When we talk about creating a genuine connection with our audience, we utilize the Law of Connection. The Law of Connection simply states that "When I build rapport with you, I build your trust. Likewise, when I break rapport, I break your trust." This is important to keep in mind because although this seems like the most BASIC of laws, time and again we see our clients suggest the one thing that breaks all trust -- hitting their target audience with logic FIRST. (At which po

Part 3: What does your target say about your name and logo? This is the KEY question. There's what YOU think about it. There's what you THINK your prospect thinks about it. There's what your prospect ACTUALLY thinks about it. The last point is what we're aiming for. Without that, you may as well take your time and money and throw it out the window. What did our client's target think about the proposed names and logos? Ànu - "We like this most as a name. It is easy to read an

Part 2: What does your team say about your name and logo? You know your business best. What does your sales & customer service team think? They're the ones engaging most with your clients and prospects. What is it they hear time and again? What do your evangelists and coaches say? They already love you, can't hurt to ask. What does your branding team say? Here's where we come into play. When we look at what makes a strong name and logo, let's look at the following example: V

We get this question a lot, so I thought I'd address it in detail: What's your process like to create a name and logo? The answer is: There are 3 parts to what makes up a strong name and logo. Part 1: What does your attorney say? This is good question to start with because as you begin to brainstorm, you need to know what limitations you may be working with. Are you infringing on an existing name or logo? Clearly a key question because you don't want to go all the way through

"I have a great product/service but my clients just don't get it." What do your BEST clients say about you when it comes to WHY they work with you? What are you hearing time and again with a new prospect when you pick up the phone? Tip #1 Show them you "get them" (and they will close themselves). In our example here Archer Law Group heard different concerns at different phases of business life cycle, thus we created a self-opt in 30-Second Presentation model: "Our broch

When we begin the conversation of how to use your marketing materials to find and flush out quality leads, the following question will typically come up: What's your content marketing and search engine optimization process? in which case we will typically respond: If you primarily find quality leads through your referral sources and face to face connections, why would you spend all your time and energy sourcing leads online? Does that mean we don't use ANY analytics, content

When we work with new clients one of our primary goals is: Let there be as few, yet crucial, conversations as possible so that we can do for you in weeks what it has taken you months (even years) to attempt without us. Thus, we use a specific process that is much like a race car team: Picture yourself as the expert driver. We, as your chief mechanic, will rally your team (internally and externally) so that each role is clear, there's no duplication AND you only need to have