•Consider the access you provide—availability, reliability, and
•Consider the experience you provide—service, solutions, and
• Consider the price of your service;
• Consider the total cost of using your service;
• Consider the terms you offer.
• Consider the overall value you provide clients by weighing both
the outlined benefits as well as the outlined costs.
For each target market, formulate three to five key
messages that you will communicate across your
marketing efforts. These efforts include, but are not
limited to, sales collateral, social media posts, web-site content, speaking events, sponsorships, advertisements, etc. By developing these key messages, you
will have created the foundation of your core messaging which is critical to any marketing strategy.
Messaging is not only critical to current revenue
generation, but consider the future profits you are laying the foundation for generating through your marketing efforts, This messaging exercise allows you, as
a consultant, to have a quick reference of your core
elements of your messaging—audience, value-prop-osition, key messages—to leverage throughout the
various channels you leverage as part of your business
development program. Though your method, distribution manner, or specific campaign may change over
the course of time, this reference serves as a standard
for implementation, regardless of initiative.
THE ROLE OF ETHICS
Ethicists study all types of ethics and ethical situ-
ations; however, normative ethics provides rules for
how thinking and acting ‘ought’ to be performed. So,
how ‘ought’ a consultant, or consulting firm, develop
ethical messaging? How is ethics related to the three-
step process identified above? Your motive is critical
when finalizing the three to five key messages per tar-
get market. What ‘ought’ to be the motive of a consult-
ant when developing these strategic messages? Con-
sidering normative ethics, the motive of the consultant
or consulting firm with strategic messaging must keep
the client’s interests paramount with honesty and in-
tegrity during the consulting relationship.
Reflect on the three to five messages you created per
target market within this framework:
• Do the messages keep clients’ interests paramount?
• Are the messages true and honest?
• Do the messages speak to an understanding of the client’s
• Do the messages speak responsibility about the services you
are able to offer?
• Do the messages honor all legal obligations, intellectual property
laws, and anti-plagiarism standards?
• Do the messages adhere to your personal code of ethics?
• Do the messages adhere to your firm’s code of conduct?
• Do the messages empower your clients?
• Do the messages discriminate against a culture or group of people?
• Do the messages deceive or mislead your clients?
• Do the messages speak untruths of your competition?
When it comes to consulting ethics, one of the key
aspects for you as a consultant is to maintain a professional desire to seek better outcomes for your clients
through the services you provide. Ethics is an individ-ually-applied concept as it is not something your firm
or colleagues can force upon you. As a consultant,
you are providing specialized knowledge to a client in
need who is utilizing your personal traits to complete
a task. Rather, it is an individual decision to leverage ethics in all professional aspects starting from the
beginning of the business development process with
ethical marketing messaging through to the completion of the consulting service for the client.
Sarah Skidmore, marketing director for Cogent Analytics,
develops strategy and delivers results-driven campaigns that
directly impact growth management. Skidmore brings marketing innovation to industries including manufacturing, construction, medical, consumer products, and more. She has spoken
at several universities and global conferences. Skidmore is currently pursuing a Doctorate in Strategic Leadership in Global
Consulting from Regent University.