Don't chase customers -- attract them instead. Turn your extensive knowledge and experience into case studies, white papers, articles, even books -- brimming with valuable content and branded with your name. "Information marketing" demonstrates your expertise, delivers real value, and positions you as an expert in your field. And who doesn't want to do business with an expert?
“The three most important elements in any speech are: brevity, levity, and repetition. Let me say that again: brevity, levity, and repetition.”If he'd sat down right after that, it would (theoretically) have been a perfect speech.
Daniel Pink, author, Free Agent Nation, at a 2005 commencement address
posted by Tom McKay @ 8:34 PM
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As a former news reporter, CBS Network feature correspondent and technology columnist, I specialize in "information marketing" -- helping clients share their professional expertise in articles, columns, newsletters, case studies, white papers, books, etc. It's a low-key, no-hype way of attracting potential clients, instead of chasing them.
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"Oh, I have now a mania for shortness. Whatever I read - my own or other people's works - it all seems to me not short enough." (Anton Chekhov)
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