You can easily adapt "positioning," an advertising sales technique that will make submissions stand out on the editor's desk--and in the editor's mind. When I worked as a technical writer for an industrial equipment manufacturer I decided to write a book of tips for fellow technical writers. Such a book hadn't been done before. Or so I thought. Visits to bookstores and a … [Read more...]

If you follow the pack, you will probably never do what it takes to lead the pack. What’s worse, you may be left way behind. The strategic remedy? Do something different—not just a little different, but dramatically different. Like the big, high-profile razzle-dazzle play in football, it just could make your market stand up and cheer. WHAT IT MEANS: The essence of effective … [Read more...]