Tired of the stop-start cycle in your marketing? You’re not alone. Many consultancy owners find themselves stuck in a loop—they start strong, but as client work picks up or results lag, marketing drops off. And when you’re busy or frustrated by slow results, marketing is usually the first thing to go.

The problem? Most marketing advice isn’t tailored for consultancies juggling client work. You might’ve heard to “lead with value” or “outmarket the competition,” but these well-meaning strategies can lead to burnout without a steady, manageable  approach. Instead, consider a throttle-based strategy—a sustainable way to start small, build momentum, and stay consistent without burning out.

Common marketing myths (and where they go wrong)

“Lead with value, and the results will follow”

Yes, value is essential. But without a strategy, you can end up creating content that goes unnoticed or unacted on—like a billboard in the desert. Value alone won’t encourage clients to act if there’s no clear path to realising that value.

“Hack the market leaders”

Mimicking top players might seem like a shortcut, but it’s like picking up a pro athlete’s workout plan and expecting to keep up. Market leaders have often built their “machines” over years with teams and resources you may not yet have. Attempting to match their pace almost guarantees burnout.

“Outmarket your competitors”

Trying to out-market other consultancies before you’ve built consistency and a solid foundation can lead to frustration. Focus on building your own strong foundation first. Outshining competitors comes naturally when you’ve got a rhythm that works for you.

A better way: Start small and build sustainable momentum

Let’s move away from the crash-and-burn cycle and focus on a results-first, throttle-based approach for long-term growth.

1. Start small and commit to consistency

Begin with modest, achievable goals and stick with them. Perhaps it’s one valuable blog post per month and two LinkedIn posts per week. The goal isn’t to go viral—it’s to establish a steady rhythm and generate a return on your time investment. Results come from showing up consistently in the right way, not from intense, short-lived bursts of activity.

2. Focus on immediate results to build confidence

This is what I call results-first marketing. Seeing small wins early on gives you the confidence to keep going. While many experts say marketing takes time, if you have a focused offer and a clear message, you should start seeing results in weeks, not months. If you’re not seeing those results, take it as a sign to adjust, not push harder.

3. Build toward consistency and momentum

Once you’re seeing regular results, focus on keeping them steady. Consistency compounds—each activity builds on the last, creating a lasting impression in your market. Start by creating one high-value lead magnet each quarter. From that, produce a weekly blog or newsletter and break it down into 3–5 social posts per week. Everything leads back to the lead magnet, reinforcing your core message and generating those all-important results.

4. Throttle up gradually

With consistency in place, you’re ready to increase momentum. Identify what’s working and build on it. For example, if LinkedIn posts generate leads, add an extra post per week or test a new format like video. It’s not about going “all in” overnight—it’s about small, manageable increases that build sustainably.

5. Maintain momentum with a controlled throttle

Think of each increase as a throttle adjustment. If you’re getting three leads per week, aim for five next quarter by adding one more post or expanding to a second channel. Each stage builds on the last, so by the time you’re handling multiple channels, it feels natural and manageable.

Putting the throttle strategy to work for your consultancy

Ready to move from stop-start marketing to a steady, sustainable flow? Start with a results-first approach, set achievable goals, and gradually increase your reach as consistency builds. Over time, you’ll shift from struggling to keep up to building a reliable pipeline that fuels growth.

Want to see this approach in action? Check out my Ready-To-Buy Playbook. It’s packed with actionable steps to get your consultancy attracting leads consistently—no burnout, just results.

👉 Get your free copy here!

P.s. If you found this post helpful, read about the 5 levels of consultancy marketing maturity.