{"id":7030212,"date":"2026-08-06T13:10:11","date_gmt":"2026-08-06T13:10:11","guid":{"rendered":"https:\/\/peraltafinancing.com\/uncategorized\/18-things-to-cut-from-your-consulting-firms-marketing-and-make-it-more-effective\/"},"modified":"2026-08-06T13:10:11","modified_gmt":"2026-08-06T13:10:11","slug":"18-things-to-cut-from-your-consulting-firms-marketing-and-make-it-more-effective","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7030212","title":{"rendered":"18 Things to Cut From Your Consulting Firm\u2019s Marketing (And Make It More Effective)"},"content":{"rendered":"


\n<\/p>\n

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\t<\/p>\n

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Most boutique consulting firms can get more return from their marketing by cutting things out<\/strong>.<\/p>\n

Nassim Taleb calls this Via Negativa.<\/p>\n

It means the negative way<\/em> in Latin.<\/p>\n

Instead of adding new things to achieve a goal, you cut things out.<\/p>\n

You get to the solution not through addition, but subtraction.<\/p>\n

I\u2019ve realized a lot of the advice we give to our clients follows this.<\/p>\n

Especially the firms that had already been investing in marketing without enough ROI.<\/p>\n

Because most firms try to do, offer, and tell a lot.<\/p>\n

This inevitably widens the front.<\/p>\n

You have fewer resources to dedicate to more things.<\/p>\n

The quality drops.<\/p>\n

You run the risk of prospects judging your firm by weak touchpoints.<\/p>\n

Or confusing them with too much information and options.<\/p>\n

Here are 18 things we advise our clients to cut.<\/p>\n

Most of them will do more for your pipeline than anything you could add:<\/p>\n

    \n
  1. Cut out the industries, departments, or titles you added to your ideal client profile \u201cjust in case.\u201d Every addition costs you specificity<\/a> and makes marketing harder.<\/li>\n
  2. Cut out the problems you claim to solve for them.<\/li>\n
  3. Cut out offers and capabilities that bring in less than 10% of your revenue. Focus on marketing your core service<\/a> and its entry offer.<\/li>\n
  4. Cut out promoting services that only existing clients buy after you build the relationship. If a service is hard to sell to prospects, don\u2019t waste your marketing resources on it.<\/li>\n
  5. Cut out marketing channels that you are not willing to dedicate enough effort and resources to (podcasts, YouTube, etc.).<\/li>\n
  6. Cut out any resources (articles, case studies, guides) that don\u2019t do justice to your firm\u2019s expertise. Not having them will serve you better.<\/li>\n
  7. Cut out content topics that fall outside your firm\u2019s expertise. Talk about fewer topics to make your firm an authority<\/a> there.<\/li>\n
  8. Cut out the frequency of publishing if it will increase quality. Don\u2019t \u201ccreate content\u201d for the sake of it.<\/li>\n
  9. Cut out vague language like \u201ctransforming industries\u201d and \u201cdriving innovation\u201d from your website and marketing material. Talk in your marketing the way you talk to prospects in person.<\/li>\n
  10. Cut out cold outbound and automated messages that irritate prospects. Respect your prospects\u2019 time and intelligence, so they respect your firm.<\/li>\n
  11. Cut out weak website pages and sections that add no value and distract visitors. If it\u2019s not relevant to a prospect, it shouldn\u2019t be there.<\/li>\n
  12. Cut out stock photos from your website, decks, and social media.<\/li>\n
  13. Cut out AI-generated posts, articles, images, and presentations. You\u2019re selling expertise, never associate your firm with anything generic.<\/li>\n
  14. Cut out confusing calls to action. Prospects need to know one clear next action at every step<\/a>.<\/li>\n
  15. Cut out design elements that compete with your content for attention.<\/li>\n
  16. Cut out ads that lead with your capabilities instead of your prospects\u2019 problems.<\/li>\n
  17. Cut out claims to differentiation using table stakes<\/a> like \u201cprofessionalism\u201d or \u201cbeing client-oriented.\u201d They do the opposite: making you appear just like any other firm.<\/li>\n
  18. Cut out the urge to add even more marketing channels, services, or client profiles without mastering the existing ones.<\/li>\n<\/ol>\n
    \n

    Enjoyed this article?<\/p>\n

    Then you\u2019ll love the How Consultancies Win<\/a> Newsletter.<\/p>\n

    Get the \u201c7 Positioning Sins That Cost Consultancy Firms Millions\u201d<\/strong> guide when you join. It\u2019s free.<\/p>\n<\/p><\/div>\n

    <\/p>\n

    \t<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

    Most boutique consulting firms can get more return from their marketing by cutting things out. Nassim Taleb calls this Via Negativa. It means the negative way in Latin. Instead of adding new things to achieve a goal, you cut things out. You get to the solution not through addition, but subtraction. I\u2019ve realized a lot […]<\/p>\n","protected":false},"author":1,"featured_media":7030213,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[141932,139380],"tags":[11268,2070,5227,10918,8402],"dealstore":[],"offerexpiration":[],"class_list":["post-7030212","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-how-consultancies-win","category-marketing-strategy","tag-consulting","tag-cut","tag-effective","tag-firms","tag-marketing"],"yoast_head":"\n18 Things to Cut From Your Consulting Firm\u2019s Marketing (And Make It More Effective) - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7030212\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"18 Things to Cut From Your Consulting Firm\u2019s Marketing (And Make It More Effective) - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Most boutique consulting firms can get more return from their marketing by cutting things out. 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