To win clients your book needs your proprietary process

Sometimes a line from a movie says it all. Remember when every burger joint had a secret sauce? In the film “Fast Times at Ridgemont High,” teenage workers from various fast food restaurants reveal what goes into the “secret sauce” for their hamburgers. One says “ketchup and mayonnaise,” and the…

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How to tune your know-like-trust client marketing machine

If you are like many independent professionals and consultants, trying to find new clients can be frustrating. Maybe you are struggling with your marketing message. Or maybe referrals aren’t paying off like they used to. Maybe you are concerned about wasting time and money on unproductive efforts. If marketing seems…

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How to whip your lazy Web site into shape

If your Web site doesn’t fully engage visitors, you are not alone. But how to make it better without spending a fortune? The answer might be right in front of you at any shopping mall or grocery store. Yes, you can use the science of stimulus-response, also known as retail…

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Top ten movies to inspire consultants to teach

One of the best things professionals and consultants do to boost credibility and find prospective clients is to teach at a university or college extended studies program. I have taught marketing and public relations at the University of California San Diego Extension since 1984. My guest speakers and I have…

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How to attract more clients the Mad Men way

Can your writing grab attention like this? A Harvard professor used to begin his series of lectures with a sentence that took his students by the throat: “Caesar Borgia murdered his brother in-law for the love of his sister, who was the mistress of their father, the Pope.” How to…

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Lessons from a story-telling master, Bill Plympton

Bill Plympton, a legendary Oscar ®-nominated director, is an animation artist I admire. He is a professional writer and artist who is an expert at marketing himself. He asked me to help promote his new film and I am happy to do it. I have seen a preview of “Idiots…

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