Shine a Spotlight on Your Professional Service Firm

Published: December 21, 2007, 2:25 am

By Kelly O'Brien As a life-long dancer, I know a bit about the importance of good preparation before performance. Before a dancer is ready for the spotlight, she has to master the basics including alignment, strength, flexibility, balance, choreography, and artistry. The same is true for successful marketing. When you send a brochure, run an ad, promote a website, give a talk, or just tell someone what you do, youre on stage. But if youve not mastered the basics, you will not engage your audience and you risk serious injury to yourself and to your firm. Before the Curtain Rises Well before any performance, dancers invest time building a solid foundation. Its this foundation not the costumes, lighting or even music that enables them to give a persuasive, moving performance that connects with their audience. With effective marketing, the same sequence applies. Before the curtain rises on your attempts to attract clients, make sure youve mastered the basics first: Get aligned. Dancers

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