Tom McMakin believes that selling expert services is different than selling a product. I'm convinced he's right. Marketers of products are generally able to rely on what Doug Hall calls "kitchen logic" to tie features to benefits. Marketers of expert services, on the other hand, must bolster their value propositions by offering opportunities for personal experience and through testimonials. Failing to recognize the differences could be catastrophic in an environment where general brand pedigree may be diminishing in relative importance.

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