About The Marcus Letter
A mind at rest tends to remain at rest. A mind in motion tends to remain in motion.

Consulting Services
Consulting  services to help make your firm relevant to the changing needs of the 21st century

Who is Bruce W. Marcus?

CONTENTS...

Spinning Out Of Control
What happens when you do everything right, but it comes out wrong?

YES, YOU CAN LEARN IT FROM A BOOK
Three Superb Books On Ancillary Subjects To Help The Marketer

MAGIC IN HAND
Stick With Me, You'll Get To Hollywood
How to judge -- or hire -- a PR firm.

Speak The Speech, I  Pray You
But Only If It’s What You Want To Say -- Speech writing as an art

Digging Faster When You're In A Hole
Getting in deeper is not the way out

I Could Learn A Lot From You
What Can Product Marketers Teach Us?

MAGIC IN HAND
Stone Cold Dead In The Market
Whatever The Market Is, Anyway
MAGIC IN HAND


MAGIC IN HAND

Sitting High On The Horse
A Sober View of the Mission Statement

Words, Words, Words
Diluting Value – One Cliché At A Time

We've Seen It Run, But Does It Work?
Evaluating A Marketing Program

A World We Never Knew
How To Stay Relevant To Your Market In A Changed Environment

Dealing With The Press
No Matter What I Say They Get It Wrong

Let Me Ask You Something
Polling The Way To The Ink

No Pain, No Gain
Is The Marketing Return Worth The Risk?

We Won The Battle, But Not The War
Winning new staff in a competitive environment

If You Could Have Only One Tool In Your Marketing Kit
What would it be?

Write The Ad, I Pray You -- Trippingly On The Tongue
Some thoughts on how to do -- or judge -- advertising

Hard Sell Sells
Hard sell in brochures?

Don't Solve The Problem – Do
A Brochure

On Being Original In A Brochure

Counter-conventional Wisdom

Marketing Is A Science?
So if marketing is a science, how come some people do it better than others?

Taking A Chance On Ideas
Risk in Writing and Marketing

Sing Me A Sonnet
Or Find Some Other Way to Inspire Me

LET ME ASK YOU SOMETHING
Will You Buy My Violets? The art of SPIN Selling.

Links to great sites...
...
sites well worth checking out

Editorials

Beat Me, Daddy, Eight Clichés To The Bar - Advertising as a marketing tool
Don’t use your ads to tell me how to think about you

Book Reviews

The Other Side Of Knowledge
How To Be A Leader Among Equals

Speak The Speech I Pray You
The Words Of Finance And Investment Made Clear

Rain Makes Worms
How Academics View Marketing

Trust Me, I Can Do It
Building Trust In A Consulting Relationship

Tilting At The Software Windmill
The ANNOYANCES Books And How They Grew

I Know The Answer, But What's The Question?
Some Thoughtful – If Abbreviated -- Answers To Some Tough Marketing Questions

I Could Write A Book
Yes, but who'd read it?

You Could Look It Up
The Latest Word In Marketing – Word By Word

Other Voices

Herding Cats
In one of the most remarkable publications ever done for the professional firm leader, The Edge Group – Patrick McKenna and Gerry Riskin – get closer to the core of professional firm management than has ever been done before in print. Two new chapters.

Herding Cats Into Groups
The Attributes That Distinguish Effective Group Performance.
by Patrick J. McKenna

Legendary Service For Your Clients
How can you become an indispensable source of value to your clients?
By Gerald A. Riskin

So You Want To Compete
Lessons From The Leading Accounting
by Patrick J. McKenna

ONE NIGHT STANDS OR RELATIONSHIPS?
Do You Really Want Relationships? By David Maister

Mastering New Skills
Actively Listening To Colleagues And Clients Is The Sine Qua Non
By Gerald A.  Riskin

SO YOU SAY
Your chance to talk back

 

http://staticapp.icpsc.com/icp/loadimage.php/mogile/108154/a3b4e0c2287be578ad445e9f053f17b8/image/jpeg

Professional Services Marketing 3.0

 

Its evolution, its future,

and how to thrive with it.

 

by Bruce W. Marcus

(co-author of
Client at the Core)

 

The reviews so far have been overwhelming  -- not only positive, but raves.

 

Says Gerry Riskin...Bruce Marcus transcends our imagination by revealing the elements that will define the future of professional services marketing...

 

Says Ron Baker of  VerSage Institute... Bruce Marcus takes us on a remarkable journey from Marketing1.0 to Marketing3.0...

 

Says Gale Crosley...Bruce has always been on the nose of the ship – peering into the future and guiding firms’ growth strategies.... this book is a gem...

 

As a reader of the Marcus Letter, you can save 24% by ordering here direct from the publisher. Click here for excerpts and to buy direct from the publisher and save 24%

 

Editor's Note....And now for something completely different. The Marcus Letter has a new sibling -- The Marcus Perspective -- A journal of personal opinion in politics and life. themarcusperspective.com/ (not a link -- copy and paste to browser.)

 

NEW
HOW TO BE INTERVIEWED SUCCESSFULLY AND PAINLESSLY
Write Your Own Interview

NEW
SPINNING OUT OF CONTROL
When Bad Things Happen to Good Marketers

NEW
Lists
And Other Ways To Waste Time Reading Lists

NEW
Competition
What It Is – What It Isn’t   

NEW
WHAT WE DON’T KNOW AND WHAT WE THINK WE KNOW ABOUT WHY PEOPLE BUY PROFESSIONAL SERVICES
What People Tell Us Is Not Always Accurate

The Brave New World of Entry Level Recruiting.
An invitation to an important conference, sponsored by JD Match


DEWEY & LEBOEUF AND THE FUTURE OF THE LEGAL PROFESSION
Anachronism As A Way Of Life?

INNOVATION IS NOT A HOBBY
What It Is, What It Isn’t, When To Do It, When Not To Do It – A Primer

TEN METRICS FOR MARKETING ROI
What you should expect from an effective marketing campaign


PLANNING BEGINS WITH THE MARKET
Not With The Firm

FROM A ROLL OF NICKELS AND A PHONE BOOTH TO HALLOWED CORPORATE HALLS
What Is This PR, Anyway?

THE THINKING PERSON’S WORLD VIEW
...And Not The Ideologues Pedantic Trivia. Ideas That Matter -- The Concepts That Shape the 21st Century -- a review of a brilliant new book.

PROFESSIONAL SERVICES MARKETING IN A NUTSHELL

A Topnotch Handbook From Down Under

COMPETING FOR CLIENTS
Emphasis Is On Competing  

WHAT YOU ARE SPEAKS SO LOUD...
Building And Protecting Your Reputation. Review of Wild West 2.0

GOING TO HELL IN A HAND BASKET
Is Law School Worth It ?     

IT’S THE WAY WE’VE ALWAYS DONE IT
Reluctance To Change In Professional Services Marketing

WHAT YOU ARE SPEAKS SO LOUD...
Building And Protecting Your Reputation

WHAT DO I DO NOW?
A Guide To New And Old Managing Partners On Wisdom In The Top Slot

PROFESSIONAL SERVICES MARKETING 3.0   
The Evolution Of Marketing And The New Professional Firm Business Model

NEW FIRM BRINGS ORDER TO LAW SCHOOL RECRUITING CHAOS
JD Match Uses Sophisticated Algorithm To Bring The Right Students To The Right Firms

AND ANOTHER THING...
...About Public Relations

OGLETREE DEAKINS GETS IT RIGHT
DOING THE PERFECT AD

HOW TO COMPETE ON PRICE
By Jordan Furlong. "One of the oldest pieces of marketing advice in the legal profession is: Don’t compete on price .... I’ve come to believe that it’s not good advice anymore."

BEING SOCIAL IN THE NEW WORLD OF SOCIAL MEDIA
Talking To Prospects  When Prospects Can Talk Back

GETTING THE DUCKS IN A ROW
Project Management To Get It Done Right

WHY I STILL CAN TRUST SYMANTEC – REDUX  
The Awesome Norton 360 Does It All

 IF MY MOTHER WANTED ME TO BE A SALESMAN...
What Lawyers And Other Professionals Really Have To Know About Marketing – and Why

CHANGE IS A RESULT – EVOLUTION IS THE PROCESS
And Why Change Is A Marketing Tool

TEN STEPS TO PLANNING IN A TIME OF ECONOMIC DISTRESS
How To Avoid Destroying Your Firm's Future By Arbitrary Expense Cutting And Obsolete Planning Techniques

LET US NOW CONSIDER THE SUPERIORS
People Who Do What Others Do – But Do It Better. People Who Do What Everybody Should, But Don’t. Or Can’t. Bruce MacEwen Can.

SURVIVING IN THE CURRENT CASCADE OF ECONOMIC DISASTER
How Obama’s New World Is Likely To Change Professional Practice

ARE YOU FEELING VULNERABLE?
How To Survive The Current Crisis On Just The Basics Of Marketing

BREAKING THE BARRIER...
...Between Traditional Marketing And Practice Development. A remarkable new book by Suzanne Lowe

BREAKING THE GLASS CEILING WITH A SMILE
A Triumph Over Sexism In Good Humor -- By Louise E. Rothery

HOW TO START A PRACTICE
What Do I Do Next?

THE COMPREHENSIVE GUIDE TO MARKETING PROFESSIONAL SERVICES
Rain Today Authors Produce A Full-Fledged Compendium

DOES PRESTIGE ALWAYS EQUAL QUALITY?
Are price or prestige a measure a true measure of capability?

HOW TO ELECT A PRESIDENT -- OR GET A CLIENT
What the Obama campaign can teach us about marketing

VINDICATION
Or, An Obvious Prediction Come True

LIVING THE UNTHINKABLE
Change Comes To The Bar

DEALING WITH CLIENTS WHO THINK THEY KNOW MARKETING
But Don't --And What They Should Know

HOW TO THINK ABOUT THE RECESSION
A marketer’s guide to survival in today’s economy

DOES BRANDING MAKE CLIENTS?
What is Branding -- Really?

WHAT I LEARNED AT THE FAIR
 Reflections On The Recent Chief Marketing  Officers’ Forum

LAW FIRM MARKETERS – IS THERE A FUTURE?
Speech By Bruce W. Marcus before the Chief Marketing Officers’ Forum – September 17, 2008

THE ART IN MARKETING STRATEGY –CREATIVITY VS. MEMORY
The Tools Of Marketing Aren’t The Strategy  

YOU’RE A PROFESSIONAL --I’M A PROFESSIONAL
Would Certification Help?

A ROLL OF NICKELS AND A PHONE BOOTH
Anybody Can Do PR. An article and comments.

DON’T USE THE WORD CHANGE IN POLITE COMPANY
Well, That  Will Change Too. A report of a major conference on the future of the legal profession.

I’LL FOLLOW YOU ANYWHERE
When You Learn How To Lead Me There

 TAKING A CHANCE ON THE FUTURE
A New Law Firm Brings The Future To The Present

I’LL BUY YOUR VIOLETS
But Not From Your Ad

THE ECONOMY IS JUST ONE BIG HYDRAULIC SYSTEM
What Should Lawyers And Accountants Worry About In The Current Economic Downturn?

THE LEGAL PROFESSION FINDS ONE VOICE
A New Web Site Calls In Facts And Ideas From All Sources

WHEN OTHERS ABOUT YOU ARE LOSING THEIR HEADS…
Crisis Management And Prevention In Difficult Times. A new, authoritative book by Richard S. Levick and Larry Smith

I’VE GOT A LITTLE TO DO  LIST
But That’s Not Good Enough For Managing A Project

A BLUEPRINT TO SAVE THE DECLINING FIRM
A Tale Of Business Salvation, Well Told

TEACHING TODAY’S LEADERS TODAY
 A Management Resource For Today’s Managing Partners

A FIXED POSITION IN A MOVING WORLD
Positioning As A Metaphor

THE RISK IN NOT UNDERSTANDING RISK
How To Understand, Manage And Avoid Reckless Risk

THE CASE OF THE RIDICULOUS RULES IN A SUBLIME PROFESSION
The Ringing Of The Broken Advertising Rules Of New York State  (And Other) Bar Associations

O, WOULD SOME POWER THE GIFTIE GIE US, TO SEE OURSELVES AS OTHERS SEE US
Client Feedback As A Client Retention Tool -- an article by Donald Aronson and Bruce Heintz

STRANGERS IN A STRANGE LAND
Advertising As A Marketing Tool That Sometimes Works

ARE WE THERE YET?
The Future of the Professions

WHY CAN'T WE ALL JUST GET ALONG?
 Culture Clash In The Hallowed Halls Of The Professions

DID WE GET WHAT WE PAID FOR
Re-Evaluate How You Evaluate Your Marketer
By Suzanne Lowe and Sally Glick

WHY YOU CAN TRUST SYMANTEC
 Virtually A New Program Every Day

NO MORE WIGS AND ROBES?
Are We Near The Tipping Point
           In Professional Firm Management And Structure?

 THE BIRTH OF THE INCLUSIONARY FIRM
The Sayings Of Peter Drucker And Professional Services Management --  And The Professional Firm

ALL TOGETHER NOW – IT’S OUR CLIENT 
The Client Service Team As A Growing Phenomenon

WHAT IS THIS GUY TALKING ABOUT?
 A Delightful Guide To The Language Of The Media

 IMPROVING THE BREED
How To Really Succeed At Practicing Law. Gerald Riskin tells you how in his new book.

ANYTHING YOU CAN DO I CAN DO BETTER
Are Accountants Or Lawyers The Better Marketers? Does one size fit all?

MAKING IT RUN ISN'T RUNNING IT
The Difference Between Doing And Managing Marketing

MY TWIN BROTHER AND I ARE DIFFERENT
The Myths of Differentiation of Professional Firms

 GOING FROM THE BASE TO THE TOP OF THE MOUNTAIN
The Tipping Point As A Marketing Theory

  TAKING A PUBLIC STAND     
The Issues Program As A Marketing Tool

BE NICE TO THE JOURNALISTS
Or Else You'll Turn Into A Pumpkin -- Or Something

DID YOU KNOW THAT?
Yes, But What Does Know Mean?

GETTING MORE JUICE FROM THE ORANGE
 Improving productivity in professional services marketing

THERE'S A LEAK IN MY FIRM
Never Mind Who -- Why?

CAN THE FARMER AND THE COWBOY STILL BE FRIENDS?
The Marketing Culture And The Professional Practice

HOW TO WRITE A BOOK FOR PAIN AND PROFIT
Anybody Can Do It – Right?

THE STRANGE TASTE OF COMPETITION
 A Marketplace Master Shows How To Learn From Others

MEDIA AND LITIGATION – DOES ARTISTRY HELP?
Public Relations As A Higher Art Form

DO REAL PROFESSIONALS REALLY DO MARKETING?
Building a Marketing Culture For Fun And Survival

THE CURE FOR THE COMMON COLD
 
Or, How To Write Slogans That Mean Something – or Nothing

ON YOUR MARK, GO, SET
 Dealing With Clients Who Think They Know Marketing

MINING THE GOLD IN THE ALUMNI ASSOCIATION
And It’s Not Raising Funds For The Stadium

CAN DAVID BEAT GOLIATH AGAIN? 
Ten Things Small Firms Can Do To Compete

DOING WELL BY DOING GOOD
Organizing Contributions With A Firm Giving Policy

WHEN THE MEDIA CALLS YOUR LAW FIRM FOR BAD NEWS
Thinking About The Unthinkable
By Richard S. Levick, Esq.

THE LAW FIRM MARKETING PROFESSIONAL AS VALUE ARBITER
Adapted and expanded from Inside/Outside:
How Businesses Buy Legal Services, Chapter 4, By Larry Smith

FISHING WHERE THE FISH ARE
Building A Practice With A Future (With The Practice Profile Matrix
©)

SERENDIPITY AS A MANAGEMENT TOOL
Or, Why Strategic Planning Is Better

THE MINE BENEATH YOUR FEET
Getting More Business From Existing Clients

WHY THINGS GO WRONG REDUX
And What To Do About It

A NEW ERA IN COMPETING FOR CLIENTS 
Meeting The Needs Of The New Century. Have we been doing it wrong? Is there a new way to market?

ANTICIPATING FUTURE SHOCK
Changing The Billing Structure And Enhancing Per-Partner Value

BEWARE THE FRUMIOUS BRANDING CONSULTANT
Avoiding The Side Effects Of Branding

WHY THEY BUY YOUR VIOLETS
Now We Can Know Why We Must Do What We Must Do.
 Larry Smith's remarkable new book on how businesses buy legal services

THROUGH A GLASS DARKLY
Academia, Anachronism, And Distortion In Marketing Literature. Kotler's new book

THERE IS MORE IN HEAVEN AND ON EARTH, PROFESSOR KOTLER…
Than Is Dreamt Of In Your Philosophy. A dialogue with Professor Kotler on conflicting philosophies of professional services marketing

ONE STEP AT A TIME
Building Your Firm By Increments

NEW DIMENSIONS IN INTERNAL COMMUNICATIONS
Information Management And The Internal Communications Process

IT WORKED FINE YESTERDAY
Why Do Things Go Wrong?

LET’S ALL GET TOGETHER
The Practice Group As A Dynamic Business Tool --
 a new book by Patrick McKenna and David Maister

ADVANCING ON THE RETREAT
Does Your Retreat Advance Your Firm?

I CAUGHT IT -- CAN I KEEP IT?
Keeping Your Client Out Of The Competitive Pool

THE PRICE OF EVERYTHING; THE VALUE OF NOTHING
 Value As A Fee Policy

TEN MYTHS OF LAW FIRM PR
By Richard Levick
Levick Strategy Communications

READY, SHOOT, AIM
Networking Starts Here

MAGIC IN HAND

THIS FOR YOU AND THAT FOR YOU
Categories Of Prospects


THE SECRET FORMULA FOR PROFESSIONAL SERVICES MARKETING
It All Boils Down To Getting One Client At A Time

SEE THE TAIL WAG THE DOG
The Tools Are Not Marketing — It’s The Other Way Around

WHERE ARE WE GOING AND HOW DO WE GET THERE?
Setting Objectives in a Mercurial World

MARKETING AS AN ADDRESS IN SPACE
A Fresh View of Professional Services Marketing

CUT ‘EM OFF AT THE IMPASSE
Winning Against an Equal Opponent

WHAT’S THE EMPEROR WEARING THESE DAYS?
Branding -- The New Myth of Marketing?

TEN MYTHS THAT IMPEDE MARKETING SUCCESS
What We Think We Really Know About Marketing -- But Don’t

Competing For Capital -- Investor Relations in a    
 Dynamic World
(John Wiley & Sons) by Bruce W. Marcus, is now available.  Click  here for details.

 

 

 

If you would like to receive e-mail notice of updates and new articles, click here to reach marcus@marcusletter.com, and ask to be added to the email list. (This list is not for sale, nor will it be used for any purpose other than to advise you of new Marcus Letter material.)

.

Client at the Core - Marketing and Managing Today's Professional Services Firm (John Wiley & Sons) by August J. Aquila and Bruce W. Marcus, now available. Click here for details.

 

ADVANCING ON THE RETREAT
Does Your Retreat Advance Your Firm?
A free white paper

Order your copy now
 By Bruce W. Marcus
 INCLUDING: The Top 10 Issues You Can't Afford to Ignore.

 

PRODUCTIVITY: A Primer for the Competitive Firm

 New White Paper By Bruce W. Marcus
Offered by Bay Street Group LLC in Partnership with The Marcus Letter
Click here for details  Or...
For the full 12-page white paper, click here for an instant download (PDF).

 

 The Marcus Perspective.

     While The Marcus Letter is widely read for its in-depth articles, and is updated periodically as new articles are written The Marcus Perspective is a much more personalized take on the doings of professional services and those who labor in that vineyard in any capacity.  And if it’s controversial, well – that’s because my perspective may not be the same as others might be.

 Try it. The Marcus Perspective.  You’ll like it. And if you don’t, don’t hesitate to tell me.

 

 

 
Last Modified
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10/16/2012

Bruce W. Marcus, Editor
Mana Balter, Assistant Editor
Click 
here to reach marcus@marcusletter.com

The contents of this site, including, but not limited to, the text and images herein, and their arrangements, unless otherwise noted, are Copyright  ã 2013 by Bruce W. Marcus. All rights reserved.

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