One thing I can tell you for sure is that prospects and existing clients notice when what you do in your business isn't
consistent with what you say you believe in. Your message and your business behaviors have to match. Otherwise, you'll be
seen as untrustworthy. For a service professional that's the kiss of death.
I'd bet you won't have to think very hard to come up with an example of inconsistent messaging and action in a business. How about banks with “we care about you” campaigns that consistently refuse to work out mortgage terms for home owners with life threatening illnesses, and instead foreclose on them while they are sick and cannot work?
How about retail shops that say they have a return policy, but it's so time consuming and laborious it actively discourages customers to use it?
Here's one I ran into a few months ago on a flight – a huge article in the on-line magazine about how eco-friendly the airline was up against the completely prepackaged and 100% disposable meal delivery.
A common one I see with service professionals is marketing that says “we'll work out a convenient time” but then limit their available appointment times to 2 days a week at certain times and are completely inflexible about it.
Whatever you say you are about, your actions must support that claim. Think about the last interaction you had with a client or customer. Was it 100% in line with what your messaging says?