Insights and Resources

A range of downloadable guides and blog articles designed to help you on your professional services marketing journey.

Resources

Insights

  • Articles and insights on the importance of finding and clearly articulating a differentiated market position
  • Articles and insights on marketing campaigns and activities that raise the profile of your firm and attract the best clients and talent
  • Bring your customer facing channels and brand up to the required standard both visually and functionally.
How to market a law firm

How to market a law firm

I spend a lot of time talking about what’s wrong with the state of professional services firms marketing and thought to myself is there a better way to get the message across? The fundamental issues I continually raise are; Lack of differentiation Service attributes ahead of expertise Over emphasis on brand and wordsmithing Firm first,…

By Jim Thompson
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Common traits of our most successful clients

Common traits of our most successful clients

In the beginning, accumulating 1,000’s of followers is something we didn’t consciously set out to do (not that I recall anyway). But along the way we have created our own tribe of some sorts, of both engaged followers and many clients (p.s. we still have room for more). That’s why I thought it might be…

By Jim Thompson
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Four professional service market segments you need to be ‘aware’ of…

Four professional service market segments you need to be ‘aware’ of…

There are many ways to dissect and segment the professional services market, but for me, there are 4 segments that sit above all of them. It starts with two segments, those who are ready to buy and those who are not ready to buy what you have to offer. We can then divide these two…

By Jim Thompson
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Professional Services greatest marketing challenge – differentiation.

Professional Services greatest marketing challenge – differentiation.

By far the greatest challenge I see with professional services firms from a marketing perspective is their ability (or lack thereof) to differentiate from their competitors. Differentiation is a marketing 101 concept so why do so many struggle with it? Unfortunately, most firms are victims of poor differentiation due to their own willingness to adopt…

By Jim Thompson
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10 big mistakes professional service firms make with their online marketing

10 big mistakes professional service firms make with their online marketing

Yes you’ve heard it all before but online marketing is a different kettle of fish and the rate of change while exciting can be daunting. Before you worry about your new website or whether you should be on Twitter there are some fundamentals to get right. After working with and in the professional services industry…

By Jim Thompson
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How we use personas to design a content marketing strategy

How we use personas to design a content marketing strategy

Developing personas is one of the most critical pieces of work we undertake while developing a content marketing strategy. If something isn’t quite firing in your marketing, chances are there’s something in the persona that has been missed. They give you a clear picture of your target audience by personifying their characteristics, buying motivators and…

By Conal McClure
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Pain points – how to target what they don’t know

Pain points – how to target what they don’t know

In marketing B2B professional services, pain is usually the motivator pushing people to buy whatever it is you are selling. The more you can draw it to the surface of your target audience and decrease their tolerance to put up with it, the more successful you’ll be at triggering and moving them along the buyer’s…

By Conal McClure
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Are you dribbling all over your clients?

Are you dribbling all over your clients?

I spend a lot of my time talking to professional service firms, reviewing their marketing collateral and in particular their websites. One glaring recurring theme I see is that everyone is trying to differentiate themselves on exactly the same things. Of course, if every firm’s differentiators are the same, then they aren’t differentiators no matter…

By Jim Thompson
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Why fish and chips are the real reason you need referrals

Why fish and chips are the real reason you need referrals

I’ve spent a lot of time thinking about why word of mouth is still the main source of leads for so many firms. Back in the days before electronics let alone the internet, word of mouth was the only way to find help, so why do we still rely on it so heavily? From a…

By Jim Thompson
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Every clients dirty little secret

Every clients dirty little secret

Yes, your clients all have a secret – they would rather not have to buy what you are selling. In an ideal world, they would prefer it if they didn’t need you. All things being equal they would prefer that the problem they needed you for didn’t exist or they could resolve it on their…

By Jim Thompson
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Client FOMO is a real thing

Client FOMO is a real thing

We’ve all had FOMO at some stage (Fear Of Missing Out) when we see our friends off having a great time somewhere while you’re stuck at home or somewhere you’d rather not be. It’s particularly prevalent now thanks to social media with people posting numerous pictures of their holidays and/or social activities. Are they doing…

By Jim Thompson
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How to market a management consulting firm

How to market a management consulting firm

Let me show you how by revealing how NOT to market a management consulting firm. I had a lot of good feedback from my mock lawyer’s website, illustrating in no uncertain terms how NOT to market a law firm. If you missed it take a look here – https://www.weusme.com.au/ Yes, it may make some of…

By Jim Thompson
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What’s wrong with professional services Business Development (BD)?

What’s wrong with professional services Business Development (BD)?

The name for a start. It’s a catch-all phrase that includes topics like differentiation, business models, pricing strategies, positioning, account management, LinkedIn, sales pipelines, tender writing and events. Let’s get really clear, the goal most professional services firms are trying to achieve is how to produce sustainable and profitable revenue generation. So, I’ll assume you’re…

By Jonathan Roberts
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How to help a client feel safe about hiring you and not a Big 4

How to help a client feel safe about hiring you and not a Big 4

We’ve all heard the comment “No one ever got fired for hiring IBM” although perhaps some should have. I’ve heard many of you share your frustrations at losing a tender or project to a big firm because the client feels safer in doing so. You know the client would get a comparable, if not better…

By Jim Thompson
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It’s hard to market law because no one wants to buy it – new or old

It’s hard to market law because no one wants to buy it – new or old

There’s a lot of noise about out there about “New Law” but the only ones who seem to be excited about it are lawyers. As a buyer, I say welcome to the world everyone else has lived in for decades if not since commerce was invented. Sure, it holds some value for a buyer if…

By Jim Thompson
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Why I’ve gone off the elevator pitch

Why I’ve gone off the elevator pitch

I used to be a big fan of the elevator pitch, proudly being able to explain to a stranger what I do in one or two sentences. But I’ve completely changed my mind. The main reason being that I’ve never actually been asked by someone what I do in an elevator 😊 and even if…

By Jim Thompson
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From Selling to Nurturing and why it’s been a personal struggle.

It’s 5.22PM Tuesday February 4th and I’m sitting in the RACV Club in Bourke Street Melbourne. I’ve just logged out of Infusionsoft* having reviewed and updated the details of the 9 people that subscribed in the last 12 hours to our “11 Steps” lead magnet. Oh and I’m drinking green tea, a single malt scotch…

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5 key things a professional services firm can learn from gun Aussie retailer Cotton On

Being a Geelong boy it was great to read a recent article in The Age newspaper about Geelong based retailer Cotton On and how they mastered the middle market. For those of you that don’t know Cotton On started in a car boot in 1991 and “… housed just 40 staff in its headquarters 10 years ago. It now…

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Would you work at your firm if you were 20 years younger?

At the expense of declaring my age I can tell you that when I first started work as a trainee accountant many moons ago none of the following existed; Personal computers Fax machines Email Mobile phones Websites The internet!! And you could even smoke at your desk! Sometimes I think we forget how much the…

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How owners and partners are letting their marketing teams down – the elephant in the room

What if I told you that your marketing team has decided not to go down the path they know your firm needs to go down because they know you will let them down? Trust me it happens and I have seen it too many times. One of the things I have learnt when it comes…

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How should a large professional services firm approach digital marketing?

We often get asked, how we apply our approach to digital marketing within large professional services firms. The question arises because we make no secret of the fact that the real power and opportunity in digital marketing is when it is highly targeted, underpinned by a narrow position, clearly defined personas, and very targeted messaging….

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Meet DEB – The digitally empowered buyer

What is the greatest impact the internet has had on business? It has completely destroyed some business models and created many more but in my humble opinion its most far reaching impact is that it has given birth to this monster. DEB – The digitally empowered buyer. Take a minute to meet DEB and understand…

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Is your market position inside out or outside in?

I don’t expect you to care about my firms’ mission, vision, how good I think we are or how many awards we might have won, so much so I would never enter any awards. I don’t care you don’t care because I don’t care about yours either, all I’m really interested in is; are you…

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The NO BS Digital Marketing Guide to Attract New & Higher Value Clients to Your Firm

  • Lack Of Differentiation

    The #1 obstacle professional service firms face trying to market their firms.
  • Shake The Status Quo

    The enemy of all firms trying to extract new clients from an incumbent.
  • Attract & Convert The Unaware

    Win business from those who need you, don't know it and aren't even looking for you.
  • How To Build A Scalable Marketing Machine

    Dial up or down to regulate the inflow of new leads.
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