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Your Strengths May Not Be Sufficient

Your Strengths May Not Be Sufficient

By Jeremy Miller
Your firm's strengths may not be enough to differentiate your brand. Strengths are table stakes. They are simply required to be in the game, and compete in your industry. Differentiation originates out of one identifiable strength.
Matcom Group: Hassle Free Performance

Matcom Group: Hassle Free Performance

By Jeremy Miller
Companies choose Matcom, because the service is "hassle free." They stand out in a commoditized sector by creating turnkey solutions. Not all companies value this level of service, but the ones who do love it. There is a real value in reducing the time and resource constraints on your internal team, and delegating non-core competencies. It is liberating to know someone else will get the project done while you focus on satisfying your own clients.
When everyone looks the same, who do you refer?

When everyone looks the same, who do you refer?

By Jeremy Miller
What separates one accountant from the next? Not much, they all deliver similar services. The same is true for lawyers, insurance brokers and financial advisors. When everyone looks the same it's hard to make a referral. Relationships are not enough to differentiate your brand.
Quarry: Positioning Drives Sales Velocity

Quarry: Positioning Drives Sales Velocity

By Jeremy Miller
When you get your positioning right your sales funnel accelerates. Quarry Integrated Marketing has their positioning dialed. It's clear and concise, and it allows their clients to self-select if they're a fit. It makes their brand more findable, referable, memorable and desirable.
Avoid The Soft Squishy Middle

Avoid The Soft Squishy Middle

By Jeremy Miller
Competing in the middle is a challenge. You don’t have the economies of scale of the big brands, and you don’t have the nimbleness and low overhead of the small players. The middle has the worst aspects of both worlds.
Muldoon’s Coffee: Cultivating Adoring Customers

Muldoon’s Coffee: Cultivating Adoring Customers

By Jeremy Miller
The hallmark of a sticky brand is adoring customers. The challenge is standing out, and delivering an outstanding experience. Good does not garner adoring customers. Good is average, and average isn’t worth bragging about.
Differentiating When Everyone Is The Same

Differentiating When Everyone Is The Same

By Jeremy Miller
Instead of trying to offer unique services in a commoditized market, create a unique experience. Differentiate on your firm’s personality, values or interests.
Brand Strategy: Stick To Your Knitting

Brand Strategy: Stick To Your Knitting

By Jeremy Miller
Customers aren't always looking for unique and different services, especially when it comes to professional services. Often they just want the best. Stick to your knitting, and stand out as the best in your industry.
Two Stages of Demand Generation

Two Stages of Demand Generation

By Jeremy Miller
Generating leads for your business has two fundamental components: attraction and engagement. Each on its own is not enough. You’ve got to put them together in creative ways to make your brand more findable, referable, memorable and desirable.
Vertizontal Marketing: The Halo Effect of Niching

Vertizontal Marketing: The Halo Effect of Niching

By Jeremy Miller
A vertizontal strategy combines specializing in a specific niche—the vertical—while still taking on general clients—the horizontal. This approach is highly effective for professional services firms operating in regulated environments like accounting, legal, insurance or financial services.
2 Strategies To Market Commoditized Services

2 Strategies To Market Commoditized Services

By Jeremy Miller
Professional services firms are under exceeding pressure to stand out and compete. For example what differentiates ...

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Jeremy Miller

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