The first rule of salesmanship, we have been told repeatedly, is to promote features and benefits. That may work well for tangible items – like pencils or time-shares – but defining features for a service is like trying to drive a nail through a cloud. And frankly, unless our service is truly new or unique, our benefits are a shared commodity among competitors. Does one law or accounting firm really offer a benefit that differs from those offered by any other law or accounting firm?

But...you may have a way of thinking, acting and communicating that makes a meaningful difference in the outcomes and in the quality of the client relationship. While these intangibles may be difficult to see, they can be experienced.

Your marketing, then, should focus on the quality of the client experience – your habits of mind and behaviors that make the way you provide your service a more rewarding option for your clients.

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