Selling any type of professional service – from investment management, to forensic accounting or legal representation – involves two very basic requirements: 1. People must understand (the basics on) how you will either solve their problem or add value; and 2. People must trust you, and ideally, they must also like you. Despite these two very simple ingredients for business growth, many professional services firms fail in their marketing efforts to address one or both of those requirements. Or worse yet, they will: 1. Make it exceedingly difficult for people to understand exactly what they do; or 2. Provide no reason for people to trust them or to like them. Some firms even inadv
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