How to Stand Out from the Crowd: The Signature Offer Secret for HR Consultants

You think you need to sell HR. But that's a complete misunderstanding.

And that one simple, but common misunderstanding is silently wrecking your marketing, crushing your sales, and making you feel like you're shouting into the void on LinkedIn.

So in this episode of Marketing Made Easy for HR Consultants, I’m pulling back the curtain on the biggest marketing mistake I see every solo HR consultant making.

So if you've ever said things like:
 ❌ “I help SMEs with all their HR needs”
❌ “We do everything from contracts to culture”
❌ “We’re like an outsourced HR department”

…then this episode will shift your perspective completely — and show you why this exact approach is making it impossible to stand out, charge high fees, or get consistent leads.

In this episode, you’ll discover:
✅ Why selling "HR" puts you in a race to the bottom — even if you’re the best at what you do.
✅ What McDonald's, Rolex, and Chanel 5 can teach you about selling your HR  consultancy services.
✅ The real reason your content isn’t generating leads — and what to do instead.
✅ How to reposition your services so clients see you as essential (not a nice-to-have).
✅ The 3-step fix: niche, target market, and offer — and how to make it all work.
✅ The quickest way to become a category of one — even if you're just starting out.

So if you're tired of being seen as just another HR consultant — and you want to be the go-to expert in your space and get all the leads and clients you need with ease — this is the episode that shows you how.

Hit play now.

Timestamps:

00:00 – Why most HR consultants struggle to sell their services.
01:00 – The costly impact of saying 'I do HR' in sales conversations.
02:00 – How vague HR messaging confuses potential clients.
03:00 – Why buyers don’t search for ‘HR support’ – they search for outcomes.
04:00 – The danger of assuming clients understand what you do.
05:00 – What to say instead of 'I help SMEs with their HR needs'.
06:00 – Using pain points to frame your HR offer in a compelling way.
07:00 – Example: shifting from 'HR help' to 'reducing absence-related costs'.
08:00 – Real sales story: how outcome-focused messaging won the client.
09:00 – Why marketing feels hard when your message is too generic.
10:00 – The role of specificity in converting leads to clients.
11:00 – What buyers want: results, not responsibilities.
12:00 – Case study: transforming HR messaging to land bigger contracts.
13:00 – The ‘I don’t know what you do’ problem and how to fix it.
14:00 – Turning your service into a product clients are already searching for.
15:00 – Avoiding the 'menu of services' trap in your website and proposals.
16:00 – Messaging audit: how to spot weak, invisible offers on your site.
17:00 – 3 messaging tweaks to boost response from emails and LinkedIn.
18:00 – Creating a sales message that positions you as a business partner.
19:00 – How to test your new HR offer and message this week.
20:00 – Final takeaway: ditch 'HR' and sell the transformation, not the task.

Want My Help to Build Your £70K+ HR Consultancy?

1️⃣ Grab a copy of my book – The Complete Guide to Building a £70K HR Consultancy – and discover how to get every lead and client you need.

2️⃣ Apply to Join The Fastlane Formula – so we can work together 1-to-1 to get you earning £70K+ faster (and easier) than going it alone.