Professional Services Journal

August 14, 2008

Issue 6.8

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Feature Story . . .

Marketing Strategy and Tactics

Know the difference or suffer the consequences

by Randy Shattuck, The Shattuck Group

The cars below looked like toys as I peered from the 14th-floor window of his corner office. The CEO had asked me to meet with him to discuss the rollout and marketing plan of a new service he was very excited about. He had recently attended a conference, and a number of "little things" he'd been thinking about had crystallized for him.

Editorial Corner . . .

Editorial Corner

Building sound plans ... Marketing the complex … How the herd treats nerds

Jack Scharff

Ever have someone come in ready with a marketing plan only to find the person struggles to provide strong answers? In the feature story, Randy Shattuck gives you marketing food for thought on coming up with strategies based on what the market needs.

Marketers who promote services or complicated technical products have their jobs cut out for them. Readers chime in on how to succeed in selling technical services and complicated products.

A professional geek wants others to see him as a professional business person not a nerd. How can he help his professional image? He'd love your help, or you can share your own challenge (anonymously if you wish).

Our feedback form is short 'n snappy, and we read every word, so please let us know how we're doing. For taking the time to complete the survey between meetings and meals, we'll put your name in a drawing for a pair of Garmin Rino 110 GPS. Happy reading — Jack

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Marketing Health Check-up:

Is your brand as healthy as it should be? Is your marketing function implementing best practices and delivering results? Are you getting real value for the dollar? Want a complimentary check-up that can answer these questions? Send an email to randy@theshattuckgroup.com.

Sales Afterburner: The Gospel of Drip Marketing

Lead generation costs getting you down? You could be ignoring prospects that might eventually become customers. Consider adding a "sales afterburner" to your marketing campaigns. This DVD shows you how.

Obtain the full-day workshop with additional material on the power of persuasion.

More Information ...


	Archives . . .

Issue 6.7
July 14, 2008

Issue 6.6
June 4, 2008

Issue 6.5
May 7, 2008

Issue 6.4
April 10, 2008

Issue 6.3
March 13, 2008

Issue 6.2
February 13, 2008

Issue 6.1
January 17, 2008

Issue 5.13
December 12, 2007

Issue 5.12
November 13, 2007

Issue 5.11
October 30, 2007

Issue 5.10
October 3, 2007

Issue 5.9
August 22, 2007

Issue 5.8
July 16, 2007

[MORE]

Important News Announcement . . .

Something Big Is Arriving Soon!

Something important to all professional services executives.

Something that PS execs could only dream about before.

Something that costs absolutely nothing.

Something that helps you market services smarter.

Watch this space for future information or ...

Oh heck! You don’t want to miss out ...

Sign me up for whatever it is.

What Would You Do?

Last Issue's Dilemma:

Marketing new bits and bytes

What is the best approach or message for marketing professional services and solutions? We have used case studies and other documents to prove the ROI. However, these approaches don't help prospects understand the story, though we minimize technical details and jargon.

These technical solutions clearly provide more benefits than the current ones in the same family. Should we attempt to educate our clients with the technical details of each solution or try to develop a more compelling benefit story?

— In a marketing dervish whirl

See what our readers had to say!

This Issue's Dilemma:

I'm more than a techie — How do I change my image?

I'm a developer, and at my company, I'm stereotyped as a "techie" — You know, a person smart about technology but too nerdy or unpredictable about other business matters. I want to change that impression, and I'd like your readers' advice. Should I dress more conservatively, post my diploma on my office wall or take other business courses not related to technology? What can I do so others treat me as a business professional? — Stereotyped in Seattle

Can You Help?
Share your experience. You could win a digital camera.

Opportunity Management: How to win new business . . .

How to Win at Poker and at Business

Know when to fold 'em or hold 'em

by Douglas MacMillan - BusinessWeek

10 Tips for Developing C-Level Relationships

Reach the leader and enjoy increased market share

by Sam Manfer - Take Me to Your Leaders

People Management: Your most valuable asset . . .

Create a High Retention Work Environment

Take PRIDE

by Greg Smith - WorkZ

Dealing with Difficult People

Use communication styles for a better approach

by Byron Sabol - MovingAhead

Personal Leadership: Self-management insights . . .

John Wooden's Tips for Courting Success

How business owners can become better leaders

by Jerry Hirsch - L.A.Times

Transforming a Professional Services Organization

"No detail is too small to escape close attention"

by Jeff Wilhelm - PSVillage

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Heart of any online marketing campaign."

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