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Lessons for Professional Services Firms, Part 2 In Part 1 of this series, my colleague Michelle McCormick wrote about the challenges inherent to marketing a professional service such as law, accounting, finance, medicine and dentistry. Without retail products to sell, these professions are judged by more-intangible assets such as knowledge, client service, experience and reputation. Differentiating one organization or professional from another can be challenging for consumers. It’s easy for a consumer to research online…
According to many sources, 80 percent of new year’s resolutions fail by the second week of February. I, for one, am still going strong in my resolution for punctuality. However, the general statistics are bleak and discouraging. (It’s almost as if “they” want you to admit defeat before getting started.) Now that we have entered the statistically proven timeframe for resolution failure, let’s consider resolutions in a new light. Sometimes resolving to do XYZ…
Take a look at your desk. What do you see? Chances are, a lot. If your office space is as cluttered as mine, I welcome you to my tribe. But it’s time for a change, and I am ready for some KonMari in my life to help me get to — and keep — a streamlined, simpler office environment. I’ve never had a tidy office for any length of time. It’s a known fact to…
When the Harvard Business Review publishes a six-part series about a particular subject, you know it’s a hot topic. Their most recent series, which begins with “Time for Happiness — Why the pursuit of money isn’t bringing you joy — and what will,” is a must-read. As the article states, “… most of us fall into a trap of spending time to get money, because we believe money will make us happier in the…
Super Bowl Sunday is just days away. The event brings out two distinct types of participants: those who are interested in the biggest football game of the year, and those more interested in the marquee commercials. For this year’s game, CBS set the price at $5.1–$5.3 million per 30-second ad, and even before we knew which teams would be playing, nearly all of the ad space was sold out. As of January 23, 2019, confirmed…
A friend recently took me to an incredible hamburger restaurant. Although I don’t eat much meat, sometimes a good burger just hits the spot, especially in the dead of winter. But it takes the right formula to make it great — much like a good public relations strategy. Without the key components — quality meat, tasty toppings, a fresh bun and variety of sides — the overall experience will not be memorable. Developing a PR…
If you are looking to make email marketing a priority in 2019 (and yes – you should be!), one of the first steps is to determine which email marketing platform is the best for distributing your content. Your choice of email marketing service can have a significant impact on the success of your marketing campaign, so it’s important to do your research. Email marketing is one of the most cost-effective marketing tools for businesses. Last…
How would you handle this sticky situation? One of the partners at a firm continually rejects corrections to his punctuation and grammar errors in articles that are emailed to clients and posted on the firm’s website. His changes go directly against the firm’s house style, not to mention Chicago, AP and basic rules of grammar. Without firm management giving authority to the copyeditor/proofreader to override the partner in favor of correct usage, the partner’s material is…
The start of the new year is a good time to review your firm’s public relations/communications strategy and plan. It is also a good time to manage your firm’s expectations of your public relations program. There are many misconceptions about how PR works, so explaining the process and underlying value to a law firm can be an uphill battle. If you are in charge of your firm’s public relations program, you’ll want to educate the company…
The Hollywood award season is upon us and with it should come some juicy new headline-making moments. The Golden Globes is one of the biggest nights for the entertainment industry, yet this year’s big winner was not a celebrity: The Fiji Water Girl became the talk of the town because of a clever marketing stunt. Fiji Water has been a sponsor of the awards since 2015, but most viewers may not have known that…