Marketing yourself, says Jeff Davidson, author of Marketing Your Consulting and Professional Services, requires a restructuring of thoughts, plans, even patterns of behavior. "You've got to develop an effective publicity plan." A sampling of self-promotion tips from Davidson and other experts:

* Set goals. "Decide what you want to achieve," says Davidson, "and then plan your campaign toward that end." William Parkhurst, author of How to Get Publicity, advises, "Be realistic, be specific," and keep in mind your personality and your audience.

* Leveraging. Get the most action out of the least resources, advises Davidson. "In marketing your career, your practice or yourself, you don't have to appeal to 1,000 people. There are 15, at most 20, people you need to know -- the director of the association representing your field and its publications director; a mentor or two; the local editor of your newspaper; leaders of voluntary and community associations . . ."

* Exposure. Speak before groups, volunteer, serve on boards. Get known across the broad spectrum of the community. Art Stevens, author of The Persuasion Explosion, advises self-promoters write at least 10 articles a year for publication.

* Leave your mark. "These days," says Stevenson, "almost everyone has a brochure. You need one, too, whether it's your business card, newsletter or clever stationery.

* Coin your own phrases. "Nothing seems to convey greater expertise to the public," says Stevens, than identification with a particular slogan or word you've invented.

* Appearance. "It's unfortunate that Hollywood and Madison Avenue dictate standards in terms of personal image," says Davidson, "but being in a media society, people do respond to the well-dressed man or woman."

* Sales knowledge and ability. The fundamentals of interpersonal selling are necessary. "Everyone should read what salemanship is all about," says Davidson. "What are closing techniques? How does one overcome objections? The average sale is made after the prospect says 'no' six times."