Service businesses make the mistake of spending timidly on their self-promotion and they end up looking timid. Spending too little on self-promotion makes it appear that you don't believe in your business. In your key communications, you must immediately state your more compelling claim to expertise. Then you must offer the concrete fact that most strongly supports it. Teach everyone in your firm to communicate clearly.
Passion attracts clients and keeps clients.
Knowledge gets you into the game. Passion wins it. Pursue excellence and pursue it relentlessly. If greatness follows, good for you. If not, you won't care because you'll already know you are good.