Make a Living at What You Love…But, Learn How to Market
I knew what to expect as soon as the professor told me none of his students take business classes. These were jewelry students, but it applies to a large percentage of every profession: Many practitioners, whether they are artists or lawyers, whether they work with their hands or provide services, resist the idea that they […]
Take Charge of Your Online Presence
Social media and the online world in general have many professional services firms worried…but why? With so many benefits of social media, it’s crucial for professionals to take control of their online presence, and make it work for them. A law firm client we recently worked with was completely averse to having a LinkedIn profile, […]
Practical Innovation on an Everyday Scale
In June, Proctor & Gamble introduced a new product, ZzzQuil, a product line extension of the over-the-counter sleep aid NyQuil, but without the cold medicine ingredients. In a recent Wall Street Journal article, “The Innovator’s Enigma,” John Bussey discussed analysts’ negative reaction not to the product itself, but to the fact that it was derivative, […]
Sweat the Small Stuff
Berbay has coordinated numerous photo shoots for our clients – headshots, group photos for websites and ads, etc. – but we encountered something new the other day. I received a call from a worried client stating that the photographer, who Berbay recommended, was in the building lobby but wasn’t being let up to the firm’s […]
Build Now, Benefit Later
As I met with a law firm partner this week, he reminded me of something professionals usually overlook—the importance of building relationships while employed by a firm or in the corporate world. Those relationships will hold you in good stead if you should decide to become your own boss. This particular attorney started his own […]
Service Beyond Borders
Traveling can teach you a lot about different cultures—as well as about marketing. On our recent trip abroad, I was reminded about some time-honored marketing do’s and don’ts. One incident demonstrated how even small messages can make a big difference. When we were in Turkey, we stopped outside one of the hotel’s restaurants to read […]
Now Is The Time to Capture Your Share of SEO Leads
Through a proactive campaign, astute firms can position themselves to gain market share through relatively low cost search initiatives, while competitors are losing qualified leads and busy explaining why general counsel won’t be searching for them online. Firms marketing directly to consumers, such as personal injury, criminal defense and bankruptcy lawyers were the early adopters […]
Three Reasons to Keep Marketing Even When You’re Busy
Do you have so much business that you don’t think you need to promote your services? That’s great, but there are three vital reasons why you should market anyway. Consider the following factors: 1. Is the bulk of your current business the kind of business you really want? Is it profitable? Does it satisfy you […]
What’s in a Name?
In his book, How Pleasure Works, Paul Bloom cites research experiments that point to the fact that we are all drawn to and trust what is familiar. Lawyers, accountants, engineers, and other professional service providers, take note! Familiarity is an important factor to use to your advantage in business development. Your chances of obtaining a […]
Leverage or Lose It
When we propose to our professional services clients that they place a bylined article in an industry or professional publication, they sometimes ask about the circulation of various venues, usually with an interest in selecting the one with the widest distribution. While circulation or website hits are valid measures, they should not be your sole […]