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Marketing isn’t about you. Oh, you’re an important part of it, just not the only part. You have a partner, a prospective client, the person you’re courting, and you can’t ignore them. Just like you can’t ignore your partner on the dance floor. You lead, of course, because it’s your dance. But you can’t make your partner do anything they don’t want to do. Dancing has rules. You don’t walk up to someone and start…
I heard from an attorney who liked my new Kindle book but. . . found a typo. A big, hairy one I can’t believe I missed because it was in the introduction. In fact, it’s the word “introduction” which was missing the letter “r”. Did you catch it? Neither did I. Neither did my writing software. Or my editing/spell-check software. Or Amazon’s upload mechanism which gave me the “all clear” on spelling when I uploaded…
Have you ever been interviewed and had the interviewer try to “share the stage” with you, talking too much instead of asking questions? I have and it’s not good. When you are invited to be the guest on a podcast or conference call, the host should edify you to their audience. They should present your background, say nice things about you, and make you look every bit like the expert you are. They should make…
You’ve got content you give away to get leads and build your list. Because it’s free, it may or may not bring you high-quality leads. But, you’ll take them. If you get 100 sign-ups this month by giving away a report and only 5 “buy” your services, you could make out like a bandit. The other option is to offer paid content. Being a professional doesn’t mean you can’t (or shouldn’t) create seminars or books…
Rule #1 of marketing: Nobody cares about you, they only care about themselves. They don’t care about your office move–unless your new office is more convenient for them. They don’t care about your new website design–unless it makes it easier for them to find things they want. They don’t care about your vacation, what you ate for dinner, how you broke your leg or the birth of your latest grandchild. Not really. They may be…
A 2017 study underscores the importance of providing physical contact with infants, especially when they are distressed. In fact, the study says that cuddling can “actually affect babies at the molecular level, and the effects can last for years.” So, human touch is important to little humans. What about for grown-ups? When a client is upset or needs reassurance that everything is going to be okay, I don’t need a scientific study to know that…
Early this morning I heard a very loud motorcycle gunning it down our otherwise quiet residential street. Why so loud? Doesn’t he know people are still asleep? I thought his indiscretion might be because He’s late for work. Force of habit. He’s always pushed the speed limit and continues to do that without thinking. He’s a jerk. He likes to ride fast, he wants to show off his expensive toy, and he doesn’t care if…
You ask your clients, “How did you hear about me?” Good. That’s important to know because it lets you do more of what’s working and less of what’s not. Another helpful question to ask is, “Why did you choose me/our firm as your attorney?” The odds are you were hired because of one or more of these reasons: They know you. They’ve hired you before or know you (or one of your employees) personally. Or,…
An article in Forbes is about what makes the ‘Trader Joe’s’ grocery chain so successful. It talks about how they provide good value, keep things simple, and give customers an enjoyable experience. As a regular shopper myself, I have to agree. But one point in the article, in particular, caught my eye. The way they value and support their employees. TJ’s, as all the cool kids call it, understands that it is their employees that…
When you want people to do something–read your post, register for your event, take you up on your offer–it’s almost always a good idea to use an appeal to urgency. You want to convey the feeling that what you’re offering or promoting has “never before been available, and it never will again.” You probably won’t say those words (although you might) but that’s the feeling you want to convey. Urgency is an important tool in…