For five years I wrote an expert column for the monthly newsletter of the Colorado Human Resource Association. I called my column "The CareerAdvisor"™ and Craig Lincoln, our grahpic designer, created a distinctive logo for the header. It was a takeoff on the CareerLab® logo, and therefore reinforced our brand.

The column was a key component of our marketing. Eight hundred words on a full page is a lot of FREE space to enhance your visibility. I made it a rule never to write a mediocre column. That way readers would return.