Perception vs. Reality
Do your clients see your business the same way you do? In many cases, we proceed under the assumption that our perceptions of ourselves and our firms match those of our clients and prospects. But that is not always the case.
What happens when there is a “disconnect” between our perceptions and those of the client/prospect? From a business perspective, the client/prospect view of our company IS “reality”. When business drops off, there is a shift in client demographics, or marketing/advertising efforts no longer work, it may be time to see if there is a gap between who we perceive ourselves to be and “reality”.
Identifying gaps begins with research. Here are just a few of the things you can review to see if there might be an issue:
• Ask. It sounds simple, but it is not always easy to do this. Many people are reluctant to ask others for what may be an uncomfortable truth. And the clients or former clients may not want to be honest for fear of hurting feelings or burning bridges. A third party source doing the asking helps.
• Get input from your employees – including lower level folks. This must be done by a third-party to ensure confidentiality and promote honest answers. You might also ask your vendors what they hear from others about your firm.
• Analyze. Pull out all the statistical information you have on your business over the past two to five years and look at what the data is telling you. Make sure you factor in trends and external changes.
• Look at your primary competition. Note that this may not be the same group of businesses who were your competitors two years ago.
We can help you find out where you have gaps between your customer’s experience and what you believe you are delivering. vitalink offers competitive and market research, conducts confidential surveys, analyzes your current business focus and presents a strategic marketing plan to move your business forward – making sure that you are on-target and your message is on-point. Contact us to learn more.
Partner Profile: Lawyers Marketing Agency
Over our years in business, we have refined our philosophy and approach to business. We work with clients who buy into 
how we do business, as this the best fit for us and the client.
When we choose a strategic partner, the selection standard is even higher. One such partner is Lawyers Marketing Agency (LMA).
LMA is headed by Lauren Black Currin. I met Lauren several years ago when she was working for Catalyst Group and then
as internal marketing director for Hardison & Associates. Through these working relationships I got to know and respect Lauren.
When Lauren decided to start LMA, I was all in as a partner. Lauren is not only an amazing person who cares deeply about her work and clients, she is also an attorney. LMA is devoted entirely to law firm development and growth. Between Lauren's background as a marketer for law firms, an attorney, and our experience at vitalink working for law firms and associations, our partnership was a natural fit that is providing great value to law firms.
LMA offers a proprietary Strategic Planning Survey, Client Survey, and Brand Evaluation Development Tool - which provide the foundation for our Strategic Plans. We also provide a full range of creative services, media buying, legal books (including ghostwriting services), newsletters, and a custom news program called Spotlight on the Law.
Through the partnership, vitalink has access to experienced resources who understand law firm marketing and strategy; and LMA is able to offer its clients the creative, website, writing, and stragtegic services at which vitalink excels. Watch for more profiles of our partners in future issues.
Raleigh is a little warmer, thanks to all of you
The first annual vitalink coats & blankets drive wrapped up at the beginning of this month with the delivery of over 300 cold weather items and $625 in cash to the Raleigh Rescue Mission. vitalink and our seven partners did a tremendous job and the folks at the Mission were so excited to have our help.
The coats and blankets started coming into the office in early November. vitalink’s Project Director, Mary Ann Grooms, coordinated the drive. Because temperatures were already dropping below the freezing mark, she took the loads of coats 
and blankets to the Mission as they were received so they could be put to use right away.
The largest number of items was collected by the Raleigh News & Observer, followed by the David Allen Company, Inc., and Catalyst Group, Inc. Laurie Woodhouse (pictured at right) from Leone Noble & Seate brought over their donation of 18 coats and $600 in cash!
The complete list of partners is below. We thank them for their generosity and hope to have them all participate in the 2011 vitalink coats & blankets drive!
• The News & Observer
• Ingleside Farm
• David Allen Company
• Catalyst Group
• Leone Noble & Seate
• Fearrington Plastic Surgery
• dermatech aesthetics
Raleigh Rescue Mission was founded in 1959 with the mission of changing the lives of the homeless and near-homeless by ministering to their physical, emotional, and spiritual needs.
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