Marketing Strategy Articles

Lying to Get Past the Gatekeeper: 3 True Tales of Deception Your Firm Should Learn From (Part II)
By Colleen Francis

Coldhearted or Too Charitable? Developing a Firm Giving Policy and Its Marketing Effects
By Bruce W. Marcus

Embrace Your Brand: Lessons from a Brand Promise Gone Wrong at the Bubble Room
By Erica Stritch

Human See, Human Do: A Practical Marketing Lesson from the Science of Persuasion
By Mary Flaherty

Fair Game: 8 Principles for Making Your Competitors' Clients Your Own
By Andrew Sobel

Overlooked New Business: Marketing to Your Clients' Customers and Suppliers
By Michael W. McLaughlin, Contributing Editor

10 Best Practices for Creating a Strategic Marketing Plan
By Janet Ellen Raasch

Better Results, Less Effort: Taking a Day to Leverage Your Expertise
By Jill Konrath

Are Your Marketing Offers Served A-la-Carte or Prix Fixe?
By Erica Stritch

Trite, Banal, and Boring: How to Generate Content that Creates High-End Brands
By Vickie Sullivan

How to Nail Your Networking Intro
By Scott Ginsberg

Internal Marketing: A Powerful Recruitment, Retention and Profitability Tool
By Art Kuesel and Tim Noworyta

4 Ways to Deliver Value to Your Clients
By Andrew Sobel

Just Stop Selling, Okay?
By Alan Weiss

6 Keys to a Terrible Professional Services Marketing Strategy (Part I)
By Mike Schultz, Publisher

Control Your Firm's Destiny: The Power of Building a Professional Services Brand
By Randy Shattuck

6 Keys to a Terrible Professional Services Marketing Strategy (Part II)
By Mike Schultz

Professional Services Firms: Brand Thyself
By Erica Stritch

Keys to Connecting with Prospects in the Information Age
By C.J. Hayden, Contributing Editor

LinkedIn 101: How To Unlock The Power Of This New Online Tool
By Jill Konrath, Contributing Editor

Keys for Creating Credible Positioning Statements
By Jonathan Kranz

3 Ways to Handle the Crunch of a Tough Economy
By Mike Schultz, Publisher

6 Steps for Creating a Marketing Plan that Works Best for You
By C.J. Hayden, Contributing Editor

Quit Bellyaching About Being a Commodity
By RainToday.com Research Team

Good News, Bad News: How Firms Can Maximize Their Media Relations
By Janet Ellen Raasch

Top Fees and Pricing Challenges for the Architecture, Engineering, & Construction Industry
By RainToday.com Research Team

Big Thinking in Tough Times: A Peek Inside LSSO RainDance 2008
By Rachel Hayes

The 7 Sins of Professional Services Marketing (And How to Avoid Them)
By John Doerr, Contributing Editor

How Bad Thinking Can Lead You to Discount Your Prices
By Charles H. Green, Contributing Editor

LinkedIn 101: How to Unlock the Power of This New Online Tool (Part III)
By Jill Konrath, Contributing Editor

4 (Undeniable) Benefits of Being a Brand Leader
By RainToday Research

Top Factors that Influence Firms' Pricing Decisions
By RainToday Research

4 Ideas for Selling Your Services' Experience
By Jonathan Kranz

The Trouble with Using Advertisements to Sell Your Services
By Bruce W. Marcus, Contributing Editor

Top Fees and Pricing Challenges for Consulting Firms
By RainToday Research

4 Things To Do When Clients Pressure You for Lower Fees
By Mike Schultz, Publisher

How To Sell Services When Everybody Wants Them
By Michael W. McLaughlin, Contributing Editor

LinkedIn 101: How To Unlock The Power Of This New Online Tool (Part II)
By Jill Konrath, Contributing Editor

What Marketing Works? 4 Questions To Ask Your Small Business Clients
By Sridhar Ramanathan

Tighten Lead Management: Small Improvements Yield Big Results And Profits
By Mike Schultz, Publisher

The Upside Of A Recession: 'The Dumbbells Cut Back... The Smart People Don't'
By Robert Croston and Patrick Cahill

Why A FAQ Web Page Is One Hard Working Marketing Tool
By Jay Lipe

How To Find A Brand That Fits Your Firm's Size
By Vickie Sullivan, Contributing Editor

Sustaining Lead Generation and Lead Nurturing Efforts
By Mike Schultz, Publisher

Paying Good Deeds Forward: Some Silicon Valley Thinking For Your Firm
By Harry Max

3 Ways To Expand Your Brand Into Something Remarkable
By Vickie Sullivan, Contributing Editor

Why You Don't Have The 'Best' Anything (And Why It Doesn't Matter)
By Alan Weiss, Contributing Editor

4 Ways To Market And Sell Your Services With Price
By Jay Lipe

Creating Curiosity: Three Ways To Be Compelling
By Vickie Sullivan, Contributing Editor

The Most Important Word In Marketing (Part II)
By Scott Ginsberg

Four Overlooked Ways Of Uncovering Top-Notch Prospects
By Robert Croston

The Most Important Word In Marketing
By Scott Ginsberg

Papayawhip, Peachpuff, Or Peru: Graphic Design Advice That Could Save Your Life
By John Doerr, Contributing Editor, and Mike Schultz, Publisher

Creating Rich Client Relationships In A Digital World
By Nilofer Merchant

Mirages & The Corporate Image: Why Companies Must Focus On Performance First
By Bruce W. Marcus, Contributing Editor

Can't I Hire Someone To Market For Me?
By C.J. Hayden, Contributing Editor

Categorizing Your Prospects For More Effecient & Productive Marketing (Conclusion)
By Bruce W. Marcus, Contributing Editor

How To Categorize Your Prospects For More Efficient And Productive Marketing
By Bruce W. Marcus, Contributing Editor

Burying The Billable Hour: When Will You Catch On? A Perspective From Accounting
By Ron Baker

5 Common Ways Professionals Sabotage Their Sales And Marketing Efforts
By Alan Weiss, Contributing Editor

Secrets We Can Learn From The World Of Product Management
By Gale Crosley

Tips For Building Your Brand Through Lead Generation
By Robert Croston

How To Introduce Yourself To A Market, Create Credibility & Flourish
By Vickie Sullivan, Contributing Editor

Great Idea! Why Will Your Client Care?
By C.J. Hayden, Contributing Editor

Must-Read Steps For Getting Effective Testimonials
By Jay Lipe

10 Ways To Increase Your Fees And Improve Your Performance (Conclusion)
By Tom 'Bald Dog' Varjan

Personal Branding: How To Be 'That Guy'
By Scott Ginsberg

10 Ways To Increase Your Fees And Improve Your Performance
By Tom 'Bald Dog' Varjan

3 Must-Have Metrics For Your Marketing Staff
By Jay Lipe

Building Your Brand With Lead Generation
By RainToday Research

Why Marketing 101 Lessons Still Prevail: A Case Study
By Barbara Bix

Giving Your 'Effective' Value Proposition An Acid Test
By Reed K. Holden, D.B.A.

Three Profitable Branding Models For Experts
By Vickie K. Sullivan, Contributing Editor

Escaping The Professional Services Commodity Trap
By Reed K. Holden, D.B.A.

4 Underused Hot Spots For Your Personal Branding Iron
By Scott Ginsberg

Who's Blogging, Who's Not: The Future Of Lead Generation
By RainToday.com Research

Troubleshooting Your Marketing Plan
By C.J. Hayden, Contributing Editor

Secrets to Successful Marketing Partnerships
By Paul McCord

5 Keys to Crafting a Realistic and Actionable Marketing Plan
By Robert Croston

Rallying Your Prospects With A Marketing Manifesto
By Vickie Sullivan, Contributing Editor

Is Lead Screening Hurting Your Marketing?
By Charles H. Green, Contributing Editor

Lead Generation Is Heating Up - Don't Get Burned
By RainToday Research

4 Common Marketing Attitudes To Avoid
By C.J. Hayden, Contributing Editor

The Three Rs Of Service Branding: Reach, Recognition, And Reputation
By Robert Croston

When It Comes To Marketing Services: We Don't Do Marketing
By Mike Schultz and John Doerr

Getting The Most From Your White Paper Marketing
By Michael Stelzner

Are You Client-Focused, Or A Client Vulture?
By Charles H. Green, Contributing Editor

How Visible Are You?
By C.J. Hayden, Contributing Editor

Earn What You're Worth
By Michael W. McLaughlin, Contributing Editor

How Will Marketing Be Different In The Professional Service Firm Of Tomorrow?
By Suzanne Lowe

Who's On First? How CEOs Can Drop The Ball With Marketing
By Michelangelo Celli

How To Create A Brand One Prospect At A Time
By Robert Croston

No Pain, No Gain: Is The Marketing Return Worth The Risk?
By Bruce W. Marcus, Contributing Editor

Buy Before You Buy: Getting Paid For Lead Generation
By Mike Schultz and John Doerr, Contributing Editor

A Fixed Position In A Moving World: How To Create An Effective Position For Your Firm
By Bruce W. Marcus, Contributing Editor

A Fixed Position In A Moving World: The Real Story Behind Positioning
By Bruce W. Marcus, Contributing Editor

Designing Your Brand Identity: Think Beyond Logos
By Erin Ferree

Making Lead Generation Work: Secret #3
By Mike Schultz

Advertising: Only The Tip Of The Marketing Iceberg
By C.J. Hayden, MCC

Designing A Reader-Friendly E-Book: 10 Mistakes To Avoid
By Roger C. Parker

Putting The Tangible Back In Intangible: If You Can't Touch It, Can I Still Sell It To You?
By Bruce W. Marcus

Beyond Just "Selling The Invisible": Other Factors To Consider In Services Marketing
By Cynthia Coldren

Generating Leads, Brand, Relationships, And Trust At The Same Time
By Mike Schultz

Five Steps To Getting The Fees You Know You Deserve
By John Doerr

Six Tips To Integrate Sales, Marketing, And Communications, Online And Off
By David Meerman Scott

The Power Of Anecdote And Agenda: Researching Your Prospects' Buying Patterns
By Barbara Bix & Melissa Josephson Edwards

Four Keys To Launching Your Service Brand...The Right Way
By Robert Croston

Perspective From Architecture, Engineering, And Construction: Marketing Is A Team Sport
By Catherine Jewell

For Lead Generation Success, Clone Your Best Clients
By Alan Sharpe

Web Technology In Marketing: Friend Or Foe?
By C.J. Hayden, MCC

Four Tips To Beat The Feast-Or-Famine Sales Syndrome
By Michael W. McLaughlin

How To Turn Your Services Into A Product
By C.J. Hayden, MCC

Five Myths of Professional Services Marketing
By Michael W. McLaughlin

How To Get Smarter About Pricing (Part Two)
By Andrew Sobel

Continuity: Creating A Brand Image Greater Than The Parts
By Jim Schakenbach

How To Get Smarter About Pricing
By Andrew Sobel

Marketing Smarter To Increase Sales
By Charlie Cook

Perspective From Accounting: Who's In Charge Of Value At Your Firm? (Part Two)
By Ron Baker

Don't Trust An Advertising Agency To Build Your Web Site
By David Meerman Scott

Perspective From Accounting: Who's In Charge Of Value At Your Firm?
By Ron Baker

Ten Dos And Don'ts Of Building Brand Trust
By Greg Heydel

Perspective From Accounting: Why Marketing During Your Busy Season Is A Must
By Sally Glick

RAMP Up Your Brand: Sledgehammers And Service Brand Preference
By Mike Schultz and John Doerr

Creating Clients For Life
By C. Richard Weylman

An Introduction To Blogs: The Latest E-Marketing Tool And What You Should Consider
By Marsha Leest

Why The Heck Do You Have A Website Anyway?
By Scottie Claiborne

Pricing Services: When Clients Demand Price Cuts
By Charles H. Green

What's In It For Me? - Selling The Benefits
By Dianna Huff

What's Your Business Model?
By C.J. Hayden

Power of the Marketing Pyramid
By John Doerr

Lead Nurturing: Ripening The Right Bananas
By Brian Carroll

What You Are Marketing Is Yourself
By C.J. Hayden, MCC

Website Traffic Is Not Enough
By Richard Lozano

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