Can clients see any clear difference between your firm and the competition? If not, can we blame clients for making selection decisions based on fee? As professional service firms emerge from the Great Recession, the need is more acute than ever to show how our firm, people, process or personality is distinctive, and why that distinction matters in the marketplace. Today with so much rapid change taking place among service providers and clients, the true differences between competing firms are lost on audiences able to see only that we look, talk and sell in the same ways. Using a hands-on workshop format, communications and PR consultant Michael Reilly will show how to recognize and articulate your distinctive message. Specific examples of effective differentiation campaigns will be shown and discussed.

Suggestions for translating your message using social media, inbound marketing and effective storytelling will be provided. A working small-group session, teaming attendees with non-competing colleagues, will provide an instructive opportunity to test and advance the foundation of a new and distinctive message.

SMPS Boston is sponsoring this program at ArchitectureBoston Expo 2012.