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I'm proud of my latest Scribewise blog post, because it was a chance to highlight the game-changing work of my friend Michael S. Cohen (He/Him). Michael works in what many would call a boring industry (employment law) and has made his mark by making it the complete opposite of boring. He's done it by embracing Ted Lasso, and creating a training program that focuses on the lessons of the great show. Michael told me about: 😡 how he hated his job, but a great boss pointed him in a new direction 😱 how he was terrified at first 👉 how he found what we call his *neon fingerprint*—the unique, unmistakeable identifier of the work he does 💰 how this bold choice has changed his business I'll post a link to the post in the comments (even though I know the LI Gods are hip to that game).

We've all been there: a hot prospect goes cold. In professional services, turning that first contact into a done deal can feel like an eternity. With most B2B sales cycles stretching 1-5 months, how do you stay on your prospect's radar without becoming that annoying "just checking in" person? 1️⃣ Niche down to stand out: Don't just dabble—dominate your industry segment. Your insights should be fresh, distinct, and impossible to find anywhere else. 2️⃣ Ditch the copy-paste: Instead of the one-size-fits-all email blast, craft segmented campaigns that feel like a conversation, not a pitch. 3️⃣ Guide, don't overwhelm: Share resources, spark meaningful discussions, and let prospects be the hero of their own success story—with you as their guide. By the time decision day hits, you'll be the obvious option.

It's hard for a true salesperson to sell professional services. So how do we solve that? People who hire professional services firms tend to hire the actual professional who will be involved in the work. There's a comfort level there—they know the material. They can talk the talk. They've done the work before. They have the deeper understanding that the buyer is looking for. But, if you're running marketing for professional services, how do you position your "doers" to be "sellers?" The easy answer is to position individual SMEs as thought leaders. But they don't have the time, and likely don't have the writing/marketing know-how to deliver leading thoughts to the marketplace. They need marketing's help to turn their smart thinking into bold ideas.

“Mimicking the herd invites regression to the mean.” Legendary investor Charlie Munger said that, and it is obviously true. And yet, most professional services firms act like carbon copies of their competition. They have the same messaging. They market in the same channels. They offer the same services to anybody who walks in the door. They might do this out of fear or lack of imagination, but the biggest reason services firms all sound the same is because they incorrectly value the things that only they can see—what goes on inside their walls. We need to fix this. We need to understand what our customers see and care about. Your company needs to find its “neon fingerprint”—the unignorable identifier that lets the world know that you are on the scene. 

Congratulations, Cassie Drumm, on 5 years at Scribewise! We value your dedication to client service, writing chops and organization skills. Your clients call you a superstar, and we couldn’t agree more!

For professional services marketers, one of the toughest things to do is *not* follow all the advice you find from B2B product/SaaS marketers. Most of it is plain wrong for a service business. The product peeps are selling widgets. You're selling relationships that will last for years (ideally). They're obsessed with website traffic because their customers can and do buy right on their website. Buyers of professional services don't do that. The sales process is much longer. It requires building a trust-based relationship, something that doesn't happen with a website visit. They need to sell thousands and thousands of seats. You need your next five clients. But there's *so much* B2B marketing advice that comes from SaaS marketers and while it's smart for them, it's wrong for you. You're playing a different game, so don't follow their rules. *** Find this post thought-provoking? There's more where that came from - sign up for our emails at https://lnkd.in/e2-iNhcs

Does your brand need a do-over? Or just a facelift? Or maybe it's somewhere in between. Scribewise's Brand Refresh Playbook addresses questions like these and a few others, like: 🤔 The difference between a rebrand and a brand refresh 🤗 How to approach the project 😲 Which pieces to consider refreshing and why 🤑 What investment and timeline to expect 🙃 Tips for a brand refresh rollout Check it out here --> (no email required!) https://lnkd.in/e8Yfv5v8

🎥🔍 Are you torn between the length of videos you should be creating in your content marketing strategy? Our fearless leader at Scribewise, John Miller, often talks about strategy as knowing what not to do. This is especially key when creating video content, with options ranging from full-scale production on location to selecting the right bite-sized clips from a recorded Zoom session. As marketers, we often consider these assets in terms of two categories: 🧱 Bricks are substantial content pieces like e-books, in-person events, or detailed infographics. In video terms, this includes webinars and comprehensive series for YouTube or knowledge bases. They require time and budget but deliver significant impact. Video length is typically longer. Think over one minute with chapter markers. 🕊️ Feathers, on the other hand, are light-touch content such as social posts shared on Facebook, Twitter, and LinkedIn. They're quick to produce and engage your audience. For videos, think of this as clips under 45 seconds—less polished but more authentic, like snippets from events or webinars, or animated infographics for social media. Feathers draw attention and sizzle enough to pique your audience’s interest, guiding them towards your long-form bricks. Navigating between these can be challenging. Let me break down the strategy that I use: 🏗️ Position/Identity: Bricks position your brand as a reliable thought leader, while feathers keep you in the limelight as a constant source of updates. Depending on your capacity for daily content creation, you might lean more towards feathers or bricks. ⏳ Content Lifespan: Bricks have the potential to stay relevant for longer periods and are evergreen resources. Feathers, however, flutter by quickly in the fast-paced world of social media. 🔍 SEO Potential: Bricks attract high-quality links, boosting your search visibility, especially when placed on YouTube. Feathers serve more as gateways to your key content, particularly when shared by influencers. 🧾Budget: Invest more budget into your bricks but produce less. Produce more feathers with a smaller budget. It maybe helpful to think of this as percentages for an entire year. 🖼️ Visuals Matter: A well-designed piece of content can effectively communicate a company’s values and create credibility for a discerning audience. Therefore, both your bricks and feathers should be visually appealing to your customers. A well-balanced mix of both asset types is key to cutting through the digital noise in today's landscape. What is your strategy for creating videos? I'd love to hear them in the comments below. #contentmarketing #video #videomarketing #b2bmarketing

Does your brand need a do-over? Or just a facelift? Or maybe it's somewhere in between. Scribewise's Brand Refresh Playbook addresses questions like these and a few others, like: 🤔 The difference between a rebrand and a brand refresh 🤗 How to approach the project 😲 Which pieces to consider refreshing and why 🤑 What investment and timeline to expect 🙃 Tips for a brand refresh rollout Check it out here --> (no email required!) https://lnkd.in/e8Yfv5v8

What makes design “good” as opposed to “bad” is not entirely subjective. Sure, a brand may use a color palette you are drawn to or one that you don’t find pleasing. Good design rolls up to your overall marketing and business strategy—design decisions shouldn’t be just aesthetic; they should be business-driven.