From the course: Consulting Foundations: Building Your Brand
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Is your brand working if you're famous but not making money?
From the course: Consulting Foundations: Building Your Brand
Is your brand working if you're famous but not making money?
- Most consultants I know are really good at doing the work. They're strong working in the business but less strong working on the business. Selling is one on one, a dance with another person in which you focus on the specifics of their situation and how you can improve their condition. Marketing is designed to reach many people, not just one unique person and focused on helping the right people understand your message so they wanna work with you. Even if your marketing message is personalized for each recipient, the campaign is designed more broadly. Brand building is a marketing activity. Most people are more comfortable doing either sales or marketing. Me? I'm more comfortable with marketing, no big surprise, I've run marketing organizations, I was an English Major in college, I live for ideas and strategy. People like me run a very real risk of over-investing in marketing at the expense of growing my business. A friend of mine has this issue too and we've had many discussions…
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