Issue #12 - How To Get Paid For What You Know

Read Time: 5 Mins 

If you want to build a fulfilling and profitable career on the internet without selling booty pics on only-fans this email is for you.  

To build a career online, as a creator, it's important that: 

1. You are an expert in your industry 
2. You are seen as an expert in your industry 

The expertise will allow you to help people and get paid for it. 

The perceived expertise will allow you to build an audience, attract opportunities and command high prices. 

I will break down the fastest way to do both in this email. 

Let’s start by defining what an expert is. 

An expert is a person who has a high level of knowledge or skill in a particular area or subject. Experts often have a deep understanding of the subject matter and can offer insights and solutions that may not be readily apparent to others. Experts are typically seen as authorities in their field and are often sought out for their expertise and opinions. 

How To Build Expertise Quickly 

Step 1 - Decide what you are going to be an expert at 

Before you can become an expert you have to choose what you want to be an expert at. In business-lingo, this is often referred to as niching down. I won’t dive into the process of niching down here but making this decision about what you want to be an expert on will allow you to focus your efforts and resources on becoming knowledgeable and skilled in this specific area. 

Step 2 - Develop Horizontal Understanding 

Horizontal understanding refers to a broad understanding of the field you are in. For example, if you are a nutrition expert, you should develop a basic understanding of health and how the human body works. 

Horizontal understanding will give you the mental framework you need to learn, understand - and more importantly - be able to effectively communicate ideas within your field of expertise. 

Step 3 - Develop Vertical Understanding 

Vertical understanding refers to a deep understanding of the specific thing you are an expert at. 

Utilizing our previous examples, a nutrition expert will vertically study things like nutrients, micronutrients, food allergies, different kinds of diets, how to treat specific diseases with specific diets, diets for sports performance, etc. 

Pro-tip #1 - My favorite way to develop horizontal and vertical expertise is through reading. I recommend buying and reading the top 10 books in your industry. Then let those books guide you to other books. 

Pro-tip #2 - Study the people and the works of the people that birthed your industry. This is the best way to master the fundamentals and develop a bulletproof foundation. 

Step 4 - Identify & Fill Gaps In Knowledge 

Once you feel like you have a pretty good understanding of your field, ask yourself, what in my field do I not understand? 

Make a list, and start developing expertise around the things you do not understand. 

This process might take years. That's okay. Good things take time. 

Step 5 - Apply Kwoledge IRL 

"The Map Is Not The Territory" is a mental model that reminds us that our understanding of a concept or idea (the "map") is not the same as the actual thing itself (the "territory"). 

So far you have been working on developing your expertise and understanding of a particular subject (the "map"), but now it's time to put it into practice in the real world (the "territory"). 

You can do this by offering to help a friend, family member, or even a business for free, with the goal of gaining real-life experience and fine-tuning your understanding of your expertise. 

The more you apply your knowledge in the real world, the more accurate your "map" of the "territory" will become. 

Step 6 - Refine Expertise Through Continual Learning & IRL Feedback Loops 

Becoming an expert is a journey without a finish line. 

Industries evolve. New technologies are born. Times change. 

That's why when you become an expert you are making an oath to becoming a life-long learner. 

Make it a goal to stay on top of your field. 

Subscribe to industry publications, blogs, and sources of high-quality, up-to-date information. 

As you start applying your expertise IRL you will also gain valuable data on what works and what doesn't. 

Use this data to refine your expertise mental models. 

How To Build Perceived Expertise Quickly: 
 

Step 1 - Develop A Unique Perspective (U.P.) 

A unique perspective is your point of view on your field of expertise. 

It’s important that you develop a U.P. as it will allow you to differentiate yourself from every other expert in your field. 

When you have a U.P. you are not saying what every other expert is saying. You are showing up with a different and refreshing perspective. 

When people come across you they say - “Uhh! This is new, interesting, and thought-provoking. Who is this person!?” 

A U.P. is the easiest way to establish your authority and credibility as an expert. It shows that you have thought deeply about the topic and have something valuable to contribute to the conversation. 

To start developing your U.P. start thinking about and answering these questions: 

• What’s important? 
• What drives results? 
• Where is the field evolving? 
• What are people not seeing? 
• What should people be focusing on? 
• What should people not be focusing on? 
• What are common mistakes people are making? 

It’s important to note that your U.P. is not something you develop in an afternoon. 

It’s a culmination of - (horizontal learning) x (vertical learning) x (IRL experience) x (reflection) x (time) 

Step 2 - Communicate Your U.P. With The World 

Once you have a U.P. It's time to share it with the world. 

This is how you are going to build your brand and positioning as an expert. 

It’s also how you will be able to clarify and crystalize your ideas. 

I recommend writing, before speaking. 

Writing allows you to organize your thoughts into meaningful and compact ideas. 

My system for doing this is this newsletter. 

More often than not, when I sit down to write this newsletter, I come here with the building blocks of a BIG IDEA. 

Through writing, I make those building blocks into something tangible that can be shared. 

I then take these ready-to-serve ideas and share them with the world in the form of micro-content on Twitter, and Instagram. 

That’s my content distribution system and how I communicate my U.P. with the world in a couple of sentences. 

Step 3 - Strengthen Your Expert Positioning 

A U.P. is the foundation of your expert positioning but that alone won’t do it. 

To be seen as a true expert you also need: 

• Social Proof: Testimonials and reviews from satisfied customers. 
• Case Studies: This is how you will show the world that your U.P. generates results. 
• High-Quality Content: Good audio and video are a must. They communicate as much as your words do. 
• A Professional Web Presence: This helps establish your credibility and professionalism as an expert and makes it easier for potential clients to find and learn more about your work. 
   
   

Step 4 - Consistency 

“Dripping water hollows out stone, not through force but through persistence.” ― Ovid 

The last step is to show up for a long time. 

This is how you will build a brand, trust, expert positioning, and ultimately - your business. 

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That my newsletter friends is how to develop your expertise and positioning as an expert. 

If you want to build a creator business, get paid for what you know I highly encourage you to check out Accelerator. 

It's a 1-hour mini-crash-course into the world of Creator Businesses. 

I also have a mastermind full of creators building creator businesses. 

If you are interested in learning more about this mastermind, reply to this email and let's see if it's a good fit. 

That's a wrap for this one. 

Love,  

Abraham Casallas