Does your consulting firm produce snoozeworthy content? Are you guilty of communicating blockbuster ideas in articles, webinars and social media posts that are utterly boring? Dull as lichen on a rock?
By adding a magic spice, your consulting firm’s ideas will pop to the top like a Taylor Swift song. You’ll transfix your audience and, most importantly, attract clients.
Let’s make your consulting firm’s content buzzworthy!
Recently, my team compared the LinkedIn posts from two different, small consulting firms.
Parone Consulting’s posts were utterly forgettable despite containing excellent ideas.[The firms’ names have been changed to protect confidentiality and to advance puns.] By the fourth example, it was a struggle just to finish reading the entire post. Parone’s efforts garnered few views, almost no comments and definitely no inquires from clients.
In contrast, Leep Group’s posts consistently generated thousands of views–sometimes tens of thousands, plus reposts, a tons of comments and a steady trickle of inquiries from prospective clients.
What’s the difference between the two consulting firms’ posts?
Buzzworthy content uses Standing-Up Energy, not sitting down energy.
Sitting down energy pervades most of Parone’s work, including their writing, speaking, webcasting, podcasting, blogging and other visibility-building efforts. They create content sitting down and it feels that way.
While their content may be practical and high-value, you can consume it while casually reclining and drifting… off… to… Zzzzzzz.
In contrast, Leep builds content with Standing-Up Energy. They employ language, expressions, illustrations and examples that only emerge when you’re bouncing on your toes and flapping your arms like a cadet in semaphore class.
Standing-Up Energy is packed with passion and enthusiasm.
It’s the difference between a soliloquy mumbled by an expert hiding behind a lectern (who may as well be sitting) that lulls you into a coma versus a rousing speech that pulls you to your feet and leaves you tingling with excitement.
Don’t take it over the top, of course. You don’t want prospects to feel shell-shocked or that your consulting firm is fake and cheesy.
But, chances are your consulting firm’s content can move two giant leaps into Standing Up Energy without any risk of crossing the line.
THE SECRET TO STANDING-UP ENERGY
If you want to produce compelling, lively, irresistible content, then (this is going to shock you)…stand up! Not metaphorically. Not figuratively. Literally.
Before you put pen to paper, pace around your office and mutter ideas out loud to yourself. Be a bit hyperactive. Then transfer that kinetic energy to your writing.
If a phrase or passage is sluggish, rise up and wave your arms around while you say it. Play with words and terms, expressing your consulting firm’s message in varied ways until the language conveys your dynamic gestures.
Then quickly sit back down and type madly. You’ll be striking your fingers against the keyboard so loudly that your neighbors will think woodpeckers are attacking their house. That’s a good sign!
Prior to appearing on a podcast or webinar, arrange your camera so that you can present from up on your feet. Clap out a few jumping jacks then deliver your pre-prepared key messages as if you’re Leonardo DiCaprio exuberantly crowing, “I’m king of the world!”
Audiences like passion. They want passion. They BUY passion.
Inspired executives stand up, open their wallets and reach out to your consulting firm. That’s when you stop waving your arms around… for just long enough to close the deal.
How do you create high-energy content?
Text and images are © 2024 David A. Fields, all rights reserved.