Your Marketing And Distribution Channels
Channels – how do you communicate to attract prospects or with your clients to deliver your products and services? Previously, I talked about “Value Propositions.” By now you should have started the process of figuring out what it is you offer and why your clients buy from you, and matched your value proposition to the… (0 comment)

From Capabilities To Tactics
As you learned in our last session, Tactics are combinations of activities available to you through the capabilities of the resources you have available. When your capabilities become routines, and exist in the culture of your practice, you have developed a core competency. The routines you develop include the coordination of the diverse production skills… (0 comment)

Your Key Activities
Tactics are the actions you take to implement your strategy. Your tactics are limited by the resources you have built into your business model. Your resources have capabilities, and when you combine the action of any two of these capabilities, you have a tactic. Remember that. Your resources have capabilities, and when you implement their… (0 comment)

Using Cheap And Easy Client Newsletters
Building A Practice Is HardAnd You’re All Alone At It   Did you start your practice so you could spend your weekends and nights writing a monthly client newsletter? Then, trying to figure out the formatting for print, color or black and white, pdf or html for email, or links and formatting for the web?…

Your Irresistible Offer
A USP is thoughtful and logical, as Rosser Reeves described, but your Milton, as well as every other prospect in the whole world, yourself included, acts on emotions. Humans are impulsive and according to Nobel Prizewinning economist, Daniel Kahneman, operate on an instinctive and subconscious level to process decisions. According to Dr. Kahneman, humans only… (0 comment)

Planning Your Irresistible Offer
In 1961, in his hit book, “Reality In Advertising,” Rosser Reeves introduced the concept of the Unique Selling Proposition (USP), or Unique Selling Point, as a marketing concept that explained successful advertising campaigns. The theory behind the USP states that such campaigns made unique propositions to the customer that convinced them to switch brands. Reeves… (0 comment)

Developing Your Value Proposition
Your Value Propositions – what problems do you solve for your clients? A couple of sessions back, after I had finished talking about “Target Market Segments,” you should have developed an hypothesis about who your target customer is, and identified that target as a singular person you could talk to. In my example, it was…