Promoting Consulting Services

3. Promoting Your Consulting Services

Promoting your consulting services is
critical to expanding the reach of your consulting. 

You need messages and images that are as
strong and focused as your brand.

You are creating a vision of what you can do for your client and giving them the confidence that together you can make that vision a reality.

You don’t have to be a mega corporation with billions of ad spend to create an impressive brand that sells your services before you even meet the prospect. There are proven systems to promote your consulting services, and you can learn and use them.

Great consultants give their clients an image of a better life
and the confidence they can take them there.

Your brand is not a slogan or logo. It is far more.

First, your brand is an impression you give of the strength, authority, and experience you have in solving your client’s problem. Second, your brand needs to give prospects and clients a vision of their future. Your brand needs to give them the confidence that you can help solve their problems. Third, your brand must be memorable, so you are the first in mind when they have the problems you solve.

In Stage 3, Promoting Your Consulting Services, you’ll see the brand elements you need to start consulting. Stage 3 includes proven steps like a networking introduction that generates referrals, the best LinkedIn profile for consultants, and some of the best website design methods.

Your Purpose and Message

One of the most important things you can do for yourself, your business, and your clients is to have a clear mission and purpose.

When you’re finished and have a short statement of mission and purpose, I want you to print it and tape it to your mirror, then read it each morning and remember where you are going.

Writing a mission and purpose statement should not take a weekend retreat to accomplish. (Unless you want to.)

The Balance Small Business website has a quick guide to creating a mission and purpose statement. For the full description check it out at
https://www.thebalancesmb.com/how-to-write-a-mission-statement-2948001

Your mission and purpose statement should,

  • Describe what you do
  • Describe how you do it
  • Describe why you do it
  • Be short and inspirational

Try writing a few words for each of the bullets then combine them into one short but inspirational sentence.

Some examples that tell who, how, and why are,

Starbucks
To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.

Patagonia
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.

Tesla
To accelerate the world's transition to sustainable energy.

TED
Spread ideas.

Critical to Success
Building a better world through smarter, conscious consulting.

Creating a One-Line Introduction that Captures Referrals

Your introduction is extremely important. In that introduction, you can include a one-line statement of your mission or purpose that sets up the conversation.

Done right, you can set up the conversation to instantly capture referrals. Sounds great, but how!

A short one-line statement may be all it takes to create a memorable image of what you do and whom you work with. When a potential prospect asks what you do you can respond with,

“Have you ever known someone who had a problem with …?”

For example,

“Have you ever worked in a company where you felt every division and department was going its own direction, there was no alignment or strategy, and lots of time and money were wasted?”

After they answer with how they’ve seen that affect someone, you respond with,

“That’s just what I fix!”

“Can you tell me more about what happened to you/your friend?”

Concise statements of what you solve and the value you bring are excellent for helping you refine your brand and focusing on your client and niche problems.

It’s also a great way to open a conversation into helping someone and getting an introduction for a referral.

Creating Your Consulting Business Name

If you have a mission and purpose statement you like and you’ve stopped working on your logo, then you’re probably ready to create your business name and get those all-important business cards.

Names for consulting businesses can be straightforward. Most small firms use the founder’s name and add the mission statement as a sub-line to clarify what your business does. You might also add one or two words after your name as a descriptor. For example,

Robertson Engineering

Davis Strategic Performance

One advantage of adding one or two words after your name is that you are more likely to get the domain name you want for your website and email.

A few corporations and firms you might recognize who are named after the founders are, 

A. G. Edwards

Adidas

Albertsons

J.D. Powers

Schwab

Arthur Andersen

Now, you can use the time you saved by not searching for a name and spend it building your prospect list. 

Creating a Logo - Don't!

In a word, “STOP!”

Don’t waste any more time working on a logo. Take all the scraps of designs out of your pocket and stuff them in an envelope.

You don’t need a logo for a solo or boutique consulting business. Instead, use a logotype.

A logotype is a single piece of type that works like a logo. Some of the following companies added logos or artifacts to their logotype, but only after they achieved billion dollar status. You might recognize a few of these companies,

If they can use a logotype, you can too. Now, use the time you’re saving by not drawing logos and go build your business. And when you reach a billion-dollar valuation, hire an artist to design a logo.

One thing I recommend in the Starting and Building a Thriving Consulting Business course is identifying a coordinated color palette and font set. In the course we give you a resource list with recommended color palettes and fonts.

Consulting Business Cards

Even in this totally wired world you still need business cards. You will need them in any networking situation.

Your business card should include,

  • Company Name
  • Your Name
  • Short slogan or purpose statement
  • Email address
  • Website
  • Phone

Leave white space on the business card. It drives me crazy to get a business card that’s covered on both sides with a glossy picture or dark background. That leaves no place to write notes about the person you have met.

Quick print business cards with same day turn around often use 100 lb. stock paper. This is “good enough” if you need cards quickly, but it is a little light weight and flimsy. If you have a week to wait for the heavier stock that print shops use, go with at least, the next heavier paper.

Don’t use odd shaped cards. They don’t fit in men’s wallets and they’re awkward to carry or collect. If you want to be memorable, do it with your sparkling personality.

When you accept a card, hold it, and read it. Then put it in your breast pocket. I’ve seen people take a card and not even look at it before stuffing it in their pocket. It leaves the person you’ve just meet with the feeling you have no interest.

As soon as you return to your office send the person whose card you accepted an email acknowledging your meeting.

Always send a LinkedIn connection request if the person is in any way connected to your industry or niche.

There are good companies that have pre-designed card templates online. Some printers, such as Federal Express, have an online template you complete, then you pick up the cards in a few hours or the next day. (Fast turn-around cards often use the lighter stock paper.) Some online printers give you online templates and then ship your cards in approximately a week.

Check for online cards for US delivery at,

Adding an Email Signature Block

Every time you send an email someone will see your signature block. Use it effectively to brand yourself. You should include,

Name
Business Name
Mission or Purpose Statement
Direct Phone Number
Email Address
Website URL

Some additional items you should seriously consider are,

LinkedIn Profile Address
Photo
YouTube Clip

Shelley Golden, a personal branding image consultant in Northern California, has a well-done signature block that shows multiple ways to contact her. The YouTube video gives you an impression of what it’s like working with her.

Well Done Signature Block by Shelley Golden

Building a Cornerstone that Focuses Your Consulting Services and Marketing

Your consulting business and your marketing needs a cornerstone to stay focused and aligned.

The cornerstone is the first stone set in the
construction of a masonry foundation.
All other stones will be set in reference to this stone,
thus determining the position of the entire structure.
- Wikipedia

With all the “Shiny New Things” and the occasional off-track consulting opportunity, it can be difficult to stay aligned with your niche and mission. Having a cornerstone can keep you aligned, and your minimal time and resources focused.

If your consulting business was a non-fiction book the cornerstone would be a Table of Contents with each chapter title having a short descriptive excerpt. If your consulting business was a skyscraper the cornerstone would be the open iron framework and floors before putting up walls and offices.

Your initial cornerstone should be an enhanced outline 
that keeps you aligned and on track.

While you are in Stages 3 and 4 your cornerstone can be just a good outline with a paragraph description of each “chapter”. That’s all you need to keep your business on track. It is NOT a business plan.

In Stage 5, Marketing Your Consulting Services, your cornerstone will become a robust description of your consulting services. What you are reading now, The Ultimate Guide to Starting and Building a Thriving Consulting Business, is a Stage 5 cornerstone for the Critical to Success business. If you have downloaded the PDF, it is a print version of the cornerstone.

Eventually your cornerstone will become a framework and draft you can gradually grow into,

  • Whitepapers
  • Case Studies
  • Website Content Structure
  • Website Search Engine Optimization
  • Blog Topics and Categories
  • Speeches
  • LinkedIn Articles
  • Kindle Book
  • Print-on-Demand Book

Build Your Cornerstone Over Time

Keep your first cornerstone light and in outline form. Only after you have validated that you have the right niche and found a spot where clients love you will you want to write more and add depth.

A complete cornerstone on some websites runs to 100 or more pages. It’s a good start towards a book.

You can’t do that all at once. It takes too much time and you won’t know the right content until you have tested your consulting hypothesis.

Your initial cornerstone will change as you work with clients, competitors and the marketplace. Just work with it, modify it when you see your business has to change, and in a year you will have a book.

“No plan survives first contact with the enemy”
- frequently quoted

“No plan of operations reaches with any certainty beyond the 
first encounter
with the enemy’s main force.” 
- Originally from Helmuth van Moltke, Chief of Staff, Prussian Army, 1880

Your initial cornerstone sets the framework for your consulting offering and marketing.

Initially, create a cornerstone with one to three consulting areas. For example, think of the one to three major pains you solve in your consulting. Outline those. If your marketing or sales “wander” outside those one to three pains you know you are off course and are wasting time and resources.

If you find that the market and clients are demanding something different from you then you may need to change your cornerstone, but don’t let shiny new things and random events change your cornerstone.

After having written 27 non-fiction books published by Macmillan and J Wiley Press the best way I have found to write non-fiction books is,

  1. 1
    Dive in. Forget the idea of writer’s block. Relax and let your mind and fingers go.
  2. 2
    Write outline headings as fast as possible. Make them short. Don’t worry about grammar. Don’t worry if it makes sense. You can fix it later.
  3. 3
    Use bullet format in MS Word to easily create headings and sub-headings.
  4. 4
    Rearrange headings in a logical order. (Ctrl+up/down arrow moves bullets up or down in Word.)
  5. 5
    Leave it at least overnight.
  6. 6
    Review it a day or two later with new eyes. Look for and add what might be missing.
  7. 7
    Add short, descriptive text under each heading or sub-heading. Do it fast. Correct later.
  8. 8
    Let it sit for a few days, then begin to write longer paragraphs. If you need a chart, figure, or graph put in a marker to search for later, for example, <chart: growth rate>. If you need to research something, don't stop writing, insert a marker like, ???name of city. Come back later to fix it. Find markers by opening a search box in MS Word with Ctrl+F.
  9. 9
    Return later to dive in and expand on your stream of consciousness writing.
  10. 10
    Cut, edit, and cut again.
  11. 11
    Hire a professional editor. Software can catch some grammar errors, but it won't catch logical errors or correct poor teaching structure.

Writing Your Cornerstone for Maximum Google Search Ranking

Your cornerstone forms the backbone of your website content. As described in Stage 5, Marketing Your Consulting Services, it is critical that when you add your cornerstone to your website you write using keyword phrases similar to the keywords your prospects are searching for.

After you brainstorm and draft an outline of your initial cornerstone use Neil Patel’s Ubersuggest, https://neilpatel.com/ubersuggest/, to see what keywords are ranked highly on your competitor’s sites. Ubersuggest is a GREAT free tool. In the course we cover additional tools and how to correctly use keyword phrases to improve your ranking and prevent Google from penalizing your website.

Find keyword phrases using the online application
Ubersuggest at Neil Patel's Site.
Check the keywords you have brainstormed for
views per month. 
Check keyword phrases that rank highly for your competitors.

You do not have to use the exact keywords and phrases shown in Ubersuggest or other SEO tools. Google is very smart in analyzing language. It understands synonyms and related words and phrases. In fact, you can be penalized for “packing” or “stuffing” web content with keywords. Write so it's readable, but stay on topic.

An Example Draft of an Initial Consulting Cornerstone

Here is an example of a quick, short draft for someone doing strategy and strategic performance consulting for mid-sized business. This draft has three main areas of consulting. Keep your cornerstone to one to three consulting services or your consulting will be too broad.

A draft cornerstone for consulting with three service offerings might look like this,

Corporate Strategy
Interview executives
Develop one-line Strategic Statement with exec team
Guide each executive on team to research and present a portion of SWOT
Facilitate executive team in developing Strategic Objectives
Guide team members in crisp write up of Strategic Objectives

Departmental Objectives
Interview department heads
Develop inclusion of management and leads at all levels
Develop Objective Statements with each department leadership team
Work with management and line leaders on projects, tasks and responsibilities

Key Results and Metrics
Assist heads, managers and line leaders in developing metrics
Work with IT on data definitions, warehouse and dashboards
Periodically review metrics and results

A cornerstone like this might be too large to start your consulting and marketing with, but it gives you a great idea of where you want to start and the directions you want to expand into once you are working in a client.

Over time, you should expand your cornerstone pages online with evergreen text that doesn’t change. Blogs that link to the cornerstone add more detail.

For example, if I were starting a consulting business like this, I would start consulting and marketing focused on strategy for mid-sized companies. If I could not gain entry at the executive level, then I would market and sell my skills with Key Results and Metrics. The entry there is easier and there’s lots of opportunity. Once inside a client and having built relationships with stakeholders, I would be in a good position as a known expert to be introduced to the executive level during the next strategy cycle.

Having a simple, concise cornerstone like the one above will help you stay focused as you develop the rest of your branding and marketing.

By continuously adding to your cornerstone it will become an Ultimate Guide, like the one you are reading. Ultimate Guides are magnets for Google searches, organizers for readers, and the foundation of a book.

Creating a Client Attracting LinkedIn Profile

As a consultant you must have an excellent LinkedIn profile. A LinkedIn profile is often the first-place business people check to see your authority.

Most LinkedIn profiles do a poor job of presenting a consultant’s capability. They could just as well be a copy-and-paste from a resume or C.V. They tell what you have done rather than what you can do for your clients.

50% of B2B buyers use LinkedIn as a source for their purchase decisions. That is either powerfully for you or against you depending on your LinkedIn profile.

In the following example I have written the LinkedIn profile so it is all about,

How I help people

Who I work with

More about my potential client

If the reader is a prospective client, when they read your LinkedIn profile you want them to feel like they have just found the medicine that will soothe their pain.

Client Oriented LinkedIn Profile

Your LinkedIn profile should have a photo with a professional image and a professional or experience-related background. Write and format your experience section with bullets and concise text that addresses your prospect’s biggest questions,

  • Can you solve my problems?
  • What experience do you have with this problem?
  • Can we build a relationship with trust?

In the Starting and Building a Thriving Consulting Business course you can follow along with videos that guide you through each technical step of inserting your photos, cropping and adding backgrounds from thousands of free images, and writing a professional, easy-to-read profile including bullets and indents.

In Stage 5, Building an Automated Marketing Machine, you will learn how you can use your LinkedIn profile as a publishing platform to increase your brand's reach and gravitas. A well-designed LinkedIn profile is one strong magnet that brings you leads and strengthens your brand.

Building the Best Consulting Website

Consultants must have a website. Your website is as critical as your LinkedIn profile. Not only should it illustrate your capabilities with examples, it should also give testimonials that build trust and rapport.

Websites can also be a powerful vehicle for capturing and engaging new leads and prospects.

Professional Website Layouts

Independent consultants usually use one of two types of basic website homepages and layouts. One is a personality-based website. The other is a business-based website.

A personality-based website can be very simple and highly effective, even if you aren’t Marshall Goldsmith, Simon Sinek, Marie Forleo, or Seth Godin. Personality-based websites are used by many one-person online millionaire businesses where, as the name implies, everything is presented under the brand of the personality.

A business-based consulting website presents a stronger professional image based on your brand and services. Use a business-based website if your market is larger businesses or organizations and if you want to demonstrate multiple consulting specialties, such as, corporate strategy and operational performance. 

Structuring Your Website

​There is a specific structure and set of menus that work best for consulting websites. Whether you are building your website yourself or through an agency, you should follow proven structures.

Unless you are a recognized author or speaker you will probably find it difficult to rank highly in Google search in the beginning. Most of your visitors will come from personal connection. Even so, it is still important to build a website that highlights your consulting services, shows your authority and builds trust. At the same time, it is critical that you use certain technical features and layouts so that you rank in Google search.

The cornerstone you wrote earlier, and its keyword orientation is important to your website. In Stage 5, Building an Automated Marketing Machine, you will expand on the cornerstone and make it the lever for your marketing workflow.

In the course we go over multiple website layouts. Here is a simple website layout combining elements for personal and professional branding,

Homepage
Who my clients are
What I do for my clients
Call to Action

Cornerstone – “Ultimate Guide to …”
Simplified cornerstone outlining your services
Call to Action to download the “Ultimate Guide” as a PDF

Who Am I
Build trust with a short “letter to the reader” and signature block
White papers to build authority with opt-ins to collect contact info
Case studies to build trust with opt-ins to collect contact info and segment users

Blogs

Contact Page
Include another “trust builder” letter from you with personal signature and your photo
Give multiple ways of contacting you

Consulting White Papers

Even with the web and LinkedIn, well-written, attractive white papers and case studies are part of the proof that you are an authority. Each major service described in your cornerstone could be a white paper. For each white paper you should have one to three case studies describing how you have solved the white paper’s problems for a specific industry or situation.

White papers are different from most marketing materials. White papers show serious content and prove your authority. You don’t want it filled with marketing fluff, promises, or extra words. Serious and authoritative!

White papers should be concise and include quotes, proof, and citations from real research. You want the reader to know that you know what you are writing about.

While this makes it sound like white papers should be stuffy and academic, don’t make them that way! You want your prospect to read it.

Don’t make them long. In fact, white papers should be only five to twelve pages. Use a great layout with a lot of white space. Include charts, graphs, and pictures that make your point about solving a specific pain point. You don’t want seven pages of border to border text.

If you want to start spending money,
hiring an editor and designer for your white paper

is money well spent.

If there was a spot where you wanted to spend a little marketing cash, this is it. Go to UpWork or Toptal or another freelance website and hire an editor to review your copy. (I also use Grammarly, a Word plug-in, to cross-check my grammar.) Hire a graphic artist to layout your white paper using Adobe InDesign so it looks attractive and then print it on good quality paper at a print shop.

Eventually you should have a white paper for each of your consulting service offerings.