Best Practices for Running a Consulting Blog

A founder I spoke with yesterday has the dream problem: His high-ticket services are at capacity. The numbers: - $2k strategic consulting (one-time) - $8k/mo done-for-you marketplace pitching - $100/mo daily leads newsletter His outbound system works like clockwork: 100 messages → 15 sales calls → 2-3 new $2-8k clients But here's what surprised me: Instead of scaling his premium services (what most would probably do), he wants to 15x his newsletter subscribers. - Current: 20 paid subscribers - Goal: 300 subscribers by end of 2025 - Market size: 100,000 English-speaking indie consultants If I was him, here's exactly what I'd do: 1. Focus on 3 content buckets, posting 3-5x/week a) Show you understand the market: - Changes in buyer behavior  - Marketplace trend analysis - Pricing trends across categories b) Show how you help people: - "How we helped a client land their first $50k project" - The exact process we use to vet opportunities - Common mistakes that kill conversion rates c) Show why they should trust you: - Analyze winning vs losing proposals - Break down actual successful pitches - Show behind-the-scenes of the process 2. Grow network of 1st-degree connections a) Use Sales Nav to build a master list of contacts - Send 20 outbound connection requests per day to ICP—independent consultants, small firm owners, boutique agencies. - Leave thoughtful comments on their posts b) Make a list of the top 50 consulting "influencers" - Build relationships with them over time - Regularly engage with their content (add value) - Reference them in your own content (and tag them) 3. Email course funnel a) Create a free email course lead magnet on the "5 biggest mistakes consultants make that sabotage marketplace deals" (rough copy, but something similar). - Collect email addresses - Build trust by delivering real value upfront - Give them a taste of what to expect in paid newsletter By the time they finish the course, they'll trust you (you gave them valuable content that helps solve their problem—getting more business on marketplaces). b) Position the paid newsletter as the next best step to keep getting daily qualified leads and market insights. - Build a nurture sequence designed to convert readers on the paid newsletter - Pin free course to LinkedIn profile and promote it regularly in organic content I think that would do the trick. But what did I miss?

"Why Buy the Cow When You Can Get the Milk for Free?" is a horrible mindset... when it comes to building your business Too many worry that sharing too much insight upfront will eliminate clients’ need to hire them. But, in reality, holding back does more harm than good. Here’s why giving value freely brings clients to you. Building Trust, Not Dependence Clients pay for more than knowledge; they want unique insights and tailored guidance. Sharing valuable information builds trust, not dependence. By freely offering actionable insights, you establish yourself as a knowledgeable and generous expert—qualities clients remember. Action Step: Share part of your process, like a checklist or framework that solves a specific problem. This builds initial trust and allows you to filter in for your ideal client. 1) Information Isn’t Implementation Clients don’t just want information—they want your expertise in applying it to their unique challenges. They seek transformation. Offering valuable information lets clients experience your approach while highlighting their missing personalized support. -> Action Step: Host a webinar on a common issue, then share case studies that showcase your hands-on impact. 2) Free Value Creates Bridges to Paid Services When clients experience your expertise they are more likely to seek your deeper guidance. Giving valuable insights for free builds familiarity with your methods, making the transition to paid services natural. -> Action Step: End each piece of content with a call to action—invite clients to connect or share a success story. 3) “Free” Expands Your Reach and Credibility Freely sharing expertise increases your visibility. As your content circulates, it introduces you to new clients. This isn’t lost revenue—it’s marketing. -> Action Step: Encourage sharing in your posts to boost reach and credibility. 4) The More You Give, the Stronger Your Brand “Why buy the cow” suggests that giving devalues your work. The opposite is true in consulting: the more you share, the more clients see you as a go-to expert. People remember the problem-solvers. -> Action Step: Consistently publish content that answers questions and offers solutions. In Consulting, Giving is Selling By freely offering value, you aren’t “giving away the milk”—you’re showing potential clients why you’re the right partner. Clients aren’t buying your information; they’re investing in your ability to deliver tailored solutions and guide them through challenges. Generosity is your best brand-building tool.

Consultants and agency owners, are you terrified of putting your best content out there? You might think it'll scare off potential clients, but I'm here to tell you why that fear is holding you back. Let's dive into the counterintuitive world of content marketing for service professionals. First things first, sharing your expertise doesn't make you redundant - it makes you indispensable. The more value you provide upfront, the more clients will want to work with you directly. Here's my game plan for content domination: 👉 Turn every client interaction into content 👉 Shoot a 3-5 minute video for each new situation 👉 Repost your best stuff every 90 days 👉 Focus on edutainment, not just education Start by documenting every client interaction. Each question or challenge is a potential piece of content that demonstrates your expertise and solves real problems. Next, get comfortable on camera. Video content is what creates actual customers, not fancy graphics. Don't worry about perfect production - just start shooting and improve as you go. Now, here's the kicker - embrace repetition. Identify your top 10 consulting problems and create 10 pieces of content for each. That's 100 pieces of content right there. Repost your best performing stuff every 90 days to maximize reach. People don't buy from faceless agencies - they buy from people. By consistently putting out valuable content, you're building trust and showcasing your personality. This is especially crucial for founder-led businesses. So, consultants and agency owners, are you ready to overcome your content fears? Start sharing your expertise today, and watch your influence (and client list) grow. The only way to fail is by not starting at all. Action dictates the strategy.