EP 239: What’s Your Non-Subject Matter Edge?

October 26, 2021 Bobby Klinck
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Last week we talked about the fact that you actually do need subject matter expertise to run a business. But that’s not all you need. Today we’re going to talk about the expertise outside of your subject matter that you need to master in order to build a successful online business.

What You'll Learn in Today's Episode

  • There are multiple kinds of expertise you need in your business
  • Yes, you need to be an expert in your field, but you also need other kinds of expertise
  • Front-end marketing 
    • You need to be able to attract an audience
    • You need to master your messaging
    • You need a general understanding of the process of marketing
    • You also need content expertise
    • This is about presenting information in a way to attract people
    • You need to create content for the level where your audience is
    • You need to build skills in delivering your message (written, audio, and video)
  • How you serve your customers
    • In addition to the basics, you need to deliver a “wow” experience
    • This is one of the most important parts of business
    • Your service will cause people to tell others about your business
    • Overdelivering is critical
    • Marketing happens after the sale too
  • Operations
    • Processes and standard operating procedures are key
    • Efficiency matters so you can do more with what you have
    • Systems can help you scale faster
    • Efficiency allows you to be more agile in your business
    • Systems help you maintain better service
  • You don’t need all of these right away
  • You need to focus on serving people at a baseline level and build from there
  • For service businesses, start with operations and work backward
  • For coaching and courses, start with front-end marketing
  • Once you’ve built your expertise, you’ll spend less time doing and more time working in these non-subject matter areas