What can lawyers, accountants, architects and other professionals learn from Weight Watchers?
Marketing isn’t about tactical to do lists or promotional statements about your services and people.
Marketing is about making your readers feel something. And professionals are uniquely positioned to do just that.
So, watch this video.
Notice how they don’t tell you about their services. They don’t tell you how great they are. And they don’t tell you about their experience or results. They just illustrate the understanding of a profound truth that enables them to help their members.
Just that. It’s enough. It’s powerful.
Think about what your market is experiencing when they search for your services. What can you say to them that will make them feel trust, security, confidence, hope, relief, strength or whatever other state that would be appropriate in their circumstances?
Professional services marketing is going through a transition.
There was that period about 15 years ago when marketing was basically the ‘m’ word. Trust me. As a pioneer in the field, I lived that dream! Now most professional services firms sport logos, websites and LinkedIn profiles. Some even get deeply involved with their strategy, data and plans.
But the ones that can learn how to use these platforms to make instant connections with people? They will win the race.
Take a lesson from other sectors that have been doing this, well… might as well be forever. They know a thing or two about what works. And some of it is transferable to professional services firms.