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?
"Where do the words come from? The same mysterious place, I suspect, where notes of music go. They precede ideas, and are inseparable from them. For myself, I bow my head, touch wood, and utter a small prayer that the flow of them never cease." (Joseph Epstein)
posted by Tom McKay @ 8:19 AM
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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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