By Paul Watkins
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So how do you get clients to choose you ahead of others in your field? This book explains how, based around the proposition that your firm is probably too broad in its marketing messages, too diverse in its service offering, too unfocused on key areas of expertise and most importantly, too accepting of just anyone as a new client. In other words if you want to be a big fish in your pond – rather than getting bigger, reduce the size of the pond
Author biography:Paul Watkins has been consulting to professional services for over a decade and is a sought after conference speaker and workshop facilitator. During this time he has seen the full spectrum of good, bad and ugly marketing practices, observing firsthand what works and what doesn’t. This book is Paul’s second, following the financial services industry best-seller, ‘How Some Financial Advisors Make More Money than Others’.
Table of contents: Why you must aim to be a big fish in your field; The rise and rise and rise of the niche; if you don’t find a niche you won’t be able to grow; Who do you really want as clients?; How to become a big fish; Using PRICE as a strategy; Using a point of Differentation; Using Focus as a strategy; Do you have a Brand or just a name?; What marketing stuff works and what doesn’t?; The expensive stuff; What really matters; The two most effective marketing activities; Referrals.
