Here’s a light video of a chat I had about marketing for professional practices with Susan Mallin, an investment advisor in Toronto. It is a useful overview for anyone considering working with a marketing professional for the first time. It is also an introduction to my personal philosophy on the subject, something that is most […]
Becoming a Meaningful Brand
Becoming a Meaningful Brand was previously published in Canadian Vet, May / June 2011. As a veterinarian, is there a zone where your energy and interest peaks because of how you feel about a type of service, circumstance, or challenge? Have you noticed how others respond to you when you are in that zone? It […]
Starting a Newsletter
Investment Executive just did a series on how to start a newsletter (in which I was quoted). Here are a couple of excerpts: From Create your own newsletter – Build visibility and credibility among clients and prospects: Your newsletter should build on your point of difference, says Bekhor… This uniqueness should come across in every […]
Effective Marketing Strategies, Plans and Copy Webinar for Interior Designers
I will be giving a 2-hour webinar on effective marketing strategies, plans and copy for interior designers through Interior Designers of Canada (IDC) on June 8th. This will be a 2-part webinar: The strategic marketing plan: In the first hour, we will explore how to develop a marketing plan (or modify an existing plan) that […]
Trademarks and Your Professional Practice – Q & A with Trademark Specialists
Over the past decade, small to mid-sized professional practices have demonstrated unprecedented interest in branding. The resulting names, logos, taglines and marketing campaigns contribute to the goodwill and equity of the business but it remains without any actual trademark protection. To what extent should a practice invest in obtaining a registered trademark? I interviewed Kelly […]
Webinars vs Presentations – A Speaker’s Perspective
If you’re planning to give webinars a try, get yourself geared up for an experience totally different from delivering live presentations. A nod, a knowing smile… these are some of the ways that a live audience lets a speaker know that they are engaged. These cues are simply not available in a webinar format.From a […]
Expanding Your Centres of Influence
Anyone who has tried to craft an elevator pitch knows that a point of difference can serve as a solid foundation to one’s networking efforts. But did you know that the very same point of difference can also help you to expand your centres of influence? Here’s how, taken from an article at Investment Executive […]
Point of Difference – An Example
In a dramatic, bold move that requires commitment, planning and confidence, a national hotel chain has recently committed to regularly cater to 6 special diets: Toronto-based Fairmont Hotels and Resorts last week introduced a new series of menus chain-wide with different dishes specially created for guests not only with celiac disease but also diabetes and […]
CBC Report Disparages Homeopathy
Have you seen the recent CBC reports on homeopathy? They are brutal. This short clip should give you some indication of the direction adapted: ‘…based on flawed science and loopy thinking’. I would normally expect a more balanced approach from the CBC. If you follow Toronto Marketing Blog, you may have noticed that it is […]
Canada’s New Anti-Spam Legislation and Your e-Newsletter
If you use an e-newsletter to promote your practice, here’s what you need to know about Canada’s new anti-spam legislation, from Industry Canada: The regime to allow for email marketing is based on a consumer opt-in approach, which stipulates that businesses must get consent prior to sending commercial email or have a pre-existing business relationship […]
