When it comes to marketing for consulting, the proof is in the pudding. I’m pretty sure that that means: if you aren’t producing good results, don’t waste my time. So here are three iron-clad ways to market your consulting in a way that will establish you as a real pro and bring you paying customers, too.
First, You Make a Million Dollars
There is an old Steve Marten routine, where he mimics an infomercial announcer promising to show you how to make a million dollars, tax-free. Steve’s first line is “First you make a million dollars” which is followed by an equally informative description of how not to pay the IRS any taxes on it. The point is that since the secret to marketing for consulting is to help your clients succeed through your consulting, then the first thing you need to do as a consultant is help your first clients succeed – big time.
Then You Get Your Clients to Speak Up
Actually, the trick is to make it really easy for your successful clients to tell everyone about it. One way to prime this pump is to give your first clients a deal saying that you’ll give them a special price if they agree to be a reference, once you have delivered the goods. It is important for them to realize that they get to say what they really feel. And it is your job to see that what they feel is GREAT!
Then Marketing for Consulting Becomes just Spreading the Word
So once you have success, marketing your consulting is all about capitalizing on that success. And this is how it’s done: create a press release; put testimonials on your website; create a YouTube channel with a collection of videos of your teachings and testimonials; develop an e-newsletter featuring interviews and case studies about your client’s successes. Et cetera. Et cetera. Et cetera. You get the idea. Or as a great PR person once shared with me: the best advertising is PR because everyone knows it is earned, not bought. And so it is with successful marketing for consulting!
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Dave Iuppa
JTS Advisors Strategy and Accountability Coach
I agree with you Dave about the success but not with the PR… most times it is bought! 🙂
HI Dave,
A timely message for me. I am in the process of setting up my first local business client and am doing everything I can to get them to the top of the internet.
I am following what you say here, giving them Rolls Royce service, applying everything I know to their business, and then I will use them as a reference to get a whole bunch of clients.
I am not sure about free PR! I am sure my clients will refer me on though. Referrals and personal connections are the easiest and least costly way to market your consulting business.
Sounds like a great formula to follow… I think that having that good reputation and then word of mouth gets you traffic really helps… earning PR and buying PR that sounds like a great debate waiting to happen!!
You have a great point Dave, because It is very hard to argue with well documented succes. I know that this has been a great corner stone of my coaching business, and something I could actually spend more time doing.
Thank again for reminding me.
Brian
Very nice post. Thoroughly enjoyed the walking through of how success drives results in consulting. I think these tips will help many people who currently consult. Enjoyed the post!
Hi Dave,
Great advice , success is a very important thing to be able to prove to build confidence and trust which makes a much more positive relationship with clients. Also it much easier to get new business when you can show a track record which is very important in these uncertain times. Take care Rosemary