ASK ANY OF your clients why they appointed you. Chances are you will hear words like understanding, trust, compatibility, rapport. The words you probably will not hear are the ones related to your marketing efforts - advertising, website, public relations, press release, newsletters, or seminars. In professional services, clients buy individuals. People buy people. This doesn’t mean that marketing is not important. Quite the contrary, it has a very important role. But this role needs to be clearly defined. Marketing is not about selling your service; it’s about motivating the clients to want to meet with you.