New Business 2009

January 5, 2009 on 3:09 pm | In Advertising, Brand, Branding, Customer Retention, Marketing, Networking, New Business, New Business Primer, Personal Branding, Positioning, Public Relations, Public Speaking, Referral Marketing, Social Media | No Comments

Are you out looking for new business? Who isn’t? I wrote a series on the topic some time back. You may want to check it out if you missed it the first time around.

New Business Primer – Part 1 – Introduction to the new business primer.

New Business Primer – Part 2 – An organization’s brand identity must be a reflection of three things: market perceptions, the organization’s acumen, as well as its aspirations. Positioning is where these three elements overlap.

New Business Primer – Part 3 – My marketing mentor, Bill Loeffler, once said the the best new business program is doing great work for current clients. He was right.

New Business Primer – Part 4 – Let’s get past this strategic stuff and to the tactics that got you in front of prospects. First on my list of ways to get in front of prospects was referrals.

New Business Primer – Part 5 – Here is the best piece of advice I’ll ever give you, although at first blush it may not seem that astounding: focus. Did Harry say “focus”? Yes, he did. Wow, that’s deep!

New Business Primer – Part 6 – Let’s talk about social networks. In order to be most effective, you must select three to four networks and focus your efforts there.

New Business Primer – Part 7 – Cold calling is a waste of time and there are better ways to spend your time.

New Business Primer – Part 8 – Network It. Now that you have your client defined and you have looked at your list to identify those folks who can help you, you need to contact them.

New Business Primer – Part 9 – PR professionals know about reputation. But so often they don’t spend any time building their own reputation and brand. Step back and take a look at yourself as if you were a client.

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Harry Hoover

Partner ♦ Brand Strategist ♦ Creativity Facilitator at My Creative Team
Harry Hoover is a partner in My Creative Team, the agency that makes Fortune 1000 clients look good. His communications career spans 35 years and runs the gamut from print and broadcast journalism, government and corporate communications to advertising and public relations agencies. He is the author of Moving to Charlotte: The Un-Tourist Guide.

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