Frequency vs. Reach
One of our clients, a professional services provider, was considering spending a lot of money on an ad in a special supplement to a widely read publication. The amount in question far exceeded what...
View ArticleLeverage or Lose It
When we propose to our professional services clients that they place a bylined article in an industry or professional publication, they sometimes ask about the circulation of various venues, usually...
View ArticleWhat’s in a Name?
In his book, How Pleasure Works, Paul Bloom cites research experiments that point to the fact that we are all drawn to and trust what is familiar. Lawyers, accountants, engineers, and other...
View ArticleThree Reasons to Keep Marketing Even When You’re Busy
Do you have so much business that you don’t think you need to promote your services? That’s great, but there are three vital reasons why you should market anyway. Consider the following factors: 1. Is...
View ArticleNow Is The Time to Capture Your Share of SEO Leads
Through a proactive campaign, astute firms can position themselves to gain market share through relatively low cost search initiatives, while competitors are losing qualified leads and busy explaining...
View ArticleService Beyond Borders
Traveling can teach you a lot about different cultures—as well as about marketing. On our recent trip abroad, I was reminded about some time-honored marketing do’s and don’ts. One incident demonstrated...
View ArticleBuild Now, Benefit Later
As I met with a law firm partner this week, he reminded me of something professionals usually overlook—the importance of building relationships while employed by a firm or in the corporate world. Those...
View ArticleWrapping the Substance in Sizzle
Marketing a professional services firm depends a great deal on packaging, and almost everyone has a story to tell whether they realize it or not. Lately, we’ve talked with several law and other...
View ArticleThe Care and Feeding of In-House Counsel
I recently attended a meeting of the Los Angeles Intellectual Property Law Association. The topic was “What Everyone Needs to Know about the Care and Feeding of In-House Counsel,” with the tagline...
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Sweat the Small Stuff
Berbay has coordinated numerous photo shoots for our clients – headshots, group photos for websites and ads, etc. – but we encountered something new the other day. I received a call from a worried...
View ArticleMarketing Buzzwords Explained
I think it’s really funny when people use marketing jargon or industry jargon in general for that matter. I just want to scream, “No one understands you!” With marketing jargon, marketing professionals...
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