EMPIRE-BUILDING BY WRITING AND SPEAKING

by Gordon Burgett


 

(see two Sample Chapters below; touch here for the Table of Contents)

 

One good idea can change your life and everybody else's....if you know how to share it. Better yet, from one idea you can create your own empire, with you as the emperor or empress.

If you know something that others will pay to know, that is the core. Not only do you strengthen that unique element of knowledge, you redefine and repackage that expanded core by the most appropriate of the many means of information dissemination: articles, a book, talks, speeches, seminars, audio and/or video tapes, a newsletter, consulting, and more...

By sharing needed information one way it leads to sharing it by others, and the collective sharing further identifies you as the person, the perceived expert, to be sought for even further help, information, or direction in that area of inquiry.

EMPIRE-BUILDING BY WRITING AND SPEAKING takes you through the process, from identifying the core knowledge to putting all of the means in motion.

The concept is old but the terms are new, and having it now in how-to form, the why's and how's, in a sensible process you can follow, is a godsend for people who know something, or can, and want desperately to share it with others.

This book shares a way that you can do just that and still live a decent life, with the monetary as well as psychic rewards that you deserve for helping others and yourself.

 

One idea can be the core of an empire.

It can make you rich and set you free.


Yet ideas alone aren't enough. If they were, the world would be full of liberated millionaires. Ideas must be directed, structured, and put in motion. They must have a purpose. So this book offers a 15-step process by which you can turn ideas, through writing and speaking, into action. It helps you disseminate your ideas and create an action plan.

EMPIRE-BUILDING BY WRITING AND SPEAKING suggests a form of operational
order to the otherwise random chaos of knowledge so that ideas can be directed at problem-solving, goal-attaining, even profit-making. They can be the difference between sharing by one means or many, better said, the difference between enlightening a few and earning several hundred dollars or telling the world and a potential $1,000,000!

This may be Burgett's longest remembered book by the writers and speakers he has helped. Have you the courage to be the ruler of your own empire? Then buy, read, and do.
 

ISBN: 910167-02-8/paper

ISBN: 910167-03-6/cloth

192 pages

$12.95/paper

$15.95/cloth

 

 

Chapter 6: Definition

 

At last, one goal! Which we'll call an objective, to distinguish it from the many unchosen goals still on our list―and others unlisted.

Now you must take that objective and clearly define it so you know precisely, word-by-word, what you want to achieve. This is done for four reasons, plus common sense.

One, to look with greater clarity at an objective that may have been inexactly or imprecisely phrased when you first listed your many goals in Step One.

Two, to identify its core subject, which will serve as the focal point for later research.

Three, to reduce the definition of that objective to one sentence.

Many contend that if you can't state your objective in terms of your intention and at that length you either have too many objectives posing as one or the purpose is still too vague in your own mind to know what the actual objective is.

In information dissemination, that sentence is known as the "purpose statement." Its implied challenge is usually what drives you, fuels your energy, and directs your promotion; it also acts as a measuring rod for your achievements. So it must be clear and exact. A purpose statement is a
powerful working tool.

And four, to convert that one-sentence purpose statement into a "working question," the sub-questions which will later help provide an operating framework for its answer and realization.

Therefore, your energy here is directed at examining the objective, challenging its every word, isolating a core subject, stating (or restating) that objective as a purpose in one sentence, and creating a working question. You also need this level of definition so that, at the next step, you can determine and explain why you want to achieve that precise objective.

Step Six, then, is one of definition. Let's use the example to show the steps and results of definition.
 

An Example of Definition

 

You first stated your objective in this way: "I want to show writers how and why to publish their books."

But what specifically does that mean? The first three words are clear enough, but you must question every word that follows.

show: Will you actually "demonstrate"? Do you mean "explain"? Will this vary according to the means used: "show" on video but "explain" on audio cassette? Or perhaps "teach," though that may scare some away?

writers: Do only writers want to self-publish books? Or do all who write books think of themselves as writers? For example, a speaker or an entrepreneur who wants to self-publish is, in one sense, a writer, but may not primarily identify with that classification. And what about the person who acquires a book, or has one ghosted or even written under a different name, and wants to publish it: who is the writer? And would that be self-publishing or just plain publishing? Is it necessary to identify the specific group here? Why not just "people" and let the kind of people come from the context in which the statement is used?

how and why:  These seem okay, since "how" is the process and "why" the purpose, the key elements others will usually pay to know.   The only problem is the order. It's unlikely that others would care to know “how” until they’d been convinced, and that comes from the “why.” Why not reverse the order?

to publish: Actually you mean "to self-publish." Except for the possible confusion posed two definitions back, between self-publishing and publishing others' works, you want to distinguish the difference between sending one's written copy to others for them to publish or publishing it oneself. So the term "self-publish" is correct in this context.

their: Again, can a person self-publish others' books? Or by gaining proprietorial rights does it become "their" book. Except for that, the word is proper and to use any other word would be more confusing. But wouldn't it be just as clear if you deleted the word altogether?

books: Two issues: singular or plural, and does one self-publish just books? "Book" presumes that those you will be addressing will write just one. "Books" suggests they need more than one to self-publish or to consider the procedure. And can't one self-publish reports, workbooks, all sorts of printed matter? Even tapes might fall into that category. Again, do you need the word at all?

Yes, this is boring, but if millions are won and lost on periods and commas, as lawyers are quick to say, consider the potential loss from a loose word or three!

The verdict, after much writing of sentences and asking if the new word combinations suggest other confusions, is this:

"I want to show people why and how to self-publish."

Which becomes both your objective and your purpose statement. From it you form your working question, which is simply the heart of the purpose statement put in interrogatory form: "Why should and how can people self-publish?"

From the answer to that question you build your empire.
 

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Chapter 8: Research

 

Empires, in our context, are built of knowledge which you would provide to others as information―for pay. You would share that commodity through writing or speaking.

Some of that knowledge may be original, the result of studies you have conducted, observations you have made, or experiences you have had or have heard about and from which you have drawn your own conclusions.

Or it may be knowledge accessible to others that you are finding, defining, combining, presenting, or interpreting, where the degree of uniqueness is less a factor than your making it available and understandable.

Sometimes the knowledge is widely known and used and you are making it even more usable by providing a step-by-step process. Or showing how it can be applied either to everyday life or in unusual ways.

Whatever the source or use of the information, the results of your research must be accurate and they must be marketable if you are to build an empire from them.

In terms of accuracy, what you gather and use must be factually correct. Its source(s) must be reliable. Usually, it must also be current.

As for marketability, however it is gathered and packaged, there must be enough people who will buy your information at a sufficiently high price, plus there must be appropriate means to provide and sell it.

Sometimes that information will be so valuable or so constituted that it can be sold by just one means of dissemination. Yet the value of most information can usually be increased many times over by increasing the means of its sale. Later we will see that the use of multiple means can create the bedrock and windfall of your empire.

But for now, what does this mean to you? Research, and plenty of it!

To build an empire from information, you will be expected to understand that information thoroughly, plus much related information leading to and from your point of specialization.

That is, others will expect you to be an expert about your topic. Most of your expertise will come from knowledge already available. Gathering that knowledge; defining it; becoming aware of the references, resources, and future fonts; knowing the "state of the art," and being able to translate what you gather and know into salable information is the purpose of your research. It is also the foundation of your empire and a key to its prosperity.

Where accessible information is located, how it can be obtained, and what more is needed for its best evaluation depends largely upon the topic itself.

Most research for most topics is library-based, then people- and field-found. Add to that personal experience with the applied aspects of the topic and you have covered the main sources.

It is impossible to guess the steps that even typical readers of this book must take to research their empire-building topics. Let me, instead, refer you to your library for books about research techniques, then show you, through the example, how I develop an accurate, comprehensive, current pool of information upon which to build an empire.

As to the length of time your research should take, there are two measurements to consider. Initial, intensive research done at the outset of empire-building may take from 20-100 or more hours of serious application. Assume you know nothing, start from an encyclopedia and other prime points, and move out and toward your specialization.

The second time period lasts as long as your empire exists. You should set aside a specific period of time each week or month for on-going research. Your expertise is as good as today's discovery and tomorrow's investigation. When your learning ends, so should your empire.

(In the book an extensive example follows, but the graphics don't reproduce well here...)

 

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Gordon Burgett

gordon@gordonburgett.com

(800) 563-1454