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
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
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
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