Marketing Mondays: Why You Need to Be a Content Creator

We’ve talked about building your consulting business by writing articles. Another great way to market your products and services is through creating free content.

You can put together a white paper, report, or video.

Many consultants and business owners have used free content to establish and build their businesses.

Many consultants and business owners have used free content to establish and build their businesses.

If the content is valuable enough. If it’s eye-opening and catchy, it can often go viral. Bloggers will blog about it. People will share it on Twitter, LinkedIn and Facebook. They’ll Google+ it too!

All of that will drive traffic to your site and get your name out there.

What should your content be about?

If you’re in legal software – it could be a report about “10 Reasons Today’s Legal Software Is Hurting Your Business.”

For marketing consultants it could be a collection of case studies, consulting checklists or quotes that others would like and want to share.

For a life coach it could be a Manifesto about healthy living, work life balance, and business, written in a tone that really gets the point across.

The idea behind creating this kind of content is that you want to offer something that others haven’t offered before.

The newer it is, the more different it is, the more valuable it is, the more people will talk about it and share it.

Content is still king.

 

Give Attention to Marketing Your Consulting Services

It was 7am on a wet and dark winter morning and I was walking into a local coffee shop for a meeting.

Back story: A friend of mine asked me to meet with Dennis. I was told he was a successful entrepreneur and business person. He’d spent quite a bit of time in Asia as I had.

After I told my friend I’d be happy to meet with Dennis I received a call from him. In fact, I wasn’t that happy about meeting at first. I’m always happy to meet and help people when I can, but I had a crushing schedule and just didn’t feel like having another meeting to chit chat.

Dennis told me he’d like my help and to tell me about his business plans. I gave in and told him I’d be happy to have a quick meeting.

The Meeting

We arranged to meet at a local coffee shop just over the bridge from my home.

I walked into the coffee shop and saw a guy with a big smile on his face. It was Dennis. Full of energy.

We had a good talk over a strong coffee. Dennis had accomplished a lot. He had worked in the Middle East, South East Asia, Japan and North America. He had a good list of clients to his name. And now back in the city Dennis was pushing hard to make this next chapter of his business a success.

We had a good talk over a strong coffee. Dennis had accomplished a lot. He had worked in the Middle East, South East Asia, Japan and North America.

He told me all about his plans. I mostly listened.

Confidence vs. Planning

Dennis was confident. Sure that he had what it took to be successful. He’d been successful before so why not now, or so he thought. Continue Reading

Marketing Mondays: Build Your Consulting Business by Writing Articles

The first time I wrote an article for a business publication I got 3 emails from business owners that had read my article and wanted to hire me.

The next article got more inquiries and all I did was write!

Writing articles for your local newspaper or for a popular blog is a great way to increase your exposure, generate leads and build your business.

Writing articles for your local newspaper or for a popular blog is a great way to increase your exposure, generate leads and build your business.

As with speaking, you don’t have to be THE expert to write articles. You just need to know what you’re talking about. You need knowledge and real world experience.

The biggest mistake you can make is talking about something you have no real world experience with.

If you have some credentials and experience in the topic you want to write on you’ll have a much better chance of having your articles accepted.

How to get your articles accepted

Find out who the editor of the newspaper or blog is and contact them.

Pitch them. Tell them how you enjoy their publication. You’ve read it, understand it, know who their readers are. Then tell them that you have an idea for an article, or a series of articles that you believe their readers will find of value.

Be sure to tell them why they should trust you, believe you, and how you’re the right person to write these articles. Continue Reading

Marketing Mondays: Host-Beneficiary Marketing For Consultants

Jay Abraham, one of the leading marketing minds of our time, teaches an extremely powerful marketing strategy called the Host-Beneficiary.

Let me give you an example of how this works.

You run a yoga studio (or you consult for one). You want to increase your number of customers and sales. Yet, you have a limited budget.

Here’s what you do. You know your massage therapist runs a thriving practice. You speak to him and ask him if he’d be interested in making an extra few thousand dollars without having to do pretty much anything.

You speak to him and ask him if he’d be interested in making an extra few thousand dollars without having to do pretty much anything.

How can that be?

You propose to your massage therapist that you’ll put together a letter that offers his patients a superb discount on yoga and meditation classes to help them manage stress and improve their well being. Continue Reading

Marketing Mondays: Take Your Marketing Out of the Building

I’m sure there have been some scientific studies on this topic. If there haven’t there sure should be.

I’ve talked with enough professionals to know that the biggest fear most people face in the business world is taking action.

Well, actually, let me clarify that…

When I say “taking action” I don’t mean writing an article, fixing your website, making an advertisement, writing a consulting proposal – those are all important things – but they are what I call ‘building’.

By taking action I mean picking up the phone and setting meetings with prospective customers. Getting out of your office and meeting with potential buyers. And spending money on actual marketing and advertising.

By taking action I mean picking up the phone and setting meetings with prospective customers.

Consultants and business owners will do anything they can to delay doing these things, even though they know that they need to do them.

Here’s the thing. It’s understandable that many people find doing these things uncomfortable. Most people don’t like calling Continue Reading

Marketing Mondays: Consultants! How to Test and Track Your Advertising

When I first got started in the marketing business the concept of testing and tracking your marketing and advertising was quite foreign. Don’t get me wrong, there were plenty of experienced people that were doing it – and they were much more skilled than I was – but most companies just had no clue.

I remember working with companies doing hundreds of millions of dollars in sales and they were plastering ads everywhere – except the ads had no distinct call to action and most definitely didn’t have any tracking mechanism in place.

If the company was running 10 ads and the one in the Wall Street Journal was working, but the other 9 weren’t…they had no idea…and would just keep running all 10.

It doesn’t take a mathematician to figure out they could have been making so much more money by tracking which ad was working and which others weren’t.

It doesn’t take a mathematician to figure out they could have been making so much more money by tracking which ad was working and which others weren’t.

Luckily, these days testing and tracking has become much more commonplace. These kinds of mechanisms are often built into your online marketing.

But what about in offline marketing….

Continue Reading

Marketing Mondays: The Value Bait

Sam told me a story the other day about one of his students that lives right on the waterfront.

To catch crab and prawns they go to their dock each day, find some mussels that have attached themselves to the rocks and dock.

They don’t eat the mussels…they crush them up, put them into a sock and then put that into their crab or prawn trap.

The crabs and prawns love it. And each time they do it they pull in a bounty of seafood.

That story made me think of a similar situation in marketing that is just as effective.

I’ve come to call it the Value Bait (Jay Abraham may have coined that term?).

The Value Bait is when you offer your clients or prospective clients something of huge value.

Maybe it’s a $500 1 on 1 consultation for only $99.

Let’s say that consultation costs you $250 in lost time (time you could spend with another client). You’d be crazy to offer that deal then, wouldn’t you?

Not exactly… Continue Reading

Giving Your Business a Marketing Makeover: Book Review

I recently received a package in the mail with a review copy of Gil Effron‘s new book “How to Give Your Business an Extreme Marketing Makeover.”

The picture on the front cover has a painter on it. If I’d missed the word “marketing” I’d have thought they made a mistake sending me a review copy and wanted an interior design specialist to review the book.

The photo aside this is a great book and provides a much needed marketing wake up call to business owners.

Gil writes in a conversational and easy to understand style. Great job there as far too many writers take marketing and sales books to the highly technical side – scary for most people.

The book starts off by sharing with you several warning signs that your marketing is in trouble: Continue Reading

Marketing Mondays: Consulting By-Products and Selling More to Your Clients

Good morning Marketing Monday peoples! Welcome back.

In the creation and delivery of most products and services by-products are produced.

The majority of business owners and consultants pay little attention to these. They ignore them or don’t even know they exist.

The majority of business owners and consultants pay little attention to these. They ignore them or don’t even know they exist.

Identifying your consulting by-products and marketing them can bring a whole new stream of revenue for you and your business.

Take the consultant that gives presentations and seminars on a regular basis. She decides to compile all her notes and teachings and creates a webinar that she charges for. That’s a by-product. Taking that and creating videos or a book out of it would be another by-product. New income streams.

The web designer is busy creating websites for his clients. He finds himself creating many websites for lawyers. Rather than continuing on business as usual, he decides to launch a service of website templates designed specifically for law firms. It’s a targeted and popular offering. It generates new revenue.

What by-products are you overlooking?

 

Marketing Mondays: Differentiating Your Consulting Services

I had a coaching call the other day with an experienced business owner that wanted my advice on how to position his consulting services in his market.

His challenge was that he’d chosen an extremely competitive market and he was driving straight into it.

As I asked him a few questions I started to see why he was having such trouble.

He was trying to make a name for himself by being like every other business in his market.

He was trying to make a name for himself by being like every other business in his market.

There was nothing that really made him stand out. Little that differentiated his service and offerings. In his mind, his was better. Unfortunately, that was just in his mind!

So let’s throw around another acronym today and talk about the famous…

USP

You’ve likely heard it before. It stands for Unique Selling Proposition.

It’s the statement of what value you offer that the market can’t get from anyone else.

And that value needs to be something that the market actually believes is valuable. Something they’d be willing to pay for and Continue Reading