Marketing professional services is different than marketing a product. While a car manufacturer can show test results that prove a car gets 40 mpg, it is difficult to substantiate that you can write a better brief than your competitor down the block. So how do you stand out from the pack? One consultant suggests that you shouldn’t even try. Rather, the focus of your marketing efforts should be demonstrating your expertise in particular areas. This article will have a part II. Maybe the author will give some more specific suggestions in part II. In the meantime, I have some suggestions. If you want to demonstrate that you have expertise, write articles, publish and take leadership positions in the appropriate bar association committee.