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One of the paradoxes of my work is this: many of my most intelligent clients have the greatest difficulty explaining what they do. Why? I suspect it’s because, ultimately, what they really sell is intelligence itself, a difficult quality to articulate in marketing messaging. This is a common problem among service providers, like consultants, who sell an intangible service whose value is entirely wrapped in the subtleties of research, collaboration, thinking, and thoughtful execution.

The temptation, in these cases, is to promote your “secret sauce” formula that sets you apart from the competition. The problem? It’s really hard to get prospects excited about reading about yet another methodology.

Remember, they’re not interested in you — they’re interested in solving their own problems. That’s the key to resolving this marketing tangle.

Take a step back with me. We both know that your real value lies in your ability to streamline workflows, uncover new marketing opportunities, resolve internal conflicts, fulfill effective change management, etc. You never let go of the big stuff — that’s what you do and it’s how, in the long run, you make good money.

But don’t lead with the big stuff. Lead with something small, sharp and urgent. Think of this way: What kind of emergency can you address? What customer fire can you put out fast?

Think of the plumber’s magnet. Your local plumber makes the big bucks on new construction, renovations, heating systems, etc. But these are tough sells, really difficult ways to engage new customers.

So they give you a magnet with their name and phone number. Why? So one day when a pipe bursts and you need help fast, you’ll call that number and get their help. It’s not only about the immediate business; it’s about beginning a new business relationship.

If you have a complex service, can you make a simple urgent offer that can initiate your customer relationship? Example: I worked with a huge commercial real estate firm that helped banks maintain, market and sell properties they had received in bankruptcy/mortgage defaults. Selling this kind of big ticket work was hard. But they also offered a 24/7 emergency security service; as soon as a bank got a property, they could call this firm and within hours, the firm would change the locks and take all the other measures necessary to secure the property. This service was not a big money maker. But it was a brilliant way of getting in the door and landing big jobs.

What’s your “magnet,” what’s your emergency service? Target a small urgent need so that you can begin the conversation that brings you the larger, more lucrative work.

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