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365 Marketing Meditations

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This book of daily meditations outlines the most important rules of marketing. It also provides a pathway to help marketers know when those rules should be broken, and to have the courage to break …

This book of daily meditations outlines the most important rules of marketing. It also provides a pathway to help marketers know when those rules should be broken, and to have the courage to break them.

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  • 1. 365H ere is a year’s worth of daily tips and cogent guidance covering every facet of the professional marketing experience. 365 Marketing Meditations: Daily Lessons for Marketing & 365Communications Professionals is a book for anyone who everwanted to turn an idea into reality. “No matter what size your company or what aspect of marketing you’re in, you are well advised to read this practical book filled with choice morsels of wisdom.” —Mel Korn, CEO, Saatchi & Saatchi Collaborative Marketing Marketing Meditations Marketing Meditations “What a wonderful combination of significant insight with By Richard S. Levick and Larry Smith just plain fun. It will be on my desk throughout the year, that’s for sure.” —Al Ries, author, The 22 Immutable Laws of Marketing and Daily Lessons For Chairman, Ries & Ries Marketing & Communications “This is a unique collection of engagingly written tips on communication and marketing that will surely resonate with Professionals both marketing professionals and practicing attorneys.” —Ralph Savarese, Principal, McMorrowSavarese and former Managing Partner, Howrey Simon Arnold & White, LLP “Insightful, powerful, funny…Here is a treasure of tips and ideas that marketing and communications professionals can put to use every day.” —Reid Walker, Vice President – Communications, Honeywell Specialty Materials $9.95 By Richard S. Levick and Larry SmithWatershed Press, Washington, DC
  • 2. 365Marketing Meditations Daily Lessons For Marketing & Communications Professionals Richard S. Levick, Esq. President & CEO Levick Strategic Communications, LLC rlevick@levick.com Larry Smith Director of Strategy Levick Strategic Communications, LLC lsmith@levick.com
  • 3. It is designed to do something else as well.Since the first soap was sold in the Organizational change never happens painlessly. Introductionmid-1800s, the most prominent marketing For marketers caught up in that change, the road can indeed be lonely.has focused on products. At professional service firms, for example,We know with certainty which shampoo will remove marketers are frequently solo practitioners or partdandruff, which detergent gets out ring-around-the- of small groups (though this is changing as morecollar, and which car company “tries harder.” But global organizations now report marketing staffschanging times have forever altered the very of more than 100 people). They often work withdefinition of marketing. tight budgets that pale in comparison to their product marketing counterparts. And, they oftenHow, for example, do we choose a bank, an have short time spans in which to show a returnaccountant, lawyer, or doctor? Increasingly, as on investment, while successful marketing bymarkets have globalized and consolidated, its very nature requires time to permeate theprofessional services marketing is playing catch-up consciousness of its targets.with the product sector. Marketing has becomeincreasingly important and accepted. A greater At the same time, reputation management is still anumber of professionals in the service sector now largely reactive process for many corporations. Allappreciate marketing and look upon it as an too often, crises are mishandled, with marketingimportant part of the business development function. and communications professionals excluded fromAnd they understand its impact on the bottom line. decision-making or brought in too late in the process to make a difference. Too seldom is itMeanwhile, amid persistent global skepticism understood that unfolding events can be modifiedabout corporate integrity, marketing professionals with the right strategy. Even in the years sinceare also expanding their scope with an eye—not to Enron, corporate myopia remains widespread.just sell the products and services their companiesmanufacture—but to the need to preserve and This book, we hope, will remind all the marketingprotect corporate reputations. professionals who face such a myriad of challenges and frustrations that they are not alone.This book of daily marketing meditations outlinesthe most important rules of marketing. It also Richard Levick and Larry Smithprovides a pathway to help marketers know when January 2005those rules should be broken, and to have thecourage to break them.
  • 4. We’d like to thank all of those people who madethis book possible. Daniel Moneypenny for revising Acknowledgmentsand adding to a number of these meditations.Michael O’Horo and Bill Flannery for their brilliantadvice on professional services sales training. FeliceWagner for her unique insights and humor. BurkeyBelser, because he is an historic change agent inprofessional services marketing.Thank you as well to Marcia Newell, a legalrecruiter who shrewdly understands how marketingworks at every level of an organization. Thanks toDiane Hartley who never fails to bring humor andhumanity to the highest-pressure professionalsituations. And, thanks to our London partnerGavin Ingham Brooke who is always there for uswhen clients have real-time needs across the Pond.And, to be sure, we’d like to thank our wives—Richard Levick’s wife Debbie MacDougall andLarry Smith’s wife Marie Ellen Larcada—for theirsupport on this project and on every other projectwe’ve undertaken since we’ve known them.Most of all, we’d like to thank Gerry Riskin and hiswife Bethany for inviting us to their home, providingthe perfect work environment (an island), and forplaying a vital and substantive role in helping usbrainstorm the ideas and pull this book together.Finally, we should clarify that this book of 365daily meditations is really 366 daily meditations.So we’re actually over-delivering on what we’vepromised. That’s a basic rule of marketing, after all.
  • 5. January 1H onor the rule of “st.” Marketing is about being perceived as first, biggest, fastest, and best, in yourown category. There is no rule of “nd.” Thereare few who remember Bert Hinkler was thesecond person to fly solo across the Atlantic. Marketing Meditations | 7
  • 6. January 2 January 3H E arley-Davidson customers tattoo veryday we are bombarded with the company logo on their bodies. 3,000 to 5,000 messages. If you That’s branding. Anything less is don’t repeat your message overjust a tagline. and over, directly to your target audience, you cannot get through the information clutter. Reach and repetition is key. Reach and repetition is key.8 | Levick Strategic Communications Marketing Meditations | 9
  • 7. January 4 January 5C S offee and Starbucks are synony- tarbucks sells more than 30 different mous. That’s the value of a brand. products, but it markets one thing— Customers visit Starbucks five coffee. Focus your marketing effortstimes a week, spending money on something narrowly.that would cost much less if they madeit at home.10 | Levick Strategic Communications Marketing Meditations | 11
  • 8. January 6 January 7A A sk your partners what your brand is ll professional services marketing is and see how many answers you get. about penetrating markets—industry, Ask your clients and you’ll get even practice area, or geography. That’smore. If you want to be a brand, they all have it. Your marketing campaigns must startto have the same answer. with this recognition.12 | Levick Strategic Communications Marketing Meditations | 13
  • 9. January 8 January 9T D he outnumbered Normans defeated ogs age seven years for every one of the Saxons in England with simple our years. Currently, it’s estimated new technology—stirrups—that let that the Internet evolves every threethem ride horses into battle. They created the months with new applications. How are youworld’s largest empire as a result. Look for new communicating differently with your clientsways to apply even the simplest technology. today than you did three months ago? How will you communicate differently three months from now?14 | Levick Strategic Communications Marketing Meditations | 15
  • 10. January 10 January 11M C any lawyers and accountants say, oca-Cola asks all its sales staff and “We have branded, we have executives, “How is what you are merged, we have advertised.” doing today going to help sell thisIn marketing, there is no such thing as past beverage?” In the professional services, manytense. All marketing words must end in people forget their mission.“ing,” not “ed.”16 | Levick Strategic Communications Marketing Meditations | 17
  • 11. January 12 January 13A W s Tom Peters writes, always pursue ho was the third person to fly the “wow” response. When you solo across the Atlantic? Who are editing a memo, drafting a press was the first woman? Ameliarelease, or writing an email, the person next Earhart created a new category, and forin line to read it is your client, no matter that she is remembered, not for being third.who they are. Is it the best you can do?18 | Levick Strategic Communications Marketing Meditations | 19
  • 12. January 14 January 15W I hat makes you different? If n virtually every market, you need to be there is no clear answer to one of the top three in order to own sig- this question that is perceived nificant market share. Traditionally, thein the marketplace, then you do not have number one firm in a market owns twice asa market position. much business as number two; which in turn has twice as much business as number three. After that, you’re just fishing for minnows.20 | Levick Strategic Communications Marketing Meditations | 21
  • 13. January 16 January 17D S on’t waste marketing dollars telling uccess in litigation involves twin goals— your clients and prospects how achieving victory in court and preserving smart you are. They already know reputation. Winning requires both.that. All they care about is how you are goingto solve their problem.22 | Levick Strategic Communications Marketing Meditations | 23
  • 14. January 18 January 19W D IIFM is the world’s most power- o you or your clients drink bottled ful radio station because it’s water? They’re gladly spending $1 the only one that clients and to $10 per bottle for something theyprospects listen to. It stands for What’s In can get for free. The substantial differenceIt For Me? All of your marketing needs to between the number of bottles sold in thosebe focused on answering this question for few cities where it serves an environmentalyour target clients and prospects. need, and the total number of bottles sold, is known as marketing.24 | Levick Strategic Communications Marketing Meditations | 25
  • 15. January 20 January 21N Y ike, the best-known brand ou cannot be the “we do everything in the world, keeps it simple: firm.” Trying to brand more than three words or just a swoosh. one thing is like putting a gun rackAnything more would be superfluous. on a Mercedes. It cannot be done.Keep your brand simple.26 | Levick Strategic Communications Marketing Meditations | 27
  • 16. January 22 January 23I A f you have to explain your brand, it is brand is not a slogan. A brand is not working. Keep it short and simple. your promise.28 | Levick Strategic Communications Marketing Meditations | 29
  • 17. January 24 January 25N W o amount of marketing can make hat keeps your clients up at up for support staff who aren’t night? This is the bullseye polite on the phone, partners who of marketing. If you don’tdon’t return client calls and professionals who know the answer, you are not marketing.don’t measure up. Everything your firm does You’re just busy.must reaffirm its brand.30 | Levick Strategic Communications Marketing Meditations | 31
  • 18. January 26 January 27L P aw is about precedents, accounting rofessional services clients will never is about rules, banking is about old tell you they are purchasing your relationships. But marketing is about services because of an advertisementbeing first. they saw or an article they read. But marketing substantially influences their short lists because it reaffirms what they already presume. It makes existing clients feel smart for having hired you. It makes you become familiar to strangers who sign checks.32 | Levick Strategic Communications Marketing Meditations | 33
  • 19. January 28 January 29A A ll purchasing decisions are emotional. dvertising is the fastest form of You may tell your friends that you marketing because it is limited only bought the car because of its safety by budget. And advertising isfeatures or gas mileage, but it is really about control. The message never varies unlesshow it makes you feel. People hire the people you want it to.they like.34 | Levick Strategic Communications Marketing Meditations | 35
  • 20. January 30 January 31P L ublicity is far less controllable and takes earn to say “no.” Professionals are more time to work than advertising, but used to control and expect marketing has far greater credibility. If I read it, it staffs to follow their wishes. But theymust be true. have far more respect for marketing profes- sionals who exercise judgment and risk by showing them there is a better way.36 | Levick Strategic Communications Marketing Meditations | 37
  • 21. February 1 February 2W K inston Churchill argued that now your market. The world is a any memo longer than a page big place. Market only to your most was wasted paper. One of the likely customers.largest law firms in the world has a brochureof 553 words.38 | Levick Strategic Communications Marketing Meditations | 39
  • 22. February 3 February 4S K ixty years ago, Pepsi Cola tried to outsell now as much about a reporter who’s Coca-Cola by being the “cheaper cola.” about to interview you as you would They have been playing catch-up ever a client prospect who may be aboutsince. Market on value, not price. to hire you. Especially during a crisis.40 | Levick Strategic Communications Marketing Meditations | 41
  • 23. February 5 February 6T M he great philosopher Popeye’s first ost marketing is based on per- rule was, “I am what I am!” It applies sonal experience. Make a patient to all professional services firms. You wait for an hour, or don’t returncan only be viewed by the market for what client calls, and no amount of marketing willyou are, or for what you will be soon. change that perception.42 | Levick Strategic Communications Marketing Meditations | 43
  • 24. February 7 February 8H L enry David Thoreau wrote that ewis & Clark followed Thomas most of us live lives of quiet Jefferson’s command to the letter, desperation. Live yours with following the Missouri River rathernoisy jubilation. Get noticed and have fun than the Colorado. Had they taken theevery day. Colorado, they would have reached the West Coast two months earlier. Break rules, even Thomas Jefferson’s.44 | Levick Strategic Communications Marketing Meditations | 45
  • 25. February 9 February 10T C he captain of the Titanic had such lients come to law firms with a great safety record that when the business problems, not legal ones. great ship struck an iceberg, precious Patients come to doctors for reassur-hours were lost because the possibility of ance, not anatomical diagrams. Don’t getsinking was so far beyond his experience. trapped in your own expertise.Yesterday’s success is always a trap whenconditions change. And they always change.46 | Levick Strategic Communications Marketing Meditations | 47
  • 26. February 11 February 12C E omprised of 201 square acres, and xpect professionals to take time before with an army of only 700 soldiers they become believers in marketing. equipped with ancient armaments, yet Parlay successes on their behalf init is the most powerful country in the world, order to convert them. And remember, it’swith one billion followers. It is the power of the converts who become the most zealousideas that makes the Vatican the most powerful evangelists of the new gospel.country on Earth. Worship ideas.48 | Levick Strategic Communications Marketing Meditations | 49
  • 27. February 13 February 14S N trategize how you’ll sell marketing to othing holds our attention like resistant professionals. Identify the pictures. Use them. individuals who are most important toyour internal political mission. Then, findout what’s most important to them and giveit to them.50 | Levick Strategic Communications Marketing Meditations | 51
  • 28. February 15 February 16T M hings will fall into place that would arket to the buyer’s need, not have fallen into place without you. the seller’s ego. Good ideas will go bad, and you’llhave to answer for it. “They’re going to blameyou for the rain,” said Lyndon Johnson, “soyou might as well take credit for the sunshine.”52 | Levick Strategic Communications Marketing Meditations | 53
  • 29. February 17 February 18O H MASC drives most publicity efforts. ire people smarter than yourself It means, “Only Mom and Spouse and learn from them. They’ll think Care.” Publicity should deliver real you’re smarter for doing so.value to the reader, not to the ego of thelawyer, architect or broker.54 | Levick Strategic Communications Marketing Meditations | 55
  • 30. February 19 February 20N T ewspapers start with a blank page ruth for a lawyer is precedent, for everyday. You are their resource. a doctor it’s fact, for a scientist it’s You’re providing what they need. proof. Truth for a journalist is what they know at deadline.56 | Levick Strategic Communications Marketing Meditations | 57
  • 31. February 21 February 22M T ost journalists are overworked, he products sector won’t sell you a although they are often inaccu- bar of soap without market research. rately referred to as “lazy.” If you want to sell professional ser-Make their jobs easier by giving them the vices, there is no substitute for market research.quotes, facts and story angles they need.Follow up interviews with an email listingyour three key points.58 | Levick Strategic Communications Marketing Meditations | 59
  • 32. February 23 February 24Y F ou can’t own a position without ind a name and keep it forever. first scientifically understanding If Mr. Clean were to call itself the market. something else, they’d have to start marketing all over again.60 | Levick Strategic Communications Marketing Meditations | 61
  • 33. February 25 February 26T D here are two answers to every on’t be afraid of failure. Don’t question: a solution or an excuse. make excuses for it. Just be prepared to explain its value.62 | Levick Strategic Communications Marketing Meditations | 63
  • 34. February 27 February 28I I t’s in your own interest to take responsi- f you’re debating whether to delegate bility. You only can grow by taking on a task, chances are the best course is more responsibility and delegating past to delegate.responsibilities to others. Trust them to fillthose requirements. February 29 T oday is a day that comes but twice a decade. Commemorate it. Offer clients something equally rare.64 | Levick Strategic Communications Marketing Meditations | 65
  • 35. March 1 March 2R B ead everything. Books are ruce Springsteen publicly thanked his lessons without the pain of lawyers for “protecting him and his personal experience. music for the past 25 years.” He did not thank them because they were smart, or because of how they really understood the last Trademark Act passed by Congress. Market what’s valuable to the client in language the client uses.66 | Levick Strategic Communications Marketing Meditations | 67
  • 36. March 3 March 4E S xplain marketing concepts in ways ome great marketing is invisible. Some that your internal audience will under- firms communicate a powerful image by stand, and use the most commonly pretending to be above it all. They’reunderstood language. Professionals will some- winning the war by seeming to not be in it.times oppose marketing ideas, not becausethey’re against them, but because they don’tunderstand them.68 | Levick Strategic Communications Marketing Meditations | 69
  • 37. March 5 March 6R P espond to an angry email with a en and paper are now rare and pleasant phone call. valuable means of communication. Say “thank you” in ink.70 | Levick Strategic Communications Marketing Meditations | 71
  • 38. March 7 March 8C T lients want to walk away from he best client giveaway is information. your presentation with free They’ll value it enough to pay for more. advice and insights. Substanceis potent marketing.72 | Levick Strategic Communications Marketing Meditations | 73
  • 39. March 9 March 10L W istening is the best form of persuasion. hen meeting people for the first Clients are more impressed by how time, stare into their eyes. If you listen than by what you say. you can later say what colorThe more you listen, the smarter they think they are, then you’ve had the kind of sub-you are. stantial eye contact that tells them you are focused and interested.74 | Levick Strategic Communications Marketing Meditations | 75
  • 40. March 11 March 12Y T ou can’t find the client’s sweet spot he average listener is more effective without listening and asking ques- than a genius who speculates. tions. You have to earn the right toanswer their questions.76 | Levick Strategic Communications Marketing Meditations | 77
  • 41. March 13 March 14A A sk your clients what they think, sk your clients how you’re doing. directly. Don’t ask your professionals Some of them are waiting for you what they think your clients think. to ask. Others will be surprised and delighted you did.78 | Levick Strategic Communications Marketing Meditations | 79
  • 42. March 15 March 16A B degree in marketing means so uy a headset for every telephone. much—to the school that lured you Stand while talking on the phone to it! to clients and reporters. It makes you more comfortable, more energetic, more powerful and less distracted.80 | Levick Strategic Communications Marketing Meditations | 81
  • 43. March 17 March 18M K ultitasking means not paying eep your voice mail greeting relevant. attention to any of the things Let people know where you are. Let you’re doing. them know when you’re returning.82 | Levick Strategic Communications Marketing Meditations | 83
  • 44. March 19 March 20D E on’t tell. Show. verything is marketing. The clothing you wear is marketing, and so is the way you answer the telephone.84 | Levick Strategic Communications Marketing Meditations | 85
  • 45. March 21 March 22P S eople write sloppy emails. Write emails urpass expectations. But set expectations as if they were formal letters—and that can be surpassed. without a single typo. Such care willset you apart.86 | Levick Strategic Communications Marketing Meditations | 87
  • 46. March 23 March 24D A o your litigators respect marketing? lways be early when on deadline. Are they willing to work on teams with marketing experts, to win thecourt of public opinion, not just the court oflaw? They’d better be.88 | Levick Strategic Communications Marketing Meditations | 89
  • 47. March 25 March 26E U very communication is an opportunity se “we” when talking about to express value and educate. Don’t client projects. Doing so confirms squander it. Express value in every- the implicit partnership in almostthing you do. every utterance. Virtually every project is a partnership.90 | Levick Strategic Communications Marketing Meditations | 91
  • 48. March 27 March 28T A he habit of using the word “we” not t the end of meetings and discussions, only expresses your team approach, it repeat priority points. Make sure builds internal confidence and makes everyone is agreed on the actioneveryone involved feel part of the job. steps. Never take consensus for granted.92 | Levick Strategic Communications Marketing Meditations | 93
  • 49. March 29 March 30D E iscussions are not actions. ach great idea requires equivalent energy and action. Meetings and discussions aren’t work. They’re preludes to work.94 | Levick Strategic Communications Marketing Meditations | 95
  • 50. March 31 April 1L W earn to say “no”. It beats the heck out hen saying “no,” explain why of a “yes” you can’t deliver. and offer alternatives.96 | Levick Strategic Communications Marketing Meditations | 97
  • 51. April 2 April 3M S ake sure to define what success uccess in marketing takes time. will look like. If you don’t, Communicating that is a first step you and your client will never to managing expectations.get there.98 | Levick Strategic Communications Marketing Meditations | 99
  • 52. April 4 April 5S W ometimes successful marketing hat kinds of successes in has dramatic bottom-line impact. marketing don’t have dramatic Sometimes the impact is deferred. bottom-line impact? Be preparedThat is another first step to managing to define those successes. Be prepared toexpectations. explain their long-term economic value.100 | Levick Strategic Communications Marketing Meditations | 101
  • 53. April 6 April 7O A nce you’ve sold something, fter you ask for the client’s business, stop selling. be silent. Even if the silence is excruciating, endure it.102 | Levick Strategic Communications Marketing Meditations | 103
  • 54. April 8 April 9S Y ales is an escalating process. Just like ou can accomplish virtually anything in dating, the suitor wins the right to in marketing as long as you commit the next step. First dates shouldn’t the time, resources and budget.end in questions about matrimony.104 | Levick Strategic Communications Marketing Meditations | 105
  • 55. April 10 April 11M S ake sure your budgets and expec- peak in pictures. tations meet. If they don’t, one or the other has to change.106 | Levick Strategic Communications Marketing Meditations | 107
  • 56. April 12 April 13M E ake your points by telling stories. ffective advertising requires Monty They explain how things get Python thinking. Be “completely dif- done. A marketing war story ferent” so you get noticed; not moredemonstrates value by showing what mar- of the same so you feel safe.keting can do.108 | Levick Strategic Communications Marketing Meditations | 109
  • 57. April 14 April 15M M arket like a mountain climber. arket like a mountain climber. Don’t look where you don’t want Have all your equipment ready to go. before you begin.110 | Levick Strategic Communications Marketing Meditations | 111
  • 58. April 16 April 17C D elebrate your successes. Especially istribute proof of your success. Don’t with skeptical professionals, you just make copies of a rave review or must always be marketing the a feature article. Distribute it to allconcept of marketing. appropriate audiences each time it appears.112 | Levick Strategic Communications Marketing Meditations | 113
  • 59. April 18 April 19H N ave a mentor who’s not in your on-communication is not neutral. firm. Outsiders have no vested In nearly every instance, it is inter- interest other than in your welfare. preted negatively.114 | Levick Strategic Communications Marketing Meditations | 115
  • 60. April 20 April 21V V isit all clients. Visit clients across the isit clients without an agenda. street. Visit clients around the world.116 | Levick Strategic Communications Marketing Meditations | 117
  • 61. April 22 April 23S O he who visits clients comes back bserve a small need and fill it. If a with work. client complains mildly about how his phone wire is always getting tangled up, send him a phone line detangler! He’ll think of you every time he makes a call.118 | Levick Strategic Communications Marketing Meditations | 119
  • 62. April 24 April 25F M ollow your own advice. ake it easy for your clients and prospects to remember you. Give them things…a memento, a small gift that will mentally connect them to you at the moment they need to buy what you’re selling.120 | Levick Strategic Communications Marketing Meditations | 121
  • 63. April 26 April 27P E repare for all meetings by knowing very non-sale is a potential referral. So the answers to key questions ahead treat it as a sale. Every sales process is of time. an opportunity to generate widespread goodwill.122 | Levick Strategic Communications Marketing Meditations | 123
  • 64. April 28 April 29R T eturn all calls same day, period. reat reporters exactly like clients. Exceptions are as follows: None. Return their calls and pay them respect. They may be more important than clients, because they can do you more damage, short- and long-term.124 | Levick Strategic Communications Marketing Meditations | 125
  • 65. April 30 May 1R F eporters can help you a lot. They can our out of five reporters agree: hurt you more. When you don’t return our phone calls, you’re saying, “Write whatever you want.”126 | Levick Strategic Communications Marketing Meditations | 127
  • 66. May 2 May 3J W ournalists are the gatekeepers to hat do your clients read? If your clients. you don’t know the answer, you cannot know what they need to hear from you. If you don’t know the answer, you cannot know how to reach them with that information.128 | Levick Strategic Communications Marketing Meditations | 129
  • 67. May 4 May 5M S ake your internal clients define ubscribe to the trade magazines and the amount of money they’re other industry publications that are leaving on the table by not essential to your most important clients.pursuing a proposed marketing initiative. Read them.Once they specify the amount, it will beawfully tough for them to ignore you thenext time you talk about taking action.130 | Levick Strategic Communications Marketing Meditations | 131
  • 68. May 6 May 7I M dentify your boss or bosses. Even in arketers who pay attention to the largest firms, you can identify the rainmakers exclusively do so at spokespersons, the rainmakers, and their peril. The real power bro-the power brokers. These are the people kers may be also operational. They too areto focus on. crucial in helping you maintain credibility in the organization.132 | Levick Strategic Communications Marketing Meditations | 133
  • 69. May 8 May 9F B igure out what your bosses need and ad press happens, so don’t get give it to them before they ask for it. over-excited and don’t overreact. There’s no better way to establish a The key is to limit the bad press topowerful alliance. one news cycle.134 | Levick Strategic Communications Marketing Meditations | 135
  • 70. May 10 May 11I T t’s crucial not to get over-excited by riple-check the spelling of all good press. It’s a single event that now companies, firms and individuals. requires follow-up. The real benefits are Any misspelled name is potentiallystill to come. disastrous. It advertises that you don’t care.136 | Levick Strategic Communications Marketing Meditations | 137
  • 71. May 12 May 13E A very client deserves the very best talent s you treat the president, treat the they can find. clerk or professional assistant. Keep in practice when it comes to courtesy. Besides, they are the gatekeepers.138 | Levick Strategic Communications Marketing Meditations | 139
  • 72. May 14 May 15A I ssistants who like you sell you to n a public relations crisis, make sure the their boss. Those who do not, people answering the phone are as well- sabotage you. trained as the person speaking to the reporters. You never know when the twain shall meet. Aggressive reporters don’t mind impromptu interviews with receptionists.140 | Levick Strategic Communications Marketing Meditations | 141
  • 73. May 16 May 17W I hat is your public relations crisis n a media crisis situation, there are two contingency plan? If you don’t initial goals. First stop the bleeding. Then know, it’s time to start writing. prepare for what’s coming next.142 | Levick Strategic Communications Marketing Meditations | 143
  • 74. May 18 May 19S D eldom do people tell you how much ivide your list of things to do by your words affect them. Speak as “Must Do’s” and “Nice to Do’s.” though they are listening. You will never get to the “Nice to Do’s.”144 | Levick Strategic Communications Marketing Meditations | 145
  • 75. May 20 May 21E T very dissatisfied customer is an wo factors motivate buyers: Pain and opportunity to generate exponentially opportunity. Pain is the much greater greater satisfaction than would have motivator of the two.existed in the first place. Make people so satis-fied with your fix that they are almost gladfor your mistake.146 | Levick Strategic Communications Marketing Meditations | 147
  • 76. May 22 May 23W D hat is your client’s pain? on’t be surprised by the lack of Articulate it, write it down, response when you market opportu- incorporate it into your thinking. nity. They’re hearing about greatTarget all your marketing to the elimination deals and opportunities every day. But they’veof that pain. got to do something about pain.148 | Levick Strategic Communications Marketing Meditations | 149
  • 77. May 24 May 25P I ain affects both your external and f you hear the word “but” in a response to internal clients. Your partners are up a proposed initiative, everything that has at night worrying about something. preceded it is irrelevant. Everything beforeHelp them understand marketing is a salve, the “but” is just polite sugar-coating. Whatnot just another responsibility. comes after the “but” is what they’re really saying, and what you really need to address.150 | Levick Strategic Communications Marketing Meditations | 151
  • 78. May 26 May 27T A o be effective, praise must exceed n action point must be agreed on criticism by a 2:1 ratio. Otherwise, as a result of every meeting or mem- it’s received as just a way to soften orandum. Even emails and phoneserious criticism. calls should not end without an implicit, if not explicit, next step.152 | Levick Strategic Communications Marketing Meditations | 153
  • 79. May 28 May 29M F arketing gets you found, while ew salespeople are born that way. They sales get you chosen. first had to learn that every rejection gets them closer to the sale.154 | Levick Strategic Communications Marketing Meditations | 155
  • 80. May 30 May 31P H owerful senior partners need sales ave the courage to make a decision. training just as much as the up-and- The smartest managers prefer comers. Sometimes they need it more. wrong decisions to no decisions.They need to be taught not to be complacent.156 | Levick Strategic Communications Marketing Meditations | 157
  • 81. June 1 June 2H H ave the courage to take a bold ave the courage to fire clients. Have initiative. Clients who abhor the courage to say “no” to money. bold initiatives aren’t usuallyworth keeping.158 | Levick Strategic Communications Marketing Meditations | 159
  • 82. June 3 June 4T R he FORTUNE 500 increasingly epeat the same point over and over. demand that their law firms be It will take on the force of accepted media-savvy. If they are not, then wisdom. Repeat the same point overthey are just lawyers, not counselors. and over.160 | Levick Strategic Communications Marketing Meditations | 161
  • 83. June 5 June 6D M o not live in denial. There is too ost new ideas aren’t as good as much to be learned in helpful old ideas reapplied creatively. We criticism no matter how hard it know most of what we need tomay be to hear the first time. know. The trick is, how do we do it?162 | Levick Strategic Communications Marketing Meditations | 163
  • 84. June 7 June 8N Y ot to decide is to decide. ou are judged by how you handle defeat as much as, or usually more than, by the fact that you were defeated. Prepare yourself. Think about how you will act and what you will say.164 | Levick Strategic Communications Marketing Meditations | 165
  • 85. June 9 June 10L I et the world know that a service you’ve t is the results that matter, not how hard performed was performed. Don’t flaunt you worked. it. State the fact straightforwardly.166 | Levick Strategic Communications Marketing Meditations | 167
  • 86. June 11 June 12D L on’t gossip. Your clients will think earn the difference between gossip they’re next to be gossiped about. and legitimate market information. Clients crave the latter; they dread the former. Legitimate market information has a teaching purpose.168 | Levick Strategic Communications Marketing Meditations | 169
  • 87. June 13 June 14I I t’s a sin for any member of a professional t’s a sin for any member of a firm to say something bad about the firm professional firm to castigate a to the outside world. It’s quicksand. competitor, even if the criticism is legitimate. It gains you nothing.170 | Levick Strategic Communications Marketing Meditations | 171
  • 88. June 15 June 16B N elieve in your organization or go o one will ever do it… someplace else.172 | Levick Strategic Communications Marketing Meditations | 173
  • 89. June 17 June 18W W ho cares if they do it! Only a hy haven’t we done it? How do second-tier firm would do it… we catch up?174 | Levick Strategic Communications Marketing Meditations | 175
  • 90. June 19 June 20A T consultant is a road warrior with he beauty of being an adult is PowerPoint and a suitcase. Use that you have permission to turn consultants to reinforce the advice an idea into a reality. Childrenyou’ve been giving. When they hear it from have the courage to turn ideas into realityan outsider, they’ll believe it. but not the power. Adults have the power but not always the courage.176 | Levick Strategic Communications Marketing Meditations | 177
  • 91. June 21 June 22G D et as many benefits from a single o not count on entertaining clients event as you can. A seminar is an as a way to get their business. That opportunity to meet and impress is only a first step. Some executivesclients. It’s also a wonderful chance to pub- go out of their way not to hire people wholish its content in articles, invite clients, meet take them to ballgames.reporters, and leverage your online capabilities.178 | Levick Strategic Communications Marketing Meditations | 179
  • 92. June 23 June 24B A egin servicing clients the same day they pologize when you’re wrong. Stick retain you. to your guns when you’re not.180 | Levick Strategic Communications Marketing Meditations | 181
  • 93. June 25 June 26D O on’t work with people you nly work someplace where you have don’t like. something to learn.182 | Levick Strategic Communications Marketing Meditations | 183
  • 94. June 27 June 28S S ometimes an apology is the only viable et benchmarks. Have intermittent public response. “No comment” is sub-goals and attain them. seldom acceptable.184 | Levick Strategic Communications Marketing Meditations | 185
  • 95. June 29 June 30G N o to Anguilla off-season. Read Mark o, it’s not life or death. Twain. Remember what’s important.186 | Levick Strategic Communications Marketing Meditations | 187
  • 96. July 1 July 2S B end holiday cards in July. e ready to publish a cumulative list of your firm’s accomplishments at the drop of a hat.188 | Levick Strategic Communications Marketing Meditations | 189
  • 97. July 3 July 4K U now what your weak spots are se graphs and pictures to make your before the come-to-Jesus meeting. critical marketing points. Use graphs Prepare to document and articulate and pictures to show what’s beenyour position ahead of time. accomplished in terms of the firm’s marketing and strategic positioning, and what still needs to be accomplished.190 | Levick Strategic Communications Marketing Meditations | 191
  • 98. July 5 July 6C B ongratulate yourself. Delay your e hyper-efficient. Know where every- next agenda, or your next project, thing is. Your firm is a big place, and just long enough to fully savor your you should know as many of its detailslast victory. as anyone else there.192 | Levick Strategic Communications Marketing Meditations | 193
  • 99. July 7 July 8M H ake sure your cell phone batteries ave you convinced your own are charged. Make sure your professionals? You’ll never passport is updated. Always have convince the outside world oftoiletries packed ahead of time. anything they don’t believe themselves.194 | Levick Strategic Communications Marketing Meditations | 195
  • 100. July 9 July 10H S ave your newest recruits update ell each other, and teach your people to your orientation program. They sell their colleagues. They can’t credibly will tell you where your weaknesses flatter themselves in front of clients. Butare, as well as your strengths. their own colleagues can sound very convinc- ing if they know how to endorse their own partners and associates.196 | Levick Strategic Communications Marketing Meditations | 197
  • 101. July 11 July 12U K se all available technology to track now who your competition really appearances of your firm in the is. A lot of firms get as fooled by press and on the Internet. You reputation as the press does. Drillcan then make your own powerful points down, and find out who’s really going forabout the firm, and how it might need to the same business you are.bolster or change its marketing approach,by marshalling these appearances to supportyour points.198 | Levick Strategic Communications Marketing Meditations | 199
  • 102. July 13 July 14G W ive something away, in terms of hen you have too much business, information and market knowledge, raise your rates. You can afford but learn how to identify when to lose the clients who balk.a prospect is interested only in free advice.Pull out quickly. These prospects would beselfish clients even if, by some chance, yougot the work.200 | Levick Strategic Communications Marketing Meditations | 201
  • 103. July 15 July 16W D hen your partners start making on’t call your assistants “assistants.” one impracticable demand after When partners see the marketer another, increase your budget build up an empire of “assistants,”or request a bigger one. Either they’ll give it means a short tenure for the marketer.it to you or become more reasonable in Instead, give them titles that suggest they’retheir expectations. co-professionals.202 | Levick Strategic Communications Marketing Meditations | 203
  • 104. July 17 July 18W D rite your own job description and on’t say what you did. Say why you file it with the managing partner did it. Think and report benefits. or president. Update it quarterly.204 | Levick Strategic Communications Marketing Meditations | 205
  • 105. July 19 July 20W D hat’s Plan B? If Plan A goes eal with things immediately as south, you must have a they occur. It will help you keep contingency plan immediately your sanity and allow you to getavailable. It shows you’re in control. more done.206 | Levick Strategic Communications Marketing Meditations | 207
  • 106. July 21 July 22B P eing efficient isn’t enough because you ublish. Gain internal credibility by may be doing the wrong thing effi- first getting external imprimatur. ciently. Being effective isn’t enough, Professionals will believe you’rebecause you need to be able to get it done. important if someone else thinks you are.Be efficient and effective.208 | Levick Strategic Communications Marketing Meditations | 209
  • 107. July 23 July 24I H f the outside consultant you hired isn’t ard work alone doesn’t matter. making you a hero, you’ve got the wrong What good does it do me to hear outside consultant. about how hard you’ve worked?210 | Levick Strategic Communications Marketing Meditations | 211
  • 108. July 25 July 26B D ad marketing is worse than on’t use boilerplate language for no marketing. thank-you notes, especially the ones sent to different people at the same client companies. If you do, and they find out, it will be much worse than had you never sent the notes in the first place.212 | Levick Strategic Communications Marketing Meditations | 213
  • 109. July 27 July 28D O on’t forget your business wn something. What you own defines cards. Always carry extras. your brand. Sub-specializations are Forgetting sends the message natural starting points from which tothat you don’t really want to be at the evolve a unique identity.meeting or the conference.214 | Levick Strategic Communications Marketing Meditations | 215
  • 110. July 29 July 30B W e wary of knee-jerk criticisms. Why hen it “absolutely, positively” is it so hard for lawyers to do market- has to be there overnight, the ing? Try being a lawyer and find out 30-fold extra charge for FedExfor yourself. over regular post is at most an afterthought, a small price to pay for fulfilling the expecta- tion of guaranteed service. Never market on price unless being cheaper is the only thing you want to be known for.216 | Levick Strategic Communications Marketing Meditations | 217
  • 111. July 31 August 1T H rust. Don’t require over-reporting ave the same name in different from vendors. If they’re the types to cities. Different names undermine bilk you, they’ll find a way no matter institutional cohesion, even whenwhat you do. local partners insist on it.218 | Levick Strategic Communications Marketing Meditations | 219
  • 112. August 2 August 3W B ith rare exceptions, mergers ring new partners and groups into and new partners don’t maintain your marketing plans. Not only will much media shelf life. Find some- the marketing support their businessthing about those mergers and new partners development plans, it will be one more wayto extend the interest of outsiders. Why is it to fully integrate them.important to your clients, not just to you?220 | Levick Strategic Communications Marketing Meditations | 221
  • 113. August 4 August 5Q U uick, who was the other name se the press for third-party commen- partner in Johnny Cochran’s law tary. Talk about matters other than firm during the O.J. Simpson trial? your own cases. It’s a less risky way Lesson: No work is big enough or to show off your expertise.hot enough by itself to focus attention on anentire firm.222 | Levick Strategic Communications Marketing Meditations | 223
  • 114. August 6 August 7M B eet reporters and journalists e careful of media and marketing plans personally. It’s easier to get in document form. They’re awfully good press from people who expensive paperweights.know you.224 | Levick Strategic Communications Marketing Meditations | 225
  • 115. August 8 August 9D E on’t reject a good idea because it’s mbrace serendipity. not part of your plan. It’s another good way to form alliances withthe people whose idea it is.226 | Levick Strategic Communications Marketing Meditations | 227
  • 116. August 10 August 11 I B“ rehearse all my ad libs,” said Winston ad news always trumps good news. Churchill. Prepare and train for the That’s human nature. That’s the nature media, and for beauty contests. Learn of media and marketing. how to sound off-the-cuff. 228 | Levick Strategic Communications Marketing Meditations | 229
  • 117. August 12 August 13W T hen pitching news stories, always he Internet is too efficient. It ask the question, What makes eliminates all barriers to entry, this different, bigger, better, faster? so don’t overestimate what youThe best way to alienate reporters is to expect can accomplish there in terms of marketing.them to be interested in something that isn’treally the least bit interesting.230 | Levick Strategic Communications Marketing Meditations | 231
  • 118. August 14 August 15D S on’t ever break a promise to ome firms still delegate marketing and a reporter. recruitment to the same person. You don’t want to be that person. Firms that combine both will not succeed at either.232 | Levick Strategic Communications Marketing Meditations | 233
  • 119. August 16 August 17M S ake the recruitment head your ound like an expert when you’re in ally. You have a common interest Miami. Tell Miami stories even if in the firm investing money in most of your business gets done inWeb sites, publicity and other marketing. Kansas City.Firms that might hesitate to spend on adver-tising will still spend on things that enhancetheir position in the job market.234 | Levick Strategic Communications Marketing Meditations | 235
  • 120. August 18 August 19T I he press is a conga line. Reporters go n a 24-hour news cycle, there’s almost no online to see whom their colleagues such thing as an exclusive. But it’s still in quoted. Get quoted by one, and the your interest to give one.others will beat a path to your door, even ifthe newspaper is in Des Moines.236 | Levick Strategic Communications Marketing Meditations | 237
  • 121. August 20 August 21D D on’t ever promise a reporter an on’t snub reporters because you’ve exclusive without delivering. never heard of their publications. They have a funny way of event- ually landing at The Wall Street Journal.238 | Levick Strategic Communications Marketing Meditations | 239
  • 122. August 22 August 23A T ll news is personal. The media was he personalities of your professionals never all that interested in unmanned have a direct bearing on news cover- space flights. age. Find ways to exploit some. Find ways to hide others.240 | Levick Strategic Communications Marketing Meditations | 241
  • 123. August 24 August 25M D edia training always improves on’t attack proposed initiatives. the spokesperson, no matter Instead, devise alternatives and map how experienced. out how they would be implemented.242 | Levick Strategic Communications Marketing Meditations | 243
  • 124. August 26 August 27T R wo journalists getting married were equests for Proposals (RFPs) in such a hurry to meet deadlines aren’t for everyone. Make sure that all they had time to say was you are not giving away more“I…” Remember that when a reporter calls than you are getting.you for comment.244 | Levick Strategic Communications Marketing Meditations | 245
  • 125. August 28 August 29I S f a prospective client wants all your best ometimes the most ironclad marketing ideas before hiring you, consider how rule must be broken. Sometimes it’s much you want them as a client. dangerous to return all phone calls the same day. Take everything in moderation, including moderation.246 | Levick Strategic Communications Marketing Meditations | 247
  • 126. August 30 August 31W N hen you make a mistake, fall ever be defensive. People will lose on your sword and move on. respect for you. People will admire you for it.248 | Levick Strategic Communications Marketing Meditations | 249
  • 127. September 1 September 2F T irst-time marketing directors have short here is no such thing as a local paper. lives. The boss is still learning, but Writers for The Economist read The won’t learn fast enough. Understand Miami Herald, especially online.this and prepare for your next job.250 | Levick Strategic Communications Marketing Meditations | 251
  • 128. September 3 September 4C M adillac ads don’t target new buyers. edia coverage doesn’t sell. It helps They’re designed to make existing create client short lists. Cadillac buyers comfortable andproud in the choice they made. Much ofyour marketing, and especially publicity, doesthe same for your clients.252 | Levick Strategic Communications Marketing Meditations | 253
  • 129. September 5 September 6M M edia coverage doesn’t sell. It gets edia coverage doesn’t sell. It recruits interested. reminds your own people of why they are proud of where they work.254 | Levick Strategic Communications Marketing Meditations | 255
  • 130. September 7 September 8M S edia coverage doesn’t sell. It ecure media coverage in the same creates selling situations. newspapers or magazines in which your firm advertises. It doubles the potential impact.256 | Levick Strategic Communications Marketing Meditations | 257
  • 131. September 9 September 10R L eporters read their own newspapers. isten to what professionals say they They can’t help but be influenced by want. But give them what they need. the advertisements they see there.258 | Levick Strategic Communications Marketing Meditations | 259
  • 132. September 11 September 12M N edia is initially designed to service othing stays sold. ego, but communications directors will still be judged by how theysupport business development.260 | Levick Strategic Communications Marketing Meditations | 261
  • 133. September 13 September 14L D ess is often more. White space o you care where the cook at a attracts attention. great restaurant went to school? Who cares where your partners went? Include it if you like, but never lead with it.262 | Levick Strategic Communications Marketing Meditations | 263
  • 134. September 15 September 16A M lways ask your professionals what arket research is a tool. It is they learned in an encounter with only a tool. The real thinking prospective clients. You’ll get great starts after the data is collated.market information, of course. But you’llalso habituate your professionals to learningfrom such encounters, rather than just tryingto sell themselves.264 | Levick Strategic Communications Marketing Meditations | 265
  • 135. September 17 September 18M I arket knowledge ages quickly. f the managing partner can’t say what The best pundits are always a the priorities are, how can you succeed? little tentative.266 | Levick Strategic Communications Marketing Meditations | 267
  • 136. September 19 September 20N W ever trust the airlines to get you hat’s happened in the last two to a commitment on time. If it’s weeks that’s most important to important, get there a day early. your client?268 | Levick Strategic Communications Marketing Meditations | 269
  • 137. September 21 September 22E W ncourage the managing partner to ho have you thanked today? praise the marketing successes of others in the firm. Provide her witha few bullet points to make it easier.270 | Levick Strategic Communications Marketing Meditations | 271
  • 138. September 23 September 24P A raise someone else’s success even if it lways take away at least one threatens your position. lesson from a failure, even if it’s not your failure.272 | Levick Strategic Communications Marketing Meditations | 273
  • 139. September 25 September 26A G utomate the newsletter so that it et outsiders to comment on substan- reaches clients and prospects with tive issues in the newsletter. That will “What’s In It For Me” information enhance its value and increase itsin a timely way. credibility. If it’s worth reading, it’s worth get- ting a range of contributors.274 | Levick Strategic Communications Marketing Meditations | 275
  • 140. September 27 September 28Y T our Aunt Selma must understand oo much emailing is like the story you’re pitching to the talking too much. People general media. If she can’t, it’s will stop paying attention.no good. The most complex stories mustbe broken down to no more than threebasic points for general consumption.276 | Levick Strategic Communications Marketing Meditations | 277
  • 141. September 29 September 30M W ake sure you mean it before you hat will it say on your profes- hit SEND. sional epitaph? What would you like it to say?278 | Levick Strategic Communications Marketing Meditations | 279
  • 142. October 1 October 2H A old as few staff meetings as ndy Warhol’s dictum, that everybody possible. Keep them short and will be famous for fifteen minutes, to the point. was not meant as a marketing strategy. Wait for the big event or the global merger and you will be forgotten as soon as it’s over. Market every day.280 | Levick Strategic Communications Marketing Meditations | 281
  • 143. October 3 October 4A W lways have an excuse to collect a hen giving a speech, walk bunch of business cards. During a through the audience if possible. speech, mention some great article Make them feel your presencethat you can send them. “Please leave me your as more than just a speaker at a podium.business cards and I’ll see to it that you getthe article.”282 | Levick Strategic Communications Marketing Meditations | 283
  • 144. October 5 October 6W W hen giving a speech, look at hen giving a speech, entertain individuals as if you’re chal- as much as you inform. lenging them to consider yourpoints. Don’t put anyone directly on the spot.Do address them directly.284 | Levick Strategic Communications Marketing Meditations | 285
  • 145. October 7 October 8W I hen giving speeches, don’t fill up n a one-hour speech, the most important your PowerPoints with text. The moments are the first and the last. whole purpose of PowerPoint isto make pictures do the work of words.286 | Levick Strategic Communications Marketing Meditations | 287
  • 146. October 9 October 10N M o matter what kind of communica- edia doesn’t require a lot of tion, don’t bury your lead. Define time from your professionals the most striking fact or overriding but it requires time right now.import. That’s your first sentence. You need to call the journalist back now, not in three hours.288 | Levick Strategic Communications Marketing Meditations | 289
  • 147. October 11 October 12I Y f you are entering a beauty contest, ou get as much information from wouldn’t it be great to land a little media what people don’t say as from what coverage in the local papers commenting they do.on the very issues that will be raised in thebeauty contest?290 | Levick Strategic Communications Marketing Meditations | 291
  • 148. October 13 October 14I T f you’re entering a new market, market he day of headquarters is over. Firms strategically. If you’re opening in Madrid, no longer want to say, “We’re a Madrid is the center of your universe. Chicago firm,” or “We’re a San Francisco firm.” The institutional effects of globalization permeate every aspect of how businesses now conceptualize themselves and refer to themselves.292 | Levick Strategic Communications Marketing Meditations | 293
  • 149. October 15 October 16O S ne firm in Australia levies a fine on ay “branch” office often enough, and partners who refer to its Melbourne the office will disappear. All the partners office or its Brisbane office. It has there will feel demeaned and leave.no separate offices, just people who happen to Solution: don’t say “branch” office at all.be working in different cities.294 | Levick Strategic Communications Marketing Meditations | 295
  • 150. October 17 October 18A Y ll marketing is vertical. Market to ou’re always on camera. Even when each target industry separately. they’re not looking, they’re looking.296 | Levick Strategic Communications Marketing Meditations | 297
  • 151. October 19 October 20B B eing first is not enough. You have eing biggest is not enough. Sometimes to continue to be first. being biggest means you have to work twice as hard to prove you’re also the best, or even good enough.298 | Levick Strategic Communications Marketing Meditations | 299
  • 152. October 21 October 22M T arketing cannot come out of here is always a connection between nothing. It must reinforce what what you do and sports, ballet, exists. Real marketing is honest. music, geography, history or motorcy- cles. Find out what they care about and show an interest. It will make you more interesting.300 | Levick Strategic Communications Marketing Meditations | 301
  • 153. October 23 October 24M M arketing is good for the soul. arketing is a lifestyle. It’s all about understanding what other people need.302 | Levick Strategic Communications Marketing Meditations | 303
  • 154. October 25 October 26H T ow can I do this better? he very act of spending more money than others on marketing will get you noticed. They’ll write articles on your marketing campaigns. They’ll market your marketing.304 | Levick Strategic Communications Marketing Meditations | 305
  • 155. October 27 October 28D F on’t market if all you want is a ulfillment and trustworthiness are “toe in the water.” Spending everything. Credibility is gained one more gets you more. Spending step at a time but lost in a leap.less gets you nothing.306 | Levick Strategic Communications Marketing Meditations | 307
  • 156. October 29 October 30Y R our firm is a hydra, many-headed. ead. Reflect. Then act. You think you have one boss, but you have many. Accept the fact thatthere will be times when their demands aremutually exclusive.308 | Levick Strategic Communications Marketing Meditations | 309
  • 157. October 31 November 1W M hy compete? Collaborate arketing moves at the speed of and win! thought. Write everything down or it’s lost.310 | Levick Strategic Communications Marketing Meditations | 311
  • 158. November 2 November 3D C on’t order the garlic soup for lient endorsements, whether oral lunch. What you order for dinner or written, are the grand slams of is your business. professional services marketing.312 | Levick Strategic Communications Marketing Meditations | 313
  • 159. November 4 November 5D A o something every day that lways move on to the next thing. might someday lead to a client endorsement.314 | Levick Strategic Communications Marketing Meditations | 315
  • 160. November 6 November 7T A he very finest marketers know so ll things are not related. A failure very little about so very much. this morning does not mean the rest of the day is doomed. Compartmentalize, as appropriate.316 | Levick Strategic Communications Marketing Meditations | 317
  • 161. November 8 November 9A U re you so good at what you do that se voice mail as a tool. even on your bad days you’re good?318 | Levick Strategic Communications Marketing Meditations | 319
  • 162. November 10 November 11S B top at yellow lights, open the doors e kind during the drive to the for strangers, and be graceful. It office. It will make you better will become a habit and ultimately when you get there.a personal trademark.320 | Levick Strategic Communications Marketing Meditations | 321
  • 163. November 12 November 13 Y A“ es” eliminates objections in advance. nticipate objections. Know your Once they say yes, they’ll find a way responses in advance. Respond to shelve their own doubts and reser- casually, as if the issues involved vations. The rest is detail. are not so titanic. 322 | Levick Strategic Communications Marketing Meditations | 323
  • 164. November 14 November 15A T pollo 11 was a great media event he best mentors choose you. because it was the first moon land- ing. By Apollo 13, there was nomedia interest until it became a near disaster.News gets old very fast.324 | Levick Strategic Communications Marketing Meditations | 325
  • 165. November 16 November 17A A ll marketing is even more local than lways abide by the time contract— politics. Marketing is one person at begin meetings when you say you a time. will begin, and end when you have committed to do so.326 | Levick Strategic Communications Marketing Meditations | 327
  • 166. November 18 November 19M A arket in the other person’s lways talk to strangers. Talk to people language, not your own. The in the elevator. It’s a remarkably French aren’t receptive to pleasant thing to do. It’s also greatEnglish-language marketing. They’re practice for unearthing new opportunities.doing us a favor. They’re telling us notto waste our time.328 | Levick Strategic Communications Marketing Meditations | 329
  • 167. November 20 November 21U D se the same criteria to criticize both efine what others like least in you. yourself and others. Do so with the You may want to change it. Or you same focus and intensity. may not.330 | Levick Strategic Communications Marketing Meditations | 331
  • 168. November 22 November 23W D hen they ask how much, or eflect sticker shock. Go over the when they ask about possible estimated deliverables and the conflicts or potential start estimated price before committingdates—stop selling. The sale has already anything to paper.been made and they’re already allies. Nowthey’re trying to figure out how to sellinternally. Help them.332 | Levick Strategic Communications Marketing Meditations | 333
  • 169. November 24 November 25R I eporters are human. Call them f they don’t understand what you’re by their first names, especially saying, try changing pictures. during a media crisis. If youcorrect erroneous coverage, do so politely,especially during a crisis.334 | Levick Strategic Communications Marketing Meditations | 335
  • 170. November 26 November 27I E f you can’t explain it in three sentences, veryone with whom you are you don’t understand it yourself. communicating has a short attention span.336 | Levick Strategic Communications Marketing Meditations | 337
  • 171. November 28 November 29T P ry bullets instead of paragraphs. eople do not read long emails.338 | Levick Strategic Communications Marketing Meditations | 339
  • 172. November 30 December 1A Y business card can be a turning point. es, the whole world is watching. What does yours convey?340 | Levick Strategic Communications Marketing Meditations | 341
  • 173. December 2 December 3G A reat marketing is 90% of it. Selling ssume that the worst thing that can is the other 90%. be said about you has been said about you.342 | Levick Strategic Communications Marketing Meditations | 343
  • 174. December 4 December 5C I almness in crisis defines leadership. t took 5,000 years for civilization to get Saying “no” to good people because off the ground at Kitty Hawk. It was just the firm needs you to say “no” another 65 years to the moon. Once itdefines leadership. Accepting an inevitability starts moving, you can never fully anticipateof defeat defines leadership. the pace of change.344 | Levick Strategic Communications Marketing Meditations | 345
  • 175. December 6 December 7W B rite emails as if unintended eing right may not matter. audiences will see them. Very carefully.346 | Levick Strategic Communications Marketing Meditations | 347
  • 176. December 8 December 9T E he best listeners rarely talk about it. verything changes.348 | Levick Strategic Communications Marketing Meditations | 349
  • 177. December 10 December 11 I C“ f you need a list to remember your enemies, onsensus has its limits. If you ask you’ve got too many enemies,” said Gerald enough people, you’ll eventually Ford. Everyone’s a potential ally. hear a “no” to everything. 350 | Levick Strategic Communications Marketing Meditations | 351
  • 178. December 12 December 13P A ay no attention to the man behind lways leave some money on the the curtain. Every success is full of table. Make the client feel good. missteps and mistakes. All you seeis the proud and perfect final magic.352 | Levick Strategic Communications Marketing Meditations | 353
  • 179. December 14 December 15R I emember, your clients have clients. n law, accounting, architecture and They’ll expect the same service levels medicine, failure is a sin. In marketing, from you that they provide their own it’s absolutely essential.clients. How they treat others decisively affectshow they’ll evaluate you.354 | Levick Strategic Communications Marketing Meditations | 355
  • 180. December 16 December 17O S ffer three alternatives, three action ell benefits, not features. Anti-lock points, three benefits. Three is a brakes are a feature. Saving a life magic and powerful number in in an accident is a benefit.religion, in mythology, in business.356 | Levick Strategic Communications Marketing Meditations | 357
  • 181. December 18 December 19A D lways plan to arrive at a meeting on’t say, “I feel…” Say, “I think…” 15 minutes early.358 | Levick Strategic Communications Marketing Meditations | 359
  • 182. December 20 December 21P M ay for lunch. arket like your job doesn’t depend on it.360 | Levick Strategic Communications Marketing Meditations | 361
  • 183. December 22 December 23T W ake clients to concerts or ballgames hen clients or prospects start to because you like them, not because talk, shut up and listen. Even you want to sell to them. Always if you’re in the middle of a sen-try to have a good time when you go out tence, and you might forget your thought,with clients. That’s the point. shut up and listen. If they’re talking, it means they’re engaged, maybe excited, and possibly ready to buy.362 | Levick Strategic Communications Marketing Meditations | 363
  • 184. December 24 December 25M F ost professional services aren’t or God so loved the world that He did sold by cold-calling. But it’s a not send a committee. Marketing is not handy skill to develop. a part-time or volunteer activity and it is not for dilettantes. Marketing by committee is the surest way to kill any effort.364 | Levick Strategic Communications Marketing Meditations | 365
  • 185. December 26 December 27A A ll professions have their limits, ny opportunity to write a book is which mean that all professions worth pursuing. No other writing can learn about marketing from has such authority. The old saw,other professions. Architectural firms can “She wrote the book on it,” is doubly potentlearn from law firms. Accounting firms when she actually did write the book on it!can learn from doctors.366 | Levick Strategic Communications Marketing Meditations | 367
  • 186. December 28 December 29T M hinking differently means that some ajor news organizations throw days you will be all alone. away more press releases than they read. What’s the best way to communicate your news?368 | Levick Strategic Communications Marketing Meditations | 369
  • 187. December 30 December 31B B eethoven wrote five symphonies that e a protagonist to history, not a weren’t as great as the other four. Not spectator. Work to make a difference. everything you do is a masterpiece.Finishing is the first goal.370 | Levick Strategic Communications Marketing Meditations | 371
  • 188. About the Authors Richard S. Levick, Esq., is the president of Levick Strategic Communications, which has spearheaded publicity campaigns for the largest global professional services organizations and handled the media for front-page matters, from Napster and Guantanamo to the Catholic Church controversy and the Rosie magazine lawsuit. Larry Smith is Director of Strategy at Levick Strategic Communications, and an acknowledged marketing and crisis management guru. His other books include Inside/Outside: How Businesses Buy Legal Services and, with Richard Levick, Stop the Presses: The Litigation PR Desk Reference.372 | Levick Strategic Communications