As marketing practitioners, we often lean towards selling our process. It’s the way we approach our client work, so it feels important for us to talk about it. But if you’ve bought anything lately and encountered someone selling their approach to the way they work, you’ll quickly realize how little you care about it. What …
Sell the destination, not the journey
People who want to go to a destination—let’s say Hawaii—value the experience of Hawaii. They don’t really care how they get there as long as it’s on an airplane and doesn’t cost more than it should. The means of travel is therefore a commodity. Your job as a consultant is to know what destination your …
How to sell advisory services and scale your expertise
You won’t sell advisory services right out of the gate. Chances are, you’ll be neck deep in the trenches for a long time before people want to start buying just your brain. But if you are interested in selling advisory services, a good way to start is to simply offer it in addition to everything …
The hard thing about marketing consulting
Being a marketing consultant is not easy. There are endless layers—from strategic to tactical, creative to technical, and everything in between. But the hardest part is not any one of those things. The hard part is the unpredictable nature of it all. As marketers, we work hard to specialize, create frameworks, apply methodologies, and continually …
Be generous with what you know
You might think it’s worth saving some of your secret sauce for your paid products or 1:1 consulting. That if you shared just some of your best tips, people would be keen to buy the rest. But here’s the thing. It doesn’t work that way. When people buy consulting from you, they don’t just want …
Should You Buy Social Media Followers?
It’s long been known that you can easily buy followers on social media from various places. Most often, you’re buying bots and fake accounts, so for most of this article that’s the kind of “buying” I’m referring to. This is a controversial topic for some, so I want to look at both the pros and …