If you run a service-based business, please read this email carefully. I think you’ll find it valuable.
Last Friday afternoon, I had an interesting call with a potential client.
This client is the marketing director for a major player in my industry (health). For the past two months, she’s been trying to bring me on board for a project. But I’m swamped and booked solid.
I’ve been transparent about my packed schedule. To which she replied, “Look, we’re willing to do whatever it takes to work with you. As you know, good writers are impossible to find these days.”
It’s nice to hear a potential client say something like that.
And negotiating a deal from that position (i.e. the client pursuing you) is far better than showing up in someone’s inbox, cap in hand, begging for work.
But here’s the kicker…
Two and a half years ago, I did just that! I literally cold emailed this client for work. Their response? Crickets.
|
|
|
|
So what changed?
How did I go from being ignored to being courted?
I believe it has to do with three big shifts I’ve made in my business over the past 2 to 3 years. These shifts are:
#1 Claim mental real estate. I’ve positioned myself as an email marketer who works exclusively with health and wellness clients.
That’s a very narrow niche. (Still, there’s more work in this niche than I could ever possibly handle.)
Being known as “the email guy who works with health clients” has helped me stand out in a sea of similar freelance writers.
It’s also generated a ton of referrals, which leads to point #2...
#2 Your network is our net worth. I first heard that expression during a conversation with Honoree Corder.
Ironically, she told me this on the day that my biggest (okay, only) client at the time let me go. My "business" collapsed over the course of a single phone call. (That was a FUN day!)
Since then, I’ve made it a point to expand my network. There’s not room in this email to go into how I’ve expanded my network.
But I can tell you that nothing has had a bigger impact on my business, income, and job satisfaction than connecting with cool people.
Case in point: the client I mentioned above heard about me from someone else I’ve worked with in the health industry.
#3 Don’t offer deliverables. Offer results. I’m an email marketer but, the truth is, my clients don’t want emails.
They want more engagement with their brand, more sales, etc.
On our call Friday, I didn’t talk about the emails I was going to write. Instead, I focused our conversation on how I could help solve the client’s biggest business problems with email.
What problem(s) is keeping your dream client awake at night? How do you solve that problem with the services you provide?
And crucially: how do you prove to the client that you’re the one to solve her problems? In other words, why should the client trust you?
There you have it. Three things that have transformed my business over the past 2 to 3 years.
I hope it’s helpful.
Now a few of questions for you:
Question one: Do you currently have a service-based writing business?
Question two: If so, are you working with clients?
Question three: Would you be interested in jumping on a call together to talk about ways to take your business to the next level?
This isn’t coaching, per se. I’m not going to charge for it.
But, I’d be giving you access to my most valuable resource -- my time -- so I’d expect you to fill out a questionnaire about your business before we talk.
And because I’m swamped, this offer would be limited to one person.
If you’re interested, reply to this email and let me know.
Stay hungry and keep hustling,
-Paul
|
|
|
