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professional services marketing

Do we need to communicate at all?

Posted by Brad Entwistle on Fri, Mar 11, 2016

Do we need to communicate at all?In a recent podcast, Andrew and I discussed a recent imageseven blog entitled Is your professional services firm missing out on online leads? where we outline the need for firms to plan their communications. The issue came to our attention again when a prospect received 72 communications in one week.

So today we ask, how do we, as a professional services firm, really engage with clients and prospects without bombarding them?

Here's the problem, as soon as we talk communication everyone thinks we're going to talk about the words, pictures or channels used. However, before we even get to that, the question should be, do we need to communicate at all?

In today's environment there is so much communication, but even at half the volume, which is common, we're still receiving 30 or 35 communications per week.

By bombarding people with emails, you will teach them not to pay attention. They simply won't read them and will expect to hear about important information via a different channel. 

That is the biggest problem that we've got with professional services communication. You do not have the right to send an email at the drop of a hat, abusing inboxes.

So, sit down and decide what is going out and when. If something isn't important then perhaps it can wait, or go in your enewsletter. Not everything needs to go right now.

Before you send your next email, put yourself in your client's shoes and ask yourself, is this actually really important? What is the main objective? 

Your primary goal is to own enough of their attention so when you need to speak, you've got the right. You still own that piece of their minds that when you communicate they will listen.

Find out more about how to communicate with your clients and prospects via email, download our free ebook:

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This blog was written by Brad Entwistle

Brad Entwistle is founder and Managing Director of imageseven. For more than 25 years he has led the imageseven team on a crusade to lift schools’ brands and reveal the true value they deliver to students and their families. When he is not working with schools on their marketing strategy, Brad sits on the boards of two national not-for-profits and enjoys looking at antique maps.

 

Topics: Email marketing, imageseven, Communication, Marcom, Professional services marketing, PSM