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Tell A More Connected Story

Tell a More Connected Story

It’s a common practice for A/E/C firms — no matter the size — to describe the services you deliver instead of the what comes out of the services. Firms fall into the habit of rattling off a list of services they offer and then miss the important point of how those services really solve problems, or how those specific services impact the client. It’s a crutch. You’re unsure of the real reason you do what you do, so you resort to lists. And lists are not stories.

That’s a shame, because the body of work you are building could tell a phenomenal story if you look for it and plan it. There is true value hidden in the tangible results of the technical services you provide, and that value carries more meaning than a bullet list of services.

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Share Your Firm’s Winning Expertise

Share Your Firm’s Winning Expertise

The success of your firm is directly related to your team of experts on staff and their ability to skillfully apply knowledge and experience to client projects. Solving problems, creating solutions, and finding efficiencies are all in a day’s work. But what do you do if most of your team’s work is inherently invisible to the rest of the world? How do you showcase the collected knowledge and know-how when your best work is buried under ground, behind sheetrock or calculated in support beams?

Sharing your team’s expertise through an industry-relevant thought leadership program can bridge that gap — from unseen to visible expert — and position your firm as experts who can solve your client’s most complex problems.

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How Should A/E/C Firms Engage Marketing Consultants?

How Should A/E/C Firms Engage Marketing Consultants?

This question has been heard too frequently to not be addressed: “How should A/E/C firms engage marketing consultants?” Apparently, it’s a common question that isn’t addressed often enough — especially between the two parties who directly benefit the most from working together; your firm and the creative consultant. Fumbling the money conversation brings unnecessary baggage into a transactional business relationship before the project even starts. It doesn’t have to be that way.

Start the engagement off on the right foot. Minimize the conflict around the fee ahead of time and leave plenty of room for collaboration, exploration and significantly higher satisfaction.

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Real People Don’t Read Fake Content

Real People Don’t Read Fake Content

Social anxiety drives many professional service firms to generate shallow content in search of clicks and “likes”. Equally influenced by the fear-of-missing-out and search engine optimization, the resulting content relies heavily on memes, trending hashtags and lists-based articles that carries the expectation of clicks and visits. I want to suggest that kind of content is fake and attracts fake followers — people who will never partner with your team, or hire your firm on a project.

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Pop Quiz: How Strong Is Your Firm’s Positioning?

Pop Quiz: How Strong Is Your Firm’s Positioning?

Take just a moment and think about your past projects.

Think of all the projects your firm completed in the last year — both the great projects and the ones that caused too many late nights — and mentally put them all into a pile. Now sort them, one by one, into categories by the kind of work your firm completed on each project. Be as specific as you can.

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Why “Full-Service” Doesn’t Fly

Why “Full-Service” Doesn’t Fly

Properly Positioned for Take Off

There are a few good reasons why positioning your professional service firm as “full-service” doesn’t work. For one thing, it is impossible to be everything to everyone. Not only is it exhausting for your technical team, but you’ll find clients are more often disappointed than delighted. Clients need you to define in very specific terms what your firm can do for them.

Describing your firm as “full-service” runs counter to how the rest of the consumer-driven marketplace works. Think about it. As consumers, we choose to buy the best and most reasonable option in the marketplace that meets our primary need all the time, several times a day, each and every day. I’ll use example as an illustration: airline tickets.

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