Today, while driving, I heard a radio ad for a longterm disability law firm. I found myself noticing that if I needed to hire such a firm, a rightly-timed radio ad might just get me to call them. Effectiveness of radio ads as a strategy aside, it got me thinking: some forms of advertising can …
Build credibility with a research-backed, clearly-stated problem
What do you do when you’re new to a niche and don’t yet have lots of credibility in that market? You research as much as you can. Instead of trying to prove you’re credible with results you may not have yet, try to understand and articulate the real problems of that niche better than anyone …
Design sends a message
You don’t need the most beautiful website in the world. But the quality of your website’s design is a signal for the quality of your services. You’re a marketer, for one. Potential clients will expect that if your site isn’t professional-looking, theirs won’t be either if they hire you to help them. It’s also off-putting …
Developing your own teaching framework
Do you have a core framework or way of categorizing all of your lessons and ideas in a way that is easy to remember? I have a five-part framework helping marketing advisors build and run a profitable advisory business. Those five pillars include: Niche/Specialization Credibility Methodology Business Model Marketing Everything I teach or talk about …
Prove your expertise with samples
It’s risky to hire a consultant. Sure, you have skills. But prospects wonder if those skills will move the needle in their business. That’s why removing risk from your engagements is so important. And you can do it in several ways. Your credibility signals reduce some degree of risk. Your guarantees reduce risk even more. …
How to make hiring you more compelling
When your clients hire you, they’re not buying the thing you’re selling. They’re buying the benefits of that thing. A business outcome with real value attached. They may be fairly confident you can deliver on the scope of your work, but whether they will actually achieve the business outcome they want is a gamble. And they …
How to start a paid mentoring practice
At some point in your career, you may want to start to give back to people a few steps behind you. Call it coaching, call it mentorship, call it whatever you want. If you decide to do it as a business offering, here’s what I recommend when you just start out: Start by helping people …
Clear and credible beats hard selling
Your prospects are smart. They’ve read some of your content. They know what you’re about. By the time you speak to them, they usually have some sense of whether you’re credible for their situation or not. And that’s why you should never feel compelled to do a hard sell. The best thing you can do …
It’s hard *not* to get clients this way
It’s hard not to attract clients when you publish your ideas every day. It may take time. It may take work. But there’s nothing like daily writing (or other forms of media) to help you establish your credibility, figure out your big ideas, and ultimately build a surface area big enough that your ideal clients …
Free resources vs. applied expertise
Yesterday, I shared two ways to build demand for your services in a new consulting business or niche. One idea I shared was to give away as much value as you can for free. A reader, friend, and fellow consultant, Andrew, made an excellent point that deserves clarification. He said: On your second point, it …