Feeling CRUSHED by the Competition?
You nurture client relationships, are aware of key issues, and were one of eight firms who received the RFP. You switched to InDesign, hired a graphic designer, are responsive to RFP questions, and use photos and fancy graphics. So why aren’t you getting shortlisted or winning projects as often as you used to?
Responsive and attractive proposals are how you meet the minimum requirement for playing the game. Content is what makes you a winner.
Contrary to popular belief, technical content does not need to be BORING. Just because you are discussing soil composition or the mechanics of a high-efficiency HVAC system, it doesn't mean you can't write something that will intrigue the right audience. Unfortunately, storytelling remains a mystery to many people in technical and scientific fields. This is why the STORY Method was developed.
The Business of Marketing for the Digital Age: Attract, Don't Disrupt
Over the past decade outbound, “interruption” marketing has become ineffective. The overwhelming amount of information available on the internet, combined with the vast quantity of “junk” email, has made most people disdain unwanted advertising messages. Spam filters have made it impossible to get messages to a high percentage of contacts, even on targeted and vetted lists.
Clients today don’t want to be interrupted or “sold” to. They prefer to be provided with educational or informational content that provides answers to their problems. They also want to access their desired content when it is convenient for them.
We Live in a Digital World. Are You Still Marketing in Analog?
Challenge #1: Capture the Attention of Prospective Clients.
Why the Goose?
Geese honk to communicate with the flock so they can preserve the "V" formation that enables them to conserve energy and fly for longer distances.
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DEBORAH BRIERS, CPSM, MBA