Introduction To The Simplified Clumper Strategy
So far I have described the first two quadrants of the Rainmaker Marketing Simplified Strategy Matrix. The (A)rcher quadrant, and the (B)rander quadrant. Again, they are: A large market with many competitors, requiring the strategy of an Archer, and A small market with many competitors, requiring the strategy of a Brander. In the first quadrant… (0 comment)

Introduction To The Developer Strategy
While I was writing this course, I released it to my newsletter subscribers. During that time, I got emails “up the gump stump” asking me to speed up writing what has become the “Rainmaker Protégé” marketing strategy series. Well, it made me feel good. And, what you’re getting here is the finished product of several… (0 comment)

Determining Your Target Market’s Needs
So, if you’ve been following along with this strategy series, you should now have three or four documents lying on your desk. The first one being Porter’s Generic Strategies, the second being your Rainmaker’s Target Market Selection Worksheet, the third the Simplified Strategy Matrix, and the fourth being the Rainmaker’s Canvas. This isn’t like some… (0 comment)

Evaluating Your Accounting Practice Resources
In our last session in this series on Strategy Development, you were introduced to the Rainmaker Strategic Resources Worksheet as a way of identifying your current resources and capabilities. But, if you have identified a unique market, with unique needs, the probability is that you are not going to have all the resources you will… (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…

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)

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)