Forecast · The Marketing Podcast for Consultants and Professional Service Firms

What if you could turn a stranger into an interested prospect in just one sentence? What if you could almost instantly make a new prospect curious about what you do? Meet the trigger statement. This simple sentence is designed to tell your target client that you have something they need. In this lesson, I’ll show […]

Are you sending a clear message to your prospects? If your message isn’t getting through, or it’s not converting prospects into clients, chances are it’s not clear enough. The best way to make your message clear, so your prospects will immediately know that you have what they’re looking for, is to wrap it in a […]

Think buyers want what you re selling? Think again. It s tempting to believe that your buyers make purely rational buying decisions. Because then all you’d need to do is make a rational argument that s easy enough. But the truth is your buyers are completely irrational at times. They often buy products and services without any [...]

George Orwell, author of Nineteen Eighty-Four, Animal Farm, and many other works, is one of the most famous and celebrated authors of the 20th century. But what made Orwell such a powerful novelist wasn t his ability to craft gripping prose or tell powerful stories it was his ability to empathize with the characters he [...]

Once you ve conceded that not all clients are equal, the question is which of your current or prospective clients are the best fit for your firm? This is a tough exercise. Because the truth is, there are no ideal clients. There are good clients, great clients, and almost ideal clients. But no client is [...]

As a business owner, you make decisions every single day. Some are big decisions. Some are small decisions. But every decision has an impact on your business one way or another. And there’s no decision that has a greater impact on your business than choosing which customers to serve. In this lesson, we’re going to [...]

Apparently there are nine elements to a business model. That’s right… nine. The number that comes after eight and before ten. I can feel your anxiety on the other side of the screen as you read this. But in my defense, I didn’t make up the rules. Some guy from Switzerland did. While working on [...]

What the heck is a business model anyways? There’s a long answer and a short answer to that question. The long answer can be found in many books and PhD dissertations. The short answer can be summed up into four questions a la Seth Godin. What compelling reason exists for people to give you money? [...]

How much do you think about your business model? If you’re being honest, not much at all. As long as your clients pay their bills and the ship is afloat, “business model design” is unlikely to make it to the top of your agenda. And that’s unfortunate. Because chances are there are some very real [...]

This is Part 3 of our series on the “buyer’s journey”. In this lesson, we’ll look at the third and final stage of the buyer’s journey which is the decision stage. This is where the buyer is finally going to pull the trigger. They’ve picked the service provider that they want to work with. [...]