Tag Archives: business

Professional Development , Leave a comment

Manners Maven

by

A couple of years ago,  I had coffee with a very successful risk management Freelance consultant.  As we chatted about business,  he related an interesting story about a client who hired him earlier in the year.  The client told him that he had interviewed several candidates for the project and all were highly qualified. 

His team chose this particular gentleman because he had the best manners.  (I always knew he was a classy guy!) After considerable  experience in working with Freelancers,  the client and his team concluded that good manners matter and just about everything else can be learned on the job. 

I’m not  sure that many project leaders consider manners and etiquette as prime factors in the Freelancer hiring process,  but I am certain that poor business etiquette will have a deleterious effect on that decision.

Business schools and even medical schools have finally begun to address this previously overlooked soft skill.  Most of us have had enough of the me-first,  I’m entitled,  self-absorbed behaviors that have migrated from so-called reality TV shows and into daily life and work.  As antidote,  here are a few tactics that will incorporate some subtle niceties into your business communications and interactions:

1.  Dial your business phone and listen to your outgoing message.  Does it sound professional and welcoming?  Would you want to do business with the person who created that message?  If your OGM is less than pleasing,  re-record and smile as you speak.  Smiling forces us to slow our speech,  enunciate clearly and adopt a pleasant tone of voice. 

2.  When in a meeting,  devote your full attention to the proceedings.  Turn off your phone,  computer (unless you will use it to take meeting notes) and all other electronic distractions.

3.  After meeting with an associate who is helping you in some way,  send to that person a thank you email within 24-48 hours.  Especially if your meeting was with a client or prospect,  recount major points discussed and confirm any agreed-upon actions. 

4.  If a business meeting is held in a restaurant,  the person who initiates the meeting pays the check.  When meeting with a client or prospect,  offer to pay the check even if that individual requested the meeting.

5.  When meeting prospects and colleagues at a networking or similar event,  refrain from pushing your business card onto every person that you encounter.  Save the card exchange for those with whom you have a discussion that points to follow-up conversations.

6.  Treat assistants with respect.  If the assistant is someone you will speak with more than once,  ask his/her name,  remember the name and greet that individual by name  on subsequent visits to the office.  Be advised that the assistant may control access to the client.  If you are rude or dismissive,  word of such behavior will be passed along and it could cost you.  Besides,  assistants often have information that may help you to sell your services.  Be nice and make the assistant your ally.

7.  At Christmas,  send a card to all clients with whom you’ve worked over the last 3-4 years.  It’s good business to stay in touch.

8.  When an invoice is 45+ days old,  contact the accounts payable or finance department and confirm that the invoice was received.  Could it have been lost? Unless the invoice is 90+ days old,  avoid contacting the client about billing matters.

Thanks for reading,

Kim

Administrative , , , Leave a comment

The Living is Easy…

by

And so we are drifting through the summer doldrums.  As heat and humidity rise,  our focus and motivation fall.  Summer is the slowest period for Freelancers and most others,  with the exception of  landscapers, building contractors, wedding planners and those in the tourist industry.

For the majority,  summer means billable hours  that evaporate like the morning dew on roses.  But who can afford 10 weeks of idleness?  Savvy business owners know it is wise to make hay while the hot sun shines and use the summer months to position themselves to create business in the fourth quarter and beyond.  A business slowdown need not mean no business activity.  Summer is the perfect time to pick up the thread of what slipped off the radar screen earlier in the year.

You may start this productive cycle by reviewing your business model.  How efficient is your operation?  How much does it cost to make a sale?  Just how profitable is your business,  anyway? What processes could be streamlined?  What technology could make service delivery,  customer contact and/or administrative functions easier,  faster or less expensive?

By the way,  did you meet your sales projections for the first half of the year?  Might it be time to hire help,  so that productivity can increase,  customer service improved or administrative functions executed in a more timely fashion?

What emerging  priorities and concerns  are on the horizon that may excite or agitate your clients and how might that impact your business? You have the next few weeks to catch up on industry magazines,  websites,  white papers and blogs and find out what you need to know to stay competitive and understand  what may change in your marketing message or service options and delivery.

Summer is also a great time for professional development.  Look for certifications to pick up,  or courses and workshops to attend.  If you can budget it,  use this time to boost your skill set and  make yourself  appear more of an expert to clients and prospects.  Along the way,  you’ll meet a few people you should know.

Summer is a time of more flexible schedules and despite vacations,  it’s a good time to collar people and arrange those meetings that no one had time for between January and June.  So go back through your notes and remind yourself of whom you wanted to meet with and send out a few emails.  What intriguing and mutually beneficial proposal will you present?

Finally,  summer is an excellent time to do the prospecting that you’ve been putting off  for six months.  Ask colleagues for introductions and maybe do some selective cold calling.  Make it a point to make inroads on new business development.  I’ll bet that slippery someone whom you’ve been chasing since last year is more available in July and August.

By taking the initiative,  you will see that  summer is the best time to evaluate, investigate and create business opportunities that will give you a cushion of revenue that will get you through next year’s summer doldrums!

Thanks for reading,

Kim

Sales , , Leave a comment

For a Few Dollars More: Up-selling and Second Helpings

by

Business has been rather soft for the past several quarters,  thanks to the tanking you-know-what and alas,  the sales girls at Saks and Neiman’s have not seen me for a while. When cash was in hand,  I built up quite the wardrobe.   I shopped prodigiously and wisely and my outfits still look good (thank you Donna Karan!).

Now when I look for something to wear to a meeting or party,  I must shop in my closet.  Lately,  I’ve been thinking of ways to apply that practice to my business.  How can I wring more action out of what I already have in-house?

In terms of resources expended and conversion rates,  maximizing business opportunities within one’s client roster is easier and more cost-effective.  I pretty much know what my clients want from me.  Still,  I wonder if there are ways to up-sell or entice with additional services? I wonder if I might have opportunities within other departments in an organization?

To figure it out,  I did some low cost market research.  As usual,  the best way to learn what clients need is to directly ask them.  Inviting  a  client to lunch or coffee,  away from workplace distractions,  sets the stage for a productive  exchange of information.

A good conversation opener is to inquire about new initiatives and/or challenges  in the client’s organization.  Ask next what you might adjust re: delivery of services,  service offerings and business practices that will make things easier for your client.  From there,  review the full list of your services.  Clients often will not remember all that you do.  This information alone may inspire your client to envision new roles for you,  perhaps even in those coveted other departments in the organization.

Guide the conversation to become  a  brainstorming session that will reveal where,  when and by whom value-added up-sells would be appreciated.  Arrange introductions to decision makers and obtain important endorsements of your work.  Learn the names and titles of gatekeepers and key influencers.

Client needs fall into two buckets:  anticipated and unanticipated.  The former needs are what you and your client will discuss over lunch.  You may be able to propose how your services can address some of these needs.  They are organizational goals and objectives and have a budget and timetable attached.

The latter needs require good  luck and timing on your part.  Maintaining communication will improve your odds of hitting the jackpot.  These client needs are ad hoc and often spring up suddenly.  They may constitute  a headache,  if not an emergency,  and they sometimes must be quickly addressed.

Position yourself to be at top-of-mind and viewed as the go-to problem solver by:

1). Meeting or exceeding client expectations every time.

2). Creating follow-up opportunities that are not perceived as either desperate or  annoying.

Some Freelancers like to keep a calendar,  so that they will remember to contact clients at regularly scheduled intervals,  sometimes with a newsletter.  The receipt of relevant information is usually welcome,  but my advice is to tread lightly.  Many vendors may be competing for your client’s attention in various ways and saturation point will eventually be reached.  Respect boundaries at all times.

My standard approach is to announce a new workshop to clients,  whether or not I expect them to buy.  Someone could surprise me! Client needs evolve in response to changes in the business environment,  as do yours and mine.  What was brushed off last year may be important now.

Sending news of a workshop is a  “safe” way to contact clients.  It violates no boundaries;  it demonstrates my expertise;  and it will get my name into their prefrontal cortex,  so that if an unanticipated need arises or unexpected money is dropped into their budget,  I”ll be more likely to receive an email.

A clever and indirect method of client contact is to make a referral.  You will receive  significant validation when that third party contacts your client and lets them know that you made the recommendation.

Maintaining contact with clients post-assignment is an effective strategy to mine additional revenue from your client list.  For $20.00 or less,  you can  invite your client  to update you on anticipated needs and learn about  new organization  priorities,  concerns,  fresh business opportunities for you and the decision makers and influencers who control access,  plus get advice on how to improve your business practices and hone your competitive edge.  Additionally,  you will learn how to craft a sales pitch based on selling points that you will emphasize when promoting those same services to similar clients,  new or current.

To attract revenue from unanticipated client needs,  devise unobtrusive ways to maintain the contact by offering value to the client.  Announce  new services,  speaking engagements or classes;  send a newsletter if you dare;  make strategic referrals;  maybe send links to articles that you know will be of special interest.  Make it a point to extract more sweet water from the well.

Thanks for reading,

Kim

Marketing , Leave a comment

Keep Your Customers Close

by

Adopting customer-centric business practices is now  THE  survival mechanism of necessity for Freelancers,  as well as businesses large and small.  Particularly for service providers,  the battle to escape the dreaded label  “commodity”  is on.  No one can afford to be just another replaceable face in the crowd.  The “me, too”  era  is over.

In order to keep customers coming back for more,  Freelancers are compelled to demonstrate unique value to those with whom we do business.  It’s the best way to stay ahead of the competition and make your name come to mind when a project needs to be done or a referral made.

While providing top quality products and services that meet or exceed customer expectations is our number one mission,  another important mission is to take  a  look at our business practices from the sight lines of our customers—from the outside,  looking in.  Assess the experience that customers have when doing business with you.

To make that happen,  find out all that you can about what really brings them to your door,  or to the door of competitors.  What assumed but unspoken set of objectives and expectations do they have? What alternatives exist that might possibly allow them to achieve those objectives without you? How easy, or cumbersome,  is it to do business with you?

Your website plays a role in this process,  especially if yours is an online business,  or customers typically search the web for your category of business.  List with GoogleMaps and Yahoo Local to help customers and prospects find you.  SEO friendly algorithms and key words will also give your website presence  a boost.

Furthermore,  your website should promote and reflect your brand very well.  Display core products and services prominently,  along with information that will answer frequently asked questions and get customers on the road to doing business with you.

If anything on your site is time sensitive,  e.g. your list of speaking engagements,  keep that updated.  Present  a website that is easy to read,  conveys relevant information in clear and simple language,  is not overly text heavy,  contains an appealing  “call to action”  and is easy to navigate.

Wherever appropriate,  leverage social media tools to provide additional communication channels for your customers.  2.0 is not only for communicating your brand and  message,  but also for letting people holler back.  Another method to get the heads up on customer priorities is through the online service,  Survey Monkey.  A brief  survey that contains well designed questions will elicit useful information and may shatter a few illusions.

A thriving business is built on the customer:  retention,  satisfaction and growth.  The products and services  we sell,  the way these are delivered and the prices  we charge are all based on what our customers need and accept.  To keep the cash flowing,  stay current with customer priorities and learn their thoughts about what your business does well,  what your competitors do poorly,  what you could offer that will make their lives easier  and what they are willing to pay to have it all.  If you can solve those mysteries  Freelancer friend, you will have yourself a nice little business!

Thanks for reading.  To those who are keeping score,  Freelance:  The Consultant’s Diary reached the one year milestone on June 16, 2010.

Kim

Administrative , , , Leave a comment

When to Hire a Bookkeeper

by

Occasionally,  I am asked to refer a bookkeeper.  The one time I was able to make such a referral,  the whole thing blew up in my face.  I introduced a former  student in the business plan course that I sometimes teach to a restaurant owner friend.  Unfortunately,  Ms. bookkeeper  flaked out and never came through.  The restaurant owner and I are still pals, thank goodness.  The bookkeeper’s contact info has been deleted from my files.

A couple of months ago,  a member of one of the CEO forums that I lead hired a bookkeeper whom I’ve known for 20 years (the referral was not mine).  Because my colleague is a smart cookie,  she decided to review the financial statements that were generated by her new bookkeeper.  Right away,  there was a problem.  A significant data entry error was made— yet somehow the bookkeeper managed to make the numbers balance.  Fortunately,  my colleague  was able to recognize the problem and call  it to the bookkeeper’s attention.

The interesting thing is,  her now former bookkeeper is highly regarded by many.  She has a sub-specialty in forensic  bookkeeping and regularly testifies in court proceedings.  So I guess that’s where she learned all the tricks! My colleague was mortified.  Thank God that was not my referral.

I deduce from these incidents that a  reliable bookkeeper may be difficult to find.  A sharp and trustworthy bookkeeper is a hugely valuable  asset for your business.  They can spot and resolve  money drains  and alert you to money saving practices  that you never knew existed.  A good bookkeeper is worth their weight in gold.

Like many Freelancers,  I keep my own books.  I  invoice,  make  deposits,  pay bills,  record transactions in Excel,  receive the 1099s and pay the taxes.  June 15 is fast approaching, quarterly tax time folks!  I manage to stay on top of things.

Nevertheless,  at some point it may become too expensive to perform certain administrative tasks.  Working and looking for work are the primary focus of the self-employed.  Our time and energy are best applied to making sales calls,  networking,  prospecting,  staying visible and generating income through our projects.  When administrative tasks encroach upon the time available to make money,  it then becomes  cost  effective to outsource those functions.

It is the responsibility of every business owner to develop a basic understanding of the  financial statements.  Our ability to make sound business decisions depends upon it.  A good bookkeeper (and accountant) will further analyze the data and provide more sophisticated advice for you.

Because they possess intimate knowledge of your financial history and flow of business capital,  bookkeepers know where you are most vulnerable and know  where the bodies are buried.  A dishonest or sloppy bookkeeper can really hurt you.  The best way to protect yourself  is to know what’s  going on,  so that like my colleague,  you can read  financial  statements and periodically review your bookkeeper’s  work.  You’ll  have a fairly good idea of what the numbers  should  look  like and know what questions to ask  if  things don’t quite add up.

To get started on the path to understanding financial docs,  I recommend  that  you  first examine the Pro Forma Cash Flow statement.  It’s like  a  household budget and is easy to read.  Pro Forma Cash Flow gives  reasonable  estimates of expected business income and expenses  for  a given month.  Go next to the Cash Flow Statement,  which might be generated either monthly or quarterly.  This document shows what was actually spent on business expenses and how much money was actually paid to you.

From those statements,  move on  to the Profit and Loss.  It’s  not much different from the Cash Flow Statement.  Notice that several categories on the P & L are also found on the  Schedule C tax form,  Profit or Loss  From a Business.  Lastly,  take a look at the Balance Sheet and notice it’s resemblance to a bank statement.  The Balance Sheet records your net worth at a given time,  the tally of business assets and liabilities,  and is usually generated quarterly.

Next week,  learn what you can do to make sure that the bookkeeper you hire is both a top drawer professional and appropriate for your business needs.

Have a good week,

Kim

Marketing , , Leave a comment

Most of All, It’s Who Knows You

by

Networking and other business promotional activities,  whether self-generated when you for example speak to the local Rotary Club,  or engineered by a PR specialist  who gets  you a quote in the New York Times,  serve to make you known to those who might use your services.  The next step in the continuum is to create conditions that encourage prospects to become clients.

Effective PR and self-promotion showcase you as an expert.  Mine the benefit by reinforcing  your position as a source of valuable and timely information.  Rather than just making the rounds at networking events as a way to cash in on your notoriety,  accumulating piles of business cards from random “contacts” as you go,  focus instead on developing meaningful relationships that have the potential to deliver billable hours.

Join a LinkedIn group and trade relevant information with peers who share a common  affiliation by starting discussions and/or commenting on others’ discussions.  Peruse the Answers Forum and weigh in on the sometimes compelling questions put forth by LinkedIn members from around the world.

Demonstrate that you are  a knowledgeable professional who is willing to dispense  information that could benefit others.  You may be invited to have an off-line discussion and that may lead you to a client.  It happened for me a couple of months ago.

When you step into the role of teacher/speaker, by all means meet and greet session attendees following the program.  Engage those whom you meet and aim to deepen interactions beyond the mere trading of business cards.

In order to reap the benefits that accrue from your PR / promotional strategy,  you must work for your network so that your network will work for you.  Ivan Misner, chairman of the networking organization BNI International,  recommends that while in conversation with a new contact,  ask what business challenges he/she is confronting right now.  This communicates genuine interest and guides your  follow-up with that individual,  with either an introduction or information.  It’s an excellent way to make people want to know you.

Help can be easy to give.  Forwarding the link to an article that addresses a subject  likely to be of interest  is a  savvy  way to demonstrate that others’  needs are important to you. The recipient is invariably flattered and will appreciate both the info and your thoughtfulness.  Selective,  individual forwarding of online resources  adds value and elevates networking to relationship building.  Post links to articles that address  subjects of interest to a wider audience onto  FaceBook and Twitter.

Seek to build a diverse network of relationships,  professional and personal.  Be available to connect with people in fields where you may not expect to find clients,  with people of different socio-economic or educational backgrounds and from various ethnic,  religious or racial backgrounds.

Not only do we not know where or under what circumstances we will meet our next client,  but a diverse network of relationships  exposes us to different ways of evaluating and tackling  our challenges and may also help us to discover unexpected opportunities. Reaching  out  and extending oneself  beyond the usual parameters is good for business.

Thanks for reading,
Kim

Marketing , Leave a comment

On The Cover Of The Rolling Stone

by

There’s no doubt about it—your business will benefit from well timed and placed media exposure in outlets that your clients trust and follow.  If you’ve come to the realization that you want fast,  effective action and you lack the time and the connections necessary to generate the kind of publicity that will raise your profile, then it’s time to hire a professional.

Buying advertising is usually a good move, but PR looks more objective and hence,  is more credible in the eyes of many.  But what should you expect from a PR firm? How do you make sure they do what you pay them to do?

Unfortunately,  many PR specialists are experts in taking client money and little else.  You must do your homework and interview 3-4 firms before signing a contract.  Contracts usually run for 6 months,  with a review at 3 months that will allow you to cancel if not satisfied.

Your objectives and budget

First,  consider what you would like to achieve in your PR campaign.  Are you launching a new product/service,  selling a book,  seeking lucrative or prestigious speaking engagements,  positioning to land important clients,  enhancing your page placement on search engines or communicating your brand?  Plan to spend from $500 – $2000 /month for an average  small business campaign.

Which firm for you?

You’ll have the choice of hiring a large firm,  small firm or Freelancer,  an industry specific firm or generalist.  Each option carries advantages and disadvantages.  I recommend that Freelancers and small business owners  avoid big PR firms because they are not designed for us.  Big firms cost more money and may not give appropriate attention to smaller clients.  Smaller firms and Freelancers are likely to be within your budget and more sensitive to your needs (in theory, at least).

Industry specific PR specialists  are known by the media players in that industry and are more likely to have calls returned and requests for clients  reviewed.  The downside is,  they may simultaneously work for your competitors. They may also run a one size fits all,  cookie cutter promotional campaign.

When interviewing PR agencies,  ask to  speak with the person who will work on your account.  That will not necessarily be the same person who shows up for the meeting.  Make sure that your agency contact will give your account the personal attention that you will pay for.

In the interview,  highlights of a strategy that was devised for a client similar to you in budget and needs should be presented.  Be very clear about your objectives and listen well,  take notes,  ask questions and get specific answers.  Do not be fooled by anyone who promises you x number of exposures per month or quarter.  That is the promise of a scam artist.

References and results

When an interview goes well,  ask to speak with 2-3 clients like yourself,  who are willing to discuss their experience with the firm.  What kind of media placements and exposure were achieved for clients with a similar  profile and objectives? How long was the campaign,  how long to achieve the desired results,  which agent managed the account, what  would they change about the process if done  again,  which additional services or quality controls might be written into the contract?

You will speak only with the firm’s most satisfied customers,  but the conversations will help you to form  expectations and learn what it’s like to work with a PR specialist.  You will also  confirm whether you should launch a campaign at this time.

Your story

Once you’ve signed on,  adequate time should be devoted to learning more about you and your business,  so that  story angles can be perfected and a strategy developed.  This is the REAL  reason to hire a PR specialist. Your story might focus on personal or business challenges you overcame,  your exceptional or innovative products /services/expertise, or your tenure and activity in a community that is meaningful to your clients.  You do not hire a PR specialist to merely blast press  releases all over the place.  You can  do that yourself.

A star is born

Events you might sponsor,  awards and special recognition for you to receive,  community and charity events you would be wise to attend,  television and radio appearances and articles in blogs, magazines and newspapers are all potentially part of  a promotional strategy that can be developed for you,  at a price.  Whatever it takes to position you well and generate  interest, confidence and excitement in you and your business should be done,  limited only by your budget.

ROI

Finally, you must understand how your PR firm demonstrates the work done for your account.  Make sure that you receive weekly or monthly activity reports.  Which organizations or media outlets were contacted,  for what purpose and what was the outcome? Compare the achievements of  your PR specialist  to your objectives  and make sure there is alignment.  You are paying for results and not excuses.

Thanks for reading,

Kim

Marketing , , , Leave a comment

Build Your Self-Promotion Strategy

by

I modestly propose several tactics that you might use to build a subtle,  yet effective, self-promotion strategy that will deliver not only name recognition and hits on your web site,  but also paying clients and enthusiastic referral sources.

Online Tactics

  • Set up a website that describes your services in language that clicks with your clients.  Demonstrate your understanding of what clients need when hiring for your category of services  by highlighting the solutions  you offer and problems that will be solved or avoided through your expertise.
  • Include website features at your discretion.  If a  ‘call to action’  that clients value can be devised, then use it.  If you are a public  speaker and can pinpoint what clients typically want to see and hear when a hiring decision about speaking or teaching is made,  then add a video of you meeting those expectations.  If you’ve written  ‘white papers’  that address topics known to be of interest to clients, then add them.  If you want to add your public appearances calendar to demonstrate that you are in demand by reputable organizations,  by all means add and keep it updated.
  • Establish a LinkedIn profile and use it as your adjunct web site.  Complete your profile and periodically add updates to showcase special achievements,  good business books you’ve read and professional events you will attend.   Join a group or two and stay up to date with what is happening in communities that impact or interest you,  whether alumni or professional.
  • Start thoughtful discussions in your groups and add comments to others’ discussions to build a reputation as a good resource. Visibility in your groups may lead to online relationships that can yield off line results like referrals or maybe even a client.
  • Set up a subgroup in Huddle Workspace for more specific  in-group discussions.   When it seems appropriate,  reply privately to a discussion and invite that person for coffee if the geography is convenient and it seems like a face to face could be mutually beneficial.

Off-line Tactics

  • Join or visit networking organizations affiliated with your profession, where you can meet industry peers and stay current with industry trends, challenges and business growth opportunities.  Join/visit additional organizations where you can meet prospective clients,  referral sources and perhaps find speaking opportunities to showcase your expertise.
  • Prepare a short narrative about a recent achievement:  an interesting project,  a marquee  client,  how you solved a vexing problem that stymied others,  how you brought something to the next level.  Write down your story and practice and perfect the language,  so you will have instant recall and be able to trot it out when necessary.
  • Do some public  speaking and establish yourself as an expert in your field.  There are numerous (alas, often unpaid) speaking opportunities at business associations, professional groups, colleges, adult learning centers and nonprofit organizations. Figure out a topic or two that you can authoritatively address and put yourself on a couple of calendars.  Referral sources/potential clients may be in the audience.
  • Volunteer for a cause that has meaning to you.  This can present a golden opportunity to meet movers and shakers,  potential clients/referral sources, demonstrate leadership and expand your skill set into areas that enhance you professionally.   You might chair a committee  or even propose a high profile event (I’m in the midst of both) and benefit not only the organization but also spice your CV.
  • Become a mentor to someone who will receive a much needed career boost when you share  your knowledge, insights and relationships.  Not only will you receive great satisfaction from guiding someone along the path of professional growth and success,  you will also gain an ally and will learn from the person you mentor.  You’ll benefit from the perspectives of another,  perhaps younger,  person who can broaden your sights and could also  reveal new business avenues for you.  Important benefits accrue to mentors,  including expansion of one’s professional network and renewal of  managerial and coaching skills.
  • Maintain your personal life.  Stay in touch:  send Christmas cards,  remember birthdays and congratulate friends’ accomplishments.  Go to your school reunions.  Go to the flower show or go hear your favorite blues singer.  Go away for the weekend or a week.  Learn to dance the samba or resurrect some long neglected talent like playing the xylophone.  Have things to talk about besides business!

Thanks for reading,
Kim

Marketing , , Leave a comment

The Subtle Art of Self-Promotion

by

There was a time,  not terribly long ago,

The Diarist

when one’s accomplishments pretty much spoke for themselves. If you performed well in your chosen profession and discreetly let a few of the right people know, you were often rewarded with the promotion you deserved or the clients you coveted.

The pay-off sometimes took longer than anticipated, but eventually many of us got there, or at least reasonably close. The adage about the rewards of hard work offered numerous confirming examples to back it up. But that was then, my Freelancer friend, and this is now.

Today, the sizzle is worth more than the steak and appearances count more than capability. Exposure is no longer something that you die of, but will die without. Everyone is out there putting on a show, from politicians to athletes, corporate leaders and entertainers, Supreme Court justices, organized crime figures and a platoon of self-created “celebrities” like Paris Hilton and her BFFs and frenemies.

Shameless and relentless self-promotion in the pursuit of visibility/attention/ branding and image enhancement is rampant and sadly, has become an expectation. Average citizens are not immune and have been dragged into the fray by MTV Real World, FaceBook and Twitter, enticed to divulge and disseminate personal information such as who one drank with on Thursday night.

The advent of first websites and then social media platforms have forced Freelancers and business owners to establish brands for our products that are as strong as those created for Proctor and Gamble soaps. The choice and management of promotional strategies can be exhausting and bewildering. Several of the typical options can also be a waste of time, because visibility and noise level do not necessarily yield billable hours.

“What, you don’t have a ‘call to action’ on your website?” “You really should write a blog. And a newsletter.” “I have 500 + LinkedIn connections!” “I have over 2000 names on my mailing list.” “Absolutely, you should be tweeting about your business and letting people know what you’re up to.” “I go to at least one networking event every day. It’s what I do.” Aaarrgghh!

I propose that it has become necessary for the savvy Freelancer to devise a self- promotion strategy that achieves the following:

1.) Showcases one’s expertise

2.) Resonates with clients and referral sources

3.) Delivers desirable tangible results

4.) Does not consume an inordinate amount of time

5.) Preserves one’s self-respect

Next week, I’ll suggest tactics that you may find useful to include in your self-promotion strategy.

Thanks for reading,
Kim

Technology / Office , Leave a comment

IT Update: What A Freelancer Needs Part I

by

I am not the techie type.  I don’t own an iPhone or BlackBerry and I may never own an iPad.  Cell phones with app attitude are not on my must-have list and they will not be,  unless my business changes and I find myself away from the office for long stretches and unable to respond to emails on time.

I’ve lived and worked on both sides of the technology divide.  I have typed on an IBM Selectric.  I remember mainframes and teletype (the first fax machines).  I am not a Luddite and I’ve never completely eschewed the many technological advances,  but neither am I enamored of them all.  I have never played a video game in my life and have no plans to do so.  I prefer the low tech life,  yet I spend lots of time online.

Around 1986,  my employer decided that its entire workforce would receive computer training.  Region by region,  department by department,  each employee in the white collar workforce and managerial level employees in our blue collar workforce,  spent 5 days from 8:00 AM to 5:00 PM in computer skills training classes.

It was a massive undertaking.  Businesses the world over had no choice but to provide such training for their employees in response to a paradigm shift that was as powerful as the transition from the farm economy to the industrial age.  Small businesses struggled to  not only finance  the significant cost of  purchasing computers for many of their staff,  but also the cost of training staff.  Freelancers eventually had to enroll in training classes that seemed to average around $300.00 +.  Typewriters were out and word processing was in.  DOS ruled the day.

I was happy to receive the training.  Computers were the wave of the future and I was grateful to develop a vital skill set on the corporate dime.  Scott,  my manager, was thrilled that I was a fast learner and did not rebel against the training.  The same could not be said for several of my co-workers.

I’ve been able to recognize which tech tools are essential for me and I have acquired them.  I was an early adopter of fax machines and have owned a phone / fax since at least 1995.  We rarely fax now, but they’re still good to have around.

I also had an electronic date book in 1995,  pre-Palm Pilot.  After the memory ran out in ’97,  I switched back to paper date books.  For some things paper and pencil are easier, cheaper and more reliable.  Paper and pencil never crash or freeze up.

Like every Freelancer,  I maintain a home office.  I write to you on an aging laptop that’s real short on memory.  I need to buy a new one very soon—come on, clients!  I dislike spending money on that kind of stuff.  I’d much rather buy designer belts and bags, or  art,  jewelry and vacations to the world’s great capitals.  If I must spend a thousand-plus bucks on something,  I’d rather it be on what I enjoy and not on electronics that may be nonoperational or outmoded in 5 years (or less).

But Bill Gates and Larry Ellison have us by the short hairs and they will not let go.  Cloud computing is here to stay until the Next Big Thing overtakes it.  Plus,  some of that techie stuff is quite useful—when it works right.

So what are the must-haves for the average Freelancer in the office and in the field? Next week,  I’ll present an overview of the basics that will keep you and your business up to code,  technologically speaking.

More later,
Kim