One of the most effective ways to create resonance with a client is to state the situation in terms of the dilemma they are facing.

So instead of saying “we provide merger integration services” or stating “we help clients maximise the value from synergies in a merger”, why not state the dilemma. “We help solve the dilemma in a merger of retaining people to maintain corporate knowledge while realising cost synergies”. The dilemma statement empathises on a personal level with the client while demonstrating insight on corporate level issues.