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Influence Peddling, the Path to Success

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The successful Freelance solopreneur is a highly respected,  usually well-liked,  professional.  He/she is regarded as uniquely qualified and able to consistently deliver results.  For these reasons,  the successful Freelancer is considered the go-to person by clients and colleagues.  The successful Freelancer has Influence  and that influence has been leveraged to build a lucrative client list.  If one aspires to become a successful Freelance solopreneur,  one must acquire Influence  and apply it skillfully.

Robert Cialdini, PhD,   Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University,  president of the consulting firm Influence at Work and author of Influence (2001),  is considered the leading social scientist in the field of influence.   Dr. Cialdini,  who himself possesses significant influence,  has identified six elements of persuasion that help ordinary citizens to become influential:

!.    Liking   If people like you,  either because they sense that you like them or because of things you have in common,  they’re inclined to say yes to you and help you to advance your goals.

II.   Reciprocity   People tend to return favors.  If you help people, they’ll help you  (sometimes!).  If you behave in a cooperative way,  they are likely to respond in kind.

III.   Social Proof    People will do what they see others doing, especially if those people seem similar to them.

IV.   Consistency   People like to be consistent, or appear to be so.

V.     Authority   People defer to experts and those in positions of authority.

VI.    Scarcity   People value what is rare and not perceived as a commodity.

I thought about the elements of persuasion that Dr. Cialdini shared and wondered which are most applicable to the needs of Freelancers? My feeling is that Authority,  Consistency,  Liking and Social Proof  are within our control to varying degrees and attainable.

Freelancers are hired guns and we must be perceived as experts.  Blogging,  writing a newsletter,  case studies on our website,  presenting webinars and working with prestige clients are some of the ways we demonstrate our Authority,  our expertise,  to colleagues and prospective clients.  Our reputation,  the brand,  must telegraph that we Consistently  resolve challenges,  overcome obstacles and produce desired outcomes for our clients every time.

People do business with those that they know and Like  and they do more business with those they Like  and trust and the successful Freelancer is well-liked.  Dr. Cialdini noted that we usually like people who we think like us,  people with whom we have something in common and people who help us by doing favors.  While remaining authentic and avoiding manipulative behavior,  the Freelance solopreneur can create conditions that will make people like him/her,  which is the essence of relationship and influence building.

On the most elementary level,  the Freelancer should be pleasant and respectful,  always ready to greet old friends and new with a smile and a handshake.  When in conversation,  listen and be interested in what others have to say,  another way of letting people know you like and value them.

Find commonalities with those whom you expect to meet  (or those whom you’d like to know better)  by turning to social media.  Read Facebook and LinkedIn profiles to find out where people went to school and what their interests are.  Without divulging the source of your information,  look for ways to casually drop these references into the conversation and take steps to strengthen the connection.

Should the opportunity arise,  do favors large and small for colleagues and clients,  always creating a sense that there exists a network of partners who are willing to help one another.  You will increase the likelihood of ROI and set the stage for Reciprocity  by characterizing your assistance as a two-way street.  Those known to be able to dispense valuable favors always attain Influence.

Finally,  clients are risk-averse.  No one wants to make a mistake and allow either superiors or subordinates to see them lose face.  They make decisions that favor the familiar,  the  “known quantity”,  because it is the safe choice.  The goal of Freelancers is to obtain that Social Proof,  the ultimate endorsement,  because it is the recipe for building a robust client list.  To become successful Freelancers,  we must persuade clients and colleagues that we are eligible and deserve the right to become the  “known quantity”  go-to expert because we have attained Influence  and they look smart when they hire or recommend us.

Thanks for reading,

Kim

Administrative, Marketing , , 1 Comment

The 21st Century Business Card

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I’ve become a lot more selective about who receives my business card.   I never hand over my card unsolicited,  unless I feel that follow-up with the intended receiver is a must and that the feeling appears to be mutual.   I’ve found that the traditionally employed are annoyingly promiscuous with business cards.   They hand them out at a furious pace,  mostly to folks they have no intention to interact with ever again.   Maybe it’s because they don’t pay for their cards?  Or maybe it’s because they are often not deal-makers or sales professionals,  so follow-up and relationship building are not tied to their success at work?

Over the years,  I’ve come to respect my business card.   I now realize that my business card is much more than a 2″ x 3 1/2″ piece of paper.   My card is my most ubiquitous marketing tool.  My card represents my brand when its recipient and I are no longer face to face.   My business card portrays me as a trustworthy and competent professional who will meet and exceed expectations through its text,  font style,  color scheme,   printing process and card stock.

The business card is a communication tool and is therefore part of your marketing plan.  See to it that its message aligns with all other marketing materials,  including the look of your website.  There is room for some creativity in its design,  so be authentic and allow your card to reflect your personality.

You may choose a vertical,  rather than the standard horizontal,  lay-out.  You may have a two-sided card,  or a 4″ x 7″ folded card,  both of which will allow you to include more information.  Real estate professionals have for several years included a photo of themselves on their card and you may choose that option as well.

Whatever style you choose,  take care not to overload your card with text.  Keep it simple and easy to read.  Include your name,  business name,  title,  telephone number,  email address and web address.   Providing your physical address is in many instances no longer necessary.   If you have a company logo,  absolutely include it and if there is space,  you may include social media contact info.

I was excited to learn that my little card can now become a 21st century interactive mobile marketing tool and include a Quick Response  (QR)  code.  Card recipients can scan the QR code with an Android,  iPhone or other camera-enabled smart phones  and be taken to my website,  LinkedIn profile,  or a specially formatted landing page.

Be mindful that whatever data is linked to the QR code must be optimized for smart phones and enable a friction-less experience for the user.   Add value to the mobile marketing experience by creating a special landing page as a one-sheet that describes three or four of your primary services and offers a free 30 minute consultation to prospective clients.  It is possible to get a free QR code through sites like http://delivr.com and http://qrstuff.com and as far as I know,  they work.

There are numerous reasonably priced options available to produce good quality cards for you.   Business card templates are available through companies such as Vista Print.  I hired a Freelance graphic artist friend to design my card.   Sir Speedy did the printing and recommended just the right card stock  (Sir Speedy also has business card templates available).

Your business card is the on-the-ground embodiment of your marketing plan.  It reflects your personal brand and makes as much of an impression as the suits you wear and the brief case you carry.  Design a card that is appropriate for your business,  industry and personal style and communicate to prospects and colleagues that doing business with you is good business.

Thanks for reading,

Kim

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Social Media Strategy for Solopreneurs

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Participation in one or more social media platforms is now a given in both the professional and personal spheres.  Nearly every Freelance solopreneur has a presence on at least one social media platform,  even if participation is not active.  Social media have the potential to provide benefits to business owners,  the self-employed and the traditionally employed,  but in order to reap those benefits,  one needs to understand how social media can best function for you.

The first question to consider is,  who’s listening? Do those you want to reach participate in social media for their organization’s needs or just for their own career? That answer will determine which platform you choose.  The second question is,  what is your business?  The third question is,  will social media function for you as a sales tool,  a marketing tool,  or PR?

If you produce a product that potential customers want to see, e.g.,  landscaping,  photography or fancy cakes,  then Facebook Fan Page,  Google + Business and maybe Pinterest are your social media best bets.  These platforms give you a place to post photos of your lovely creations.  Musicians,  artists and dancers use these platforms to display performance photos and videos.  LinkedIn Professional Portfolio also allows photos,  slide shows  and videos to be posted to the profile.  However,  LinkedIn has a “corporate”  image and prospective customers will not automatically search that platform when checking you out.

Foursquare is ideal for a bricks and mortar business.  First,  the platform specializes in geolocation,  so you’ll ensure that potential customers will find your business and second,  you can initiate dialogue between your business and customers.  Your customers may have already entered your business and created a page for you.  Links to Facebook and Twitter are available.  To track your advertising reach and evaluate the platform’s ROI,  offer exclusive  Foursquare specials and product updates.

Regarding dialogue,  Twitter is the king of all social media when having conversations about your business or industry is the goal.  Tweet the announcement of the class you’ll teach,  the conference you’ll attend and your thoughts on the presentation you just heard at that conference.   Store owners tweet the arrival of new merchandise;  restaurant owners tweet the daily specials;  musicians tweet the dates of upcoming performances.

LinkedIn is the social media platform of choice for the traditionally employed and Freelancers who offer business services.  I think of LinkedIn as my adjunct website,  where I can announce professional victories,  post a Power Point presentation that gives an overview of my services on Slide Share and link this blog and supply updates of new posts to my connections.  LinkedIn Groups lets me interact with peers in my industry by reading and participating in discussion threads.  Recruiters looking to fill jobs troll this platform in search of qualified candidates to interview.

Finally,  define how social media can function for you,  based on the business you’re in and the way your customers use social media.  If prospective customers like the look of the landscapes you design or the sound of your jazz combo and feel comfortable judging the value you provide online,  then social media directly impacts the sales process and is for you a sales tool .

If potential customers use Twitter memes to discuss industry developments,  then marketing is your social media strategy.  Use the platform to establish your bona fides as an up-to-date,  in-the-know thought leader.  Promote your expertise and develop a following by sharing a steady stream of relevant information  (content)  that will benefit prospects.  Tell,  don’t sell.

Google + Business Hang Outs,  which allow you to conduct a video call with up to 10 customers who may be located anywhere in the world,  make it possible to have an online face-to-face meet-up or meeting,  depending on your agenda.  Marketing as expressed through customer engagement,  market research and customer service is the social media function.

Peer-to-peer PR is the function of LinkedIn.  Stay abreast with what colleagues are doing professionally and announce your achievements.  Make recommendations and endorsements for those with whom you’ve worked,  in either a paid or volunteer position and receive commendations in return.  Those looking to hire employees or Freelance consultants always peruse the LinkedIn profiles of candidates,  so keep your profile current and complete.

Thanks for reading,

Kim

Administrative , , 8 Comments

Health Insurance Options for Freelancers in 2014

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There are five months left in the year and it is time to start planning for a successful 2014.  One important element of the business strategy plan for self-employed professionals must be our health insurance.  In 2014,  our options and requirements will change and we must be apprised of those changes and prepare to either make the most of them or minimize impact,  depending on our circumstances.

The individual mandate of the 2010 Affordable Care Act will require Freelance consultants and other self-employed individuals to purchase health insurance as of January 1, 2014,  or pay a penalty of $95.00 or 1%  of income,  whichever is greater.  That penalty will increase to $695.00 or 2.5%  of income,  whichever is greater,   in 2016.  If the revenue your consultancy generates is between 138%  and 400%  of the poverty level,  you may be eligible for a subsidy that will  ( in theory)  make the health insurance premium more affordable for you.

The subsidy for health insurance premiums will be available on the Health Insurance Exchange  (HIX).  Eligibility for a HIX premium subsidy is expected to be on a sliding scale,  but exact income thresholds have not yet been revealed.  It is possible that a single individual who generates about $45,000 annually will be eligible to receive a HIX premium subsidy,  according to information published by the National Association for the Self-Employed  http://www.nase.org .  It is expected that the income upper limit for a four person household to qualify for the HIX subsidy will be about $94,000.00 in annual revenue.

HIX enrollment is scheduled to begin on October 1, 2013,  for coverage that will commence on January 1, 2014.   Federal,  state and private health insurance plan options will be available for purchase through an online marketplace ,  where one can compare product features and prices.  One’s income tax data will be part of the enrollment application,  so that any subsidies applicable to enrollees will automatically be deducted as a tax credit.  Eligibility for Medicaid,  Medicare,  veteran’s benefits or HIX subsidy will be automatically calculated.  Be mindful that income of the self-employed tends to fluctuate and eligibility will fluctuate along with annual revenue.  It will be possible to renew with your present insurer,  but why not shop around and find out what else is available at your price point?

Unfortunately,  health insurance costs are expected to rise 10% – 13% in 2014,  in response to additional coverage that all plans must provide,  in accordance with Affordable Care Act regulations.  You may recall that in my April 2, 2013 post ,  I noted that when the Freelancers Union surveyed its members,  it was revealed that 58%  earn less than $50,000.00 / year and 29% earn less than $25,000.00 /year.  The majority of the groups’ members are in the New York City area,  a location that pays higher wages than many areas of the country.

That means many Freelancers will not qualify for the subsidy,  but will be required by law to pay large monthly health insurance premiums that will strain the already scarce cash flow.  As a result,  some will be forced to forgo health insurance,  because it is much less expense to pay the penalty,  even when it increases in 2016.

The penalty for avoiding health insurance in 2016 will be $1250.00 for those who earn $50,000.00 / year and annual health insurance premiums even for a healthy single person will far exceed that amount.  It’s a risky gamble that no one wants to take,  but for many it will be the only alternative.  When funds are both limited and unpredictable,  uncomfortable decisions must be made.

The rising cost of living and diminishing opportunities to generate adequate cash flow make it imperative that Freelance consultants must be savvy and diligent about marketing,  networking,  obtaining referrals and creating a good business model.  Responsible financial management is also necessary,  but first one needs to have money available  to manage.  Slacking off will not be an option,  at least not for those who are single or the primary breadwinner of their household.

Thanks for reading,

Kim

Business Strategy, Marketing , , , Leave a comment

Case Study and Client Success Story

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It is cause for celebration when your Freelance consulting expertise helps a client to achieve important objectives.  In previous postings I’ve recommended that you add to your website,  LinkedIn or Google +  sites case studies,  which are client success stories,  to demonstrate how you work with clients and the excellent outcomes that are realized when you arrive on the scene.

Business strategy development,  facilitation of business strategy meetings and marketing campaign development  (that is sometimes the result of a business strategy meeting that I’ve facilitated)  are my consulting specialties.  Special event and conference planning,  along with event marketing PR,  is an important niche market.  Also,  I develop curriculum and present workshops in business plan writing,  sales skills training and networking skills training.   My client list consists of small and medium-sized for-profit and not-for-profit organizations and except for teaching,  I connect with clients through referrals and personal introductions.

"Cooling Water"

“Cooling Water”

In November 2011,  a friend introduced me to the artist.  She is mixed-media collage painter and occasionally,  she sculpts brightly colored decorative bowls.  Her work had been featured in a small local museum that is far from the tourist areas and in solo or group shows in modest art galleries.  Over the years,  the artist had received several opportunities to enhance her career,  but she was often unable to follow-up and many slipped through her fingers.  Members of the creative class tend to have little energy available for business strategy and marketing.

She sold a few original paintings and her prints and decorative bowls sold reasonably well,  as did the greeting cards that featured images of her paintings.  The artist had recently earned a career victory,  when she was named the coordinator for a community arts initiative that is based at her alma mater.  She asked to meet with me.

We discussed her primary goal,  identified potentially promising opportunities and made a list of objectives that would serve as milestones.  Solo and group shows at more prestigious galleries,  an exciting offer to illustrate a children’s book published by a small local house and the formal launch of the arts project of which is coordinator were the defining objectives.

A business strategy and marketing campaign that would guide her choice of projects to accept or pursue,  to advance the primary goal of upgrading her brand and attracting higher-end collectors,  was developed and implemented.  Integral to the campaign was a revised marketing message and PR communications strategy.

The ArtMobile encourages local children to be creative

The ArtMobile encourages children’s creativity

Good results came quickly and serendipitous fortune appeared.  The university agreed to sponsor a big launch party for the arts project.  Outreach to the local cable television network led to the artist’s appearance on a talk show.  Two gallery shows were scheduled and offers for two more came in,  when gallerists who had been acquainted with her work,  but had not been moved to offer her a show,  learned of her affiliation with the community arts project.

One of those galleries is located in Martha’s Vineyard,  in the town where the President and First Lady,  who are known to be art lovers,  vacation.  The artist’s paintings sold well in Summer 2012 and she was invited to show her work there again this summer.  We have our fingers crossed and hope that the Obamas visit the gallery.

To review and evaluate the book illustration contract,  I referred to the artist an acquaintance of mine who is an intellectual property attorney and he gave the thumbs-up.  Because the book is based on a historical figure,  the artist felt that period research would be essential to her creative process.

I contacted a local college that has a well-regarded library and information science master’s degree program.  Within two weeks,  I was able to speak with four potential candidates who both concentrate on that period and have an interest in art.  I sent them to the artist for interviews and she hired two: one to perform research for the book and the other to catalogue her archive of paintings.

On the evening of July 3,  the artist hosted a large opening reception and birthday party at a restaurant that is now displaying several of her prints.  I contacted a pastry chef and asked him to create a special cake for the occasion,  a cake that depicted one of the artist’s paintings in butter cream frosting.  He chose to portray  “Never Walk Alone”.  A local newspaper was contacted and the editor sent a photographer.  Guests were wowed by the cake.  It was beautiful to behold and delicious!

The artist and the pastry chef

The artist, the pastry chef and the cake

The crowning milestone achievement was reached on July 16, 2013,  when the artist was sworn in as a committee member of the Boston Arts Commission,  a 123-year-old agency that chooses the art that will be displayed on City of Boston property.  This prestigious honor is a 5 year appointment.  The artist was nominated for the appointment by the arts association in the neighborhood where she has lived since childhood.  She leads art walk tours that highlight the distinctive architecture,  cultural institutions and public art in her neighborhood.

Swearing-in at the Boston Arts Commission

Swearing-in at the Boston Arts Commission

Signing appointment documents

Signing her appointment documents

Thanks for reading,

Kim

Professional Development , , , Leave a comment

Escape From Power Point Purgatory

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Presentations are an excellent way to sell yourself and your product or service.  The late Steve Jobs of Apple Computer was famous for delivering presentations that  never failed to inform,  educate,  inspire and entertain his listeners.

Overwhelmingly,  presentations mean Power Point,  no matter the number of obituaries written on its behalf.  Power Point continues to dominate,  despite the presentation capabilities of the iPad tablet  (sorry, Steve).  The challenge is to avoid the tendency to use Power Point as a teleprompter and leverage its advantages.

The secret to working with Power Point is to keep things simple.  Venture capitalist and author Guy Kawasaki  (“The Art of the Start”, 2004)  says  “A Power Point presentation should have no more than 10 slides,  should last no longer than 20 minutes and should contain no font smaller than 30 points.”  Communications coach,  author and popular keynote speaker Carmine Gallo likewise advises that 20 minutes is the ideal maximum length of a presentation,  based on research by neuroscientists from the University of Kentucky,  who found that attention spans drop precipitously after that time.

Every presentation is a story,  a narrative that has a beginning,  middle and end.  When invited to present to a client,  frame the story that is your presentation as a challenge.   After you’ve told your listeners who you are and established your expertise,  begin your talk by describing that challenge.  Next,  highlight any major obstacles that might impede success and then explain the solution you will deliver to resolve the matter.  In conclusion,  give a concise summary to reinforce the key take-away points.   Ask for the business and take questions.

Regarding the design of your slides,  experts recommend that you keep those simple,  too.  Janet Bornemann,  who designs Power Point presentations for corporate clients and is the creative director at PowerPoint Studio in Acton, MA,  recommends that when making slides,  think 5 x 5:  five lines per slide and five words per line. “It is very important for the mind to be able to rest on an idea or thought,  so if it’s a constant flow of words,  people will grow tired”,  she observes.

Treat your slides and the presentation overall as an extension of your brand,  your image,  like any of your marketing collaterals.  There shall be no clip art and no jazzy slide transitions.  Your presentation convey that you are capable, trustworthy,  confident and professional.  Bornemann says,  “Be consistent with colors and fonts.  Focus on the message—everything has to have a reason.”

Jim Confalone,  founder and creative director of ProPoint Graphics cautions against the overuse of charts and graphs and advises that any art and charts you include must be integral to the story and move the narrative forward.   Some presentation experts feel that the first slide should show a startling fact about the challenge the client is facing,  some attention-grabbing adverse outcome that the client must overcome and that captures the reason for hiring you.

Do not bury your listeners with minute details.  They will probably remember only three or four key points.  Leave your audience of decision-makers with a sense of your expertise,  your ability to produce the deliverable; describe the primary benefits derived by the organization if your solution is chosen to resolve the challenge that is the project; and let them know that you give excellent customer service and will respond to their needs and fulfill or exceed expectations.

Finally,  muster the discipline to rehearse your presentation and then rehearse some more.   Jim Confalone says that the number of hours it takes to create the presentation equals the number of hours you’ll need to adequately rehearse.  In order  to shine,  you’ve got to know the thing cold.  One does not read from the slides, ever.  Know your material,  be enthusiastic and connect with your audience and exude confidence.  You might even enjoy yourself!

Thanks for reading,

Kim

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Sales , , 3 Comments

Transform No Into Yes

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Here is the scenario: Percolating in your brain is an idea for an interesting initiative that you are certain will work well in the organization of a good and steady client.  You figure that you may be able to sell them on it and create a paying project for yourself.  You speak with a couple of people and identify the decision-maker and key influencers.  You vet your idea through an influencer,  who supports it and gives you the green light to approach the primary decision-maker.  You make the appointment.

Over coffee,  you make your pitch.  The decision-maker is pleasant,   yet starts backing away from your concept,  even though you’ve verified its usefulness via your influencer.  How do you get to the heart of your client’s objections,  successfully overcome them,  save the sale and get paid?

The late,  great sales guru Zig Ziglar,  motivational speaker and author of several sales training books,  once said that every sale has five obstacles: no need,  no money,  no hurry,  no desire and no trust.  The Freelance consultant as salesperson’s  job is to uncover and overcome whatever mix of these objections and persuade the client that the proposal is worthwhile and will make the client look good to superiors and peers.

Realize that  “no” does not always mean  “no”.   Sometimes clients say no when there is limited time and energy available to evaluate what has been proposed.  The need may be relevant,  but other matters take precedence and your proposal is not perceived as urgent.  As a result,  the decision-maker is not inclined to address the issue in the near future and it is easier to decline.

Alternatively,  you may not deliver a sales pitch that inspires either desire or trust (confidence).  Homework may have been done to confirm the need and identify key players,  but it is still necessary to communicate a narrative that will convince the decision-maker to take that leap of faith and put him/herself on the line for your proposal.

Budget constriction is another frequent objection,  regardless of the state of the economy.  When conferring with your influencer,  it is always important to find out if  there is available budget to support your proposal and also gauge what will motivate your decision-maker to petition for funding.

When selling,  it is necessary to present the details that the client needs and wants to make the decision,  no more and no less.    It is important not to give too much information,  or you could confuse the client or open up a can of worms that will turn on you.  Neither can one be vague.  Give all relevant information and express it clearly and concisely.  Describe the benefits that you expect will be important to the client and paint a picture of what’s in it for him/her.

Steve Strauss,  business attorney and columnist for Entrepreneur Magazine and USA Today newspaper,  recommends that you  diplomatically let the client know that you know your proposal is a good one for the organization because you’ve taken the time to verify its usefulness.  Don’t immediately fold your tent if the client hesitates or declines.

Instead,  ask if there is any additional information you can provide,  or some other accommodation you can make to allow him/her to feel  comfortable with approving the deal.   Show the client that  you are prepared to confront and resolve questions and doubts.  You might save the sale and even if you don’t,  you may be able to position yourself to successfully get another proposal approved when timing and funding are on your side.

Thanks for reading,

Kim

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Plan Now to Make More Money

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At last,  Summer is officially here.  Bright sunshine and abundant flowers do wonders for my mood,  yet the season does my wallet no favors.  Clients wrap up projects by June 30 and teaching opportunities grow scarce.  When it comes to paying bills, well…..But rather than grind my teeth,  I’ve learned that it is far more productive to make use of the down time.  Two activities headline my Summer to-do list:

1.  Professional development:  Sign up for a course or webinar,  attend a symposium,  read a business book or two

2.  Position myself to make more money:  Examine my client list,  marketing strategies and pricing structure and figure out which of those factors needs tweaking.  Meet with a prospect I’ve had my eye on over the past few months.

If you’ve been trying to meet up with a certain prospect,  Summer is usually the time to try to get to him/her,  because so many of us are less busy at this time of year.  Do what you can to make contact with that person.  If you have identified this person as a good prospect but you haven’t met,  you may know or surmise where he/she goes for business networking.  Get on the list and get your body in the door.  If possible,  recruit someone who commands respect to make an introduction,  so you will have a good endorsement and look more trustworthy.  If you’ve already made contact,  ring up your prospect and schedule lunch or coffee.  People are often more relaxed in Summer,  so you’re likely to have your best opportunity to build a relationship that leads to doing business.

While you’re thinking about prospective clients,  revisit your marketing strategy and confirm that you are reaching those who have both motive and money to hire you.  The essence of your marketing strategy is to know how to portray yourself favorably to the clients on your wish list.  That sounds so obvious it’s ridiculous,  but many Freelancers do not know who has the greatest potential to become their best clients or how to make themselves known to those in that group.  According to the 2012 Freelance Industry Report,  only 28%  of Freelancers who spend less than 2 hours/week on marketing bill at $70.00 + per hour,  while 41%  of Freelancers who spend 20+ hours/week on marketing bill at $70.00 + per hour.

Considering that a 2010 survey by the Freelancers Union revealed that 29%  of Freelance consultants earned less than $25,000.00 a year and 58%  earned less than $50.000.00 a year,  one can assume that not many are billing at $70.00 + per hour and if they are,  they’re receiving rather few hours.  Therefore,  consistently spending even two hours/week on marketing can reap tangible benefits,  since it has been demonstrated to have a direct correlation to your billable hourly rate,  if not the number of hours one is able to bill out.  (I wonder who has 20 hours/week to spend on marketing? )

Furthermore the busier you become,  the less attractive it is to keep low-paying and/or difficult clients on your roster,  because you will be unable to afford to keep them there.  Scarce time will also make you feel confident enough to ask current clients for a price increase as well.  Make time to do more marketing by dropping any difficult or low-rent clients and use that space to perfect and execute your marketing strategy.

To give yourself some inspiration check out free webinars,  if you’re unable to afford a course or a conference.  Those of you with teaching or speaking experience might even be invited to become a presenter.  I presented the webinar  “A Business Plan for Your Nonprofit”  on April 24 through Nonprofit Webinars  http://nonprofitwebinars.com/past_webinars/a-business-plan-for-your-nonprofit  .  Marketing strategies will be different for every category of service,  but robust marketing must be on the calendar of every Freelancer if we expect to connect with clients who are willing to pay us what we are worth.

Thanks for reading.  Have a happy 4th of July holiday.

Kim

 

Survival Strategies , Leave a comment

Early Birds Rule the Worlds

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I am a morning person.  One of the ways that I generate the predictable cash flow that most Freelance consultants need as we wait for contracts to come in and invoices to be paid is teach fitness.  Five mornings a week,  I teach fitness and on three of those mornings I teach at 6:30 AM.  On the weekends I teach at 9:00 AM.

I despise getting out of bed at 5:00 AM when it is pitch black,  which unfortunately is the story of my life for about eight months of the year.  Yet I enjoy waking early to the bright dawns that the Summer Solstice brings.  At this time of year,  I have no need for the alarm clock.  Once I’ve taught my fitness class,  I am free to do my  “real”  work.  Pulling myself out of bed in early morning darkness is torture,  but getting an early start on the day is well worth the sacrifice.

Christoph Randler,  professor of biology at the University of Education in Heidelberg,  Germany says that people whose performance peaks in the morning are more proactive and more productive than those whose performance peaks in the evening.  As a result,  early risers typically excel in school and often do well in business.  “When it comes to business success,  morning people hold the important cards”,  says Professor Randler.

His research indicates that because morning people are more proactive,  they are more successful in their professionals lives.  Early risers are better at anticipating problems and devising solutions to minimize them.  The larks in Randler’s studies mostly agreed with the statements  “I feel in charge of making things happen”  and  “I spend time making long-range goals for myself”.  Morning types are more likely to take action and change a situation to their advantage.

Night owls who wake up when the sun has long since risen are not necessarily life’s losers,  however.  Some studies show that they’re smarter and more creative.  Still,  since ancient times,  early risers have been closely associated with higher productivity and success.  Aristotle said  “It is well to be up before daybreak,  for such habits contribute to health,  wealth and wisdom”.   I will add that we larks are a highly disciplined lot and as evidence I point not to myself,  who is paid to show up,  but to the fitness center members who take my 6:30 AM classes and also to those who arrive at 5:30 AM,  regardless of the weather.

Is it possible for an evening person to successfully become a morning person?  “Somewhat”,  says Professor Randler.  Much of the lark or owl tendency is genetic.  Before I began teaching fitness,  I was a fitness center member who for 15 years worked out in the evenings.  When a favorite instructor began teaching at 7:00 AM,  I decided to give it a try.  Lucky for me,  the change was made during the Spring schedule.  The days were getting longer and that eased my transition.  It would have been much more difficult to make the change if the days were getting shorter.

As I noted I’m a natural morning person,  but let me tell you that there is morning and then there is early  morning and the two are not interchangeable.  For those who claim that you “get used to it”  after a while,  I reply that for three months of the year,  when it is bright at 5:00 AM,  I prize the early morning.   But for most of the year,  waking up in darkness remains as difficult now as it was 12 years ago,  when I switched to early morning workouts.

But like the classic lark,  I am disciplined and I make long-range goals for myself.  The feeling I have when walking to the showers at 7:35 AM,  knowing that my moonlighting job  has been completed for that day,  is great.  The energy boost I get from the work-out puts me in the frame of mind to charge into the day and do business.  Together,  these  value-added benefits outweigh the unpleasantness of leaving my warm,  soft bed,  even on cold January mornings and give me the resolve to do it all over again the next day,  whatever the weather.

Thanks for reading,

Kim

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The Millennial Client

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The Millennial Generation has arrived and they are hotly pursued.  Millennials represent the future and everyone wants a piece of the 21 – 35 year-old market segment.  While prospecting,  you may have encountered a Millennial gatekeeper,  the boss’s young assistant.  Those in their early thirties will also be decision-makers,  so it’s time to make sure that your marketing message and sales strategy are appropriately tailored.

Millennials have been even more heavily chased by Corporate America than Baby Boomers.  They grew up in the age of product tie-ins to books and movies,  video games,  24 hour television,  music videos,  social media and cell phones.  They have been on the receiving end of 360 degree media bombardment for their entire lives.  As a result,  they excel at picking apart a marketing message.  They respond to what they feel is an authentic story about a product and they do not want a slick marketing message.

Michele Serro,  former associate partner at IDEO,  a design and innovation firm and founder of Doorsteps,  a New York City-based online tool for prospective homeowners that targets Millennials,  has done extensive research on this generation.  Serro found that for Millennials,  the marketing message is nearly inseparable from the product itself.

She found that to influence this cohort,  a holistic marketing approach is necessary and authenticity is essential.  “Millennials can sense when they’re being marketed to or told a story”,  Serro says,  “and they are extremely impatient with irrelevant information.”  A  “canned”  sales spiel will get you nowhere with Millennial decision-makers.  If they feel that your message is false,  you will be labeled as untrustworthy and that will be a deal breaker.

Your sales pitch should be the story of your product: a believable narrative that explains what your product does,  who your service is meant to benefit and how what you’re selling will help your Millennial decision-maker resolve or avoid a problem,  make the organization look good,  or service their organizations’ customers more effectively.

Because they’ve been forever immersed in social media,  Millennials are accustomed to interacting directly with the purveyors of the products and services that they use.  Facilitate that expectation of engagement:

1.  Make the text on your website read like a conversation and design your ads to reflect the content marketing style,  which is also conversational in tone.  Your message will be somewhat personal and casual.  It will allow your Millennial client to connect with,  understand and trust what you’re selling.

2.  Respect their intelligence and never dumb-down your message.  Millennials are ambitious,  as evidenced by their heroes Steve Jobs and Mark Zuckerberg.  Present your information in a fast-paced way that has some whimsy.  You can be sincere or you can be clever.

3.  Work with their short attention spans and spread your message via tweets,  a constantly updated interactive website,  regularly updated blog posts,  YouTube and podcasts and content marketing type ads.  Make all postings smart phone friendly.

4.  Give them the opportunity to engage with your brand.  Start a dialogue that facilitates a conversation and set the stage for product loyalty.  Ask questions they’ll want to answer.  Create meaningful content that focuses on building community.  Not everything should be a sales pitch.

Nancy Robinson,  Vice President at Iconoculture,  a Minneapolis consumer research and advisory firm,  says that Millennials can become your loyal clients. “They’re loyal,  but that loyalty has to be earned and renewed.  They expect customer service,  they expect the product to be good,  they expect the product to work.”

Thanks for reading,

Kim