Clever Counsel #5 - The Biscuits at Lucille’s
Quick storytime. I promise I have a point.
When I lived in Colorado, I used to frequent this creole breakfast cafe called Lucille’s. It was a cute little place that reminded me of my family back in New Orleans. And honestly, I just love breakfast. I’d eat breakfast three times a day if I could.
This place was legendary throughout the state for their amazing oversized biscuits - crispy on the outside, soft in the center, made from scratch. And always served warm with homemade jam. I came in again and again for those biscuits. Lots of people did. Those biscuits were memorable.
Lucille’s had many other tasty offerings on their menu - they’re a full service restaurant. But the biscuits were really their “thing.”
One of the best ways to stand out in a crowded marketplace is to have a really iconic “thing” you’re known for.
A specific something that you do really, really well.
Something that stands out.
Something around which you can build branding and buzz.
Here’s an example from the consulting world:
David C. Baker’s “thing” is his Total Business Reset. A comprehensive, objective assessment he refers to as his “flagship service.” His website’s overview of the Total Business Reset is truly a master class in how to position and illuminate a productized offering. The page is approachable and scannable, but also provides every single detail a prospect may want to know before booking a chat - including timeline, logistics and pricing.
Clients go to David and his team at Punctuation for many different types of consulting services, but the Total Business Reset stands apart - and it’s often the first service booked by new clients. It’s well-defined, actionable, and memorable. Undeniably a big part of how he built his brand and made his fortune.
I’m of the opinion that every consultant should have a thing.
A well-branded signature service or flagship offering to dangle like a carrot to draw in prospective customers. It doesn’t need to be all you do, but it should be spotlighted in most of your public-facing messaging. The thing you hang your hat on, and talk about more than anything else.
Your thing should be closely tied to your core specialty or primary talent - and it should provide a warm, approachable way for fresh prospects to begin to work with you. It should become the thing you’re best known and remembered for.
What’s your thing?
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