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Become an Instant Guru HOW TO BECOME A RECOGNIZED AUTHORITY IN YOUR FIELD IN 60 DAYS OR LESS Center for Technical Communication 31 Cheyenne Drive Montville, NJ 07045 Phone 973-263-0562 Fax 973-263-0613 [email protected] A Note to the Reader This manual is intended to give guidance on how to become a recognized expert in your field, niche, or industry. Portions of Become an Instant Guru were published in slightly different form by Alpha Books under the title Become a Recognized Authority in Your Field in 60 Days or Less and is copyrighted by the Center for Technical Communication. No portion of this manual may be reprinted or reproduced in any way without the author’s express written permission except by the authorized purchaser of this e-book, who may make copies of forms, checklists, and roughs for his or her own use. ©2014, by the Center for Technical Communication. All rights reserved. This is NOT a free e-book! Purchase of this e-book entitles the buyer to keep one copy on his or her computer and to print out one copy only. Printing out more than one copy—or distributing it electronically—is prohibited by international and U.S.A. copyright laws and treaties, and would subject the purchaser to penalties of up to $100,000 PER COPY distributed. Center for Technical Communication. ©2014 1 BECOME AN INSTANT GURU Contents INTRODUCTION........................................................................................................ 6 CHAPTER 1 What Is a Guru? ..................................................................................... 8 Defining "Guru"........................................................................................................................9 Do People Like or Hate Gurus?............................................................................................14 Are Gurus B.S. Artists? .........................................................................................................15 Benefits of Becoming a Guru...............................................................................................17 Who Qualifies for Guruship? ................................................................................................18 Case Study: Roger Parker Reinvents Himself as a Guru....................................................22 Why Our Society Is Enamored of Gurus...............................................................................23 CHAPTER 2 How to Join the Guru Elite ..................................................................... 25 Philosophy .............................................................................................................................25 Guru vs. Mini-Guru................................................................................................................25 Attitude ..................................................................................................................................27 The Guru Attitude..................................................................................................................27 Ethics .....................................................................................................................................28 Methodology..........................................................................................................................29 Knowledge Base ...................................................................................................................29 Market Niche.........................................................................................................................30 The Invented Term Strategy vs. the Fit-a-Category Strategy..............................................32 Action Plan ............................................................................................................................34 The Sixty-Day "Become a Guru" Action Plan at a Glance ...................................................34 The Four Phases of Guru Development ..............................................................................35 The Rule of Seven.................................................................................................................36 Case Study: Jeff Davidson....................................................................................................37 To Sum It All Up.....................................................................................................................40 CHAPTER 3 Articles ............................................................................................... 41 The Secret of the Trade Journal Trade................................................................................41 What Magazine Should You Write For?...............................................................................42 The Type of Article You Should Write...................................................................................43 Get to Know the Publication ................................................................................................44 Making the Initial Contact ....................................................................................................45 Exclusivity ..............................................................................................................................49 Length and Deadline ............................................................................................................50 Center for Technical Communication. ©2014 2 HOW TO BECOME A RECOGNIZED AUTHORITY IN YOUR FIELD IN 60 DAYS OR LESS Writing Articles for the Web..................................................................................................51 CHAPTER 4 Books ................................................................................................. 55 Why Every Guru or Would-Be Guru Should Write a Book...................................................56 Which Publishing Option Is Best for the Wanna-Be Guru? ................................................58 Selling Your Book Idea to a Major Publishing House .........................................................59 Agents and Publishers..........................................................................................................65 Writing Your Book .................................................................................................................66 Self-Publishing ......................................................................................................................66 E-Books..................................................................................................................................68 CHAPTER 5 Information Products ........................................................................... 70 What Are "Information Products"?.......................................................................................71 Reasons Why Gurus Should Produce Information Products .............................................72 Tips for Producing Specific Types of Information Products ...............................................73 Tip Sheets..............................................................................................................................73 Booklets and Pamphlets ......................................................................................................73 Special Reports.....................................................................................................................73 Monographs ..........................................................................................................................74 Resource Guides...................................................................................................................74 Manuals.................................................................................................................................74 Books.....................................................................................................................................74 Audio Tapes...........................................................................................................................75 Audio Albums ........................................................................................................................75 Power Packs..........................................................................................................................76 Video Tapes...........................................................................................................................76 Paid-Subscription Newsletter...............................................................................................76 Software ................................................................................................................................76 How to Design a Catalog Featuring Your Information Products ........................................77 How to Sell Your Products Profitably to Clients and Prospects .........................................77 How to Use Direct Marketing to Boost Your Product Sales ...............................................78 Narrow the Focus..................................................................................................................78 Seize a Subject .....................................................................................................................79 Plan the "Back End" Before You Start Marketing ...............................................................79
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