PaulMontreal.com

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Sell Your Value, Not Your Technical Ability. A Marketing Makeover For Consultants.

by Paul Montreal. Average Reading Time: about 6 minutes.

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I’m doing a marketing makeover on Paige’s website. She’s a “Process Improvement Specialist” and she’s built a simple website to sell her consulting services. I think she’s just starting out, so let’s see if we can help her build a solid foundation for her new venture. (I’m listening to the Drive movie soundtrack while I work.) So hold onto your flowchart, here are my top 7 tips for turning your website around…

Click for fullsize

Click for fullsize

1. Make your name work for you.

“Fix My Process” is a great name. I’m not an operations guy, but I already have some idea of the value your business creates. “Fix” implies something is broken. Businesses rarely go looking for solutions until something is broken and they are already experiencing pain. That’s a truth that will resonate with your ideal clients as soon as they see your name. They have a problem, you’re the solution.

Action: We can take a great name even further by making sure the rest of our communication builds on that solid foundation of identifying and solving specific problems…

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2. Is your tagline pulling its weight?

Under your logo you’ve got a simple tagline “Process Improvement Specialists”. On the surface it’s pretty clear. But I’d drop the plural unless there really is more than one of you doing this.

Anyone checking you out already has their BS detector set on high alert. They want to trust you but they don’t know you yet. And they’ve been stung before, so they’re cynical. Your job is to give them everything they need to feel they can trust you enough to take the next step. So, if you’re a one woman business, own that. Be a solo specialist. Don’t pretend that you are a “we” or an “us”.

Remember that this really is the age of the individual specialist. It’s perfectly acceptable to be a lone gun for hire.

With that in mind, it would also be good to see you focus your audience a little more and maybe reflect that in your tagline. Instead of seeing “new” and “small” as a disadvantage, look for the benefits. The chances are you’re not going to be hired by large companies right out of the gate. They have too much at risk. So how can you better position yourself to be a perfect match for the clients you’re likely to attract anyway – businesses that are smaller, but growing?

What about positioning yourself as “the first” Process Improvement Specialist your clients are likely to hire? Larger businesses may have hired several such specialists over the years. They know what they are looking for. Younger businesses may be totally new to the idea, and as such, uncertain HOW to hire you and what to expect. Make it your job to ease them into this world. Be their starter wheels. “Fix My Process: Your First Process Improvement Specialist.”

Action: Own your size and experience and find a way to use it to your advantage to position yourself more clearly. Scan your copy for any small inaccuracies that would work against your credibility if placed under scrutiny.

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3. You either attract or repel with every single word. Make each one count.

Here’s your initial written pitch:

We can help your business!
Every business can use a hand when it comes to having a look at their operational processes. Whether the goal is to ease employee workload or to promote cost-saving practices – our goal is to facilitate process improvement through providing process maps!

We take pride in our ability to translate simple-to-complex steps and display a visually-pleasing and easy-to-understand map of your workflow. Click here to have us get started in mapping your process!

What if you need help in fixing a broken process or fine-tuning an existing process? Click here for a process improvement consultation!

Now let’s break it down one line at a time and see what we can learn…

We can help your business!

The headline is probably the most important thing on the entire page. It’s the big juicy maggot wriggling around trying to hook your client. It needs to draw them in, it needs to be compelling. At the moment it’s a little generic, although it’s good that it is focused on your clients. It should ideally talk to either the specific problem they are suffering or the ideal solution they are seeking.

Every business can use a hand when it comes to having a look at their operational processes.

Don’t try to cast a net over the entire business world. Make all your communications one-on-one conversations with your clients. If I’m a tech business, I want to see “Your tech business…”. If I’m a logistic business I want to see “Your logistics business…” I don’t care about anyone else’s business or problems but my own. So if you can’t target me precisely by industry, then talk to me about my size or my situation. I need to know that you understand ME and the problem I’m going through right now.

Whether the goal is to ease employee workload or to promote cost-saving practices – our goal is to facilitate process improvement through providing process maps!

There’s just something generic and un-emotional about “ease employee workload” and “promote cost-saving practices”. These are phrases out of text books, they aren’t how humans speak or record their problems internally. They are devoid of emotion. But it’s emotion that we use to encode and store our memories, especially our problems. It’s emotion that gets us to ACT.

“Facilitate” is a word that falls into this same category. All consultants seem to want to use it. But it means almost nothing to your clients. They never lie awake at night worrying that they don’t have someone to “facilitate” stuff. Your job (as a budding marketer) is to uncover what they DO lie awake at night worrying about, and speak in simple terms directly to that.

We take pride in our ability to translate simple-to-complex steps and display a visually-pleasing and easy-to-understand map of your workflow.

Your client doesn’t really care about your pride. (They care about their own). Pride in your work should be expressed through your attention to detail, clarity, and the testimonials of your former clients on your effectiveness.

“translate simple-to-complex steps” is a phrase that doesn’t make sense to me. Aren’t you trying to make the complex simple? And “visually-pleasing” seems like a weak benefit for your finished product. I’d suggest making a list of all the real benefits a process map can deliver. As many as you can imagine, then picking the strongest ones. “Easy-to-understand” is much stronger.

Click here to have us get started in mapping your process!

This is a call to action, which is great. But even a super-low price point isn’t going to get many people to go from a cold stranger to a hot buyer for this type of product. A product that requires work and human interaction. You haven’t yet invested enough energy in connecting with me emotionally through my problems and challenges. You haven’t persuaded me I need to act, to stop things getting worse. You haven’t positioned your process as the perfect solution. You haven’t given me proof of your ability or trustworthiness.

Moving forward, what I’d love you to do is think in terms of one-on-one sales conversations. As a business owner you’re going to have hundreds, eventually thousands of these conversations over the course of your career. They aren’t about bamboozling or pressuring people, they are simply about positioning you as the perfect solution to their existing problems.

CONTINUED…

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