ATTRACT IDEAL CLIENTS GROW YOUR BUSINESS ENJOY MORE FREEDOM

Get FREE ACCESS to our Success Blueprint and learn strategies to land more clients and grow your business.

  • MICHAEL ZIPURSKY
  • Coach to Elite Consultants
  • CEO of ConsultingSuccess.com

5 Tips to Get Published In Industry Publications

5-tips-to-get-published-in-industry-publications

When I was a kid I hated writing. I don’t use that word lightly, but I really did.

It wasn’t just writing, it was reading too. I didn’t read a full book until grade 9.

Remember Coles Notes? Those mini guides that summarized books and texts that teachers had assigned? They were my best friend : )

I’ll share with you another time what changed in my life that almost instantly gave me a huge appreciation for books and writing.

But once that happened everything changed.

I started writing poetry, reading books all the time, and in my third year in college wrote my first book, Profitable Relations (which was later published through Amazon).

Since that time I’ve written five publications and books on consulting and marketing with another in the works.

I’ve written for forty or so media outlets, trade sites, blogs and authority portals.

Would you also like to get published in industry or trade publications? If the answer is yes you’ll find the following article based on a presentation I gave to my Accelerator Coaching Program clients to be valuable.

Having your content published is really a great way to establish your authority and get in front of your ideal clients, but sometimes it can feel a little bit overwhelming.

It can feel a little bit challenging in terms of actually how to go about it and how to be successful with it.

I want to break it down and to share with you some best practices that are out there as well as give you an example of something that I have done in the past to land opportunities to get published in well-respected publications that have a large reach.

In this article I’m going to share eight ideas and five specific tactics and tips to help you get published:

1. Long-Term Authority Building Strategy

The first thing to keep in mind when we’re talking about how to get published in industry or trade publications is that this is an authority building strategy and it can take time.

There are many different strategies and tactics that we all have available to us as consultants and this is one that I classify as being in the authority building category.

This can be applied to writing for trade publications, websites or blogs, so it doesn’t matter if it’s a print or a digital publication. Really, the whole idea here is to get your content and knowledge in front of your ideal clients in a way that positions you as an authority.

When you are published, whether in an online or offline publication that you or your clients read, it reinforces that you are an authority or expert in their mind.

The one thing here is that this can take some time to do so. It’s not necessarily that you just decide to do it today and you get published tomorrow.

Having some samples is key. It’s OK if it’s on your own blog, but it’s even better if you’ve already been published somewhere else.

I just want to add the caveat that this isn’t a quick play; this isn’t an instant result generator, but it is something that can be very, very beneficial to all of you as long as you can identify that your ideal clients are reading publications, or visiting certain websites, or engaging in blogs.

With that understanding, know that it can be very powerful. Everyone should think about having this in their marketing mix and this is the way to begin if you’re just getting started.

If you haven’t been published in any publications previously, go for the low-hanging fruit such as local or smaller publications, smaller blogs or smaller trade websites. The idea is that before you approach larger publications, start off with smaller ones first so you can build and that enables you to show your writing examples to larger publications.

If you want to get published in the Harvard Business Review, or MarketingProfs, or Inc magazine, or Fast Company, or whatever it might be, they will typically want to see samples of your writing first. They want to know not only that you’re good at what you do, but also that you can write well.

Having some samples is key. It’s OK if it’s on your own blog, but it’s even better if you’ve already been published somewhere else. Continue Reading

LinkedIn Publishing for Consultants: What’s Changed and What You Need to Know

Linked-In-Publishing

LinkedIn used to be a great channel to publish articles. Is it still?

There have been several changes in the way that LinkedIn displays articles published through its platform.

While LinkedIn remains one of the most powerful platforms for consultants to showcase their expertise, build relationships and connect with ideal consulting clients – things have changed.

It used to be fairly easy and straightforward to publish an article on LinkedIn, and if it got enough engagement (mainly likes and comments) within a short period of time your article would get featured in LinkedIn Pulse.

Pulse is LinkedIn’s main content hub where they aggregate and display popular articles alongside articles by LinkedIn Influencers.

Here’s an example of an Influencer badge LinkedIn places on profiles:

lk3

Influencers are a select group of people on the platform that have an established brand or following – and that LinkedIn believes are authorities. This isn’t always the case – but like all social media – not everything you see is as real as it first appears.

If you want many people to see your content, they want you to pay for ads to promote it.

When an article you published on LinkedIn made it to Pulse you’d almost instantly see the views, likes, shares and comments skyrocket. You could go from a couple hundred views to thousands, even tens or hundreds of thousands.

Here’s an example:
linkedin-publishing

Well, things have changed…

It is now much more difficult to get your article included in Pulse. In fact, LinkedIn seems to be going the direction of Facebook.

If you want many people to see your content, they want you to pay for ads to promote it.

Where before, even if your article didn’t make it to Pulse, you could expect a few hundred views to your article if you did some promotion and had a strong following.

Now, even that doesn’t seem to be the case. We’ve seen articles get 50 or 60 views, even when publishing with more followers and more connections than before.
linkedin publishing article

So what can you do?

Well, don’t rely on LinkedIn to promote your articles.

In fact, as a consultant you shouldn’t rely on anyone. Continue Reading

A Scary Reality of Business: Are you doing the “wrong things”?

Reality-of-Business

I was on a private call with Michael Gerber and a small group of entrepreneurs.

Michael Gerber, is the author of the E-Myth, and has more experience working with small businesses than almost anyone else on the planet.

On the call he shared an interesting statistic: “Fewer companies are started than go out of business each year.”

While they have the expertise between their ears to help their clients, they often have little to no plan on how to actually grow their business.

Untangle those words and what he was really saying is that the failure rate of businesses continues to be high, really high!

More importantly though than some statistic is the question of WHY?

Why do so many businesses continue to go out of business?

The answer Gerber shared is because people continue to do the wrong things.

They have this vague concept of what business is…

…they believe they know what they are getting into, yet they very often have no real plan.

I went on a 5km run recently and reflected on this.

What is very clear to me is that many consultants approach their consulting business the same way.

They take the knowledge they have and decide to turn that into a business.

While they have the expertise between their ears to help their clients, they often have little to no plan on how to actually grow their business. Continue Reading

The Perfect Meeting Agenda: How Consultants Make Meetings Productive

Make-Client-Meetings-More-Productive

Do you ever get nervous before going into a meeting?

Do you ever walk out of a meeting wondering if it ‘went well’ and if your client is happy?

If you want to make your client meetings productive, create an agenda.

Yes, it’s as simple as that.

To make the most of these meetings you should share the goal of the meeting with your client before the meeting.

Consultants who come prepared have productive meetings. Those that don’t, feel like they’re missing something (yes, it’s the agenda, they are missing : )

A meeting agenda is simply a plan of what you want to cover during the meeting to get the most out of it.

There are two main situations you’ll want to use a meeting agenda:

  1. Client meetings
  2. Sales meetings

Let’s start by looking at current client meetings.

To make the most of these meetings you should share the goal of the meeting with your client before the meeting.

When you do this you give the client an opportunity to agree with what you want to cover during the meeting. And if they don’t agree with anything or want to cover other topics they now have the chance to let you know.

This is IMPORTANT because it allows you to align your plan and goals with those of your clients’.

For the agenda structure here is the three-part agenda I recommend:

Part 1:
What have you accomplished? Review with your client what has been accomplished.

Clients love this because it confirms their investment in you is worthwhile. They see real progress. Continue Reading

Double Your Consulting Fees and Land a $49,500 Consulting Project In ONE Week

Double-Your-Consulting-Fees

One of my clients posted this success story…

I didn’t know they doubled their fees even before they joined our Accelerator Coaching Program for consultants.

And they did that as a result of reading one of my articles. That’s AWESOME!

I love working with clients who take MASSIVE action. This client is such a great example of this. A true trailblazer.

Here’s a screenshot from their message:
double consulting fees

Their pipeline is filling up with new opportunities and leads…

…they landed $49,500 from one client project within a week as a result of focusing on the right sales conversation and process.

And they have 5 more $45,000 proposals that ideal clients are eagerly waiting on.

Big things coming for this client? You bet!

I’m super excited for them.

If you run a consulting business and are ready to take it to the next level, let’s connect.

More details here on the Accelerator Coaching Program

Why The Results You See, Mirror Your Actions

Results-Actions

Dear Consultant,

Do you want clients to invest in you?

If you want to to have more clients invest in your services, start investing in your own business.

If your answer is YES, the next question to consider is, do you invest in yourself?

You’ve probably heard of the idea of leading by example.

Though you may KNOW about this idea, it doesn’t mean you’re LIVING it.

In fact, I continue to see consultants struggle in this area. Continue Reading

Landing a $450,000 Consulting Project

Landing-a-450000-Consulting-Project

The greatest success comes from consistently working towards your goals.

Taking the right actions without deviating from the plan.

Have you ever found yourself starting on a project or initiative only to deviate from it?

It’s time that you commit. It’s time to take some serious action.

Do you see yourself jumping from one shiny idea to the next and not seeing things through to completion?

It’s time that you commit. It’s time to take some serious action.

That’s why I’m so proud of this client. They continue to land bigger and bigger projects and grow their business. They are committed to the plan and their results show it.

They just landed a $450k consulting project and posted this into our Accelerator Coaching Program private group…
450k consulting project

Would you like to attract more clients and grow your revenue? If so, get in touch here

Web Training on Consulting Value Propositions for Chartered Management Institute

cmi
I’ll be providing a training for the Chartered Management Institute on Developing an Effective Value Proposition: How to stand out and attract your ideal consulting clients.

As a consultant the first step in effectively marketing your services is to get the attention of your ideal clients. To accomplish this, you need to position yourself as an expert and have an effective value proposition that communicates why your ideal client should work with you.

In this online session you’ll learn:

  • Uncover the myths of specialization and when to be a generalist (there’s a right and wrong time).
  • Case study examples of value propositions and marketing messaging (the good vs bad).
  • The proven formula to create an effective value proposition.
  • Discover the most important element of your value proposition (the one most people miss!)
  • How to test your marketing messaging attract more clients.
  • And much more.

Full details here: http://www.managers.org.uk/events-and-courses/2016/october/specialisation-secrets-and-value-propositions

Interview: Consulting Fees and Strategies for Premium Pricing

Not too long ago I was interviewed for the Local Biz Consultant Live Summit.

I was happy to share the virtual stage with other experts including Perry Marshall, Gina Schreck, Ryan Lee and Mike Filsaime.

I received the recording from the organizers and thought I’d share it with you below. The topic we covered was Consulting Fees and Strategies for Premium Pricing.

If you’d like to learn more about consulting fees see the Consulting Success System

5 Mindset Shifts to Go From Struggle to Success: A Consultant’s Guide

5-Mindset-Shifts-to-Go-from-Struggle-to-Success

Have you ever heard the tale of the Cobbler whose children have no shoes?

What about the doctor who preaches healthy living and takes a smoke break in between seeing patients?

Or the consultant who tells their clients how important it is to invest in improving their business, yet the consultant isn’t willing to make an investment into their own business?

When you’re working with a buyer and they tell you they don’t have the budget to invest, what should you do?

I find it interesting when consultants tell me they don’t have money to invest in their business or marketing.

Well, the experienced consultant will demonstrate to the buyer that by re-allocating resources (from one area to another) they can receive a greater benefit compared to where it is currently allocated.

And so I find it interesting when consultants tell me they don’t have money to invest in their business or marketing.

If you’re serious about growing your consulting practice here are 5 things I encourage you to keep in mind and that will serve you well:

1. If You’re Running a Business, Act Like It

There are costs associated with running a business. Don’t spend your time trying to minimize your costs, spend your time maximizing your revenues and profit.

People spend too much time trying to avoid spending money.

Any chance I get to spend money I will happily do so when I know the return on investment will be greater than the cost.

Again, recognize that if you’re spending too much time trying not to spend money, it means you’re not spending enough time trying to make money.

Any chance I get to spend money I will happily do so when I know the return on investment will be greater than the cost.

This is a major difference between successful consultants and those that struggle.

2. Take an Honest Inventory

How much money are you spending every month on your cell phone, eating out, clothes, your car, trips, etc?

It’s interesting that people won’t think twice about spending $1000+ on an all-inclusive vacation at a 3-4 star resort.

Nor will they give too much thought to spending a hundred dollars or more here or there on having drinks and dinners out each month. (This Gallup poll shows that the average American consumer spending is $86/day.)

Yet when it comes to investing in their own business they have to pause. They require days to make a decision. Continue Reading