The Perfect Expert Model: Explained
I want to share with you a strategy that I have been developing for over a year.
This is a strategy that has revolutionized how we do business internally, and how we do business for our clients.
It’s a strategy that is absolutely going to revolutionize the way YOU do business too.
…You can thank me after the big-ticket sales start rolling in!
It’s called the Perfect Expert Model.
Before I go into detail on WHAT the Perfect Expert Model is, and WHY it’s going to revolutionize the game for YOU, let me give you some quick history.
Sometime around 2013 or 2014, the entrepreneur bug got me.
I was a voracious reader – I was at a Barnes and Noble and I saw Tim Ferriss’ book, The 4-Hour Workweek.
Something about the book resonated with me. I didn’t necessarily want a 4-hour workweek…but I did want to use my skills to make money.
So…I came up with a list.
I came up with a list of things I was good at.
On the top of that list was my profession at the time: Engineer.
I had developed my own way of passing the Fundamentals of Engineering exam. This exam is a big deal in the world of engineering – it’s one of two exams that an Engineer has to pass in order to be licensed as a Professional Engineer.
Simply put, this exam was problematic for a LOT of people.
I knew that I could market my techniques in order to help others pass this exam.
So I did.
Within a couple of weeks I had written a short, 30 to 40 page, book (30-Minute EIT: How to beat the FE Exam without beating your head…), launched it, and self-published it on Amazon.
It gained traction quickly. It got good reviews, and it sold.
It wasn’t making me money.
I realized that I wasn’t properly monetizing my expertise.
I thought to myself…
I can help people solve this problem by writing this book, maybe I can develop a course.
Maybe I can charge a few hundred bucks and offer my own crash course to help my fellow Engineers pass this part of the exam.
I thought…I’m GOING TO GET RICH!
I hired a mentor, made the course look pretty, the whole 9 yards.
Ok cool, how do I sell this now? I drove paid traffic to the course, did webinars, and did what I could in order to reach the type of people that would purchase my course.
At the time, I didn’t feel like it was very successful…in reality, I was slightly ahead of breaking even, but it wasn’t bringing me the type of money that I had expected.
People were reaching out to me and asking if I offered 1 on 1 help to pass the exam.
I started offering my personal 1 on 1 expertise to people for $997.
It was a tough sell, but, people realized that my expertise would make them more money once they passed the FE exam. It was worth it.
And here is when I started to realize something huge…
If I changed the level of intimacy and the delivery method, people would pay me MUCH more.
I went from marketing this knowledge in the form of a 7-dollar book to marketing the same knowledge in the form of 1 on 1 expertise for nearly 1000 bucks.
I was still selling a CORE product: my strategy to pass the FE exam.
This is the main idea behind the Perfect Expert Model.
Instead of taking the time to generate small products, selling them, building an audience, and then getting that audience to buy higher-ticket products, everything is revolving around ONE CORE product or service.
You can typically market your core product or service in three ways (think of a pyramid):
Bottom-Level -> Do It Yourself -> “Buy my book and you will pass the exam”
Mid-Level -> Do With You -> “Join my course and I’ll help you pass the exam”
Top-Level -> Do For You -> “I’ll personally make sure you pass the exam”
The bottom level of service, DIY, costs the least. This means that it will attract the largest audience.
The top level of service, DFY, costs the most. This means it will attract a smaller audience.
This is where people get stuck: How do we market this to these 3 different audiences?
People in online marketing tend to think that you need 3 different funnels to market each type of product delivery.
What do all three of the offers (DIY, DWY, DFY) have in common?
They are all speaking to the same market.
Which means that the marketing language can be the same for all 3 offers.
And that means that all of your offers can be condensed into a SINGLE funnel.
So the question is…how do you build ONE funnel that is attractive to all THREE tiers?
You market to the highest level.
Everyone WANTS a DFY service, regardless of it they can afford it.
When you market to the TOP, you are including EVERYONE who is interested.
On the flipside, if you are only marketing to your lowest tier, you are excluding the higher levels.
Because the audience who CAN afford a DFY service wants to save time. They don’t want to purchase a book or enroll in a course and spend their time learning how to do it themselves.
Again…Everyone WANTS a DFY Service.
Assess what level of service your audience wants by asking them.
Find out what their budget is.
This will identify what level of service they will potentially be interested in.
Once you identify their needs, you can cater your level of intimacy and how you deliver the product to them.
This is the Perfect Expert Model.
It’s done BIG things for me, and I KNOW it’s going to change the way you operate!
(This blog post is part of our Wakeup Wednesdays series that you can catch LIVE every Wednesday on our Facebook Page)