Right now, there is a consultant looking at their appointment book wondering how they will earn enough to keep their doors open.
They’ve spent time on LinkedIn, shared information on Twitter, and dabbled with Pinterest.
Everything seems to be working but there’s one area that hits a sore spot. Their blog. It was supposed to position them as an expert. It was supposed to establish thought leadership. Most importantly, it was supposed to attract new clients.
Their blog, maybe even your blog, isn’t bringing in those premium, pre-sold, clients.
What is the problem?
The answer is subtle and easily overlooked.
It has to do with your approach to creating information for your audience. When I tell you the answer you will probably roll your eyes and say “that’s obvious!” But I can guarantee you that you aren’t implementing this “obvious” approach.
Give me a few minutes and I will show you the key to create content that is head and shoulders above the rest. But most importantly, you will finally pass “the sniff test” and quickly close premium clients that are excited to work with you.
Problem #1: Your Obsession
Consultants are obsessed with teaching others about their subject.
For example, I love marketing for marketing’s sake alone. When someone asks me what I do, I have to restrain myself from launching into a 3-hour lecture on the merits, mechanics, and promise of marketing. My goal is to turn you into a believer.
I bet you have the same obsession about your subject.
So marketing consultants, for example, will write post after post about the thrills and mysteries of their chosen platform du jour. You believe that if your readers understands the platform then they will understand why you are the consultant they need.
Post after post if filled with fascinating facts and opinions mined from your vigilant observation and years of experience.
But the fact is –
Problem #2: Your Customers Aren’t Interested In Your Passion
The mom wanting to lose her “baby bump” doesn’t care about the best type of home workout equipment.
The recently hired 30-something isn’t fascinated by municipal bonds as an investment option.
The new business owner doesn’t care about Pin boards and Facebook news feeds.
Your passion is just a means to an end. A tool they can use to achieve their goal. They might be impressed by your fascination but they will not pay for it unless…
Solution #1: Mindset Shift: Know Your Real Business
As a consultant your real business is to legally and ethical deliver your client’s goal.
- Marketing consultants must deliver customers.
- Financial consultants must deliver a secure rate of return.
- Management consultants must deliver profits.
- Executive consultants must deliver promotions.
That is your business. What makes you interesting to clients is that you have an efficient and reliable way to deliver the goal.
Your objective is simple. Give clients what they want.
I ask my coaching clients to list their client’s objective first. Next I ask them to list how they deliver those objectives.
Another way to approach this is to ask
“What is broken?”
“How do I fix it?”
Solution #2: Create Customer Focused Content
Look at your list of upcoming posts.
Are they focused on fixing stuff your future clients care about? Or, are they chasing a fascinating tidbit of knowledge that has marginal usefulness for your client?
Here’s another question –
Is your current readership filled with people just like you? Peers who share your devotion to the subject? Yes? Then you’ve focused your content on what fascinates consultants versus what helps clients.
Prospective clients instinctively hunt for evidence that you can deliver a practical solution. Insider jargon, opinionated rants, fluff, and theory signals that you are obsessed with your subject rather than their problems.
You can solve this problem by writing Customer Focused Content.
Customer Focused Content starts with differentiating between what you love to teach and what your clients want.
Here’s a few examples:
|Your Focus||Your Passion||What Clients Want|
|Fitness Trainers||The science of sculpting and fueling the human body.||Get to their high school sophomore weight.|
|Financial Planners||Methodical investment analysis and chasing Alpha||Tons of cash for retirement while enjoying themselves today|
|Marketing Consultants||Branding, tools, platforms, analytics and brainstorming||Fast growth and rich clients|
|[What is your speciality?]||[What do you love?]||[What do clients want?]|
The “What Clients Want” column looks trite, superficial, and formulaic. It isn’t. It is exactly what your clients want from you.
The challenge is to use your experience and background from the “What Consultants Love” column to write compelling and helpful content that pushes your client’s buttons.
Scratching Your Passion Itch
You might be thinking
“Stan, I MUST write about something more substantial than client problems. I want to use my writing to explore my subject and offer new perspectives!”
I get it. Do this. Create a folder on and name it “Happy Writing”. Write your posts and save them in this folder.
This release-valve gives you a spot to place your deep thinking without compromising scaring off customers. After a year, look at what your wrote and consider publishing it as a book. This is where the content for Born to Blog came from.
Can you do this?
Do you see how Customer Focused Content attracts leads and new customers? Talk to me below.