… sent my taxes to my accountant.

She’s been my accountant for 19 years.

Is she a fantastic accountant?

I really have no idea. I’ve never been jailed and she seems capable.

But I have no way to determine (nor do I really care) where she falls in the pantheon of accountants (worst museum exhibit ever).

The same is true of nearly every professional you hire – your attorney, your doctor, your financial planner, your therapist … and you.

Even after you’ve sampled what they offer, you can’t really measure it.

Which is why, when it comes to your marketing, capability is not the area on which to focus. Prospects and clients can’t tell.

Instead, focus on the things they can (and do) assess: relationship, visibility, likeability, and an understanding of what you actually do.

That’s how people decide who to hire, and these are all things you can improve upon.