Have Shel Speak

• Get free publicity in mainstream and alternative media, from the Wall Street Journal and New York Times on down to your local shopper
• Inexpensively set up and promote an effective multipronged Internet presence that extends far beyond just having your own website
• Make excellent contacts at trade shows without even having a booth
• Find ways to actually get paid to do your own marketing

Publish and Promote Your Book

Books are potent marketing tools for any business. Shel Horowitz, author of Grassroots Marketing for Authors and Publishers, has published under his own imprint as well as with three major publishers, and has helped several clients not only get their books done but also start their own publishing companies and create marketing momentum for their books. You’ll learn…

• Which of the four paths to publishing is right for you
• Why even if you have an outside publisher, the marketing is on your shoulders
• Several strategies to successfully build an audience for your book, at minimal cost

Cross-Marketing: How to Turn Competitors and Complementary Businesses Into Partners

Why do some of the biggest and most successful companies collaborate closely with their supposed “enemies”?

We hear over and over again the “wisdom” that business is a cutthroat arena, and that you have to stab your competitors in the back. Well, oddly enough, the reverse is actually true. And that’s why we see wildly successful joint ventures among companies who should, according to the conventional wisdom, be sabotaging each other–but who have found it far more beneficial to work together.

Examples:

• General Motors and Toyota jointly brought out the 1986-88 Nova/Corolla and other cars
• IBM, Apple, and Motorola combined forces to develop the PowerPC chip architecture, which powered many computers during the 90s and early 2000s
• FedEx moves USPS express mail across the country in its airplanes–FedEx benefits by selling cargo space and filling planes that might have otherwise flown half-empty–and thus amortizing the costs of fuel, pilots, etc. over a larger load–while the Postal Service benefits by knowing that mail will actually arrive at its facilities in time to guarantee overnight delivery

Even the tiniest businesses can emulate these giant corporations and create successful partnerships with competitors. As one among many examples, I reprint in one of my books an ad from a group of 11 local florists, touting the benefits of getting flowers from a florist in an ad much bigger than any could have afforded alone.

This session will include a hands-on segment where attenders will network and explore partnerships with other attenders for businesses they might start after school.

Embracing Abundance: How to Get Past “Market Share” to What’s Really Important

• Market share is usually irrelevant; the world is abundant and there’s room for everyone to succeed
• You can actively profit from your competitors’ successes!
• Harness the awesome power of your own customers to do your marketing
• Honesty, integrity, and quality are far more important than quick profits-the Golden Rule actually WORKS in business
• As you create value for others, you build value in your own business
• The most important sales skill isn’t even about selling
• How to turn marketing from a cost into a direct revenue stream

Putting Your Best Foot Forward: Affordably Starting a Business Based in Ethics and Integrity

You want to start a business but it seems the odds are against you. The vast majority of businesses fail within the first year; most of the rest are gone within five years. How can you be one of the successes?

This talk will give an overview of starting a successful ethical business, and using that ethical stance to leverage business, grow, and succeed

How to:

• Analyze your skills and interests to see what businesses they can lead to
• Determine if there is a market
• Build ethics in from the ground up and use that cornerstone to drive success
• Launch with little or no capital
• Develop and execute affordable, effective, ethical marketing strategies

Note: This is an overview workshop. Any of those bullet points could be its own workshop

How to Be a Success in Business and Still Hold Your Head Up High

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