The Chronicle’s Business blog

The iceberg approach to marketing

Much of effective marketing is like the submerged part of an iceberg — invisible but powerful and important. For example:

Business strategist Ann Elliott took a successful business leader’s advice to write a newsletter for her clients and prospects. He said it would provide value for them and establish her as an authority and someone worth listening to.

Ann dragged her feet for months.

At an association conference presentation, she stepped out on a limb and offered to send her new electronic newsletter to the audience. To become a subscriber, all they had to do was give her their name and email address.

As the clipboards moved through the audience, she promised to send them the inaugural issue. In 2006, she published the first issue of “The Leadership Strategist.” It was a concise commentary on leadership with strategies, insights and tips for running a business on purpose.

A subscription is available at www.berkanacompany.com with a complimentary diagnostic tool, “Find

10 Surprising Reasons Your Business Has Profit Leaks.”

Ann shows other strategies in a new book, “Maverick Entrepreneurs’ Million Dollar Strategies” coming next month.

For advance orders, call 803-359-7633

Copyright 2018, The Bellune Co., Inc.