Over the past 20 years, most of my firm’s new business has been generated by unsolicited pitch letters sent to targeted prospects. These brief, tailored messages – sent either by email or snail mail – have not only enabled us to maintain a consistent pipeline of clients; but more importantly, we’ve built a practice consisting of high-value companies and people that we wanted to work for. And we’ve never resorted to advertising, sponsorships or other expensive, low-yielding tactics to promote our brand or services. The simple truth is that properly researched, well-crafted pitch letters are probably the most effective way for any type of professional services firm to build its client base and
Client newsletters are the most widely used, often abused and hotly debated marketing tactic for professional services firms of any size. Here are three highly subjective myths and realities to help your firm determine whether it’s a worthwhile tool, or how to improve your current newsletter. MYTH #1: Your B2B Firm Needs a Client Newsletter Marketers want you to believe that your firm needs a newsletter. But traditional newsletters – containing commentary ranging from tax legislation to new technology, or who’s joined the firm – are not a marketing necessity. In fact, at many firms their client newsletter is a marketing albatross. Each issue involves a frustrating hunt for timely infor
