I just finished with an attorney/client who's too busy to be an Internet guru.  The firm just needs enough information to make an intelligent decision about their marketing strategy. 

That gave me an idea for a blog post.

Know your audience and know their needs.  This particular client didn't need a thesis re. SEO or website/blog marketing; they just needed the simplest, most clear explanation of why they need such and such a service. 

Tailor your presentations to your clients.  Not everyone needs a Ph.D. level explanation of your marketing proposal.  Some folks actually trust you and your expertise.  The simple explanation is enough.

The key is:  how do you know:  well, that means you have to get to know your clients.  This takes time and effort but its well worth the effort.  If you do the extra work in getting to know your client you've done more than your competition.   Get to know them and their needs.  Go the extra mile.  I took a call from a potential client on a Saturday evening on Memorial Day weekend.  How many other PR firms would do that?  What sets me apart from my competition?  I actually care about my client and my potential clients.  I want them to be satisfied with my product.  How many other competitors can say that?  How many others were available on a Saturday evening on a holiday weekend?  That separates me from my competitors.  That's added value.