Gini Dietrich

Traditional PR, Alone, Cannot Create Conversions

By: Gini Dietrich | January 7, 2014 | 
96

Traditional PR, Alone, Cannot Create ConversionsBy Gini Dietrich

During the holidays, I read a really interesting article on VentureBeat by Vanessa Camones, the founder of theMIX agency.

Titled, “Startups Can No Longer Rely on Traditional PR,” I thought I’d get all fired up and was ready to defend the industry.

But then…

She began to describe a broken business model that typically is “fixed” by startups with technologically-savvy PR platforms. Some have found a way to quickly disseminate news to journalists without relationships or conversations. A way to get their news out quickly without paying retainers.

Her conclusion that traditional PR, alone, will not save all is wrapped into these three points:

  • Yes men PR firms not adjusting to social media;
  • Tech news releases generally don’t drive conversions; and
  • Startups and their PR firms don’t (generally) value social media and content strategy.

I agree, and…

Yes Men PR Firms

I’m not sure when PR became all about listening to the client, nodding your head, and going off to do their bidding…but it’s been that way my entire career.

But, here’s the deal (and this is something I tell my team all the time): We are the professionals. We are the ones working with journalists and customers and influencers and enthusiasts and critics. We are there on the front lines every, single day. If we already know something the client wants isn’t going to work, it’s our job to speak up.

In many cases, we’ve been lucky with Arment Dietrich clients. We have the power to direct strategy and detail messaging and are empowered to communicate on behalf of our clients as we see fit.

But, with every, single startup client we have had, they all seem to have this idea that we should just do their bidding. It’s quite rampant, actually. They must teach it in startup school.

You are the professional. Even if you have less than five years of experience, you have more expertise on the subject than your client or the big boss.

You do this every, single day.

You don’t have to say yes. It is your job to do what is best for your company or your client…and sometimes that means disagreeing with approach.

It will be hard to do, but it will be worth it.

Tech News Releases

Particularly in the tech world, news releases about new features and benefits and clients added are so rampant – and stuffed with keywords – that Google changed their policy on how they’ll rank them in search results (hint: Not at all).

Another thing they must teach in startup school: Write a news release for everything you do and pitch to every journalist you know.

Even in that very, very small chance a large publication runs with the new feature or benefit, a person may scan the article. And then a very small percentage of those people will go to the website. And an even smaller percentage will actually ask for a demo or sign up for a free trial or download the app.

The lack of conversions will drive you – and your clients or boss – crazy. They’ll keep asking what’s next and you’ll be frustrated the story you got in TechCrunch wasn’t enough.

Rather, help your clients or bosses think about the relationships that will help them convert customers when a story runs. That is where you should be spending your time.

In some cases, it will be with journalists. In others, influencers. And yet others, brand enthusiasts and critics.

Build your list, work your relationships, and for the love of all things grand, don’t send them every news release you’ll inevitably end up writing.

If you are smart and strategic about this, stories that are written or produced will have large conversions and you’ll be a hero.

I can guarantee you right now, your client or boss would much prefer you spend your time there than on writing a news release every day.

Quality over quantity.

Social Media and Content Strategy

We recently won a piece of business and, when I spoke with the new client, he told me we were up against four other large firms. He said it ended up not being a competition because all four other firms regurgitated social media and content strategy they’ve read about on the web, but it was clear they didn’t know how to actually implement.

Our proposal, on the other hand, looked at what the client was doing now, where they could make some changes for quick effect, and what we’d likely recommend for ongoing efforts.

He said, while some of our recommendations were painful to read, we were the only ones who were honest about what needed to change in order to be successful.

The other firms were yes men and told them what they thought they wanted to hear.

A cookie cutter approach, if you will, to the things that evolve so quickly, it’s impossible to execute the same way every time.

This is your competition. The firms out there that have added on social media and content because they have to, but don’t actually understand it beyond building a Facebook page or having a blog.

It might seem like everyone is doing it and you’re just one more person to approach social media and content from a communications perspective, but if our experience is any indication, you’ll shine.

Traditional PR and Conversions

It’s certainly not easy to go against the grain. We’ve had clients who accuse us of not knowing what we’re doing because we push back.

You’re asking them to change their mindset and think less about quantity and more about quality that will actually result in sales.

Even though we all intuitively know numbers don’t matter, it’s hard for clients and bosses to pay for something that takes time. They want to see lots of things happening – news releases written, Facebook fans increasing, videos being produced.

Remember, you are the expert. You do this every, single day. You are talking to human beings daily and you know what resonates. You know whether or not something will work.

Choose your battles. Figure out what is worth fighting for and what is not. In some cases, being a yes man will be okay if only so you can win the next battle.

Change the conversation. Gain some results. Convert some customers.

In those ways, you’ll win.

About Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.

  • DoyleWheeler

    ginidietrich this is exactly the approach to take! It’s a hard battle to win…but it’s possible! Patience wins the race. …Good Morning!

  • ginidietrich

    DoyleWheeler Good morning to you!

  • I think the hardest part of this whole post is “choosing your battles.”  When you are a young firm, struggling to get its feet under it, or a firm like Arment Dietrich, where we’re entering into aggressive growth mode, it is easy to want to say “yes,” do what you are told, and just move on.

    But that doesn’t work for long-term success. What keeps those clients is delivering results and that requires our expertise, creativity, willingness to do things non-traditionally (and perhaps integrate that with some traditional tactics) and a good bit of independent thought.

    It is a tough row to hoe, and somewhere along the way – maybe through books, magazines or school – CEOs and CMOs, especially at start ups, are getting the notion that they should not let go of at least some control – not let the experts utilize their expertise.

    Gini, its not just PR. I’ve heard from friends in other consulting fields of the same phenomena, though not nearly as blatant as in ours.

  • My neck hurts from all the vigorous nodding I did while reading this article. Sharing – internally and externally. Thanks Gini!

  • This is what I am dealing with right now from a marketing stand point. There is a huge disconnect between how we each use social media personally, what agencies and trade pubs tell Brands what to expect (with never any proof what they say works), and what is reality. My reality is sober but also optimistic. It is different. It works. But I can prepare any number of briefs with recommendations, and months, a year later I get asked the same questions, time is lost, and we are at square one.

    Content Marketing is NOT Social Media. Though some networks and blogging are part of content marketing. And the biggest problem I find is that the C Suite really don’t want to be taught. Which is fine….but to take that approach they have to empower. But empowering often means higher billings up front before the proven pay off. Empowering often means using their resources and people to achieve the goals. Without direction from above to those employees and resources they will not listen/obey/help/facilitate.

    This goes to the heart of our discussions. Clients think they just cut a check and magic happens. There is a reason it is called Magic. Because it doesn’t exist in reality.

  • EleanorPiedon’t encourage her. She will start thinking she is always right. And while she might of trained her husband to always agree, there was a blog post in 2012 that she totally was wrong about. I just have to find it.

  • @ginidietrichDoyleWheeleryou must of had the same avatar photographers?

  • I wrote something a couple months back about the fact that the client is NOT always right. I think there’s some entitlement issue where companies and business owners think that agencies and consultants should just do the company’s bidding. But, what good does that do? If you really want to move forward, you must trust that the agency has the expertise to get the job done. And sometimes, that means going against what the client wants.

    I’ve told many clients and prospects this – you probably could do your own taxes or write your own legal documents. But you don’t. You hire the expert to do the job. Hiring a PR or marketing firm is the same thing. You probably could figure it out, but you’re going to get much better results if you trust the expert to do the job.

    I can’t figure out why this happens so much – is it because people don’t trust PR and marketing agencies, or that companies just like to boss people around or that our industry has enabled this “yes, sir” mindset?

  • With your analogy of the cookie cutter approach, I think of all the gingerbread professionals out there and the one size fits all batch approach. Sure they might be tasty at first, but it is the ‘personalized’ design, placement and texture of the icing that will keep them coming back, while the others just end up crumbling or go stale. No two companies needs or objectives are exactly alike, neither should be gingerbread cookies. Of course you always have to expect that a few heads may be lost in the process but as you ‘choose your battles’,  I’d rather cry over a some spilled milk than have my reputation go sour by languishing in the confines of the carton. 

    For some reason I am hungry now.

  • annelizhannan Food metaphors FTW!

  • Man, this one hit close to home. Having previously worked in the startup tech space, I’ve definitely witnessed a distrust (or full-out dismissal) the communications discipline by developers and tech-minded CEOs. They often believe that marketing (erroneously) that marketing is only necessary when you have a less than perfect product or idea. Phooey, I say. 

    The roots of the problem are, IMO, based on a developer/nerd love of meritocracy: if the idea is good enough, you don’t need marketing or advertising. The whole world is going to go bananas based on the brilliance of the idea and they’re going to make buckets and buckets of cash. 

    Sigh.

  • Jill Pollack

    So interesting to see you thinking in terms of “conversations” as that’s how we approach our communications training as well. Every piece of writing is a conversation, a story…not a pitch. I also struggle with the tech world’s love for data. Life would be so much easier if I really could judge success based on clicks.

    Thanks for offering a great conversation to start the new year, Gini.

  • Howie Goldfarb The primary problem IMHO is that both social media marketers and brands/companies have created a false reality by acting as if social media marketing tactics are strategy. 
    Think about it, brands / companies were suddenly told by multitudes of social media “experts” that they could use Facebook to change everything, but it was all measured around tactics that could be blown up and then blown out. 
    “Post all the things” isn’t a strategy. And creating useful/valuable content is not the same thing as distributing it (another problem, “everyone is a publisher” mentality hides the fact that distribution is still important, to jasonkonopinski ‘s point above about idea meritocracy).

  • jenzings

    lauraclickThat’s a really good question. Maybe it’s because some companies only acquiesce to hiring a PR firm when they pressed to, thinking that they *could* do it themselves if they only had the time. So they think they are hiring a pair of hands really, not a brain.

  • jasonkonopinski Bingo. Distribution / marketing / PR are and always will be crucial disciplines. For example “anyone can be a publisher” via search and social media is a problematic underlying assumption because it comes from individual, personal use and assumes the same usage/goals from brands. 
    Also: while startups love to talk about scale, they rarely address it in relation to growth, marketing, PR. I think that’s one of the keys for talking / working with them, is making sure that they understand that marketing and PR need to be scaleable and include a mix of tactics, medium and short term, and a long term strategy.

  • jasonkonopinski And of course that’s where the arrogance / dismissiveness tends to show up as well.

  • lauraclick I’ve often wondered about this myself—why people assume they can do their own PR or writing but they’d never think to do their own lawyering or accounting.

    I think part of it is they go through intense professional training and are certified CPAs and JDs. I know you can get PR accreditation, but it’s just not viewed on the same level.

    But I think the bigger issue is people think that talking and writing is something they do every day so it’s not some special skill that requires a lot of expertise. Also, they feel like nobody will ever know their business as well as they do and make the mistake that that gives them an advantage, when it can actually be a handicap.

  • jasonkonopinski Beta testing a new approach to diet> if I talk about food enough, I won’t need to take action. To date, it has failed. Mind is not working over matter..

  • JoeCardillo jasonkonopinski Drives me insane that startups tend toward the product orientation. You can code all day every day, but if you don’t have a target market, a compelling story and a distinct way of telling it, why would anyone care? Much less, BUY?

  • Love this piece, Gini. Well done!

  • Jill Pollack  Data is great for many things, Jill. It is your friend. You can indeed judge success based on clicks. But they have to be the right clicks. And you have to know what success means to you, specifically, in terms of data and analytics. It can’t be qualified at the expense of real human interactions or relationships that bring business value. Person-to-person is better than persona-to-persona, for certain, but many valuable insights can be gleaned from data. It’s not an either/or situation. It’s a delicate balancing act.

  • Jill Pollack

    Tim! What took you so long to reply(;>

    of course data is helpful and vital. But you tech guys live and breath it whereas we writers tend to think in adjectives….

    Seriously, it’s a big struggle to determine data points for services that are not easily measurable, like face to face interactions like we have at StoryStudio. Would be interesting to hear what Gini measures for PR success. I also consider it my job to keep reminding everyone that the content counts just as much as the clicks.

  • DwayneAlicie JoeCardillo jasonkonopinski SO. MUCH. TRUTH.

  • JohnMTrader

    jasonkonopinski I like what Jason has to say here. I too work in the tech industry and if I had a nickel for every time our CEO thrust me into the news release gauntlet because of a new innovation or idea, I’d be a rich man. I keep trying to explain that everyone and their brother has great innovation and ideas, what journalists want to know is how is your idea and innovation making a difference and who has it helped? That’s the real story.

    Great post GD.

  • JoeCardillo Howie Goldfarb jasonkonopinski How many times have you sat in a meeting and listened to someone talk about the importance of strategy and tactics and wondered if they would ever say what the strategy was and what sort of tactics they would use.

    Many people use those as buzzwords but they don’t understand how to move from buzzwords to execution and they won’t admit it.

    Fear and insecurity drive many business decisions because people don’t want to admit that they don’t know XYZ.

    I have also heard more than a few executives say they could do PR/Marketing because it is just a matter of being able to find time to do some writing.

    Reminds me of people who watch Jeopardy and say they would never forget to buzz in or miss the easy answers.

    Or people like me who know that I won’t drop the ball in the end zone or get called out on strikes because the experts make it look so easy we can’t imagine we couldn’t do it too.

  • ::applause::

    Man. Startups can be so challenging for the reasons you listed. There is this assumption that the PR team is trying to ‘pull the wool over our eyes’ and must be micro-managed. It’s a MAJOR issue of educating the client, as you so beautifully explained. 

    1. No, we do not use wire releases and here’s why.
    2. No, we cannot guarantee specific media outlets will cover your news, no matter how you adjust your retainer.
    3. Yes, we do follow up with media without your reminding us.
    4. Yes, the date media coverage is promised is subject to change.
    5. No, that does not mean the media lied or we made up an opportunity. 
    6. Yes, rest assured that we will rework a date or media opportunity to ensure you get what was promised to you to the best of our ability.
    7.Yes, we are doing everything in our power to build trust with you and represent your brand … let us advocate for you.
    8. No, it is actually not helpful for you to try to micro-manage the job you are paying us to do for you.
    9. Yes, you have to trust us to continue working together. 🙂
    10. Rinse, repeat.

  • Howie Goldfarb EleanorPie I AM ALWAYS RIGHT!!

  • We’re not a PR firm (though that’s Lara’s background) and I feel like you’ve just laid down a challenge for us to think differently than our competitors about how we do business as well. I like it – thanks for that!

  • timfrick Jill Pollack A good shorthand for this is “data informed”, as opposed to “data driven”

  • jasonkonopinski DwayneAlicie JoeCardillo One of the lesser talked about secrets of SV is that the most successful founders and funders have also had someone who’s main thing is marketing (now sometimes called growth hacker). 
    In the build hierarchy, engineer/developer and marketer are the two most important pieces IMHO…..”What is the thing, and how do we share the story of this thing”

  • SpinSucks

    AmyVernon Thanks Amy! ^lp

  • JohnMTrader jasonkonopinski To your point, a startup’s story is crucial not just for gaining users and clients, but also for branding, and VCs/funding

  • jenzings Ooooh! I like how you put it – “hiring hands instead of a brain.” I think for some that’s probably an accurate sentiment.

  • Karen_C_Wilson That makes me happy to hear!

  • KateFinley And 11: It takes longer than two weeks to get results.

  • timfrick Thank you, sir!

  • RobBiesenbach I think some of it is education, but I’m not entirely sure about that either. Think about mechanics – they don’t have advanced certifications, yet, we still trust them to fix our cars.
    I think your point about writing being easy might be right. I think it’s just hard to put a value on strategy and creativity. Photographers likely struggle with this too – everyone has a phone or a camera, so that makes them an expert. But, it takes skill to take GOOD photos. Not everyone can do that. Just like not everyone can develop strategy or write well.

  • Jill Pollack It kind of drives me crazy that my peers mass distribute news releases and call it a day. We are in a human relations business. No one likes spam. It’s ALL about relationships and it begins with a conversation.

    BTW, so sorry to hear about the flooding! That’s a terrible surprise.

  • timfrick Jill Pollack I agree data is great for many things. I would like to be able to measure everything we do because my brain loves numbers. But reputation and brand awareness can’t be measured in numbers. So we look for things such as: How many people asked for a demo after an email was sent or how many people visited the site after a story ran? From there, you can watch those people go through the conversion channel as you create conversation with them.

  • ginidietrich YES.

  • “Choose your battles. Figure out what is worth fighting for and what is not. In some cases, being a yes man will be okay if only so you can win the next battle.”

    If I didn’t learn anything in 2013, it was this. Going into a “team lead/client facing” position truly taught me how, when and what to fight. It is constant and sometimes exhausting to debate about things, but I think not being a “yes” guy has made me a more valuable professional. At least, I hope.

  • The whole “Yes Men” thing drives me nuts. We run into it all the time with video because everyone is an “expert,” right?
    I definitely pick my battles though. I usually only speak up if a client wants something that is going to sabotage the video. A lot of requests don’t hurt the video (nor do they help), but there’s not much sense in fighting them.
    I do have the opposite to your “winning new business” story. We were recently up against three big video companies in a RFP and the client interviewed each of us. I told them what I thought of their previous video (wow… boring) and offered a SUPER creative way to turn dull information into something fun to watch. They even told me how much more creative my ideas were compared to the other companies.
    A week later I got the “we regret to inform you” email.
    Oh well… you win some, you lose some. I’ll put those ideas in my back pocket for an Arment Dietrich client. 🙂
    –Tony Gnau

  • ginidietrich

    ZenYinger LOL!!

  • stevenmcoyle I can guarantee it did. I promise.

  • Jill Pollack

    ginidietrich Jill Pollack This was a great post! You can tell by the amount of commenting. I’m desperate to find good metrics and that’s actually one of our 2014 goals.

    Thanks for the flooding sympathy. We’re running a flash sale today as we had to postpone an event scheduled for tonight and it’s been busy. So maybe we’re makin’ some good lemonade out of it.

  • Data’s a huge goal for me this year. I’m actually quite excited to break through the fog and mystery.

  • Wow, spot-on! I really enjoyed reading that, Gini! 
    I definitely agree with you that a true professional needs to stand their ground. If something is not going to work, it’s not going to work. The client can pout and shout, but as you said, you’re the professional who does this every day, not them. If it was so simple, they wouldn’t have to pay your company at all, right?
    PR professionals are not psychiatrists or shrinks. We’re not meant to be the “Yes Men/ Women.” It’s against our code. We’re not there to make the client feel better about themselves. We’re here to do business. And if the client isn’t tough enough for the “real world” criticism, then they shouldn’t be asking for your services to begin with. 
    And like I’ve said before multiple times on this blog already — quality trumps quantity any day. It’s a shame so many bosses and managers practically choke themselves with this false idea of productivity.

  • JRHalloran You always make me feel better. 😉

  • belllindsay I try!  🙂

  • SpinSucks

    joecardillo Just say NO to YES men! ^lp

  • Gini Dietrich

    Well, I play a lawyer on TV.

  • Laura Petrolino

    I stayed at a holiday inn express last night

  • Arment Dietrich, Inc.

    Ok. I don’t get the Holiday Inn reference.

  • jasonkonopinski Phooey. You’ve been around me too long.

  • annelizhannan This reminds me: Have you seen the cookie cutters that are missing body parts? I kind of love them

  • ginidietrich Pbthhhhhhh.

  • lauraclick I remember that blog post! I think it’s two-fold. Because people talk and write every day, they think they know how to do it (but ask anyone who has been charged to create content…it’s not so easy). And I think our industry has done a poor job of doing its own PR.

  • Howie Goldfarb You’re right – many hire us and think we can work our magic in a silo.

  • JoeCardillo jasonkonopinski DwayneAlicie Aye, I saw it first hand. A promising startup concept that imploded because the CEO (a) couldn’t stop thinking like a developer and (b) all the site/product improvements were focused on making it easier for internal staff vs. enriching the user experience. 

    I had to fight tooth and nail for $200/month in ad budget, because they thought *everything* would come from Reddit.

  • ClayMorgan When I started this business, I was afraid to provide real counsel for fear of losing a client. We had a managing director who used to say, “We need F you money so we can tell them they’re wrong.” Turns out, every time we didn’t stick up for ourselves, we eventually lost the client.

  • belllindsay I’m so proud!

  • T60Productions This is what I call the big firm syndrome…no one has ever been fired for hiring the big firm and failing. But if you take a risk on a small firm and they fail, you get fired.

  • JRHalloran AMEN! I shall sing in your chorus!

  • Laura Petrolino

    Have you all never seen the Holiday Inn Express StaySmart series of commercials? Here’s one: http://www.youtube.com/watch?v=5CgtPlPB1jI&list=TL3Q1cTBECW49OYKUqpXb9YKphpHI6SqE0

  • belllindsay They grow up so fast.

  • Laura Petrolino

    It’s a bunch of people doing things they aren’t skilled at and the catch line is ‘no I”m not a XXX but I did stay in a holiday inn express last night”

  • JRHalloran When are you sending me a guest post, dude? 😉

  • Jill Pollack ginidietrich I like Spam with a fried egg on it.

  • jasonkonopinski I’m swamped with other projects for Brand.com at the moment. But I’ll definitely get one to you soon!  🙂

  • JRHalloran jasonkonopinski So what you’re saying is WE aren’t a priority. I’m personally crushed and dismayed 😉

  • lauraclick I think it is several things. For one, startups in particular have focused on ‘product’, ‘product’, ‘product’ for so long they become entranced by it and how amazing it is. It is hard for them to see the big picture and develop a bunch of ego around it. Likewise this makes it very hard to relinquish control. It’s like handing over your child for someone else to raise…..it’s a hard thing to do.

  • ginidietrich No I haven’t but they would be great for Halloween. I bet they are on Pinterest.

  • Gini Dietrich

    Let her be, Laura. She’s Canadian. She didn’t even know about American Girl.

  • Laura Petrolino

    good point

  • One of the best pieces of advice I had from a former supervisor on the client side, went something like this:  “You’re not here to agree, you’re here to provide counsel and share your expertise. If you’ve done that, you’ve done  your job whether or not the client follows your advice.” So true.

  • EdenSpodek It IS true. I say that to my team, too. We are the professionals. We do this every day. We know what will work.

  • KateFinley  I want to fame that and hang it on a wall…..(and I’m not even in the business)..yet.

  • kanya632

    Sweet article, Gini! It can be quite intimidating to tell clients or management
    who knows best. But I feel it all boils down to educating them. One of the many
    reasons why I love working at a start-up is the open-mindedness of the environment.
    As you mentioned, the boss initially wanted to see me do a million things simultaneously,
    like pitching to the media without forming relationships, sending out news
    releases to hundreds of publications, etc. But after I sat down with him
    (nervously, I may add!) and explained how PR works nowadays and the timeframe
    needed to achieve results, he was very receptive! This gave me the confidence I
    needed to do the same with my clients. Win-win!

  • Enjoyed the post, Gini – I read it through “technology consultant” glasses because I’ve preached the same thing. We are not heads-down contractors simply saying “yes sir/ma’am” and blindly doing our client’s bidding. We are consultants. We are hired for our expertise! We need to consult, to counsel with great tact, to provide the best possible outcomes for our clients.

    I’m also big on not regurgitating what every other products/services company is going to say. Otherwise, we are all delivering the same message where the only differentiator is price. We need to show value and a willingness to “listen first” vs fit their square peg problem into our round hole solutions.

  • LauraPetrolinojasonkonopinskiHaha, aw no! Now, you’re breaking my heart.  🙁

  • kanya632 Two things: I love that you sat down with him, even though you were really nervous. And I love that he was receptive to hearing you.

  • ginidietrich

    clippPR Si, si!

  • ginidietrich

    dbreakenridge Thanks, love!

  • ginidietrich

    AirPR xoxo

  • ginidietrich

    katrinakaye Thanks, Katrina!

  • ginidietrich

    approaching_joy Thanks, Paige!

  • katrinakaye

    ginidietrich No problem, good post as usual!

  • dbreakenridge

    ginidietrich Thank you for your terrific insights. Let’s make a point to connect IRL in 2014 🙂

  • kadeeirene

    Hi Gini – I loved this post and often come to your blog because I think you do such a great job at marrying SEO & PR when it comes to campaigns, measuring, etc. Something that is largely missing in both industries. At our agency (SEO) we too run into clients looking for quick results and not buying into the longer term initiatives which leaves several projects painfully abandoned either mid-way through or worse, before we even have a chance to launch. 

    I’m curious if you have any examples of proposals (or how you create them) based on each individual client – like what do you look at, how do you make recommendations, etc. 

    I know you said there are some quick changes that they can make to take effect quickly (which I understand) but I’d be interested to see what you include in a proposal that helps your clients understand that longer term strategies will be beneficial down the road. 

    I know that’s a lot to ask but wanted to in case it inspired a blog post or you could point me to a sample one you used in a blog post in the past. 

    Thanks, Gini!

    Kadee

  • dbvickery Yes, yes. Otherwise our brains become commodities and that’s not good for anyone.

  • ejconews

    bernsteincrisis JRHalloran ginidietrich more than alternative, it seems also a bit risky…

  • ginidietrich

    dbreakenridge We have to, have to

  • jenzings lauraclick “hands instead of a brain” – perfect! We see that all the time. So how do you fight that notion?

  • kadeeirene Hi Kadee! We actually don’t talk about our proposal process because (in my experience) it’s so different than what our competitors do. I’m pretty open about most things, but the proposal process and our financials remain proprietary information.

    That said, being in the business you’re in, I can venture to guess just a simple look at source code on a prospect’s website would give you quite a lot of things to recommend initially that prove your know your stuff.

  • ginidietrich

    JamieMAnderson Thanks, Jamie!

  • LadyLeoLion

    comms2point0 (or be a woman in brackets…) Still a good article though 🙂

286 Shares
Tweet166
Buffer
Share53
Share22
+141
Pin4
[postmatic_subscribe_widget]
[postmatic_subscribe_widget]