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 …
Sub-specific niching vs. specialization
A lot of people are scared to go all-in on a single, sub-specific niche. That used to be me. And if that’s you, keep reading because I have a solution to consider. I’ve talked before about how you can be a specialist and a generalist at the same time to help mitigate the risks while …
How to change your consulting niche
This is a tricky question because there’s no single best way to approach this. But if you feel like: a) you’re just not into the niche you’re serving or b) it’s just not the most compelling option for you …it’s worth considering a change. Because here’s the thing… your niche isn’t your personality. It’s not your …
How to attract your first consulting clients
Whether you’re looking for your first or fiftieth client, here are the simple yet effective pieces you’ll want to build and improve on over time. 1. Pick a target market It doesn’t need to be hyper-niche. But it can’t be “everyone” either. I recommend starting a little general and tightening as you go. Just like …
Mini Marketing Case Study: Ben Williams
I’m a huge believer that you don’t need many ingredients to be a sought-after marketing consultant. What you need most is strong positioning, clear credibility signals, and a willingness to show up and share your expertise thoroughly and regularly. Ben Williams is a product-led growth consultant who seems to be doing a few key things …
Looking good on paper
It’s really hard to find good people. I help my clients hire countless freelancers and agencies each year, and I still struggle to determine who will be capable or not without some degree of scrutiny. The reality is, you never know how capable someone is until you work with them. And if it’s difficult for me—someone who’s …
What to do when you need clients and don’t know where to start
If you need clients and you’re not sure what to do about it, start by writing something. Put it on your blog. Send it to your email list. You do have an email list, don’t you? If not, start there. There’s almost no form of communication more powerful than a letter to a fully-opted-in subscriber. …
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 …