Great consultants know that generalists don’t win. Leaders want someone who specializes, someone who knows their specific problem inside and out. If your message is too broad, it won’t reach the people who need you – and they won’t trust that you’re the consultant they need.
Our guest in this episode is David A Fields, co-founder of Ascendant Consulting, whose work focused on helping large corporations enter new markets. That work sparked a deep, ongoing study on ways to construct and sell consulting projects for maximum value. David’s years of experience include consulting, speaking, and writing The Irresistible Consultant’s Guide to Winning Clients.
David’s made a career out of making consulting practices lucrative and lifestyle-friendly. Today, he shares that experience, along with tips about good marketing – what a consulting company can do and what they MUST do – as well as explaining why solid content is vitally important, and why your core idea must be easily repeatable if your message is going to be clear.
It can be easy to veer from your core message over time. Here are a few of TLL’s thoughts about message discipline, and how to stick to an editorial plan!