As you know, most attorneys and CPAs aren’t “good at marketing,” nor do most claim to be (… or want to be, in some cases). I am often challenged with the “I’m not creative” belief from my clients. They hope to get “new ideas” from me.

As a marketing advisor I must coach my clients to develop doable pro-active marketing skills. They need not become Mad Men! Practice marketing need not be very creative (ingenuity is always wonderful). In fact, too many ideas can become distracting.

I’m sure you also know many peers who think they have tons of great ideas… and fail to execute diligently. In fact, I contend that most of ‘client development’ is an accumulation of simple, everyday, habits. It may be as simple as turning reactive “waiting for referrals” word-of-mouth into pro-active education networking.

Creativity is fun and imaginative.
Still, it takes consistency, diligence, perseverance to complete a task, a project, a goal.

As a marketing advisor I help to generate ideas.
We brainstorm and prioritze.
Moreover, I help my clients to stay the course.

Way beyond creativity lay consistency.
After all, we learn through practice, practice, practice.
Branding is a matter of repetition, repetition, repetition.

Unfortunately, staying consistent can become boring.
Armchair “idea research” seems productive, but rarely yields clients.
What do you think?

The phrase ‘Center of Influence’ or COI is used often in sales & marketing, especially within the Insurance, investment, and financial services sector. Rather than marketing to them, we market through Influentials. Favoring the hub-and-spoke model, I agree with the strategy. It’s its execution I question.

The phrase ‘Center of Influence’ or COI is used too often in sales & marketing, especially by financial advisors. Not every CPA is a COI. Not every advisor exhibits the same amount of Influence. In fact, how can we measure Influence anyways?

Influence presumes following: Thus, measure the followers - measure the Influence (sort of, close enough, and at least materially). [Sure, we can be ‘moved’ emotionally by Influence, not just physically. But we expect thought to lead to action - especially when it comes to marketing & sales.]

It’s not always as easy as measuring followers of a blog, e-mail list, or LinkedIn 2nd degree reach (or twitter followers). The Centers of Influence in our off-line world must be ‘measured’ in less specific ways. (Besides, online following doesn’t necessarily equate to off-line action.)

I like to synonymize COI as Group Leaders. That is, I ask my clients to list people who “lead groups: any type of group: professional/trade association, networking group, civic association, golf outings, charity dinners, etc.”

While bureaucratic leaders may not wield the type of charismatic influence as we would want, at least they produce results. People show up, sit down, shut up, and listen… and spend money. Blunt; yet this is what we want our COI to do for us, eh? Those who ‘lead ad hoc groups’ showcase more charismatic influence than those leaders with titles. They naturally attract a crowd of listeners, fans, friends, etc.

Utilities like LinkedIn help us organize our database by Influence.

Bankers, consultants and marketers aren’t the only professionals looking to beef up their business skills for competitive advantage these days. At a growing number of law firms, top attorneys are being trained like business people, using executive education courses designed to strengthen management and business skills.

Click to read rest of the article.

Click here to read the ABA Journal review, with some interesting blog post comments from attorneys.

Take a moment right now to list all your marketing efforts: The ones you’ve tried, with little follow-up (or “didn’t work”). The ones you are planning to do. The marketing projects you want to do but aren’t quite ready to launch. And the projects that must be part of your day-to-day world.

We’ll explore specifics in upcoming posts… for now brainstorm in these 4 categories:

Strategic: These marketing projects tend to be longer-term and help to position your firm differently than others in your specialty or niche. For example, a strategic project can be developing a Client Appreciation Seminar series.

Wishlist: These are marketing projects are ones that you want to do. They may not yield new clients right away, or be significant revenue generators. Like strategic projects, they tend to be longer-term… They need not be as “important” as Strategic projects, but they help contribute to your firm’s culture (and/or your personal development). A Wishlist marketing project may be developing a book based on your expertise.

Opportunistic: These marketing projects are urgent and serendipitous (right place, right time). These are opportunities to promote your firm in a way that you weren’t planning. While it is not yet integrated into your Marketing Action Plan (it may be for next year), it is well worth it (yield is greater than cost) to pursue it. Hopefully, it does not derail the other important marketing projects. An Opportunistic marketing project could when you are invited to speak at a trade conference.

Tactical: These are your everyday marketing habits. These are the basics that should be reviewed at least monthly, if not weekly. Nothing dramatic happens if you don’t get to it today, but if days or weeks go by, your firm’s pipeline will be affected. For example, Tactical marketing includes your networking events, 1-on-1 follow-up, or e-newsletters.

By brainstorming in these 4 categories, you can ensure that your short-term Tactical are becoming systematic while engaging in more fun, long-term Strategic & Wishlist projects. Opportunities are everywhere… this will help you to hone your antennae.

To be successful, you only really need to:

1 - BE People Centric

4 - Do Great Work

Here’s how I distinguish these four tenets of success: Click Here…For the rest of the story

This all leads to their concern (fear) over what it’s going to take from them to “get over the hump” in order to get the results they want. Ultimately many then become resigned, focusing on all the reasons they can’t do what you propose, and then come up with every conceivable “objection” (real or imagined) to engaging with you. Price is the most prevalent objection, even though it is rarely the “real reason”. The real reason is that they either don’t see the value, or more likely, that they are afraid they won’t be able or willing to do what they need to do (their part) to create the results they want.

I recently converted a prospect into a client that followed this path. They were originally a “yes for sure”, then canceled, then a “not now, but definitely later” and finally a “let’s get started now” confirmed new client.

As for the how – I went above & beyond in offering Business Coaching (I’m also an experienced Business Coach) to help them move past what was standing in the way (themselves). This was as simple as a no-fee coaching session, and a couple of phone calls & emails. More importantly I refused to just give up (I wouldn’t buy into their resignation in the matter), but I was also not “attached” to gaining their business or desperate in any way. I just committed myself to their success – and – committed to their becoming a client now vs. later and the value that I could provide for them if they did.

The question is – where can you go above and beyond for a potential client, adding value up-front, that shows your commitment to their success? Perhaps you could show them a path forward, a way that they can do what they don’t believe they can’t do, to get the results they want.

Mark V Bullock Partner / PMA www.PracticeMarketingAdvisors.com www.MBullock.com

President Obama’s governance scorecard is debatable… he’s only 50 days in. His policies, including the Stimulus Package and the Budget, are also debatable… I’ll leave that up to the pundits and politicians. More than administration, Obama is making a major marketing mistake.

Obama’s Marketing Mistake #2 is more serious: We all remember the defining vision of Obama’s campaign; it is best summed up in his 1-liner: Yes We Can (‘hope’ and ‘change’ being other handles). What is the defining vision for this country that Obama has provided us?

We don’t have a clear vision articulated in a simple battle-cry (a 1-liner). What is the flag we can wave, that the media can splash? What is the 1-liner that clearly defines where Obama is taking us? Sure he may be trying to reform all 5 areas; that’s operations… Ironically, Obama’s not selling it with catchy rhetoric (thankfully he’s back to the optimism).

The closest we’ve got is Recovery.gov… and that’s not visionary, it’s disciplinary.

Culture change begins with a paradigm shift; an emotionally resonant affirmation. Such empty words are then filled with day-to-day actions. What is our paradigm shift? What are our day-to-day actions?

FDR gave us the New Deal. Johnson gave us the Great Society. Even Newt gave us the Contract with America. Kennedy’s “Man on the Moon within 10 years” would even qualify, as it rallied a segment of the nation.

I’m out of examples… what other defining visions have Presidents given us?

What could Obama give us? How about “Re-energize America”? Got anything better?

How does this relate to marketing our practices?

As leaders of our practice (partners, associates, staff) and leaders of our community (clients, colleagues, centers of influence)… we must provide an affirmative 1-liner – “bullets” that can be used at trigger points, to talk about us. Can we boil our boring 30-second elevator pitch into a catchy 1-liner? Yes We Can.

What am I saying? Have I lost my mind? Just the opposite: read on. When times are tough and money is tight, one of the first budget items that practices and firms cut is marketing. Cutting back saves money doesn’t it? Actually, cutting back on marketing can create an even deeper problem called smaller market share.

Not investing in marketing is counter intuitive to good business thinking. When you promote yourself when many aren’t, prospective clients will consider you above others. This climate presents the opportunity that you have been waiting for and lends itself to a high ROI for your strategic marketing investment. Do not be one of the many who act counter-intuitively to good business sense. Grab as much of the market share as you can handle, while others cut back.

You can market yourself with little or no cost. Actively gather testimonials and referrals. Publish a blog and an e-newsletter. Attend targeted networking events. Set up speaking engagements. These are just a few ideas. For maximum efficiency and accountability, retain a marketing coach.

The finished product is this four color trifold brochure. It tells the history of the business with all the services and features provided. This truly conveys a professional image that one is proud to hand out.

Have you ever received one of these brochures? I am sure that you have. Did this piece of work motivate you to buy? Did you read it from cover to cover? Most likely the answer is no.

You accepted it graciously and wanted to know how this service or product would make you money or save you money. Somewhere in the brochure it was mentioned but it did not stand out, nor was it compelling. In fact you never even read it before putting it on your desk.

If this sounds familiar, what has been accomplished? I call it collateral damage. The objective to grab the interest of the prospect failed and you are told that it will be read. If there is interest they will get back to you.

Your objective should have been to uncover the needs of the prospect and demonstrate what is in it for him/her. The hot buttons can only be hit when the prospect tells you what they are. Literature, though nice, does not accomplish the objective unless it is uniquely customized for the prospect.

You would be better served spending more time on relationship building; more time on presentation and discovery skills; more time promoting your expertise and less money and time creating pretty brochures that are about you. The result would be less collateral damage.

My concern is that direct regular mail marketing is a staple of day-to-day marketing. You may not want to utilize regular mail marketing due to its low lead generation ratio (and possibly low closing ratio). Arguably, it’s about 1%. True, one man’s junk mail is another business’ direct regular mail marketing campaign.

How do you go through the mail? Over the trashcan? The chuck-ratio of regular mail marketing is rather high. The chuck ratio of package mail marketing is much better - we don’t throw away gifts as easily. Inevitably the cost of this will also go up.

Moreover, I am saddened that during these challenging economic times our USPS is making it more expensive for the average business to market itself. They would argue that they are only meeting their own costs; and are staving off their own bail out.

What do you think? How does this impact your Word-of-mouth marketing strategies?

1) Obviously, to show potential clients (prospects).
2) Also, to show your other partners and associates (to set an example).
3) To make your other marketing materials (e.g., websites) more credible and relevant.
4) To segue into asking for referrals.
5) As your client writes the Testimonial Letter they are branding the positive experience they had with you (they are more apt to remember and thus recommend you).

It is best that they write the Testimonial Letter, and not just sign off on it. But you can give your clients ideas: Instead of a simple “praise letter” that basically says “you did a great job, thanks”… Ask your clients to be as specific as possible, without revealing private information, for example:
“In one or two sentences, can you describe the situation you were in?” (adversity/aspiration/problem)
“In one or two sentences, can you describe what we did to help you?” (advice/action/solution)

“In one or two sentences, can you describe how what we did helped?” (achievement/advantage/benefit)

This simple template for an anecdote thus makes the Testimonial Letter more substantive.

But this brings up a more serious question… NOT “what will happen to his blog?” For Michael has empowered other writers to contribute to his blog; like a magazine - not a column. TechCrunch is an institution; not a personal brand. And I’m sure Michael’s brand will be preserved (in whatever perception people have). [Incidentally, I am also proud of how Dan Schawbel has brought on other writers on his Personal Branding Blog. Likewise, I welcome Barry & Mark that have begun to post here too.]

That’s lesson #1 to be learned. Leverage your personal brand: Create intellectual property that no requires your physical presence. Musicians create albums, then create labels. Trump is not just a real estate developer. This way you can take a break, and keep rollin’.

But there’s another lesson opportunity raised…
It’s a frustration raised to me by luddites, naives, the confused or complaining alike.
“Facebook and all that blogging stuff just makes my personal life too… public.
I like my business communications to stay… professional.”
Of course, it is said to me with a sneer or disappointment. I have to smile. And I have to comfort. … I listen and nurture, before predicting and advising. If they’re nice

First I explain, “Well, business is changing…” I don’t get into it in personal usually… but actually, it’s going back to how it used to be. In small towns and villages - for most of our civilizations - thrived on knowing each other. Fights happen; laws were needed - but, “your word is bond.” And the Internet brings a transparency to our business life. Sure, I don’t like cameras (figuratively & literally) - and have always carried a film of Orwellian cynicism even in my most idealistic & righteous days - very proud for supporting ACLU, etc. — (paint with me with some broad brush if you must).

But the Internet, more importantly, enables us to craft our brand… to show off what we want to show off… sure, we have to joke with friends “don’t paste this all over Facebook”… but our life is wonderful with these little gadgets that could equally embarrass us. It’s the responsibility we all have - with this great power (personal branding using the Internet, that is).

But as our fame grows, so does the public’s want of us. Michael Arrington reminds us of the dark side of celebrity. We know we can’t be safe by hiding - or by avoiding crafting our personal brand. My mindful thoughts go to him and his family. While some kill to win, win to kill, and kill to kill… we need to win to win in a way everybody wins.

We should all take a break some time. We should be allowed family space - no matter how much we are in, want, or are about the lime light.

Can we grow our personal brands, while protecting our family privacy? Yes we can.

While being quoted helps get your name out there, regular articles helps to get your expertise out there. Getting your articles regularly published in professional journals, local newspapers, and colleagues’ newsletters is actually easier than being in the right place at the right time for journalists (as PR agents do).

My latest articles can be found in Personal Branding magazine, where I interviewed “G” from FOX’s Secret Millionaire - about his own personal branding success tips. You can also read my latest column in the New York Real Estate Journal in this week’s issue.

The first step is to write… which is why blogging is a great start. Having a cache of 2 or 3 articles enables editors/publishers to take a look at your work. Many times they can will publish it as-is, or request a new (unpublished) topic. The traditional column length is 700 words.

The second step is to mine your relationships for media contacts… which is why LinkedIn, etc. is a great start. Ask your centers of influence and other colleagues about writing for their newsletters, contacts at local/regional newspapers, and trade journals.

The third step is to a) learn more about these publications & b) develop a relationship with these contacts. Like any business relationship, don’t begin with a pitch. Rather, start with questions. You should already know if they’ve covered the kind of topics you want to write about. (Avoid a foot in mouth response: “Umm… actually… we published something like that last month.”)

Yes, it takes more time than simply “cold e-mailing” your articles… but relationships are more valuable than transactions. For example, last January, one of my clients had introduced me to the publisher of the New York Real Estate Journal. She was overwhelmed with professional and personal pressures that prevented us from developing our relationship. Now exactly a year later, we’ve begun to add value to one another - and to her readers. Likewise, I’ve since been quoted by Long Island Business News several times since ending my series of business columns.

With due diligence and diligent efforts, you too will develop a long list of media quotes and better yet, published articles. Have you been quoted some place? Do your articles appear regularly in publications? Comment below; we get about a 1,000 readers every week.