Be precise, be clear, be specific. Lack of planning too many random efforts. Many entrepreneurs try a little radio, a direct mailing, join a service organization, offer free samples, and then report that they have tried everything and nothing worked . You become identified with your marketing techniques. Too much advertising, too little relationship building.
Advertising works best for tangible products because customers can see the results.
Intangible services are very difficult to advertise and are almost always purchased based on the quality of the relationship. The more people know you, and the more they know about you and your caring, your professionalism and your quality, the more business you will do. You must make a profit in order to continue serving the customer, but service is the key to success. Everything must be focused on that. Having a product or service that fails to produce adequate benefits, or fails to serve as promised.