The key standing out as a marketing consultant is specificity.
If you focus too broadly either in who you’re for or what you promise, you’ll blend in with the rest of the world.
I prefer to make one specific promise to one specific market segment and focus everything I have on that outcome.
For me, I help marketing consultants build a more profitable business. That’s the core mission.
This singular focus informs the content I create, how I show up, and even the products and services I offer.
I also tailor my content and messaging specifically for this audience. Not freelancers, not agency owners—consultants.
The marketing consultant is the bullseye for everything I do.
But guess what? The subscribers of my email list and members of the Mindshare community include freelancers, agency owners, and consultants.
And that’s a good thing.
Just because I lead with one promise for one sub-market doesn’t mean I can’t work with others or have extended promises.
I just don’t lead with that.
Picking a narrow lane helps you get noticed and allows you to go deep on the nuances of the core problem you solve.
As Blair Enns says, “the target is not the market”.
Find your specific promise for a specific audience and watch your business expand beyond your expectations.
You will still do more than you promise, and that’s okay.