Unlocking the Secrets to Premium Pricing in Professional Services

In this episode of the Duct Tape Marketing Podcast, I uncover the intricate world of pricing for professional services. Pricing in the realm of professional services can often feel like a nebulous task, as unlike tangible products, services are intangible and the value they provide can vary greatly from client to client. Join me as we explore the secrets to unlocking premium pricing in professional services by crafting messages that sell solutions, not services. In this episode, you’ll learn: 1. The importance of messaging: Before even considering pricing, it’s crucial to nail down your messaging. Communicating the problem your services solve and how you uniquely understand your clients‘ challenges is the first step towards charging a premium. 2. Differentiation is key: Standing out in a ...

Enhance Your Website’s Visibility and Dominate Your Competition With These Powerful Techniques

Opinions expressed by Entrepreneur contributors are their own. Have you ever found that despite putting hours of effort into your content and link-building initiatives, you still need help to rank for your targeted keywords? It may be time to revisit the topic of search intent.Search intent is one of the most important aspects to consider whenever you're trying to optimize your on-page content, carry out effective link-building, or do anything else related to SEO.Let's take a closer look at search intent's role in SEO and how you can use it for more effective link-building strategies.Related: 5 Simple SEO Methods That Produce Major Traffic for Small BusinessesTypes of search intentGoogle has dominated the search market over the years because it's the best at serving its users ...

How to Make PR Campaigns Customer-Focused Instead of Company-Focused

Opinions expressed by Entrepreneur contributors are their own. When I started out as a marketer of both people and places, I'd learn as much as I could about my clients and then create collateral that presented them in their best possible light — relaying how educated and experienced someone was, broadcasting loud and clear how financially successful a business had been, how they dominated their market share.Nowadays, however, the very floor upon which I built my career and my business has been renovated. Nowadays, the public isn't so interested in hearing about what makes a company better than its competitors; their ears and eyes are more attuned to what the company can do to make their own lives better.In other words, instead of a professional ...

Why AI-Forward Communication is the Future of Public Relations

Opinions expressed by Entrepreneur contributors are their own. The landscape of public relations is transforming as profoundly as the digital revolution that preceded it. At the forefront of this change is AI-Forward Communications (AIFC), a concept that heralds a new era in the way PR professionals develop strategies, create content and engage with their audiences. AIFC is not merely a trend but a fundamental shift, embedding artificial intelligence at the core of public relations to enhance, automate, and innovate the industry's traditional practices.A transformation in the practice of public relationsAIFC marks a transformative shift from traditional PR methodologies by integrating AI to unlock unprecedented strategic sophistication and operational efficiency. This innovative approach equips PR professionals with the tools for predictive analytics, advanced data processing, and ...

5 Vital Influencer Marketing Metrics You Should Know

Opinions expressed by Entrepreneur contributors are their own. Influencer marketing has been characterized as the fastest-growing form of the modern generation of advertising. The Statista report of last year showed that the influencer marketing industry was worth just $1.7 billion in 2016. It hit $16.4 billion in 2022 and is expected to increase by another $5 billion this year. This exponential growth demonstrates the health of the entire industry.However, when it comes to influencer marketing, there are a series of metrics that a business needs to take into account and track on a regular basis. These essential key performance indicators help brands and companies evaluate the effectiveness of digital campaigns so that they can optimize current working approaches and business processes.Influencer marketing metrics are measurable ...

Navigating the Challenges of Scaling

The Duct Tape Marketing Podcast with John Jantsch In this episode of the Duct Tape Marketing Podcast, I interviewed Jason, the CEO of ActiveCampaign, a leading platform for intelligent marketing automation. A lifelong entrepreneur, Jason has been named to Crain’s Chicago Business 40 Under 40 list and was named EY’s Entrepreneur of the Year Midwest. He is a member of the Young Presidents’ Organization (YPO) and The Economic Club of Chicago. Jason also serves on the board of the Future Founders Foundation, a Chicago-based organization that empowers the next generation of business leaders and entrepreneurs. He is also a regular contributor to Fast Company and Forbes. Having founded ActiveCampaign as a means to fund his education, Jason pursued a degree in fine arts until shifting ...