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When I begin working on content for new clients, I do what every competent copywriter does and I check out the competition's Web sites. And recently, when I was talking with a graphic designer, I discovered she does the same thing. This is not to copy or steal ideas – instead, it's a great launching point for something new and different. Sometimes, one word will give me an idea for a new slant than what I had been considering.
A couple thousand people filled the convention center in downtown Cincinnati to hear the featured speaker. I was among the attendees at this annual conference, which took place 20 years ago. We were excited, because the speaker was a famous ex-athlete, and we were curious to see what he was like in person. I was looking forward to hearing what he had to say.
This is one of the most common questions I get from my clients: "Our market is commoditizing and getting more and more competitive. How can we differentiate ourselves more clearly and effectively?"
However, you communicate with your customers, on the phone, in person, chat or email, there are some guidelines to make it easier, better and more effective. Let's jump right in.