Why Your Website Sucks and Your Web Designer Hates You!

Many web design trends and technologies have come and gone since I started building websites in the dark ages of 1996. But one crucial issue hasn’t changed much since day one: “Web design” is not really about “design” at all. If you've spoken to many business owners, you've probably heard some of them say something like this:…

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Crafting Your Positioning Statement

For me, the single most important thing you must have clarity on in your business is your "positioning statement". Your positioning statement defines your brand position, identifies your ideal customer and the problem you solve for them. A quick note on terminology: positioning statement can also be referred to as "value proposition", “Unique Value Proposition”, “UVP” and…

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What Is Their Painful, Urgent Problem That You Solve?

In the previous article, I challenged you to focus on just one target vertical as your market. Most consulting firms have a wide range of different ways that you can help your clients, for the many different problems that you can solve for them. Where Does It Hurt? For the purposes of this challenge, I'm asking you…

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Who – Specifically – Do You Serve?

A fundamental element of a marketing strategy for a consulting business is to have a specific target market. You can probably help a whole range of different clients, and you might be tempted to keep your target market as broad as possible, particularly when times are tough and the economy is down. After all, the more potential…

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Trust is the currency of professional services

Marketing in the world of consulting may not be easy, but it is quite simple. It's all about understanding trust. Trust is more valuable than cash. Trust is the currency of professional services The purchase of consulting services is very different from other types of purchases, which is why so much of the marketing advice you see…

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Lead Generation Tactics for Your Website

I'm going to outline four simple lead generation tactics that you can use to generate leads for your business from your website. These tactics are sometimes called "funnels" or "sales funnels". Here are the four tactics we'll cover in this article: Contact Form Call Booking Call Application Email Opt-in But first I have a golden rule in…

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