I’m looking for someone to dig ditches.
How many responses do you think I’d get from an advertisement like that, if I placed it in the daily newspaper?
My guess is: plenty.
And most would be more than capable of doing the job.
That’s why I wouldn’t have to pay much.
Why? Because most people of reasonable strength can dig ditches.
There’s plenty of supply and limited demand.
But I’m not looking for anyone to dig ditches.
I am always on the lookout for sharp copywriters… Or telemarketing & sales guns…
But they are far harder to come by.
I’d also have to pay them more.
Why?
Because they have specialised knowledge and skill.
In fact, every job that gets paid well requires that…
Being a doctor.
Being a lawyer.
Being an accountant.
Is there a them here? Yes…
Specialised Knowledge = money = great lifestyle. No knowledge = no money = terrible lifestyle.
I was chatting with a client a few months back who said, I wish I could find more good copywriters… because then I wouldn’t have to pay you so much.
That sort of honesty is refreshing, yes.
And it also goes to show that the more specialised your knowledge, the more you get paid.
That’s why specialist doctors get paid more than GP’s.
It’s why – if you can get results like this – your customers will be happy to pay you more.
And it’s why you should get your hands on this little gem of a program – because as a business owner – there’s no more important knowledge than knowing how to get your phones ringing off the hook through a concept you come up with in your head.
The post Specialised Knowledge is the Key appeared first on Scott Bywater.
