6.5 ESSENTIAL CoMPoNENTS oF A CoNSULTANcY PoSITIoNINg STATEMENT

In a room full of bragging consultancy leaders, how do you become the one they can’t ignore? How do you ensure that your voice doesn’t just add to the cacophony of various marketing efforts, but resonates above all? Especially when prospective customers are bombarded with so much information.

Differentiation isn’t optional. It’s your lifeline - or your death sentence. Understand your customer pains and ensure your core message aligns with them. If your message doesn’t punch them in their pain points, you’re dead in the water.

We like to propose and teach 6 (and a half) ways to easily differentiate your consultancy in the current market to make a stellar positioning statement. That is, by differentiating your:

1. Mechanism
2. Result
3. Category
4. Language
5. Experience
6. Risk
6.5. Cause

Read on to discover the 6.5 crucial components of an unforgettable consultancy positioning statement:

1. A different mechanism

Show, don’t just tell.

Every consultancy can promise quality, but how many can show a unique pathway to those results? Whether your strategy is cyclical, linear or downright unconventional, a clear and proven step-by-step process gives clients clarity. Visualise this mechanism through compelling graphics. Platforms like Upwork or 99 designs can aid in translating your approach into a visually digestible format.

2. A different result

Numbers speak.

In a world driven by data, a consultancy's claims need to be backed by hard numbers. It's not about grandiose statements; it’s about quantifiable improvements. What key benefit can you guarantee within the first 90 days of engagement? Tangible or otherwise.

3. A different category

Claim your turf.

With so many alternatives in the consultancy sector, you have two choices. Either get lost in the crowd or chart out your own territory in your target market. By positioning yourself as "the world's only…” in a specific niche, you not only provide a distinct benefit but you dominate. This approach ensures that when potential users think of that niche, they think of you.

Hint: Always ensure this niche is unclaimed - or only claimed by you - with a quick Google-search in quotation marks.

4. A different language

Speak differently.

In your entire marketing strategy, don't just blend in with the jargon and buzzwords. Craft your own terminology that aligns with your core values. Don’t ‘optimise projects’ like everyone else. Dominate deadlines. It will leave an impression on your core target audience, and they’ll simply have to know more about you and your proposition.

5. A different experience

Throw down the gauntlet.

Look at your competitors and their marketing plan. Now, invalidate them. Do the Big Four juniorise? Yes. Are solo consultants too small for your consultancy’s needs? Potentially. Hone in on why alternative competing categories couldn’t possibly help your prospect like you could. Extend that challenge to the notions of "do nothing" or "do it yourself". This audacious move offers a key benefit to potential clients by presenting them with a clear choice.

6. A different risk

Go the extra mile.

Put your consultancy in alignment with your client's needs. Can you guarantee an aspect of your work, even if it revolves around time management? It speaks volumes. But don’t get caught out. Set conditions on both sides, like ensuring that clients must attend all meetings and provide timely access to resources.

6.5 A different cause

Stand strongly for or strongly against something.

Clients want to know what you stand for. Maybe you're all about championing small businesses against corporate giants. Maybe you’re dead set against wasteful, outdated practices and want to lead the charge on sustainable consultancy models. What it is, pick a cause that speaks to your values and screams your brand. And don’t just play it safe. Be prepared to put a few noses out of joint. Stand for something bold and the right clients will rally behind you.

What makes a killer positioning statement (and what doesn’t)

• Good: Sharp, specific and impossible to ignore.
  “We’re the only consultancy that guarantees a 30% revenue boost in 90 days - or you don’t pay.”

• Bad: Generic, vague and forgettable.
  “We provide innovative solutions tailored to your needs.”

• Good: Speaks directly to your audience’s pain points and desires.
  “We help overwhelmed leaders turn chaos into clarity.”

• Bad: Stuffed with jargon no one actually cares about.
  “Our proprietary methodologies drive synergistic outcomes.”

Stop messing around and position yourself to win

Your positioning strategy isn’t a nice-to-have. It’s everything. Take a hard look at your strategy and ask yourself:

• Are you owning your space or just blending in?
• Are your marketing efforts as bold as your message?
• Is your positioning strategy driving real growth or just sitting there?