26 March 2022 |  From the friendly caves of Pixie Hollow.

 

Today something short and sharp, heralded by the godfather of consulting:

 

When it comes to value-based pricing, your content and communications become a not-negotiable element of brand.

 

Brand is what drives high fees.

 

Communication is what establishes value-based fees.

 

Value-based fees have nothing whatsoever to do with your time, with your lifestyle, with what billables you have to have covered. And everything to do with how your client perceives the results of your service.

 

This is where thought leadership becomes a pre-eminent factor in your marketing.

 

It's also where establishing you (or your team members) as their own brands is vital for their marketing, and for your organisation's marketing.

 

Why? People attach to people.

 

You might work for McKinsey, which has pull all on its own. But John Citizen, Director at McKinsey has twice the draw of the organisational brand itself. First, he works there. Second, he's a Director (read: Not a junior).

 

It's critical, if you are keen to establish value-based pricing that you deeply consider what might be the impact of each person who consults in your business to have his or her own list. That each consultant (or doctor, or architect, designer or lawyer) is empowered by you to grow 'their own' business. 

 

This includes having their own brands.

 

Their own social media.

 

Their own email and snail mail lists.

 

Their own marketing budgets.

 

Their own training.

 

That they each understand reputation management.

 

It won't be for everyone; some people prefer to be engineers than artists. But for those who are driven by growth and progression, it is a golden pathway that benefits both them and you.

 

Some may choose to use their budgets to employ external folk to handle the actual doing (and if so, bravo). Some will choose to overwork themselves to death. But whichever path they take is not really your business.

 

Ouch, I know.

 

In any case, this is serious food for thought. What might it do for you and your organisation if your business were the platform instead of the boss?

 

xx Leticia 'partnering for life' Mooney

 

Please let me know what I can do for you.
 
Leticia Mooney is a consultant with decades of experience writing with and for people like you. Her company Brutal Pixie casts the kind of spells your customers love. Its services are oracles (communication strategy, CCX, audits, investigations, quality assurance), metamorphoses (training, mentoring, coaching, wargaming), and your stories in magick hands (ghostwriting, content writing, editorial support). Leticia is also the mother of an intelligent, engaging, and curious boy, who is named after a character created by J.R.R Tolkien.

 

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