People often ask me, what is the best marketing tool for a consultant who wants to attract high-paying clients?
Some assume I will say a book. Not even close.The #1 marketing tool for a consultant is actually free. But getting it is not easy. The best tool is a good answer to the question, what do you do?
Oh, I have that nailed, you might think. Not so fast. Most consultants answer that question with their titles, degrees, credentials and the like. Please, oh please, do not say you are a consultant.
The real answer should center around the outcomes you produce for clients.
My buddy Mark LeBlanc, author of the book Growing Your Business, calls the answer your defining statement. It should roll easily off your tongue. Simple language and thoughts.
Mark says when a prospect calls you and can repeat your defining statement, you have a good one.
Here’s Mark LeBlanc’s defining statement:
“Hi, my name is Mark LeBlanc and I run a company called Small Business Success. I work with people who want to start a business and small business owners who want to grow their business.”
“Hi, my name is Henry DeVries and I run a company called the New Client Marketing Institute. I work with consultants who want to position themselves as an expert, grow their business and explore the possibilities of what could happen if they were the author of a book.”