If You’re an Information Marketer, You MUST Know How to TEACH!
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I just got an email from an old coaching client. He had come to me many years ago for coaching in the field of info marketing. He is a Phd and is an extremely bright guy. The problem is that he can’t teach. It’s not that he doesn’t know his material well. This individual just doesn’t know how to communicate his brilliance to others.
This is a problem.
No matter how much you know, if you’re a teacher, it’s ALL about “information transfer.” This is the ability to take what I know and PUSH it over into YOUR brain.
The issue here is that there are two VERY different things involved. Being savvy and knowledgeable in your field is one thing. Being able to TEACH what you know is something else entirely.
For me, I’m a guy with a decent level of intellect. I’m no genius, but I’m fairly bright. The ONE thing that I’ve been blessed with is the ability to do the information transfer “THING.” So, with me, or someone like me, here is what you get. You get someone who isn’t THE brightest bulb in the pack, but you DO get someone who can transfer virtually ALL that information into someone else’s head.
This is one of my FEW natural talents. And, this is important for YOU to understand if you market and sell info products.
IF you are THE PERSON in your field of expertise, that’s great. In my case, I’m ONE of the top people in my field of information marketing. The next step, if you’re going to put together a program to sell to others is to assess if YOU are the right person to do the actual TEACHING. You may be. Then again, you may NOT!
This assumes that your objective is to have the greatest number of people be able to USE your product and actually DO something with it. I don’t make this statement flippantly. There are MANY info-marketing gurus who will suggest that you should create a product that confuses people and makes (or forces) them to buy your NEXT program. And so on, and so on.
We’ve all seen SCHEMES like this one.
I’m suggesting that if you know MORE about a topic than 90% of the people in your field, YOU have the right to create products in that field. You do NOT have to be THE GUY (or GAL) in your field. All you need to be is in the top 10%.
What I am suggesting here is that you have to know how to TEACH. This assumes that you agree with me that a GOOD info product is one that actually gives people the tools to DO what you claim it will. Again, many well known gurus in this field preach a different strategy than I do. One that I find unethical.
So, you’re in the top 10% in terms of your knowledge in a field. Bravo. Now the question is, do you know how to TEACH? Some people do and some people don’t. My Phd. friend I mentioned earlier does NOT know how to teach. The PROBLEM is that he doesn’t KNOW that he doesn’t KNOW how to TEACH.
He has deluded himself into thinking that he’s a good teacher. He is not. Everyone who I’ve ever had listen to his teaching walks away feeling that he’s a brilliant guy, BUT, they had NO IDEA what he was trying to tell or teach them.
YOUR first step, if you’re in the top 10% (in your field) is to HONESTLY assess your abilities as a TEACHER. To keep things consistent, ask yourself if you’re in the top 10% as a TEACHER. If your answer is YES, then you should be creating your own info products. POSSIBLY on your own.
If you’re not in the top 10% as a teacher, then you need to admit that fact and get help. Teaching skills CAN be TAUGHT. I teach them. And, YOU can learn them.
In conclusion, you’ve got two things to think about when you consider putting together an info product.
FIRST, do you know your topic better than 90% of the people in your field? SECOND, are you in the top 10% of people who can TEACH this topic? If you answer YES to both of those two questions, you should CONSIDER producing your info products on your own without my (or anyone’s) help.
If you aren’t in the top 10% of people in your field, then you need to do more studying and research to get yourself into that top tier. If you’re not in the top 10% as a teacher, get yourself some training. You may find that you pick it up quickly. After you get the training you can do it all on your own. If you don’t feel comfortable as a teacher, no problem, find someone to work with you.