Table of Contents

Foreword

Introduction

Preface

1 –PROFESSIONAL SERVICES MARKETING 3.0
How We Got from Marketing 2.0 to Here

2 –CHANGE IS A RESULT – EVOLUTION IS THE PROCESS
The Anatomy Of Getting To Professional Services Marketing 3.0 – And Beyond

3 — HOW MARKETING WORKS
Building A Firm – For Now and the Future

4 — BUILDING A MARKETING CULTURE
Moving Into Professional Services Marketing 3.0

5 — THE RISK IN NOT UNDERSTANDING RISK
How To Understand, Manage And Avoid Reckless Risk

6 –ANYTHING YOU CAN DO I CAN DO BETTER
Are Accountants Or Lawyers The Better Marketers? Does One Size Fit all?

7 —  A FIXED POSITION IN A MOVING WORLD
Positioning As A Metaphor

8 — LET’S LOSE THE WORD IMAGE
It’s A Hollow View

9 — MARKETING AN ACCOUNTING FIRM
The Virginia Accountant 1980

10 –THE SECRET FORMULA FOR PROFESSIONAL SERVICES MARKETING
It All Boils Down To Getting One Client At A Time

11–SING ME A SONNET
Or Find Some Other Way To Inspire Me

12 — I’VE GOT A LITTLE LIST
Targeted  Marketing  And A Total Context To Make It Work

13 — MANAGING KNOWLEDGE AS A MARKETING AND MANAGEMENT TOOL
What Do We Know When We Say Know?

14 — NEW DIMENSIONS IN INTERNAL COMMUNICATIONS
Information Management And The Internal Communications Process

15 –DEALING WITH CLIENTS WHO THINK THEY KNOW MARKETING
But Don’t And What They Should Know

16 — ALL TOGETHER  NOW – IT’S OUR CLIENT
The Client Service Team As A Growing Phenomenon

17 — CAN DAVID BEAT GOLIATH AGAIN?
Ten Things Small Firms Can Do To Compete

18 — DON’T SOLVE THE PROBLEM – DO A BROCHURE
On Being Original In A Brochure

19 — BEING SOCIAL IN THE NEW WORLD OF SOCIAL MEDIA
Talking To Prospects  When Prospects Can Talk Back

20 — I CAUGHT IT — CAN I KEEP IT?
Keeping Your Client Out Of The Competitive Pool

21 — ADVERTISING AS A MARKETING TOOL THAT SOMETIMES WORKS
And Why It Sometimes Doesn’t

22 — OGLETREE DEAKINS GETS IT RIGHT
Doing The Perfect Ad

23 — THERE’S A LEAK IN MY  FIRM
Never Mind Who — Why?

24 — BE NICE TO THE JOURNALISTS
Or Else You’ll Turn Into A Pumpkin — Or Something

25 — SPINNING OUT OF CONTROL
When Bad Things Happen to Good Marketers

26 — SAME GAME, SAME NAME, DIFFERENT RULES
Any Old PR Person Will Do

27 — WHERE WENT THE 5 Ws?
The Press Release In Today’s World

28 — IS MORE PUBLICITY BETTER?
Or Is Better Publicity Better?

29 — GETTING TO THE NEXT STAGE
Sometimes Change Is Improvement – Sometimes It Isn’t. But It’s Always Inevitable