you if you do. I know because I felt the same fears you are feeling. It was almost comical (I had to attend summer school for English) to think I could be a published author. This is something I am keenly knowledgeable about because it happened to me.

I had no inclination whatsoever to become a published author and be so successful that I would give up a multi-million dollar store to actually do it full time. I have now written 17 books, published by 14 different publishers in over 20 countries. Yet, I will never have one word leave my office until it is proofed and edited -- no one is hiring me for my grammar. They are hiring me for my knowledge, expertise, and content.

YOU HAVE KNOWLEDGE - YOU HAVE EXPERTISE - YOU HAVE CONTENT ENOUGH FOR MANY BOOKS.

As I get closer to slowing down or changing my emphasis, I want to share with the world every secret I have, every tool I have used to create the multiple successes I have experienced in my life. I live on two golf courses -- five months in Boston and seven months in Orlando. I have invested wisely and I will only speak where I want to, work where I want to, and write what I want to write about.

I want to write about this silver bullet that can revolutionize your business almost instantly. So here are:

The 7 Reasons Why Published Retailers are Wildly Successful
And
The 7 Steps To Writing a Business Building Book (next week’s article)

The 7 Reasons Why Published Retailers are Wildly Successful

Step 1, World-wide confusion. The world is getting more and more confusing. We constantly have to learn something new almost everyday. For example, the iPhone is coming out and there will be people who will make a fortune writing and teaching people how to use it. Customers will flock to your store if you position yourself as the expert. We can’t be knowledgeable in everything. There is just too much to learn. We need an expert.

Step 2, Your industry is more complicated. Garden centers have more plants to know about, Apple stores are selling things that come with 100-page manuals, jewelers are developing new uses for precious metals all of the time and the customers need help. Even apparel manufacturers are selling fabrics that the average person knows nothing about.

Step 3, Margins are better. Customers will pay extra money in the right situations. Knowledge and expertise are some of the reasons customers pay extra money for the expert. People believe that if they pay more, then they can expect more for their money. They believe that experts must know what they are doing, so the expert gets paid more.

Step 4, Price deflection. The focus is away from price and is now about performance. We need experts to write about their area of expertise because it is the fastest ways to raise prices since the customer is simply focusing on something else.

Step 5, Trust. You will gain immediate trust since we pay extra when we trust someone or a company. We feel our money is safer in a place we trust. Trust comes through knowledge and experience and customers spend extra money in a place they trust. They pay extra for brands because they trust them. Industry experts who are authors automatically gain that trust.

Step 6, Your image. This will change immediately. You are a published author. As I like to put it, before I wrote my first Dummies Book, I was a dummy. After I wrote the Dummies book, I became an expert.

Step 7, It’s positioning not promotion. It used to be that the best promotion got the business. It’s not that way any more. It is how we position ourselves in the market place today. Customers seek out specialists who can do the job.

Look forward to next week when we talk about the “7 Steps to Writing a Business Building Book”. Have a great week!