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Publishing articles

#124 3 ways marketers can gain cooperation from fee-earners

One of my clients recently asked about how to get better cooperation from the subject-matter experts (SMEs) who are the authors of the content. My work for this firm is mostly around ghosting content based on interviews, PowerPoints and other written materials, and it’s what’s now called “thought leadership content marketing.”

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Project descriptions should be engaging and interesting, not just the facts
Creating content

#123 How to write project descriptions that help your firm sell

Many project descriptions are just-the-facts descriptions of what was done on a project. This format misses out on some huge opportunities to help sell the firm’s services. To do this, a project description needs to engage the reader, keep them reading, and by the end the reader has learned something useful.

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Reach senior level clients indirectly
Publishing articles

#122 Reach the C-suite indirectly, through the professionals they rely on

If your firm needs to reach senior-level executives – the C-suite – to present your services, it can be difficult to get a chance. Senior people are guarded by assistants, voice mail, a never-ending schedule of meetings, and frequent travel. They’re not likely to see your e-mails, take your calls, return your voice mails, or be at any networking events you can get into.

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Content must persuade as well as tell
Creating content

#121 Your firm’s content – getting past “telling” and on to “persuading”

Many of the business professionals I work with are deeply in love with their work. For example, I talked recently with an engineer in Montreal who is a firm believer that a chemical process called electrocoagulation (EC) is the next biggest thing in water purification.

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Building trust
Career planning

#120 How to show your firm’s members are “the safe choice” (and why that matters)

In the days of mainframe computing, there was a saying: “Nobody ever got fired for buying IBM.” The machines produced by Big Blue (as it was called) might be pricey, but they had a reputation for reliability. Their salesmen (and they were nearly always men) wore blue pin-striped suits that matched their company’s logo. The company’s reputation meant that any executive could defend the decision to choose IBM over its competition. IBM was the safe choice.

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Creating content

#119 Get past that “But I hate writing!” barrier to thought leadership content

Don Draper had it easy. The brilliant advertising executive of the 1960s-era series “Mad Men” would simply think about a client’s issue, scribble an idea on a table napkin, and his job was done.

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Phone: 1.647.998.4057
carl@thoughtleadershipresources.com

 

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Thought Leadership Resources

20 Mississauga Valley Blvd, Suite 408
Mississauga, ON L5A 3S1, Canada

Phone: 1.647.998.4057 
carl@thoughtleadershipresources.com