Anyone interested in increasing public awareness of their company
will benefit from the ideas and strategies in From Starting
to Marketing. Although this book is a practical guide on how
to become a successful consultant, readers in many types of business
ventures will be able to learn from author Reg Pirie's insights.
Pirie writes about one of the biggest business challenges readers
will face: "to maintain and sustain a marketing presence while
at the same time completing the work he or she is being paid to
do." Pirie has created a step-by-step book for people interested
in a long term, entrepreneurial career and those venturing into
the world of self-employment.
From Starting to Marketing is divided into four theme
areas: Focus, organization, research and activity. In the Focus
section of the book, you can create goals, plan strategies and concentrate
on qualities that set you apart from others. By organizing, you
learn to avoid mistakes, set a pace and access goals. Research is
the stage when you examine details, information, image and challenges.
Activity is when you learn to follow their own guidelines and begin
Through a two-fold plan, Pirie helps readers realize that success
is achievable. Marketing and networking play an equal role in accomplishing
goals. It takes a balancing act to incorporate both into a business
plan, but thinking in terms of long term planning and maintaining
momentum will help entrepreneurs develop strategies and stay in
From Starting to Marketing shows that networking is a
people relationship. Image is the key to successful networking.
Image encompasses such facets as telephone manners, letter writing,
presentation and promotion. An example of the types of information
in From Starting to Marketing is Pirie's suggestion to
subscribe to leading periodicals in their field. "Everyone
enjoys dealing with a well informed person," he writes.
Marketing yourself involves creativity. It can include anything
from becoming involved in service clubs, associations and charitable
organizations, or writing articles, guest speaking and attending
conventions and trade shows.
Everyone is an expert in a certain area and should take every opportunity
to get his or her message across to various groups. Pirie suggests
illustrating "your knowledge about topics relating to your
business. Getting your name in print is a good way to build awareness
about your company."
From Starting to Marketing is a great book for independent
consultants. It is also a good source of information and means to
measure the quality of consultants you may wish to hire. No matter
what your needs, Pirie lays down a plan of action that will help
you to increase your profile, raise awareness about who you are
and improve your public image.
Reg Pirie is an independent consultant and author. You can find
his listing, Ink Ink Publishing, in the Winter 1998 issue of Sources..
of Book Reviews