For private counselors: You’re marketing all the time

EnvelopeThis is the envelope I got from AAA yesterday.  So, why are they yelling at me?  I've been a AAA customer for 20 years.  Have I not always paid on time? 

People often ask me how we do our marketing at Collegewise, and when they do, they usually want to know about ads, speaking engagements, mailings, and other traditional ways of getting your name out to people.

But it's important to remember that when you're a private counselor, you're marketing all the time.  The way you answer the phone is marketing.  Your outgoing voice mail is marketing.  The tone of your email, the directions to your office, the way you write a to-do list for a student, your out-of-office email reply when you're at a conference, the wording of your invoices, the way you use your materials, whether or not you seem genuinely happy to see people when they arrive for appointments, and yes, what the outside of your envelope says–it's all marketing.

How hard would it be for AAA to do something else?

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