The first hard choice for IP marketers is deciding who the target audience is. Perhaps it once worked for professional service firms to say that they are ‘all things for all people’, but not anymore. If your marketing plan is…
In IP, most client-provider relationships are enduring and stable. This is not a hook-up culture: clients who are content with their professional advisors do not shop around. In addition, the few real prospects – the new clients who do not…
The idea that we should focus our marketing on real prospects is very basic, but most of us get this wrong at least some of the time. In fact, I believe that the most common mistake in IP marketing is…