Marketing and Management for Canadian Professional Practices

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Point of Difference – An Example

January 18, 2011 by Sandra Bekhor Leave a Comment

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 […]

Filed Under: example, point of difference

Point of Difference Isn’t Just a Point

January 14, 2011 by Sandra Bekhor Leave a Comment

Point of difference is a marketing term to describe a unique and valued difference. Deconstructing it, the term may serve to understate the intention. A truly effective point of difference isn’t simply a point but, rather, it’s an all encompassing position. Here’s a great quote that, pardon the pun, makes the point quite effectively. It’s […]

Filed Under: Differentiation, point of difference

Point of Difference – Definition

January 21, 2010 by Sandra Bekhor Leave a Comment

Point of Difference – Definition Point of difference is often used interchangeably with unique selling proposition. Technically, these two marketing terms differ. Your firm may have a long list of capabilities that offer competitive value. Each one of them would be considered a point of difference. The point of difference that is most valued by […]

Filed Under: definition, point of difference

Create a Value-Driven and Sustainable Professional Practice

March 3, 2009 by Sandra Bekhor Leave a Comment

Create a Value-Driven and Sustainable Professional Practice

At my Toronto marketing firm, I have gone through the process of honing in a value-driven and sustainable practice strategy for Accountants, Interior Designers, Architects, Engineers, Dentists, Naturopaths, Nutritionists, Chiropractors and other Complementary and Alternative Medical practitioners. I have found that it is not uncommon for professionals to convince themselves that their valued point of […]

Filed Under: Accountants, Architects, chiropractors, Dentists, Engineers, Interior Designers, Marketing Architecture - Interior Design - Engineering & AEC Firms, Marketing CPA, Accounting, Investing and Actuarial Firms, medical clinic marketing, Naturopaths, Nutritionists, point of difference, sustainable, Unique Selling Proposition, value-driven

Tips to Analyze Your Point of Difference

August 15, 2008 by Sandra Bekhor Leave a Comment

Tips to Analyze Your Point of Difference

Point of difference is one of the most important aspects of a marketing strategy. It is also one of the hardest concepts to gain clarity on. Businesses often make claims about a point of difference that misses the mark because they didn’t delve deep enough in their analysis. Terri Zwierzynski posted a number of practical […]

Filed Under: point of difference, Unique Selling Proposition

The Risky Business of Marketing Your Point of Difference

June 17, 2008 by Sandra Bekhor Leave a Comment

The Risky Business of Marketing Your Point of Difference

Why do you think marketers talk about point of difference until they are blue in the face? Let’s face it, marketing your point of difference feels risky. It is associated with giving up income. If you claim expertise in one specific area of your profession then you must be walking away from business in another […]

Filed Under: Accountants, alternative healthcare providers, Architects, Consultants, Engineers, Interior Designers, Marketing, marketing a consulting firm, Marketing Architecture - Interior Design - Engineering & AEC Firms, Marketing CPA, Accounting, Investing and Actuarial Firms, point of difference

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Professional practice development videos

Should law firms REALLY be on social media? [Video, Blab Replay]

Video uploads double in 2014 - A “Video takes off” series

Video boosts email readership by 65% - A “Video takes off” series

Senior executives prefer video over text - A “Video takes off” series

One minute of video is worth 1.8 million words - A “Video takes off” series

Lawyers, stop wasting time on social media marketing

Who is your real market?

2 P's that drive success for professional practice

Getting started with professional law firm marketing

5 Things law firms need to know about marketing

Our most popular marketing articles

The single biggest web marketing mistake everyone (almost) is making...

Climbing the social media tree [Infographic]

Takeaway #2 from 'Turning strangers into clients', a social media roadmap for architects

The Future of Video: 5 Predictions for 2017 [whitepaper]

Should you bother with social media marketing?

The Tagline: A Hidden Gem in the Branding Toolbox

10 Do's of Professional Logo Design

Communication Strategy - Definition

Unique Selling Proposition - Definition

Point of Difference - Definition

Canadian Engineering Firm Taglines - A Comprehensive Compilation

Our most popular management articles

What's good for the goose...

The law firm retreat... why your firm should have one this year

Setting the stage for a business retreat

Accounting firms - Get strategic or risk getting lost

In search of the ideal client

Delegate to break through that glass ceiling

Proper delegation builds partnerships

Leaders beware, trust is a two-way street

Strengthening Your Clinical Team

Hire the right fit the first time

Winning in the Recession - A Primer for Canadian Professional Practices

Marketing and Management for Professional Services Firms

  • Law Firm Marketing
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  • Medical Clinic Marketing

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