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Here’s What Should Be Keeping You Up At Night

Here’s an actual email1 I received from a consulting client at the Center for Practice Management.

Dear Erik,

I think it is time for me to ramp up my firm’s online marketing efforts, but nothing I’ve done so far seems to work. It’s almost frustrating enough to make me miss the Yellow Pages.

Sincerely,

Sleepless in Search Engine Land2

And my reply3.

Dear Sleepless,

I’m sorry to hear about your frustration with online marketing. The place I would start with this is thinking about what keeps your clients up at night. To get your gears turning, here’s a list of things that keeps me up at night:

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