Sylvia Montgomery, CPSM, is a senior partner at Hinge, a branding and marketing firm for professional services. She consults with professional services clients nationally on branding and marketing. She is a co-author of Online Marketing for Professional Services and Inside the Buyer’s Brain. You can reach her at [email protected] or on Twitter @BrandStrong. For more information, visit hingemarketing.com. To get a free copy of Inside the Buyer’s Brain, click here.