So you see a bunch of visuals on LinkedIn.

And perhaps you yourself build branded graphics in Canva.

And polish up framework slides for proposals.

All while you run towards your favorite guru’s carousels and infographics.

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Seems like folks are getting the visual memo, but where do you focus?

What’s the ‘right’ type of visual to attract client conversations as a solo consultant?

Here’s where I like to remind consultants that not all visuals are created equal.

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Yes, they’re all meant as vehicles for a message.

But every visual is a tradeoff between speed and substance.

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On one end of the spectrum are Memes — clever humorous one-shots that elicit a short chuckle and maybe get shared, but most often forgotten as they’re scrolled past.

On the other end are Infographics — detailed visual representations that distill multi-layered topics into a more digestible form.

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For a consultant looking to deliver a unique perspective and applicable expertise?

Go somewhere in the middle.

More specifically: visual metaphors and frameworks.

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Visual metaphors are a bit more layered than a meme, and produce a sticky mental image to frame your client’s mind around the problem at hand.

But importantly, they’re designed to be instantly digested, and the more unexpected the better.

Frameworks, a consultant’s long-time best friend, are one-level even deeper. They’re a distillation of your expertise into a tool for on-the-fly application to your client’s context or problem.

Think:

• 2x2s
• 5-pillared assessments
• a comparison matrix
• a process diagram

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When I build a portfolio of ‘Intellectual Headshots’ with my clients, they’re intentionally comprised solely of visual metaphors and frameworks because that’s the approachable Goldilocks zone of attracting deep conversations with prospective clients without overwhelming them with detail.

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Now, each type of visual does have some function.

Your asset portfolio likely will run the gamut, and a meme here and there is all in good fun.

But if you’re looking at visuals you’ve created recently and wondering why they haven’t produced conversations, are you hanging out at the extremes?

💡

-Wes

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P.S. Want to build your Headshots together?

October slots for the one-on-one IP Builder Sprint are still open.

If you’re looking to build up your pipeline this Fall with one-of-a-kind visual marketing assets that telegraph how you see your clients’ world, details are here​

Or book a free call and I’ll give you a behind-the-scenes tour of the two-week process.