MYTH 1 – ‘MARKETING IS NOT FOR US’ There is a view among many owners of professional service firms that marketing is just not for them. That view seems to stem from one or more of three attitudes: Marketing is beneath us. Our product sells itself. It is just too expensive. I would argue that […]

MYTH 1 – ‘MARKETING IS NOT FOR US’ There is a view among many owners of professional service firms that marketing is just not for them. That view seems to stem from one or more of three attitudes: Marketing is beneath us. Our product sells itself. It is just too expensive. I would argue that there is a view among many professional service providers, often routed in arrogance that marketing is beneath them. Certainly this is not so for real estate agents and advertising agencies and this view is becoming less common among accountants, lawyers and investment bankers. It is however all too common among people in the medical community. I would argue that this view reflects, among other things, a lack of understanding of what marketing is. Marketing is clearly more than advertising or communication. Central to effective marketing is clearly defining the market, understanding that market and developing…