The first thing you should understand is that the E-Myth has taken over the way people think about what it takes to succeed in life. People are taught that they can’t be successful unless they are wearing a certain dress, driving a particular car, or having a certain job title. The truth is, everyone has the potential to be extremely successful in life and the key to doing this is having the ability to trust yourself and knowing what your own personal needs are. If you are someone who has experience in a given field then you can just wear it as a costume and pretend that you are what you are not without it being 100% you. However, if you don’t have any experience at all then you have to figure out how to develop the expertise, the authority, and the trustworthiness to actually gain these things.
First, we have to look at the word expertise. In order for something to be considered expertise in an arena we have to know what is involved. This means that not only must the person be experienced but the method as well. For instance, the author of the e-book we are discussing here could be an expert in social marketing, but if she doesn’t have any real life experience in that area or hasn’t developed her own style or brand then she would end up sounding like a broken record on the internet. That’s why quality raters come in handy, because they are very detail-oriented and know how to tell what works and what doesn’t.
Second, we have to look at the quality raters themselves. If you really want to impress quality raters then you have to be able to back it up with some actual expertise in the field that you are trying to impress. That means having first-hand experience in whatever it is you are claiming you are an expert in. That includes being a part of some sort of website that has actual authority in whatever it is that you are trying to sell. The first step you have to take, before anybody reads your e-book or anything else that you have to say, is to have some sort of online presence or credibility, because a quality rating system is not supposed to just measure an author’s talent, but their competence in the field.
Third, we have to consider whether or not a website’s search quality evaluator is credible and honest. There are many ways to evaluate search quality. A good high-level e-commerce rating system will have a strong reputation and good track record for reliability and integrity. This should go a long way toward convincing any reader that you are not only an expert, but that you are also trustworthy and worthy of trust.
Fourth, you should remember that it is a human characteristic known as our tendency to err on the side of caution. This is why we so often associate trustworthiness and credibility with established authority figures. This is one of the reasons why Google and other search engines are so skeptical of so-called “fake experts” such as e-book sellers who use ghost authors and create keyword stuffed e-books to drive the search engines. You don’t want to be associated with someone like that, do you?
Finally, make sure that the quality standards of the site are not inconsistent with the value that the page delivers. An e-book that has poor grammar, poor structuring, and inconsistent page quality will not earn you any points, and it probably won’t sell. Making sure your authoritative page has all of the above guidelines, and offers a reasonable amount of information that is both useful and interesting to your visitors, will get you well on your way to earning the trust and credibility that you so desire. Eat, believe, love – and perhaps even sell some e-books!
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