Are you a consultant? That title applies to professionals from actuar- ial advisors to Web site designers, including management consul- tants, accountants, architects, investment counselors, lawyers, public relations consultants, engineers, human resources experts, executive coaches, professional speakers, technology consultants, internal con- sultants, and others.
All consultants are different and each specialty requires unique skills. One of those skills, though it may not say so on your business card, is marketing. If you’re not a top-notch marketer, expect an up- hill road all the way. And don’t expect that road to lead to the bank.
Professional service providers need powerful marketing now more than ever. You may be a brilliant advisor or strategist, but in our highly competitive world you must convince clients that your services are head and shoulders above the competition if you want to stay in business.
This book was written from the perspective of a management con- sultant—coauthor, Michael McLaughlin. But the message of guerrilla marketing is equally relevant for all professional service providers.
Whatever consulting you do, guerrilla marketing can separate your practice from the pack. That’s not to say that classical market- ing principles have no validity. But they are not a potent enough re- sponse to the rapidly changing demands of today’s clients.
Guerrilla marketing strategy and tactics will take you to the next level, where profits flow abundantly. Guerrillas use their time, en- ergy, creativity, and knowledge to maximize the return on their mar- keting dollars. This book isn’t about good marketing. It’s about great marketing and long-term success—an investment in your future.
Think of Guerrilla Marketing for Consultants as an owner’s man- ual for your career and your practice. In these pages, there is a wealth of information on why, where, when, and how to push your consult- ing practice to new performance levels.