13. Anyone have some level of expertise, always refer to yourself a great "expert" in your marketing materials, at your website, in information that explains your workshops, within your introductions, whereas in your media kit. The media always seek out experts and interview these businesses.

It's become fashionable to bash marketing "gurus" nowadays. There are lots of for whom the possibilities of even looking at someone as a "guru" is a sin. They have confidence in being free-thinkers, unfettered by the bonds of guru-dom.

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