Get Clients Now! (TM), 3rd Edition

Recipe: Making Advertising Work

There are a number of reasons why advertising is last on the list of marketing strategies for professional services. First, there’s the know-like-and-trust factor. Advertising is not an effective way to gain a prospective client’s trust.

Second, advertising generates leads, not sales. People calling, e-mailing, or visiting your website because they saw an ad will take much more convincing than prospects whom you already know, or are referred to you. They will be more likely to bargain for a lower price, ask for references, or require a written proposal and lengthy sales cycle than will people who know you better.

Third, like any other marketing strategy, advertising must be done repeatedly to have an effect. Ongoing ...