I believe that “Being your own brand, is what I call a fedex moment. Absolutely, positively, must be there, for survival in today’s new market reality. This is your lynch pin for achieving the success you deserve, in your chosen professional services practice.
We all know - at least intellectually - that marketing is essential if we want to grow a prosperous law or other service oriented business. And yet, a number of things get in the way... and often derail our best intentions when it comes to marketing.
One thing that gets in the way is the idea that "we shouldn't have to market." We confuse marketing with the dreaded word “selling”. We’re a profession! And an honorable one at that! Professionals shouldn't have to market... in fact it feels a bit cheesy (and unprofessional) to be marketing... But the (sad) truth is, lawyers and the like are subject to the rules of the marketplace.
For good or for bad, whether we like it or not, we have to market - especially if we want to do do the work we want to do, and make the money we deserve.
It is a safe bet that anyone who feels that marketing is selling simply does not understand marketing. Marketing and sales are so often used interchangeably as to appear synonymous. Nothing could further from the truth.
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