Branding advertising campaigns for professional services (Insert firm name here, tagline, “Industry-leading something or other,” phone number and website) exist not because they are part of a larger, well thought out strategy.

They exist because they’re easy.

It takes thought and time and commitment and effort and tough decisions to develop an effective business development strategy that attracts clients by creating value, solving problems and engaging them with relevant content. So much easier just to buy some ad space, throw your name in front of the audience and wait for someone to care. They won’t.

If you aren’t willing to invest the time and energy to connect, why would they?

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