More notes from Managing the Professional Service Firm…

Raspberry Jam Rule: the further you spread your marketing tactics, the thinner they get.

It’s always better to demonstrate than to assert.

In-person, individualized methods are always better than broadcasting.

• The first team
• Seminars (small-scale)
• Speeches at client-industry meetings
• Articles in client-oriented (trade) press
• Proprietary research
• The second string
• Community/civic activities
• Networking with potential referral sources
• Newsletters
• Clutching at straws tactics
• Publicity
• Brochures
• Seminars (ballroom scale)
• Direct mail
• Cold calls
• Sponsorship of cultural/sports events
• Advertising
• Video brochures