One of the key issues many new professional services businesses face is how to relay their value proposition to a prospective customer effectively.

In short, you need to do it so that the statement is not about you, your methodology or your credentials but about the results which the other party will realize by working with you.

Sometimes, things get much worse than just being inarticulate. Sometimes, the message you project is so flawed that your counterpart may suspect an onset of split personality disorder in you.

Take a look at the image below. This is a back cover of the phone book, which is probably not inexpensive to advertise on. It is perhaps because of the cost that Mr.Rayner decided to make the most of it. Not only will he take any legal work you may have for him, but will also provide an Elvis impersonator for your aunt’s birthday party.