I asked a new client recently what he had been doing to market his professional services. "Everything," he said. "I've been running pay-per-click ads on the web, I paid a copywriter to write a sales letter, and mailed it to a list of local companies. I have a box ad in the Yellow Pages, I've even been posting flyers around town... and I still have almost no business."

"Ah hah," I replied, "I think we've uncovered your problem. You actually haven't been marketing your business. What you have been doing is advertising."

It's a common mistake for professional service providers to make. You don't have a background in sales and marketing, so when you try to figure out how to promote your business, you copy what you see. You look around at what other businesses are doing, and you see ads everywhere, so you think you'd better have some, too. But what you're seeing is not the whole story.

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