When I work with service providers and businesses in general, they tend to struggle with one thing above all else: talking about themselves and their product/service. What ends up happening is that what you think is important to include in your messaging/marketing can be very different from what your ideal client/customer wants to know before working with you.

The more we work with clients, the more clear we become on what they struggle with and what they need. But the more knee-deep we are in our client work, the harder it is to take a breath and look around at the big picture.