Defining the "Silver Bullet" in Your Information Business

Ferny and I were having dinner the other day with some other
top online marketers and shooting the breeze. 
We started talking about how most people don’t end up doing ANYTHING –
despite how badly they want to realize their dreams (or rather, how much they talk about how badly they want to
realize their dreams). 

Here’s the thing I discovered.  These people tend to fall into two
categories:

1. They
   are just too stinking lazy to do anything but feel like the act of buying
   something solves their problems
2. They
   are just plain overwhelmed by information and are looking for that simple "silver bullet" that they can execute with elegance and ease

About
Category One...

I don’t recommend you worrying too much about category
one...  You would lose sleep trying to drag
these people to success and odds are, they’d just wear you out.  Heck, even if we bashed them over the head
with all the information they’ll ever need to make all the income they’d ever
want, and all they needed to do was add a bit of their sweat and elbow grease,
they would still not do anything.

I say let these people do their thing – heck, if it makes
the happy and feel better about themselves, great.  You can only hope they come around someday
but it’s not up to you to make that happen.

No, you see, the group I am much more interested in is
category two.

Something About the Other One

These people have a sincere desire to succeed.  They are soaking everything under the sun
related to their pains, all in a search for their solutions.  Here’s the thing though, in their searches,
they get twenty-five bazillion “experts” hawking at them.  These experts are constantly trying to out do
one another in order to position themselves as the true expert.

Information Overload

And how do these experts do that?  They just pile on the information they are
providing.  Heck, they don’t stop there,
these experts start piling on other
people’s information as “bonuses”.  They
figure they’d smother the reader (our category two person) with information
which will make these experts seem even more... well, expertly!

You can imagine the reader’s head just starts spinning like
an endless Mary-Go-Around in this bombardment of information from every
direction.

They are indeed smothered with information.  These experts succeeded, they’ve certainly established themselves as the
authority. 

Good for them.  Or is it?

Michael Jordan Would be Guilty Too

Let me put this in perspective for you. 

Let’s say you’ve never played basketball
before and you had an awesome opportunity to sit down with Michael Jordan one
day to discuss basketball strategy.  And
let’s say he spends that entire day going on and on about everything he knows
about basketball – how to run screens, how to use the shot clock, how to draw
fouls while shooting, how to run the ball through the 1, the 2, before getting
it to the 4, etc.

Imagine how in awe you’d feel...  I mean, for crying out loud, this is Michael
Jordan you are talking to!  Surely he
knows exactly what he’s talking
about and what he’s spewing out, all these basketball secrets, is just pure
gold!

But how does this help you? 
You barely even know how to dribble. 
Let along run screens. 

You can see how this can be categorized as "nice information
to have but I have no idea how the heck I can implement it right now".

So you cram that info on the shelf and you continue your
search for knowledge – that REAL "silver bullet".

The Missing Element

Now... on the other hand, let’s say you sat down with a
no-name coach – someone who knows how to break it down for you day by day,
skill set by skill set although he’s no NBA superstar.  He takes you through the basics first –
dribbling, shooting, defending, etc. 
Then he takes you through the next step – layups, pump fake, and so
on. 

Does it really matter that much that he’s a no-name coach
and have never played for the NBA?  Not
so much as long as he knows what he’s talking about and just as importantly,
knows how to lead and guide you, a
budding beginner.

I always say, just because someone knows doesn’t mean
that person knows how to teach.  And this is just as true in the internet
marketing world where so many are positioning for the “expert” status that they
lose sight of the “teacher” status.

Give Them the "Silver Bullet"

The people in category two may or may not know that a "silver
bullet" really doesn’t exist.  But some
times ignorance is bliss.  Don’t bother
them with all the nitty-gritty detail up front. 
Feed them just enough for them to get started and just the beginning of
the actual journey.  And over time, feed
them more and more.

In the sea of experts loaded with information, make yourself
stand out by breaking information down into digestible chunks and spoon-feeding
them to your clients.  THIS is the perceived silver bullet. 

THIS is what these people are really looking for.

I don’t care if you are Michael Jordan.  If you can’t break down the fundamentals and
the making of a super star basketball player to a newbie, you can’t help anyone
get better, period. 

So forget about smothering people with you amazing wealth of
knowledge and start holding people by the hand and show them the way, one step
at a time.

To Affinity and Beyond,

Raymond Fong

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