Disney Cruise Lines doesn't just sell cruises. They sell delight. The same is true for professional service providers.

Jessie Broussard, Chief Marketing Officer of top 50 accounting firm Frazier & Deeter, warns against the use of a phrase that's often a cliché in the marketing lingo of some firms: "trusted advisor."

Do you really understand the competition? It's invariably not other service providers in your same discipline or industry.

When clients look to hire an attorney, they assume expertise. Their decision is grounded in intangible qualities of the professional.

A big thanks to  Melanie Johnson  and  Jenn Foster  for inviting me as a guest on the Elite Expert Insider Podcast to discuss my book,...

Book covers are a major determinant of whether potential customers buy the book. There's a lesson for service providers here.