Independent professionals pay a lot of attention to the mechanics of marketing. They take workshops, read books, and hire consultants to find out how to do the best job they possibly can. When I first start working with a client or student, I often discover that his or her knowledge of marketing techniques is quite good already. What might be lacking is the right kind of marketing attitude.

Do any of the attitudes described below seem familiar? If so, you may be sabotaging your own marketing efforts. Read on for some possible solutions.

1. "I shouldn't have to market."

If you are good enough at what you do, you tell yourself, clients should just come to you. Marketing is for products, not professionals. You have years of training and experience in your specialty, why should you have to spend your precious time on marketing?

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