Consultants (as well as lawyers) can
be a touch wordy sometimes. Especially when trying to sell their
services to prospective clients. Often we think that it's necessary to cover
the waterfront in terms of explaining who we are, what we do (or did), and whom
we do (or have done) work for. Or, in some cases, all of the above and more.
Instead, we should be conveying more about the value we add to the personal
lives and businesses of those we represent.
So, when I looked at my trusty copy
Marketing Meditations: Daily Lessons for Marketing & Commmunications
Professionals, by Richard Levick and Larry Smith, to see what the
meditation for today was, lo and behold, as usual it was very succinct:
say what you did. Say why you did it. Think and report benefits."
Better to let potential clients
grasp the benefits gained from your services, rather than you trying to "sell"
them. Now that's short and sweet. Less can really be more every so often.
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