Marketing | Evan Horowitz Advising

How to Upgrade Your Clients

A lot of people approach me because they want better clients than the ones they’re getting normally. Typically that means bigger clients, higher-paying projects. Or nicer clients, who treat you well. Clients that are totally aligned with the work you love to do. Guess what …

What to Do When Prospects Don’t Understand Your Product or Service

Do you ever struggle to get potential clients to see how much you could help them? I work with companies that do amazing work, and most of them face this communication challenge. As a result they’re not closing as much business as they’d like, and …

7 Keys to a Website that Attracts Clients

These days, customers inevitably visit your website before deciding whether to buy from you. So how do you optimize your site to attract clients? The good news is you don’t need a lot of bells & whistles, you don’t need beautiful graphic design (although it’s …

Why Your Latest Service Idea Isn’t Selling

I recently worked with a consulting firm that wanted to reach new types of clients. They built some new service packages to target these clients, but clients weren’t biting.

3 Keys to Sell a Big or Complex Project

An IT company I work with was struggling to close clients for its network overhaul service. Prospective clients kept disappearing–sometimes they’d explicitly balk at the price tag, other times they’d just stop responding to calls and emails. It was especially frustrating because they could tell …

Dealing with Cheap Alternatives to Hiring You

I recently advised a lawyer who was exasperated from a conversation with a potential client. “This guy kept comparing us to Legal Zoom!” he told me. “How can he compare the customized service of our highly-skilled legal team to a one-size-fits-all template downloaded from a …

Using Speaking to Find New Clients

When I started my business, getting new clients was a time-consuming, manual process. Hours and days and weeks went into networking events, coffee chats, and often-fruitless marketing.

How to Turn an Ending Project into New Business

When a client engagement ends, it’s often bittersweet. It’s great to have another happy customer appreciating your work. But it’s also sad, because the revenue ends. Most business owners don’t realize there are ways to turn this sad event into new business.

Building Partnerships that Generate Referrals

As I’ve been planning my wedding, I’ve been so impressed by the wedding industry’s savvy at giving and receiving referrals. Planning the wedding has been very stressful. (Shocking, I know.) Fortunately, one of the simpler parts has been finding reputable vendors. Even though we will end up using about a dozen different vendors, I’m confident we’ll have great ones.

Five Common Newsletter Mistakes

How many email newsletters do you receive every day? Most of us get quite a few. So how do you make sure yours stands out? Many people have said to me, “Evan, yours is the only newsletter I actually read.” I take this as quite …

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