I have been saying this for years, and have woven the thought into various talks I have given, webinars I have created and posts I have written.
But I have never written a single post that focuses solely on the power of finding the right message for your freelance business.
So here goes. Here’s what I want you to do…
Stop trying to sell yourself.
And start selling a message that excites you.
Selling yourself is really, really hard. Emotionally it’s hard to stand up or get on the phone and sing your own praises. Most of us feel uncomfortable doing that. We do it very badly, if we do it at all.
Also, trying to sell yourself and your expertise is a terrible way to differentiate yourself from other freelancers.
For example, a freelance copywriter might say, “I specialize in B2B copywriting.”
Well, good luck with that. Thousands of other freelance copywriters say exactly the same thing.
Go to 20 random freelancers’ websites and I bet most of them say something along the lines of “This is who I am, here’s what I do, and I’d be really grateful if you would give me some work.”
That’s not a very powerful way to attract good clients.
The idea of selling your message instead of your product or brand is not exactly new. Big companies have understood the distinction for a very long time.
McDonalds doesn’t sell burgers, they sell happiness.
Red Bull doesn’t sell an energy drink, they sell excitement.
Denny’s doesn’t sell its food, it sells nostalgia.
It’s just as well, because McDonald’s burgers aren’t exactly top drawer. Red Bull tastes just plain weird. And Denny’s isn’t the first place you’d think of for gourmet food.
These companies understand that it’s their message that sells, not their products.
It’s not just companies that understand the power of a strong message.
A certain politician did rather well with the phrase, “Yes We Can”.
Obama didn’t sell the American public on his qualifications. He sold them a message.
It’s the same for freelancers.
Back in the late 1990s I was invited to give a one-hour talk at a web marketing conference. I had never spoken at a conference before. Never done a PPT presentation before. I didn’t have a business name, or a website, or a business card, or any clients. I had just started.
After I finished my talk I picked up my first three clients from that audience.
How did I do that? I did it by sharing a message I felt passionate about. I didn’t say a word about myself or my services. (Which was just as well.)
Here’s the message I shared:
“Writing for the web is different, and most of you guys are getting it wrong.”
That message resonated with a lot of people in the audience. Three of them agreed strongly enough to give me projects on the spot.
I have been doing the same thing ever since. I never try to sell myself, but always work hard to sell a compelling message.
There are a few things you need to understand about creating a powerful message.
1. Your message must be different
Back in the late 1990s I was pretty much the only person saying that writing for the web was different. As a result, there was something fresh and new about what I was saying to people.
You need to do the same. Whatever your industry niche or writing specialty, you need to find a message that isn’t mainstream. It has to be something that helps you stand out from the crowd.
2. Your message must resonate and touch on a problem that needs to be fixed.
Your message won’t work well for you if it doesn’t resonate with your prospective clients. They have to recognize what you’re saying as being true.
Your message also needs to touch on a problem they know needs addressing. If they can’t join the dots between what you’re saying and a problem they need solving, they they’ll have no reason to hire you.
3. Your message must be something you feel genuinely passionate about.
If you are bored by your message, or don’t really believe in it, or don’t feel excited by it, the whole thing will fall flat.
Conversely, if you are truly excited by your message, that enthusiasm will become infectious. People will really want to work with you if they feel you bring genuine enthusiasm to the project.
Here’s another example of a message I have been using…
As some of you may know, I’m a big coffee fan.
I have combined my interest in marketing and my love of coffee in a side business, where I help coffee companies market their products. You can see my site at ZeroDecaf.com.
My message on the home page is, “Because decaf marketing doesn’t work.”
In other words, marketing without any zip won’t do much to sell your coffees.
Yes, I can get really enthusiastic about that message. Yes, it addresses a real problem, because a lot of companies use a low energy, decaf approach to marketing their coffees. And they know it’s a problem. And no, other coffee marketing groups are not saying the same thing. So I get to differentiate myself.
Whatever I do in business, I’m all about the message.
So now it’s your turn.
What message are you going to create and promote?
Get it right and you’ll find it a whole lot easier to market your freelance business.
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