Authors, consultants, and other leaders in the professional service space want to do one thing and do it better than anyone else: improve people’s lives. Since there isn’t (yet) a magic potion to help you achieve your goals, entrepreneurs and experts can’t instantaneously create positive changes in your life at the swipe of your credit card. They can’t do the work for you. 

They must be genuinely knowledgeable about what it takes to help you achieve your goals. They have to be able to prove results from experience, and they have to persuade you to follow their strategic advice.

They have to influence you to take their advice and do the work.