The Only Two Things Your Marketing Should Say


The Only Two Things Your Marketing Should Say

The best marketing says one of two things. It either provides relief to an existing pain or access to an existing desire. That’s it.

Many of us want to speak volumes about ourselves in our marketing. We want to share our best qualities, features, professionalism…and rightly so. But it is an advanced skill to be able to share your best, more alluring brand qualities while tailoring your message to stay focused on the client’s needs and wants.

Join the monthly EPI Business Development webinar series, hosted by growth specialist Scott Snider and guest industry experts, to learn how to connect with owners, create vertical messaging in your marketing efforts, capture attention from PR & media, and win more exit planning business.


Learning Objectives:

  • List the four areas that can impact business growth
  • Cite the two most effective marketing messages
  • Describe the acronym STEPPS


About the Instructor:

Growing up in a family of six kids, Christine Hollinden, CPSM knew how to stand out at an early age. As the founding principal of Hollinden | marketers + strategists, she’s passionate about helping professional services firms distinguish themselves from the pack. Her energetic and forward-thinking approach has earned her industry recognition and status as a sought-after strategist and speaker on marketing topics.

Prior to founding Hollinden in 1993, Christine’s career included Director of Marketing for KPMG in Houston, Regional Communications Manager for Coopers & Lybrand, and Marketing Coordinator for Grant Thornton. She holds a Bachelor of Science in Business Administration from the University of Houston at Victoria and a Master of Business Administration from Texas A&M University. She also holds the prestigious CPSM (Certified Professional Services Marketer) designation.

Christine is an active member and supporter of several professional organizations and serves as a regular guest lecturer at Texas A&M University and many Houston-area universities. She teaches the marketing section for the Certified Value Growth Advisor course and the social media marketing session for Entrepreneurship Bootcamp for Veterans with Disabilities. Additionally, she is a member of the following committees and professional organizations:

  • Advisory Council, McFerrin Center for Entrepreneurship, Texas A&M University
  • Mid-Market Alliance Committee, Alliance of M&A Advisors
  • Campaign Leadership Committee, University of Houston at Victoria
  • Vice Chargée de Presse, Chaine des Rôtisseurs, Bailliage de Houston
  • Board of Directors, Aggie Angel Network

When not helping firms build their brands and drive business development, Christine enjoys building her skills on the fairways and greens, cooking a gourmet dinner for friends, or playing fetch with her three Bengal cats.

Email Christine Connect with Christine


You can help owners create strategies that will reduce risk, build value, and harvest wealth. Your credential is listed on your business card and you are ready for the floodgates to open…now what? As much as we’d like to simply learn new skills and have a line of clients waiting to pay us for our expertise, it is unlikely that demand will build itself. Exit planning is personal, transformational, and unique. And it will take new business development skills and effort to fill your sales funnel and put your practice in a position of abundance versus scarcity. We can help. Visit for advanced workshops for advisors.


The Exit Planning Institute believes in constant professional development. You can always continue to learn and grow. We strive to bring you consistent, thought-provoking and topical broadcasts, to help you, your business, and your clients. EPI is proud to provide hundreds of webinars on technical, business development, and applicable topics each year to thousands of advisors across the globe.

Want to showcase your expertise and teach on an EPI webinar? Contact EPI to learn more.