We asked. AI gave answers. We asked. AI searched. But then these tools kept evolving. Now we ask. AI does. Then what’s the limitation? What stops anybody from building and achieving anything they want? Well, here’s the irony. When we have a tool that is more capable than any single one of us, we go…
Category: Positioning
Here’s How I’d Grow Your Consultancy This Year If I Were Your CMO
P.S. If your firm has outgrown referrals but doesn’t have a marketing engine yet (or has an ineffective one), fill out this form. Let’s talk. –
38 Short Marketing Insights To Start 2026 Strong
P.S. Use our Marketing Strategy Scorecard to discover what’s limiting your consultancy’s growth and get personalized suggestions to fix them in 2026. It’s free. –
How To Use Emotional Outcomes To Make Your Consulting Firm’s Messaging Resonate
In 1925, a rookie copywriter named John Caples had to sell something hard to sell: A mail-order piano course. He was barely a year into his job at the agency Ruthrauff & Ryan. The U.S. School of Music had knocked on their door. They wanted a campaign for their new self-study instrument courses. Caples needed…
How Weak Positioning Traps Consulting Firms in a Vicious Cycle (And The Only Way Out)
Weak positioning causes a vicious cycle for every firm. It goes like this: You lack clarity around your ideal client profile, the specific problem you solve for them, and how you solve it differently. That causes you to have generic messaging. That causes your website, content, and ads to get ignored. That causes buyers to…
5 Ways B2B Buyer Behavior Has Changed (And Why It Matters For Your Firm)
Some boutique consulting firms are still doing marketing like it’s 2010: They rely on their partners’ networks for new business. They post some random content. And they occasionally hire an agency to do mass outreach campaigns. These tactics worked fine 15 years ago. But the world has changed since then. Going through a pandemic. The…
How Starving Prospects Build Thriving Firms (And 3 Signals To Find Yours)
Copywriting legend Gary Halbert goes to prison for tax fraud. The conditions are harsh. He doesn’t know if he’ll survive in Boron Prison for long. So he writes letters to his son to teach him everything he knows about copywriting and marketing. And later his letters became the famous book: The Boron Letters. In one…
How B2B Buyers Choose Which Problem To Fix (And How To Make Yours The Priority)
Every business has dozens of problems at any given time. Even thriving ones. A new regulation comes up and you have to comply. You have to hire but can’t find the right candidate. Or your clients churn and you have to find out why. Being in business means dealing with problems. It’s the same for…
Why A Winning Consulting Positioning Demands Weaknesses (And How To Embrace Them)
In 1970, Listerine’s marketing department was feeling the heat. P&G had launched a new mouthwash brand as a competitor a few years before. They called it Scope. And they attacked Listerine’s obvious weakness — taste. Listerine burned like medicine. Consumers knew it. So Scope entered the market using taste as its differentiator. They claimed a…
The Objection Funnel: Why Credibility Can’t Replace Clarity in Consulting Firms’ Messaging
Most marketers think social proof sells. But it doesn’t. It reassures. And this difference changes how to do messaging right. Imagine going to a consulting firm’s website. You’d like to figure out what they do. But you struggle. Because first, you read an aspirational mission statement that means nothing. Then they bombard you with social…
