The Value of a Book for Professionals

A published book is one of the best credentials a consultant or other professional can have. However, since writing a book is a separate job of lower priority for most successful professionals, many books that could be written never are. That’s where we can help. By delegating the routine parts of writing your book to us, your key ideas can get out and you can have the benefits. Continue reading “The Value of a Book for Professionals”

Even Consultants Can Have Negative Views of Consultants

[The following is a note by two authors to promote their book. In trying to appeal to managers to “control” consultants better, it assumes an adversarial relationship. While what they say can be true, good consultants work together with clients in partnership and do not try to manipulate the relationship to their own advantage. For instance, they will advise clients not to use their services when it is not appropriate and help them arrange help elsewhere.]

4 Keys to Extracting Maximum Value From Consultants

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Marketing = Relationships

My approach to marketing your expertise focuses on building relationships and even friendships –  on helping other people. By focusing on building relationships with potential clients, you take the pressure off yourself and them. You show yourself at your best while minimizing rejection and imposition on others. As an academic, it’s logical that you would want to keep in touch with potential clients as sources of information, and that you would occasionally be able to help them.

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Your USP

     USP stands for unique selling proposition. It was explained in a book by Rosser Reeves (Reality in Advertising, 1961). The book is out of print and expensive to find but we have a manual on the topic. USP is closely related to positioning (Trout and Reis), and branding. (Click here to see more on the manual.)

     Your USP is a value that only you offer that makes a promise of a benefit to prospects and motivates them to buy.

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