As a professional communicator, I should have no problem explaining the difference between marketing products and services. And yet, I struggle with it every time I encounter a prospective client who expects the phone to ring off the hook with new business if he hires me.
You only need a lawyer when you need a lawyer. You only need a doctor when you need a doctor. You only need an architect when you need an architect. I cannot create the situations, I can only work to build name recognition, reputation, and illustrate differences – all within the confines of the rules and guidelines of professional ethics.
Bruce Marcus shares his thoughts in this article, Professional Services Marketing — What Works and What Doesn’t, where he makes clear distinctions between marketing lawyers and toothpaste.
I’ll be sending this link to the next potential client with unreasonable expectations.