Good article. I do have a small quibble… Why not use PPC to build your business? If it’s good enough to sell (and it is!) and the ROI is there… why would it not be good to use? Advertising is marketing right?

I think you made my point at the start by saying it was hypocritical… If PPC works for my customers; and I know what I’m doing so that they get a fiercely positive ROI; I think it would be self defeating to not take advantage of that to market my own services.

I get what you’re saying about building your business through word of mouth; however if you want to take that route, you better have your referral process down cold.

And what’s with the prejudice against selling… closing a deal feels great! It’s a part of being human to persuade others. Hearing no? Meh. Next!