Turning Knowledge into “Know-how”

Oct 18, 2010 by admin

By Jimmy Krug -

Knowledge is having the facts. “Know-how” is what you’ve accomplished with the knowledge in your own, personal experience. For example, just about everyone knows how to lose weight by dieting and/or exercising. There are a variety of ways and methods you can use. “Know-how” on the other hand – is having done it yourself. Until you accomplish something, all you actually have is book or head knowledge on the subject. Once you have the experience, the knowledge becomes know-how. In other words, you know from experience – how to do it.

This is something I learned from one of my many marketing and publicity mentors I’ve had over the years.  The first time I heard it, I thought, “Yeah, that’s right. I know what to do, but nothing I’m doing seems to working!”

For a long time, I’d pursued knowledge through endless volumes of books and courses. I was convinced at the time that information was an end-all solution to most of life’s challenges.

It wasn’t. Actually, it was just the first step.

It’s not all that much different from making the transition from school to the real world… or from child to adult. You learn in a controlled, or at least a somewhat controlled, environment. Reading a book, hearing instructions, watching a video – these things are learning how to drive a car in an empty parking lot or down an old, dirt road. You can only go so far.

Know-how is secured once you apply what you’ve learned what it takes to get results with the knowledge you’ve accumulated. It’s often developed through periods of trial and error. Know-how is often developed over time through testing different variations of an idea until you finally get it right. This process of “getting it right” becomes easier and easier as your know-how increases.

Why am I talking about this in detail? Because most people seem bent on finding shortcuts and “one, single secret” that will put them over the top with their business ideas… and it just doesn’t work that way.

My great grandfather was an entrepreneur. My grandfather and father were entrepreneurs, too. When my father’s business didn’t get off the ground the way he thought it would back in the 1960’s… he got to the point where he was ready to quit and move on to something else.

My grandfather told him, “Stick with it a little longer, you haven’t kept at long enough to know for sure if this is going to be right for you or not.” My grandfather helped him through a few tough spots and then… it happened. My father’s business hit! He went from making a few hundred dollars a week to $1,500 and more. Knowledge was finally transformed into know-how and the bottom line exploded.

When my turn finally came years later, I had to go through the same process.

Reading books on how to write sales copy will give you knowledge. Actually sitting down and writing sales copy will give you “know-how.” When I used to sit down to write a sales letter, I’d sit back and look at the finished product, thinking – “That’s not me.” It sounded plastic. It took awhile to absorb the concept of writing sales copy without incorporating all the over the top hype we’ve become so used to seeing. In most industries, you simply can’t write a sales letter that sounds like the typical internet marketing sales letter you’re used to seeing in your inbox all the time. Business people who have money to spend aren’t moved by the hype the way average person is. That’s not to say they don’t make emotional buying decisions just like everyone else does (including you and I). They do, but not unless you’re able to “speak their language” first.

You have to be able to spell out the clear-cut benefits for the particular industry you’re targeting.

Right now, more industries than not are in a state of flux and change. The economy combined with the shift to doing everything online has turned many industries on their heads.  The game is no longer – “follow the leader.”The truth is, there’s never been a better time to become one yourself – in your own niche. Many entrepreneurial types waste valuable years of their lives chasing rabbits down rabbit trails. And you’ve probably already come to the conclusion – rabbit trails end up being roads to nowhere. They’re time thieves that keep you from focusing on what’s really important.

While it’s true that you be good in many areas, it’s also true that the tradeoff may ultimately cost you greatness in one. Developing the know-how to achieve great results in a single niche may take some time. But even if it costs you two years of your life, you have to ask yourself the question… what would you be doing in two years, anyway?