There are only two kinds of books in the financial planning world: best-sellers and resume-builders, insists Ken Fisher, who's the author of seven books and is CEO of Fisher Investments in Woodside, Calif. Producing a best-seller takes great content, a top publisher, a great deal of promotion and a certain amount of luck.

A handful of publishers sell the majority of these books, and they tend to focus on celebrity authors. To worm your way into the publishing world, "You have to find some way to make yourself important to them," Fisher says.

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