In my book, That Was Zen, This Is Wow, Dr. Russ Riendeau and I share 232 fun, witty, and thought-provoking ideas for real-life change.

Whether you are a banker, attorney, independent consultant, real estate broker, accountant, financial planner, insurance agent, corporate executive or entrepreneur, you will want to follow these Top 13 Marketing Aphorisms from the book. They are a great source of inspiration to help you implement marketing best practices to expand your business.

1. Name your house and your property; it'll sound bigger. The same holds true for newly created customer services and practice areas.

2. First consider the other person's point-of-view...you. Don’t settle on becoming another provider of technical expertise for your prospects and clients. Find out what they really care about in order to become their “Trusted Advisor.”

3. Your revolution doesn’t have to be really big—just meaningful. Create a simple, executable marketing plan for yourself. Sending greeting cards to your clients and prospects 4 times a year can be a really good start.

4. Is what I'm about to do going to take me closer to or further from my goal? Set specific marketing goals and only take on initiatives that will help you reach them.

5. Do something radical. Eat yogurt with chopsticks…blindfolded. Don't get stuck in "this is the way we always do it" routine - try something new.

6. Better to pay an expert plumber than to pay an expert carpet cleaner too. Enlist the help of outside vendors, suppliers, and/or consultants when you don't have the internal resources to take on an important project.

7. Rehearse your elevator speech on any idea you are promoting. 20 seconds -- GO! Make sure all your employees can clearly describe what your firm does, for whom, and the value it provides.

8. Tell your significant other you love them. Don't be so stingy with the word. Your customers also need to hear how much you value their input and patronage.

9. People forget names, never smiles. Each contact you have with a client or prospect – be it a thank you note, proposal, interesting article, and/or a follow-up phone call – should be used as a marketing opportunity.

10. If you own two books, you have a library. If you have two apple trees you have an orchard...It's your choice that makes things so. Don't let a perceived lack of resources stand in your way - get creative on how to use them.

11. Personal fitness can’t be stored. It is an ongoing process built into daily habits. Marketing can and should be done on a daily, weekly, and monthly basis. Take action today to reach out and communicate with a prospect, client, or referral source.

12. Before you spend, ask, "What is the return?" Spend the bulk of your marketing dollars on programs that are sure to generate the most value (i.e. new customers, incremental revenue) for your organization.

13. Accountability is the greatest gift to yourself and your friends. The best laid marketing plans will fail when they end up in your bottom drawer. Therefore, meet a group of "outsiders" monthly to review your activities and results.

Marketing success is not accidental. It takes hard work, focus and commitment for it to be successful. Use these ideas as building blocks to build powerful marketing campaigns. For 219 additional inspirations, my book is available at www.engelmanmanagement.com.

Rob Engelman, President of Engelman Management Group, provides marketing and management leadership through contract consulting and “best practices” seminars to companies ranging from start-ups to Fortune 100 behemoths. Rob’s first book, That Was Zen, This Is Wow – 232 Ideas for Transforming Your Life from Ordinary to Extraordinary (co-authored with Dr. Russell J. Riendeau, PhD & published by Eyecatcher Press) was released in 2005. Rob is also Podcasting at www.zen2wow.com.


ROB ENGELMAN - BIOGRAPHY

Rob Engelman, President of Engelman Management Group, provides marketing and management leadership through contract consulting and “best practices” seminars to companies ranging from start-ups to Fortune 100 behemoths.

Organizations such as Citicorp, McDonald’s Corporation, and the Chicago Bar Association have benefited from Rob’s unique brand of strategic thought leadership and nationally acclaimed training programs including: Best Practices of Personal Marketing, SUREFIRE Marketing, & Negotiations Made Simple.

Rob is well known in the field as he has had numerous articles published in association and trade journals, and has presented to several groups and organizations including the Chicago Association of Direct Marketing, the Mailorder Gardening Association, and the Institute of Food Technologists.

Rob’s first book, That Was Zen, This Is Wow – 232 Ideas for Transforming Your Life from Ordinary to Extraordinary (co-authored with Dr. Russell J. Riendeau, PhD & published by Eyecatcher Press) was released in March, 2005.

In addition to being a writer on current business issues and a trusted quoted expert in national publications, Rob is an adjunct instructor at the University of Chicago - Graham School of General Studies, as well as other leading universities.

Rob holds an MBA from Northwestern University's Kellogg School of Management, a BA from Dartmouth College, and a Certificate in Management and Leadership from the University of Michigan Business School. Rob is also a member of several professional organizations including Vistage International, the American Marketing Association and the Chicago Association of Direct Marketing, and he sits on the board of the Kellogg Alumni Club of Chicago.

Prior to forming Engelman Management Group, Rob was Vice President of Marketing for Citicorp Diners Club as well as at an Internet start-up organization.

Along with his passion for helping businesses grow, Rob is a Podcaster at www.zen2wow.com, a die-hard Cubs fan, and an avid tennis player and skier. He lives in the suburbs of Chicago with his wife, two children, and two frogs.