Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success (Wiley Professional Advisory Services) Review

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(More customer reviews)The concept of positioning was decades ahead of its time when it was born, and was all but forgotten when its time finally arrived. Except by Tim Williams. Nobody writing or consulting on the subject today has a stronger and more incisive grasp on what has become the most essential marketing principle of all. In an age when `personal branding' is the flavour of the moment, and in which more people are using the language than understand it, Williams presents a forceful, reasoned argument that the real secret to branding a professional practice lies in the courage to focus. This book reminds us that, as with all marketing, success is more certain if we dare to be something than if we try to be everything.

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It's not the best companies that prevail in the marketplace,but rather the best brands. The goal ofbusiness strategy is not just to be better, but different. Learn how to build a differentiating valueproposition by clearly and carefully defining your brand boundaries: Calling,Competencies, Customers, and Culture.

Positioning forProfessionals shows how a well-defined value proposition can helpprofessional service firms create their own success instead of copying thesuccess of others, including such concepts as:

- How and why professional service brands becomehomogenized

- Why standing for everything is the same asstanding for nothing

- Why there's no such thing as full service

- Deep and narrow as a strategic imperative

- Why it's better to be a profit leader than amarket leader

- Differentiation and price premiums

- How to map your brand on the matrix of relevanceand differentiation

- How to define a value proposition that will makeyour firm intensely appealing to the customers who want you for what you dobest

Based on the proven premise that the most profitablebusiness strategy is not to aim at the center of the market, but rather at theedges, Positioning for Professionals iswritten for leaders, managers, and other senior executives of service companiesin with a particular emphasis on professional service firms.

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PBL in the Elementary Grades: Step-by-Step Guidance, Tools and Tips for Standards-Focused K-5 Projects (Project Based Learning Toolkit Series, Volume 2) Review

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(More customer reviews)My school has gone PBL and while I have visited schools and had inservices, I have found this book to be the most valuable. It is user friendly and keeps you from having to reinvent the wheel every time you turn around. It was worth every penny ... and they were my pennies not the schools : )

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The Linked Photographers' Guide to Online Marketing and Social Media Review

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(More customer reviews)Over four hundred million people have accounts on Facebook. Thousands, if not millions, of tweets are sent each day. Personal web sites are common. With all this traffic flying over the Internet, it's easy to see why some photographers believe that there has to be a way to turn all these electronics signals into dollars by selling their images online. "The Linked Photographers' Guide to Online Marketing and Social Media" attempts to tell photographers how to do this.
After a brief introduction to social networking on the Internet, the authors discuss some fundamentals of social network marketing, including preparation of a plan, branding, creation of websites and blogs, search engine optimization and analytics, and the use of ads. The third part of the book describes most of the major social media sites and the authors' suggestions on how to use them. The book concludes with descriptions of how the authors and other photographers have used social networking for marketing.
My first impression of the book was that it seemed rather general and did not provide enough specifics on how to use particular social media sites. Then, when I went on line with the book in hand, I found that the authors had provided more information than I noticed at first. For example, while I was familiar with Google analytics, which allow you to examine the nature of the traffic to your website (presumably so that you can improve your marketing), I was unaware that Facebook also provided its own analytics until the book led me to them. On the other hand, you won't learn how to design a good website in this book.
Even though I recommend this book for those interested in online marketing, I do have some quibbles. For example in their discussion of web sites the authors ignore the capabilities of software like Photoshop and Lightroom to create web sites quickly. It is true that these websites follow templates that are not designed for marketing, but photographers willing to spend a little time learning to use software like Dreamweaver can quickly customize the web sites created to make marketing web sites.
In the chapter on blogs the authors tell us that photographers' blogs should be tailored to their audience, but then go on to describe blogs that discuss primarily photographic technique and activities. That makes sense for individuals trying to sell to photographers but not for those trying to market their photographs or services to the public.
One area that is ignored is the question of how effective online marketing actually is for most photographers. It seems to me that the biggest problem photographers trying to sell their work encounter is one of too much supply and too little demand. I realize that these economic questions are beyond the scope of this work, but photographers should be warned that even if you follow all of the advice in this book, there will still be more marketing to do.
For the photographer interested in marketing through social networking, this book will provide a good introduction. No one should expect that merely following the advice in this book will result in the sale of a single image.


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"The Linked Photographer's Guide to Online Marketing and Social Networking" is a complete resource for photographers looking to improve their business through social media. This book provides a step-by-step process for getting a photographer's business online, and acts as a reference guide for the variety of online marketing options on the web. This one-of-a-kind guide is the key to making social media work for the photographer to improve their business!

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Legal Research: How to Find & Understand the Law Review

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(More customer reviews)I am a legal assistant and I use this book constantly! It gives you great strategies to work more efficiently while getting better results. I had no idea how many legal resources there are online! This book tells you which sites are the most reliable and easy to use. It also demystifies annotated legal codes, case digests, state reports and many other research tools. But most importantly it is extremeley well organized and easy to use. I wish that I had discovered this book when I was a student!

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