I just received an invitation to be published in a Who's Who of American Professionals book. Again.

All I have to do is confirm my information -- and pay a little fee.

If you have to pay to be considered a "who's who," that's not an honor, it's a product. It should be called the Who's Who Among Professionals Who Pay to Be Listed. Now we know the price of fame.

I'm sure there must be a point to these publications, but I just don't see it. When you make an offer to a prospect, it doesn't hurt to be clear about why it's a good offer.

Labels: marketing