We get this question a lot.

It’s a completely legitimate and understandable question. And the old McGraw-Hill ad pasted below answers it beautifully.

The ad is aimed at print advertising specifically, but it applies equally to other awareness-enhancing marketing tools like websites, social media, etc.

This ad quickly and simply explains what your marketing program SHOULD be doing for you. It should be answering all of the crotchety old guy’s questions for you, before you speak with someone from whom you’d like to get business end withsomeone from whom you’d like to get business.

It’s tough to get hired if your targets have never heard of your firm.

Would you put your life savings in an unknown bank?  Or send your child to a no-name hospital?  You might, but it probably wouldn’t be your first choice.

Your marketing should help your target audience understand who you are, what you do, and how you do it better than your skilled competitors. It should help create more opportunities to generate business.

If some audience of buyers feel that you’re a well-regarded, high-quality firm, during face-to-face networking or business-development meetings you can talk about them and their needs. And that, obviously, is a whole lot better than spending the time trying to establish your credibility.

Moreover, this type of brand-building marketing benefits everyone, every single professional, in nearly every rainmaking-oriented interaction. And that’s a pretty efficient way to spend your marketing budget.