Strategic Blogging 101

phoneBlogging is definitely convenient & addictive – but as my recent blog article points out – it’s not literally “off the cuff.” While it need not take much preparation or research, blogging should take a minute – a whole 1 (or 2) minutes – of thought. As you know, we put your articles on a Publishing Schedule; you can ask to see it any time. The power of your “Pub Sched” is unleashed when you have a bank of approved articles. We have a variety of tricks to help you add to your bank:

Continue reading Strategic Blogging 101

The Creation Story

Frankly,™ was born out of exasperation. Let me explain:

A few years back, we had a professional services marketing client with years of experience in her craft. She is a dynamic and gregarious individual; a brilliant writer, authentic speaker, and a powerhouse networker. A client who was a pro at getting referrals through building and maintaining relationships with COIs (centers of influence). For this client, we had designed and built a website that produced a flow of new prospective clients every month – no easy task in this competitive environment I might add!

As marketing advisors for professional practices, we knew that blogging, e-newsletters, and social media were becoming a must in the world of Word-of-Mouth marketing. We knew that fruitful (referral producing) relationships could be built, maintained, and nurtured with these modern Internet tools. We knew that showing up on the radar screens of COIs & past clients, with consistency, and valuable content (educational and informative, not self-promotional), was the key to maintaining our clients’ critical relationships.

Even our client agreed that utilizing blogging as a publishing platform, and newsletters & social media as promotion channels would help her build and maintain her status as a Branded Expert™ (both with referral sources and professional peers). We knew that to be successful we needed to leverage these tools to expand our client’s’ “professional network” and reach, well beyond what traditional networking alone could provide. Unlike with traditional media advertising, all of this could be achieved & tracked every month, at a cost level that most practicing professionals could manage.

But no amount of coaching, or coaxing, or even preaching could get our client to write blog posts, at least not with any consistency. And the reasons? No time, too busy servicing clients & doing traditional networking, held back by perfectionism when writing, no editor or proofreader, no publishing schedule to meet, and most importantly – no accountability partner to hold their feet to the fire to get it done, every month – consistently. And the technical expertise required to electronically publish & promote the content? Well this was simply way outside her computer savvy, interest or propensity.

And this 1 client was not alone. In fact, we were encountering resistance from nearly every client to produce consistent blogs, newsletters, social media updates – it took hours and hours of their time every month. Time spent agonizing over what to write, editing & proofreading, time wasted fumbling around with ever-changing technology, time they simply didn’t feel they could afford to devote to the process. A process that when trying to do it every month on their own, felt like they were on some cruel treadmill they simply couldn’t keep pace with.

So out of exasperation, a simple idea was born: First with one client, then with many, an idea that we refined into a “solution,” a solution we now call “phoneBlogger™”. A solution of “doing it for you,” but still using your words, your knowledge, your expertise, your experience, and your personality (no pre-packaged, canned, or recycled content here!). Hours of your billable time saved every month, as it only requires minutes to be interviewed and to edit over the phone. No technical savvy on your part is required either.

As a client, you gain a tireless walking partner for that treadmill, one that carries the bulk of the burden, so that you are freed up to focus on your practice.

We invite you to experience our simple yet direct website –, and in only minutes, see for yourself what this simple “solution” can afford you.

Has Your Marketing Plan Failed You?

How using a dashboard can make all the difference.

A marketing plan is typically a bound document, predicting the right actions for growth. It usually covers more than a few months, often a year and sometimes longer. It includes your vision, interim goals and other purpose statements of why you’re doing what you intend on doing. Writing a marketing plan sounds great. Actually finishing a comprehensive market analysis can feel even better.

A marketing plan, by itself, can be pretty ineffective. Rather, for our clients, we implement “Marketing Action Plan (MAP) Dashboards.” An actively-managed Dashboard can help your marketing team stay nimble, pro-active, strategic and focused on the most time- and cost-effective marketing efforts.

Originally published in the AICPA ‘CPA Insider’ newsletter. Please click here to go to their site and read more to read more.

Seminar Marketing

A new way to zero in on new clientele.

October 18, 2010
by Vikram Rajan

“Seminar Marketing” is a catch-all phrase that includes public presentations, speaking engagements and classes. In some form, it should be a mainstay of your Marketing Action Plan (MAP). When done right, seminars produce a bounty of leads, client loyalty and billing and brand you a niche expert. Here are five specific dos, don’ts and thumb-rules when it comes to seminar marketing.

Do: Have a Goal for the Year
How many seminars do you want to do this year? “As many as I can,” may be your answer. A goal is meant to challenge you: How many seminars do you do now? If the answer is close to none, or sporadic, at the very best, then a goal of four seminars in the next 12 months would be a good start. In my column, Six Marketing Seasons of 2010, I revealed the pros and pitfalls of two-month segments. You can use that as a guide as to when you should schedule your seminars.

Originally published in the AICPA ‘CPA Insider’ newsletter. Please click here to go to their site and read more to read more.

How to Market Mediation Practices

On March 11, Mark Bullock gave a talk to about 35 members of the Family Divorce and Mediation Council of Greater New York (FDMC) on the subject How to Market Mediation Practices.

The Family and Divorce Mediation Council of Greater New York (FDMC) is a membership organization made up of mediators, lawyers, mental health professionals, and financial specialists. One of the group’s functions is to educate, inform and support those who work in the family mediation field through monthly continuing education events and membership networking events.

Coordinated by Joan Moo Young, Esq., Mark’s 45 minute presentation covered a range of subjects from starting and growing a practice to marketing cost effectiveness and personal branding.

Along with Mark, Ada Hasloecher, Mediator, Adam Berner, Esq., and Joy Rosenberg, Esq. served as panelists talking about their experiences in building successful mediation practices. Questions were taken throughout the presentation and during each panelist’s talk. The attendees received a lot of practical and usable information for marketing and growing their mediation practices. In the end, feedback from the attendees of the event was very strong and positive.

Mark is looking forward to possibly doing another hands-on workshop in the fall for the FDMC membership.

To learn more about FDMC, you can click here to go to their website.

U.S. Court of Appeals rules New York Attorney Advertising Rules: UNCONSTITUTIONAL

I have been speaking about this for the past month… on Friday, Mark Bullock & I will be presenting a CLE seminar to the New York State Council for Divorce Mediation. We will be sharing many marketing techniques for up and coming divorce mediators. Many of them are practicing attorneys, and thus must comply with the attorney advertising codes of ethics.

March 12, 2010: U.S. Court of Appeals for the Second Circuit ruling: New York’s lawyer advertising rules are unconstitutional


  • Actors can portray judges but not fictitious law firms
  • Testimonials from current clients relating to pending matters are OK
  • Attention-getting techniques unrelated to attorney competence are OK (except claims that cannot be measured/verified)
  • Nicknames, Mottos, Trade Names, & Logos – even implying results – are OK

UPHELD – Moratorium on targeted advertising

Of course, the ABA professional responsibility Attorney Advertising disclaimers remain:
For example, when using testimonials, etc., attorneys should use what I call “The Weightwatchers Disclaimer”: Prior results do not imply future results.