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Browse published articles attributed to Shel Horowitz, with full-archive search.
1. Base your business in the Magic Triangle. Honesty, integrity, and quality are the three sides of the Magic Triangle of business success. Create the kind of company that stands for something more than the bottom line, and your bottom line will increase.
I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype. Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action. What are some of the common copywriter tricks that I *leave on the table?* Here are a few to start: * If you order in the next 24 hours, you get... (face it. If you come back tomorrow, the offer will almost always still hold)
Shel Horowitz, Apex Award winning author of Principled Profit: Marketing That Puts People First and founder of the international Business Ethics Pledge campaign, shares 7 reasons why ethics will help your business succeed and 5 easy steps you can take towards building a more ethical business. 7. You're much more likely to build a lasting business, and build it more easily 6. When your customers trust you, they come back again and again 5. It's much easier to build joint-venture relationships that can exponentially grow your business
Marketing doesn't have to be a win-lose battle, says Shel Horowitz, author of Principled Profit: Marketing That Puts People First (AWM Books, 2003, http://www.principledprofit.com)-but too many businesses can't understand that they win when their customers also win. "It wouldn't be so bad if win-lose marketers only shot themselves in the foot," says Horowitz. "Unfortunately, as soon as someone invents a new communication tool, somebody else figures out a way to abuse it."
I had the good fortune to follow Dr. Ron Capps, a/k/a “The Niche Prof,” speaking at Willie Crawford’s 50th birthday celebration in Orlando. Ron started his speech by saying, don’t worry about taking notes; I’ll send you my slides. But please feel free to Tweet. I was one of several people who took him up on it; these are my Tweets about his talk (in reverse chronological order, as they appear on my Twitter page, shorthand, typos and all–these were all sent while he was speaking. The #bbash tag enables anyone to search for all the Tweets about this conference and find these):
Do you want your book to open doors, or do you just want to hold your own words, bound and printed? How you publish affects your income, reputation, and your leverage. Let's look at three options: 1. Publish With a Traditional Publisher You'll gain prestige, credibility, and a nice advance-and they pick up all the publishing costs.
In this age of business scandals, it's crucial to remember that businesses based on ethics and quality actually work better. With that in mind, here are ten easy resolutions to inspire your business to achieve a very profitable 2008. 1) I will base every aspect of my business on honesty, integrity, and quality. 2) I will make sure every employee, from janitor to CEO, is trained to view every interaction with a customer as a key step in the marketing process, and to always give the customer respect and attention.
As a child, you probably heard, "to thine own self be true." But what does that really mean? When the newspapers are full of cheating and lying business owners, politicians, and academics, does it really make sense to maintain your integrity? To me, the answer is a clear, unwaffling YES! Without your integrity, you really don't have a business or a career-just a waiting game until you world comes crashing down around you.r
Do Crucial Market Research For Free, On Your Own Is market research only for big corporations with deep pockets? No-actually, any business can put simple market research into place, and get about 80% of the benefit of the big, complex, expensive methods-without paying a penny. In my own one-person business, I've used informal market research to:
7. You're much more likely to build a lasting business, and build it more easily 6. When your customers trust you, they come back again and again 5. It's much easier to build joint-venture relationships that can exponentially grow your business 4. When your customers fall in love with the way you do business, they start recruiting other people to do business with you--they actually become your unpaid sales force 3. Your business will be worth far more when it's time to sell it
You want to be a published author, of course. You've got five choices about how to do that. Here's a brief overview of the five major methods, outlining the advantages/disadvantages of each. Some can even be combined—for example, you can easily create an e-book and a self-published printed book from the same digital file. 1. Publish With a Traditional Publisherr
I confess--I'm a marketing heretic! I've built my career on breaking all the rules--and one of the rules I break is that I don't hype. Do I put the best possible "spin" on the truth? Of course! But I refuse to deceive my readers into action. What are some of the common copywriter tricks that I *leave on the table?* Here are a few to start: * If you order in the next 24 hours, you get... (face it. If you come back tomorrow, the offer will almost always still hold)r
In this age of business scandals, it's crucial to remember that businesses based on ethics and quality actually work better. With that in mind, here are ten easy resolutions to inspire your business to achieve a very profitable 2008. 1) I will base every aspect of my business on honesty, integrity, and quality. 2) I will make sure every employee, from janitor to CEO, is trained to view every interaction with a customer as a key step in the marketing process, and to always give the customer respect and attention.