The One Rabbit Team

Jim Thompson

Director - Strategy

Professional Background

As a professional you either sell services or expertise – one is a commodity the other is value.

If you’re just the same as everyone else then you’re only value is that you’re the same as everyone else.

The continual market push to the commoditisation of knowledge is the greatest challenge facing knowledge workers of today in a world that is on a never-ending push towards commoditisation.

Without the ability to differentiate yourself from competitors with a voice, a platform, an opinion and a perspective you’re just the same as everyone else.

I help firms, their staff and individuals find and articulate their value proposition to the market in order to attract a dedicated following and high value lifetime clients.

“If you want to make everyone happy – don’t be a leader – sell ice cream” – Steve Jobs

Services & Specialisations

  • Positioning
  • Online Strategy
  • Lead Generation & Nurturing
  • Content Marketing
  • Information Architecture
  • Social Media
  • Website Development
  • Profit Maximisation

Articles Written by Jim

The problem with law firm websites

Most law firm websites meet what I call the market hygiene level – that is, they are acceptable, look and sound presentable, don’t offend anyone and give a basic overview of the law firm and what it does. And therein lies the problem – they only MEET the hygiene level. They don’t provide a reason…

What makes a good law firm website?

What makes a good law firm website? Good question and the answer starts with a few simple but often difficult questions. What do you actually want it to do? Is your law firm website primarily there to attract and convert “cold” new clients or is it there to act as a capability statement for “warm”…

How NOT to market a professional services 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,…

Who would follow a law firm on Facebook?

Your mum and dad Your family Your friends Your employees Your suppliers Someone trying to sell you something Someone trying to get a job People you refer work to or want your referrals The odd client Not me

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…

Of course your people are different, so are everyone else’s…

Most firms when we ask them what makes them different serve up the same or very similar list as the previous firm we spoke to, we believe them, but we believe the other firms too. When pushed further most end up with something intangible like “it’s our people” but struggle to clearly articulate what the…

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…

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…

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…

Why the No Bullshit Approach? – Chapter 1 – The No BS Series

Welcome to the first of nine chapters in the No BS Series. This series of chapters is designed to be read following download of the No BS Guide to Digital Lead Generation and outline in more detail how you can make this work for your firm. Please note that all comments are made in the context of business to business transactions…

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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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