Strike a Balance. Graphics compel your audience to stop and pay attention to your message. Words, however, keep their attention and compel them to action. Strive to create a balance between graphics and words in your communications. Include your writer in your creative planning meetings. Encourage your designer to collaborate, not to drive, the creative process.

Keep the Focus. Understand the difference between the features and benefits of your services or products. Your print and on-line marketing communications should clearly answer the target audience's question, "What's in it for me?"

Double Your Money. Are you making the most of your speaking engagements? Your presentation can become a hard-working resource after it's over. Transform your remarks into a tip sheet that salespeople can distribute. Archive your presentation on-line and promote its availability through the use of e-mail. Summarize the speech's highlights in a letter to a reporter or editor to suggest a possible feature article that ties into a breaking issue or industry trend. Be creative.