Why Being 'Good at Your Job' Isn't Enough Anymore
I see it every week here in Brisbane. A highly skilled accountant in Milton or a top-tier lawyer in the CBD is struggling to find new business, while someone with half their experience is booked out months in advance.
It’s frustrating. You’ve done the hard yards, you have the degrees, and you deliver great results. But in the eyes of a potential client who doesn't know you, you look exactly like every other professional in your field. When customers can’t tell the difference between you and the person down the road, they make their decision based on one thing: price.
Building a personal brand isn't about being a 'celebrity' or posting selfies on Instagram. For a professional service provider, it’s about making sure that when a high-value client needs help, your name is the first one that comes to mind. It’s about moving away from being a 'service provider' and becoming an 'authority'.
The Data: Why People Buy from People
We’ve analysed the numbers across dozens of our clients in the professional services sector. The data is clear: businesses where the owner has a visible, trusted presence online see a significantly lower cost to get a new customer.
Why? Because trust is a shortcut.
If a business owner in Geebung is looking for a consultant, they have two choices: 1. A faceless firm with a stock photo of people shaking hands on their website. 2. A specific person they’ve seen sharing smart, helpful advice on LinkedIn or in local business groups.
Choice number two wins almost every time, and they usually don't even ask about the price. They just want the problem solved by the person they already trust. This is how you stop competing on price and start earning what you are actually worth.
Trend 1: The Death of the 'Corporate' Voice
For years, professional services were told to sound 'professional'. In reality, that usually meant sounding boring, robotic, and identical to everyone else.
In 2024 and beyond, the data shows that 'corporate speak' is actually driving customers away. People are craving authenticity. They want to know who they are dealing with.
The Prediction: Professionals who use plain English and share real-world opinions will dominate their local markets.
The Action: Stop using words like 'synergy', 'bespoke', and 'end-to-end solutions'. Talk to your audience like you’re having a coffee at a cafe in New Farm. If you’re a bookkeeper, don’t talk about 'compliance frameworks'; talk about how you help business owners sleep better because they know the ATO isn't going to come knocking. This is a key part of how bookkeepers win clients in a crowded market.
Trend 2: Video is No Longer Optional
I know, most professionals hate being on camera. I’ve heard every excuse: "I don't like my voice," "I don't have a studio," or "It feels like showing off."
Here’s the reality: A simple, one-minute video shot on your iPhone in your office will do more for your business than a $5,000 professionally written brochure. When a potential client sees you talk, they hear your tone, they see your body language, and they decide if they like you.
The Prediction: By 2025, the 'About Us' page on your website will be less important than a short video of you explaining how you solve your clients' problems.
The Cost: $0 if you use your phone. The Result: People feel like they know you before they even pick up the phone. This cuts down the 'sales' part of the first meeting by 70%.
Trend 3: Niche Authority Over General Expertise
If you try to be everything to everyone, you end up being nothing to no one.
We recently worked with a consultant who was trying to help 'all small businesses'. They were exhausted and making mediocre money. We helped them pivot to being the go-to person for Brisbane-based medical practices. Within six months, their enquiries doubled, and they were able to raise their rates by 30%.
When you specialise, your 'brand' becomes much stronger because you speak a specific language. You know the specific headaches a GP or a dentist has. This is the fastest way to get high-value referrals because people know exactly who to send your way.
How Long Until You See Results?
This is not a 'get rich quick' scheme. If someone tells you they can make you a 'thought leader' in 30 days, they are lying.
Months 1-3: You’ll feel awkward. You’ll wonder if anyone is listening. You won't see much change in your bank account. Months 4-6: You’ll start getting comments like, "I saw that video you posted," or "I’ve been following your updates." People are starting to notice.
- Months 6-12: This is where the magic happens. You’ll get phone calls from people who say, "I’ve been following you for a while, and I’m ready to start." You’ll stop chasing leads; they will start chasing you.
What’s a Waste of Money?
Don't fall for these traps: 1. Fancy Logos: No one cares about your logo as much as you do. A $5,000 branding package won't get you a single client if you aren't providing value. 2. Buying Followers: This is the quickest way to kill your reputation. 500 local business owners following you is worth more than 50,000 bots from overseas. 3. Over-Produced Videos: You don't need a film crew. In fact, highly polished videos often feel like commercials, which people naturally ignore. Keep it raw and real.
What Should You Do First?
If you want to start building a brand that actually makes you money, do these three things this week:
1. Fix your LinkedIn Profile: Get a professional headshot (not a cropped photo from a wedding) and change your headline from "Director at XYZ Firm" to "I help [Target Audience] achieve [Result]." 2. Write down the 10 questions you get asked most often: These are your first 10 pieces of content. Answer them simply and honestly. 3. Commit to one post a week: Consistency beats intensity every time. Don't try to post every day and burn out. Just do one good one every Tuesday morning.
The Bottom Line
In Brisbane’s competitive professional services market, your expertise is the entry fee, but your personal brand is what wins the game. It’s the difference between begging for work and having a waiting list.
If you’re tired of being the best-kept secret in your industry, it’s time to start being visible. It costs almost nothing but your time, and the return on investment is higher than any other marketing activity you can do.
At Local Marketing Group, we help Brisbane professionals stop blending in and start standing out. We don't care about 'likes'—we care about your phone ringing.
Ready to grow your professional practice? Contact us at lmgroup.au/contact and let’s talk about how to make you the go-to expert in your field.