So many marketing strategies our industry recommends—particularly in health care—include thought leadership as a major promotional channel. There’s nothing like an expert speaking out for a product or service to win support and admirers. Yet ironically enough, marketing firms and agencies typically under-utilize this channel on their own behalf. (Sounds like the shoemaker’s children...
Dear PitchSmarter: My agency’s pitch startup meetings are a disaster! We get bogged down with the team trying to understand the product we’re pitching and its competition, we debate strategy, and we run out of time. Help us! — Dizzy in Delaware Dear Diz: Never forget that what you’re pitching to the client is...
Dear PitchSmarter: When my firm pitches, each presenter creates slides independently, then we meet as a group and walk through all of them. Only then does the deck go to someone to ‘design’ it—which seems to mean harmonizing the type fonts, creating graphs, finding pictures and clip art to decorate the deck, and making...
Even if your title says nothing about business development, part of your job is to help win new business. If your firm already believes this, print this out and hand it to all your new employees. Post it in the lunchroom. And if you need some convincing, read on. Not long ago, a creative...
