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How to Sell Advice

Kevin C. Whelan

A marketing strategy advisor and educator teaching everything I know about the business of consulting.

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Featured Post

Joining the conversation

I've been writing recently about using content to build relationships with your ideal buyer at the peer level. I want to underscore that it's not really about producing either strategic or tactical content. It's not even about teaching vs. relationship building. The reality is, a mix of all of it can work extremely well. The real test is whether you can join the conversation already happening in the minds of your buyers. If your buyers are mostly concerned with identifying and hiring people...

4 months ago • 1 min read

Here’s a mindset for you. What if your emails (or social media posts) were designed not just to educate, but to build a relationship with people in your audience? How would it change your writing style? How would it change your tone? How would it change the content of your emails? My guess is you’d introduce more of yourself into your content. You’d tell more stories. You might even feel like you could relax a little. You’d probably try to speak the language of your ideal audience. You’d...

4 months ago • 1 min read

An interesting question came up today on a Mindshare group coaching call. The topic was essentially why someone’s long-form educational content via email wasn’t converting any leads—even though the list was big enough to think it would. If you tend to teach hard with your content, this might be for you. You might be writing for the wrong audience If you’re consulting, the people hiring you are in a leadership role—i.e. CEOs or other executives. Those people don’t want to get deep down in the...

5 months ago • 2 min read

Thanks for attending yesterday's live training with Dylan Bridger on How to Generate More Sales from ANY Email List! As promised, here's the recording: If you're receiving this email, it means you requested to be added to my mailing list when you registered—welcome! What to expect next I'm going to drop you into a little 5-day email course on how to go from selling execution work to advising, teaching, and training. It's the best way to begin to get acquainted with some of my thinking. My...

5 months ago • 1 min read

If you’ve been on the internet longer than a minute, you know that social media platforms rise and fall in their popularity. Algorithms change, attention shifts—heck even the owners can change hands! And while social media is a great way to build your top of funnel and build awareness for you and your business, it’s not the best place to sell. That’s where your website—and as importantly—your email comes into play. Email is your ticket through the algorithm gatekeepers. Assuming you build and...

5 months ago • 1 min read

One of the most common ways to sell marketing services is by levels of access or number of deliverables you provide. Do you want one blog post per month or five? Do you want to weekly or bi-weekly calls? Do you want strategy work included or not? The reality is, buyers often don’t know what they really need to get the results they want. Do they really need the deluxe SEO plan or will the fundamentals do the job? To be clear, there’s nothing wrong will selling tiers of service. People are...

5 months ago • 1 min read

I’m a big fan of audio. Audiobooks, podcasts, course content, YouTube videos—you name it. It’s by far the best way for me to learn and consume information. That doesn’t mean I don’t read. My eyes work just fine and I enjoy reading. I just have less time to sit down and read long-form content. I’d rather be working. Chances are, your clients are just as busy, which is partly why I recommend short frequent posts vs. regular long ones as a primary marketing approach. With audio, you can take it...

7 months ago • 1 min read

You’re a marketing professional. Which means people are deciding whether to hire you—at least in part—based on your marketing. It’s similar in other industries, too. You wouldn’t go out of your way to work with an unfit trainer. Or a doctor who doesn’t exhibit healthy practices. You wouldn’t rush to hire a writer who doesn’t write for their own business. Or a web designer with no website. Or a graphic designer with ugly branding. But the opposite is true: you would seek a trainer who is fit...

10 months ago • 1 min read

Quick note: if you have been thinking of joining Mindshare, I have a little offer for you at the bottom of this email. A lot of people think consultants have no skin in the game. They wave their hands, give advice, and leave the client alone to implement. In some cases, that’s perfectly valid and accurate! But when it comes to consulting on marketing, the most effective ones combine advice with other proprietary assets. These assets give you leverage. They’re your relationships, expertise,...

12 months ago • 3 min read
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