“I’ll Buy Your Violets.”
…But Not From Your Ad
By Bruce W. Marcus
The Marcus Letter
We have a paradox in professional services marketing. It’s called advertising.
On the one hand, the past few years have seen a rash of law and accounting firm advertising. On the other hand, as the economists say, everybody has an opinion about it, most of which is skewed by every possible wrong reason for judging advertising.
And if there is a third hand, it’s that based on my experience in advertising for law and accounting firms, I’m not really sure that most of it it works. I do know with a great certainty that it doesn’t work for professional firms the way it works for products. In fact, I’m not sure that may of the advertising agencies doing some of these ads really understand that difference. And that opinion is from someone – namely me – who has done a lot of successful advertising. There you have another paradox.
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