I'm sure you've seen those interviews on TV where they ask a newly famous film or music star what the secret of their overnight success has been.

In pretty much every one I've seen, the star smiles wrly and explains that their “overnight success” is a result of at least a decade of hard work.

I've found the same to be true in our world too.

People who become “famous” – perceived as leaders and experts in their field – always put in the work.

I remember a few years ago when I realised my work was beginning to have an impact. I was actually having a coffee in our local M&S and browsing the web on my phone at the time.

I was reading Barbara Walters Price's blog. Barbara's the SVP of Marketing for Mercer Capital and a very smart cookie indeed. I checked out her latest post and found that it began with the phrase “Ian Brodie, whom I very much admire…”.

Gulp.

I actually called Kathy over to make sure I hadn't misread.

How did the SVP of Marketing of a firm literally an ocean away get to even hear about me, let alone admire me?

Of course, she found me via the web.

But while the magic of the interweb had allowed Barbara to stumble across me, what led her to value what I do and to form such a positive impression was the work I'd put in.

Put up a website with some nicely written copy, testimonials, descriptions of your services, and people will find out about you.

But what gets them to think you're good at what you do, that you're an expert they want to work with, is the work you put in. The blog posts, videos, audios, and webinars.

Of course, there are shortcuts.

But there's no getting away from the fact that you need to work at it.

To become an overnight success, you've got to invest your time (sometimes your money, but mostly your time).

And you've got to invest it wisely in the activities that are going to build your reputation as an expert. Rather than just the ones that come easy or give you instant gratification.