Shel Horowitz Articles

Three Pathways to Publishing Your Book - Click To Read Article
Some books are best suited to self-publishing, some to publishing traditionally, and some should use a subsidy publisher (sometimes wrongly referred to as a "self-publishing company"). Understanding the choices will help you now which is right for your book project.

Seven Reasons Why Ethics Helps Your Business Succeed-And Five Easy Action Steps - Click To Read Article
Top 7 reasons that ethics will help your business succeed.

Six Ways to Boost Response on Your Surveys and Gain More Useful Information - Click To Read Article
If you take the time and trouble to do a survey...these easy steps will increase your responses and provide more valid data. So... you spend time and effort putting together a survey, so you can have real information about what your customers and prospects are actually looking for.

To Thine Own Self Be True - It's Better for Business - What Arthur Andersen Would Say to His Company - Click To Read Article
What Arthur Andersen would have said about the ethics scandal that destroyed the company he founded...and why saying no to the wrong client or request can jumpstart your business. As a child, you probably heard, "to thine own self be true."

Five Ways to Increase Profitability By Doing The Right Thing - Click To Read Article
Ethics is actually more profitable! Author and consultant Shel Horowitz, founder of the Business Ethics Pledge, shows how taking the ethical high road-and forming partnerships with your competitors-increases revenues and lowers costs.

Can Honest Copywriting Succeed? - Click To Read Article
Honest copy is more effective than "hype copy" if it treats the reader as intelligent. Readers will believe honesty but see through hype. And yet, a good honest marketing piece can be just as captivating as hype, with none of the negative baggage.

10 Ways for Unknown Musicians to Get the Word Out - Click To Read Article
For musicians trying to break in-the good news is that you *can* get noticed. Award-winning author and marketing consultant Shel Horowitz shows how you can easily and inexpensively build a name, an audience, and a market for your work.

Why Market Research Will Help Your Business - Click To Read Article
You don't have to hire big expensive market research firms. It's easy to gather and evaluate information on your own, with no cost.

Ten Rules for Great PR in the 21st Century - Click To Read Article
Ten Rule for Great PR in the 21st Century

Creating Long-Term Customer Relationships: How Marketing Is Like Making Love - Click To Read Article
When you find a potential romantic partner, do you throw that person to the ground and force yourself? I certainly hope not! Instead of a beautiful relationship, you'd face a jail sentence; forcing yourself is criminal behavior.

Frequent Buyer Programs - Click To Read Article
Reward your customers for coming back again and again.

Set Your Press Release Apart From the Other 350 The Editor Got That Day - Click To Read Article
Editors get overwhelmed by vast numbers of press releases--make yours stand out in the crowd.

Succeed With Social Media - Click To Read Article
The key to success with social media–and I’ve built my business on it since 1995–is to interact with others the way you’d like to be interacted with. Call it the Golden Rule of Cyberspace–it’s not so different from the Golden Rule of every major religion.

Use a Benefit Funnel to Write Compelling Copy - Click To Read Article
If you've studied some of the big-name direct marketers, you may have heard of a "customer funnel" or "product funnel." That's *not* what this column is about, so don't skip it because you think you already know. (If you don't know, I explain in the last paragraph.)

What NOT to Do When Marketing With Email - Click To Read Article
E-mail is one of the most powerful marketing inventions ever created, but also one of the most misused.

Why Participate in Social Networking? - Click To Read Article
It’s kind of funny, but it took me quite a while to begin actually marketing on social networking sites. I’ve been on LinkedIn for probably five years, MySpace for maybe a year, and several others (Ning, Ryze, Eons, probably more I’m forgetting). But it was only when I joined Facebook in October 2007, and then shortly thereafter found my way to Plaxo and CollectiveX that I finally started using them to really do some business.

The Eyeballs You Already Have - Click To Read Article
It's always easier to get more attention from the people who are already paying attention to you--and to bring them back as customers, far more cheaply and easily than going after strangers. This month, a few easy strategies to get more attention from your existing list:

How to Cold-Pitch a Reporter - Click To Read Article
If you ask journalists their biggest peeves with PR people, and especially with people trying to do their own PR, the most frequent response you’re like to get is “they waste my time with off-topic pitches. If you think the rest of us have crowded inboxes… triple it for journalists. They are looking for excuses to hit the delete button or drop your precious press kit in the recycle bin.

Don't Squander Your Message - Click To Read Article
If you've listened to the news on National Public Radio, you might have heard sponsorships ending "on the Web at Sodexho.com." But they don't tell you how to spell it! They don't even say "so-dex-ho," let alone the far more effective "s-o-d-e-x-h-o." When you're entering a website, if you're even one letter off, you won't get there--you'll get to someone else's site, perhaps, or a "server not found" error.


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