Forecast · The Marketing Podcast for Consultants and Professional Service Firms

Grab the entire series on branding at forecast.fm/brand Let’s assume you’ve got your brand image all lined up. You know exactly how you want buyers to feel when they interact with your brand. And you’re even doing the kind of work that lines up with the image you want to portray. But how do you get that […]

Grab the entire series on branding at forecast.fm/brand Do you look and sound the same as all your competitors? There’s an easy way to find out. Print out the ‘about’ page of your website alongside the ‘about’ page of your closest competitors. Then black out any specific references that would identify each firm. Then, show […]

Grab the entire series on branding at forecast.fm/brand What the heck is a “brand” anyways? Ask three different people and you’ll get three different answers. Without a shared definition of what a brand is, it’s no wonder there are so many different approaches to building one. In this lesson, we’re going to cut through the clutter […]

If you’ve decided to give content marketing a try, I have good news and bad news for you. The good news is it’s never been easier to get started. You can publish an article on your LinkedIn profile. You can go live on Facebook or Twitter video. And you can start sending emails to your […]

Make no mistake. Content marketing is a LOT of work. You’re busy enough trying to balance the many demands of running a professional services firm. Between answering to clients, supervising staff, and maintaining some semblance of a personal life — there’s not much time left over. If you’re going to invest time into creating all this […]

Unless you’ve been living under a rock for the past few years, you’ve probably heard the term content marketing before. Even if you haven’t heard the term, you’ve definitely seen content marketing in action. Content marketing is when someone you’re connected with on LinkedIn publishes an article that challenges the prevailing wisdom in your industry. […]

So you’re finally ready to put pen to paper. You’ve completed the customer profile and identified the ways your products and services create value for your buyer. This next step should be the easiest. Because you’ve already figured out what you want to say. Now you just need to say it. Here’s the formula: Our […]

Now that you have a clear customer profile, your next step is to determine how your products and services can help buyers achieve their “gains” and avoid their “pains”. The mistake people make here is they jump into the writing stage. They start putting pen to paper hoping they’ll be able to come up with […]

If you struggle to craft a compelling value proposition for your firm, chances are you’re doing it wrong. As we’ve discussed previously on the show, powerful messages don’t live inside your head… they live inside your buyer’s head. So instead of trying to come up with messages that you like, or that make you sound […]

Here’s the harsh truth. Most people will NOT achieve their goals. Despite the best of intentions and their best effort, they just won’t achieve what they want to achieve. And it’s not because they’re not talented or smart. It’s because they don’t know how to execute. Being able to consistently execute on your plan and […]