Swagger Up: Transform Your Service Marketing from Vanilla to Vibrant

How to Make Leadership Marketing Work (Without Looking Like You’re Trying Too Hard)

Here’s the thing: Authenticity is the name of the game. You can’t fake expertise, but you can own your story, expertise, and unique value propositions.

So how do you lead the room?

1. Build an “I-Know-My-Stuff” Persona

Thought leadership is your golden ticket. Create content that shows you know the industry better than anyone else. Write about the challenges in your industry, speak at events, get published in key journals—whatever it takes. But remember, if your content reads like a tax return, no one will care. Bring the flavor—make it engaging, fun, or at least a little human.

2. Brand Like You’re Nike

Nike doesn’t just sell shoes; they sell dreams of athletic greatness. Your service company shouldn’t just offer solutions; you should be selling transformation. It’s about painting a picture of success that clients can visualize with your services leading the charge.

Make your brand a reflection of the impact you want to create. What’s the dream outcome for your clients, and how are you leading them there?

3. Show Don’t Tell

Your leadership in marketing shouldn’t just be talked about. Show it. Case studies, success stories, client testimonials—this is your arsenal. The more you show how your services are changing the game for your clients, the more you solidify your leadership position.

4. Be Bold, Be Brave, Be Everywhere

Leadership marketing doesn’t happen in one ad or one tweet. You need to be omnipresent. Take over social media, crush it at conferences, have clients rave about you on podcasts.

And do it all with a voice that’s unmistakably YOU. You don’t have to wear a suit if that’s not your thing. Whatever feels authentic, go for it. Clients resonate with boldness and transparency.

Why Services Companies NEED This

Okay, so maybe you’re thinking, “This sounds a little too flashy for my services company.” And to that I say: If you’re still thinking like that, you’re already behind.

In the world of services, where everything can feel like it blends into one boring, beige lump, standing out as a leader is crucial. Not only does leadership marketing differentiate you from the crowd, but it also supercharges your credibility and attractiveness to clients.

Think of it like this: No one brags about hiring “just another service provider.” But they WILL brag about working with a cutting-edge leader who’s shaking up the industry and delivering major results.