"In the beginner's mind there are many possibilities, but in the expert's there are few."
– Shunryu Suzuki, author & philosopher
The world of consulting turns on the axis of expertise – on the insight the consultant has, and the client needs.
The problem arises when the expert is too close to their expertise to communicate it's importance and value. When their knowledge is so deep, they struggle to swim up to the surface.
Call it the 'curse of expertise'.
It's a curse that affects many a consulting firms when it comes to their brand. They tell a story that is unclear and unconvincing. They lean into messaging that is overcomplicated and undifferentiated.
And that brand muddle isn't just a nice-to-solve – it takes it's toll on the business. In the end, it shows up in fewer enquiries, fewer RFPs, fewer wins.
The seven messaging traps
In a recent analysis of over 100 websites of UK-based consulting & coaching firms, a clear pattern emerged. There were seven 'traps' that the messaging on these websites repeatedly fell into - the sort of pickles that make prospects want to move on and find a better option.
#1: The audience trap
Most consulting brands make themselves the hero of the story. They wax lyrical about what they do, how great they are. The audience? They barely get a mention. It leaves them wondering: “Is this really for me?”
The filler? Be clear on your positioning – know the answer to the question: “Who are we really here for?” Because without that clarity, you’ll continue to lose people to the audience trap.
#2: The pain point trap
Most consulting brands give all the airtime to their services, with little real estate to the pain their audience feels, the problems that they have. It can leave even the most purchase-ready prospects asking: “Do I really need this?”
The filler? Fall in love with the problem – what it is, where it shows up, and why it persists. Help your audience see their situation more clearly than they have before. Only then can they appreciate the value of your solution.
#3: The category trap
Too many consulting brands have a category problem. They either dodge it altogether (by saying nothing) or come up with some newfangled label (“we're a transformation enabler”) that raises more questions than answers. It can leave the audience wondering: “Am I in the right place?”
The filler? Stop ducking the category question – or pretending you can create a new one. Find the most relevant (existing) category for your business, and adopt it. Your audience will thank you for it.
#4: The specificity trap
Specificity is kryptonite for many consulting brands. It feels reductionist (“we’re about so much more”) and exposing (“you promised X would happen if we did Y”). It also requires buy-in, in a way that generic buzzwords don’t. The result? Brands that frame what they do in broad and vague terms, ape the meaningless jargon of their peers...and sound just like everyone else.
The filler? Have the courage to be specific – about your audience, your expertise, and the impact you have. Because being vague will only drive prospects into the arms of your specific competitors.
#5: The methodology trap
Differentiation is tough in the consulting world. The categories are often broad (i.e. “change management”), the audiences difficult to define (i.e. “leaders of fast-growing businesses). The trick so many brands miss is the power of an ownable methodology – the secret sauce that answers the question: “What’s different about these guys?”
The filler? Do the hard work of defining a unique methodology and bringing it to life. Make it something your audience will remember when it comes to making their choice.
#6: The humanity trap
Expert brands prefer to play it safe – and that often means playing it not-very-human. The absence of real people in photography, or testimonials with a real name. The general tone of voice that feels cold and corporate. It can leave the human audience wondering: “What kind of people are they?”
The filler? Reach into the core of your business – your people and the clients they serve – and find ways of bringing their humanity into your brand story.
#7: The impact trap
The promise has been made of what the consultancy can do. The services have been outlined. The logo wall is on display. And yet too many consulting brands fail to show the pudding – the proof that they solved the problem, and made a real impact. And it leaves the whole story...unresolved.
The filler? Don't just make a promise of what will change – show where you've fulfilled it. It will answer one of the most pressing questions your audience has: “Can I trust you to deliver?”
Changing the story
There’s no shame with the curse of expertise. It’s hard to read the label from inside the bottle. We've been there ourselves.
The good news? You already have the main thing that matters: genuine expertise. Your challenge is to package that expertise in a way that is clear, compelling and contrasting. To tell the story only you can tell.
It starts with accepting you've been caught out by some of these traps – and may need to bring in some expertise to find your way out.
Because, in the end, the message matters. It's the story that sells. After all, prospects aren't really buying your product or service. They're buying an idea - a picture in their mind, a story they've believed.
If it's not working, it's time to change it.
