I provide a lot of complementary consulting services, which I consider a competitive advantage over colleagues that only provide one or two specific services. How can I best get this message across?

Consultants tend to sell intangible products and services that are sometimes difficult to explain to prospects. This is why we are advised to use the "Rule of One" that copywriters use in creating ad copy. The point of this rule is to write about one thing at a time. Get to the point and make sure the reader (or prospect) understands the main benefit before elaborating all of your many services. If he or she is sufficiently interested they will ask for more details. Don't be guilty of what Mike Bosworth calls "premature elaboration."

Tip: In fact, the rules of copywriting provides a good example of how to sell your consulting services. Think about some compelling ad copy you have seen. It usually focuses on a single strong benefit. Also, it will tell a story about how the buyer could replicate the benefit already afforded to one of your past customers. Finally, make the story such that the prospect can see himself or herself using your services to resolve a difficulty they are having.

© 2009 Institute of Management Consultants USA