Weekly best practice tips to help you attract the right clients

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The archive

Do you sell services or transformations?

If you were creating a new service offering, how would you package your expertise? We as consultants and expert service providers tend to put more emphasis on selling activities or deliverables rather than the outcomes we enable for clients.

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3 principles to keep your pipeline full and routinely attract the right clients

Are you finding it hard to attract your ideal clients? In this article I share three principles to help with this situation – all of which underpin an effective marketing approach.

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The marketing metrics you need to monitor to attract consulting clients

Do you find marketing metrics overwhelming? Then you're not alone. As a small expert business owner, you're probably under-resourced and struggle to find the time to stop and assess what's working (and what isn't).

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Why experts struggle with marketing their services (and what you can do about it)

Do you find it difficult to promote your expertise-driven business? In this article, I explore the typical issues and key factors to look out for.

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5 reasons why you shouldn’t respond to requests for proposals as a consultant

Have you ever received a request for a proposal? Although it may seem like a good opportunity, there are several reasons why sending that proposal could be bad for your business.

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3 steps to grow a LinkedIn following to attract consulting clients from scratch

Want to attract more clients on LinkedIn but aren't sure where to start? In this article, I provide a step-by-step guide to help you grow your audience of potential clients from scratch.

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6 website mistakes experts make when it comes to attracting clients

As an expert service provider, your website is often one of the first points of contact for potential clients, so it’s important that it's designed to attract them. In this article, I discuss six things to avoid.

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How to use webinars to attract consulting clients

Have you thought about running webinars to generate leads for your consulting business? This article will show you the best practice tips and tricks to make your next webinar a success.

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How you can use lead magnets to attract professional services clients

As a subject matter expert, using lead magnets as part of your marketing activity can be a great way to demonstrate your expertise and build a pipeline of potential clients. Read this article to discover what makes the perfect lead magnet.

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The two types of marketing and when to use them for promoting professional services

Do you want to improve your marketing strategy, but don't know where to start? Understanding the difference between direct response and brand marketing is a great place to begin.

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How to write your messaging when you offer a range of professional services

Do you find it difficult to describe your offering? When you provide more than one service, it can be tricky to write the key messaging for your business as a whole. In this tip, I breakdown how to approach this task for your business.

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Do your clients see you as a vendor or expert practitioner?

If you've ever felt dissatisfied with how your clients treat you as a service provider, there could be a problem with the role you are playing in your engagements. In this tip, I talk about the difference between expert practitioners and vendors.

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Focus on the clients’ problems, not your solutions

When it comes to selling services, many consultants and experts often overlook the importance of addressing the target audience’s problems and pain points before pitching their solutions. In this tip, I explain why this is something to avoid.

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What would your Dragons’ Den pitch be?

How do you feel when you’re in front of a potential client and have to communicate the value of your services? Do you fumble and struggle to find the right words? Or have you crafted the perfect pitch?

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What's your brand?

There tends to be a lot of confusion when it comes to branding and what it really means for businesses. Branding is a larger topic than most people consider, and it goes much deeper than just the visual look and feel of your marketing communications.

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Expert service providers, who are your gatekeepers?

One method for attracting clients that’s often overlooked is to work with individuals and businesses that already have access to your target audience.

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Levels of positioning for expert service providers

Most professional service providers find it challenging to describe the value of their offering publicly. Yet this is a very important thing to get right once you have established your business and staked a claim of expertise.

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The number one rule about creating marketing materials for professional services businesses

As experts it can be tempting to dive right into talking about your credibility and past experience – which is understandable because your whole business is built around selling expertise. However, this is not the best way to attract clients.

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Key things to remember about social proof for professional services business

When it comes to buying decisions where money is at stake, social proof can be a very powerful tool to attract potential clients and spark demand for your service offering.

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Three things to remember about using social media to promote services

If you think social media is just for brands that sell Instagram-worthy products, it's time to reevaluate. When used correctly, social media can be a great tool for all companies, even those serving other businesses.

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Why you should pigeonhole yourself as a professional services provider

Want to be choosy about who you work with? Well this is the place to start. Most expert service providers are marketing themselves too broadly which causes them to take on projects just to pay the bills.

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The biggest marketing mistakes professional services firms make

Most expertise-driven businesses are being held back by bad marketing. Not only does this limit the amount of clients they can attract, but it also impacts their profitability.

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Four ways to get clients quickly

Perhaps you are just having a quiet period, or maybe you have just launched your business altogether. Either way, there will most likely be a time when you need to bring in revenue as quickly as possible.

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Optimise your LinkedIn profile to attract clients in 6 steps

LinkedIn is a powerful tool for meeting and interacting with potential clients but the truth is, the majority of experts’ LinkedIn profiles are not optimised for client attraction.

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How to create an in-demand service offering

I know it can be challenging for experts to communicate the value of their services because services are intangible by nature. The goal is to give potential clients confidence that you can help them achieve their desired outcome.

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Your target isn’t your market

The fear that comes with niching down is understandable because it feels like you are limiting the opportunity available to you. When in fact, the opposite is true for reasons I’ll explain.

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How to reach your ideal clients for free using your LinkedIn Sales Navigator month trial

LinkedIn Sales Navigator is a very powerful tool to build relationships with your ideal clients – the best part is that you can use it without ever actually needing to pay for it. In this guide I’ll show you how!

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The biggest website mistake experts make

A great website is so much more than a glorified brochure or business card. It should be working around the clock to generate leads on your behalf. Unfortunately most businesses make a critical mistake with their website.

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The cost of billing expert services by the hour

Although it is common practice, hourly billing is not good for your business for a number of reasons.

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Is your marketing active or passive?

Unfortunately it's all too common for expert service providers to spend time and money creating marketing tools such as websites to then forget about them – hoping they will generate leads on their behalf without needing to change any content.

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The email newsletter is dead

How many times have you seen the words “sign up to our newsletter” on a website and completely ignored it? The truth is – unless you have celebrity status, no one really cares about your news updates.

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The first step to only working with dream clients (+ free editable template)

Have you ever stopped to consider what your best clients have in common? Knowing the answer to this question is the key to both an effective marketing plan, and being satisfied with each of your client relationships.

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Are you attracting your ideal clients?

A lot of expertise-driven businesses make the mistake of trying to appeal to everyone in their marketing materials, but when they do this, they’re effectively appealing to nobody.

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Use productised services to stop writing proposals

One of the biggest benefits of productised services is that it completely removes the need to write proposals for each potential new client. And because the scope of the project is clearly defined, all of the service information (potentially even the

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Selfless over selfish marketing

Marketing is all about identifying your ideal clients, building trust, and encouraging them to choose your offering over the competition.Yet the vast majority of companies are not doing marketing in the optimum way.

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How to make your marketing instantly more effective: specialisation

Specialisation involves defining the parameters in which your business operates. Once you do this, your marketing becomes more effective and it will help you attract your ideal clients and exclude those that you are not interested in working with.

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