You don’t have to be a writer to be published If writing for you is, as a late New York Times sportswriter put it, “easy . . . you just sit down at a typewriter and open a vein,” then the tourniquet for you may be a ghostwriter or collaborator.…
Seven principles for maximizing membership opportunities By Henry DeVries How much do you expect to get from the membership dues you pay to join a business club? One man got $200,000 and enough linkages to launch a business. He was seeking capital and a seasoned manager to propel his two-year-old…
By Henry DeVries If you haven’t already, read Positioning: The Battle for Your Mind and Marketing Warfare by Al Ries and Jack Trout. For a good summation of positioning, we refer you to the classic text Contemporary Advertising by Courtland Bovee and William Arens. Positioning will always be a buzzword in marketing and advertising circles. The…
By Henry DeVries Developing a plan to market and promote your business takes time, effort, and a dedication that most new entrepreneurs, or busy established businesses think they don’t have. But without a map to guide you to your ultimate destination, treacherous roadblocks and time-consuming detours can keep you from…
By Henry DeVries Gulp. Suppose the time has come to communicate a major change for your organization. Maybe it is a downsizing, a restructuring, or a switch to total quality management. The change is so important the future of the company depends on it. Employees are mustered to the cafeteria…
By Henry DeVries According to former Harvard Business School professor David Maister, typical marketing practices are not only inapplicable for consultants and professional service firms but they may be dangerously wrong. Often professional service firm principals tell us they are frustrated with the quality of their marketing materials, they are concerned…