When it comes to marketing your consulting practice, your success lies in your ability to communicate your value to your target audience.
But consultants make a lot of mistakes when trying to communicate that value – mistakes that wind up costing them money in the form of lost opportunities.
So whether you’re just starting out as a consultant, or consider yourself a veteran, here are four common marketing mistakes to avoid.
Mistake #1: Communicating the “Features” Only
Prospects don’t care so much about the services, methodologies, and approaches you can offer – i.e. “the features.” They care about results you can deliver to them.
So when communicating with your buyers, whether in person or via your website, skip the fancy “consultant speak.” Focus on benefits and results instead.
Mistake #2: Communicating With the Wrong Audience
Many consultants with blogs and websites complain they’re not receiving any revenue for their efforts in the form of qualified leads.
The problem, though, lies in the fact that they’re often communicating with the wrong audience. How could that be, you ask?
Because their materials are written in a way geared toward their peers rather than their buyers. So while fellow consultants might be reading the latest blog post, prospects certainly aren’t.
Mistake #3: Not Communicating at All
Other consultants think developing content like blogs, white papers, case studies, and online articles is a waste of time. But the reality is that when you provide relevant and insightful information to prospects, you’re positioning yourself as an expert in their eyes – which can result in more leads and more sales.
Mistake #4: Not Knowing How to Communicate
Every consultant knows how to communicate, right? They wouldn’t be able to sell their services if they couldn’t. And yet, ask a consultant “what do you do?” or “what value do you provide to clients?” and just wait for the blank stare and/or stuttering to ensue.
The fact of the matter is that many consultants don’t know how to communicate their value to buyers in a way that’s easy to understand, leading to missed opportunities.
Do these mistakes sound familiar? Are you ready to do something about them? Then contact The Clever Consultant. From help defining your value proposition to designing your website, we can help ensure you communicate effectively with your audience – while also getting the most out of your marketing budget.