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?
Just long enough to say what you need to say.
"Omit needless words. Vigorous writing is concise. A sentence should contain no unnecessary words, a paragraph no unnecessary sentences, for the same reason that a drawing should have no unnecessary lines and a machine no unnecessary parts."-- The Elements of Style, William Strunk Jr., E.B. White
posted by Tom McKay @ 3:20 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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