Promise Statement

Many companies have brand statements that are ineffective. This video introduces what a Promise Statement is and how to create one. Transcript Hi, everybody. My name is Andrew Schiestel and today’s conversation is about how to create an effective brand statement for your company. A brand statement on a website is better than no statement at all. However, a Promise Statement is better than a brand statement on average. So, if a promise statement is better than the average brand statement, let’s talk about what a promise statement is. There’s five key features to a promise statement. They are: the statement is eight words or less; it’s client-centric; it’s benefits-oriented; it uses assertive words, not passive; it doesn’t have the company’s name in the statement. Those are the five. So, let’s unpack each of these with a bit more detail….
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4-Country Study: How Lawyers Use LinkedIn (2018)

Table of Contents: 1. Findings in Text 2. Interesting Findings. 3. Law Firms Selected. 4. Terms of Reference. Findings in Text: The number of lawyers in the study were 240. The breakdown of lawyers between gender and position include: Female / Associates – 60 Female / Partners – 60 Male / Associates – 60 Male / Partners – 60 Total lawyers on LinkedIn were 240. The percentage of lawyers who use LinkedIn is 88%. The percentage of lawyers on LinkedIn per position is: Partners – 91% Associates – 85% The percentage of lawyers on LinkedIn based on gender is: Male – 89% Female – 87% The average connections based on position are: Partners – 487 Associates – 389 The average connections based on gender are: Female – 440 Male – 439 The lawyer with the highest connections was: Scott Hay-Bartlem,…
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Above The Fold

In this video, five elements are shared to put above the fold of professional services and B2B product company websites to enhance brand impact and increase leads.   Transcript: Okay. Hello everybody. My name is Andrew Schiestel. And today’s conversation is useful if you have a B2B products website or a professional services website, and you’re looking to obtain a bigger brand impact and more leads from that website. The topic is what to put above the fold on your website. For those that are unfamiliar with what above the fold as a term is, it comes from the newspaper world. So, you would have newspapers, and they’re typically long. And they typically get folded. So, if this was a newspaper [Schiestel picks up a notebook], it gets folded. And that’s the fold. Publishers typically want to put the most…
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Better Service Pages

An observation was made when reviewing 20 random professional services websites: 35% had elements that are known to build third-party credibility on the homepages, yet on the service pages, this inclusion precipitously dropped to 15%. Here’s a 5-minute video explaining the observation and what to change about your service pages to generate more leads.   Transcript: Hello everybody. My name is Andrew Schiestel. The theme for the conversation today is—and it’s a statement—don’t give up on your services page. I’m doing a lot of research right now on different professional services companies—so, lawyers, accountants, mortgage brokers, Realtors, engineers, architects, etc., etc., financial planners. The list goes on. So, I’m doing a whole bunch of different research projects. There was an interesting observation that I made today that I want to share with you, because it might make a difference in…
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The Ultimate SEO Blogging Guide For A Salesperson

Introduction This article is written for two types of companies and two types of roles. First, its written for: B2B companies (that sell a product); and, professional services companies (that sell a service). Second, the type of role its written for is a salesperson or marketing professional that blogs or is intending to. Why is this guide written for a salesperson? A salesperson doesn’t historically blog. Why this article brings the role into the fold though is for a few reasons, at least two of which are primary. First, some B2B companies don’t have marketing personnel, but they have at least a sales person (even if it’s the owner). Second, at professional services companies, marketing people are responsible for a plethora of responsibilities: coordinating events, lead database management, interchanging with external vendors, etc., but it’s the actual professional service practitioners…
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More Returned Voicemails

In this 7-minute video I share two things that can be changed about how you leave voicemails to increase the amount that are returned; and one other sales-thought to think about.     Transcript: Hey there, This is Andrew Schiestel, and I want to chat with you today about how to leave voicemails that, when leaving them, you’re going to increase dramatically the amount of return calls that you get. Obviously, that’s an important element of sales, because if you can have more people return your calls, and if you create ample phone calls in a given year, you’re going to make more money. It’s an important topic. For this conversation, distinguish a couple things. I’m not speaking about when leaving voicemails in a cold setting, so like, a cold call. I’m also not speaking about leaving voicemails with someone…
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4-Country Study: How Lawyers Use LinkedIn (2017)

Social media marketing has become prominently used by lawyers to build a firm’s and personal brand’s identity. The world’s most popular professional social network, LinkedIn, lets lawyers do a number of things: Connect with prospective and current clients; Keep their biographies/resumes up to date; Publish and curate thought-leading articles; and, To engage with others, digitally. As a lawyer, have you ever wondered how you fare versus other lawyers on LinkedIn? Or are you curious about how the industry is using LinkedIn for digital selling? In 2017, we took on the task of historically documenting how lawyers use LinkedIn. What follows is an infographic that represents the findings. For further research and readings, what follows are: 1. The study findings in text. 2. Interesting observations. 3. Some terms of references that guided decisions by the researches. The study findings in text:…
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Setup Google Analytics To Know What Companies Visit Your Website

Setup Google Analytics To Know What Companies Visit Your Website

A while back I made a $67,080 sale with the help of an under-utilized feature in Google Analytics that displays companies that have visited your website. There doesn’t seem to be one universal name for this feature yet. It could be called ‘Service Provider’ filtering and has also been called Reverse IP by some. For the sake of this article, I’ll reference this feature as Reverse IP. Using Reverse IP allows you to see many, if not most of the companies that come to your website right inside Google Analytics. Its helpful for a number of reasons: You or your sales team can call the companies that are in your target audience, You can learn what types of services your prospects are interested in by observing what page they landed on, You can learn how your marketing is working by observing what ‘Medium’ and…
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