Cashflow Copywriting and Marketing

About Rowan

• NLH

  I started out as an internal consultant for a 25,000 employee company. When I ‘went out on my own’, my first clients were people that I had worked with on projects at other companies. They knew my work and HOW I worked, which was a big advantage. From there, I did A LOT of networking. Networking, repeat business and ‘word of mouth’ recommendations from previous clients continue to be my primary account source.

  So the real thing you sell is your skill. Many consultants create a ‘product’ and go find a company that needs it. (They have an answer looking for the right question) I go at it the other way around. I assess the company’s needs and find an answer that meets their particular needs–or a way to modify a standard ‘answer’ and customize it for their organizational culture. The ‘cookie cutter’ approach has never worked well for me, especially with small clients. While I have done a few project for companies as large as Harrah’s, most of my work is small businesses who need to buy expertise.

  When you consult, you not only need content expertise, but also what may be a new skill–external consulting. "Knowing your stuff" isn’t enough. It’s more than project management–it’s relationship management PLUS. Be sure you understand the pros and cons of being an external consultant. Misunderstanding the evolving client needs and expectations can deal a fatal blow more quickly than you would ever believe possible.

  As far as the website, it can be a communication tool, especially when you are small. Putting a secured logon for client communications could be helpful. As far as marketing tool, I’m not a big fan–at least not until you are ready to go national. If you want to build local clients first (build your portfolio with less expense), a website I don’t think is that helpful except to provide a "professional face". My site gets as many hit from China and Europe as it does locally.

  Bottom line advise:
  1. Understand what you do REALLY well and what you DON’T.
  2. Start with WHAT and WHO you already know.
  3. Always put the client’s needs first. (I’ve turned down projects because what they needed wasn’t what I was great at–and they needed someone great. So I refered them to someone who was. I got a job from them later because they trusted me and they continue to send me referals.)
  4. Network
  5. Network
  6. Network
  7. Netw….I think you got the picture.
  References :
  12 years consulting experience

• TM Express™

  Associations may be a good avenue to explore. These organizations will address many of the thoughts, questions and concerns you’ll inevitably have as well as many you haven’t anticipated yet. See the source box for some relevant links.

  Hope that helps! I wish you much success & happiness in all your ventures!
  References :
  Associations:
  http://www.consultapc.org/ — Association of Professional Consultants
  http://www.mcninet.com/onassociations.html — Listing of Associations