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  How to ...
 Â(for new clients)

Â
  How to ...
 Â(for new clients)

 
  How to ...
   (for existing clients)

 
  How to ...
   (for existing clients)


... treat marketing like a project.


Done properly, your work as a design professional demands that a formal process be learned and followed closely.  W. Edwards Deming said “If you can't describe what you do as a process, you don't know what you're doing.”Â

Marketing, on the other hand, is believed to be an ad hoc, non-process that is driven by a silver tongue and the impulse of the moment.  This belief is wrong.  Process is every bit as important in marketing as in design, or any other professional field for that matter.  Imagine that on your next flight the pilot asked the flight crew: “Anything you think we should check before we head down the runway?”  You’d be the first one off the plane.  “Winging it” fails in marketing just as it would for a pilot or a design professional.  There are certain activities that call for a plan, and marketing professional services is one of them.

Here are the basic steps to take to secure work from a new client, which match the links on the left under "for new clients:"

1. Identify features that differentiate your firm

2. Define the client benefits produced by those features

3. Develop ways to demonstrate those benefits

4. Write questions to discover prospective needs for each benefit

5. Develop your response to each answer

6. Organize the structure of an interview

7. Practice the interview and brainstorm improvements.





... treat marketing like a project.


Done properly, your work as a design professional demands that a formal process be learned and followed closely.  W. Edwards Deming said “If you can't describe what you do as a process, you don't know what you're doing.”Â

Marketing, on the other hand, is believed to be an ad hoc, non-process that is driven by a silver tongue and the impulse of the moment.  This belief is wrong.  Process is every bit as important in marketing as in design, or any other professional field for that matter.  Imagine that on your next flight the pilot asked the flight crew: “Anything you think we should check before we head down the runway?”  You’d be the first one off the plane.  “Winging it” fails in marketing just as it would for a pilot or a design professional.  There are certain activities that call for a plan, and marketing professional services is one of them.

Here are the basic steps to take to secure work from a new client, which match the links on the left under "for new clients:"

1. Identify features that differentiate your firm

2. Define the client benefits produced by those features

3. Develop ways to demonstrate those benefits

4. Write questions to discover prospective needs for each benefit

5. Develop your response to each answer

6. Organize the structure of an interview

7. Practice the interview and brainstorm improvements.




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