A member of The Marketing Compass asked me for some feedback and ideas for their new consultancy business. Here is my answer:
“I recommend that you position yourself as an expert in your field and continually educate your marketplace by sharing what you know.
This can be done in many ways. However, the key will be in your actions and how you demonstrate your expertise.
For example, you could write a concise e-book that displays your knowledge. It only has to be a few thousand words in length. You can then publish this as an Amazon Kindle e-book, as I have done here: Webcopy Writing
An e-book can be expanded and turned into a print book. There are now several ‘print-your-book-on-demand’ services for low volume runs.
By the way, a blog can feed an e-book; therefore, why not plan the book in terms of chapters and sections and then blog the whole thing, one post at a time?
Another brand building idea is to give talks, i.e. at networking events or wherever members of your target market gather together.
In addition, relentlessly gather together testimonial statements and case studies, as your business grows – and upload these to your website. This is called social proof. It is better to have the customer saying how great you are, rather than you saying this yourself.”