This document discusses four principles for getting paid to promote yourself: 1) Make your products good enough to sell, 2) Productize your services so they can be delivered without you, 3) Create active products instead of passive ones, and 4) Make your products public so you can promote them. It argues that people should move from providing free information to finding ways to be paid for their expertise through various paid products and services. The overall message is that by following these four principles, people can transform their expertise into an ongoing business where they get paid for promotion.