About The Marcus Letter
A mind at rest tends to remain at rest. A mind in motion tends to remain in
motion.
Consulting
Services
Consulting
services to help make your firm relevant to the changing needs of the 21st century
CONTENTS...
Spinning Out Of Control
What happens when you do everything right, but
it comes out wrong?
Three Superb Books On
Ancillary Subjects To Help The Marketer
How to judge -- or hire -- a
PR firm.
Speak The Speech, I Pray You
But Only If It’s What You Want To Say -- Speech writing as an art
Digging Faster When You're In
A Hole
Getting in deeper is not the way out
I Could Learn A Lot From You
What Can Product
Marketers Teach Us?
Stone
Cold Dead In The Market
Whatever The Market Is, Anyway
Sitting High On The Horse
A Sober View of the Mission Statement
Words,
Words, Words
Diluting Value –
One Cliché At A Time
We've Seen It Run, But Does It Work?
Evaluating A Marketing Program
A World We Never Knew
How To Stay
Relevant To Your Market In A Changed Environment
Dealing With The Press
No Matter What I Say They Get It
Wrong
Let Me Ask
You Something
Polling The Way To The Ink
We Won The Battle, But Not The War
Winning new staff in a competitive
environment
If You Could Have Only One Tool In Your Marketing Kit
What would it be?
Write The Ad, I Pray You --
Trippingly On The Tongue
Some thoughts on how
to do -- or judge -- advertising
Hard
Sell Sells
Hard sell in brochures?
Don't Solve The Problem
– Do
A Brochure
On Being Original In A Brochure
Counter-conventional Wisdom
Marketing
Is A Science?
So if marketing is a
science, how come some people do it better than others?
Taking A Chance On Ideas
Risk in Writing and Marketing
Sing Me A Sonnet
Or Find Some Other Way to Inspire Me
Will You Buy My Violets?
Links to great sites...
... sites well worth checking out
Editorials
Beat
Me, Daddy, Eight Clichés To The Bar - Advertising as a
marketing tool
Don’t use your ads to tell me how to think about you
Book Reviews
How To Be A Leader Among Equals
Speak The Speech I Pray You
The Words Of
Finance And Investment Made Clear
Rain
Makes Worms
How Academics View Marketing
Building Trust In A Consulting Relationship
Tilting At The Software Windmill
The ANNOYANCES Books
And How They Grew
I Know The Answer, But What's The Question?
Some
Thoughtful – If Abbreviated -- Answers To Some Tough Marketing Questions
I
Could Write A Book
Yes, but who'd read it?
The Latest Word In
Marketing – Word By Word
Herding Cats
In one of the most
remarkable publications ever done for the professional firm leader, The Edge Group –
Patrick McKenna and Gerry Riskin – get closer to the core of professional firm
management than has ever been done before in print. Two new chapters.
Herding
Cats Into Groups
The Attributes That
Distinguish Effective Group Performance.
by Patrick J. McKenna
How can you become an
indispensable source of value to your clients?
By Gerald A. Riskin
So
You Want To Compete
Lessons From The Leading Accounting
by Patrick J. McKenna
Actively Listening To Colleagues And Clients Is The Sine Qua Non
By Gerald A. Riskin
SO YOU SAY
Your chance to talk back
Professional Services Marketing 3.0
Its evolution, its future,
and how to thrive with it.
by Bruce W. Marcus
(co-author of
Client at the Core)
The reviews so far have been overwhelming -- not only positive, but raves.
Says Gerry Riskin...Bruce Marcus transcends our imagination by revealing the elements that will define the future of professional services marketing...
Says Ron Baker of VerSage Institute... Bruce Marcus takes us on a remarkable journey from Marketing1.0 to Marketing3.0...
Says Gale Crosley...Bruce has always been on the nose of the ship – peering into the future and guiding firms’ growth strategies.... this book is a gem...
As a reader of the Marcus Letter, you can save 24% by ordering here direct from the publisher. Click here for excerpts and to buy direct from the publisher and save 24%
Not With The Firm
FROM A ROLL OF NICKELS AND A
PHONE BOOTH TO HALLOWED CORPORATE HALLS
What Is This PR, Anyway?
...And
Not The Ideologues Pedantic Trivia. Ideas That Matter --
The Concepts That Shape the 21st Century -- a review of a brilliant new
book.
PROFESSIONAL SERVICES MARKETING IN A NUTSHELL
A Topnotch
Handbook From Down Under
Emphasis Is On
Competing
Building And Protecting Your Reputation. Review of Wild West 2.0
Is Law School Worth It ?
Reluctance To Change In
Professional Services Marketing
Building And Protecting
Your Reputation
When Bad Things Happen to Good
Marketers...and Reputation (a new book on protecting yours)
A Guide To New And Old
Managing Partners On Wisdom In The Top Slot
The Evolution Of
Marketing And The New Professional Firm Business Model
JD Match
Uses Sophisticated Algorithm To Bring The Right Students To The Right
Firms
...About
Public Relations
DOING THE PERFECT AD
By Jordan
Furlong.
"One
of the oldest pieces of marketing advice in the legal profession is: Don’t
compete on price .... I’ve come to believe that it’s not good advice anymore."
Project Management
To Get It Done Right
What
Lawyers And Other Professionals Really Have To Know About Marketing – and
Why
And
Why Change Is A Marketing Tool
How To Avoid Destroying Your Firm's Future By
Arbitrary Expense Cutting And Obsolete Planning Techniques
LET
US NOW CONSIDER THE SUPERIORS
People Who Do What Others Do – But Do It Better. People Who Do What
Everybody Should, But Don’t. Or Can’t. Bruce MacEwen Can.
How Obama’s New World Is Likely
To Change Professional Practice
How To
Survive The Current Crisis On Just The Basics Of Marketing
...Between Traditional Marketing And Practice Development.
A remarkable new book by Suzanne Lowe
A Triumph Over Sexism In Good Humor -- By Louise E. Rothery
What Do I Do
Next?
Rain Today Authors Produce A
Full-Fledged Compendium
Are price or prestige a measure a true measure of
capability?
What the Obama
campaign can teach us about marketing
Or, An
Obvious Prediction Come True
Change Comes
To The Bar
But Don't --And What They Should Know
A
marketer’s guide to survival in today’s economy
What is
Branding -- Really?
Reflections On The Recent Chief Marketing
Officers’ Forum
Speech By Bruce W. Marcus before the Chief Marketing Officers’ Forum –
September 17, 2008
The Tools Of Marketing Aren’t The
Strategy
Would
Certification Help?
Anybody Can
Do PR. An article and comments.
Well, That Will Change Too. A report of a
major conference on the future of the legal profession.
When You Learn
How To Lead Me There
A New Law Firm
Brings The Future To The Present
But Not From Your Ad
What Should
Lawyers And Accountants Worry About In The Current Economic Downturn?
A New Web Site Calls In
Facts And Ideas From All Sources
Crisis Management And Prevention In Difficult
Times. A new, authoritative book by Richard S. Levick and Larry Smith
But That’s Not Good Enough For Managing
A Project
A Tale Of Business Salvation, Well Told
A Management Resource For Today’s Managing
Partners
Positioning As
A Metaphor
How To
Understand, Manage And Avoid Reckless Risk
The Ringing Of
The Broken Advertising Rules Of New York State (And Other) Bar
Associations
O, WOULD SOME POWER THE GIFTIE GIE US, TO SEE
OURSELVES AS OTHERS SEE US
Client Feedback As A Client Retention Tool
-- an article by Donald Aronson and Bruce Heintz
Client Feedback As A Client Retention Tool -- an article by Donald Aronson and Bruce Heintz
Advertising As A Marketing Tool That Sometimes Works
The Future of the
Professions
Culture
Clash In The Hallowed Halls Of The Professions
WHY YOU
CAN TRUST SYMANTEC
Virtually
A New Program Every Day
Virtually A New Program Every Day
In Professional Firm Management And Structure?
The Sayings Of Peter Drucker And
Professional Services Management -- And The Professional Firm
A
Delightful Guide To The Language Of The Media
How To
Really Succeed At Practicing Law. Gerald Riskin tells you how in his new
book.
Are Accountants Or Lawyers The Better
Marketers? Does one size fit all?
The Difference
Between Doing And Managing Marketing
The Myths
of Differentiation of Professional Firms
The Tipping Point As A Marketing Theory
The Issues Program As A Marketing Tool
Or Else You'll Turn Into A Pumpkin --
Or Something
DID YOU KNOW THAT?
Yes, But What
Does
Know Mean?
Improving
productivity in professional services marketing
Never Mind Who -- Why?
The Marketing
Culture And The Professional Practice
Anybody Can Do It
– Right?
A
Marketplace Master Shows How To Learn From Others
Public
Relations As A Higher Art Form
Building a Marketing Culture For Fun And
Survival
THE CURE FOR THE COMMON COLD
Or,
How To Write Slogans That Mean Something – or Nothing
ON YOUR MARK, GO, SET
Dealing
With Clients Who Think They Know Marketing
MINING THE GOLD IN THE ALUMNI ASSOCIATION
And It’s
Not Raising Funds For The Stadium
CAN DAVID BEAT GOLIATH AGAIN?
Ten Things Small Firms Can Do To Compete
DOING WELL BY DOING GOOD
Organizing
Contributions With A Firm Giving Policy
WHEN THE MEDIA CALLS YOUR LAW FIRM
FOR BAD NEWS
Thinking About
The Unthinkable
By Richard S. Levick, Esq.
THE LAW FIRM MARKETING PROFESSIONAL
AS VALUE ARBITER
Adapted and
expanded from Inside/Outside:
How Businesses Buy Legal Services, Chapter 4, By Larry Smith
FISHING WHERE THE FISH ARE
Building A Practice With A Future
(With The Practice Profile Matrix
©)
SERENDIPITY
AS A MANAGEMENT TOOL
Or, Why
Strategic Planning Is Better
THE MINE BENEATH YOUR
FEET
Getting More Business From Existing Clients
WHY THINGS GO WRONG REDUX
And What To
Do About It
A NEW ERA IN COMPETING
FOR CLIENTS
Meeting
The Needs Of The New Century. Have we
been doing it wrong? Is there a new way to market?
ANTICIPATING
FUTURE SHOCK
Changing
The Billing Structure And Enhancing Per-Partner Value
BEWARE
THE FRUMIOUS BRANDING CONSULTANT
Avoiding
The Side Effects Of Branding
WHY THEY BUY YOUR VIOLETS
Now We Can Know Why We Must Do What We
Must Do.
Larry Smith's remarkable new book on how businesses buy legal services
THROUGH A GLASS DARKLY
Academia, Anachronism, And Distortion
In Marketing Literature. Kotler's new book
THERE
IS MORE IN HEAVEN AND ON EARTH, PROFESSOR KOTLER…
Than
Is Dreamt Of In Your Philosophy. A
dialogue with Professor Kotler on conflicting philosophies of professional
services marketing
ONE
STEP AT A TIME
Building
Your Firm By Increments
NEW DIMENSIONS IN INTERNAL COMMUNICATIONS
Information Management And The
Internal Communications Process
IT WORKED FINE YESTERDAY
Why Do Things Go Wrong?
LET’S
ALL GET TOGETHER
The Practice Group As A Dynamic Business Tool
ADVANCING ON THE RETREAT
Does Your Retreat
Advance Your Firm?
I CAUGHT IT -- CAN I KEEP IT?
THE PRICE OF EVERYTHING; THE VALUE OF
NOTHING
TEN
MYTHS OF LAW FIRM PR
By Richard Levick
Levick Strategy Communications
READY, SHOOT, AIM
Networking Starts Here
THIS FOR YOU
AND THAT FOR YOU
Categories Of Prospects
THE SECRET FORMULA FOR PROFESSIONAL SERVICES MARKETING
It All Boils Down To Getting One Client
At A Time
SEE THE TAIL
WAG THE DOG
The Tools Are Not Marketing
— It’s The Other Way Around
WHERE ARE WE GOING AND HOW DO WE GET
THERE?
Setting Objectives in a Mercurial World
MARKETING
AS AN ADDRESS IN SPACE
A Fresh View of
Professional Services Marketing
CUT ‘EM OFF AT
THE IMPASSE
Winning Against an Equal Opponent
WHAT’S THE EMPEROR
WEARING THESE DAYS?
Branding -- The New Myth of Marketing?
TEN MYTHS THAT IMPEDE
MARKETING SUCCESS
What We Think We Really Know About Marketing -- But
Don’t
Competing
For Capital -- Investor Relations in a 
Dynamic World
(John Wiley & Sons)
by
Bruce W. Marcus, is
now available. Click
here for details.
Dynamic World
.
Client
at the Core - Marketing and Managing Today's
Professional Services Firm
(John Wiley & Sons) by August J. Aquila and Bruce W. Marcus, now
available. Click here for details.
ADVANCING ON THE RETREAT
Does Your Retreat Advance Your Firm?
A free white paper
Order your copy now
By Bruce W. Marcus
INCLUDING:
The Top 10 Issues You Can't Afford to Ignore.
PRODUCTIVITY: A Primer for the Competitive Firm
New White Paper By Bruce W. Marcus
Offered by
Bay Street Group LLC in Partnership with
The Marcus Letter
Click here for details Or...
For the full 12-page white paper, click here for an instant download
(PDF).
While The Marcus Letter is widely read for its in-depth articles, and is updated periodically as new articles are written The Marcus Perspective is a much more personalized take on the doings of professional services and those who labor in that vineyard in any capacity. And if it’s controversial, well – that’s because my perspective may not be the same as others might be.
Try it. The Marcus Perspective. You’ll like it. And if you don’t, don’t hesitate to tell me.
