Your consulting firm has adjusted to the lack of in-person meetings, conferences, meals, and walk-the-halls opportunities. Since you can’t attract or court Belinda Buyalot in person, you’ve moved your consulting firm’s visibility-building, marketing, and business development efforts online.
So has everyone else.
The digital world is a dense, tangled jungle of feeds, streams, messages, blogs, podcasts, webinars, emails, and more. Belinda—and every other potential client—faces an overwhelming barrage of online marketing. You’re just one voice in a deafening, screeching chorus.
Your consulting firm doesn’t stand out.
But there’s a way to break through.
As your smart parents told you years ago, “If you want someone to listen, whisper.”
The digital version of a whisper is a tight, sparse message. Lots of white space—literally and figuratively.
Eliminate Message Clutter
Many consulting firms under $25 million tout three, five or even ten services for a long list of industries. That’s clutter.
Clutter doesn’t help you win consulting clients!
Trim that clutter down to a tight, sparse, powerful message. Like this:
You’re a fashion retailer.
You want to increase upsell conversion online.
We know how.
Eliminate Content Clutter
Say less in your:
Writing and social media. Pen your first draft, then edit out at least 50%.
Webinars, podcasts and speaking. Draft your presentation, then keep only one idea. Slow down when you present.
Marketing materials. Insist on clean, simple materials. (Your prospects can always ask you for more information.)
Website. Fewer words. Your website ultimately serves one purpose: compel prospects to contact you. Delete anything not directly serving that purpose.
Fewer words. More space. Higher impact.
There’s irony in asking you to comment on this article, but chime in anyway: Where do you think you could say less?
Text and images are © 2020 David A. Fields, all rights reserved.