Despite good intentions, many corporate employees are unable to develop a strong network of personal relationships, even if they expect to quit their job (or be terminated) in favor of freelancing and consulting. The reasons isn’t laziness–it’s because regular jobs are structured to prevent networking.
Cultivating a request for information into an actual paying assignment requires time and effort. Before you take the time to write up a full proposal—or even give a price for a specific assignment—make sure they are worth the work by qualifying the prospect.
When you get an inbound request from someone you sense is a bad prospect for your freelance or consulting services, answer quickly and move on to something else.
Three pieces of wisdom about freelance and consulting clients. First, people do business with people they like. However, people also do business with people they hate if necessary.
Bly recommends that we consistently do twice as much marketing as we require to stay busy. That way when the prospect says we are too expensive, we calmly state that the price is the number previously given. If the prospect wants us, he must claim our time quickly before the opening in our schedule is given to another project. And obviously, if the price is too high, he should work with someone else.
There is a God of Marketing, and He resides in heaven above us, right on top of the electronic-data-storage cloud. With the help of adMinistering angels, He runs the marketing universe under universal laws that never screw us up.
The brutal truth about stating your USP is that it must promise a financial return if the product or service costs a substantial amount. Profitable USP statements have a make-money component. If there is no hint of money coming in, the USP will fail.
I estimate I have roughly a million competitors in the world. If I worried about what each and every one of them is up to and how I stack up against them and what makes me special, I would be an exhausted mess.
The most difficult marketing decision is when to cease marketing efforts that have not worked to date. There is no easy answer, but here are some questions to consider.
There are two ways to approach analysis and planning for freelance and consulting clients. The first is to review every client you have had for the past several years. The second is to think about your ideal client and enumerate his characteristics.