I would like to find some way to differentiate my consulting company. We have nice collateral, both design and content, but it seems many others do as well. How do I separate myself from the consulting marketing noise?
In any competition for mind share, the key word is memorable. To stand out from the clutter, your few seconds in front of a client must be high quality, relevant to the prospect's needs, and have an element of intrigue. There are legendary stories of product sales pitches for which a demonstration was vivid and relevant and became the new standard for that industry (usually until the creator of that novel pitch came up with something even more memorable).
It is important is to weave your service value into a story. An archetypal story with a setting (in this case, the business environment), protagonists (your prospects and their competitors), conflict (the "unsolvable" problem or opportunity they face) and resolution (that would be your services) is a powerful weapon to get them to consider your firm. This is more than a case study, which appeals to the intellect. Create a narrative that appeals to their emotion - it is likely to be the only one they hear.Tip:
Also consider format. Most consultants know the "Shift Happens" or "Did You Know
" videos. Consider the impact (as evidenced by the number of viewings on YouTube) these messages have. Rather than putting your "corporate capabilities" into a folder of slick sheets, what if you created a 3-4 minute presentation that got right to the point about the pain your solutions could reduce? Because it is about the client and not the consultant it is more emotionally engaging. The unique and fast pace of the format makes it more intriguing and easy to absorb. The fact that the structure leads directly from their problem to your solution makes it effective. Finally, if you host it on your site, if allows people to look around for other services they might need. If it is really good like the Did You Know videos, it might just go viral!© 2009 Institute of Management Consultants USA