White papers have become the rage in recent years, and for good reason.        They are an excellent way to showcase your expertise and build credibility. A well crafted white paper can quickly establish you as an expert among experts.

So what is a white paper, anyway? In very simple terms, a magazine article you self-publish. White papers strive to position your company as a solution to problems. They typically demonstrate this through case studies, test results, or position statements.

Unlike magazine articles, however, the visibility part is up to you. Most people today post white papers on their web site. It is popular to use white papers as bait for e-mail addresses, as part of a list building strategy. This can be effective, but the white paper must be worthwhile.

Another use for white papers is for sales collateral. They can be included in sales calls or sales responses to build your credibility. They can also be used as handouts at trade shows or conferences. In that case, however, be sure to get the contact information before you give them away.

White papers are not subject to editorial limitations. You control the content, layout, and length.  Here are some comments on each of these parameters:

Content – The material must be useful to your potential client or customers. This can include case studies, test or survey results, top-ten lists, and the like. Make them information rich – not salesy!

An acid test I’ve always applied to any written piece is, “If I never do business with this person, is the information still useful and of value?” If it is just a sales pitch (we’re better than XYZ and here’s why) it is more likely to offend rather than to convince.

In the technical world, white papers are often called application notes.  These have been around for years, and typically show how to design and use a manufacturer’s products. Follow the examples to get similar results — you don’t need to reinvent the wheel.

Layout – This is probably one of the biggest advantages over a magazine article. You can coordinate the look and feel of your white paper with the rest of your collateral – letterhead, brochures, and web site. Spend the time and money to make your white paper look professional.

A professional printer can be a big help here. They can advise on technical issues like paper stock, font, graphics, and more.  (Except for the paper, this advice applies to digital versions, too.)  They may even save you money by making your white paper fit a standard format to eliminate printing waste. We’ve worked with a professional printer for years, and consider them “part of the family.”

A professional copywriter can help, too. If you are not comfortable writing, consider hiring a “white paper specialist” .  On the other hand, if you are comfortable, you might even consider writing white papers as a potential service. We’ve done several white papers for our technical clients over the years.

If you do decide to use outside help, pick a topic or two and make a preliminary outline. Do your homework — don’t just hire someone to “write a white paper.”  That is like hiring an architect to “build a house” without any idea what you want in the first place.

Length – It depends, but 6-12 pages is typical. Longer than a newsletter, but shorter than a booklet. Think of an essay or in-depth magazine article, but without the editorial constraints (article length, number of words,  number of figures, ad space, etc.)

As such, you can add as much detail as is needed to make your point. Just don’t overdo it. You are not trying answer every question imaginable. 

Given the right circumstances, white papers are worth the effort. But always remember — the goals are to educate, enlighten, and establish credibility — not to sell. You are trying to begin a conversation, not to close the deal.

Questions or comments?  Please send me a message via the contact page.

© 2011, https:. All rights reserved.

Niches are a great strategy for small firms — particularly if you are just starting out. For consultants, the old business bromide “Find a need and fill it” could easily be replaced with “Find a niche and serve it.”

So what is a niche, anyway?  It is simply a narrow market segment. As a small business, you need to target your efforts. This is very important, particularly if you are moving from a larger company or firm. Unlike the big guys, you can’t be everything to everybody.

Niches can be defined several ways, such as specialty, industry, geography, or type of customer. In fact, I like using multidimensional niches to further segment the potential markets. The more you subdivide, the better you can focus your marketing efforts. We’ll look at these subdivisions in more detail in future posts.

Multiple niches are OK – just don’t pick too many starting out. Like using a magnifying glass to start a fire, niches let you concentrate your marketing energy on well defined targets. As the old saying goes, “Do a little — do it well — you’ve done a lot.” You can add or broaden the niches as your business develops.

Here is a personal example from my own engineering consulting business, from when my business partner and I went full time in 1987.

• The specialty niche we chose was EMI (electromagnetic interference) product design and troubleshooting. We had a lot of experience in this area, and we had determined the demand was there.

• We targeted two industry niches — military (where we had a lot of experience) and computers (the PC market was exploding then.)

• Our geographical niche was primarily local.

• Our customer niche was B2B (business to business.)  We did not pursue B2G (business to government) or B2C (business to consumer.)

We focused our initial marketing efforts where these four niches overlapped. We collaborated with a well respected local test laboratory, and we started a local mini-trade show. We became active in our local professional organization, and we wrote articles for the local trade press. This soon established us as local experts in our specialty niche.

The next step was to expand the niches a bit. We did not stray from our specialty niche, but we  broadened our geographical niche by writing articles for national trade magazines. At the same time, we collaborated with a training organization with a national reach. We also added the medical market, as our local area was rich with medical device manufacturers.

We eventually ended up with a portfolio of niches.

• For the specialty niche, we still focus on EMI design issues, but in addition to electronic products, the scope now ranges from integrated circuits to systems and facilities.  We added training – aimed at preventing problems, rather than just solving them.

• The industry niches now include computers, medical, military, industrial, vehicles, facilities, telecomm, and more.

• The geographical niches now include all of  North America, with occasional projects overseas.

• The customer niche remains B2B, serving high tech companies.

By maintaining a focus on our niches, we were able to concentrate our marketing efforts without going off in too many directions. We did accept business outside these areas, but only if it made sense. All this did not happen right away, but over the years we have been able to add to our experiences and grow our business.

Niches keep you focused, and let you leverage your marketing. You can quickly become the big fish in the little pond. And after conquering one pond, there is nothing to stop you from going after other ponds.

What niches should YOU consider?

© 2011 – 2013, https:. All rights reserved.

Writing articles can be a very effective lead generator. Not only do they provide visibility, but they also enhance your credibility. Having written or co-written over 200 technical articles, I’ve found this method to be fast, effective, and even fun. Besides, nothing quite like seeing your name in print to give you a little buzz while impressing potential clients with your expertise.

Incidentally, these ideas apply to both written and electronic magazines. The actual media is secondary. In fact, many magazines now publish in both modes.

Here are three good reasons for considering magazine articles:

(1) Enhances credibility and visibility. In the eyes of potential clients, being published makes you a subject expert. The perception is that you know what you are talking about, and that you have been vetted by the publication. And in the consulting business, perception is reality.

(2) You can start doing this right away. You don’t need to wait until you hang out your shingle — you can even start today when employed. Furthermore, your employer may well be impressed with your initiative and your capabilities.

(3) Builds your collateral. Having even a small library of printed articles is useful when submitting proposals or responding to inquiries. You can simply include a reprint of a relevant article.

As an alternate, make the articles available for download on your web site. You should retain the copyright by giving the magazine publisher first publication rights only,  and retaining the rest for yourself.

Here are ten quick hints for writing magazine articles:

(1) Pick a focus topic. You are not writing the great American novel. Since most magazine articles are between 2000 and 4000 words, you need to pick one topic and focus on it.

Lead off with a short introductory paragraph, and end with a short summary paragraph. Use a conversational tone. If discussing problems, be sure to include some simple solutions.

(2) Start with the trade journals. You have identified a market niche or two, right? So, what do your niche members read? There are thousands of small niche magazines, and all are hungry for well written articles.

Put together a short list of ideas, and call the editor. No, you don’t need fancy query letters for these publications. With luck, you can be in print in 90 days.

(3) Avoid the professional journals. Most of these are platforms for academics seeking tenure — the old “publish or perish” game.

That is not to say they don’t contain useful information, but unless they are being read by your potential clients, don’t waste your time. Besides, it can take a year or more (often along with rewrites) to get published.

(4) Shoot for a series or even a column. Rather than one long article, thinks about three to six articles spread out over a year’s time. A regular column is even better. Both keep your name in front of your potential clients on a regular basis. You can even start to develop a following.

(5) If you make a commitment — KEEP IT! I can not overemphasize this point. Magazine editors are  under the constant pressure of both deadline and space. Being a day late with your material is a disaster, and will earn you the eternal disdain of the editor.

Once you commit, get it done and deliver it early!

(6) Keep it simple and tutorial. Remember, you are not writing to impress your peers, you are writing to attract clients. Keep your ego in check. Assume your reader knows little about your subject but would like to learn a bit more.

Doesn’t that sound like an ideal client?

(7) Report on research results. Done any research or conducted a survey? As long as the material is not proprietary, this can be great fodder for a magazine article. If appropriate, you can spice this up by analyzing trends or making predictions.

(8) Be controversial or contrarian. As the journalists say, “Dog bite man, so what?  Man bites dog, put it on page 1.” Don’t be afraid to break with convention and offer an alternate view. This can be particularly good for business  consultants, where clients are often seeking original thinking and new ideas.

(9) Avoid advertising and self-aggrandizement. If your article sounds like an ad or ego trip, rewrite it. I’ve always applied this acid test — Even if you never do business, will the typical reader think the article was helpful and worthwhile?

(10) Finally, have some fun with it. Think of your readers not as clients, but as friends with whom you would like to share your ideas. I hope you’ve enjoyed my sharing — and it was truly fun to write this little piece.

Here is a partial list of articles done over the years.  This has been one of our most successful marketing methods. 

© 2011 – 2016, https:. All rights reserved.

Fishing for business…

OK, let’s get started with the question that has most of you chomping at the bit. How do I get clients/customers, anyway?

In simple terms, you need to find customers, and then sell to them.  And if you are just starting out, nobody else is going to do it for you.

Oops! I used the dreaded “S” word — sell. I know, you don’t want to become a peddler — rather, you just want to solve client problems (for a hefty fee, of course.) But if you are going to succeed, you first need customers. As we say in our business, “If you don’t have customers, you don’t have a business.”

To use a simple analogy, finding customers is a lot like fishing. First, you need to figure out where the fish are, and what kind of kind of bait to use to attract them. Once you get a fish on the line, you need to figure out how to get it in the boat. And remember, you don’t get to eat the ones that got away!

Attracting the fish can be considered marketing, and getting the fish into the boat can be considered sales. Both are necessary, but as the late Peter Drucker once observed, “The better the marketing, the easier the sales.”

For that reason, I always emphasize marketing when discussing consulting practices. The good news is that your marketing efforts need not be expensive or complicated. A few simple, well executed plans can keep your net full.

To continue the fishing analogy, you typically need more than one line in the water. Over the years, we have found there is no magic bullet for finding consulting clients. Rather, a combination of methods is usually needed to keep the leads coming in.

In fact, with multiple lead sources, there is often a multiplying effect. For example, if you get a referral and your prospect has already seen an article you wrote or heard you speak, your success rate can increase drastically.

It all starts with leads! Here are 20 lead generation ideas we have used at one time or another over the years. Unlike “big company” approaches, most require little money but do require time and effort. I suspect we’ll add a few more, so it will likely be 20+ ideas.

Some methods are better suited to starting out (or even before starting), while others are better suited to later stages in your business.  Some focus on writing, while others focus on personal contact.

To start, choose methods with which you are most comfortable — that way, you’ll stick with them. My recommendation is to try several (but not too many), and then refine your approach with time.

• Write magazine articles
• Develop white papers
• Write a book
• Start a blog
• Start a newsletter/ezine
• Become a speaker
• Teach a class
• Support professional organizations
• Attend trade shows
• Start you own trade show
• Develop a web site
• Present seminars/webinars
• Referrals & Testimonials
• List in directories
• Network- Social Media & More
• Collaborate
• Use agents and reps
• Advertise
• Cold call/warm call
• Gimmicks

We’ll discuss each of these ideas individually in future posts, and we’ll explore how to best apply them under different conditions and for different markets.  I hope these 20 ideas help you start thinking about how to fish for YOUR business.

Got your own lead generators??  Share them here… and please let me know how these work for you!

© 2011 – 2019, https:. All rights reserved.