dvd

Almost Done

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This time of the year – early November through mid-December – is always very busy for me.  I’ve got two major clients running major projects that I have to juggle.  I do a two-disk DVD project for one client, shooting the video and then editing and duplicating it.  I got the first disk completed this evening.  Next up is the other disk, then putting on labels and casing them.  I also do several photo projects for the same client this time of year.  For 2016 we added even more pix – holiday photo prints for underprivileged students in a karate program.

Another client took some work off my hands and is now having their staff do it, but I still have to upgrade the shopping cart on their web site.

And I need to do the final re-writes on my next book, Profiling Your Target Market.  I had hoped to publish it in November – looks like the publication date will be late December.  At least I’ll get it done in 2016.

Expert Proof Materials

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Originally the term masterpiece referred specifically to a piece of work by an apprentice or journeyman who wanted to become a master craftsman in the European guild system of the Middle Ages. That piece was often displayed in the guild house as evidence that the worker had sufficient skill and expertise to warrant being a master at his chosen craft.

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Put Together Your Expert Proof Product

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Every Recognized Expert should have an Expert Proof Product (EPP), or better yet – several that make up their Expert Proof Materials (EPM).  An EPP could be a book, or a DVD or an audio CD, almost anything that demonstrates that the person is an expert in a particular subject, has definite ideas and opinions, and can reasonably be considered an expert on their subject.

In creating a non-fiction book (a novel could be considered EPP if the person is establishing their credibility as a fiction writer, or perhaps as a creative writing teacher), you don’t have to start from scratch.  Putting together a series of articles or blog posts into a narrative that explains or explores the Expert’s niche is perfectly acceptable.  Adding in some charts, perhaps even a transcript of an interview or two is also a possibility.

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Your Book As A Business Card

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We have a number of clients who have published books, or put out instructional DVDs.  Some of them have had a hard time grasping the fact that these products are not, in and of themselves, a profit generator.  Rather, they are like keys that unlock doors to bigger and more lucrative sales.  They should be given away like business cards.

Yes, I understand that one book – or DVD or CD or any similar product – costs a lot more than a business card.  Even if you get the books or disks at wholesale.  Just as you shouldn’t walk down the street passing out business cards to all and sundry, you need to be selective in giving out your Proof of Expertise.

Forget about selling this item.  You need to selectively hand them out to individuals who can help you book speaking or training gigs.  This is where the money is going to come from.  Any incidental sales of this item are a bonus.

The product that is your Proof of Expertise is exactly that – proof that you have something to say, can present it in a socially viable medium, and are capable of carrying out a difficult procedure (the conception, completion, production and distribution of the Proof) from beginning to end.

Even in today’s market of self-published ebooks, where there’s little to no cost for creation, production or distribution, very few authors can make even a poor living off the sales of their products.  Selling 25,000 copies in a year and earning a profit of $2 per copy only nets you $50k, and that’s before taxes and expenses.  By selling a training session to a room full of attendees, you could earn that much in a weekend.

Once you have your Proof product, put your effort into using it as a key to unlock sales via personal presentations.