How to Earn Attention: 7 Practical Principles for Consultants, Professional Services Firms and Other...

7 Practical Principles for Consultants, Professional Services Firms and Other

Expertise Businesses

How to Earn Attention

Photo: T.C. Morgan/Flickr

The way to build an expertise business is

to share your knowledge. 

#1

Buyers of expertise services are looking for insight and solutions.

The way to connect with these buyers is to demonstrate your understanding of their problems and your ability to improve their performance.

Photo: Håkan Dahlström /Flickr

To grow your business, share your knowledge and expertise within industry forums.

Photo: Taco Ekkel/Flickr

Thought leadership is an investment.

#2

Articles, conference presentations and other professional contributions have a multiplier effect.

As you build a body of intellectual property, new contribution opportunities open up, leading to exponential growth in market awareness.

Photo: Shaun Dunphy/Flickr

Thought leadership is a long-term commitment, but it does not need to drain attention and resources. Steady progress yields strong results in a short time.

Photo: Leonora Enking/Flickr

The mass marketing mentality is counterproductive.

#3

Consulting and professional services firms need to put advertising, branding, brochures and other traditional marketing efforts into perspective. An expertise business is not like Coca-Cola, The Gap or Apple.

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You don’t need millions of customers.

One hundred or even one dozen clients who understand your value can make your business thrive.

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The term “thought leadership” can be misleading. 

#4

Many people associate the title “thought leader” with very large firms that sponsor sophisticated research programs.

Research leadership can be important, but it is not the main focus of thought leadership strategy.

Photo: jai Mansson/Flickr

The term “solutions leadership” is more to the point.

Any firm that helps clients solve their business problems can play a prominent role in industry discussions.

Photo: photo fiddler/Flickr

Understanding the platform

is key. #5

The power of thought leadership strategy is that the “platform” already exists. Trade publications, conferences, professional associations and other organizations have already created the infrastructure for sharing expertise within your niche—and they depend on input from knowledge leaders.

Photo: Steve Pomeroy/Flickr

Firms that are able to produce high-value content can leverage these platforms to create out-sized market awareness.

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Gatekeepers are still important.

#6

The internet and social media have broken down many barriers to sharing information and expertise.

Photo: U.S. Navy/Flickr

At the same time, people who need credible, effective information continue to seek “curated” content on the web and in print.

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The titles are changing, but gatekeepers still exist—and they continue to play an important role in determining the information that people receive.

The key to working constructively with editors, journalists, event organizers and other gatekeepers is to provide them with engaging information that is valuable to their audiences.

Photo: Luca Sartoni/Flickr

Most expertise companies have untapped reserves.   #7

Many consulting and professional services firms do not perceive the full value of their expertise.

They see their business in terms of services and deliverables.

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Instead, look at your business from the client’s point of view.

How do you understand your clients’ challenges? How do you help clients overcome them?

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Refocusing on results will unlock the true value of your intellectual capital, positioning your firm as a source of high-value solutions.

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Focus on ValueThese seven principles define the Open Passage strategy for helping clients grow their business. Open Passage help consulting and professional services firms: > Demonstrate their value to the market by sharing their

expertise and solutions.

> Create and implement a manageable plan for building a body of intellectual property.

> Amplify the short-term impact of intellectual property, and build its long-term value.

www.open-passage.com

Photo: Taco Ekkel/Flickr