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I leave
it to other
experts to tell you the mechanical details. Selecting your tape
duplicator. Adding musical bridges. Editing out flubs. Cover design.
Packaging options. Tape length.
The
focus of this piece is the spirit of creating product profits. Here's
my take:
1.
Know what
you're talking about. Be the expert on your subject. Research it
exhaustively. Look into every archive. Follow up the slightest
mid-paragraph mention. Read the least-known, most obscure publications
in your field.
That's
where you
find nuggets of wisdom your world doesn't know about yet. That's where
you discover keys. Or pieces of keys. Then you link two apparently
unrelated obscurities and you get a flash! An aha! This insight
illuminates an issue your market is hungry to understand.
And
though
you've just spoken about this issue in detail and in depth, many
audience members rush to the product table. They wave their credit
cards at you. They want to hear you say it again. They want to play
your audio tape in their car. They must have your book to read on the
plane. They hunger to watch your video at home.
They
yearn to
soak up your stuff. They want to integrate every insight you share.
Their investments in themselves pay for private school for your kids.
They fund a nicer retirement for you. They make possible the fabulous
vacation you long for.
All
this and
more is yours when you just accept, embrace and engage this one tip:
Know your topic inside out, upside down, backward and forward.
2.
Speak (or
write) from your heart. From your essence. From your soul. Infuse your
words with your passion. With your vision, your intellect, and your
caring. With your love.
Use
your
intuition to look into the consciousness of your intended listener,
viewer, or reader. What are their fears, their hopes, their wants? What
matters most to them at the core of their being?
What
are their
concerns, their dreams and fantasies at the level of their essence? How
can you light their way from darkness into light? How can you ease
their pain? How can you replace dissonance, turbulence and turmoil with
stillness, quiet and wisdom?
What
specific
attitudes and actions can you recommend to guide them in their personal
career path? What strategies can you set forth – strategies they can
use to advance the interests of their department, branch, division,
district, company, industry, family or profession?
What
view of the
possible can you reveal? What steps can you recommend? Steps that may
guide your listener or reader to actualize more of their potential.
Steps that may lead to more business success, more recognition, higher
profits or more personal fulfillment. Steps that may make possible the
realization of a cherished dream.
I
promise you
this: When you dig deeply into your personal potential to make a
difference, a deep and meaningful difference, you add measurably to
your power and your influence, your impact, your popularity and your
fees. All this because you speak or write from the depth of your
beingness.
3.
Share your
perceived truths fearlessly. Sometimes the truth hurts. That's OK. The
hurts and pains brought to the surface by your observations may need to
be excised. (Much like a cavity in your tooth or an inflamed appendix.)
They
may need to
be fixed. (Like a broken leg.) They may need to be engaged. (As Helen
Keller engaged her loss of sight and hearing.)
Have
the resolve
to make yourself the master of your topic or issue. Add in the audacity
to speak from your heart. Cap this with the courage to speak the truth
as you see it. You then step out of the ordinary and into the pantheon
of noble servers.
Your
books and
tapes are then treasured by your audiences. You do good and do well
through creating products worthy of the profits you enjoy.
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