Attracting New Clients

<p>If you Google the term marketing consultant, you will get 748,000 results pop up.</p> <p>Each describing themselves as a marketing consultant and each attempting to describe themselves slightly better in one way or another than the other 747,999 of them.</p> <p>What a tough gig – what a failing proposition.</p> <p>So if you are a marketing consultant you have no choice but to put some energy into differentiation.</p> <p>You do not want to be what all the others are.</p> <p>So my first problem if I was touting for business through Google is I would have to confront how I describe myself.</p> <p>Same goes for a client of mine who is an accountant (385,000 search results in Perth WA alone), sure his practice is Xero certified  but so are 70% of the other 385k.</p> <p>Here too a point of difference is desperately required.</p> <p>In fact, describing yourself as Xero certified is the wrong way to present yourself for two reasons.</p> <p>One, nobody really wants that. They want outcomes. They want benefits, they want assets. They want things that work. They want information. They want the ability to manage their business effectively. Those are the things they want.</p> <p>In my world, everybody says, I can do your marketing, I can do your this, I can do your that as well. But that, simply tells us what not to say.</p> <p>What I do for clients is i make a list of the 10 things everybody in the category is saying, and then I know what to rule out in the messaging.</p> <p>You have to position yourself as something other than what everybody else is saying.</p> <p>Being just a marketing consultant or being a Xero certified accountant, or whatever it is, is simply a tool in the toolbox rather than what you are.</p> <p>In my case I am there to help my clients exploit an opportunity, or to drive growth, expansion, revenue improvements, or profit improvements.</p> <p>Nobody really wants just marketing.</p> <p>And if they do, they're buying it as a commodity from the cheapest provider that they can get it from.</p> <p>So I'm