In building a business that provides personal or professional services, most people face a major challenge
when it comes to marketing.
Two factors contribute to this
The first is a lack of marketing
training and know-how.
educational or certification programs include useful information and
instruction in marketing or generating new business. As good as many service-providers are at
helping clients, a very small minority are equally skilled at attracting new
Fortunately, there is a wealth of
helpful information online to help fill this vacuum.
For example, check out
these books or this website. Each offers
useful information to newcomers to marketing and marketing veterans alike.
The second factor is the inner
critic that doesn't like marketing.
This inner voice tells many
service-providers that marketing is for “businesses … not professionals”.
It's difficult to identify the
root cause of this belief.
Maybe it's the distaste that many people feel about
the stereotypical image of pushy, obnoxious sales people. Perhaps it's an aversion to the mistaken
belief that marketing services is little more than shameless self-promotion. It might even be concern over what other
people might think about a service-provider engaged in marketing.
Regardless of the cause, this
inner negative messaging about marketing is more harmful than helpful.
It reinforces the anti-marketing
sentiment of those individuals who prefer to help clients to looking for new
Invariably, this aversion to
marketing becomes a serious obstacle to ongoing, sustainable success.
The good news is that this
obstacle can be overcome … notwithstanding any preconceived negative attitudes