Jessie Broussard, Chief Marketing Officer of top 50 accounting firm Frazier & Deeter, warns against the use of a phrase that's often a cliché in the marketing lingo of some firms: "trusted advisor."

Holding back answers in a salesy presentation doesn't build authority. Offering value does.

Be wary of dependence on social media for marketing your expertise. Recent news from Paramount and MTV News illustrates why.

Do you really understand the competition? It's invariably not other service providers in your same discipline or industry.

When clients look to hire an attorney, they assume expertise. Their decision is grounded in intangible qualities of the professional.

I’ve interviewed and/or produced enough podcast episodes to hear from over 2,500 guests. At this point, I’m not sure what it is that I...