In the Introduction, you learned the first secret of successful professional services marketing: Choose a set of simple, effective things to do, and do them consistently. Here is the second secret: Marketing a service business is not the same as marketing a product. Products are tangible; you can see them, touch them, maybe even taste them before you buy. Services are intangible. You can’t see them until they are demonstrated. They can’t be touched or tasted. Because a service is intangible, until it is performed for you, you have no idea how it will turn out, whether you will like it, or whether it will work for your problem, situation, or opportunity.

Therefore, when clients purchase a service for the first time, ...

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