There is little debate that marketing and selling professional services is all about building relationships in which you are seen as a trusted advisor. This is done through demonstrating your expertise in a way that builds credibility and trust.

If we can all agree that the building of relationships, trust, and credibility are essential goals of the professional services marketing process, why is that I see time after time professional services marketing campaigns and messages focused around services overviews, capabilities brochures, client lists, methodological overviews, one pagers "about our firm," and other internally-oriented communications. While all this is fine and good, it does not serve the ultimate goal: To establish yourself as an expert and a trusted advisor.

Let's take a direct mail campaign as an example. Imagine two firms who have similar services and are entering a new geographic market:

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