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… but don\u2019t. what they should know.<\/strong><\/p>\n by bruce marcus<\/i> editor\u2019s note: 卡塔尔世界杯常规比赛时间 was privileged to have a long relationship with bruce w. marcus, who was ahead of his time in his thinking and practice in marketing for accounting. we are publishing some of the late expert\u2019s evergreen work, which retains wisdom for the present.<\/i><\/p>\n there\u2019s a wonderful cartoon in which a guy in a business suit is looking over the shoulder of an artist at his canvas. the caption, spoken by the artist, is \u201ci used to dabble a bit in accounting, too.\u201d<\/p>\n then there\u2019s the guy who said to me, \u201cif you\u2019re smart enough to be a lawyer, then you\u2019re smart enough to do your own advertising.\u201d to which i replied, \u201cyes that\u2019s true. you\u2019re also smart enough to be a nuclear physicist \u2013 but it doesn\u2019t make you one.\u201d<\/p>\n more: <\/b>internal communications are underrated<\/a> | manage knowledge as a marketing tool<\/a> | secret marketing formula: get one client at a time<\/a> | marketing a fixed position in a moving world<\/a> | how to build a marketing culture<\/a> | have you planned how to service your new revenue?<\/a> | why is change so hard for firms?<\/a> | why value pricing works<\/a> | why competition matters most<\/a> there\u2019s the guy who read a book about tightrope walking. he knew everything about tightrope walking \u2013 except how to do it.<\/p>\n the point is that while marketing may not be nuclear physics, it does have its craft, its artistry, its techniques, its experiences and its history. and if you\u2019re not within the realm of all those things and more, you don\u2019t know much about marketing. marketing mythology doesn\u2019t count for much. every marketing professional can tell you a story about a client or employer who retained the marketer for the marketer\u2019s expertise, and then drowned him or her with useless second-guessing. a favorite starts with the words, \u201cmy wife says \u2026\u201d<\/p>\n but perhaps the real problem is not the presumption of knowledge where none really exists, it\u2019s in the drive to an unwarranted expectation that leaps over a large mound of reality. every marketer has a story about being hired by a professional who says, \u201cwe\u2019ve been a small firm for 15 years, and now it\u2019s time for us to be a big firm. help us.\u201d followed by a large fee or salary, which, unfortunately, always makes it harder for even the wisest of us to say no.<\/p>\n too bad, because what usually happens is not only acute second-guessing, but entrenched ideas steeped in marketing mythology. your marketer says, from the depths of experience, \u201cthis is what we have to do,\u201d to which the reply is, \u201cbut we\u2019ve never done it that way. let\u2019s do it the way we always have.\u201d the tenure of the marketer in that situation is rarely longer than three months, at which point the client goes out to find another marketer, and the cycle is repeated.<\/p>\n the client, truth told, may think he or she wants to be big \u2013 but doesn\u2019t want to go through the rigors of getting<\/strong> big. don\u2019t dislodge the status quo.<\/p>\n what, then, should clients or employers know about what they don\u2019t know \u2013 in order to really benefit from the knowledgeable, experienced and thoughtful marketer? a lot, but let\u2019s start with \u2026<\/p>\n as a professional, you should have some inkling about how expensive it is to hire marketers whose work you don\u2019t understand or appreciate, only to have a frustrating parting of the ways. it\u2019s even worse when you have a strong feeling that marketing is something you have to do in this competitive environment, but aren\u2019t quite sure about how to hire, much less understand and live with, that peculiar breed of professional services marketers.<\/p>\n and now a word to clients and partners who think they know marketing. unless you\u2019re that rare bird who\u2019s had some successful experience because you have some kind of inborn talent for marketing \u2013 and there are some of you like that \u2013 you don\u2019t know beans. and you won\u2019t know beans until they start teaching marketing in law or accounting schools, which is long overdue. or until you\u2019ve had long experience with a terrific marketer on your staff. but if you don\u2019t have a natural affinity for it, there are things you should know that will result in your competing successfully in this wildly competitive market. or until you hire marketers who know their stuff, and can teach you what you should know.<\/p>\n (a caveat. there is emerging a new kind of professional \u2013 an accountant, a lawyer or a professional firm manager who is of a new generation. this individual is part of the new trend of professionals who are not constrained by the traditions of elitism that segregated the professional from the marketer \u2013 who understands the dynamic of marketing professional services, and, as well, understands that marketing is an essential part of firm management. this new professional is part of the dynamic of the new marketing 3.0.)<\/p>\n you should know, first, that the mechanics of marketing \u2013 the media relations and the writing and the direct mail and seminars and such \u2013 are not marketing. marketing, in the final analysis, is an art form. the mechanics and tools are not the art. and as i\u2019ve often said, when you\u2019re hiring a marketer, don\u2019t look for a mechanic \u2013 look for an artist.<\/p>\n ok, then, how do you hire an artist to do your marketing? even before you talk to your first interviewee, or read your first resume, you need to know this \u2026<\/p>\n any marketing applicant who doesn\u2019t ask these questions \u2013 or questions like these \u2013 is going to be gone in 18 months or less. don\u2019t waste your time or the applicant\u2019s time.<\/p>\n at the same time, it helps to hire the best marketers if you consider \u2026<\/p>\n thinking in terms of the foregoing, and not what you think you know about marketing but probably don\u2019t, will more likely get you an effective marketing operation \u2013 and knowledgeable marketers as well.<\/p>\n why do some firms succeed and grow, empowered by great marketers and marketing programs, and others don\u2019t? start from the beginning of this post and read it through again.<\/p>\n … but don\u2019t. what they should know.<\/strong>
\nprofessional services marketing 3.0<\/i><\/a><\/p>\n
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\nand it\u2019s not just accountants and lawyers who fall prey to the egocentric nonsense that they can do it because, after all, they have graduate degrees. a large number of people in business feel the same way.<\/p>\n\n
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\nby bruce marcus<\/i>
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