The Art of the Sale: How Marketing, Branding and Advertising Help Revenues

Today, I respectfully offer you a tutorial. Our inquiry will focus on the essence of doing business: selling. The purpose of starting a business is to generate sales, produce revenues and earn a profit.  If a business cannot generate a certain threshold of sales, business expenses cannot be paid and the owner’s investment will be negatively impacted. To curtail mounting debts, the business must close.

Over the past 10 years or so I’ve noticed, sometimes with amusement and other times with dismay,  that the word selling seems to make people feel uncomfortable.  I noticed that frequently, aspiring business owners and Freelance solopreneurs, who must find customers and earn money that is derived from the exchange of money for the products or services that their ventures would produce and provide, avoided the word sell. Instead, the word market was substituted.

Many self-employed professionals are uncomfortable with the process of selling, so they’ve decided to banish the very word. It’s as if selling is now perceived as crass or pushy. That is a shame.  The sales profession is one of the oldest on earth and honorable. Selling is one of the foundations of civilization and selling skills are among the most useful anyone can have; it is the ultimate transferable skill.  Selling makes the world go round, because we wouldn’t have much of a world without it. The ability to sell is far more valuable than the ability to code (yes, really!).

So we can agree that the success of a business is dependent upon sales?  Now, let’s go back to the process of marketing.  The American Marketing Association defines marketing as:

The activities and processes for creating, communicating and delivering information about products and services that have value for customers. Marketing is a set of processes that are interconnected and interdependent with other business functions aimed at achieving the interest of (prospective) customers.

Marketing consists of using information, in words or pictures, to promote products and services and persuade potential customers to make purchases.  Customers have an array of motives that drive their purchases.  Marketing campaigns are designed to appeal to the motives of selected customer groups (e.g., parents, young professionals, adolescent males) that research has shown are potential customers for the product or service in question.  The purpose of marketing is to communicate with and appeal to targeted customer groups and persuade them that (your) products and services will satisfy one or more of their needs or desires.

So we can agree that generating sales is dependent upon marketing campaign promotion that is directed at the most promising customers for your products and services? I hope we can also agree that marketing and sales, while on the same continuum, are not one and the same.  Let’s move forward on the path and consider branding.

Branding campaigns are designed to enhance and expand marketing messages by differentiating and distinguishing the reputation of products and services available in the marketplace.  Products, services and individuals can, through an effective branding campaign, acquire a powerful reputation, recognition and loyalty among customers, fans and the general public.  That reputation is known as the brand.

A company logo is usually associated with products that have acquired sufficient popularity and sales to be considered a brand. That logo is instantly recognized and conveys the essence of the brand to its loyal fans, as well as those who may not use the product.  The product name itself will come to symbolize a powerful brand, as does Coca-Cola.

Now let’s take your marketing and branding messages to the public and that brings us to the next stop along the marketing continuum, advertising.  There are more ways to advertise than ever before, thanks to the digital age,  but do not underestimate the value of traditional methods.  The century-old medium that is radio remains a highly effective advertising tool, as do billboards.  Taxi cabs and city buses (and bus stops) announce local events, such as the circus coming to town.  Newspapers and magazines continue to be packed with eye-catching ads.

Content marketing, which many call the new advertising, continues to grow in influence.  It’s approach is indirect and it is presented as relevant information.  Content marketing is stealth advertising that uses primarily written information conveyed in blogs and newsletters to provide information about topics that would be of interest to prospective users of the products or services sold by the company.  The purpose of content marketing is to build an audience of regular readers who trust the source (you) and would feel confident enough to do business with you.

Then there are the social media platforms that are now in the mix. Regardless of the name social media marketing, when used for business purposes it is advertising: the Instagram photos of your wedding venue, the video clip of you accepting an award at the Rotary Club, the webinar posted to your website and LinkedIn profile.

If your marketing strategy and campaigns have been effective and enabled the development of a trustworthy brand and memorable advertising campaigns, your business will attract paying customers. Your business venture will generate sales and you can declare yourself a winner.  Let’s sum up our tutorial:

MARKETING:  How you envision and describe your company. The verbal, voice and visual messages used to promote your products or services. The business owner identifies the market positioning strategy for the company, based on populations predicted to  become customers: mid-market, luxury, or bargain, hipsters, seniors, adventure travelers.  Product positioning impacts all marketing campaigns and messages, the branding strategy and advertising choices.

BRAND:  The company reputation, what it is known for. How others perceive your company.

ADVERTISING:  How and where you portray and describe your company to the public: in print or digital, visual or audio formats placed in Popular Mechanics, Harper’s Bazaar, subway stations, flyers tucked onto car windshields, or Twitter.  Advertising usually costs money.

SALE:  The ultimate goal and final step of the marketing process.  The exchange of money (or another valuable item or service) for the purchase of a product or service.

Thanks for reading,

Kim

Photograph of Cher by Richard Avedon (1986)                                                                 Courtesy of the Ogden Museum of Southern Art in New Orleans, LA

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Leverage Your Brand and Make Money

Hello Freelancer friend and thank you for coming back to continue our examination of how Freelancers who are just regular folks can leverage our know-how to generate a sufficient income in the 21st century knowledge economy.  For most, it is an uphill battle.

One very ambitious (and possibly overwhelming) monetization strategy is to write a business book that will either:

  1. tell your business creation story— how you overcame adversity and persevered until you prevailed, or breezed through every door and stumbled into lucrative assignments
  2.  function as a how-to guide that details how the reader can become a more proficient and successful public speaker, financial manager, business strategist, Freelance consultant, or the like

A business book is an evergreen PR tool and door opener.  Authors are often asked to give quotes to journalists and content producers, are more often invited to speak at business or professional association meetings, receive more adjunct teaching opportunities and are considered more qualified than non-authors by potential clients.

Podcasts are another promotional strategy, one that is more accessible than writing a book.  Ideally, podcasts will position a Freelancer to monetize his/her knowledge or skills and it’s not necessary to create a series that will attract thousands of listener downloads and a gaggle of advertisers.  For at least a handful of podcasters, several of their strategically selected guests have become clients.  However, in order to make that transition, one must be the host of the show and not merely a guest.

Yet, if one appears as a guest on enough podcast shows and moves up the food chain to appear on popular shows, it will be reasonable to apply that achievement to the pursuit of paid speaking engagements.  Preferably, speaker circuit bookers will find you, but it would nevertheless be worth your while to initiate contact.  You could possibly receive offers in the $250 – $750  per talk sector.  You won’t get rich, but you might create a modest revenue stream and enhance your ability to attract big-budget clients to your core business.  Along with your podcast appearances, become a panelist or moderator at conferences sponsored by neighborhood business associations, chambers of commerce, or professional associations, to hone your pubic speaking skills and enhance your presence and brand.

Finally, there is the growing popularity of creating and presenting online courses.  If you are an experienced teacher and comfortable in front of the video camera, you may want to brainstorm a course or two to create and present.  Essentially, this means you must identify a problem and then design a course to solve it.  Click the link and get information on how to  create your online course

In closing, I don’t see much of a solid business model in the new economy brand and knowledge monetization game, I’m sorry to say, and maybe that’s why so many Freelancers are struggling.  As I see it, a business model is similar to the template for a franchise.  The template is not as precise as a mathematic formula, but given similar business conditions and customer demographics,  one can produce the desired outcome.  In other words, if you buy a CVS or Dunkin’ Donuts franchise, you will make money if the store has the right location and management.  Unfortunately, our fortunes in the 21st century knowledge economy are not so predictable.

Dorie Clark (no relation), author of Entrepreneurial You (2017) and frequent contributor to the Harvard Business Review, advises Freelance consultants to follow these steps to monetize our knowledge and brand:

  1. Cultivate an inner circle.  From this group, one receives feedback and  encouragement.  If some in your circle are well-connected, they may provide important client referrals and open other doors for you as well.
  2. Build an audience.  This is how you launch your monetization strategy.  Announce the roll-out in your blog or newsletter, on your website and on social media and YouTube.  The goal is to become visible.
  3. Build your community.  As your audience grows, you must encourage them to talk to each other and connect around your concept. The community will initially be nurtured online, probably through Facebook and Twitter. Eventually, you will solidify your community support with ticketed face-to-face gatherings where you are the featured speaker.
  4. Build trust.  Your community has to trust and respect you.  Continue to create content that they find relevant and be careful in what and how often you attempt to sell to them.

Thanks for reading,

Kim

Image: Screenshot of Paul Masson Wines advertising campaign. Academy Award winning writer (Best Original Screenplay 1941, Citizen Kane), producer, director and actor Orson Welles was the Paul Masson Wines (of California) brand ambassador from 1978-1981.

How to Monetize Your Brand

In the internet age, there are numerous Freelancers who gain significant notoriety through social media platforms, mainly Instagram, Facebook, YouTube, Twitter or their blogs.  Their accounts have thousands of subscribers and followers.  Paid advertising deals have come to about all of them and provide a revenue stream.  However, advertising deals are not all equal and advertising rates received can be too low to substantively impact one’s financial status.  Often, the achievement of notoriety earns these Freelancers little money.

Among the primary differences in earning a living in the 20th and 21st centuries is that in the former, one made money by doing a particular activity, such as law, medicine, secretarial, writing, or being a musical entertainer.  In this century, there are proportionately far fewer traditionally employed full-time workers and many more of the self-employed.

A 2017 study by Intuit (maker of QuickBooks) reports that 34% of U.S. workers are self-employed, swelled by Lyft and Uber drivers who join the usual plumbers, electricians, website developers and event planners.  The path to money for Freelancers is to skillfully parlay the achievement of notoriety into a series of revenue streams that create a sustainable income.

For example, Freelance writers of magazine articles were formerly paid $1.00 per word or more and many publications would regularly hire writers to produce 500 – 1500 word articles. The writing life was good.  Even those who wrote for a mid-level daily newspaper and occasionally submitted a story to a middle-brow magazine could be financially comfortable.

Then the internet age arrived and turned the world on its head, in more ways than one.   Online ads may sometimes be clever but they are apparently perceived as less compelling than the full-page ads that once fattened your Sunday newspaper and as a result, online ads command a lower price.  Advertising revenue is tanking and has caused publishers to cut back on editors’ salaries and perks.  Compensation for writers at online magazines is a mere pittance.  In the literary world, advances to writers have become smaller and less frequent.  Book tours are for big-name authors only.  Publishers and editors-in-chief have much smaller budgets and the chauffeured town car to take them to the office is about to disappear.  The Vanity Fair and Rolling Stone editors-in-chief recently announced their retirements.

Musical entertainers of every level made money from record sales, singles and albums, plus touring.  But in the late 1990s that began to change when Napster brought about peer-to-peer sharing of music files. Today, music is downloaded and performers from Nicki Minaj, who is the face of MAC cosmetics, to Lady Gaga for Tiffany & Company, use their famous brands to generate millions of dollars for the corporation and themselves by appearing in ads.  Touring remains relevant but music sales, for decades the very reason for being for a musical entertainer, are greatly diminished.

In the 21st century, one must learn to generate a livable and sustainable income as a result of one’s writing, or other expertise.  This is an unprecedented shift in the way an economy works.  The big challenge for those of us who are self-employed and following the playbook as regards developing a strong online presence, teaching at the university level, speaking at business and professional associations will not appear in an auto advertisement any time soon monetize their comparatively modest brand and perhaps superior expertise?  For those who no longer find an open door to full-time, benefits paying employment, making a living only becomes more difficult as time goes on.

So what does one do? Suggestions on how to make money by building on your brand will be featured in next week’s post.

Thanks for reading,

Kim

Academy Award winning actress Joan Crawford (Best Actress 1945, Mildred Pierce), who was the Pepsi Cola brand ambassador, in Frankfurt, Germany (1963).  Photograph: Tony Evanoski/Stars and Stripes (publication that has served military personnel since 1936)

Rethinking Your Services

Like lovers, clients can be fickle. Both will tell you that they love you and everything about you and everything you do, that is until they don’t, and they leave you for someone else.  I take this to mean that in business as in love, one should never get too comfortable.  Continuing to do the same things in the same way can become very predictable and therefore boring.  You could eventually be considered to be outdated or out of touch.

Clients and lovers want to be understood.  They crave a partner who is aware of their shifting needs and priorities, without being told.  Talking to clients and lovers to find out how they feel about the relationship is a useful exercise, but the conversation will not always elicit the truth.  It could be that our perceived lapses and failings do not become apparent until a competitor comes along and persuades them that they can do better.

To sustain healthy and satisfying business and intimate relationships, we must hone our intuition and be prepared to never rest on our laurels.  Continually affirming one’s value is key, in both short and long-term scenarios.  I suspect that the 24 hour news cycle and 140 character messages have contributed to the brief attention spans, impatience and need for instant gratification that seem to have overtaken us.

In defense, I suggest that periodically, a brand refresh that includes an update in how services are described and packaged will do some good.  Think of Lady Gaga as you engineer a little shake-up every three years or so.  Staying abreast with what is happening in the industries in which your clients operate will be helpful, so that you can learn about the challenges and priorities that your clients see and you may be able to see opportunities for you new or expanded services.  If nothing else, you’ll can become fluent in the jargon and terms that your clients use to describe themselves and that will add to your credibility when you echo that in your content marketing and client meetings. When you speak their language they will know that you “get it” and that you can be trusted to deliver the outcomes they need.

As a caveat, I also suggest that you beware the temptation of giving your clients precisely what they say they want in every instance and in particular, avoid being swayed by a vocal minority.  Keep client preferences in mind (especially if a clear majority raises the same issues), but understand that clients (and lovers) are not always able to articulate what will make them happy enough to stay with you.

This may be apocryphal, but it’s been said that when the late founder of Ford Motor Company, the legendary inventor and entrepreneur Henry Ford, was asked if he spoke with potential customers to learn what improvements they wanted to see in the transportation field, replied, “If I had asked people what they wanted, they would have said ‘faster horses.’ ”

Hockey legend Wayne Gretzky advised that when playing, you have to skate to where the puck is going, not to where it’s been. CEOs from Warren Buffet to the late Steve Jobs have quoted that line because keeping that advice in mind is how one builds a successful company.  Where the puck is going will be impacted by recent innovations, the economic climate and even social and political developments.  Always, we must stay on top of developments because that is the only way that one who is in business can project what clients might want us to do for them, either next month or next year.

So what does a Freelance consultant do to find out what’s going on? The short answer is to keep your eyes and ears open and fully engage in your business and your life.  Read blogs, newsletters and business magazines. Occasionally listen to a webinar, attend a seminar and go to a business or professional association meeting. Talk to your clients and colleagues, friends and family.

There is a tidal wave of information to soak up, but it isn’t necessary to drink from the firehose and become overwhelmed.  Just be consistent.  Be open to how new information can benefit your clients and you can ask their opinions about some of what you’ve heard or read.  Invite your clients to interpret some things for you, since they are best positioned to do so.  You will then understand the  big picture and when you do, you’ll see where the puck is going to be.

Thanks for reading,

KIm

 

Price Your Way To Profits

Pricing your products and services is a critical element of a well-conceived marketing plan and appropriate pricing is integral to the development of a successful business venture.  The burgeoning field of behavioral economics reveals why certain pricing tactics work and how you can incorporate some of them into your pricing strategy.

Have an anchor baby

Your “anchor baby” can result in a positive outcome for sales and billable hours.  A cognitive bias called anchoring can cause us to perceive a lower-priced item as reasonable when it is viewed after we first see a higher-priced  version of a similar item. A $2000 item is perceived as a relative bargain after one has seen a similar version priced at $5000.  A prospect could be moved to envision him/herself purchasing that “bargain-priced” item.

Therefore, placing premium-priced products and services in proximity to the similar but lower-priced offerings that you hope to sell can potentially lead prospective clients to perceive the lower-priced items as providing real value, once they know that functionally similar items can be much more costly.

Zeros kill sales

In a previous post I discussed why, especially in retail sales, it is standard practice for merchants to list prices that end in .99 (or .98 and .95) and never .oo, because prices that end in zeros are often perceived by customers as being expensive, according to a study that appeared in the journal Quantitative Marketing and Economics in 2003  The Less Than Zero Pricing Tactic.  Yes, we really do think that $5.99 is cheaper than $6.00 and there’s still more downside to zeros— when pricing your services you should not only avoid listing, say, $3000.00, because you’re presenting too may off-putting digits, but you are also recommended to avoid listing your price on a proposal as $2995.00.  Prospective clients will feel better about your price when it’s expressed as $2995, according to the findings of a 2011 study conducted by the Society for Consumer Psychology.

Be a Lexus, more than a Toyota

A Vanderbilt University study demonstrated that customers are willing to pay more for a Budweiser beer in a fancy hotel bar than they would for that same Budweiser in a dive bar. Why? The economist Richard Thaler of the University of Chicago explains that the power of perceived prestige allows the luxury set to get away with charging higher prices. Freelance consultants (so much more classy and deserving than a mere Freelancer, no?) are advised to in various ways present cues that make the case for charging premium prices.

Let the value you bring be known to those who matter. Teaching at the college level and speaking at respected business associations showcases you as a thought leader and an authority.  Producing long-form content that appears in a respected print or online publication, monthly newsletters sent to your email marketing list, or weekly blog posts that draw your followers also adds to the perception of your expertise and as well brings your writing skills to the forefront. The design and content that appear on your website should present you and your entity in a way that communicates competence and good taste, as should your business card and client invoice template.

The organizations of which you are a member, the quality of your clothing, where you vacation, the books you read, how you socialize and the boards on which you serve (along with the related committee activity) also enhance your reputation and reflect on your brand.

How to raise your prices

Weber’s Law (1834) indicates that your clients will probably accept a 10% price increase of the products or services purchased from you and some may not even notice the change.  You already know that other factors can impact your ability to raise prices, including supply and demand, the urgency of the need for your product or service, the presence of competitors and the perception of the value of your brand.

Thanks for reading,

Kim

 

 

Upgrade To A Branded Elevator Pitch

Think about it.  Your elevator pitch and your personal brand are co-dependent.  The two share a mission-critical objective, to create a positive and memorable first impression of you and your enterprise when you meet personal and professional contacts.  The all-important self-introduction known as the elevator pitch is, while brief and simple, nevertheless your most important marketing tool, because it’s often how people first get to know you and your business.

From the opening line to the final sentence, your elevator pitch is Step 1 in  communicating your personal brand.  Its content must be clear and concise, and persuade people that you are worth knowing and doing business with.  Build the introduction to your brand by choosing two or three of your services or products to use as talking points; write them down and rehearse your pitch frequently.  Like a singer or musician, memorize the melody of the song that is your elevator pitch and improvise as needed.

Your delivery is as important as its content.  Polish your presentation by speaking in a pleasant and energetic tone of voice.  Exude a welcoming and friendly demeanor as you greet people with a smile, all the while standing up straight and maintaining eye contact, as you extend your right arm to initiate a comfortably firm hand shake and give your name.

Networking is a 365 days a year activity and your elevator pitch can easily be tailored to fit any context, whether you’re at a holiday party or a business association event.  Purely social events usually do not require mention of your business life, unless the topic comes up a little later, as you chat with your new acquaintances.

What matters most is that your pitch ensures that you are perceived as competent, credible and authentic.  When introducing your professional role, use easy-to-understand, jargon-free language as you succinctly describe two or three of the services you provide (What you do) that solve two or three problems that your clients encounter and must resolve (Why you do it).  Depending on who you’re meeting, you may choose to reveal the types of organizations that you work with (for Whom you do it) and the value (benefits and outcomes) that are achieved when clients work with you.

Jeff Bezos, founder and CEO of Amazon, famously said, “Your brand is what people say about you when you’re not in the room.” Take the time to develop an elevator pitch that creates a trust-building first impression for prospective clients, influencers and referral sources and serves as an effective first touchpoint for your personal brand.

Thanks for reading,

Kim

SWOT Your Brand

Freelance consultants and small business owners rise and fall on the marketplace perception of their brand, also known as one’s professional reputation.  As a result, the brand/reputation merits ongoing enhancement, promotion and monitoring as a component of a strategy designed to support new business acquisition and encourage repeat business—in essence, the strategy you implement to build and maintain a good client list.  The brand can be reviewed and evaluated in several ways, one of which is through the prism of the gold standard of strategic planning, the SWOT Analysis.

Every year, self-employed professionals will benefit from examining the viability of their brand, to become aware of what actions and behaviors enhance the brand and what might undermine that precious resource.  Using the Strengths, Weaknesses, Opportunities and Threats metrics will reveal this information.

Strengths: Professional expertise, competitive advantages, prestigious or lucrative clients, referral sources, valued business practices, strategic partnerships, educational or professional credentials, financial resources, influential relationships. This element is internal, within your control.

  • How can you leverage your resources to upgrade the types of clients you work with?
  • How can you persuade inactive clients to call you back for more project work and stimulate repeat business?
  • How can you obtain more billable hours?
  • How can you persuade clients to hire you for more complex and therefore more lucrative projects?

Weaknesses: Whatever undermines your brand, the opposite of your strengths, gaps in what or who you know, or deficiencies in the value that you bring to clients.  This element is internal, within your control.

  • Which of your gaps has the most negative impact on the business?
  • Which of your impactful detriments appear to be quickly, easily, or inexpensively remedied?
  • What can you do to shore up those handicaps and minimize your liabilities—are there business practices that you can modify, professional credentials you can earn, relationships you can successfully cultivate?

Opportunities: Conditions that favor the attainment of goals and objectives. This element is external and beyond your control, yet you may be able to position yourself to gain from the benefits created by its presence.  Good information about business conditions in your marketplace helps the Freelance consultant to objectively evaluate and envision the potential of short-term and long-term benefits and what must be done to earn the pay-off.

  • What new developments can you possibly take advantage of to bring money and prestige to your business?
  • Do you see financial reward in offering an additional service or product?
  • Is there a good client you should be able to successfully pursue and sign, or a lapsed client who, with some outreach, could be willing to reactivate?
  • Is there a developing niche market that you can pivot into, with some uncomplicated adjustments?

Threats: Conditions likely to damage the brand, or your ability to acquire clients and generate sufficient billable hours. This element is external and beyond your control, yet you may be able to position yourself to escape or minimize the catastrophe caused by its presence.  This category requires the immediate attention of you and your team, since it carries the potential to end, or seriously cripple, your brand and business.

Developing and implementing a strategy of protective action, for example a brand facelift or a pivot into more hospitable business turf, is absolutely necessary for survival, but inclined to be time-consuming and difficult to bring about.  Staying abreast of what is happening in the industries that you usually serve and the viability or priorities of your largest clients, will give you the resources of time and good information and prepare you to react and regroup.

  • Has a well-connected and aggressive competitor appeared on the scene, ready to eat your market share and client list by way of a better known brand, more influential relationships, a bigger marketing budget, or other game-changing competitive advantages? If that is the case, then do everything possible to offer superior customer service, assert your expertise, step up your networking, enhance your thought-leader credentials and nurture your client relationships (holiday cards really do matter).
  • Will some new technology soon render your services obsolete? If so, what skills do you possess, or what can you learn, that will allow you to successfully repackage your skills, reconfigure your brand and continue to appeal to clients who already like your work?
  • Has an important contact left his/her organization, leaving you at the mercy of the new  decision-maker, who has his/her own friends to hire? Or has there been a merger that resulted in the downgrading of the influence of your chief contact, who may lose the ability to green-light projects that you manage? If your client contact has moved on, absolutely take that person to lunch or coffee and do what you can to make the professional relationship portable.  If your contact has lost his/her influence, ask to meet the replacement, who may employ you at least for the next project if one comes up quickly (but may boot you out for all others, unfortunately).

Thanks for reading,

Kim

The Elements of Your Brand Story

A perennially engaging way to tell clients and prospects about you and your business venture is to spin a good story, ideally one that contains a compelling case study that spotlights your problem-solving ability, creativity and expertise. Everyone enjoys and remembers a good story; they usually feel connected in a positive way to people who tell them well. Expert storytellers have the ability to captivate an audience and gain their trust.

You may never become a TED Talk-worthy storyteller, but it’s still possible for you to devise a more than adequate brand narrative that effectively illustrates what you do; describes your typical clients; and gives an overview of the positive solutions that you create for clients. Your ability to tell the story will improve along the way.

Consider storytelling to be an element of your leadership development process; the most highly respected and popular leaders are excellent communicators and good stories are often included. Those leaders are persuasive. They are likable.  They generate trust and respect and there is great confidence in their abilities. As you brainstorm the elements of your brand story, try organizing your thoughts around the following:

  1. Who you are and what you do

Share a sliver of your personal details, to help your audience understand who you are and what matters to you. Don’t be afraid to break out of the expected corporate mode (while maintaining your comfort level boundaries). Segue into the services that you provide and/or products that you sell. Be succinct, clear and thought-provoking as you describe the needs or problems that you and your team address and resolve.

There may be no distinguishing factors to your work philosophy, but do mention your commitment to excellence and exceeding expectations. Inserting a paragraph about your volunteer work could be helpful. Whether your volunteer work is with those who are trying to improve their professional skills or in some aspect of the arts, that knowledge gives prospects and clients a good sense of your values and portrays you as a community-oriented, well-rounded professional.

2. Why / For whom you work

Name the usual customers that you work with: Fortune 1000 life sciences companies, small not-for-profit arts organizations, or whatever in between.

3. How you do it

Insert case study. The challenge is how to describe what you do without betraying client confidentiality, your proprietary secret sauce,  or overloading your audience with confusing details.  On which projects did you (and your team) deliver the goods that made a difference? Write it down, edit well, rehearse out loud and perfect the telling.

4. Outcomes / Proof of success

Potential clients must feel confident that you and your team will meet, if not exceed, their expectations.  Sharing an example  of a compelling client success story paints a picture of you in action and at your best.  Start with a description of the challenge or difficulty that these clients faced when they came to you.

Next, in simple and concise language (and preserving client confidentiality), explain selected highlights of what you did to achieve the desired results and why you chose that particular course of action. Conclude with an overview of the key benefits that the clients have received now that they’ve worked with you.

Tell case study stories that encourage prospective clients to identify with the challenges or problems that you resolved, so that they will be inclined to feel that hiring you is a smart move, one that will make them look good in the eyes of their superiors, colleagues and staff.

Thanks for reading,

Kim

 

So You Want To Write A Book?

I was talking with a friend a couple of weeks ago and learned that she is in the process of writing her fourth book. She’s not a great writer and she addresses only one topic but she self-publishes, which guarantees that her books will always be available as long as she has the money to bring them to the page and she even sells a few, mostly to people who know her and likewise have an interest in that topic. I laughed and said that I would never write a book. And yet…..

For business owners, business executives and of course Freelance consultants, writing a business book is good business. A business book is a the ultimate self-marketing tool and it conveys much respect. If you’re looking to wear the crown of credibility, write a book. If your book addresses its topic cogently and is reasonably well-written, you can dine out on the self-promotional benefits for the rest of your life.

Business authors recommend that you treat your book like a new venture launch. A business book has the potential to broaden your audience, raise your stature and notoriety, help to get you quoted as an expert in business-themed articles, get you invited to give interviews and host webinars and best of all, generate leads that bring in more business. You probably assume that writing a book is a tremendous and all-consuming process and I’m told that is correct. However, business owners and executives only need to write one book and their reputations will be set.

Be prepared to work enormously hard to research, outline and write your book. If you have money consider hiring a ghost writer, who will interview you and put your insights and anecdotes on paper. Be prepared to spend several thousand dollars to self-publish, because unless you have a national or very strong local reputation, no publishing house will sign you.

Finally, brace yourself for low sales and expect to buy dozens of copies of the book yourself. Give signed copies to good friends, family members and clients. Here are a few items that will help you evaluate the decision to become an author:

Subject Your biggest challenge may be choosing the subject. Content matters and one is advised to have something relevant to say to potential readers. Moreover, you are advised to choose a subject that you enjoy and will not mind speaking about ad nauseum, because you must promote the book and its topic and when you use the book as a way to get speaking engagements, the topic will be the center of your talk. There are two basic subject options:

  • A creation story, an inspirational memoir that tells how you either overcame adversity or bounced along on good fortune and quick wit and used your competitive advantages to launch and sustain a successful enterprise. The first is sincere and compelling, the second ought to be humorous and fun.
  • A how-to book shares your special expertise and shows readers how they can become better marketers, sales people, customer relations managers, public speakers, business financial managers, Freelance consultants — you get the idea.

Publish Expect to self-publish your book. Hire an experienced copy editor, so that you won’t embarrass yourself with grammatical or continuity errors. Most self-publishing houses will offer these services at an additional cost. Hire a graphic artist to design the cover and a professional photographer and make-up artist to ensure that you look wonderful on the (front, back or inside) cover.

Promote Even if you manage to persuade a traditional publisher to accept your book proposal, do not expect the company to promote your book. You must develop a proactive marketing plan that will get your book noticed and validated as worthwhile. Consider hiring a public relations specialist to help with book promotion, if you have the budget. Create a website and/or a Facebook page for your book as well as a podcast that features you speaking about the book (maybe in an interview format). You or your PR specialist will approach the local cable access station and inquire about you appearing on a program that includes segments about local business people; ditto for radio stations (think Sunday morning radio); and local newspapers and magazines to interview you about your business and the book.

It is not an easy task but if you decide to move forward with the concept, becoming an author will emerge as one of the most significant achievements of your life. The book will become your ultimate business card and will give readers an impressive introduction to you and the enterprise that you created and lead. Publishing a book is an event known to bring prestige and momentum to your business and brand.

Thanks for reading,

Kim

Six Steps To A Successful Marketing Campaign

Numerous times I’ve advised Freelance professionals to launch a marketing campaign to promote themselves and their services. How about we touch base regarding the core components of a successful marketing campaign?

I.   Identify your target audience

Step One, you must understand who you want your campaign to reach and influence and that would be those clients and prospects who are most inclined to use your product or service. It is possible that along the way others may become interested in what you have to offer and new or niche markets can be recruited, but target market groups must have the motive and money to use your category of product or service.

Step Two, decide the channels that you will use to reach current and prospective clients. Marketing campaigns are most effective when they broadcast the message through various media: print display ads, videos, testimonials on your website, or a case study. Social media can also be part of a well-designed marketing campaign, if you can engage current and prospective clients through those platforms. The members of your target audience could be reached more than once and that is a good thing.

There is also the indirect and ongoing marketing campaign that Freelancers are advised to conduct. Providers of B2B services especially should periodically attempt to line up an appearance on a webinar, a panel, or at a conference podium as a way to enhance the value of the intangible resources that you sell, that is, your expertise and judgment. Sponsorship of a local charity is also a good choice for some. Remember to send a press release to the local newspaper to try for yet another channel. A newspaper (or online) item is more believable than a print ad, because it is perceived as unbiased.

2.  Know the competition

As you create your marketing campaign message, keep direct competitors in mind. The marketing message should promote the expertise, experience, judgment and attributes that make you superior to others with whom clients and prospects might do business. Your message should be designed to overcome current or potential objections to you and persuade those with motive and money to choose you because hiring you will make them look good.

3.  Identify the key marketing message

What do you need to make known to current and potential clients that will help them to develop the trust and confidence needed to do business with you? Refer to your knowledge of the competition and also refer to client hot buttons and address those issues clearly and convincingly.

4.  Build the brand

In the marketing message and campaign, find ways to enhance your brand, that is, your reputation. Clients do business with those they know and like; they do even more business with those they trust and respect. Building up your image, or (tactfully) bragging about your already noteworthy image is a key element of your marketing message.

5.  Create a budget

Time and money are among our greatest resources. Once you have your version of the ideal marketing plan in draft form, calculate the financial cost and a roll-out timeline. Make sure that the campaign ROI makes sense for your venture. Tie your marketing efforts to expected sales, to the best of your ability and don’t squander your resources on fruitless strategies.

6. Track performance

I’m a little bit backward in that an important step in the campaign will be mentioned last. Establishing goals and objectives for your campaign are a must-do. This process will guide you in making decisions that shape what the campaign will consist of and furthermore, will help you understand what kind of influence you can wield through marketing. Decide what you want your marketing campaign to achieve and confirm the metrics that will measure and acknowledge its success or failure.

Thanks for reading,

Kim