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My presentation on how to market your knowledge and not your product for LOMAP\'s "Supermarketing Conference II," held June 19, 2012 at the Massachusetts Bar Association
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COMPUTER GEEK INVOICEYour Company Slogan
MERRITT ISLAND, FLORIDA DATE: June 19, 2012
INVOICE # 100FOR: Project or service description
Bill To:
NASA
PORT CANAVERAL< FL
DESCRIPTION AMOUNT
TURNING A SCREW $1.00
KNOWING WHICH SCREW TO TURN $999.00
TOTAL $ 1,000.00
Make all checks payable to Computer Geek
If you have any questions concerning this invoice, contact Name, Phone Number, E-mail
VALUE
PRODUCT
VS.
VALUE
WHAT IS VALUE?
THE WORTH OF SOMETHING TO SOMEONE
HOW DO YOU IMPROVE YOUR CLIENT’S CONDITION?”
PRODUCT REAL ESTATE CLOSING
WILLDIVORCECONTRACT
VALUEWHY SHOULD THE CLIENT ORREFERRAL SOURCE CHOOSE YOU?
WHAT MAKES YOU THE BETTER CHOICE?
Experience?Are you an expert in the field?How do you make your clients feel during the process?
HOW CAN YOU PROVIDE VALUE TO YOUR CLIENT OR REFERRER?
• House calls• Spend some time “off the clock”• Have a computer in your waiting room• Be proactive with client and referral calls• Consider Google Alerts to stay up to date with clients/referrers• Send birthday cards• Have a firm “open house”• Value Based Pricing• Limited Assistance Representation• Creating client extranets• Blog• Stay active in your community
• BUILD YOUR RELATIONSHIPS ON THREE WORDS
• KNOW• LIKE• TRUST
THESE THINGS WILLDIMINISH YOUR VALUE
• Guarantee a certain result• State you will do a better job than a competitor• Overpromise and underperform• Reduce your fee• Fail to be the captain of the ship
•HOW WILL I GET NOTICED?
1,200,00070,00055,000
1
SETH GODIN DEFINES THE PURPLE COW AS “…ANYTHING PHENOMINAL, COUNTERINTUITIVE, EXCITING…
REMARKABLE.”
Remarkable marketing is the art of building things worth noticing, right into your product or service. Not slapping on marketing as a last-minute add-on, but understanding that if your offering itself isn't remarkable, it's invisible.
The old rule was this:
Create safe and ordinary products and combine them with great marketing
The new rule is:
Create remarkable products that the right people seek out.
SAFE = RISKY
Consumers are too busy to pay attention to advertising, but are desperate to find good stuff that solves their problems.
There are 70,000 licensed attorneys in Massachusetts…
You are the ONE!!!
GOOD LUCK TO YOU!
Alan J. KlevanLAW PRACTICE STRATEGIES
1 Hollis Street, Suite 243Wellesley, MA 02482
781-237-4700alan@klevanlaw.com
www.twitter.com/AlanKlevanwww.lawpracticestrategies.com
The world has changed. There are far more choices, but there is less and less time to sort them out.
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