The biggest challenge in any marketing or business development campaign is to identify those people who do - and don't - need your services and which ones are willing to pay your prices to receive them. This is what picking different segments of the marketplace is all about.
There are hundreds of newsletter "vendors" who purport to customize the content of a particular newsletter to fit your practice area, however many professionals decide to design their own product - totally targeted to the marketplace, type of practice, and the makeup of their clientele.
Seminars can be highly successful or dismal failures. Although nobody can control all the factors that will attract prospective customers, there are ways to improve the odds of success.
Selecting the media to target is somewhat similar to deciding where to run an ad. Some publications will run your press releases or articles with a byline as a quid pro quo for your advertising, but these tend to be special purpose journals, such as those organized around a trade conference.
