Guerrilla Tactic Put Price to Rest

Once pricing is decided for a project and the contract signed, it's best for all concerned if the issue of price can be put aside and not revisited. Your goal should be to agree with the client on a price that will not need to be renegotiated down the line. Your relationship with the client can't develop if you are in a continuing tug-of-war about money. Under a fixed-fee arrangement, the client pays the consultant a set price for a project. Often, a fixed fee is calculated by multiplying the...

Pay per click ppc

On most search engines, you can arrange to display a text-based ad when a user enters particular keywords. The keywords you should submit to the search engines are often obvious. For example, insurance consultants would include insurance consultant and business consultant insurance as keywords for their listings on search engines. When a user types one of your search terms into the search engine, your ad appears with a description of your services and a link to your site. Each time a user...

The upside of zines

A zine is a low-cost, high-impact marketing tool that can be a building block in an integrated guerrilla marketing campaign. At a fraction of the cost of other tools, such as direct mail, a zine can heighten your visibility in the marketplace, build your reputation as an expert, and open dialogues with prospective clients. A zine has enormous potential for generating leads for your practice. The continuous nature of zines is ideal for consultants because so much of their business depends on...

Why consultants need guerrilla marketing

From the book, True Professionalism The Courage to Care about Your People, Your Clients, and Your Career (New York Free Press, 1997), p. 5. 2. Statistic on the size of the consulting industry is from Kennedy Information, Inc., The Global Information Technology Management Consulting Marketplace Key Data, Forecasts and Trends (2003), p. 15. Some experts may quibble over Kennedy's estimates or forecasts for the size of the industry, but the point is that the numbers are big. 3. Statistic on client...

Taking the plunge

Before putting the final touches on your survey, consider several options for conducting the survey that will produce the highest impact at the lowest cost. In some cases, a client will sponsor an industry survey to ferret out the implications of a specific issue. Clients can help prepare the survey topic, identify the mailing list, and assist with analysis, if needed. Many consultants receive a fee for conducting the survey, preparing the findings, and presenting the results to the client's...

Choosing your goals

Consider the following ten marketing goals 1. The specific clients you hope to attract 2. Ideal projects you'd like to complete 3. The steps you should take to become a better consultant 4. Your charitable contribution or pro bono goals, such as volunteering to serve on a committee for a community service organization 5. Your industry contribution goals, such as writing a topical article for an industry newsletter, speaking at industry conferences, or helping to organize a seminar in your field...

Taking the leap

Think about writing a book as a consulting project. You'll need to propose a salable and valuable idea, create a plan for completing the work and, once the project is done, sell your results. Unless you're self-publishing, your first sale will be to a literary agent or a publisher. Agents and publishers are only interested in books that will sell, so stress your book's sales potential in your proposal. A book proposal sets forth a business plan for your book. You have to convince yourself and...

What is a marketing plan

You can find various definitions of a marketing plan in any resource you check. For guerrillas, the marketing plan and the business plan serve the same purpose to attract and keep profitable clients. The marketing plan articulates how you will get and hold on to those profitable clients. Of course, the act of planning is based on the flawed assumption that you can see the future with clarity. In military circles, war planners bemoan that the best-laid plans rarely survive first contact with the...