As an Independent Consultant, Your Best Marketing Tool is a Conversation
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As self-employed consultants, we often find ourselves caught in a paradox. We spend countless hours crafting insightful blogs, creating newsletters, and posting on social media, yet we struggle to convert those prospects into clients. Sure, being visible is important for generating awareness of your services, but here's what I've learned after decades in this business: nobody hires a consultant or coach without having at least one conversation first.
Think about it. Would you hire someone to restructure your business operations or help you with a career transformation based solely on their marketing materials? Of course not. Every prospective client will want to have at least one conversation before they spend thousands (or tens of thousands) for your expertise. They’ll first want to know three primary things:
Do you have the right skills for their situation?
Are you the right fit for their culture or personality?
Can they trust you?
This isn't just my intuition. I’ve discovered it's backed by compelling research.
Some Science Behind the Conversation Advantage
An article in Psychology Today cites a couple of fascinating neurological studies about human communication.[1] When we engage in real-time conversation, our brains actually synchronize. A Princeton University researcher found that during successful communication, similar regions of the brain fire in both the speaker and listener. As the study concluded, "during successful communication, speakers' and listeners' brains exhibit joint, temporally coupled response patterns."
This neural coupling creates something that neither emails nor social media posts can wholly replicate—connection and understanding.
The data on communication effectiveness is equally striking. One research study estimates that email communication is only about 7% as effective as face-to-face conversation, largely because it lacks the crucial elements that build trust: tone of voice, facial expressions, real-time responsiveness, and the ability to adapt to the other person's reactions.
Trust Can't Be Built Through Marketing Alone
Trust—the foundation of any consulting or coaching relationship—requires specific conditions to develop. It’s built through consistent actions, reliable communication, and demonstrating genuine interest in what someone has to say through active listening.
The most effective trust-builders share several characteristics: being empathetic, approachable, honest, respectful, attentive, and humble. These characteristics are as important as, if not more than, technical competence.
Here's the challenge: these trust-building qualities cannot be fully conveyed through social media posts or emails. A prospective client needs to experience your authentic curiosity about their specific situation and get a feel for how you operate.
Successful consultants recognize that asking thoughtful questions about someone's specific challenge conveys expertise and builds credibility. This level of understanding can only happen in dialogue, not in a one-way marketing message.
Design Your Marketing to Generate a Conversation, Not to Win the Work
Instead of trying to win the work, focus your efforts on getting into a conversation. Write every blog, social media post, and email with the goal of getting someone to say, "I want to talk with the author/sender about my situation."
That's where your call to action comes in—the next step you ask readers to take. Instead of trying to get people to “buy now” or “sign up today,” invite them to a conversation. Here are some examples you can adapt for your social media posts and direct emails.
"If this resonates with your experience, let's dig deeper into your specific situation."
"Of course, every situation is different. Let's explore whether this framework applies to your unique circumstance.”
"I'd like to understand your particular challenges. Let's set up a 20-minute conversation."
"Let's have a conversation about your goals and see if there's a good fit."
"I find every person’s journey is unique. Let’s schedule a virtual cup of coffee so I can learn more about yours."
"Let’s hop on a quick call so I can ask you a few questions to help clarify your next steps."
"I'd be happy to offer some initial thoughts on your situation at no charge. Let’s set up a 30-minute call for later this week."
The key to implementing this approach successfully is authenticity. These aren't sales calls disguised as consultations—they're sincere conversations where both parties explore possibilities and assess fit.
Remember: as a solopreneur, the conversation isn't just the path to the sale—it's often the first demonstration of the value you provide. When you listen skillfully, ask insightful questions, and offer thoughtful perspectives, you're giving prospective clients a preview of what it's like to work with you.
The Bottom Line
As solopreneurs, we often make the mistake of trying to cram everything—our entire value proposition, methodology, and credentials—into our marketing efforts. Convincing someone to hire you without ever talking to you is impossible. Instead, focus on what's achievable and infinitely more effective: using your self-promotion to generate conversations with the right people.
In a world of increasingly automated and impersonal marketing, the solopreneur who engages in an authentic conversation is most likely to win the work. Instead of tracking the “effectiveness” of your social media posts, start tracking how many conversations you have!
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[1] Psychology Today article "Why Email Is Only 7 Percent as Effective as Talking" (July 21, 2014)
