Think of reputation-building and name recognition as pre-selling.
By Bruce Marcus
Professional Services Marketing 3.0
EDITOR’S NOTE: CPA Trendlines was privileged to have a long relationship with Bruce W. Marcus, who was ahead of his time in his thinking and practice in marketing for accounting. We are publishing some of the late expert’s evergreen work, which retains wisdom for the present.
Here’s a little secret about professional services marketing.
It always comes down to selling the individual clients – one by one.
MORE: Everyone in Your Firm Is Marketing | Let’s Lose the Word ‘Image’ | The Risk In Not Understanding Risk | What Your Marketing Program Can and Can’t Do | Nine Reasons That Prospects Say Yes | How Marketing Evolved to 3.0
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You can talk about strategies, and image, and niche marketing and branding. You can talk about articles, and brochures, and media releases and seminars. But it always comes down to selling the individual clients – one by one.
Well … if you’re going to have to do that anyway, why not start with target marketing to begin with?
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