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I spend a lot of time performing research for projects, and I’ve discovered that many of the companies that have the best information do the worst job of presenting it. They have the expertise, but it’s clear that the wrong people are responsible for sharing what they know. Now, it’s not really their fault. Each of us has specific skills and areas of knowledge. But just because someone in your company is an expert on a particular subject doesn’t mean that they’re also an expert at presenting what they know in written form. In fact, subject matter experts who are also effective writers are a rare breed. Some of the most brilliant people I’ve worked with were also some of the poorest writers. Or, their writing skills may have been decent — they just didn’t know how to translate their subject matter into easily understood prose. Fortunately, there’s a simple way to ensure that your company’s expertise is being presented as clearly...

Everything you’ve ever learned about marketing and advertising is WRONG. Everything you’ve ever heard everything you’ve ever tried, everything you’ve ever done, it’s all WRONG. Hello, my name is Rich Harshaw; I’m the CEO of Y2Marketing, the nation’s leading marketing consulting and fulfillment agency. What I want to do in this series of articles is teach you a system for innovating and marketing your company to a point that it’s instantly evident that you’re the obvious choice to do business with. I want to show you how to make those advantages of doing business with your company so obvious to your prospects and customers that they quickly and easily draw this one simple conclusion: “I would have to be an absolute fool to do business with anyone else but you…regardless of price.” Let’s say that you own a moving company… and you spend $3,000 a month in the Yellow Pages for a full-page ad, and that ad ge...