Step number one in marketing your business is not figuring out how to promote it. Rather, it’s about figuring out where pain already exists and positioning yourself and your services as somebody who can remove it.
Michael Katz is a Boston-based marketing consultant and founder of Blue Penguin Development. He specializes in developing email newsletters for professional service firms. Since launching Blue Penguin in 2000, Michael has been quoted in The Wall Street Journal, The New York Times, Business Week Online, Forbes.com, Bloomberg TV, The Boston Globe, The Boston Herald and other national and local media. He is the author of three books, and has published over 350 issues of "The Likeable Expert Gazette," a twice-monthly email newsletter with 6,500 passionate subscribers in over 40 countries around the world. Michael has an MBA from Boston University and a BA in Psychology from McGill University in Montreal, and is a past winner of the New England Press Association award for "Best Humor Columnist." Specialties: niche marketing, e-mail newsletters, newsletters, authentic marketing, solo professional, professional services marketing.
Step number one in marketing your business is not figuring out how to promote it. Rather, it’s about figuring out where pain already exists and positioning yourself and your services as somebody who can remove it.
With no one “officially” in charge, most people will conclude that others are more capable and more experienced, and therefore do nothing.
My office building isn’t very big. Six or seven offices with maybe 20 people total who work here. And so we don’t get many visitors (the mailman’s daily arrival is widely looked upon as a highlight). Yesterday, however, a friendly stranger popped his head into my office and introduced himself as a friend of a friend: “Hi, I’m Julius Caesar …
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