Could you build an empire with your SPECIALIZED wisdom?
Why do you think people
pay to hear Dr. Wayne Dyer or buy his books? Or Martha
Stewart, Dr. Phil McGraw, Dr. Andrew Weil, or the late
Julia Child? These individuals are/were passionate about
their one love and had to share it with others in a variety
of formats: TV shows, public seminars, books, live speaking
appearances, magazine articles, columns, syndicated radio
minutes, magazines, videos, audio cassettes, etc.
But if people can't find you, they can't contact you and
they can't hire you or buy from you. My passion for the
past 30 years (since 1977) has been to position, package
and promote people just like you. I want to see people find
you, contact you, hire you, order from you, pay you,
utilize and implement your advice, refer and recommend you,
rave about you, and return to you again and again for more
of your wisdom.
More and more I'm seeing
individuals like you choose to promote themselves as
experts (good!), but unfortunately I see them using
Internet Marketing Methods that work better for products,
rather than the promotional methods that work best for
selling
advice.
Big mistake. They aren't earning much income. But the sad
thing is; they want to continue using methods that work
very poorly and won't try the different approach that I
offer.
I learned in my marketing and advertising classes at
Kent State University in the early '70s all
about product marketing. I excelled in my classes. Sometime
after graduation I started applying these marketing methods
to business attire and made a name for myself
internationally in the world of image consulting. I was, in
effect, packaging people as products, but something about
that bothered me. I had a growing feeling that I was
encouraging dishonesty and that didn't sit right with me.
About 25 years ago I read a brilliant article in the
Harvard Business Review about selling
"intangibles". That was a pivotal point in my career. I
realized I didn't want to sell image-making; but I did want
to help people build successful practices teaching others
what they knew. I became known as the go-to person who
could help self-employed, professional individuals sell
their specialized knowledge.
In the '80s,
The Learning Annex in Toronto hired me to
teach one day seminars on
Successful Consulting - you can order
my class notes on my web site - which
I developed from reading books by Herman Holtz, Howard
Shenson, and other consultant-authors. (I think I was
paid about $15 per student.) I continued to add my own
material as I worked with individual clients in my own
practice, Andrea Reynolds & Associates Personal
Public Relations, which later became Andrea Reynolds
International.
I left the Learning Annex in 1990 and began offering my own
seminars,
Expert! How You Can Build a (Multi-) Million Dollar Empire
by Packaging and Selling Your Knowledge and Advice
for which I
received $195 per person. As the demand grew, I was
charging $695 per person, and by 1994 I was charging
$995 per person for two-day seminars at
the
Toronto World Trade Centre. Attendees flew in from
New York, Calgary, London (both), Sydney, even Singapore.
My income as an expert
increased from $8,000 a year to $12,000 a month. (For
security and safety reasons I don't talk about my income
after 1985. I'm a single woman and there will always
be unscrupulous types who think of
self-sufficient women as targets for their greed.)
The material from the Expert! seminar
is currently
available in several ways:
a. Private, residential weekend
programs in your home town.
b. One day, weekend group seminars
in any city.
Book me!
c. My group training program:
US $699.00 per person or
US $6990 for a license to teach
your clients, if you're a PR or marketing consultant.
I must add here that many have told me that making a lot of
money is an unwise goal. But here's the funny thing... most
of those people want to do meaningful, charitable works and
ask people to donate to their cause. All they have to do
is charge for their
services and they will have
the money to do all the good works
they want.
Money is just a tool, not the goal.
You should know, too, that
I incorporate compassion and empathy in my practice with my
clients. It's not unusual for me to spend an hour on the
phone on a weekend night with a client consoling her when a
relationship fizzles or when he suffers a crushing blow to
the ego. There's a reason why I have a second web
site, www.CrisisBrainstorm.com.
Wherever possible I like to see my clients face-to-face
and I
will go where they are, or I'll invite them for
a private weekend
program/retreat.
ANDREA'S
FACT SHEET
Introduction A little about Andrea
Reynolds
Andrea's 12 principles
Mission
Past Clients
Andrea's Code of Ethics
This is
what you can expect from Andrea
Web Log (Blog) Read her rants
