From the Northeastern Section of the ACS, focusing on career management and development

November 2021
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Consulting Roles. Things to take away from a dated publication on Consulting
Filed under: Recent Posts, Position Searching, First Year on Job, Post-docs, Legal matters, Observ. Trends, Alternate Career Paths
Posted by: site admin @ 4:07 pm

Visiting an experienced technical professional, I asked
how he would help people who are thinking of a consulting
career..  He gave me a text by William Cohen, “How to
Make it big as a Consultant.
”  Then we discussed some things.

The Cohen book was more than 30 years old and did not
include any Internet related nor association-network approaches.
In Cohen are listed direct methods for contacting customers–
1- direct mail
2- cold calls
3- direct response ads
4- directories and yellow pages
5- former employees and directors.
So he does not get into push pull marketing so much in the 
Internet age.  It all seems to be “push” marketing.  It is
confirmed by the “indirect methods”…
a- speaking to groups
b- newsletters
c- professional associations
d- articles and books
e- letters to editors
f- teach a course and lead a seminar
g- public releases and broadcast releases.
These are all still applicable, but likely not relevant!
Clearly having a proactive web page, linkedin page and
pull marketing strategy is not known in 1985 when the
book was written.  There are several other approaches .
It is not an easy task and one that evolves rapidly.
Now there is something in addition to learn from this
exercise….check the publication date of the book, and,
see if there is a more recent edition.  There is in this
particular case.

One Response to “Consulting Roles. Things to take away from a dated publication on Consulting”

  1. site admin Says:

     Cohen has updated this AMA Management Association book twice
    since this cited edition. In the third edition he still offers his nine
     He issues more up to date detail on record-keeping and legal matters.
     An interesting exercise is his ten commandments of emails (3rd edition):
    1. Think, think, think, before you write. What are you trying to
    accomplish? Will a media professional publish it or toss it?
    2. Target narrowly and carefully. Go for quick contacts, not quantity.
    3. Keep it short—no more than 3-4 paragraphs; 1-3 screens
    4. Keep the subject and content of your message relevant to your target.
    5. IDEA: seeking publicity for a product, service or review for book or
    software—2-step approach
    query with a “hook” and news angle
    before transmitting the entire news release or article.
    6. Tailor the submission to the media style or content.
    7. Address each email message separately to each individual target.
    8. Reread, reread, reread, and rewrite, rewrite, rewrite before you click to send.
    9. Be brutally honest about claims or expected outcomes and uses.
    10. Follow up in a timely manner with precision writing and professional courtesy.

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