Archives: Marketing

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Four Cornerstones of Effective Marketing

Ask a dozen professionals to define marketing and you might receive a dozen different responses. From retailer to B-to-B enterprise, from service provider to widget manufacturer, from Fortune-listed to start-up — marketing is defined based on what we’re offering the market, who we’ve targeted, and what is required to create appropriate visibility. But all of … Continue Reading

The Four Keys To Acquiring Quality Leads

Most professional service providers would welcome a more consistent and robust flow of quality leads. Scratch that. When it comes to business development and sales, virtually every professional service provider I know is searching for a way to connect with potential new clients. So much so that this is the promise of marketing strategies, the siren song … Continue Reading

“I Don’t Get The CMO Thing”: 5 Ideas To Change The Conversation That Dooms Marketing Leadership From Day 1

The year was 2009. The law firm managing partner was confessing. Not in a contrite or inquisitive manner. The tone was incredulous. He didn’t get it; and he seemed to politely resent the idea that he should invest any time or energy discussing it. Ironically, he was elbows deep in the process of interviewing for … Continue Reading

How To Build A Marketing Approach That Delivers

Ask a dozen professionals to define marketing and you might receive a dozen different responses. From retailer to B-to-B enterprise, from service provider to widget producer, from Fortune-listed to start-up — marketing is defined based on what we’re selling, and who we need to motivate. But all of us, unique perspectives notwithstanding, count on our … Continue Reading

Typesetters, Kodachrome and Taxi Cabs: Perspectives On Changing Direction

Long ago, before digital became the state of the art, the print industry hadn’t seen significant change for decades. Actually it wasn’t all that long ago in the scheme of things. Less than twenty-five years. Then someone figured out ones and zeroes. And norms for an entire industry began to shift. Seemingly overnight, what had once … Continue Reading

How To Build A Marketing Strategy That Will Deliver

Ask a dozen professionals to define marketing and you might receive a dozen different responses. From retailer to B-to-B enterprise, from service provider to widget producer, from Fortune-listed to start-up — we tend to define marketing based on what we’re selling, and who we need to motivate. But all of us, unique perspectives notwithstanding, count on … Continue Reading

Why Listening Should Be Your #1 Business Development Action Item

All listening is not the same. Consider the differences in the way you listen to talk radio as you sit in traffic; to the argument of an adversary; and, for the slightest whimper from the new born down the hall. The soundtrack of a day is complex. Most of us are adept at juggling multiple channels … Continue Reading

Four Ways To Deliver Value Through Your Business Development Activities

When the goal is to develop new business relationships in a competitive marketplace, simply being visible — having your name “out there” — isn’t near enough to differentiate you from the crowd. And though there are certainly approaches to visibility that can elicit a Wow, if your marketing focuses solely on name recognition, you will … Continue Reading

For Everyone Sick Of All The Talk About Networking

Let’s cut to the chase. Why do you need a network? Because your network is your market. Every day many professional service providers wrestle with how to develop new business — not because of inferior work product or poor client service; but because their network is not large enough to supply the connections, generate the referrals, … Continue Reading

We Might As Well Be Speaking A Foreign Language

When it comes to the challenges of communicating — telling a story, marketing a practice, stating a case — old dogs often wear blinders. Our attempts at conveying a message stem from our personal understanding or experience, utilize the language we’ve always used. Understandable. After all, we talk about what we care about, and use … Continue Reading

The Most Important Conversation Yet

If you want to test the viability of your approach to business development (or maybe even the quality of your most valued relationships), few questions will reveal more than this one: “Have I built a bridge to the next conversation?”. When considering business development and marketing efforts in today’s environment, the temptation — in fact, … Continue Reading

My Market Used To Come To Me!

“Describe your ideal target client,” I asked. After shooting me a look that said that is the dumbest question I’ve ever heard, the law firm partner said, “My ideal client is the next person that walks into my office or calls me on the phone in need of a lawyer.” Translation: “My market comes to me.” … Continue Reading

Hoping The Market Will Knock On Your Door in the Coming Year?

If you find yourself wondering where work will come from in 2017, two things may be true about your marketing and business development efforts. Your professional network needs some attention; and you have a shortage of strategic targets. Many have been led to believe that a quality work product combined with excellent client service will … Continue Reading

Unlocking The (Not Too) Secret Combination For Marketing ROI

The setting was a business development workshop, and a law firm leader was raising a question: what should we be doing to get the highest value from our marketing and business development investments? The context was a familiar drill. Plans are drafted…and they gather dust. There is talk (hours of it at times) about websites, … Continue Reading

Musings From The Radio Studio — On Effective Business Development Communication

A lifetime ago, in what seems like a galaxy far away, I spent some time in the broadcast industry. More specifically, in a radio studio. At the time the fast paced “Top 40” genre topped most markets, and was designed to sound slightly anti-establishment with a shoot-from-the-hip tone. In reality, it was a highly structured, … Continue Reading

Business Development Success Is More About Asking The Right Questions Than Having All The Answers

The game show Jeopardy has had it right all along — knowing the right question is the way to win big. Conventional wisdom argues the point. And most of the time we buy into the argument. In virtually every venue — from personal relationships to building a productive professional network, from pitching a pizza franchise to … Continue Reading

Effective Business Development Strategies Are Built On This

The development of new business rarely occurs in a vacuum. In professional service firms where marketing and business development are silos at best, or necessary evils at worst, organic growth will be painfully difficult. And there will be consistent debates over where and how to invest resources. By contrast, firms that realize measurable success — … Continue Reading
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