Marketing Your Consulting Services.pdf - epiheirimatikotita.gr

One last idea: Have your logo printed on stickers. Ours are 1 1 /2'' by 1 3 /4''. We use
them on the outside of folders for seminars and on some marketing materials. Like
your company name, you should discuss your logo with your attorney, who will advise
you about filing it with the U.S. Patent and Trademark Office in order to protect it.
Brochures
A brochure is a big step for most consultants. Our first brochure was a long iterative
process that lasted over six months. It was worth it. Many consultants never
have a brochure. We realized we needed one as a “leave behind” when we called on
prospective clients. Potential clients often asked if I had something about the company
that they could read. Again, this is one more time people will be reminded of
you, so it must send the same message as the rest of your materials.
A brochure is a critical piece of your entire marketing package, and it will most
likely be the most expensive. Therefore you should hire a professional designer—
preferably the same one who designed your business cards. In fact, if you can afford
it, design all your stationery and your brochure at the same time.
Select a designer who takes the time to ask questions about what you do and
how you do it. Be certain the designer is knowledgeable of marketing and sales
strategy. In addition the designer must be a good writer, or work with a good
writer. It is a good sign if the designer is interested in helping you and your consulting
practice overall, as opposed to simply wanting to design a brochure. Your
professional will help you, but here are a few things to think about:
• Before you begin, gather some of your competitors’ brochures to examine.
• Create a brochure that is flexible and timeless yet communicates enough to
make a purchase decision.
• Project professional confidence, not just an expensive image.
• Use action-oriented words such as “results you can document,” “seize new opportunities,”“profits
you can measure.”
• Consider using questions instead of prose; questions increase the odds that the
reader will read on to get the answers.
• Colored printing escalates the cost; avoid printing in four color when black and
white could be more effective.
Marketing Image: What Message Do You Send? 61