Horowitz: Effective Marketing is Like a 4-Legged Table
For Release: On Receipt Says Author/Copywriter Horowitz NORTHAMPTON, MA: Shel Horowitz likes to compare successful marketing strategies to strong furniture: both are best when they stand on four legs. For marketing and promotion, says Horowitz, the four legs are free media exposure, paid advertising, self-made marketing, and advanced techniques. Horowitz also uses a four-step pyramid analogy to describe the essential ingredients of any successful paid or self-made marketing materials. Although a table can stand on only three legs, each building block of the pyramid is crucial. Thus, in order to have the maximum effectiveness, the marketing piece must be client-focused, carefully targeted, benefit-driven, and problem-solving. Horowitz’s 1993 book, Marketing Without Megabucks: How to Sell Anything on a Shoestring, was published by Simon & Schuster. His 2000 book, Grassroots Marketing: Getting Noticed in a Noisy World, published by Chelsea Green Publishing, of White River Junction, VT, was a finalist for ForeWord Magazine's Book of the Year Award in 2001. Both books include hundreds of strategies and specific techniques for successful marketing, including extensive coverage of Internet marketing (Grassroots only), strategies to slash the cost while boosting the response of direct mail and traditional advertising, and much more. Horowitz is available for interviews of any length. He is experienced in both long and short formats, and comfortable with spontaneous questions. AWM Books |
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