Treat Trade Shows as More Than Just a Line of Exhibits
By: Sharon Berman, Published: Los Angeles Business Journal Select trade shows are the cornerstone of many businesspeople’s marketing programs. If you’ve exhibited in the past, you know what a tremendous investment of time and money they are. How can you get the biggest return even if you don’t have the flashiest booth at the show? […]
Comfort Zone
By: Sharon Berman, Published: Daily Journal Extra Marketing takes time to master and is a daunting obstacle for many lawyers, but it is a tool that can clear a path toward building new business. Successful attorneys need much more than excellent legal skills if they are to prosper in today’s competitive legal environment. No matter […]
Tracking Results
By: Sharon Berman, Published: The Daily Journal Lawyers can learn valuable business development lessons from their marketing failures as well as their successes. As disappointing as losing can feel, the silver lining lies in the lessons one can learn from these situations. Whether a marketing event resulted in a win or a loss, a thorough […]
Effective Marketing Means More Than Advertising
By: Sharon Berman, Published: Los Angeles Business Journal I recall once speaking with the owner of a computer consulting firm whose business was gaining momentum through word-of-mouth referrals. Now, she said, her company needed some marketing. The question she asked: Where should we begin? It was clear that the woman’s company had been marketing itself […]
Proven Marketing Tactics Remain Most Effective Tools
By: Sharon Berman, Published: Los Angeles Business Journal Many people ask: “What’s new in marketing? What can I do that’s different?” They want to find some breakthrough tactic that will lead to spectacular marketing results. The truth is, there are very few marketing tactics. The key to marketing success is how you execute the tried-and-true […]
Taking Steps to Ensure Effective Professional Marketing
By: Sharon Berman, Published: Los Angeles Business Journal It used to be sacrilege to use the words “professionals” and “marketing” in the same sentence. Professionals “marketing” their services was inconceivable, if not disreputable. Marketing was only for marketing people and for soap. Today, most professionals realize that if they don’t successfully market their services, it […]
All Companies Need to Have Detailed Business Plans
By: Sharon Berman, Published: Los Angeles Business Journal, Entrepreneur’s Notebook Ask businesspeople if they’ve written a business plan, and many will tell you they don’t need to. They know exactly where they’re taking their business, they’ll say. Or their plan is in their head, so they don’t have to write it down. That’s too bad, […]
Recession-Proof Your Marketing Plan
By: Sharon Berman, Published: California CPA In times of uncertainty or when facing a potential economic downturn, CPA firms comb their financials looking for areas to prune. Unfortunately, many CPAs believe that marketing is one of the first “discretionary” areas that can be cut without adverse consequences. But nothing could be further from the truth […]
Clear Objectives Enhance Success of Marketing Plans
By: Sharon Berman, Published: Los Angeles Business Journal The term “integrated marketing” is bandied about a great deal these days, but what does it really mean, and why are so many people using it? Even more to the point, should you develop an integrated marketing program for your business? Webster’s defines “integration” as “the combining […]
Publicity Payoff
By: Sharon Berman, Published: California Law Business Attorneys who accept the need for marketing can use it to pull in clients and prestige. Legal marketing has recently begun to come into its own as a recognized necessity for law firms and lawyers. Marketing is no longer the four-letter word it once was, equated with selling […]