Two consultants walk into a room.
First one says: “I’m certified in life care planning with 20 years of experience.”
Second one says: “I help attorneys prove the true cost of catastrophic injuries.”
Guess who gets hired?
The Great Divide
Capability marketing says: “Here’s what I can do” “Here’s my experience” “Here’s my certification”
Problem marketing says: “Here’s what keeps you up at night” “Here’s what’s costing you money” “Here’s what’s risking your case”
The Human Response
When you list capabilities: People analyze People compare People question
When you name problems: People listen People connect People respond
The Trust Bridge
Capability marketing asks: “Do you believe my credentials?”
Problem marketing proves: “I understand your world”
One builds skepticism. The other builds trust.
The Market Reality
No one wakes up wanting: A certified consultant A qualified expert A credentialed professional
They wake up wanting: Solutions to problems Answers to questions Clarity in confusion
The Connection Point
Capability marketing talks about you: Your skills Your experience Your qualifications
Problem marketing talks about them: Their challenges Their pressures Their needs
The Professional Choice
You can say: “I’m a qualified legal nurse consultant”
Or say: “I find the medical evidence that wins cases”
You can say: “I’m certified in life care planning”
Or say: “I document the true lifetime cost of injuries”
The Marketing Shift
Stop leading with: Years of experience List of certifications Range of capabilities
Start leading with: Problems you solve Challenges you address Concerns you handle
The Power Position
When you focus on capabilities: You’re one of many You’re comparable You’re commoditized
When you focus on problems: You’re unique You’re valuable You’re necessary
The Simple Test
Look at your marketing: Count the “I” statements Count the credential mentions Count the capability lists
Now count the problems you name The challenges you address The concerns you solve
The Next Step
Take your marketing materials. Cross out every capability statement. Replace with a problem you solve.
Take your website. Delete every credential listing. Replace with a challenge you address.
Take your proposals. Remove every experience bullet. Replace with a concern you handle.
The Truth About Decision-Making
People don’t buy capabilities. They buy solutions to problems.
They don’t invest in credentials. They invest in understanding.
They don’t choose experience. They choose insight.
Because here’s the reality: No one cares how capable you are Until they know you understand their problems.
Choose understanding over credentials. Choose problems over capabilities. Choose them over you.
The work will follow.
