Posted by xin xiu24 on 9. Aug 2016
en we first start out as a freelancer http://www.shopcanadaicehockey.com/Patrick-Roy-Jersey/ ,
there's a tendency to "aim low" on the theory that since we're just starting
out, we should start at the bottom, servicing small businesses, and eventually
work our way up to bigger businesses. Right?
Wrong. Small businesses very
often don't have the kind of money a smart and talented consultant deserves to
be paid. And very often, a small business doesn't have the knowledge and
resources to implement the consultant's solution properly, often leading to
And it's the results you need...it's the stories
about how you solved a problem, what kind of returns you brought, how you cut
or increased productivity...these are the things the mid-size and big companies
want to hear before hiring you.
So the first rule in consulting...whether
you're an IT pro, human resources expert, or copywriter like me...is to start
prospecting somewhat higher than the very small business. And yes, you should
also have the really big guys on your list, the global enterprises.
though your chances of landing the IBMs might be small now, you should have a
certain number of enterprise-level names on your list (within your niche),
because if they're not on your list now, they won't know you later when you're
ready for them http://www.shopcanadaicehockey.com/Patrice-Bergeron-Jersey/ ,
and they're ready for you.
So the first rule in freelancing to the
corporate decision-maker is to target high enough.
Now before we move on,
let me point out that there is one very important exception to this
...and that is that you CAN work successfully for small business
IF you offer a "full solution."
For instance, you'll have a hard time
surviving on small business accounts if you ONLY sell copywriting services.
However, if you handle ALL aspects of their marketing...the strategy, ad
buys, project management, creative, production...in other words http://www.shopcanadaicehockey.com/PK-Subban-Jersey/ ,
if you handle the whole ball of wax as their "one-person marketing agency," you
can make working for small business a VERY profitable niche.
into the realities of working for small business an upcoming article, but for
now, let's finish our focus on what it takes to land the big accounts.
if the first rule of landing big accounts is to aim high enough with regards to
size, then the second rule is to have a solid "value proposition." This is a
statement that does more than differentiate you...it also shows, in specific
terms, what your value is to the client.
Here's an example of a value
proposition taken from Jill Konrath's outstanding book, "Selling to Big
"After working with [me], one well-known retailer
saw a 54 percent increase in sales conversions and a 25 percent increase in
order size from their online sales. My clients typically see 40 percent to 150
percent improvements in key operating metrics such as profit margins, rates, and
A strong value proposition like this one, with numbers and
benefit statements, has a lot to do with getting you in with the high-quality,
It's the metrics that make the difference, and it's
been my experience as a copywriter that gaining strong metrics is easier when
you work with companies with sophisticated marketing departments.
what if you don't have any metrics you can use in your value
Simply use your Unique Selling Proposition (USP) for
being sure to state not only what sets you apart from your competition, but what
it means to the client. (Your benefit statement, what you mean to the client, is
the most important
part of your USP.)
So whatever work you do, and
whoever you do it for, one of your primary concerns is getting your hands on the
results of your work. I put it right into my fee agreement so the client can't
blow me off later when I come asking for results data and work
Here's what's worked well for me for years, and I encourage you
to add it to your own contractfee agreement:
"In order to promote my
business it is essential that I receive samples of my work as well as any
information on the performance of the work. Your sharing of samples, response
and any other measurement data is very important, and you understand that I may
use these samples in the promotion of my business. Thank you for your
Ok...so back to the question: "Who lands the big
The consultants who work for the high-quality, high-value
clients have a niche market and specialized experience andor talent in that
They may be individuals like my coaching students and me; they
may be groups of individuals, such as small consultancies. And they may be
mid-size companies or big corporations themselves (think Madison Avenue ad
And they all have their various value propositions. You can get
into the big time too IF you know a common problem that your niche market
struggles with (low marketing response rates for instance), AND you have the
answer to the problem right there in your value proposition:
double your response AND cut your costs."
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