One Rabbit

Providing professional service firms with the power, tools and know-how to generate business online.

Latest articles

Not another COVID-19 article. My first take on marketing professional services in the current climate

A lot of marketers and advisors jumped out early advising people what to do in light of the current crisis. I must admit I was tempted to do the same but thought I’d sit back, watch what happened and gather my thoughts before writing anything on the subject. One thing is certain though and that is that although anyone my vintage has been through a...

8 Reasons why marketing to the “Ready to Buy” sucks…

Most of the world concentrate their marketing effort on the “Ready to Buy” – think AdWords. Here are 8 reasons why that can be an expensive and ineffective place to market, particularly in a b2b context. They have self-diagnosed and are in total control of who they get to help them. In many cases, the referral market is a strong influencer so marketing...

Professional Services greatest marketing challenge – differentiation.

By far the greatest challenge I see with professional services firms from a marketing perspective is their ability (or lack thereof) to differentiate from their competitors. Differentiation is a marketing 101 concept so why do so many struggle with it? Unfortunately, most firms are victims of poor differentiation due to their own willingness to adopt...

Of course your people are different, so are everyone else’s…

Most firms when we ask them what makes them different serve up the same or very similar list as the previous firm we spoke to, we believe them, but we believe the other firms too. When pushed further most end up with something intangible like “it’s our people” but struggle to clearly articulate what the difference with “their people” actually is. The...

Common traits of our most successful clients

Something we didn’t consciously set out to do (not that I recall anyway) but along the way we have created our own tribe of some sorts – accumulated 1,000’s of followers and many clients along the way (p.s – we still have room for more) and I thought it worthwhile to stop and think and try and determine if there was a common thread between our suite...

Four vital market segments you’ve probably never thought of…

There are many ways to dissect and segment the market but for me there are 4 key segments that sit above them all. It starts with 2 – those ready to buy and those not ready to buy, we can then divide these 2 into those that already know that you exist (aware) and those who don’t (unaware). So, in summary we have; Ready to buy aware Ready to buy...

5 key things a professional services firm can learn from gun Aussie retailer Cotton On

Being a Geelong boy it was great to read a recent article in The Age newspaper about Geelong based retailer Cotton On and how they mastered the middle market. For those of you that don’t know Cotton On started in a car boot in 1991 and “… housed just 40 staff in its headquarters 10 years ago. It now employs 1600 people and there are plans to expand...

Why the No Bullshit Approach? – Chapter 1 – The No BS Series

Welcome to the first of nine chapters in the No BS Series. This series of chapters is designed to be read following download of the No BS Guide to Digital Lead Generation and outline in more detail how you can make this work for your firm. Please note that all comments are made in the context of business to business transactions for professional services...

Everyone is sitting on their hands! – Chapter 2 – The No BS Series

Anecdotally I’m telling you that very few firms are doing this stuff and of those that are most are doing it poorly.  But don’t just take my word for it lets have a look at some research data. Here are some key exerts from a research study conducted by Julian Midwinter and Associates and ALMPA in 2014 which surveyed 149 law firms across Australia....

An insight that will knock you off your feet! – Chapter 3 – The No BS Series

Ok, so far we have established that digital has been a somewhat dark art perpetuated by a groundswell of self-proclaimed gurus who promise a lot but deliver little and that no one in the PS space is doing much or doing things all that well despite the best intentions. What most are doing is what we term “hygiene marketing” maintaining the acceptable...

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