Canadian entrepreneurs marketing intangible services wrestle with familiar start-up issues like difficulty securing financing, navigating complex regulations, and ever-present competition, further complicated by the intangibility of their service offerings which cannot be touched, physically quantified, or in many cases, reviewed in detail due to non-disclosure requirements. Buying decisions are often based on trust, and talent (not capital) is often their most valuable asset. Fortunately, many of these problems are manageable through careful positioning, productizing expertise, evidence-based marketing, and smart pricing schemes. This article explains the major headwinds faced while marketing intangible services, why they matter for consulting firms specifically, and suggests actionable strategies that can help weather the storm.