So much of the advice out there (my past advice included!) about small consultancies doing marketing assumes direct response marketing without really questioning or calling out the assumption.
|Sep 26||Subscriber's post|| 1|
If brand marketing is hard, why should consultants do it? Don't we have enough to deal with? Why should we do the hard version of marketing instead of the easier version?
Well, eventually direct response marketing will contradict the kind of market positions (reputation) we are trying to build. It will create a tension that some prospects just won't be a…