[NOTE: The following post was written as part of the copyblogger essay contest in 2013 where the subject was "Why is online authority essential?" – As you will see, I disagreed with the premise behind the question. Needless to say, I was not a winner of the essay contest].
So you want to build an online business but don’t know how to market yourself? Easy!
Just follow the “internet experts” and create cornerstone content. Then develop your copywriting chops. Once you begin writing powerful headlines and strategically placed calls-to-action, you’re ahead of most people. Just don’t forget to use the seven basic plots of storytelling to captivate your audience.
That almost always gets them.
Once your website is in place (outsourced to the Philippines), just build an email list of 1,000 names, split test different monetization strategies, and voilà, you’re an internet entrepreneur.
Why the sad face?
I’m no expert, but may I share an audaciously simple alternative?
All you need is love. Really. Love is all you need.
Nobody cares about you, your titles, your subject matter expertise or your reputation as an authority if you can help them make the change they seek.
Love your work and let it shine. Don’t celebrate following the “rules” and orthodoxies that your peers use. That’s efficiency, not inspired work. “Work is love made visible.”
Love those you touch with your work. Get over yourself. Don’t create to impress, but to help, to change, to move people from frustration and paralyzed fear towards hope, confidence and transformation.
You have a gift. It may be explaining math. It may be creating origami art. Whatever your gift, it’s essential that you share it online with an abundance of love.
And if love scares the crap out of you, just call it leadership.
Screw authority! Love those you touch with your work.