COMMUNICATION

There is no magic, only brute persistence, consistency, and attention to detail.

—Tom Peters, Business Management Practices Author (1942–)

Skills and talent are insufficient for success. You need a combination of skills, talent, and drive—and the ability to communicate them.

Madonna is a good example of this. Is she a great singer? Probably no one would say that. But she's a good enough singer, and combined with her songwriting, production skills, and drive, plus her ability to communicate—to connect with—her audience, that's been enough to enable her to become enormously successful.

This chapter deals with the communication part of self-promotion—both verbal and written—and how a disciplined approach to both can create the desired impact on your audience.