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You've
either arrived here out of curiosity or because you realize, as few professionals
will admit, that your marketing efforts are inadequate and not likely
to achieve the attention or create the kind of response that
you're looking for.
We've seen
some woeful marketing efforts by smart professionals — attorneys,
accountants, consultants, engineers — who
simply seemed unaware of the most basic questions that any
marketing activity ought to address:
1. Who is your target?
2. Why should they be interested in what
you have to say?
3. What benefit will they get from working
with you?
Our approach
You
(presumably) are good in your profession, and these wired seminars
can make you good
at marketing your services as well. It consists of
seven lessons — we call them seven competencies
because the learning activities you'll engage in bear little resemblance
to what you experienced in your formal education. We expect to help you
develop those competencies over a period of several months, not simply
tell you about them or ask you to read about them. For example, in this
seminar
you'll
draft
a couple
of press releases, and you'll rework them to the point that newspapers
reporters will want to call you for a comment when they want
an articulate perspective on a matter where you have some expertise.
Over time, you will develop a marketing sensibility to add to your professional
competency.
Anytime,
anywhere availability
We'll conduct the seminar mainly through the Internet — email,
your browser,
Instant
Messenger, probably some teleconferences — and you can
work on the activities at a time of your choosing (as long as you keep
up with the general pace of the sessions). You'll usually work as part
of a team with one or two others — we've found that small learning
teams working on specific tasks pick up an understanding that is deeper
and
more useful than those who work on their own.
Seven
Competencies for Marketing Professional Services
Our focus is on core competencies — a high level of proficiency
at doing the right thing really, really well, consistently, and on
a marketing outlook. Those behaviors, perspectives and attitudes
aren't gained in a weekend seminar, no matter how intensive.
1 Focus.
Recognizing your audience, competition, niche, positioning.
2 Presence. How
to make membership, networking, and philanthropy work.
3 Relationships.
Nurturing relationships for the long term.
4 Creating the
need.
Expanding your market by working the demand side.
5 Communications.
Presentations, public relations, advertising, etc., etc.
6 Branding. Why
a $10 T-shirt with the right logo sells for $100.
7 Customer service.
Connections, culture, commitments = retention
If
you'd like more information about this Wired Seminar, click
here.
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