Hi,
Was going over a quote with a prospect, covering the different points and what was going to happen in every stage of us working together.
At every stage she said something along the lines of:
"yeah, I read about that"
"oh, I saw a video on that"
"yes, I remember seeing that in a blogpost"
This happens a lot. I've been in the same position many times.
You want an end result. Let's say you want to rank higher in Google, right?
So you do what most motivated high achievers would do. You decide to look into it. Get a feel for what would be required to do this.
You do research, read up, watch videos. Probably try out some ideas as well.
Especially because every YouTube video tells you:
"JUST DO THESE 4 THINGS AND YOU'LL BE NUMBER 1 AND YOU'LL MAKE A MILLION DOLLARS AND YOUR MOTHER IN LAW WILL ALSO FINALLY APPROVE OF YOU!!!11!!"
(solid headline right there)
And then you do those magic 4 things that the YouTube man told you to do.
And it's not enough. Things barely move. So you go back to the drawing board.
This happens a couple times.
Maybe you ask Grok or ChatGPT or Claude or whatever AI gobbledygook name you use. And it proceeds to absolutely BURY you in information.
But that never really gets you to where you want to go.
You know why?
Because...
....
<drum roll>
INFORMATION SUCKS.
It's the worst. Because it doesn't DO anything.
There was a time when information was really hard to get. And because it was scarce you could actually hoard it and use it to get an edge.
But the Internet put that edge on life support. All of a sudden all the info in the world was available.
And then AI came along and Hulk Smashed any remaining edge to information into oblivion.
So we're now at a point where information by itself is useless. Only practical application works these days.
So you end up with this:
information + time invested in practical use + learning from repeated mistakes = expertise.
Information has no real value without practical application and experience. We call this expertise. And expertise has actual value.
Because it's hard to get.
You're an expert at what you do. I'm an expert at getting clients through Google and Meta.
If we both keep sharpening our expertise we just increase our edge more and more over time. Which is what we want to do as business people.
Information sucks. Expertise is great.
Talk soon,
Arno
P.S. If you want to work with me and my team, here's a video that I made that goes over what we do: https://profresults.com/gbp
