Luk’s Bi-Weekly 'Think Piece' For Consultants

Edition #2 - June 24, 2020

Dear reader,

Looks like you may have missed the 2nd edition of my brand new 'The Authority' newsletter, so I wanted to send it to you again in case it got lost in your busy inbox. Have a great day!

'The Authority' helps consultants grow their revenue by sharing intriguing educational stories.

It’s my ultimate aspiration to create a bubble of calmness with this bi-weekly ‘think piece’, a place of stillness in the face of everyday stress. A chance to reflect on what really matters in your consulting work.

The Big Question

Questions I get from consultants. And my answers.

Question #2: How can I use Linkedin in the most effective & efficient way as a consultant?

Leveraging Linkedin as a consultant is extremely important (from a business growth standpoint)!

But most consultants have:

- Poor and foggy Linkedin profiles (dramatically diluting their professional reputation)

- Expertise-disconnected sharing of all kinds of low-value stuff

- Ineffective social media usage (no TLC-strategy at all: from Traffic to Leads to Clients)

If you want to be serious about growing your consulting business and starting to attract your ideal clients in a more consistent and predictable way, you will have to get comfortable with Linkedin, the T-L-C-way.

With a (highly automated) smart approach, 60% of my website traffic comes from Linkedin. On top, Linkedin is my main source of email list building.

The drivers of that success:

📌 I post quality content every day, weekend included, no exception

📌 98% of my Linkedin activity is distribution of my own content

📌 My content always discusses typical consultancy challenges (research-based)

📌 My target group is 100% clear, I have an 'unreasonably' narrow focus, my LI-profile can't be more clear

📌 My Linkedin content is repurposed from my existing evergreen content

📌 The sharing/distribution is 100% automated (using Hubspot)

📌 Every post/article is T-L-C-optimized (main source of email list building)

📌 I am obsessed by strong visuals, colors & titles (production is outsourced)

📌 I only spent 4 (smart) hours/week developing/sharing LI-content, most people are extremely surprised by my HVLI (High Volume, Low Investment)

📌 My approach is easy to copy, however 'high quality evergreen content' is foundational

An interesting question for the next edition:

I received this question from a reader (thanks!): "Luk, you teach 'narrow focus' and/or specialization as a consultant. But that would mean more income risk for me (covering fewer expertise domains). How to go about it?"

Would you like to send a question for one of the following newsletter editions? Send it to me here.

The Disturbing Truth

Unsettling revelations from experts I admire. And from myself.

Every Monday morning, I am sharing a consulting-related quote on Linkedin to start the new week.

These quotes reflect years of my passionate thinking about the consulting profession and span one year of writing. I've mixed my own quotes with carefully selected quotes from experts I admire and you may never have heard of.

Here are the quotes from the past 2 weeks. Let the inspiration be with you (if you let it).

Topic 15-06-2020: Narrow focus as a consultant

"If you don't know what to say as a consultant, you aren't an expert. If you don't know how to say it, you haven't practiced enough. If you find too many audiences when directing your writing, you haven't focused enough". (David C. Baker, in his book 'The Business Of Expertise', see my summary here)

Topic 22-06-2020: Narrow focus as a consultant

"Stick to your segment. Focus is your friend. You want to be known as a dominant and consistent voice in your industry". (Tom McMakin in his book 'How Clients Buy', see my summary here)

The Irresistible Content

I write a lot. Here's the update from the past 2 weeks.

My brand new initiative: Top 10 articles of the month for consultants.

Linkedin post: The 2020 B2B Thought Leadership Impact Study by Edelman

Linkedin article: 4 Reasons why you don't have time to grow your authority

Linkedin post: The generalist consultant has no future

4 reasons why you dont have time to grow your authority (1)

The Inspiring Reading

I read a lot. Here's what I am reading right now.

I am reading between 30-50 books per year. I just finished reading (again):

'Value Proposition Design'

In the context of a client project, I've been re-reading the Value Proposition Design book. It was great reconnecting with the topic of designing products and services customers want. I am a big fan of Alexander Osterwalder and his fantastic books.

This is a must read book for every consultant. Way too often, consultants are focused on their skills-based offering: this is what I/we can do for you (and I am the best!).

This is exactly the opposite of what Osterwalden & team are teaching in the book: your consulting offering should be problem resolution-focused instead of skill-focused. What is the output of the transformation you are delivering for the client?

The book lays out an all-inclusive approach for identifying what your potential clients value and explore how best to deliver it in a way that meets their expectations. Top book, beautifully illustrated! This book is always on my desk!

Here's a great YouTube video explaining the Value Design process!

The Inconvenient Number

Visible Authorities have a better pipeline. The evidence.

If you haven't read the annual Thought Leader study from Edelman & Linkedin yet, you should jump on it right away!

The study looks into the impact of thought leadership on business development. The 2020 study is full of useful insights that will convince even the most skeptic consultant that visible thought leadership yields measurable results.

The study is based on insights from 3,275 global business decision-makers. A must-read for every consultant around the world.

This is what decision-makers say about thought leadership (content):

- 89% say it can be effective in enhancing their perception of a vendor (consultant, consultancy,...)
- 59% say it is a more trustworthy basis for assessing future collaboration
- 49% admit that it can be effective in influencing their purchasing decisions
- 42% are willing to pay a premium for support from a thought leader

The Secret Backstage

A sneak peek behind the curtains of my business. Luk's lab.

Leveraging Linkedin as a consultant is extremely important!

Here's an overview of how I am sharing my content via Linkedin. It's organized on a monthly basis, with a well defined monthly calendar.

I am sharing my own content every day but with a smart approach (which is not difficult to copy) I only invest 4 hours/week. HVLI: High Volume, Low Investment.

The Inevitable Learning

The programs I am teaching. To become a better consultant.

My Mastermind Retreat: due to Corona, all 2020 Mastermind Retreats are on hold. I got several questions from candidates to join. Please get on the waiting list and I will keep you informed as soon as I can go ahead again. Here's the link to the program content. Below the button to the waiting list. Thanks for your patience!

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