September 18, 2024 • 23 mins
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In this "Black Girls Consult Too!" episode, Dr. Angelina Davis delves into the transformative power of productizing consulting services. Discover how productizing your consulting business can free up your time, multiply your impact, and create scalable revenue streams. Whether you're an experienced consultant or just starting out, this episode provides insight into how a productized approach can benefit your business and the clients you serve. Subscribe now for more expert advice on thriving in the consulting industry!
YouTube Version: Why You Should Productize Your Consulting Services
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
So you're wondering how to market your productized
consulting service.
Now, if you've been tuning intothis podcast over the last
couple of episodes, we've beentalking a little bit about
productizing your consultingservices and what that looks
like, why you want to do it, howyou create a productized
consulting service or offer, andnow you're likely thinking how
(00:22):
in the world do I market thiseffectively?
So if you have been wonderinghow to market your services and
sell them without anoverwhelming capacity and for
you to generate the sales thatyou know your services can
command, then this episode isfor you.
They say the odds are stackedagainst us as women, especially
(00:46):
women of color, trying to thrivein the consulting world.
But rather than wait for a seatat the table that may never
come, what if we build our owntables?
What if we channeled ourtalents into guiding each other
towards the success we deserve?
Welcome to the Black GirlsConsulting Podcast.
I'm your host, dr AngelinaDavis, and I've walked the path
from healthcare consultant to amentor for women like you,
(01:09):
ambitious, unstoppable and readyto make waves in the consulting
world.
This podcast is your go-to spotfor all things entrepreneurial
consulting.
For us as women, especiallywomen of color.
Think of it as your weeklycoffee date with a friend who's
here to dish out real talk onbuilding a solid business,
elevating your thoughtleadership and mastering that
(01:31):
all-important mindset.
And let's not forget, we'redoing all of this while
balancing day jobs, family lifeand running teams.
Yes, we can do it all.
So if you're ready to dive intohow you can grow a thriving
consultancy or get strategiesand insights that actually fit
your busy lifestyle, then you'rein the right place.
Grab your coffee, tea or, hey,even a glass of wine I won't
(01:54):
judge and let's get started.
So, before we dive into a lotof marketing tactics, what I
want to share is the mostimportant and critical element
about this whole process, andthat is your messaging.
(02:15):
Now, one of the things that'svastly different with you being
able to market your new productor service effectively is that
you have to switch your mindsetand your frame of reference so
that you're no longer focused onselling yourself as a
consultant, or maybe thepersonalization that you're able
to provide to a client to solvetheir unique problems and needs
(02:39):
, and you want to switch tothinking about how you can offer
a solution to a broaderaudience of a number of people
who may be struggling with thesame problem or the same issues,
so that you're able to leverageyour expertise as well as
leverage your intellectualproperty.
Now, in order to do that, wehave to be very focused on the
(03:01):
messaging that we are creatingand how we're talking about the
offer that we're trying to sell.
One of the reasons why this isimportant is because we don't
have as much leeway as we wouldif we were leaning heavily into
relationships that we built overa number of years or maybe
referrals that we've been ableto generate, that we have that
(03:25):
proof and that comfort levelwith the person that we're
trying to pitch or to sell to.
When we're thinking about moreof a prioritized offer,
typically this is going to haveto appeal to a number of
individuals, meaning that wehave to think about how we can
create a message that willresonate more broadly.
That will be something that anumber of people who meet a
(03:48):
certain criteria will be able torelate to, and because they're
able to relate to it and theycan see themselves achieving
that goal or that solution, thenthey would be willing to move
forward and take us up on theoffer that we've created.
Now, having more of a productas offer means that we have
created it to serve a generalpurpose, and our messaging has
(04:12):
to speak to that.
We want to not only focus onwhat we're able to offer and
what the service will allow themto accomplish, but we also want
to focus on the audience thatwe're trying to attract.
We need to make sure that we'retalking to individuals that
meet the criteria and theprerequisites for the offer that
we want to sell, so that you'recalling in those people that
(04:35):
are truly aligned with the offerthat you created.
When it comes to creating awinning message around your
consulting offer, you want tothink about how you are able to
generate a result for yourpotential client or your target
audience.
So lean heavily into talkingabout what that outcome would be
(04:57):
, and you want to paint thepicture and describe and explain
how you can take your targetaudience from their beginning
state to accomplishing theirgoal, and that path, that
journey or that transition iswhere they're going to be able
to see themselves and thenfigure out that this is likely
(05:18):
something that's going to behelpful to them.
So a lot of what you'recommunicating has to do with how
you are able to facilitate thattransformation, and through
communicating that, what youwant to tap into is either the
pain or the aspiration thatsomeone feels when it comes to
achieving their goal.
Now, this is true whether ornot you're working in the
(05:40):
business consumer or thebusiness to business space.
If you're in the business tobusiness space, you want to
focus more heavily on how youroffer, as you have packaged it,
will help the business generatethe outcomes, whether it is in
terms of cost savings or someother aspect of client
acquisition or maybe businessgrowth, whatever their need may
(06:04):
be.
You want to speak more directlyto that outcome so that they
can begin to see the potentialfor return on investment if they
were to move forward with yourservice offer.
A lot of our conversation, ourmessaging, has to be very, very
client focused.
Now, remember, when you'remarketing a productized offer,
(06:25):
you're not necessarily sellingto one person, but I want you to
still think of your messagingas speaking to one person.
You want to communicate to thattarget audience that you have
that is going to benefit themost from the service that you
have put together.
So you want to think about whatare the qualifications that
(06:46):
that individual or that businessneeds to have.
You want to think about whatthey may be feeling and thinking
in the moment.
You want to consider where theywant to go and things they've
tried before.
You want to focus in on howyour offer is different from the
other offers that they haveencountered or may have tried or
(07:06):
utilized in the past.
One of the key benefits ofbeing able to focus heavily on
the client in your messaging isthe fact that you can begin to
educate them on many of thepitfalls that competitors may
have presented.
So if you know that they havetried other solutions that have
failed, if you can speak to whythat has failed and why your
(07:30):
offer has the ability to helpthem achieve the result, why
it's different, then that isgoing to help them look and
evaluate your service moreeffectively.
They're going to think abouthow you stand out from the
competition because you'retelling them, you're filling
them in on where you are able tostep in where others have not
(07:53):
been able to close that gap.
This messaging is centeredaround you being able to focus
in on what the client needs andremaining client focused and
centering all of your messagingaround how your product, in its
packaging, can be a solutionthat your client can utilize
(08:14):
right away to help them bridgethe gap, achieve their goal or
at least start the journey.
That is going to be key beforeyou even get to any other
tactics.
It's going to be your messaging.
A thriving consulting businessis built on a solid business
foundation and a consulting codethat leads you toward your
(08:35):
ideal business and your ideallifestyle.
And the great thing about thiscode is that it works for any
type of consulting practice,whether you help clients with
professional development,business management, grant
writing, it or somethingentirely different.
This consulting code is notrocket science and it's not
beyond your reach, and when youcrack the code, it can jumpstart
(08:56):
the growth of your soloconsulting practice and is what
you need to know to get startedand land your first clients, and
nothing more.
This is a step-by-step processI wish I had so many years ago,
and that's why I wanted to sharethis with you and how you can
do this too.
So if you're interested instarting your consulting
(09:17):
business and creating adesirable offer to generate
leads for your offer and to makesales, then the consulting code
is your solution.
Visit wwwexcelatconsultingcomfor more information.
Now, one of the most effectiveways of us communicating this
(09:37):
message is through contentmarketing, one of the reasons
why content marketing tends towork very well for expert-based
businesses, and especiallyconsultants and other strategies
, is because typically, what weare selling and what we're
presenting is a little bit morecomplex.
It's very hard to just create ashort, 60 second, 30 second
(09:58):
soundbite.
That's gonna be sufficient tocreate the level of demand and
interest that someone needs tohave in order to move forward
with working with us, especiallyif this is a higher tiered or
premium type of consultingpackage that you put together.
So this means that we have tobecome very good at breaking
(10:21):
complex concepts down into asimpler format.
Many times this can be done inblog series.
It can be done on LinkedInthrough a number of LinkedIn
posts, through podcasts andpodcast episodes.
It can be done in a writtenformat, whether articles on
Medium or on your website orblog or LinkedIn, or maybe even
(10:42):
a book that you may publish,although it's a much longer
format.
The point is that you are goingto need to be able to
communicate your messaging, themessaging that you have already
created and developed.
You're going to be able to haveto communicate that message
effectively, and one way ofdoing that is through content
marketing.
When you are able to share yourmessage through these various
(11:03):
formats, it allows someone thetime to sit with your ideas.
You want them to not just seeyour productized offer as a
offer in a box, right, we don'twant it to come off as something
that anyone can use and get ageneral result, because still,
(11:23):
these are still individuals thatwant to have a level of
exclusivity.
Present our message in a waythat our client begins to see
how they can take a package orproduct that's offered and then
(11:44):
tailor it to their specific need.
Think about how you can useyour content to communicate the
benefit of being able to havethe product that's offered, the
speed at which they can getstarted, the resources that
they're able to save in terms ofresearch or maybe strategy
development.
Potentially, it is even theability to implement something
(12:07):
without having to dedicate somuch manpower to working with a
consultant on a one-on-one basis, at least at the beginning.
There are a lot of ways that wecan begin to sell our offer
through our content that helpsthem see the added value of it
being more of a product asopposed to a traditional service
(12:28):
.
The productized offer is a wayfor you to reach more people,
and so our goal is to put outthe information necessary to
call in the right audience toexplain the differences, to sell
them on what the value is ofusing this option, and then also
think about how you canovercome a number of objections,
(12:50):
even through the content thatyou're creating.
This is a wonderful way for youto begin to market your
productized service, and do thisin a slightly different way
than you likely have been doingin the past, because now, once
again, you're selling thebenefit of it being a product,
as opposed to just your servicesin general.
(13:12):
Once you have your messagemapped out and you've started to
create your content for contentmarketing, I want you to start
thinking about how you canspread this message, because now
you can use the content thatyou're creating the blog posts,
the articles, the LinkedIn posts.
You can use all of thatinformation to spread the
message further.
Now you can reach more people.
(13:34):
You're not limited, as you werebefore, based upon your
capacity to serve on aone-on-one basis.
You've created something thatwill allow you to work with more
clients, and so, therefore, youneed to reach more people.
You need more traffic.
You need more people tappinginto your website and trying to
hop on a call or purchasing yourservices, so that means that we
(13:56):
need to get the word out there.
We're in a time and place wheredigital marketing is huge.
It's a way for you to reduceyour overall marketing budget,
to save significantly in termsof financial resources, as well
as manpower, to be able toadvertise your product, service
and your business overall.
(14:18):
If you want to create brandawareness associated with your
product, service and yourbusiness overall.
You want to create brandawareness associated with your
product as an offer, so peoplebegin to know you and the offer
that you have created is almostlike household names, at least
within your industry.
You want to be known at thatlevel for providing the solution
.
Now, there are a number ofdifferent ways that you can
spread your message effectively,and I want us to be very
(14:40):
creative and innovative whenwe're thinking about doing this.
You don't just have to rely onposting on LinkedIn or social
media.
I want you to begin to thinkabout other options that are
available to you.
So, just to mention a few, youhave the ability to create
micro-influencer collaboration,so this is where you find
(15:03):
influencers in your space, andthere are influencers even in
the business-to-business world,so this is not something that's
solely found among the consumerrealm.
I want you to think about thosewho may have platforms that
(15:44):
influence the audience that youhave with them and your offer
with their email list.
There are a lot of number ofcollaborations that you can
create that can be very helpfulfor your business, and so I want
you to think about your abilityto utilize these micro
influencers in a collaborativeprocess so that you can spread
the word about your new productor service, as well as your
(16:04):
brand overall.
Another thing that you can do isyou can offer quick and
actionable power sessions, sothis is a way for someone to
test drive your service, andmaybe this is a 15 minute call
that they get ahead to figureout exactly if this product as
offer is best suited for them.
(16:26):
It is a way for you to betterestablish whether or not that
business or that client is agood fit If they would be
positioned to achieve theoutcome of the result that you
are selling, or that yourproduct as offer has been
created to deliver.
This can serve that purpose aswell.
It is almost like having aconsultation call.
(16:48):
It's that one-on-one touchpoint that allows someone to
truly feel like the investmentthey're about to make is
something that has beenpersonalized for them, and
although we know your offer hasbeen created to serve a number
of clients, they should stillfeel like this is a personal
touch, and so using somethinglike power sessions can be very
(17:11):
helpful in you being able toaccomplish that goal.
Another option that you can usewould be an interactive lead
magnet.
Maybe you want to develop aquiz that helps someone work
through a number of questions todetermine whether or not your
productized service is a goodfit.
It can walk you through what itwould take to generate the
outcome that your service isgoing to offer.
(17:32):
It can ask about much of theirbackground.
You can tap into the resultsthat they've achieved from other
things that they've tried inthe past and how that relates to
your service.
You can also dive a lot deeperinto their personality traits,
maybe, or how they may interactwith your tools.
The key is that you want tocreate something that is going
(17:54):
to draw them in, allow them toself-select, because if they are
able to determine forthemselves that this would be a
good product to try, then thatis a win-win on both sides.
So having these interactivelead magnets, or maybe quizzes,
things of that nature, can bevery helpful in you being able
(18:15):
to market your product asservice, because it is going to
help that person see themselvesachieving that goal.
And one beauty of having aproductized consulting service
is that it lends itself to adspend, so you can actually
utilize sales funnels and ads togenerate the business that you
(18:38):
need to sell that offer.
That's the wonderful thingabout it being a repeatable
process and something that ismore of a product.
You can have it being sold on aday-by-day basis.
It's something that can be whatwe call evergreen and create a
certain amount of repeatableincome.
(18:58):
What this means is that youdon't have to overextend
yourself or overwhelm yourcapacity.
You can create a sales funnelthat is on evergreen, that's
gonna constantly draw traffic in, draw the right clients in that
will be interested in yourproductized offer, which is
going to be priced more thanlikely less than it would be to
(19:19):
work with you on a one-on-onebasis.
So, with that being the case,people get their initial taste
of what it's like to be in yourworld, to utilize your services,
to be around your genius.
That is going to be a keyselling point for you to land
larger and larger contracts.
So the ability to be able toutilize ads and create funnels
(19:42):
and to automate these processesopens up an entire new world in
terms of your revenue generation.
These are all wonderful benefitsof having this product that I
offer and, over time, whatyou'll find is that, by being
able to market this way, you'llgenerate more and more brand
awareness, because now peopleare hearing about you more,
(20:03):
they're learning about yourconsulting business, they're
learning about your brand,they're learning about the
results that people areachieving, and that's going to
build the trust and theinfluence that you need to sell
at a much higher level.
So I want you to think aboutmarketing of your consulting
services differently frommarketing your productized offer
(20:27):
.
I really do want you to thinkabout what you put together as
being a tangible product andutilize that to your benefit so
that you're able to grow yourbusiness and expand your
capacity and reach more peopleand make a greater impact,
because, after all, that's whatit's meant to do.
So, just to recap, when you'rethinking about marketing your
(20:50):
productized consulting service,you want to start off with your
messaging.
Make sure your messaging isdialed in, that you're focused
on the right audience and thatyou're saying the right things
to show them that this new offerthat you have packaged up and
put together can carry them frompoint A to point B and help
them to achieve their goal.
The next thing that you want todo is utilize your content
(21:13):
marketing.
Create content, whether that'son LinkedIn or some other social
media platform, if it's on ablog post or if it's on a
podcast.
Create content that shares yourmessage.
When you're able to share yourmessage, you're going to build
more awareness around your brand.
You're going to help peopleunderstand why your product or
(21:34):
offer is valuable and how it canhelp them solve a problem
immediately, right away.
And then, last but not least,you want to think about
innovative ways for you tomarket in the digital space,
because this is going to helpyou really be able to leverage a
lot of your resources, and thatcan involve things such as
interactive lead magnets.
It can involve you offeringpower sessions and just being
(21:58):
very creative as to how you'reable to collaborate with others
or find micro influencers.
Do things that will help youreach more people and drive more
traffic to your product.
And eventually, when you getcomfortable with all that, you
can put that ad spin behind itand really shift gears into full
(22:19):
speed ahead, and that is goingto help you grow your consulting
business and eventually scale,because now you're not limited
by your manpower or yourcapacity.
You have expanded beyond that,and being able to market your
product or service effectivelyis going to be the key and the
gateway to you reaching thegoals that you want to reach
(22:40):
financially, as well as makingthe impact on your industry that
I know you want to make.
Until next time, take care.
Thank you for tuning in to theBlack Girls Console 2 podcast.
If you enjoyed today's episode,be sure to leave your review on
Apple Podcasts, subscribe andshare it with a friend.
We're on a mission to increasethe success and longevity of
(23:02):
women in consulting, and you canhelp us do just that.
Also, I'd love to hear from you, so let's connect at Dr
Angelina Davis on Instagram orLinkedIn, and don't forget to
visit excel at consultingcom formore information to support
your consulting journey.
Until next time, keep breakingglass ceiling.
All right, take care.
(23:23):
I want to.
So you're wondering how to market your productized
consulting service.
Now, if you've been tuning intothis podcast over the last
couple of episodes, we've beentalking a little bit about
productizing your consultingservices and what that looks
like, why you want to do it, howyou create a productized
consulting service or offer, andnow you're likely thinking how
(00:22):
in the world do I market thiseffectively?
So if you have been wonderinghow to market your services and
sell them without anoverwhelming capacity and for
you to generate the sales thatyou know your services can
command, then this episode isfor you.
They say the odds are stackedagainst us as women, especially
(00:46):
women of color, trying to thrivein the consulting world.
But rather than wait for a seatat the table that may never
come, what if we build our owntables?
What if we channeled ourtalents into guiding each other
towards the success we deserve?
Welcome to the Black GirlsConsulting Podcast.
I'm your host, dr AngelinaDavis, and I've walked the path
from healthcare consultant to amentor for women like you,
(01:09):
ambitious, unstoppable and readyto make waves in the consulting
world.
This podcast is your go-to spotfor all things entrepreneurial
consulting.
For us as women, especiallywomen of color.
Think of it as your weeklycoffee date with a friend who's
here to dish out real talk onbuilding a solid business,
elevating your thoughtleadership and mastering that
(01:31):
all-important mindset.
And let's not forget, we'redoing all of this while
balancing day jobs, family lifeand running teams.
Yes, we can do it all.
So if you're ready to dive intohow you can grow a thriving
consultancy or get strategiesand insights that actually fit
your busy lifestyle, then you'rein the right place.
Grab your coffee, tea or, hey,even a glass of wine I won't
(01:54):
judge and let's get started.
So, before we dive into a lotof marketing tactics, what I
want to share is the mostimportant and critical element
about this whole process, andthat is your messaging.
(02:15):
Now, one of the things that'svastly different with you being
able to market your new productor service effectively is that
you have to switch your mindsetand your frame of reference so
that you're no longer focused onselling yourself as a
consultant, or maybe thepersonalization that you're able
to provide to a client to solvetheir unique problems and needs
(02:39):
, and you want to switch tothinking about how you can offer
a solution to a broaderaudience of a number of people
who may be struggling with thesame problem or the same issues,
so that you're able to leverageyour expertise as well as
leverage your intellectualproperty.
Now, in order to do that, wehave to be very focused on the
(03:01):
messaging that we are creatingand how we're talking about the
offer that we're trying to sell.
One of the reasons why this isimportant is because we don't
have as much leeway as we wouldif we were leaning heavily into
relationships that we built overa number of years or maybe
referrals that we've been ableto generate, that we have that
(03:25):
proof and that comfort levelwith the person that we're
trying to pitch or to sell to.
When we're thinking about moreof a prioritized offer,
typically this is going to haveto appeal to a number of
individuals, meaning that wehave to think about how we can
create a message that willresonate more broadly.
That will be something that anumber of people who meet a
(03:48):
certain criteria will be able torelate to, and because they're
able to relate to it and theycan see themselves achieving
that goal or that solution, thenthey would be willing to move
forward and take us up on theoffer that we've created.
Now, having more of a productas offer means that we have
created it to serve a generalpurpose, and our messaging has
(04:12):
to speak to that.
We want to not only focus onwhat we're able to offer and
what the service will allow themto accomplish, but we also want
to focus on the audience thatwe're trying to attract.
We need to make sure that we'retalking to individuals that
meet the criteria and theprerequisites for the offer that
we want to sell, so that you'recalling in those people that
(04:35):
are truly aligned with the offerthat you created.
When it comes to creating awinning message around your
consulting offer, you want tothink about how you are able to
generate a result for yourpotential client or your target
audience.
So lean heavily into talkingabout what that outcome would be
(04:57):
, and you want to paint thepicture and describe and explain
how you can take your targetaudience from their beginning
state to accomplishing theirgoal, and that path, that
journey or that transition iswhere they're going to be able
to see themselves and thenfigure out that this is likely
(05:18):
something that's going to behelpful to them.
So a lot of what you'recommunicating has to do with how
you are able to facilitate thattransformation, and through
communicating that, what youwant to tap into is either the
pain or the aspiration thatsomeone feels when it comes to
achieving their goal.
Now, this is true whether ornot you're working in the
(05:40):
business consumer or thebusiness to business space.
If you're in the business tobusiness space, you want to
focus more heavily on how youroffer, as you have packaged it,
will help the business generatethe outcomes, whether it is in
terms of cost savings or someother aspect of client
acquisition or maybe businessgrowth, whatever their need may
(06:04):
be.
You want to speak more directlyto that outcome so that they
can begin to see the potentialfor return on investment if they
were to move forward with yourservice offer.
A lot of our conversation, ourmessaging, has to be very, very
client focused.
Now, remember, when you'remarketing a productized offer,
(06:25):
you're not necessarily sellingto one person, but I want you to
still think of your messagingas speaking to one person.
You want to communicate to thattarget audience that you have
that is going to benefit themost from the service that you
have put together.
So you want to think about whatare the qualifications that
(06:46):
that individual or that businessneeds to have.
You want to think about whatthey may be feeling and thinking
in the moment.
You want to consider where theywant to go and things they've
tried before.
You want to focus in on howyour offer is different from the
other offers that they haveencountered or may have tried or
(07:06):
utilized in the past.
One of the key benefits ofbeing able to focus heavily on
the client in your messaging isthe fact that you can begin to
educate them on many of thepitfalls that competitors may
have presented.
So if you know that they havetried other solutions that have
failed, if you can speak to whythat has failed and why your
(07:30):
offer has the ability to helpthem achieve the result, why
it's different, then that isgoing to help them look and
evaluate your service moreeffectively.
They're going to think abouthow you stand out from the
competition because you'retelling them, you're filling
them in on where you are able tostep in where others have not
(07:53):
been able to close that gap.
This messaging is centeredaround you being able to focus
in on what the client needs andremaining client focused and
centering all of your messagingaround how your product, in its
packaging, can be a solutionthat your client can utilize
(08:14):
right away to help them bridgethe gap, achieve their goal or
at least start the journey.
That is going to be key beforeyou even get to any other
tactics.
It's going to be your messaging.
A thriving consulting businessis built on a solid business
foundation and a consulting codethat leads you toward your
(08:35):
ideal business and your ideallifestyle.
And the great thing about thiscode is that it works for any
type of consulting practice,whether you help clients with
professional development,business management, grant
writing, it or somethingentirely different.
This consulting code is notrocket science and it's not
beyond your reach, and when youcrack the code, it can jumpstart
(08:56):
the growth of your soloconsulting practice and is what
you need to know to get startedand land your first clients, and
nothing more.
This is a step-by-step processI wish I had so many years ago,
and that's why I wanted to sharethis with you and how you can
do this too.
So if you're interested instarting your consulting
(09:17):
business and creating adesirable offer to generate
leads for your offer and to makesales, then the consulting code
is your solution.
Visit wwwexcelatconsultingcomfor more information.
Now, one of the most effectiveways of us communicating this
(09:37):
message is through contentmarketing, one of the reasons
why content marketing tends towork very well for expert-based
businesses, and especiallyconsultants and other strategies
, is because typically, what weare selling and what we're
presenting is a little bit morecomplex.
It's very hard to just create ashort, 60 second, 30 second
(09:58):
soundbite.
That's gonna be sufficient tocreate the level of demand and
interest that someone needs tohave in order to move forward
with working with us, especiallyif this is a higher tiered or
premium type of consultingpackage that you put together.
So this means that we have tobecome very good at breaking
(10:21):
complex concepts down into asimpler format.
Many times this can be done inblog series.
It can be done on LinkedInthrough a number of LinkedIn
posts, through podcasts andpodcast episodes.
It can be done in a writtenformat, whether articles on
Medium or on your website orblog or LinkedIn, or maybe even
(10:42):
a book that you may publish,although it's a much longer
format.
The point is that you are goingto need to be able to
communicate your messaging, themessaging that you have already
created and developed.
You're going to be able to haveto communicate that message
effectively, and one way ofdoing that is through content
marketing.
When you are able to share yourmessage through these various
(11:03):
formats, it allows someone thetime to sit with your ideas.
You want them to not just seeyour productized offer as a
offer in a box, right, we don'twant it to come off as something
that anyone can use and get ageneral result, because still,
(11:23):
these are still individuals thatwant to have a level of
exclusivity.
Present our message in a waythat our client begins to see
how they can take a package orproduct that's offered and then
(11:44):
tailor it to their specific need.
Think about how you can useyour content to communicate the
benefit of being able to havethe product that's offered, the
speed at which they can getstarted, the resources that
they're able to save in terms ofresearch or maybe strategy
development.
Potentially, it is even theability to implement something
(12:07):
without having to dedicate somuch manpower to working with a
consultant on a one-on-one basis, at least at the beginning.
There are a lot of ways that wecan begin to sell our offer
through our content that helpsthem see the added value of it
being more of a product asopposed to a traditional service
(12:28):
.
The productized offer is a wayfor you to reach more people,
and so our goal is to put outthe information necessary to
call in the right audience toexplain the differences, to sell
them on what the value is ofusing this option, and then also
think about how you canovercome a number of objections,
(12:50):
even through the content thatyou're creating.
This is a wonderful way for youto begin to market your
productized service, and do thisin a slightly different way
than you likely have been doingin the past, because now, once
again, you're selling thebenefit of it being a product,
as opposed to just your servicesin general.
(13:12):
Once you have your messagemapped out and you've started to
create your content for contentmarketing, I want you to start
thinking about how you canspread this message, because now
you can use the content thatyou're creating the blog posts,
the articles, the LinkedIn posts.
You can use all of thatinformation to spread the
message further.
Now you can reach more people.
(13:34):
You're not limited, as you werebefore, based upon your
capacity to serve on aone-on-one basis.
You've created something thatwill allow you to work with more
clients, and so, therefore, youneed to reach more people.
You need more traffic.
You need more people tappinginto your website and trying to
hop on a call or purchasing yourservices, so that means that we
(13:56):
need to get the word out there.
We're in a time and place wheredigital marketing is huge.
It's a way for you to reduceyour overall marketing budget,
to save significantly in termsof financial resources, as well
as manpower, to be able toadvertise your product, service
and your business overall.
(14:18):
If you want to create brandawareness associated with your
product, service and yourbusiness overall.
You want to create brandawareness associated with your
product as an offer, so peoplebegin to know you and the offer
that you have created is almostlike household names, at least
within your industry.
You want to be known at thatlevel for providing the solution
.
Now, there are a number ofdifferent ways that you can
spread your message effectively,and I want us to be very
(14:40):
creative and innovative whenwe're thinking about doing this.
You don't just have to rely onposting on LinkedIn or social
media.
I want you to begin to thinkabout other options that are
available to you.
So, just to mention a few, youhave the ability to create
micro-influencer collaboration,so this is where you find
(15:03):
influencers in your space, andthere are influencers even in
the business-to-business world,so this is not something that's
solely found among the consumerrealm.
I want you to think about thosewho may have platforms that
(15:44):
influence the audience that youhave with them and your offer
with their email list.
There are a lot of number ofcollaborations that you can
create that can be very helpfulfor your business, and so I want
you to think about your abilityto utilize these micro
influencers in a collaborativeprocess so that you can spread
the word about your new productor service, as well as your
(16:04):
brand overall.
Another thing that you can do isyou can offer quick and
actionable power sessions, sothis is a way for someone to
test drive your service, andmaybe this is a 15 minute call
that they get ahead to figureout exactly if this product as
offer is best suited for them.
(16:26):
It is a way for you to betterestablish whether or not that
business or that client is agood fit If they would be
positioned to achieve theoutcome of the result that you
are selling, or that yourproduct as offer has been
created to deliver.
This can serve that purpose aswell.
It is almost like having aconsultation call.
(16:48):
It's that one-on-one touchpoint that allows someone to
truly feel like the investmentthey're about to make is
something that has beenpersonalized for them, and
although we know your offer hasbeen created to serve a number
of clients, they should stillfeel like this is a personal
touch, and so using somethinglike power sessions can be very
(17:11):
helpful in you being able toaccomplish that goal.
Another option that you can usewould be an interactive lead
magnet.
Maybe you want to develop aquiz that helps someone work
through a number of questions todetermine whether or not your
productized service is a goodfit.
It can walk you through what itwould take to generate the
outcome that your service isgoing to offer.
(17:32):
It can ask about much of theirbackground.
You can tap into the resultsthat they've achieved from other
things that they've tried inthe past and how that relates to
your service.
You can also dive a lot deeperinto their personality traits,
maybe, or how they may interactwith your tools.
The key is that you want tocreate something that is going
(17:54):
to draw them in, allow them toself-select, because if they are
able to determine forthemselves that this would be a
good product to try, then thatis a win-win on both sides.
So having these interactivelead magnets, or maybe quizzes,
things of that nature, can bevery helpful in you being able
(18:15):
to market your product asservice, because it is going to
help that person see themselvesachieving that goal.
And one beauty of having aproductized consulting service
is that it lends itself to adspend, so you can actually
utilize sales funnels and ads togenerate the business that you
(18:38):
need to sell that offer.
That's the wonderful thingabout it being a repeatable
process and something that ismore of a product.
You can have it being sold on aday-by-day basis.
It's something that can be whatwe call evergreen and create a
certain amount of repeatableincome.
(18:58):
What this means is that youdon't have to overextend
yourself or overwhelm yourcapacity.
You can create a sales funnelthat is on evergreen, that's
gonna constantly draw traffic in, draw the right clients in that
will be interested in yourproductized offer, which is
going to be priced more thanlikely less than it would be to
(19:19):
work with you on a one-on-onebasis.
So, with that being the case,people get their initial taste
of what it's like to be in yourworld, to utilize your services,
to be around your genius.
That is going to be a keyselling point for you to land
larger and larger contracts.
So the ability to be able toutilize ads and create funnels
(19:42):
and to automate these processesopens up an entire new world in
terms of your revenue generation.
These are all wonderful benefitsof having this product that I
offer and, over time, whatyou'll find is that, by being
able to market this way, you'llgenerate more and more brand
awareness, because now peopleare hearing about you more,
(20:03):
they're learning about yourconsulting business, they're
learning about your brand,they're learning about the
results that people areachieving, and that's going to
build the trust and theinfluence that you need to sell
at a much higher level.
So I want you to think aboutmarketing of your consulting
services differently frommarketing your productized offer
(20:27):
.
I really do want you to thinkabout what you put together as
being a tangible product andutilize that to your benefit so
that you're able to grow yourbusiness and expand your
capacity and reach more peopleand make a greater impact,
because, after all, that's whatit's meant to do.
So, just to recap, when you'rethinking about marketing your
(20:50):
productized consulting service,you want to start off with your
messaging.
Make sure your messaging isdialed in, that you're focused
on the right audience and thatyou're saying the right things
to show them that this new offerthat you have packaged up and
put together can carry them frompoint A to point B and help
them to achieve their goal.
The next thing that you want todo is utilize your content
(21:13):
marketing.
Create content, whether that'son LinkedIn or some other social
media platform, if it's on ablog post or if it's on a
podcast.
Create content that shares yourmessage.
When you're able to share yourmessage, you're going to build
more awareness around your brand.
You're going to help peopleunderstand why your product or
(21:34):
offer is valuable and how it canhelp them solve a problem
immediately, right away.
And then, last but not least,you want to think about
innovative ways for you tomarket in the digital space,
because this is going to helpyou really be able to leverage a
lot of your resources, and thatcan involve things such as
interactive lead magnets.
It can involve you offeringpower sessions and just being
(21:58):
very creative as to how you'reable to collaborate with others
or find micro influencers.
Do things that will help youreach more people and drive more
traffic to your product.
And eventually, when you getcomfortable with all that, you
can put that ad spin behind itand really shift gears into full
(22:19):
speed ahead, and that is goingto help you grow your consulting
business and eventually scale,because now you're not limited
by your manpower or yourcapacity.
You have expanded beyond that,and being able to market your
product or service effectivelyis going to be the key and the
gateway to you reaching thegoals that you want to reach
(22:40):
financially, as well as makingthe impact on your industry that
I know you want to make.
Until next time, take care.
Thank you for tuning in to theBlack Girls Console 2 podcast.
If you enjoyed today's episode,be sure to leave your review on
Apple Podcasts, subscribe andshare it with a friend.
We're on a mission to increasethe success and longevity of
(23:02):
women in consulting, and you canhelp us do just that.
Also, I'd love to hear from you, so let's connect at Dr
Angelina Davis on Instagram orLinkedIn, and don't forget to
visit excel at consultingcom formore information to support
your consulting journey.
Until next time, keep breakingglass ceiling.
All right, take care.
(23:23):
I want to.
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