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Be The Expert
October 7, 2007
The other day in my post entitled Add-on Sales Tips, one of Nika Stewart’s tips was about Area Rugs:
Many homeowners have a hard time choosing rugs, and they will appreciate you taking away their struggle.” Some clients are passionate about a particular area rug and the process moves in reverse. The design of the room starts with the rug as inspiration for the design.
Now, as reported in The Tigard Times, Suzanne Gallagher, the Wall Design Diva, advises “Start with Art.” Instead of decorating a room starting with the color on the walls and the furniture, find art that speaks to you and choose the design of the room to work with the framed art.
“I believe that the art is the soul of the room,” says the mother of three. “It’s one of the things that expresses your true soul.”
She had been doing presentations on wall design for Beards Framing store managers and there was just too much information to impart and so little time.
She thought to herself, she says, “I can’t give all the information that you need to be educated about art, so I’ll just write a book.” The Fine Art of Wall Design” was a labor of love, and Gallagher published it herself.
“My book is very conversational,” says Gallagher. “It can be read at one sitting – a three-hour plane trip or something.”
She did a careful study of the books on store shelves. She wanted it to be the right size and shape. “The Fine Art of Wall Design,” for those taking notes, is 9 inches wide and 7½ inches high, great for displaying art inside.
The bottom line of this post is this: Suzanne wanted a way to position herself as the expert. She had gathered specific knowledge that she was sharing with her clients, making them better informed consumers, a good marketing tip by the way, and the book was a way to accomplish her goal.
The internet and the publishing industry are being democratized. More and more ways are opening up to give you a way to share your knowledge that positions you as the expert. All these new channels of communication require content. The expert in you can be some of that content. Just like Suzanne Gallagher.
Thoughts? Email them to me at landfair3554@comcast.net. And...check out my other blog Landfair Furniture (Blog).
Posted by Mike Landfair on October 7, 2007 | Comments (0)
