What You Will Learn

• The 5 levels of Visible Experts
• How these stars earn up to 13X more and help their firms grow faster and be more profitable
• Why and how clients seek them out
• A step-by-step program to turn you — and others in your firm — into Visible Experts
• How you can do it up to 5X faster than most Visible Experts
• Tips and advice from real-world industry stars

In this research-based book, you will learn how you or your colleagues can become Visible Experts and leverage this status to drive significant new growth and profits for your firm. You will discover which tools and techniques you need to build your reputation and ascend to prominence. And you will hear from real experts from across the professional services who have climbed from obscurity to the peak of their profession — successful experts like Warren Buffet, Seth Godin, Robert Lang, and Sarah Susanka.

The Visible Expert is the essential manual for any individual or firm that is ready to take their expertise to the highest level. Based on interviews with over 130 Visible Experts and 1,028 buyers of their services, this book will take you higher, faster.

What readers say

“To become successful in a celebrity-driven society, you need a guidebook like this. I highly recommend it.”
Al Ries
Author of War in the Boardroom and Positioning: The Battle for Your Mind

“What’s the nature of experts’ value? Can you classify experts? How do you find them, grow them? The Visible Expert takes these questions seriously and provides answers that are sure to be useful to any professional services firm.”
Charlie Green
Named a Top 100 Thought Leader in Trustworthy Business Behavior

“This book is a battle-tested field guide for taking your expert status to the next level. Read it, live it, and crush your competition!”
Tim Ash
CEO of SiteTuners, bestselling author of Landing Page Optimization and chair of the Conversion Conference

Table of Contents

Introduction

Section 1: The Power of the Visible Expert
Chapter 1 What is a Visible Expert?
Chapter 2 The Research
Chapter 3 The Journey
Chapter 4 How Visible Experts Benefit Their Firms
Chapter 5 The Client’s Perspective

Section 2: The Ascent of the Visible Expert
Chapter 6 Introducing the Fast Trackers
Chapter 7 Components of a Visible Expert Brand
Chapter 8 The Visibility Toolkit
Chapter 9 The Visible Expert Program
Chapter 10 Final Considerations

Additional Resources

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What You’ll Learn

• Several critical gaps separate buyers from sellers
• How to bridge those gaps and think more like your clients
• What winners do differently to close the professional services sale
• How to expand the relationship with your clients
• Techniques for getting more referrals
• How to build an engaging brand that stimulates growth

Research-Based insights
In this groundbreaking new book from Hinge, you get answers to these questions and a peek at the research behind them. You’ll learn why there is so much friction between buyers and sellers and what you can do about it. Discover what qualities clients look for in a professional services firm and what one trait will tip the scale in your favor. And find out what changes you can make to attract fiercely loyal clients who will make referrals more often.

Inside the Buyer’s Brain equips you with a new perspective on the professional services marketplace. Once you understand what motivates your target clients and what mistakes to avoid, your firm will have new leverage — and a true advantage — in the marketplace.

What readers say

“Packed with original research, Inside the Buyer’s Brain shows you what buyers really care about so you cane ectively communicate and grow your business.”
David Meerman Scott
Bestselling author of The New Rules of Marketing and PR

“A tour de force… Clearly written and illustrated, this is no-nonsense essential reading for anyone wanting to listen to their customers more closely and align their services accordingly.”
James Beswick
Author of Ranking Number One and founder of One Uproar

“The more certain you are that you know what matters to your buyers, the more you need to read this book.”
Ian Altman
Author of Upside Down Selling and Same Side Selling

“While reading this book, I had the feeling I was in a top tier business school learning from experts who truly understand today’s business marketing landscape. Easy to understand and based on new research, this book is a must-have for any business person’s library!”
Jennifer Abernathy
Author of The Complete Idiot’s Guide to Social MediaMarketing and CEO of The Sales Lounge

The post Inside the Buyer’s Brain appeared first on Hinge Marketing.

Marketing is undergoing a fundamental shift as online marketing displaces more traditional approaches to developing business. In this expanded and completely revised second edition of Professional Services Marketing, Hinge’s Lee Frederiksen joins Mike Schultz and John Doerr to lay down a modern approach to marketing and selling professional services.

Founded on the latest research from Hinge and RAIN Group, this book describes a comprehensive program to implement the strategies and tactics it takes to win in an evolving marketplace — including the latest word on online marketing and social media. It covers every facet of marketing and sales — from marketing strategy and planning to implementation to closing the sale. In fact, you won’t find a more up-to-date and complete manual to professional services marketing anywhere else.

What You’ll Learn:

• How to develop a marketing plan
• Why your brand is more important than ever
• How to differentiate your firm
• Why you need to embrace online marketing and how to get started
• Which marketing tactics are most effective
• The four elements of effective selling
• How to build lasting business relationships

To order the book on

What readers say

“This book is that rare thing: simultaneously wise, practical, readily accessible, and data driven. A necessary addition to your reading.”
David Maister
Author of Managing the Professional Services Firm

“Professional Services Marketing is a gold mine of research-based strategies, best practices, and specific techniques that will help you consistently win in the client marketplace.”
Andrew Sobel
Coauthor of Clients for Life

“Smart. Practical. Comprehensive. This is the one book that won’t collect dust on my shelf.”
Kevin McMordo
Principal, McMurdo Consulting

Table of Contents

Acknowledgements
Introduction

Part I: Strategy and Planning

1. What Marketing Can Do for a Firm
2. Marketing Planning
3. Keys to Building a Terrible Marketing Strategy
4. The Seven Levers of Lead Generation and Marketing Planning
5. How to Think about Fees and Pricing
6. Don’t Worry about Your Competition (Let Them Worry about You)

Part II: Focus on Branding

7. Brand — What It Is; Why Bother
8. Three Elements of Well-Crafted Brand Messaging
9. Uncovering Your Key Brand Attributes
10. Your Firm, Your Brand
11. RAMP Up Your Brand
12. Differentiating Your Firm
13. Building Brand and Marketing Messages
14. On Becoming a Thought Leader

Part III: Generating and Nurturing Leads

15. Content Marketing
16. Marketing Communications and Lead Generation Tactics
17. Introduction to Lead Generation
18. Value and Offers in Lead Generation
19. The Case for Sustained Lead Generation and Relationship Nurturing
20. Targeting

Part IV: Making the Sale

21. RAIN Selling
22. Creating Essential Relationships
23. Building a Culture of Business Development Success
24. Selling with Hustle, Passion, and Intensity

To order the book on Amazon click here»

The post Professional Services Marketing Book: Free Chapter appeared first on Hinge Marketing.

Based on new research
Our findings and recommendations are based on a new survey of 500 CEOs, executives and marketers from professional services firms across the United States, as well as our years of experience helping high growth firms raise their marketing game.

Practical advice to help any firm grow
In clear, jargon-free language, this book steps you through the techniques that will generate more leads, increase awareness and build preference for your firm. Best of all, it’s free!

What you’ll learn:

• Why the marketplace is changing and why you need to adapt
• How buyers find and vet firms today
• How online marketing is tied to faster growth and higher profits
• What online tools are essential to your firm’s success
• How to get started in online marketing and where to go next
• What 20 online marketing experts believe are the most important marketing tools
• How real-world firms are using these tools today

What readers say

“This is, without a doubt, the most important book on professional services marketing to have appeared for years.”
Ian Brodie
Managing Director of the Rainmaker Academy

“Honestly, this book is not just about developing an online marketing process that works for professional services companies… it’s a total business roadmap. After the marketers in your organization read it, pass it to the C-suite.”
Joe Pulizzi
Founder of the Content Marketing Institute and author of Epic Content Marketing

“Online Marketing for Professional Services is a fantastic guide to learning and understanding how to market your services online. If you are looking to increase the number of leads you generate online, you must read this book.”
Brad Geddes
Author, founder of Certified Knowledge

Table of Contents

Acknowledgements
Introduction

The Revolution in Professional Services Marketing
Chapter 1: Welcome to the Revolution
Chapter 2: Inside the Buyer’s Brain
Chapter 3: Two Paths to Trust

The Results Are In
Chapter 4: Unraveling the Online Marketing Mystery
Chapter 5: Online Marketing Drives Growth and Profitability
Chapter 6: Beyond Lead Generation
Chapter 7: The Sweet Spot

Your Online Marketing Toolkit: What Works
Chapter 8: Evaluating the Tools
Chapter 9: Your Online Marketing Toolkit
Chapter 10: Planning Your Online Marketing Engine

Step-by-Step Implementation
Chapter 11: Choosing Your Online Marketing Partner
Chapter 12: Getting the Strategy Right
Chapter 13: Firing Up Your Marketing Engine
Chapter 14: Putting It All Together

Conclusion
Appendix: Meet the Experts
About

The post Online Marketing for Professional Services appeared first on Hinge Marketing.

A solid research foundation
We spent three years researching the astonishing success of high growth, high value firms. Spiraling Up is the culmination of this research. The book lays out our findings, describes their implications for your firm and explains how your management team can begin implementing high growth, high value practices.

Here’s what you’ll learn:

• Which marketing tools are favored by high growth firms
• How some professional services firms are experiencing higher growth while spending less on marketing and sales
• Reasons why 80% of your competitors aren’t even on your radar
• Why systematic research into potential client needs and priorities results in higher growth and profits
• And much more!

What readers say

“Wow. I wish I had this book ten years ago. Spiraling Up has managed to lay down some of the greatest best practices and strategies that have taken us years to develop at our firm. Whether you’re just starting or looking for a kick-start, this is a great read.”
Darryl Ohrt
Brand Flakes for Breakfast Blog

“The marketing self-assessment in chapter six,alone, is worth the price of the book.”
Mark Levy
Author, Accidental Genius: Using Writing to Generate Your Best Ideas, Insight, and Content

“Spiraling Up is a refreshing book with a clear and creative look at the commonalities and distinctive features among high growth firms. This book doesn’t speak down to you. It clearly speaks to you through clear writing, phenomenal research and creative graphics. A quick read with great take-away nuggets for any professional services firm!”
Jennifer Abernethy
Author, The Complete Idiot’s Guide to Social Media Marketing

Table of Contents

Acknowledgements

1. There Must Be a Better Way
2. Two Ways to Grow
3. What High Growth Firms Do Differently
4. Commanding Top Dollar
5. How and Why Buyers Buy
6. Expanding Client Relationships
7. Marketing the High Growth Way
8. High Growth Strategies that Work
9. You Are Here
10. Starting Your Upward Spiral

Additional Resources
Self-Assessment Instrument — Available for download

About

The post Spiraling Up: How to Create a High Growth, High Value Professional Services Firm appeared first on Hinge Marketing.