The sales and marketing meeting had just begun when the CEO introduced me. He stated that he and his team had been struggling to come up with the right copy for an ad campaign and they hoped I could help.

I began with a series of questions:

• "What are the top five points of pain your market is struggling with?" A few thoughts were put forth but without conviction.
  
  
• "What are the desired win-results¹ of your target decision-makers?" Silence.
  
  
• "Why should decision-makers choose your firm versus a competitor?" Head scratching and fingers drumming on the table.

This scenario is all too common. Many professional services (PS) executives believe in the term "demand creation," which often translates as "ad campaign." It is often at the juncture of defining what to say in an ad campaign that the root of the problem becomes exposed.

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