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Marketing Craftmanship
FEBRUARY 21, 2023
They should not feature employees or clients Presented in a quick-reading Q&A editorial format, with 10 – 12 questions that highlight the individual’s personal and professional background, insights, and opinions Purely objective in nature.
Marketing Craftmanship
OCTOBER 22, 2019
For better or worse, your clients judge you (or your firm) primarily on a personal, visceral basis. There’s a widely used survey methodology that yield “Net Promoter Scores,” designed to measure client loyalty; but for most small firms, you really only need to ask three questions: 1. Are we meeting your expectations? If not, why not?
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Marketing Craftmanship
MARCH 13, 2021
Tired of declining to comment on his market share issue so many times, I finally said to him one day, “Why do you keep asking me that same dumb question? Some Reporters Have Personal Agendas. He asked me a question that I didn’t really understand, but my ego did not allow me to admit to him that I didn’t know the correct answer.
Marketing Craftmanship
JANUARY 8, 2021
If marketing can gain a sense of what actually occurs on sales calls — ranging from how the product or service is described, to the prospects’ questions and objections — it will be in a much better position to craft tools and tactics that are based on market realities, rather than sales reports.
Marketing Craftmanship
SEPTEMBER 18, 2020
There are valid social and physiological reasons most people don’t do the things necessary to maintain their personal health and fitness. ” Each time I’ve met with a prospective client over the past three decades, one of the first questions I ask is, “Do you have a written marketing plan?”
Marketing Craftmanship
SEPTEMBER 1, 2015
For better or worse, your clients judge you (or your firm) primarily on a personal, visceral basis. There’s a widely used survey methodology that yield “Net Promoter Scores,” designed to measure client loyalty; but for most small firms, you really only need to ask three questions: 1. Are we meeting your expectations? If not, why not?
Marketing Craftmanship
AUGUST 29, 2017
For starters, they should be published on LinkedIn, both on your personal profile (as a long-form blog post like this one), and as an “Update” on your firm’s corporate LinkedIn page. With a few seconds to grab a potential reader’s attention, headlines are the most critical element of a blog post. Your posts are too long.
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