Editing has always been important to writing good sales copy, but the ease of publishing on the web has taken writing out of the hands of professionals and into the hands of anyone who wants to put up a website, blog or even to (excuse the expression) tweet. In an effort to appeal to the search engines,… Continue reading Web content, sales copy and gobbledygook
Category: Sales and Marketing
Relationship Marketing | Cultivating Your Referral Base
Alex is a financial planner with a solo practice in Chicago. He’s been in business for about 4 years, but his income has taken a beating over the last 6 months or so, since the recession hit. He’s lost a bunch of clients, and can’t seem to find new ones to replace them. Geoffrey’s financial planning practice is going great… Continue reading Relationship Marketing | Cultivating Your Referral Base
Niche Marketing | Why trying to serve everyone doesn’t work
When a general practice attorney named Joan called me about 9 months ago, she was a bit concerned about the future of her small firm. Like many solo attorneys, she left a larger firm to go out on her own, only to find that landing new clients was difficult. Joan had been surviving on some referrals, but… Continue reading Niche Marketing | Why trying to serve everyone doesn’t work
Marketing Ethics | Balancing Effectiveness and Values
Rob really wants to fire a difficult client who’s sapping his energy and taking too much time, but can’t afford to, so he finds himself working to keep them instead. Victor’s marketing isn’t working and he desperately needs more clients, but since he’s not comfortable with any of it, so he stays stuck. Andrea is bearish on the market and… Continue reading Marketing Ethics | Balancing Effectiveness and Values
Inbound Marketing | Can you be found?
It’s been known for years that to be able to market effectively, you have to have the right message in front of the right audience, at the right time, in the right place. And today, the right place is very often online, using inbound marketing strategies, because some of the more traditional techniques are too expensive… Continue reading Inbound Marketing | Can you be found?
Referral Marketing: Fire that client!
I’ve long been a proponent of getting rid of clients and projects that drain your energy and give you little in return, so I was delighted to see a recent post on the marketing catalyst blog about how saying no to a client can be a profitable marketing tool. See if you agree that Bruce Allen has… Continue reading Referral Marketing: Fire that client!
Strategic Marketing | What are you waiting for?
Strategic marketing is often thought of as something more sophisticated than your average marketing plan; but a post on Drew’s Marketing Minute that I came across today points out that many small businesses need to just focus on the obvious: “According to research from Webvisible and Nielsen: 63% of consumers and small business owners turn… Continue reading Strategic Marketing | What are you waiting for?
More On The Connection Between Sales & Marketing
There’s been a lot of talk about the importance of closing the loop or connecting sales and marketing. In many companies these two departments (that should be so connected) are working independently and not integrating their efforts. As a result, lots of new business opportunities fall through the cracks. In a post on the LawMarketing Blog,… Continue reading More On The Connection Between Sales & Marketing
Web Evaluation | Where is your marketing message?
Everybody has a website these days,and there is a lot of information on the internet and in the press about websites and how to make money from them. But did you ever notice that many of the websites that you see on the internet are totally generic and give no real flavor for what this firm… Continue reading Web Evaluation | Where is your marketing message?
Web Evaluation Case Study: Increasing conversions for a law firm
When a law firm recently contacted me about improving their internet marketing, it was clear that their website was already getting a lot of traffic, but their visitors weren’t converting into paying clients. When I visited their site, a couple of things became obvious, one was that their site seemed generic. It looked like 1000… Continue reading Web Evaluation Case Study: Increasing conversions for a law firm