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Whether youre frustrated with past marketing efforts that have been expensive, समय लेने वाली, and havent paid offor you think you cant afford to take a sophisticated, results-driven approach to business development like the big firms do, guess again. While your firm may not have its own in-house marketing expert on staff or the generous marketing budgets that the larger firms enjoy, you can systematically and affordably attract more clients than you ever thought possible. It just takes a thoughtful strategy that leverages the laws of marketing, and an ordered approach to stay on track. Laws of Marketing First and foremost, marketing is NOT about brochures, वेबसाइटों, advertising or cold calls. These things may or may not be tools that make sense for your firm, once youve leveraged the laws of marketing. There are two basic laws of marketing1 that must be mastered by professional service providers who want to stop wasting time and money on ineffective marketing efforts. वे कर रहे हैं: 1. Build your base (carefully craft your message) 2. Reach out to your market (build and nurture relationships) Heres a quick look at what each of these laws requires Build Your Base. This law means spending thoughtful time defining your firms niche, developing language that grabs your prospects attention, articulating what makes your firm stand out from other firms offering the same services, demonstrating your value, and illustrating your firms authority to deliver better than all other choices. दुर्भाग्य से, 90% of professional service firms ignore the law of build your base and rush to communicate about their firm without a carefully articulated message. This leaves your target audience unconvinced or, सबसे अच्छे रूप में, confused about how your firm can serve them better than all others vying for their attention. Invest a little time in building your firms base, and youll be ahead of most of your competitors. Reach Out to Your Market. This law involves developing and implementing a system of strategies to build and sustain relationships with your target market and current clients. They are executed both offline and online. They are done systematically and repeatedly. They work in synergy to create an unstoppable buzz and attraction to your firm that takes on a desirable life of its own, once youve put them in place. These strategies include things like networking, direct outreach (personal or mass mail), पीआर, articles and speaking, keep-in-touch systems, using technology to attract, develop, and retain relationships; tapping centers of influence, developing joint ventures, launching a client relationship strategy, using a customer creation system, pursuing a relationship selling strategy, introducing a win-win fee strategy, and developing next-level strategies for current clients. Orderly Conduct This is the hard part for most law firmsmaking marketing happen is a function of carving out the time from precious billable hoursnot an easy task! तथापि, आप यह कर सकते हैं, especially if you take a disciplined and orderly approach to staying on track. This means you have to Get focused. Schedule a meeting with key decision-makers in your firm to discuss making a commitment to marketing. You dont have to make any major decisions at this first meeting, except determine how much time you can commit weekly to your firms marketing efforts. छोटे से शुरू (2 hours per person) and put it in your schedules. Then schedule your next marketing meeting to discuss the results of your homework, the attached Are You Ready for a TurningPointe? marketing assessment! Get organized. Use the results of the marketing assessment to stimulate discussion about where to start. इस बिंदु पर, if youve not done market strategy and planning before, call in an expert. Itll save you lots of time in the end, since youll START with a strategic marketing plan that makes sense for your firm and is realistic to implement. Some basics to consider when developing your plan include: यह सरल रखें; dont take on too much at once. Spread out your deadlines. Identify a mix of short-term, easily implemented goals and longer-term, harder-to-implement goals. Build in some quick wins for an immediate return on your investment. Prioritize but be flexible; be willing to change dates or put things on hold when other marketing priorities make sense (which means you dont stop, you just shift). Identify the obstacles (लोग, समय, पैसे, lack of expertise, आदि।) that could derail you and plan tasks for how to overcome them. Plan for how to make marketing a reward, not a punishment. Build in rewards for people who take time from billable hours to market. Stay on track. कम से कम, guard one hour every week for a status check on your marketing plan even if youre a solo practitioner, that means making an appointment with yourself! The mere act of focused thinking or discussion about marketing every week will make an enormous difference in your ability to attract more clients. Once you have a smart plan in place thats realistic (see Get Organized, इसके बाद के संस्करण), all you have to do is focus on taking one step at a time, तो एक और, और एक और. Each small marketing task builds momentum and before you know it, youve implemented a major goal. The key is to keep movingor if you stop, get restarted. It also helps to have accountability to an outside party, who keeps you on track through regular telephone and in-person coaching sessions. The Defense Rests So your practice has a stellar track record of client victories, you do good work that you care about, and you know your contribution makes a positive difference in the lives of your clients. What if you could reach more clients than you ever thought possible with all that you offer? Apply the laws of marketing through an ordered plan of action that keeps you on track, और तुम जाएगा. Case closed. सन्दर्भ 1 Middleton, आर. Laws of Marketing TeleClass. Action Plan Marketing, इंक. 2003. कानून डाल करने के लिए कैसे & आदेश में अपनी कानूनी प्रैक्टिस विपणन


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