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Marketing Strategy Many firms know they need to market their services, but cannot seem to get an organised programme started. The partners may be willing to start marketing, but they are unable to turn effort into action. They may not know where to begin. Firms of all sizes have called on me to get them organised and actively marketing their practices. I begin by reviewing the firm’s efforts to date and then interview the firm’s leadership to ascertain the firm’s “unique marketing proposition.” I will extract what distinguishes the firm from competitors and why clients engage the firm. I draw on my knowledge about why clients hire professionals, and translates my research into a marketing plan. The firm will get a practical set of goals and a strategy to achieve it. I will also draft an implementation plan and specify tactics to carry out the strategy. "Marvin has been effective in prioritising our various marketing goals and objectives. For years our various Practice Groups were unable to finish projects because we were moving in too many different directions." Tim Mellors, Partner, Barber Titleys Solicitors, Harrogate, N Yorks. Individual Coaching Marketing is not taught in most professional schools, and certainly not law school, and most professionals feel ill-equipped to promote their practices. At the same time, they wince at the thought of becoming a pushy salesperson, making cold calls or imposing themselves on prospective clients. Yet they know they must get new business for their firms to thrive. I have coached: Lawyers Consultants Marketing Directors I will meet with you one-on-one to identify your natural marketing skills and personal strengths. My approach is to inquire into your marketing activities, how business currently comes to you, and your list of top clients and referral sources. Working together, we will articulate what makes clients engage you, what makes you different from your competitors and how clients find out about you. Sometimes I will ask people I coach to complete a form, which offers a variety of business development approaches. In other cases we will jointly devise a list of programmes tailored for you. You will always get a private appointment with me to develop specific steps that are suited to you. I will guide you to the best sources of new business, recommend visits to the key individuals who can retain you, and develop activities that will build your reputation and credentials. This may include writing, speaking, networking, cross-selling, calling on business sources or using the Web -- depending on what works best for you. Web Site Audit Plan
I will also make specific recommendations that you can implement immediately to improve your site. The plan will be designed to attract the visitors you want, to keep them on the site once they've arrived, and to make it easy for them to find what they want. Among the points of analysis are: What is the information most-sought after on the site, and can visitors find it quickly? Is the text written to attract business? Do the organisation and layout of the site conform to the conventions that most visitors expect? Are there impediments that get in the way of the information visitors want? Are your services described in a way that clients look for them? I have completed numerous audits and Web plans for firms. "We owe you a huge thank-you for your help and guidance. As always, your comments were appreciated, but my principal intention was to let you know how grateful we are to have had the benefit of your expertise." John Bates, Managing Partner, Hopkins Solicitors, Mansfield & Nottingham
Revamping a Web site Assisting in finding a branding agency as it was in the process of the name change. Drafting a Web development plan Managing a market perception survey "We wondered why intermediaries such as banks and accountants weren't generating the quantity of referrals we were hoping for. That was until Marvin helped devise and implement a market research perception survey. He came up with the answers which resulted in a strategy shift and we are delighted with the results" Nigel Cole, Senior Partner, Beviss & Beckingsale Solicitors, Axminster, Chard, Seaton and Honiton, Devon. Writing Services Ultimately, all marketing messages come down to the written word. Whether you need a firm brochure, direct mail piece, newsletter, practice description, biography template or Web site content, your message must be expressed to sell your services. Law firms turn to me for their writing projects because I have an intimate understanding of the legal profession. In my career I have written and edited marketing plans, Web site content and marketing materials for law firms, consulting firms and businesses of all kinds. When the words matter, you can rely on me. We were delighted both with the input and finished product. Marvin "held our hand" through the entire process and clients have passed favourable comments on both our website and brochure" John Gardham, Ivesons Solicitors, Kingston-Upon-Hull, N Humberside Keynote Address/Partner Away Days Organisations that need an effective speaker to give practical advice, discuss marketing strategy or cover the latest trends in business development, call on me. My practical, nuts-and-bolts presentation style is always tailored to your group’s interests. You will get no-nonsense material, illustrated in PowerPoint slides with specific examples that will give your attendees plenty to take notes about. Copyright © 2004 [Marketing Methods]. All rights reserved. Revised: January 04, 2007. |
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