Archive for May, 2009

The Myth of the Elevator Speech

Tuesday, May 19th, 2009

necktie.jpgI wish I had a nickel for every time a marketing director asked the elevator speech question: “What if someone asks, ‘What do you

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do?’ and you have 20 seconds to answer? What do you tell them before the doors open and one of you gets off?” I think, therefore I am Since professional service providers tend to spend a lot of time in their head, they’re ready to pitch at the slightest glimmer of interest from another human being (prospect). The brain is the default filter for everything. (more…)

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Saturday, May 16th, 2009

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Overview – “When the Thunder Rolls”
Facing a crisis is inevitable.  Handling a crisis is manageable, if a planned approach is instituted, practiced and followed by everyone.  Whatever the circumstances, explainable or unexplainable conditions will create situations when human beings react in a sometimes predictably, chaotic manner.  The actual event at the center of the chaos becomes a breeding ground for hasty decisions, ill-informed, or un-informed pronouncements.  Eventually a dark shadow cloaks and damages reputations, images and the very people responsible for nurturing these images.


How to Make a Client-Satisfaction Survey Pay off

Tuesday, May 12th, 2009

client.jpgVirtually all top-tier professional service firms make the same boasts. “We have the best lawyers, engineers, architects, physicians — who went to the best schools and deliver the best product, service or counsel. And, we care the most about our clients.”

Talk is cheap. How do they demonstrate, not merely assert, that they place a premium on customer service, one that sets them apart from other practices? (more…)

The Three Greatest Time Killers

Saturday, May 9th, 2009

Number 1:The single greatest killer of your time is other people stealing it! That’s right. There are just too many opportunities for other people to take time away from your day. Visitors, phone calls, meetings, e-mail’s, office calls, the myriad opportunities during any working day that people have to interact with you are all potential time wasters.
Not all, of course, but all too many interactions are non-productive and waste your time. (more…)

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Tuesday, May 5th, 2009

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best ebooks to try get my ex girlfriend back milkcows.jpgThey’ve bought in. Your law firm, architectural practice, or other professional service provider has decided to commit its resources to a tradeshow. Congratulations. Industry tradeshows, conferences, conventions, and other B2B encounters like best way to get back with an ex, we fought all the time he hates me how cam i get him back.
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how to win back an ex girlfriend them don’t deserve the bad rap that many get. These are the red-headed stepchildren of business development. That’s particularly true among professionals, who are liable to feel that they’re above it all. (more…)

The 7 Deadly Sins of Marketing Professional Services Online

Monday, May 4th, 2009

businessman.jpgSelling intangibles is hard work. Putting together a successful Web site that peddles intangibles is even harder.

Lawyers, architects, engineers, designers, ad agencies, physicians, and other professionals don’t, however, seem fazed. That’s particularly true of the legal world, where no self-respecting law firm would be caught dead nowadays without a Web site.

Here’s a look at the top sins that many professional services sites—maybe most—commit… along with some suggestions on what can be done about them. (more…)

Write Like a Master

Saturday, May 2nd, 2009

It all started with Walter Langsam, one of my art history professors many years ago. One day, in the midst of the Romanesque Revival, he scribbled two words of editorial advice on the blackboard.


They changed my life. Where I once had chaos, I now had precision and organization. Where I had bombast, I now had vigor and clarity.Walter gave me something that day that I use every time I write. He gave me a tool that gets me thinking about what I write or edit before I write.

What Walter explained

Being thematic is a writing discipline. It demands that every document, paragraph, sentence and word serve a purpose.My challenge as a writer is to find it.

How do I find it?

I start by asking myself Why am I writing this letter (or whatever)? Then, Who’s reading it? Et cetera.

By the time I’m finished, I’ve put every word, sentence and paragraph through the wringer. I’ve examined their right to exist and their proper place in the landscape of the page.

Sometimes, it’s easy. Sometimes, I merely go back to a basic I learned long before Walter Langsam. I use or introduce topic sentences…which are, by their nature, thematic!


I use other tools, too. I’ve learned that readers use both hemispheres of their brains. So, there are voices I summon to better earn the right to get read and remembered. Humor, rhythm and imagery are three.

But being thematic is on top. By far.

Try it. Send me your re-write of this article. Or, edit something you’ve written and send me both versions.

Eventually, being thematic will be second nature. You’ll see that the less effort you consciously put into it, the easier it becomes.

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