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8:51 pm
August 23, 2016


xinxiu24

Member

posts 324

When we first start out as a freelancer nike
kd 6 all star uk
 , 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 disappointing results. 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 costs, 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. Even 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) nike
kd 6 all star for sale
 , because if they're not on your list now,
they won't know you later when you're ready for them, 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 rule… …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, 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. We'll
go 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. So if the
first rule of landing big accounts is to aim high enough with regards to
size nike
kd 6 floral uk
 , 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 Companies," slightly modified… "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 cost savings." 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, high-paying clients. 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. And what if you don't have any metrics you can use in your value
proposition? Simply use your Unique Selling Proposition (USP) for now, being
sure to state not only what sets you apart from your competition, but what it
means to the client. (Your benefit statement nike
kd 6 floral for sale
 , 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 samples. 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 rates, 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 cooperation!" Ok…so back to the question: "Who lands the
big accounts?" The consultants who work for the high-quality, high-value clients
have a niche market and specialized experience andor talent in that market. 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 agency). 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

12:45 am
September 6, 2016


xiaojun

Member

posts 65

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