Just like yesterday’s show which is What makes a great case study?, this show is all about the reader too.
Before jumping into today’s show, I want you to load up Twitter.
Type in @rezzz and then put in your website URL and hit enter.
I’ll tell you in a just minute why, but what else do you have to lose? It’s a free shout-out to your website right?
It was back in 2014 when the light clicked for me.
I was going through a re-branding effort. See up until then I had created my own logos, either a friend or myself would design my website, and I wrote all my own content based on what I had in my own head.
Sure I was doing just fine with my business then, but I felt as if I could do better. Not just in business, but as a personal brand.
See I was very technical, but what I was hearing from clients was that I was able to translate the geek speak, the techno mumbo jumbo into plain english.
I hung my hat on that for years because it was something that I learned how to do very early on in my career. In fact the trick was to to put myself into a position where I had to explain the tech to my Grandma.
And so when I started down the road of re-branding, which let’s be honest, it was a branding effort, my branding expert, Megan Gray said during her consultation session with me “This makes total sense, so why isn’t that done on your website?”
I paused, and didn’t have an answer for her.
Write about the benefits, not the features
See I had nothing but features all over my website. Things like “custom plugin development, security scans, monitoring, ecommerce strategy.”
While all these things had value, they didn’t speak to the potential client, they spoke about what I do.
Megan and I went through all the content on my website services page and rewrote all the things.
Turing things from “custom plugin development” into “Have an idea for your website? Let’s talk about that”
Turning things like “ecommerce strategy” into “Get 2 times more buyers through your checkout process with simple tweaks.”
Did Megan have some secret sauce or recipe to do this?
Not really, but what she was able to do with me during our session was to reframe my thinking to be “you” focused, rather than “I” focused.
Always keep your client in mind when talking about your services
Think about it when you shop, do you care how the TV was made or how the car maker used the latest and greatest technology?
No, you care if the TV has the best view angles because your couch will be sitting on an angle to the tv.
You care that that car gets great gas mileage because you are driving a lot and don’t want to spend every other day filling the tank.
Address your clients’ concerns, pique their interest, and speak to the benefits.
See that URL you tweeted a few minutes ago, what I’m going to do is reply back with a few “you” focused benefits based on your existing feature driven content.
I’m doing this to help reframe your mindset to spark the interest your potential clients have when reading your website because you’ve spoken directly to their end results.
Marketing for Freelancers
More episodes in this topic:
Social Media Marketing, is it worth it to do?
What social media platforms to spend time on?
How to get clients when I have no portfolio?
How to get the messaging right to attract customers?
Have advice for soliciting podcasters to be a guest?
Should I focus on SEO or Paid Ads to gain new clients?
Do you get any leads from your content? And what traffic acquisition methods have worked best?
When creating a new freelance service what’s the best way to send cold emails?
What is my second most successful lead generation tactic?
Why is an email list important for a freelancer?
What is the best way to attract larger clients?
How do you market your business to local clients other than attending networking meetings?
How do I pitch some big companies in my niche?
Imagine I was going to bring you $100k in revenue
How does a freelance web designer build a client profile when preparing their marketing plans?
How do you price your services on your site?
How important is branding?
What are some useful tools that you use?
What makes a great case study?
How do you turn the things I do into benefits?
How do you decide what to start blogging with if you’ve never blogged before?
How often should I write a blog post?
Should I put pricing on my website?
How to overcome objections people have about you?
What is the best lead generation strategy?
What is your cold outreach strategy?
How would you get into the corporate business as an independent professional?
What is the difference between warm and cold outreach?
How to answer objections and get clients to say “yes”?
How to grow with word-of-mouth marketing?
How to ask?
All my work has been word of mouth, how do I find work on my own?
How do you handle a good fit for you that doesn’t really fit for your marketing message?
What do you say when a lead comes to you from a bad experience with another freelancer?
What to say when a potential client says you are too expensive?
How do I find the time to create content for my business and what do I write about?
Is this going to get me clients fast?
What is the #1 business trend for 2019?
How to sell on Twitter?
How do you make it simple for a lead to sign?
Why did I move my business from Drip to ConvertKit
How do you sell strategy?
11 Lessons on How to Find Clients
Finding Clients Lesson #1: Targeted Referrals
Finding Clients Lesson #2: Zero Line Item
Finding Clients Lesson #3: The Client Sandwich
Finding Clients Lesson #4: The Sneak Peek
Finding Clients Lesson #5: Buy a cup of coffee
Finding Clients Lesson #6: Get Yourself On A Podcast
Finding Clients Lesson #7: Your Up Level Skills
Finding Clients Lesson #8: Brag about your clients
Finding Clients Lesson #9: Are you priced right?
Finding Clients Lesson #10: Who do you hang with?
Finding Clients Lesson #11: Group Coaching for Leads
Is Instagram a better vehicle for visibility? Sales?
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S03 Bonus - Tom McFarlin on Blogging, Balancing Work and Family, and Building a Business that Lasts
S09 E11 - Differentiation, Reputation, and Pivoting From the Top-Down with Peep Laja
S01 E11 - Kai Davis helping freelancers get more clients with outreach