Barbara Walters Price

Great Idea for Developing Case Studies

John Jantsch's blog, Duct Tape Marketing, has a great post on how to gather information for the success stories (he terms them "case studies") you should be using in your marketing materials.  As John states:

"Case studies have long been recognized and an effective way to offer proof that your product or service does what you say it does.

The idea behind this tool is that a prospect can read how you helped someone just like them and come to the conclusion that you can repeat that performance.

The only problem though is that most case studies I come across don't really do much - it's like people know that they should have them but they really don't know how to create them."

John gives us some good advice: ask your clients to participate in the generation of the case study. He asks his clients four questions:

1. What solution were you seeking when you hired us?
2. What did/do we provide that you value the most?
3. What has been the result of working with us?
4. What would you tell others who are considering hiring us?

Providing success stories is a proven winning marketing strategy.  Every professional and professional service firm should be armed with these success stories.  John provides us with a roadmap of how to begin.

You Can Write and Publish a Book

Don't produce another brochure.  Instead, write a book!

Now I'm not talking about the next great American novel (but if you have that talent, go for it!).  I'm suggesting you and/or your practice group focus on a service line that is either established and lucrative or has the potential to be lucrative and pen a short book.  To be successful, the book must contain actionable information that will help the reader.   

The whole idea of "writing a book" sounds daunting but it is very doable if organized correctly.  And it is doable in a short amount of time.  Future posts will discuss the steps to take but remember these facts:

• A short self-published book will most likely cost less than a slick brochure that almost everyone either throws away or files away.  No one throws a book away.
• A short self-published book communicates your expertise in a way no brochure ever can.
• A short self-published book is a terrific give-away to your clients and/or referral sources.
• And, a short self-published book differentiates you in a compelling and powerful way.

Add this blog to your news aggregator and watch for posts containing "how-to" information in the near future.  If you can't wait, feel free to e-mail me with specific questions.

How to Make Great Decisions

I devoured the June 27th issue of Fortune.  The theme of this 75th Anniversary Special issue is "How to Make Great Decisions." 

Jim Collins, the author of Good to Great has the cover and the lead story (Fortune 75 - Jim Collins: How to Make Great Decisions - Intro - FORTUNE : must be a subscriber to get the full article on-line).

Also check out "How I Make Decisions." 

Great issue with much food for thought.

Believers or Skeptics

In the book, 365 Marketing Meditations by Richard S. Levick and Larry Smith (Watershed Press, Washington, DC : 2005), the entry for July 8th (I like to read ahead) is:

"Have you convinced your own professionals?  You'll never convince the outside world of anything they don't believe themselves."

Cogent advice for marketing professionals and management when embarking upon the next and/or newest "big" idea.

Powerpoint : Just Kill Me Now

My name is Barbara Walters Price and I'm a powerpoint addict. 

I'm guessing that many of you are too.  My definition of a powerpoint addict is one who automatically clicks open the program when asked to give any type of presentation to a group of more than two people.

I challenge you to break the cycle of addiction! "But how?," you ask.  The answer is surprisingly simple:

   Think of your audience first and yourself second.

Powerpoint has become a crutch because we think of ourselves first.  And then, we stop thinking. 

We stop thinking about how best to convey the information we have to impart.  We stop thinking about how best our audience might receive it.  We stop thinking about how to differentiate ourselves.  We just click open powerpoint like pre-programmed Microsoft drones and follow its template.

It's time to take a chance and break free.  Here's how ...

What Do You Have in Common With Paris Hilton?

Have you ever considered what you might have in common with Paris Hilton (besides your good looks and wealth, of course)?

In last week's issue of Newsweek, Paris Hilton is quoted as saying: "I consider myself a businesswoman and a brand." 

It's surreal and, frankly, scary to me to echo anything that Paris Hilton has to say, but as a marketing and business development professional, I think of myself in the same manner.  In today's world, you simply have to!  As a professional, you should think of yourself as an entreprenuer and the product is YOU.

Tom Peters' concept of Brand You is alive and well in the 21st century.  If Paris Hilton can comprehend that fact, so can you. 

Back at Work and Back to Blogging

Hi all.  After a seven-week maternity leave, I'm back at work and back to blogging regularly.  Sorry for the sporadic posting but I promise to do better. 

However, while I was away, information was being shared and blogs were being created.  Two new blogs of interest specifically for business valuation professionals are Eva Lang's blog, Business Valuation Blog, and Jan Tudor's blog, JT Research's Research Review.  Check them out.

Also, check out marketing posts of interest.  This one was posted a couple of week's ago on Larry Bodine's Professional Marketing Blog, and is entitled "The Myth of Client Pain."  Pay special attention to the comments.  The comments, along with the post, provide great food for thought.  This is a topic I would love to explore with a group of marketing professionals and "fee earners" over a drink or two.

Tom Kane's Legal Marketing Blog has a post entitled "I Ain't Doing That Marketing."  Be sure to read it and give it to your marketing director if they are pressuring you to contribute to your firm's marketing program in a manner in which you know you won't be successful.  As a marketing director in a firm full of mostly introspective financial-types, I can vouch for the truth in this post.  To marketing professionals I say don't set your people up to fail - set them up to win by knowing and capitalizing on their strengths.   To the "fee earners" I say speak up and communicate your interests and perceived strengths and be willing to contribute to your and your firm's success.  It takes a team effort to win. 

Top Ten Marketing Tips from LegalMarketingBlog.com

Lists are handy because they aid our ability to remember.  Tom Kane of Legalmarketingblog.com lists the following Top Ten Marketing Tips that are useful not just for attorneys, but for any professional.  Tom's top ten list of marketing tips is:

1. Visit your clients
2. Entertain your clients
3. Seek client feedback
4. Offer to make a proposal
5. Communicate often
6. Talk it up with more speeches
7. Write articles of interest
8. Take a reporter to lunch
9. Network with super-connectors
10. Be active in organizations

The comments pertaining to each tip are very helpful.  To view Tom's comments on each tip, click on "Marketing Tips" (uppper right of his blog). 

New Article on CPA Blogs

The article "Would You, Could You, Should You Blog?" recently appeared in the June issue of the Journal of Accountancy.  Written by my good friend and one of the smartest women I know, Eva M. Lang, ASA, CPA, this article is a must-read for every CPA.

According to the article:

Lawyers have quickly adopted blogs, but what does this tool offer accountants, relative novices to the medium? Blogs can help CPAs enhance the marketing and knowledge management functions of their firms.

The article addresses every aspect of blogging.  It also lists several CPA blogs of interest.  Be sure to read it.

PS - Check out Eva Lang's new blog.