How To Become a High Paid Marketing Consultant

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How To Become a High Paid Marketing Consultant

  1. 1. How To Become a High Paid Marketing ConsultantI often get asked about how to become a marketing consultant.A lot of people, even YOU perhaps, want to help small businesses but you just don’t knowwhere to start or how to do it.I’ve “been there and done that” so today, I’m going to give you the “down and dirty” on how toquickly become a small business marketing consultant.Here goes…STEP 1 – Get EducatedThe first thing you need to do is become a marketing expert. In the book Outliers, MalcolmGladwell says that to become an expert in your field, it requires at least 10,000 hours of studyand practice.Well, that’s not necessarily so in marketing. In a couple of months of serious study you canbecome a marketeting expert. If you follow a specific, well laid out roadmap, you can do it evenfaster.One of the very best sources of marketing training that I can point you to is Jay Abraham’smaterial. His book, “Getting Everything You Can Out Of All You Got” is a classic.You can also buy many of his older courses on ebay or at this page.And of course, you can’t leave out Dan Kennedy. Dan has produced more successfulmarketing consultants than any man alive.Lower down in this article you’ll find links to all the, “How to Become a Marketing Consultant”courses that I know about.One of the first marketing courses I ever purchased was Brad Anton’s, “The Antin MarketingLetter Collection!”I don’t believe he sells it any more, but it was the training that birthed me into the world of directresponse marketing.STEP 2 – Pick a NicheI don’t care what anyone tells you, servicing a specific niche will make your marketing wayeasier and dramatically increase your odds of creating a successful practice.Here’s some of the specific benefits of servicing a niche industry. 1 / 11
  2. 2. 1. Infinitely eaiser to find your prospects. 2. Save you money trying to reach your prospects.3. Create specific solutions that prospects want.4. Ability to replicate your solutions over and over again.5. Generate more referrals a lot faster.6. Greater focus by working a smaller target market.7. Ability to offer tailored big ticket back end solutions.The best niches are those which…1. Have a high ticket product/service and can afford you.2. Have many outlets in which to advertise.3. Have bad marketing where you can make a big impact.4. It’s easy to get to the decision maker.Once you pick your niche, so many things will come into focus for you. Everything becomeseasier.Marketing practices that serve every Tom, Dick and Harry business often struggle and end upgoing out of business.STEP 3 – Create a Methodology 2 / 11
  3. 3. Now that you have some marketing know how andyou have a niche, you need to create a marketing methodology that allows you to findopportunities for improvement and create quick hit and long term improvements to your client’sbusinesses.A “methodology” is simply a process or a way that you deliver your service. If you take a goodmarketing consulting course, they should teach you their methodology of improving themarketing of businesses.In this step you’ll also want to define your what your proucts and services will be (i.e. whatservices you plan to offer to your clients).Typically, I would start out with some type of assessment to find potential quick hit opportunities.Clients almost always want quick hit wins that generate enough revenue to at least justifypaying for your services.Next, I would take a wholistic view of the business and help them to create a long termmarketing strategy that might include the creation of a Unique Selling Proposition, an effectivemarketing message, and strategies for delivering that message and generating interest.STEP 4 – Get ExperienceIf you’re a brand new marketing consultant you might consider selling your services for a lowentry price or even doing some pro bono work to gain experience and generate sometestimonials.When people are paying you, they are expecting to receive services from an experiencedmarketing consultant. You need to get some experience quickly, with the lowest risk.You could offer to do work and get paid on a “performance only” basis, which means, you onlyget paid when your client gets the results that you promised. It’s a no risk offer. 3 / 11
  4. 4. STEP 5 – Create a Lead MagnetThe next step, in my opinion, is to create a “lead magnet.” A lead magnet is a piece of contentthat you either give away or sell that is educational, but leads your prospect to inquire aboutyour services.Your lead magnet could be an audio CD, a DVD, a written special report or even a book. Iprefer an audio CD or special report.Audio is my first choice because it’s easy to consume, it has a higher percieved value andbecause people are listening to your voice it increases your “likeability” factor.A great lead magnet outline might go something like this.TITLE: 11 Little Known Facts and Insider Secrets About {the problem you are solving}Opening: Have a professional intro (I get mine done at AudioBag.com). Then I have an introfrom someone of the opposite sex who gives my bio.This ebook was my lead magnet for my spa and pool marketing consulting business.PROBLEM: Talk about the problem you are solving. Discuss the consequences of the problemand how serious it is. Explain the potential dollar value of the problem.SOLUTION: Introduce your solution. Discuss the what the solution is and what the benefits areof the solution.CASE STUDIES: Give a few case studies of businesses that suffered from the problem andhow they contacted you, the process they went through and what you did to help solve theirproblem.RESULTS: Reveal the results that your clients acheived from working with you. Express theresults in dollars saved or revenue increased. 4 / 11
  5. 5. OFFER: Finally, you’ll want to have a call to action at the end of your lead magnet. I like to offera no obligation “exploratory call” or better yet, a “free consultation call.”Let them know exactly what you’re going to talk about on the consultation call. Discuss thebenefits of the call to them. Explain what they are going to be able to do as a result of your call.After you’ve created your lead magnet, develop a webpage or an email or phone in system inwhich your prospects can request your lead magnet.Use “progressive profiling,” which means, ask for their name and email address first, then onthe next page ask for their mailing address. More people will complete your request form.I prefer to send them something in the mail. They’ll be more likely to read or listen to it and itcaptures their mailing information, which will allow me to follow up with them over time.Remember, even if your prospect does not take advantage of your services after requesting thelead magnet, you still have a qualified lead that at some point in the future might desperatelywant your services.STEP 6 – Generate Consultation CallsNow it’s time to start generating as many high quality consultation calls as you possible can.You do that by marketing the heck out of your lead magnet.I could write a book about marketing your lead magnet, but we’d be here too long.But just look for ways to advertise. Here’s a few ideas.1. Advertise your lead magnet online and on the web.2. Create web content that offers your lead magnet.3. Get JV partners to give away your lead magnet.4. Offer your lead magnet on your blog. 5 / 11
  6. 6. The key here is to get people to REQUEST your lead magnet. Do not just send it to them. Theyneed to request it.When they request your information, they are 10 times more likely to consume it and take actionon it.STEP 7 – Do WorkThis is where you deliver your service. Here some tips for you to use to deliver marketingconsulting services that get results (in no particular order).Tip 1. Create a marketing implementation plan with tasks, steps, deadlines, andresponsibilities (especially the responsibilities of the client).Tip 2. Set full expectations up front with the client. Have them agree on what you’ll bedoing and what and when they’ll be expected to do.Set their expectations for the timeframe you think they’ll be able to see results and what thoseresults might be. In addition, make sure you clarify what and when you’ll be billing them.Tip 3. Document your results. Document the ROI on those results. Get testimonials of theresults. Publicize your positive results.Tip 4. Write regular status memos and make sure your client is up to date on where theproject is and how it’s going. Make sure you communicate early any obstacles you might beencountering and how that might affect the results.Tip 5. Train your client along the way. Educate them as much as possible. Help your clientbecome self sufficient.Tip 6. Create some quick wins with tangible results. Try to make those quick wins generateenough revenue to pay for your entire services. Your client wants to see fast results.STEP 8 – Document ProofThere is one and almost always one reason why your client will hire you. PROOF!If you can prove without a shadow of a doubt that you can get results for your clients, thenyou’ll close all the marketing consulting work you can handle.Proof can come in many forms such as:1. Client testimonials 6 / 11
  7. 7. Write articles for industry publications.2. Stats and data with charts and graphs3. Awards or honors4. Write ups in publications5. Facebook comments6. Survey or test results7. Photos, videos, scans or screenshots8. stories, analogies, anecdotes or case studiesThese elements of proof can help you to demonstrate your expertise and get prospects beggingyou to become your clients.One of the biggest mistakes I seen marketing consultants make is not going back and collectingthis information.Proof elements work even better when you’re targeting a specific niche industry.The single most popular question I got from clients was, “How are my competitors solving thatproblem?” Having proof can answer that question.STEP 9 – Systemitize 7 / 11
  8. 8. Unless you want to become a slave to your practice, you MUST systemitize your processes. Systemitizing your process means to break what you do down intostep-by-step processes with instructions so that just about anyone will be able to replicate yoursuccess.Systemitizing can include writing down your process using graphcs and photos to showsomeone how to do it.It can also include shooting video or screenrecording your computer as you explain a task.If you don’t systemitize your business you’ll find yourself recreating solutions over and overagain, which results in waste of time, money and effort.If you ever want to find freedom in your practice, you must systemitize your marketingconsulting practices.STEP 10 – Hire OthersOnce you’ve systemtized your processes, it’s time to hire other people to do those processesso that you don’t have to.The #1 thing you should be doing in your marketing consulting practice is being a rainmaker, orin other words, bringing in new clients (and even this you should systemtize and hire out).Hiring people to run your systems frees up your time to become the rainmaker for your practiceby testing new marketing methods, channels and ways to get new clients.Here are some tips for hiring people:Tip 1. Quiz your candidates about their marketing knowledge.Tip 2. Find out what they’ve previously accomplished. 8 / 11
  9. 9. Tip 3. Call references and prior fellow employees.Tip 4. Research them online, find friends and ask them questions about your candidate.Tip 5. Hire people with pertinent skillsets who are way better than you.Tip 6. Find people who are totally passionate about marketing.Tip 7. Spend lots of time (hours) with your candidates to get a real feel for who they are.Tip 8. Know the qualities you want in an employee and look for those qualities and don’t settlefor less.Tip 9. Ask your current employees for referrals.Hiring additional consultants or people to help you with the marketing work is a critical step.Training a new employee is a very expensive process.If you don’t make the right selection, you’ll end up wasting a bunch of money, time and effortthat you could have put into the “right” person.STEP 11 – ExpandNow that you’ve got a methodology, some clients, replicateable processes and employees tohandle more clients, it’s time expand. The key to expanding your business is creating a superhot lead generation and sales process and then dramatically increase the leads going into yourfunnell.That means that you need to find new and different sources of leads that you can attract. 9 / 11
  10. 10. For me, that’s meant spending more money on promoting my lead magnet.That starts with knowing what a lead is worth to you. To know that, you need to know yourclosing rates and the average amount of money you make on a client.Once you know what a lead is worth to you, now you know how much you can spend to get anew lead. Having this number helps you to determine where to spend and how much to spendon advertising and promotion.As you generate more business, you’ll also need to ramp up your staff and client support. Myone piece of advice is to stay as lean as possible while delivering the highest amount of clientservice.A lot of things can change fast in your market and the economy that can force you to have toreduce your cost of doing business.My other piece of advice as you expand would be to outsource as much of the work as possibleon a contract basis where it makes sense so that you can ramp up or pull back quickly without alot of difficulty.ConclusionIn this article I’ve outline the high level steps to becoming a marketing consultant. I’ve beenthere and done it and these are the steps I’ve learned from my own experience.And again, this is a high level overview. It would take a longer course to go into the details ofhow everything I’ve laid out is actually done.However, below I have posted some links to “How to Become a Marketing Consultant” coursesthat you can review.I wish you the best of success in becoming a marketing consultant.Links to Marketing Consulting CoursesThe following are some links to “How to Become a Marketing Consultant” courses. Some areinformation products and others are live trainings.Jay Abraham marketing courses.1. Martin Howey’s Topline Marketing Consultant’s Program2. Richard Johnson’s HMA Marketing Consultant Course3. Dan Kennedy’s Consulting and Coaches bootcamp 10 / 11
  11. 11. 4. C.J. Hayden’s Get Clients Now! program 5. Mitch Meyerson’s Guerilla Marketing Coach Program 6. John Jantsch’s Duct Tape Marketing Consultant Program 7. Jim Ackerman’s PCM Coach Program 8. Bob Berg’s Go Giver Coach Program I hope this article has helped you that aspire to start your own marketing consulting or coaching practice. P.S. If you want to know how some of the top marketing consultants in the business get clients then you might want to listen to these interviews. Read More . . . How To Become a High Paid Marketing Consultant 11 / 11Powered by TCPDF (www.tcpdf.org)

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