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Posted January 3, 2002
Can You Earn More for Doing Less? -- Try Profitable Self-Promotion
Mr. Bly argues that gurus (¿recognized authorities in their fields¿) have an easier time of it. People seek them out, so they don¿t have to spend much time marketing their services. Because there is so much demand for their services, they can charge more and be selective about their clients. Extra money comes in from selling intellectual property products (books, videos, and so forth). Sound good? Most people would answer yes. Mr. Bly feels that gurus are all made ¿through self-promotion and publicity.¿ The book then goes on to describe the ten areas that are most productive for this image and awareness building (articles, books, information products, newsletters or e-zines, speeches, seminars, public relations, the Internet, sustaining the flow of attention, and maintaining the status that has been achieved). Your target is to make 7 positive impressions with your target audience every 18 months. I thought that the advice was pretty good, based on having done all of these things at one time or another. The best part was that Mr. Bly emphasizes how to do these things at the lowest possible cost, with the least effort, and most quickly. He correctly points out that what is needed is to describe your field of expertise in a ¿clear, understandable, and useful manner¿ which need not have any innovative point to it. If you do not have any expertise now, he tells you how to quickly acquire some that could be profitable to you. There is a solid section on how to choose the area for gaining your expertise. If you are like me, you will be helped by seeing the list of gurus and fields. Think of sex as a subject and Dr. Ruth pops into most minds. One of the great discussions is that as many people dislike gurus as like them, and many people are neutral. But that should not matter to the guru. So what? As long as lots of people are interested. Can¿t become a big guru? Well, there¿s lots of room for mini gurus (people who are specialists on subjects that overlay onto a subset of limited areas, such as writing advertising copy for Internet entrepreneurs who use direct mail). My main complaint about the book is that it is unrealistic concerning how long it takes to establish one of these programs. I don¿t think anyone has ever done it in 60 days or less, unless they had already spent decades developing the knowledge foundation first. My secondary complaint is that picking a subject area is too focused on who wants to buy for how much, and not enough on what is entailed for you. Do you really want to do all of these things? How would your life be harmed if you did? Tellingly, many of the examples are based on people having been fired unexpectedly, who felt the need to vindicate their self-worth. Finally, I would have liked more examples from different people who have done this quickly and profitably. I think it¿s harder than this books suggests. May you attain celebrity and notoriety commensurate with your contribution to humanity! Donald Mitchell, co-author of The 2,000 Percent Solution and The Irresistible Growth EnterpriseWas this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.