There’s a myth floating around professional services marketing that needs to be put out of its misery.

It goes like this:

“If you just educate your prospects and prove your expertise, they’ll naturally want to work with you.”

Sounds reasonable, right?

Except it’s total nonsense.

See, most professionals think that if they just teach enough, explain enough, and share enough value, clients will come running.

But here’s the problem…

People don’t buy from you because you educated them.

They buy because they trust you to solve their problem.

And trust doesn’t come from dumping information on people—it comes from positioning.

Think about it:

• The best-paid consultants aren’t necessarily the smartest—they’re the best-positioned.
• The highest-earning attorneys and advisors aren’t drowning their prospects in jargon—they’re demonstrating authority in a way that makes prospects want to work with them.
• The professionals with packed calendars aren’t giving away the farm for free—they’re making strategic offers that lead to appointments.

Here’s what to do instead:

Stop treating your marketing like a classroom and start structuring it like a persuasive conversation.

That means:

• Positioning yourself as the go-to expert, not just another option.
• Showing prospects why working with you is the only logical choice.
• Making clear, compelling offers that lead to appointments—not just “helpful content.”

Want to dominate your market? Stop giving away everything for free and start guiding prospects toward decisive action.

Kick butt, make mucho DEEnero!

Dave “Not Your Professor” Dee