As offline consultants what are different ways to position ourselves?

by Mynt
7 replies
In terms of online marketing services to local business owners -- what are unique ways to angle and differentiated our services from competition? what exactly do small businesses value/want in a freelance consultant?
  • no contract?
  • on call 10 hours per day, prompt reply to communications?
  • money back performance guaranteed?
  • short turn around time on deliverables (and promises)?
  • price advantage over firms, agencies?
  • more personable "meet over coffee" compared to firms, agencies?
  • reliability, commitment, trust?
  • industry and miscellaneous PR awards (eg. fastest growing company)?
  • testimonials, detailed case studies?

If I were to compile a master bullet point list of benefits on my sales page (targeted to small business owners wanting online marketing) -- what would the list include?
#consultants #offline #position #ways
  • Profile picture of the author massiveray
    The only thing they want:
    1) they pay you £x, you make them £xx

    Work out how to position yourself as that guy.
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    • Profile picture of the author Underground
      Originally Posted by massiveray View Post

      The only thing they want:
      1) they pay you £x, you make them £xx

      Work out how to position yourself as that guy.
      Nailed it in two sentences. To add, you really need to be that person by having the proven track record and being able to back it. But if you can get to that stage where you show how you've done that, you'll beat any other positioning statement.


      Something like 'we try harder' can't generate the same response as something where the positioning is based on real results where you could truly say 'our minimum increase in sales for our clients has been 30%. Our biggest is a 200% increase in sales' and mean it, and then have a nice little statement to encapsulate that.

      Even the best positioning statements won't beat facts.

      Here's a great one based on facts take from the article Ewen linked to, which Jason posted above.

      '“There are probably thousands of copywriters out there today. But, there are 3 who specialize in web copy that are really very good. But to my knowledge I’m the only one that has brought his clients over $10 Million in sales this year.”


      That's a killer. If you get better results then everyone else, then you get the trump card.
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  • Profile picture of the author Aaron Doud
    no contract?
    This sounds like a bad idea for everyone. At least have a short agreement (basically a contract in another name).

    on call 10 hours per day, prompt reply to communications?
    Unless you have 24/7 Support don't use it in the pitch. People are used to Business Hour support, replies within 24 to 48 hrs, and of course 24/7 Support. Only 24/7 is something to brag about.

    money back performance guaranteed?
    This could work but split test it. For some a better than money back let's them sell more but it is not as common in services for obvious reasons.

    short turn around time on deliverables (and promises)?
    You should give an estimated date when it will be done and that should be accurate. This isn't a benefit so much as an expectation.

    price advantage over firms, agencies?
    If you want to sell on price by all means do but remember that in B2B cheap is expensive in our minds.

    more personable "meet over coffee" compared to firms, agencies?
    Not really something you promote but part of your culture. For some clients this will be great and others will hate it. But you need a culture you are happy with.

    reliability, commitment, trust?
    If you say it no one will believe it. You need social proof for this to work. And it can be a great thing. Especially if you know they will be comparing multiple bids.

    industry and miscellaneous PR awards (eg. fastest growing company)?
    This is also Social Proof.

    testimonials, detailed case studies?
    Social Proof for testimonials again. Case studies can be great as articles and such to share with potential clients.
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    • Profile picture of the author ewenmack
      Look for ways to open up a new category
      where you can be the first and own it.

      For example you are an SEO company,

      From there you do research on what your clients competitors
      are doing as part of your normal offering...may even be free.

      Now what if you took that research capability and package it as your core service from a research company.

      You are now a research company on company competitor analysis for clients.

      You position it as "a competitor is stealing your business and we track down how they are doing it."

      That's an example of repositioning a business which targets a specific problem.

      And no one else is doing it.

      There's books called Blue Ocean Strategy,
      Differentiate Or Die and 22 Immutable Laws Of Marketing.

      Should get your mental gears moving.

      Best,
      Ewen
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      • Profile picture of the author TheBigBee
        Originally Posted by ewenmack View Post

        Look for ways to open up a new category
        where you can be the first and own it.

        For example you are an SEO company,

        From there you do research on what your clients competitors
        are doing as part of your normal offering...may even be free.

        Now what if you took that research capability and package it as your core service from a research company.

        You are now a research company on company competitor analysis for clients.

        You position it as "a competitor is stealing your business and we track down how they are doing it."

        That's an example of repositioning a business which targets a specific problem.

        And no one else is doing it.

        There's books called Blue Ocean Strategy,
        Differentiate Or Die and 22 Immutable Laws Of Marketing.

        Should get your mental gears moving.

        Best,
        Ewen
        Co-sign, co-sign, co-sign!!! Taking stuff and making it yours is how great men have built great products and great fortunes (think Steve Jobs, Bill Gates, Mark Zuckerberg).

        Offering one very specific thing, and one very specific benefit with a little "wow" factor is working well as an "entry point" for me. Find that entry point, and go from there.
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  • Profile picture of the author sdentrepreneur
    I like to guarantee some results. I have found that makes the client happy since very few people can offer the same.
    It could be simple as promising certain number of Facebook/Twitter Followers, Google Map Placement, Google Adwords or Organic Ranking.
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