On January 21, David Schiffer presented a talk before a chapter of USA 500, by invitation. The talk was part of a monthly online Round Table, and the group is a networking organization for lawyers and CPAs. Speaking on marketing, I always start with the question “how do you see yourself?” followed by “how do you want your audience to see you?”. From this, everything follows – from the graphic design of your website to its content, language and positioning statements. I also delved into preparation of marketing materials for search engines: what to put in, and what to leave out. The talk was accompanied by images depicting successful (and unsuccessful) marketing approaches, and some detail on web technology.