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16 Thought-pieces The major consulting firms frequently produce 'thought-pieces', which are articles designed to establish that they are on the leading edge of thinking about a particular industry issue. They are generally able to produce considerable evidence to support their ideas, drawn from their experience with the leading players in an industry. Whilst you are not in a position to duplicate this practice exactly, you will be frequently well-placed to describe the commercial implications of your leading-edge research. If a new field of research or new results in an established field are likely to have commercial applications, then an article on this subject, sent out to your network and 'published' on a website, will help to establish you as the authority in applying this research. Flyers It is worth having short written statements, usually no more than one side of A4, about your key marketing message, your expertise and non- confidential examples of your work. A short list of clients is helpful if they are recognised names but first obtain permission to use their names in this way. You can give the flyers to prospective clients, make them available at relevant events, or leave them behind with clients after meetings. They are rarely effective if sent out by e-mail. They must give your contact details. It is perfectly acceptable for you to produce your own flyers rather than being professionally produced, although you should always print them on good-quality paper. Talks Speaking at business and industry association events is a classic way of promoting your name and establishing yourself as an authority in a particular field. You must be able to speak clearly and in an entertaining manner. It is essential to know the nature of the audience and to ensure that your talk addresses issues of interest to them and illustrates that you have some practical ways to solve their likely problems. Factor in some demonstrations or audience participation, so that the members of the audience walk out with a strong impression of your capabilities to meet their needs. Make sure that every member of the audience takes away something which means they can easily find you such as your business card, a summary Marketing Section 3