Yesterday’s “newbie” email really caused a ruckus.
And it also prompted a great question:
“Ben, I am new to my business, and am learning more every day. But I don’t want to come off as a newbie in guru clothing as you called it. Should I not demonstrate my knowledge then? And if so, what should I do?”
Mayhaps a bit of explanation is called for.
I’m not saying NOT to demonstrate your brilliance. That’s actually a pretty solid way to build credibility. What I’m saying is, before giving someone advice (especially if they didn’t ask for it), you need all the facts, first.
In other words, you have to ask questions.
LOTS of questions.
The people I mentioned yesterday did not do that.
They just charged in guns blazing with silly (and, in this case, ignorant) assumptions based on their own experiences or what they heard some goo-roo say.
Bad idea.
At least, if you want to make a real impact on someone.
Why?
Because it’s like “A List” freelancer Doug D’Anna said in his Copywriting Grab Bag interview:
“How can I offer a marketing critique for a product or a prospect I am 100% unfamiliar with?”
In other words, you have to be like a doctor:
You ask questions FIRST, then give your “diagnosis.”
That’s why (for example) when I do sales letter critiques, I don’t even look at the customer’s ad until they fill out a multi-page questionnaire about their market and their customers.
Otherwise, how can I possibly give them the right guidance?
Without asking questions first, my advice is worthless.
This is important stuff if you want to position yourself as a “for real” expert about whatever you sell.
It’s foolish to try and be a know-it-all.
Instead, be an “ask-it-all.”
It may not seem sexy, but it’s what separates the pros from the wannabes.
You can learn more about asking questions (and which questions to ask) in the upcoming “Crackerjack Selling Secrets” book:
Ben Settle
