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Tables of Contents for Become a Recognized Authority in Your Field
Chapter/Section Title
Page #
Page Count
Preface
What is a Guru?
1
20
Defining ``Guru''
2
4
Do People Like or Hate Gurus?
6
2
Are Gurus B.S. Artists?
8
3
Benefits of Becoming a Guru
11
2
Who Qualifies for Guruship?
13
4
Case Study
Roger Parker Reinvents Himself as a Guru
17
2
Why Our Society is Enamored of Gurus
19
2
How to Join the Guru Elite
21
22
Philosophy
21
1
Guru vs. Mini-Guru
22
1
Attitude
23
2
The Guru Attitude
24
1
Ethics
25
1
Methodology
26
1
Knowledge Base
27
1
Market Niche
28
2
The Invented Term Strategy vs. the Fit-a-Category Strategy
30
2
Action Plan
32
3
The Sixty-Day ``Become a Guru'' Action Plan at a Glance
33
2
The Four Phases of Guru Development
35
1
The Rule of Seven
36
2
Case Study
38
3
Jeff Davidson
41
1
To Sum it all Up
41
2
Articles
43
20
The Secret of the Trade Journal Trade
43
1
What Magazine Should You Write For?
44
1
The Type of Article You Should Write
45
2
Get to Know the Publication
47
1
Making the Initial Contact
48
5
Exclusivity
53
2
Length and Deadline
55
2
Writing Articles for the Web
57
6
Books
63
20
Why Every Guru or Would-Be Guru Should Write a Book
65
2
Which Publishing Option is Best for the Wanna-Be Guru?
67
2
Selling Your Book Idea to a Major Publishing House
69
8
Agents and Publishers
77
1
Writing Your Book
78
1
Self-Publishing
78
3
E-Books
81
2
Information Products
83
22
What Are ``Information Products''?
84
2
Reasons Why Gurus Should Produce Information Products
86
1
Tips for Producing Specific Types of Information Products
87
5
Tip Sheets
87
1
Booklets and Pamphlets
87
1
Special Reports
88
1
Monographs
88
1
Resource Guides
89
1
Manuals
89
1
Books
89
1
Audio Tapes
90
1
Audio Albums
90
1
Power Packs
91
1
Video Tapes
91
1
Paid-Subscription Newsletter
91
1
Software
92
1
How to Design a Catalog Featuring Your Information Products
92
1
How to Sell Your Products Profitably to Clients and Prospects
93
1
How to Use Direct Marketing to Boost Your Product Sales
94
4
Narrow the Focus
94
1
Seize a Subject
95
1
Plan the ``Back End'' Before You Start Marketing
95
1
Test Your Concept with Classified Ads
96
1
The Importance of the ``Bounce-Back'' Catalog
96
1
Create Low-, Medium-, and High-Priced Products
97
1
Let Your Buyers Tell You What Products They Want You to Create
97
1
Be the Quality Source
98
1
Using Small Ads to Sell Information Products
98
7
Newsletters and E-Zines
105
20
The Company Newsletter
106
1
Size and Frequency
107
1
Building Your Subscriber List
108
2
Promoting the Newsletter
110
1
Designing Your Company Newsletter
111
2
Charging a Fee for Your Newsletter
113
1
Writing Your Newsletter
114
4
What Will it Cost?
118
2
Paid Subscription Newsletters
120
2
E-Zines
122
3
Speaking
125
22
Why Gurus Give Speeches
125
2
Finding Speaking Opportunities
127
2
Be Selective When Accepting Speaking Invitations
129
1
Negotiating Your ``Promotional Deal''
130
3
Planning an Effective Presentation
133
3
The Three Parts of a Speech
136
1
Ending Your Talk
137
1
Length and Timing
138
1
Handouts
139
2
Getting People to Take Your Handout Home with Them
141
2
The PowerPoint Question
143
4
Seminars
147
22
Why Every Guru and Would-Be Guru Should Consider Giving Seminars
149
9
Option One: Free Tutorial Seminar
151
1
Option Two: Promotional or ``Product'' Seminar
152
2
Option Three: Self-Sponsored Fee-paid Public Seminar
154
1
Option Four: Seminar Sponsored by a Seminar Company
155
1
Option Five: Speech or Presentation at an Association Meeting or Industry Event
156
1
Option Six: Teaching a College or Adult Education Course
156
2
Will Seminars Work for You?
158
1
Setting the Seminar Fee
159
1
Fees and Scheduling
160
1
Choosing a Seminar Title
161
1
Obtaining the Mailing List
162
2
Controlling Costs
164
1
Self-Promotion at the Seminar
165
4
Public Relations
169
28
How PR Works
169
1
Develop a Hook
170
3
Letters to the Editors
173
1
Press Releases
174
8
Pitch Letters
182
1
Syndicated Columns
183
9
Radio Talk Shows
192
1
TV Appearances
193
4
The Internet
197
26
Do You Need a Web Site?
197
1
What's in a (Domain) Name?
198
1
Guru-Focused vs. Topic-Focused Web Sites
199
3
Building Your E-List
202
1
E-Mail Promotion to Your Web Site Visitors
203
2
Publishing on Your Web Site: The E-Zine
205
1
Publishing on Your Web Site: Articles
205
2
Publishing on Your Web Site: Reports and E-Books
207
1
Your Online Bookstore
208
1
You Ought to be in Pictures (and Audios and Videos)
209
1
Online Polls and Surveys
210
2
Building a Community of Interest on Your Site
212
3
Third-Party Endorsement Postings
215
1
Networking Online (and Offline, Too)
216
2
Search Engines
218
5
Profiting from Your Guru Status
223
64
Referrals
223
2
Repeat Orders
225
2
Resales
227
1
Investing Your Guru Income
228
1
How to Calculate Your Earning Potential
228
1
Financial Planning for Self-Employed Professionals
229
2
Be a Saver, Not a Spender
231
1
Invest for Return
232
3
Be Frugal
235
2
Time vs. Money
237
3
Retirement Plans and Other Retirement Investments for Self-Employed Professionals
240
1
Tax Deductions
240
3
Health Insurance is the Number-One Financial Problem of Self-Employment
243
1
Life Insurance---How Much Do You Need? What Type is Best?
244
1
Disability Insurance
245
2
Appendixes
A Bibliography
247
6
B Recommended Vendors
253
10
C Sample Documents
263
24
Index
287