Your clients have certain expectations of you.
They expect you to turn up on time. They expect you to listen. They expect you to deliver on your promises. Yes, they even expect you to help them with the issue you told them in your marketing that you can help them with!
They consider all of these as "standard". Which means that when you deliver it, all you're doing is meeting their expectations.
Guess what, meeting expectations doesn't get you very far. In fact, all it really does is keep you in the game.
If you want your clients to refer you on, if you want them to give you a glowing testimonial, if you want them to LOVE you then you have to give them a reason to do all that.
Have you ever heard of the Puppy Dog Close?
Imagine you're the owner of a pet shop and you want to sell a litter of puppies. If you just let people come into the shop and look at the puppies, they may bond with them or they may not. It's all a bit hit and miss.
There are a LOT of other coaches, consultants and trainers out there. Your Unique Promise of Value (UPV) should be the core theme of your marketing. It answers the question "why should *I* (your prospective client) do business with *YOU* rather than the 9,999,999 other coaches, consultants and trainers I can find using a search engine? What can you do for me that no-one else can do?"