"All animals are equal but some animals are more equal than others."
- George Orwell, Animal Farm 1956

Imagine this scenario: you are at a professional services firm that has just come off a fairly good year of growing revenue and profits. You want to continue this growth going into the coming year and have decided you are finally going to take some of these profits and invest in marketing. You have accumulated a list of 1,000 clients, former clients, and prospects to target. Everyone turns to you and asks, "Well, how are we going to invest our hard-earned profits?"

If this sounds agonizingly familiar, you are not alone. Once most professional service firms get past the idea that they are going to invest some money in marketing, they are then faced with the riddle of where and how to spend it.

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