ADVICE
EMPIRE a business advice column by Andrea Reynolds
My column "Advice Empire"
will answer experts' questions on how to increase their revenues
by selling more of their professional advice in multiple ways.
I'm convinced that professionals can turn their practices
into empires, and ordinary people can turn their passions
into practices. Think: Martha Stewart, Dr. Phil McGraw, Julia
Child, Steve Irwin, Suze Orman, Iyanla Van Zant, John Gray, John
Bradshaw, Richard Simmons, Dr. Andrew Weil, Dr. Deepak Chopra,
Charles Givens, Kim Komando, Debbie Travis, Sue Johanson, Brian
Costello, Dr. Wayne Dyer, and Dr. David Suzuki.
COLUMN TOPICS
Relocation, speaker agents, speaker bureaus,
saying no, media appearances, teaching, speaking, newsletters,
book publishing, consulting, contracts, advertising, publicity,
ethics, proposals, getting paid, web sites, competition,
copyright theft, photos, systems, discussion lists, blogs, podcasts,
problem clients, syndication, talk show hosting, fees, teleclasses,
webinars, disaster plans, surveys, polls, credentials, investors,
negotiating, packaging advice, niches, branding, association,
school, visibility, newsworthiness, reporters, contests, seminars,
fame, wealth, success, magazines, booklets, special reports.
WHY THIS COLUMN?
Most people on the planet have a passion
for a subject they know a great deal about - technology, the
future, safety and security, mortgages, fibromyalgia, brain cancer,
Greek cuisine, starting a business in China, fly fishing, manatees,
vinegar, bubbles, handgun legislation, beading, personal finance,
etc. - and they may not realize that others will pay to obtain
their knowledge. But it's true.
Our advice, wisdom, opinion, knowledge
and experience are valuable to others. You don't have to have
degrees, only be organized, enthusiastic and articulate.
Why do you think people pay to hear 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.
More and more, I'm seeing ordinary individuals
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. My methods are inspired by an article
in Harvard Business Review on selling intangibles and the late
Howard Shenson, leading authority on consulting.
I want to help ordinary people become
successful, and successful practitioners become more compassionate.
I want to see all of them build their own empires which gives
them satisfaction and self-worth by being valued by others.
MY AUDIENCE
1.
Self-employed physicians, surgeons,
psychiatrists, dentists, chiropractors, architects, psychologists,
engineers, lawyers.
2. Unemployed
or underemployed individuals who need my advice but cannot afford
to pay for it.
MY BACKGROUND:
As a marketing strategist, I have been
retained by illustrious entrepreneurs (who must remain nameless
out of courtesy for their privacy) and independent professionals,
and awarded multi-year contracts by
CEOs of Fortune 500 and Financial Post
500 corporations.
"I've been an independent consultant,
speaker, author, seminar leader, mentor,
personal campaign manager, critic, newsletter
publisher, columnist, radio host, television
host, spokeswoman, association founder, and
political commentator. All have been paid activities or
assignments. I've worked with hundreds
of fledgling to well established independent consultants, professional
practices, industry and professional association spokesmen since
1979. Years ago I studied and interviewed leading experts to
discover their secrets of success, and have employed them myself
(then, a nobody) and I became very well known across Canada."
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