The Generous Act of Marketing

The Generous Act of Marketing

For the past 20 years, the B2C marketing profession has been moving in the direction of professional services. These consumer-focused companies are finally learning what professional services firms have known for decades—dare I say centuries. Sales and Marketing are...
How to Write a Brochure, If You Must

How to Write a Brochure, If You Must

I lament the overuse of marketing brochures as crutches in lieu of purposeful discussions and meaningful client interactions. I simply try to avoid spending marketing time and resources on perfunctory, haughty, worthless marketing collateral.

HOWEVER, if Marketing is going to produce a “brochure,” here is how to write a brochure correctly.

What is Marketing?

What is Marketing?

My wife says that I tilt at windmills when I try to convince the professional services world that Marketing is strategic and more than making things pretty. Alliance partners and business leaders say they have the “strategic stuff” covered. My marketing peers wonder why I expend so much energy and political capital fighting an undefeatable foe.  After all, it’s easier to just ride a horse in the direction it is going.

In the immortal words of John McClane in the movie Die Hard, “Yipee ki yay,…!”

12 Steps to Transform Professional Services Marketing

12 Steps to Transform Professional Services Marketing

Professional services marketing is like no other.

Professionals services firms market complex, intangible solutions to what are big, public, and potentially embarrassing problems. The solutions are bought by the most sophisticated c-level buyers at top companies around the globe.  And, professionals must operate from Byzantine, matrixed systems in one of the most political and contentious ownerships structures, a partnership. 

Buyer Persona Shortcomings

Buyer Persona Shortcomings

Has your firm’s marketing team developed “personas” yet? If you haven’t, please don’t. If you have, please throw them out. I have always had a distaste for the “persona” craze that has gripped marketing during the “content marketing” fad. Sure, I get that writing a...

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