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By Patrick Cahill, Principal
E-mailing
people that have not given you permission to do so will
make your firm money. It will build your brand. Your
firm will be more successful because of it.
There. I said it.
I don't accept the "opt-in/inbound only" rule in which
firms should only e-mail, market, and sell to those
ask who to receive communications. Let me explain why.
Read More
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By Aaron Joslow, Principal
There are teachers and there are teachers. In college,
one such teacher who shaped my writing was William
G. Tapply, or Bill. He died this summer, yet his lessons guide
my actions, and his explanations give me the conviction to
press my case with uncooperative authors.
What
he taught
applies to marketing copy, white papers, research report,
and proposals. Here are some of Bill's lessons for businesspeople
of all professions.
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Stop
wondering what marketing tactic will generate new clients,
sales conversations, and leads. Your prospects have
already spoken. They prefer webinars.
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how to run a webinar program that expands your firm's
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By
Dan McDade, Guest Writer
Service
firms typically want short-term leads, simply because
they feel an acute need for results now. That's truly
unfortunate, because prospects who don't respond immediately,
or who say when contacted that they aren't interested,
often represent the broadest base of potential new clients.
In
my experience, service firms that focus strategically
on long-term opportunities realize by far the highest
rates of lead conversion.
Read
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