Marketing consulting services

In my view, many consulting firms web sites and marketing campaigns are weak and the reason I think for this is that unless you specialise in a niche market and have a niche proposition, it is very difficult to develop compelling value propositions for consulting services. This is because every client and every situation is unique and so consulting firms typically end up using one of two approaches to the market. The smaller firms marketing tends to be concentrated on positioning limited capabilities as evidenced by previous work ie. case studies. Smaller firms will typically then deliver a custom solution for every client. The the big firms tend to market a vast list of services and capabilities and then use a 'cookie' cutter approach to delivery. Given consulting is about leveraging the right skills, experience and trust relationships many firms still dont emphasise their people enough in their marketing.