What is an "advice
empire"? (To be edited)
Advice Empire:
A consulting enterprise run by one person that delivers knowledge,
wisdom, and professional opinion in a wide array of tangible
and intangible formats.
An advice empire is a lucrative business
headed by one expert who sells specialized advice in a variety
of formats: consulting, speaking,
articles, teaching, newsletters,
radio shows, booklets, reports, seminars,
etc. The main issue is to derive a good income by imparting specialized
knowledge to others.
Niche Expert:
An independent consultant specializing in one area of expertise
who sells his/her advice. Pronounced "neesh" to rhyme
with leash, not ditch. Niche
Experts attract and multiply a *Following for their advice, knowledge,
and wisdom.
*Following: A
network of "fans" who purchase all your services and
how to materials.
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. Your 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.
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 29 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.
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.)
Advice Empire-
Building and Personal Management Consulting
Positioning
and Marketing Strategies
for architects, authorities, chiropractors, consultants, dentists,
engineers, lawyers, niche speakers, physicians, psychiatrists,
psychologists, scientists, specialists, veterinarians.
More
Andrea Reynolds acts as your
private consultant, agent, advocate, and manager, so that people
flock to you and pay you to advise, counsel and teach them;
write articles, columns and books; speak to groups, even host
your own radio or TV show.
Think: Dr. Phil, Martha Stewart,
Julia Child, Heloise, John Walsh, Sue Johanson, Warren Eckstein,
Steve Irwin, Kim Komando... and YOU.
"Build
credibility and recognition for your niceh expertise and the
paid assignments will follow."
If you have a body of specialized
knowledge that few others have, but need or want, you may be
able to earn a very spectacular income by selling your Advice,
Wisdom, Opinion, Knowledge and Experience as The Leading Authority.
Andrea Reynolds' contrarian
keynote presentations, seminars,
workshops, newsletter, private
tutorials, reports, and manuals will give you the tools you need
to do your own positioning and empire-building.
Professional
Practice Troubleshooting
"Is your
practice attracting - or repelling - clients, patients?"
Want to know what they think? We'll find out how you're doing. (905)
938-2791 More
If your one-person practice
isn't generating at least $400,000 a year, enlist Andrea
Reynolds as your strategist, mentor, and advocate
to support you in achieving your goals.
Andrea Reynolds has polished, packaged, promoted,
mentored, and represented experts, authorities and specialists
since 1979.
Her no-nonsense, contrarian
approach is for serious experts and their partners who are risk
takers, responsible, and industrious. Not for the timid or lazy.
More
"If you plan to sell your
advice as a speaker, consultant, columnist, or talk show host
then you must talk to me before you sign a book deal and
promote your book... not after."
Andrea Reynolds
Hire Andrea by the question, hour, day, week,
month, year, or
over lunch. Also, order
Andrea's critiques, reports, manuals and gift certificates for
yourself or someone you want to support. More
Your investment can be as low
as $15 for a report, $90 for 15 minutes of phone advice, $180
for a critique with pointers, $300 for a month of group
mentoring, $700 for a weekly newsletter, or $800 for a home
study program. More
