Marketing Tactics for Professional Services How to Make Direct Mail Work for Professional Services Avoid Cattle-Call Marketing if You Want to Attract Clients How to Attract Prospects Who Are Hungry for Your Services

It happens sometimes. A clever ad falls flat. A marketing program that would get an "A" in most MBA programs produces yawns for a law or accounting firm. A direct mail letter to a well-thought-out target audience lands with the thud of huge silence. Why?

Because the differences between marketing a product and marketing a professional service are wide and profound. Because professionals rarely understand that, unlike other areas of marketing, services marketing requires that lawyers and accountants actively participate in the process. In product marketing the people who make the product are generally isolated from the marketing process, but lawyers and accountants must be deeply involved in their marketing.

This doesn't mean that the professionals must be qualified marketers – it takes more than understanding the mechanics, it takes experience and practice and knowing what works and what doesn't. But with a little effort, and with the help of a professional marketer who understands professional services, lawyers and accountants can become sufficiently comfortable with the mechanics and strategy to be helpful to the marketing program. Professional services marketing demands that the professionals supply the grist for the marketing mill. It requires, as well, an understanding of the differences between marketing a product and marketing a professional service.

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