By Bruce W. Marcus, Contributing Editor
RainToday.com Note: This is part one of a two-part series on differentiating your professional services firm. Here, Bruce introduces the hurdles associated with marketing and differentiating a services firm and offers some advice. In part two, he will offer more specific advice on the best strategies to demonstrate your value to prospects.
If there is one pervasive problem in professional services marketing – a problem that’s defied a comfortable solution for decades – it’s the problem of differentiation.
“How do I differentiate my firm from others like mine, particularly when we’re in a competitive situation? How do I do it in my marketing, my firm literature, and in presentations?”
You know you’re a better lawyer or accountant than the others. You know you’ve got more experience than your competitors do, and that you can do a better job. You know you’re more imaginative, or skillful. You even know that your firm’s culture is more conducive to providing better client service than are others. But how can you project that to the market or to a prospective client?
How do you write a brochure for your firm that says, “We’re better”, without using language that makes your brochure interchangeable with everybody else’s? How do you avoid producing a brochure that really says, “One size fits all – just change the name on the cover?”
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