Clever Counsel #29 - Be memorable
This week I heard about a consultant who is ALWAYS booked up.
What’s her secret?
✖️ She’s not an all-in-one marketing consultant
✔️ She’s specifically a social media consultant
✖️ She doesn’t work with just any kind of company
✔️ She works specifically and only with startups
✖️ She’s not working in a bunch of different industries
✔️ She ONLY works within the food industry
A social media strategist for food industry startups.
That’s literally all she does.
Which also means there’s a long, long list of things she DOESN’T do.
✖️ Global messaging strategy
✖️ Communications materials
✖️ Personal branding
✖️ Email marketing
✖️ Newsletter content
✖️ Internal messages
✖️ Founder visibility
✖️ Storytelling sessions
✖️ Media relations
And on and on and on.
Seems like she’s slamming a lot of doors of opportunity, right?
Nope.
She’s swimming in opportunities because her clients, prospects, network, referral partners and supporters identify her with ONE thing.
She sticks in their minds.
She’s memorable.
She’s easy to introduce and refer out.
Because everyone knows exactly what she does, exactly who she does it for, and very few others who work in her same niche.
I know about a million “strategic communications and marketing consultants."
But how many consultants do I know who specialize in social media strategy for food startups?
Um. It’s just this one lady.
And now she’ll likely be my go-to recommendation for that work.
I’ll remember her.
Think about it - how many people do you know who ONLY do social media strategy for food startups… or messaging sessions for environmental nonprofit CEOs… or trade shows for manufacturing companies in the South… or website development for life coaches?
A lot of people think niching means going from “Communications Consultant” to something like “Issues and Reputation Consultant” or “Internal Communications Consultant.”
But that’s nowhere near the specificity you want.
Even if you drill down into a super specific niche (let’s say you’re going to be THE go-to guy for building LinkedIn content campaigns for CEOs at midcap B2B tech companies), you’ll still have thousands of prospective clients and partners to go after. You won't be short on leads.
And every one of them will be sitting up and paying attention when you tell them you're the foremost global expert in this service.
You’ll also have very, very little competition. If any.
And that means you get to dictate your fees. The sky's the limit.
💰💰💰💰💰💰💰💰
When you stand apart, you stand out.
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