… but don’t. What they should know.
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.
There’s a wonderful cartoon in which a guy in a business suit is looking over the shoulder of an artist at his canvas. The caption, spoken by the artist, is “I used to dabble a bit in accounting, too.”
Then there’s the guy who said to me, “If you’re smart enough to be a lawyer, then you’re smart enough to do your own advertising.” To which I replied, “Yes that’s true. You’re also smart enough to be a nuclear physicist – but it doesn’t make you one.”
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There’s the guy who read a book about tightrope walking. He knew everything about tightrope walking – except how to do it.
The point is that while marketing may not be nuclear physics, it does have its craft, its artistry, its techniques, its experiences and its history. And if you’re not within the realm of all those things and more, you don’t know much about marketing. Marketing mythology doesn’t count for much.
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