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Persuasive writing checklist

Red Star Kim

Understand their decision-making process. Make an emotional connection – Connect with your reader. Use inclusive language – Remove words and phrases that put people off Reduce – Make it more concise. Make it scannable – Are there sufficient sub-titles and sub-headings? Develop empathy. Conduct an interview?

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Achieve more engagement and buy-in: Relationships, Plan, Expectations, Benefits, Persuasion and Training

Red Star Kim

Building empathy with fee-earners helps us to understand what they expect and any assumptions they may be making about the likely results. Be influential and persuasive Influence is having a vision of the optimum outcome and then, without using force or coercion, motivating people to work together toward making the vision a reality.

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Selling challenges in professional services: Sales processes and skills

Red Star Kim

Nervousness – Shyness, modesty, lack of confidence and fear of failure can make fee-earners reluctant to organise meetings to take the next steps in building a potential client relationship. There is rarely a deep understanding of how disparate and disconnected decision-making units are across such large organisations.

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Context and curiosity drive commerciality and pricing

Red Star Kim

Context and curiosity drive commerciality and pricing By exploring key themes in commerciality and entrepreneurship, we saw why risk management and anticipating return on investment (ROI) is critical when making the business case for marketing investment. Supply and demand underpins pricing decisions for markets and clients.

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How to engage fee-earners in the M&BD planning process?

Red Star Kim

Find ways to make their lives easier and better. They can make it a firm priority to produce M&BD plans. Plan by stealth – Describe planning as something different: Goal-setting, decision-making, prioritising, making strategic choices, directing, choosing, focusing. Make it data-driven. Avoid templates.

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22 tips on being a persuasive writer in professional services

Red Star Kim

Make your content stand out. 0% Cognitive biases/decision-making theory 60% Rational or logical argument 0% Emotions 20% Writing/speaking like a human 20% The benefits (what’s in it for me?) But there were concerns about accuracy, originality, authenticity, style, intellectual property and being up-to-date.

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Be more strategic: Top-down or bottom-up, marketing and sales integration and property marketing

Red Star Kim

However, top-down analysis and decision-making ensures that the various units are working towards the firm’s goals (a “one-firm approach”) and making tough choices between competing interests. And where people have developed their own strategy they are more likely to work towards its successful implementation.

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