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Page 44 JUNE 2018 | RETAILERS FORUM MAGAZINE

forumworkshop

When co-author Henry DeVries began to work

for a public relations agency, he wondered why

the firm was so successful. It was one of the

largest independent public relations agencies

in America. When Henry asked the president

why they won so many new clients, he was

told, "We do very good work. New business

just keeps landing on our doorstep."

On the surface, this makes a lot of sense. Even

the Bible's Book of Proverbs says, "Have you

seen a man skillful in his work? Before kings is

where he will station himself." But doing a

great job will take you only so far. There is no

reliable source of information about who is the

best attorney, accountant, architect, and so on.

The best are not always in demand. People

don't clamor for their services.

Word-of-mouth advertising, which

we are told is

the best way to promote

your business, is very

logical. It explains things.

But it's just not true. For

years, Hershey's executives bragged

that wordof-mouth

was the only

marketing they needed to

sell chocolate bars, until they noticed how fast

Hershey's was losing customers and market

share. Neither great chocolate, nor great work

alone, will do it. There is no Professional Services

Zeus who sends new clients to the

doorsteps of those who are good and thunderbolts to

the behinds of those who aren't. Let's

eliminate this myth once and for all.

FORUM WORKSHOP

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