Power Positioning:
Advancing Yourself
as The Expert
(PowerMark Publishing, 1999)

Contents
Acknowledgments
Preface

1. Where to Begin
2. Public Personhood
3. Creating a Niche
4. Consultants
5. Expert Witnesses
6. Positioning: Mind Over Matter
7. Marketing
8. Advertising and Public Relations
9. Creative Self-Promotion
   Chapter 10: Mastering the Media
10. Communication Skills
11. Nurturing Clients
12. Handling Conflict and Crisis
13. Crossing Comfort Zones

List of Experts
Bibliography
Index

Power Positioning: Advancing Yourself as The Expert
(PowerMark Publishing, 1999)

Chapter Synopsis

Part 1: So You Want to Be an Expert

Chapter 1: Where to Begin.
The three characteristics that experts themselves consider important to the definition of expert are: knowledge, experience, and education. Also important are perspective and wisdom. (Don't forget a great sense of humor.)
Chapter 2: Public Personhood.
For you to succeed as an expert–who gets paid for sharing expertise with others–the "buyer" must first perceive you as an expert. It does not matter how much you know (fact) if the buyer does not believe (perception) you as the expert.
Chapter 3: Creating a Niche.
To niche your expertise, you will need either
to find a territory that is not currently occupied by another expert and fill the void, or discover a lush frontier and create a new demand for your
expertise.

Part 2: Experts in the Marketplace

Chapter 4: Consultants.
If you are thinking about becoming a consultant, you will want to answer several soul-searching questions before you make the commitment. Three such questions are:
Am I a strong listener?
What kind of commitment am I willing to make to this career?
Am I willing to pride myself in my expertise enough to charge what I am worth?
Chapter 5: Expert Witnesses.
Expert witnesses are individuals who relate the
facts that they observe, or know to be true, because of their experience and education. Therefore, to be effective–and utilized–as an expert witness it is
important for you to generate credibility in your testimonies and all interactions with the entire process.

Part 3: Positioning

Chapter 6: Positioning: Mind Over Matter.
Positioning requires developing and sustaining exactly the right perceptions in the minds of the people who can buy your professional services. This requires a delicate balance between what you, the expert, think of yourself and what others think of you.
Chapter 7: Marketing.
Your marketing message has three primary components: who you are, what differentiates you from others in the field, and how your client can participate.
Chapter 8: Advertising and Public Relations.
Successful advertising campaigns include two major elements: promise and proof. The promise reaches the prospect at the emotional level. The proof enters at the logical level and needs to address the client's expectations with plausibility, capability, and reliability. In contrast, public relations requires you to do more than tell the client something particular. PR requires that you show it.
Chapter 9: Creative Self-Promotion.
High-visibility stature for you, the expert, starts with your "name" and all the things that people associate with your name when they read or hear about it. Cost-effective ways to self-promote–to enhance your good name–involve working through the media, public appearances, corporate and community involvement, and customer relations.
Chapter 10: Working With the Media.
The idea of "news" to an editor usually involves something extraordinary that will happen, is happening, or just happened and. . . will interest more people than those immediately involved.
Therefore, for a news or feature release to succeed, it must include three elements: timeliness, distinctiveness, and impact.

Part 4: A Balancing Act

Chapter 11: Communication Skills.
Constructive communication needs a positive climate to render an effective connection. This requires: trust,
empathy, mutual respect, spontaneity, and collaboration.
Chapter 12: Nurturing Clients. 
The most important factor in building positive relationships with your clients is trust. Next come loyalty and commitment.
Chapter 13: Handling Conflict and Crisis. Experts known as establishment experts are those who, by their sheer mass and organization, hold powerful positions through their: superior numbers, prestigious positions, high credibility with the media and public, control over professional and academic
publications, and links to powerful groups. Individual experts, who do not have the power of the establishment to support them, must anchor themselves in their mission to resolve issues for others who need their distinctive expert assistance.
Chapter 14: Crossing Comfort Zones.
The secret to the success of your growth
revolves around your ability to control the growth.