Remember, you are not marketing to yourself. What matters is how you are perceived and described by your clients. You don't sell insurance. You're not an insurance broker. Risk management is part of your process. You're not selling something, you're building something. You're building financial independence for your clients. You're building advocacy within those clients. You're building enterprise value, not trading your time for money. Don't be your own best-kept secret, relying solely on skills and intentions that a client can get somewhere else. Skills are important, but everything you do is part of your process. Imprint the panoramic process. Make sure your clients can internalize it, that so they can socialize it to others.