Focus instead on the needs and frustrations your prospects express, then make it your business to help them. Your specialty will grow from there. Most people aren't organized enough to keep track of that and lose many opportunities as a result. During the first working meeting, your job is to understand your client and build trust. Listen carefully and ask lots of questions.
Much money is wasted on one-shot ads that generate no response at all.
It is a marketing tool that supports an entire marketing campaign and should not be used solo. You can never stop marketing your services, no matter how busy you are. I began publishing my newsletter as a promotional piece for my consulting services because I wanted to give prospects a taste of the kind of information I could provide. But the response to my newsletter was so positive, that I decided to make it a profit-center and product of its own. I use it as a brochure, when someone wants to know more about my work, and it gives me a tremendous amount of credibility.