Truth and Lies: Myths in Professional Service Marketing

The problem with myths is that people believe them – and far too often make critical business decisions based on them.

Then when the results don't meet expectations, you're left wondering where you went wrong. Or worse yet, you don't even realize how much better the results could be if your strategic decisions were based on facts.

Every business discipline is plagued by myths and dated concepts – but none so much as Marketing, and particularly Service Marketing, where the rules designed for selling widgets are virtually useless, yet still seem to be among the most popular strategies employed by services firm marketers and leaders.

So when Mike Schultz from Wellesley Hills Group sent us this new paper on the Truth and Lies in Professional Service Marketing, we knew we had to share it with you. This paper identifies the 9 most widespread myths about Service Marketing strategy, lead generation, branding, differentiation, and rainmaking – and sets the record straight so you don't repeat these same mistakes.

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