There’s a particular type of individual who can help your consulting firm stand out from the pack and garner the praise you richly deserve.
Like Clark Kent or Diana Prince, this superhero for your consulting firm disguises their ability to lift you to new heights beneath their modest appearance.* This analogy is particularly apt since the person who will help your consulting firm shine is, in fact, “SUPER”.
Your consulting firm’s messaging dominates your efforts to attract clients.
Your marketing materials, articles, speeches, website, capabilities decks, proposals, cover notes and every other communication with a prospect or client factors into your consulting firm’s ability to gain renown, credibility and consulting engagements.
It is, therefore, paramount that your consulting firm’s messaging soars. And, while you don’t need every work your consulting firm releases to evoke comparisons with Shakespeare or da Vinci, you’ll definitely fare better when your messaging effortlessly instills confidence, generates interest and arouses admiration.
Since you’re smart, you can generate very good, B-level content yourself. (You may think your content emerges as an A; however, most consulting firms’ “very good” content is actually average. At best.)
You might also enlist others to upgrade the quality of your consulting firm’s messaging. Folks such as an editor, copywriter, designer, baker and, especially, some bright, well-spoken colleagues and mentors.
However, there’s a notable and unusual addition to your team who can elevate your consulting firm’s materials to the rare air where you truly stand out and you experience obvious benefits:
A Slow Uptake, Positively Engaged Reviewer; i.e., a SUPER man or SUPER woman.
A SUPER person is committed to your success and willing to evaluate your materials, and, importantly, also struggles to make sense of your content.
If you compiled a list of the smartest, sharpest people in your consulting firm’s orbit, your SUPER person wouldn’t immediately come to mind. In fact, ideas and expressions that make perfect sense to you, leave your SUPER person befuddled.
However, this isn’t a question of intelligence. Rather, it’s a matter of speed and ease of comprehension.
Remember, how well you communicate is as important as what you intend to communicate.
Most of the people your consulting firm turns to for help in crafting your materials are bright. They’re quick on the uptake and they understand what you’re saying even if you don’t articulate it clearly. That encourages your consulting firm to be lazy or mediocre in your messaging.
Your SUPER person forces you to step up your quality level. He or she scrawls “I don’t get it” in the margins of your proposals and “This seems inconsistent” across the pages of your website.
And your SUPER person is usually right.
When you rework your proposal, website, and other materials to the point where your SUPER person gives the thumb’s up, your messaging is inevitably far superior to where you started. Higher impact, more persuasive, clearer, and more likely to win you clients.
There is a downside to including a SUPER person on your team. Working with one can feel like you’re pushing maple syrup through cheesecloth. Slow, frustrating, and necessitating a lot of cleanup. The output, though, is verbiage that’s far superior to what your consulting firm produces alone or in collaboration with other smarty pants.
Have you ever worked with a SUPER person? How do you ensure your consulting firm’s content is truly outstanding?
Text and images are © 2022 David A. Fields, all rights reserved.