WHOM THE GODS WOULD DRIVE MAD
They First Put In Charge Of Mailing Lists If the computer hadn't been invented, professional services marketers would have had to invent it. We depend so much, after all, on knowledge and data, and manipulating it, and accessing it, that we couldn't get past 10 A.M. without the computer to help do it all for us. '
IT BOILS DOWN TO ONE CLIENT AT A TIME
Here's a little secret about professional services marketing. It always comes down to selling the individual clients ' one by one. And it doesn't matter if your firm is the largest or the smallest. You can talk about strategies, image, niche marketing and branding. You can talk about articles, brochures, press releases and seminars. But it always comes down to selling the individual clients ' one by one.
A ROLL OF NICKLES AND A PHONE BOOTH
From major corporations, and both small and large public relations firms, comes a stream of so-called releases and other material that's so inept, and so primitive, that you must ultimately realize that those who do it right must have a vast array of skills, talents and imaginative energy. It must be difficult, because how could it be simple when so many people do it wrong? And of course, the client pays the high price of doing it wrong.
I LEARNED IT IN MBA SCHOOL
The Differences Between Marketing a Product and Marketing a Law Firm ' And Why It Matters The problem with a lot of law firm marketing is that too many marketers are still using traditional product marketing techniques, as they are taught in business schools, and ignoring the distinctive realities of law firm marketing as opposed to product marketing. But the differences between marketing a profession and marketing a product are profound. The result is that a'
Hard Sell Sells ' Pitching Your Law Firm
Would You Buy a Used Car from This Ad? One of the great exercises in frustration is trying to get some sell into an ad, a Web site, a brochure, or any of the social media for a law or accounting firm. Anyone whose experience resides in promotion in any of these media tends to gravitate towards the hard sell ' to channel those wonderful TV pitchmen. And you can bet that it's the way'
FIRST IMPRESSIONS AND BUSINESS DEVELOPMENT
FIRST IMPRESSIONS AND BUSINESS DEVELOPMENT - Following a recent engagement as a marketing keynote speaker for the Beverly Hills Bar Association, an attendee asked me a question about the importance of first impressions in making sales. For anyone engaged in legal sales or who provides business development presentations, it's hard to deny that the role fo first impressions is the foundation for an excellent question. One of the best answers can be based on Malcolm Gladwell's…
I Caught It ' Can I Keep It? <b><i>Keeping Your Client Out of the Competitive Pool</i></b>
The conventional wisdom is that it costs more to get a new client than to keep an old one. And for once, the conventional wisdom is correct. Yet, many professionals too readily take clients for granted. Or don't look for opportunities to increase revenues from perfectly satisfied clients.
I Caught It ' Can I Keep It? <i><b>Keeping Your Client Out of the Competitive Pool</i></b>
The conventional wisdom is that it costs more to get a new client than to keep an old one. And for once, the conventional wisdom is correct. Yet, many professionals too readily take clients for granted. Or don't look for opportunities to increase revenues from perfectly satisfied clients.
I Caught It ' Can I Keep It? <br<<i><b>Keeping Your Client Out Of The Competitive Pool</i></b>
The conventional wisdom is that it costs more to get a new client than to keep an old one. And for once, the conventional wisdom is correct. Yet, many professionals too readily take clients for granted. Or don't look for opportunities to increase revenues from perfectly satisfied clients.
What Works and What Doesn't in Legal Advertising
In advertising, it's amazing what works and what doesn't work. It isn't always what you think it is.
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