Marketing professional services requires that you effectively market the brands of both the company and the skilled individuals that comprise it. Too often, I see service companies promoting themselves only as organizations and not as organizations AND a collection of highly talented individuals. Focusing on the personal brands of just the top executives is not […]
As a copywriter with a degree in English, there are a lot of arcane grammatical rules I have buried away in my head. I’m the type of person who looked up the definition of “split infinitive,” just so I could use it in conversation the next time someone brought up Sandra Bullock (there’s a moment […]
This is the first in a series discussing strategies for marketing professional services. A young Harvard Associate Professor will garner instant credibility as an educator just by her association with such a prestigious university. But as her prospective students shop around for the optimal classroom experience, they’ll expect to learn more about her specific credentials […]
Here’s a joke: what do Dracula, an obnoxious camel, a frustrated caveman, and a talking gecko have to do with car insurance? Answer: NOTHING. Don’t get the joke? That’s cool; my sense of humor is weird. And so is Geico’s marketing strategy. They’re pioneers of what I call absurdist marketing — a strategy that completely […]
I recently had a chance to address the executive board of one of our customers about a marketing topic of my choice. I spent a long time preparing my remarks — and even longer trying to figure out the solution to a problem that I thought would be worthy of their consideration. I was extremely […]
Remember John Wanamaker? At the turn of the 20th century, he famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” This is still one of the toughest challenges for marketers today: figuring out which campaigns are the most effective at driving revenue. So, we decided […]
With only moments to communicate what you do and leave a lasting impression, your “elevator pitch” can be a critical networking tool. But, finding the balance of what to include and what not to include takes some honing. Below are some guidelines on how to successfully approach your elevator pitch: Engage them quickly First you have […]
It’s a question that comes up in client minds more often than most marketing and advertising agencies like to think: Should I have my agency do this project or hand it directly to a freelancer? As a young agency owner, I never wanted my clients to directly hire a freelancer. I wanted to be our […]
1. Be rigorously honest with your needs Before you start browsing for agencies or asking industry connections for referrals, consider your company’s needs. Ask your team a couple key questions: Why do we need a marketing agency? What do we expect them to do for us? Have all your stakeholders consider these questions, brainstorm if necessary […]
When writing articles for the glassCanopy marketing blog, we generally use the terminology “buyer” and “seller” as opposed to talking about “consumers”, “products”, or “services”. This is because most of what we write is equally applicable to B2B and B2C… services and products. In those cases where we’re talking about specific use cases we make […]