Class Workbook - Cloud Object Storage | Store & … · 2017-05-23 · Class Workbook Before We Start: ... • Forces clients to think ahead. ... • Contact each client personally

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Hidden Gold: 39 Proven (Yet Overlooked) Ideas for Landing Profitable Work Quickly

Class Workbook

Before We Start:

• Everyone is on mute. I'll open it up for Q&A at the end.

• The replay recording will be available by tomorrow morning.

• Technical trouble? Email [email protected].

• Please don't share this workbook or class with others.

To Get the Most Out of This Class:

• Print this workbook and use it to take notes.

• Don’t feel you have to try ALL these ideas.

• Try to walk away with just three or four ideas you can implement immediately. And maybe another three or four you can deploy in the next 90 days. Done right, this could easily multiply your investment in this class by 20x or more!

• Keep an open mind. Think creatively. Not every good idea has to be mind-bending for it to produce results.

• Many of the examples I'll give you are from freelance writers and copywriters. However, don't dismiss them too quickly. Look for the core lesson and idea behind them. How could you modify a concept to make it work for your specific situation?

I've broken up the ideas into four categories:

1. Existing clients 2. Dormant clients 3. Prospects 4. Potential partners and collaborators

mailto:[email protected]


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Existing Clients For most of you, this will be your biggest yet most overlooked opportunity. It's MUCH easier to get more work from existing clients than it is to get work from prospects who have never worked with you before.

#1: The Lake Tahoe Campaign What It Is: Simple email outreach to current clients letting them know you're going to be away for a week or longer. I named it the "Lake Tahoe Campaign" because that's where I was going when I first stumbled onto this idea. Why It Works:

• Forces clients to think ahead.

• Gets projects off the back burner.

• Can generate work that would never have happened otherwise.

• Puts your name in front of them.

• Smart way to generate goodwill.

• Positions you as a true professional who plans ahead. How to Deploy:

• Save it for when you'll be out for a week or longer.

• Be honest.

• Start 60 days prior to your trip.

• Reach out to each current client individually.

• Name projects you know they're considering.

• Follow up again at the T-45-day and T-30-day mark.

• Add an eye-grabbing "I'll be away" message to your email signature. Sample Script: SUBJECT LINE: Upcoming trip Hi Don, Just a heads-up that I'm going to be out of town on vacation from July 1 through July 16. I know you had mentioned that you had a few projects you were planning on starting soon. If you're ready to jump on those before I leave, I'd be happy to put them in the schedule. If not, that's fine too. Just thought I'd let you know that I'll be away at that time.


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Please let me know either way when you get a minute.

#2: The Delayed Project Campaign What It Is: Simple email outreach to current clients letting them know that you have an unexpected opening in your schedule as a result of a project that was suddenly put on hold. Why It Works:

• Great excuse to reach out to current clients.

• Forces clients to think about current and upcoming needs.

• Gets projects off the back burner.


• Excellent way to fill an unexpected void.

• MUCH better approach than the standard "Got anything for me?" How to Deploy:

• Reach out to each current client individually.

• Let them know what happened.

• Be specific regarding the time frame.

• Suggest a project where appropriate.

• Make them aware that you're also reaching out to other clients.

• Make it clear that they don't have to fill the entire void (can be a smaller project).

Sample Script: SUBJECT LINE: I'm available next week Hi Lisa, I was about to start working on a large project with another client, but it just got put on hold for at least a month. So, basically, I have a big slot in my schedule! ;) I know you had mentioned some case studies you needed to get written soon. I'd be happy to jump on those if the timing is right for you. Just let me know either way, if you don't mind. That way, I won't let that opening go to waste. (Plus, I'm also contacting two other clients, so I want to make sure I don't overbook.) Thanks!


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-Ed

#3: Helping Clients Plan Ahead What It Is: Helping your clients by helping them plan better, and, in return, potentially generating a project for yourself. Why It Works:

• Clients are busy people.

• Your work is just one part of what they're responsible for.

• You're helping them stay on top of things before they become urgent. Examples:

• You know that a client’s busy season is coming up soon. So you reach out and ask how they’re planning to tackle the work, and if you can help with some preliminary work.

• You’re a graphic designer and you know one of your clients will soon be going through a major rebranding effort. If you know you’re about to have a few weeks of idle time, why not discuss this availability to see if you can start working on some initial tasks?

• You’re a writer and you have a client who usually hires you to write a white paper about once every quarter. You could mention your upcoming availability and see if you can start work on the next piece sooner.

How to Deploy:

• Be strategic about whom you approach and how you approach them. Pick smart ideas that make sense (don't overreach).

• Stay confident and professional.

• Remind yourself that you’re not asking for charity here. You’re bringing good ideas to clients—and you're helping make their jobs easier.

Sample Script: SUBJECT LINE: Planning ahead... Hi Angela -- I know fall is your busiest season. It's mine as well. So I thought I'd reach out and see if I could get a better idea of what you're planning (from a content development standpoint) and when you might need my help.


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Just trying to plan ahead so I can be there for you when you need me.

#4: Following Up on a Back-Burner Project What It Is: Simple email outreach to current clients to follow up on a project that never materialized. This is not about following up while it's still active. This is about touching base three to six months after it died off or was put on hold. Why It Works:


• There's a chance the timing is now better but client is procrastinating.


• Can generate a new project you didn't even know about.

• Excellent way to fill an unexpected void.

• MUCH better approach than the standard "Got anything for me?" How to Deploy:

• Once you know for sure a project is on hold, make a note to follow up in three to six months.

• Send client a low-key email to follow up on the project and see if it's still a possibility.

• Optional: consider asking about a similar or complementary type of project to see if they've considered it (see the Idea Wellspring campaign).

Sample Script: SUBJECT LINE: Still a possibility? Hi Bill, Touching base to see if the website refresh project is still a possibility for this year. I know it was put on hold because of the XYZ deal. But I wanted to check in to see if it might come back and if I can help draft that copy when the time comes. In the meantime, have you guys thought about doing an explainer video? I recently worked with ABC Co. and a business partner of mine to produce this 90-second clip: [URL]


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It's been a huge hit for them, generating more than 45 solid inquiries in the past three weeks alone!


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#5: The Idea Wellspring What It Is: Simple email outreach to current clients to share an idea that could benefit them. Why It Works:


• Positions you as a trusted advisor.

• Stands out (few service providers bother to do this authentically).

• Builds huge goodwill by showing you care.

• Can lead to work (even if it's not related to the idea you shared). How to Deploy:

• Always be on the lookout for ideas and possibilities.

• Keep notes (Evernote is great for this!).

• Contact specific clients when you think of something relevant and useful.

• The outreach MUST be individual (no mass emails). Sample Script: SUBJECT LINE: Lead generation idea Mike, Here's a thought-leadership and lead generation idea: write a 5,000-word e-book. You can use it as a lead generation tool, a way to nurture longer-term leads, the basis for a presentation, etc. Plus, it can become the precursor for your printed book. I know you've wanted to write something for a while. Doing an e-book first could be a logical stepping stone, and it could make the process of writing the actual book easier. (Plus, I know of a great writer who could help you do this. ;) ) Just a thought. Hope you guys are doing well. Cheers, -Ed


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#6: The Unused Budget What It Is: Simple email outreach to current clients to see if they have budget surpluses they need to use before year-end. Why It Works:

• Many midsize and large companies force department heads to use their full budgets or risk having them trimmed the following year.

• Clients will sometimes find themselves in a quandary, trying to figure out how to use leftover budgets.

How to Deploy:

• Know when your clients' fiscal years end.

• Contact all your midsize and large clients (current or dormant) around November 1 of every year (or T-60-day mark if not on a calendar year).

• Keep your message simple and to the point.

• If you're not sure how it will be received, point out that some clients face this dilemma at year-end, which is why you like to touch base.

#7: The New Service Campaign What It Is: Simple email outreach to current clients to let them know about a new service you're providing. Why It Works: When clients hire you for X type of work, that's all they think you do. Letting them know that you now do Y can often lead to an immediate project from them—or even to a great referral. How to Deploy:

• Resist the urge to do a mass mailing (postcards, etc.). Yes, those are important, but your best wins will come from direct outreach.

• Contact each client personally and position the new service in a way that’s relevant to them and their business, and in a way that may help them think of ideas for how they can take advantage of your expertise.


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Sample Script: SUBJECT LINE: Thought this would work well for you Hi Darcy, Not sure if I had mentioned this in our recent conversations, but I’m now writing white papers. I had an idea on a topic that could be very effective for you guys, in terms of generating more and better-quality leads. It has to do with the recent surge of iPad adoption on construction job sites. Anyway, you had mentioned a few months ago that you were looking for better ways to generate leads, and I think this could be a winner for you. Let me know if you'd like to discuss this idea further. Thanks! -Ed [NOTE how this script combines both the new service announcement AND the Idea Wellspring concept I talked about earlier.]

#8: The Alchemist What It Is: Contacting your best clients and offering to extract more value from the work you're already doing for them. (This is a variation of the Idea Wellspring strategy discussed earlier.) Why It Works:

• Clients are often too close to their own problems. They sometimes can't see opportunities to get more value from their existing assets or resources.

• By showing them a better way, you're creating new project opportunities while also positioning yourself as a trusted advisor.

• Plus, the more you do for clients, the more valuable you become to them—and the more profitable the work becomes, since you're able to become much more efficient.


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How to Deploy:

• Keep these efforts very targeted, and focus on your very best clients (current and/or dormant).

• Start with a simple email and try to take that to a phone conversation or in-person meeting.

Example: Offer to create a self-perpetuating "content machine":

• Raw spoken idea

• Abstract

• Blog post

• White paper

• Webinar

• Road show

• Bylined article

#9: Packaging Key Services What It Is: Exactly what it sounds like—a package of services or a bundled offer. Why It Works:

• As consumers, we're used to buying packages.

• Your clients are no different; they understand the concept.

• When done right, it can help bring a client in the door and seal the deal. How to Deploy:

• This strategy tends to work best for attracting new clients. However, it can be used effectively with new services for your existing clients, or even when offering an upsell or cross-sell opportunity to current clients.

• Start with one of your most common services. Experiment and see what tends to work best before creating additional packages.

• Also, each package idea can have two or three levels of service at increasing price points. In fact, try to offer three different price points.

Examples:

• Case study + press release

• White paper + white paper summary + project plan

• Website design + SEO work for six months

• Monthly newsletter article, upload/setup in email system, reporting


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• Blog + newsletter + social media management

#10: Upselling What It Is: Offering a complementary add-on at the time of purchase. "Want fries with that?" Why It Works:

• Once clients decide to award you a project, they're in "buying" mode. And if you offer a smart, logical add-on that adds value to the project, there's a high chance they'll take you up on it.

• This is similar to the service packaging idea. However, rather than offering the bundle ahead of time, you offer it once the scope of work has been identified and the client wants to move forward.

How to Deploy:

• Come up with two or three add-on ideas for your most common services.

• These add-ons should NOT feel gimmicky. They should be logical add-ons that add value to the core project, and they should be worth less than the core project.

• Once the client is ready to move forward, suggest one of these add-ons and why it would make sense.

Examples:

• Turning a bylined/ghostwritten article into two or three blog posts

• Turning a white paper into a webinar script

• Creating "cheat sheets" out of full-length white papers or reports (example: http://bit.ly/1E34P12)

• Adding a key message platform to a website copy project

• Offering business card, letterhead, Facebook page and Twitter background add-ons when designing a new website

#11: Cross-Selling What It Is: Unlike upselling, which is offering a complementary add-on at the time of purchase, cross-selling is about offering other services that don't necessarily complement the project you're being awarded. Think Amazon: "Customers who bought X also bought A, B and C."

http://bit.ly/1E34P12


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Why It Works:

• Clients who hire you for one type of work are trying to solve a specific problem at that time. So they often don't stop to think about other ways they can leverage you.

• This is an opportunity to offer different ideas that may benefit them while generating more income for you.

How to Deploy:

• Look at each client individually. What services are you providing them? Based on that, what services might also be of interest to them?

• Contact each client with an idea. ("Maria, did you know that I also do ________?")

• Get into the habit of doing this on an ongoing basis with current and dormant clients.

Examples: Current project: LinkedIn summary for an executive Cross-sell: biweekly blogging for client's company Current project: a series of brochures Cross-sell: a case study Current project: website redesign Cross-sell: redesigning PowerPoint templates for sales team and executives Current project: data sheets for new product lines Cross-sell: explainer video script

#12: Unbundling What It Is: This is a variation of the Alchemist strategy. Rather than building on things you've already done or are doing for a client, you instead offer ways to "unbundle" or "unlock" value from what they already have. Why It Works:

• Clients often fail to see opportunities to get more value from their existing assets or resources.


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• By showing them hidden assets they already own—and pointing out how they could "splinter off" these assets—you're creating new project opportunities while also positioning yourself as a trusted advisor.

How to Deploy:

• Look for little gems that are bundled into bigger assets yet could be used individually in a variety of ways.

Examples:

• Creating "snackable" content for their lead-nurturing efforts by splintering off bits of valuable ideas, tips and strategies from their white papers, webinars, articles, blog posts and other content.

• Creating mini reports, cheat sheets or short videos from longer content.

• Creating a series of blog posts from an e-book, webinar or long-format document.

#13: Offer a Premium Service What It Is: Offer a high-end, premium version of one of your most popular services. Why It Works:

• Most freelancers don't do this because they fear that no one will take them up on that high-end option. But that's just not true!

• Even if you sell just one or two of these every year, that could translate into thousands of extra dollars in your pocket.

Example from Another Market:

• Fine restaurants will always have a handful of wines in the $200+ range even though 95% of what they sell is under $100. But the 5% who buy the expensive wines more than make up for the inventory carrying costs. WAY more! You've already acquired the customer, so your selling costs are covered!

Examples from the Freelance World:

• Offering to ghostwrite a book for the company's CEO or key executive when your typical service is weekly blogging.

• Offering to head a rebranding effort when your typical service is designing training and sales materials for the client.


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#14: Offer a Recurring Service What It Is: Offering to produce a recurring deliverable such as a monthly newsletter, weekly blog post, monthly case study or quarterly white paper. Why It Works:

• Many times clients are already creating or producing this work on an ongoing basis. But maybe they're not as consistent as they'd like. Or maybe they're stretched thin and struggle to get it done regularly.

• Offering to take over a big part of that burden can provide a huge benefit—and you'd be surprised how many clients don't even think to ask you (which is why you need to be the one bringing it up!).

How to Deploy:

• Consider every current and dormant client, and look at what they're creating on a regular basis.

• Consider every current and dormant client, and look at things they're NOT creating on a regular basis ... but should be.

• Approach them with options, ideas, packages ... and an easy way to kill the deal if it's not working out for either party (risk reversal).

• Once you have a working long-term agreement, look for other opportunities to do the same in the same department or in other departments of the same organization (e.g., an internal newsletter when your current agreement is for an external newsletter).

#15: Offer a Retainer Option What It Is: A retainer agreement, in its most basic form, is simply an agreement whereby a client pays you a fixed sum of money every month in order to retain your services. It's very common in professions that are very hourly-rate driven, such as law, business consulting and public relations. Why It Works:

• Traditionally, what it allows the client to do is to “reserve you” for a fixed amount of time or for a certain amount of work every month.


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• They know they can count on you to deliver on time because you’ve agreed to be available.

• It adds predictability and stability to your income.

• And it gives you an opportunity to get really, really good at delivering quality work for the client—and to do it more and more efficiently every month.

• Plus, the more you do for clients, the more valuable you become for them—and the more profitable the work becomes, since you're able to become much more efficient.

How to Deploy:

• Your best chances for retainers are with existing clients. This is too difficult a sale (and too risky for you) if you don't already have a working relationship in place.

• Focus the offer on deliverables rather than on hours.

• Focus the value on your ability to put the client at the front of the line AND to commit to getting that work completed in the specified time period.

• Include stipulations about their responsibilities to assign you the work on a timely basis and to provide you with any needed assets or information in a timely manner.

#16: The Broken Window What It Is: While going through a client's website or other materials, you notice that something is broken or could use expert help. So you tactfully approach the client about helping them fix it. Why It Works:

• Clients aren't always aware of what needs fixing.

• They'll appreciate a kind and respectful heads-up. It shows that you care about them.

How to Deploy:


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• Recognize that most of these opportunities will be accidental. This strategy doesn't work as well when you're actively looking for "broken windows."

• Your approach is incredibly important. Calling their baby ugly (or even insinuating that) can backfire.

• Tone should be very low key. Don't make them feel bad, incompetent or out of touch.

Examples: BAD: "I was going through your website today and noticed you have several broken links. This doesn't look good to prospects. It can cost you leads and credibility. I can fix it for you." GOOD: "I happened to be on X page on your website and noticed that the link in the last paragraph was broken. So I reviewed a few more pages and saw the same issue in at least four other places. This is extremely common when you relaunch a site—it happens! Would it be helpful if I took some time to go through the entire site and find (and fix) all broken links? I'd be happy to add that to our current scope of work. Just let me know."

#17: Show Them Off What It Is: You write an article, case study or blog post about how you helped a client with a key project. Why It Works:

• Shows clients that you value them and their business.

• Gives you yet another opportunity to reengage and talk with those clients (which can often lead to unexpected work!).

• Shows your prospects that you care about your clients.

• Makes for a great lead-nurturing or prospecting piece.

• The clients could end up cross-promoting you in return. How to Deploy:

• Pick two or three key client wins from the past year and approach these clients about doing a write-up of the project. Let them know that you want to feature it in an upcoming newsletter or blog post.

• Ask for their permission to draft and publish the story.


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• Make the client look smart. And keep it short (one page or less).

• Publish the article in your newsletter and/or blog. (Don't stall!)

#18: Ask for a Referral What It Is: This is exactly what it sounds like—asking current clients for a referral. Why It Works: There's no kind of marketing more powerful than referrals and word of mouth. Plus, referred prospects are usually much easier to close, and they tend to be better clients. How to Deploy: Step #1: You have to ASK!

• Most clients won’t decide to send work your way on their own.

• You're not going to lose clients by asking for referrals. Step #2: Ask the right way.

• Ask for referrals when you’re praised. This is an underused opportunity!

• Ask frequently (in your monthly newsletter, at the end of blog posts, in your email signature, etc.).

• Ask in person or over the phone. Try to avoid email.

• Ask with confidence! You're not begging for business—you're looking for people who need help in your area of expertise.

• Position the request the right way: - "Most of my business comes from referrals ...” - "A great part of my business comes from referrals ..." - "My business depends on referrals ..." - Bill Cates, Get More Referrals Now: "Don't keep me a secret!"

• Suggest specific categories, industries or situations where you can provide value.

Step #3: Create a referral expectation from the start.

http://www.amazon.com/Get-More-Referrals-Bill-Cates/dp/0071417753/ref=sr_1_1?ie=UTF8&qid=1392859610&sr=8-1&keywords=bill+cates+get+more+referrals+now


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• Set up an expectation: "I want to add value to you and your business. I hope I gain enough of your trust that you refer me to others."

Sample Script: “Most of my business comes via referrals. That's because I deliver excellent work every time, on time, etc. Many of my clients refer me to others. I want you to know that once we've done a couple of projects together, if you're thrilled, I’ll ask you for a referral ..."

Dormant Clients Dormant clients are clients for whom you've worked in the past but aren't currently engaged with. This is your second biggest source of high-probability opportunities. These folks know, like and trust you. You've shown them what you can do.

#19: Come Clean What It Is: Acknowledging that you've been out of touch without offering lame excuses for your absence, and then trying to reestablish contact in an authentic way. Why It Works: It's refreshing to hear someone be authentic and honest and admit that they messed up. How to Deploy:

• Write an email or pick up the phone and say, "I dropped the ball a few months ago. It doesn't mean you're not important. I wanted to reach out to see if I can still help you with XYZ or if you’re still searching for ______."

• Send them something of interest or value.

• Send them a small gift to show you care and want to rekindle the relationship.


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• Make sure to stay in touch this time. Set reminders in your contact management system to nurture the relationship back to life.

• Once you've touched base two or three times, share ideas with them (Idea Wellspring) and ask if you can help with X, Y or Z.

#20: Long-Term Nurturing What It Is: Staying on the radar screen of both dormant clients and longer-term prospects so you're the first person they think of when the right opportunity comes up. Why It Works:

• 90% of qualified/interested prospects are NOT ready to hire you when you first engage with them.

• The key to making sure you're at the top of their list when they ARE ready is to stay in touch in a nonthreatening, nonpesky, value-added way.

How to Deploy: Keep this process simple. It doesn't need to turn into a complex chore. Step #1: Develop or compile an information library.

• Articles you've written

• Reports or white papers you've authored for this purpose

• Success stories

• Third-party content (articles, reports, white papers, stats, etc.)

• Books (no one throws away a book!)

• News articles or news releases Step #2: Use multiple forms of media.

• Don't just use email. Use snail mail and the phone!

• Vary the medium.

• Leave good voicemail messages! Step #3: Leverage the power of frequency.

• Sending something about every one to three months is appropriate, depending on what you know about the prospect and their timing.


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• Above all, keep your messages and information relevant. It's OK to send the same thing to a few different prospects, but just make sure it's relevant to each prospect.

Step #4: Implement a simple management system. A simple spreadsheet will do. Or check out these contact management systems:

• Highrisehq.com

• Contactually.com (coupon code "freelancersacademy" gets you 20% off)

• Zoho.com/crm To learn more, check out Secret 6 in my book, The Wealthy Freelancer. It's one of the free chapters included when you register here: www.thewealthyfreelancer.com.

#21: Start a SIMPLE Newsletter What It Is: Starting a super-simple monthly newsletter that will keep your name top of mind. Why It Works:

• Current and dormant clients like hearing from you. And they appreciate your keeping your name in front of them.

• They're busy people, so they don't mind being reminded that you can help. It's one less thing they have to remember on their own.

How to Deploy:

• Don't try to do too much. Keep it to a very short article or golden nugget.

• In a world where information is now a commodity, your prospects and clients DON'T want more of it. Instead, your newsletter should focus on the following:

1. Keeping your name in front of them 2. Making you real and likable by "humanizing" you (your personality

should come through clearly) 3. Reminding them of a key concept or idea they already know but may

have easily forgotten in the craziness of daily life

• Maybe add a client win or a quick blurb about a recent project you just completed.

Great Example: Katy Davis' monthly newsletter (see next page).

http://www.thewealthyfreelancer.com/


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#22: Introduce Them to Someone What It Is: Reengaging with dormant clients by introducing them to someone who could be a valuable contact or resource for them. Why It Works:

• Clients appreciate that you're thinking about them.

• It's a nice gesture that builds a lot of goodwill.

• Rekindles relationships.

• Positions you as a valuable source of contacts and resources. How to Deploy:

• Think of two people who should know each other, then call them or introduce them via email.

• The people you’ve introduced could very well reply with, “Hey, thanks for the introduction. So what’s going on with you? How’s your business?” And that will restart the conversation.

#23: Chase the Mover What It Is: Reaching out to someone you've worked with in the past who's now moved on to another organization. Why It Works:

• This individual has worked with you in the past, so you have trust and credibility going in.

• By reconnecting, you open a window to potentially do some work together at this new organization.

How to Deploy:

• Look at your client contact list, searching for names of individuals who are no longer at the same organization as when you did work for them.

• Use LinkedIn to see where they're working now, and send them an email with an idea (and reminding them of what you do and your value) to see if it's worth reconnecting.

• Keep it brief. Don't try to warm them up too much in the beginning. Get to the point as quickly as possible.


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• Remind them of your expertise (they may have forgotten), and provide some great samples of your work.

• Don't feel like you have to jump right into a work inquiry in your first email. It's OK to rekindle the relationship via some nurturing first.

• On LinkedIn: pay attention to notices of people who recently moved to a new organization. That's pure gold!

Sample Script: SUBJECT LINE: Saw that you're now at Briscoe Hi Marcie, I just came across your name this morning and saw that you're now at Briscoe. Great to hear! Hope all is well with you and your family. Since we worked together at ABC Co., I've worked on a number of animated illustration projects for other training companies, including Fillmore, Ameritraining, KnowledgeWorx and others. Here are some samples of that work: [URL] Would it make sense to reconnect to see if I can help you at Briscoe? Thanks! -Ed

#24: New Contact at Dormant Client What It Is: Your main contact is no longer there, so you reach out to her replacement. Why It Works: You have a track record with the client. You know their company, products and other key factors that would enable you to get started quickly with no hand-holding. I've used this strategy very effectively three or four times in the past, and each time it led to five-figure opportunities.


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How to Deploy:

• Introduce yourself to the new contact with a short and simple email. Don't assume that this new contact will find you. You have to take the initiative and make the first move.

• Briefly let her know about your history with the client. Demonstrate that you can hit the ground running because of this knowledge/experience.

• Be clear about your experience with or knowledge of the client and their products/services (or other applicable factors), but stop short of being boastful or presumptuous.

• Let her know you're available if she needs help with X, Y or Z. (List three services you feel have the highest probability of being attractive to this client, based on what you know about the organization.)

• Don't give up too easily if there's no reply. You've earned the right to reach out to them. Try calling on the phone and writing via snail mail if you get no reply to your email.

#25: Tap Nonbusiness Contacts What It Is: Reaching out to people in your network who don't work in your field or who aren't intimately familiar with your business or your work. Why It Works:

• Most of us incorrectly assume that the only people in our networks who can refer us to potential clients are those who already know our work or our industry.

• I've had clients come from people outside of my profession who at first didn't seem to be good referral sources. I've seen the same thing happen with other freelancers.

• There's a growing amount of research that suggests "lost" or "dormant" ties can be just as valuable: http://huff.to/1yK0aN9.

How to Deploy: Start by drafting a series of “layman’s value statements” or elevator pitches.

http://huff.to/1yK0aN9


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Develop a different pitch for:

• Industry contacts/insiders

• People not in the biz but savvy enough to get it easily

• People completely removed from your business and anything related to sales/marketing

A few rough examples:

Industry Insider: I work with software companies to help them write the marketing and sales content they don’t have time to write internally. Unlike many freelance writers, I bring a software industry and sales background to every client engagement. And that allows me to deliver copy and content that speak directly to this discerning audience.

This pitch uses industry language and details how you’re different from your competitors.

Savvy Contact Who’s Not in the Biz: I work with software companies to help them write the marketing and sales content they don’t have time to write internally. Companies that sell complex and expensive products need solid content to help market those products. Unfortunately, they just don’t have the internal staff to get it all written. That’s where I come in. I’ve been writing in this industry for four years, and I leverage my sales and software background in every client project.

This pitch uses simplified language and provides context for understanding how your service meets existing needs. It explains your value in simple terms.

Layperson: I work with software companies to help them write the marketing and sales materials they don’t have time to write internally. Companies that sell complex and expensive products need solid written materials to help market those products. Unfortunately, they just don’t have the internal staff to get it all written. That’s where I come in.

• At a minimum, post an update in your social media accounts letting your friends and colleagues know that you're looking for new business.

• My favorite way of doing this: "I have room for a new client. Here's a description of the kind of client I can serve well."


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Other Ideas We've Already Discussed Review the ideas discussed in the previous section and think of ways you can deploy them with dormant clients. Here's just a partial list:

• Idea Wellspring

• The New Service Campaign

• Cross-Selling

• Long-Term Nurturing

Prospects

#26: Find Hungrier Markets What It Is: Going after target markets that would be willing to pay more for your services. In many cases, offering the same or similar services to other audiences can double or triple your freelance income—without requiring you to work any more hours than you do today. Why It Works:

• Allows you to stop beating your head against the wall!

• You're better off going after prospects who are already predisposed to pay higher fees.

How to Deploy:

• If you're a journalist struggling to land work with magazines and trade publications, how about going after case studies and white papers in industries or topics you find interesting?

• If you're a videographer, how about going after companies that want to save money on in-person training by producing high-quality video content instead?

Bottom line: No matter what your profession, there are probably other markets where you could apply your services with maybe just a few adjustments and get paid well. Not sure where to start your search? Look for target markets where clients sell products or services that are considered urgent or very important to their own customers.


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For example: medical devices, technology that solves big business problems, professional services that are tied to big business objectives, products that impact the bottom line, etc. Similarly, focus on delivering services that are ALSO considered urgent or very important by your own clients. "Nice to have" deliverables simply can't compete with higher-priority items in today's environment. (By the way, keep in mind that how a client views the services you offer is subjective. A writing or design deliverable that would be "urgent" for one company may be perceived as "nice to have" by another.)

#27: Tap a Client Nexus What It Is: Find and tap a big source of client referrals that most of your competitors have never even considered. Why It Works: Huge Work Potential + Little Competition = Massive Opportunity How to Deploy:

• Look for target markets (and individual prospects within them) where there's a huge need for your services … yet prospects don't seem to have a good pool of freelancers to draw from.

• Reach out with a simple, warm email to see if they would consider you for a "pilot" project.

Examples:

• Trade show managers—these folks have a large amount of marketing materials and signage to produce for each show they manage. Yet many of them don't have a reliable copywriter or graphic designer they can turn to. Listen to www.b2blauncher.com/episode60 to hear how one freelance writer is booked solid by using this strategy alone.

• Marketing coaches who target entrepreneurs and small businesses—these people are teaching their students how to create and deploy marketing systems and campaigns. But here again, their clients have to find their own writers, designers and other creative professionals. These coaches would do a great service to their students if they could refer them to solid and reliable creative pros.

http://www.b2blauncher.com/episode60


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#28: Develop and Market a Loss Leader What It Is: A loss leader is a service you offer at cost—or even at a loss—in order to get your foot in the door of a client. Why It Works:

• In virtually every field or profession, it's never been harder to turn a prospect into a client. But once a prospect DOES convert to a client, it's never been easier to turn them into a repeat client.

• Research has shown that clients are 10 times more likely to hire you for additional work once they've tried you out. So the idea here is to put all the effort into making it easier for the prospect to say "Yes!" to that first project.

How to Deploy:

• Brainstorm service ideas that offer great value for a nominal fee.

• Audits and "recommendation reports" make great loss leaders (e.g., website content or design audits)!

• So do DIY information products (e.g., a guide on how to write your own business plan, customer case study or key message platform).

• Have a core service that's directly tied to the loss leader. That way, you can offer it to the client as soon as you deliver the loss leader.

Examples:

• Website content audit + customized report

• Website SEO audit + customized report

• General content audit on a key marketing piece + customized report

• DIY info product (example: http://renegadeplanner.com/shop/write-a-business-plan-and-launch-your-entrepreneurial-journey-2/)

• Project plan service (e.g., a white paper project plan)

http://renegadeplanner.com/shop/write-a-business-plan-and-launch-your-entrepreneurial-journey-2/

http://renegadeplanner.com/shop/write-a-business-plan-and-launch-your-entrepreneurial-journey-2/


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#29: Offer a 20-Minute Briefing What It Is: Offering a 20-minute phone briefing to show a prospect some of your key findings (related to your work) from working with other companies in their industry. Why It Works:

• If you have deep experience and insight in a particular market vertical or target market, this can be a great way to show value and credibility right up front.

• It positions you as an expert and paves the way for an easier sale. How to Deploy:

• This will work only if you have deep experience and insight in a particular market vertical or target market—and if you have surprising or very insightful ideas to share with prospects in that market.

• It cannot be generic information. It must be very specific and relevant to the prospect you're approaching. Otherwise you're going to lose credibility.

• It also helps if your services are more strategic in nature.

• The briefing should be roughly 50% sharing of findings and 50% diagnostic.

• Offer the briefing in your monthly newsletter, on your website, on your business card, and everywhere you market. This is your "lead magnet."

• The call to action at the end should be to schedule a longer "discovery" appointment where you can delve deeper into a specific area of concern and at that point determine if a work proposal is in order.

Example:


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#30: Use Right-Angle Targeting What It Is: Looking at your target market more broadly by asking yourself what other markets or segments need your specialized knowledge and experience. Why It Works: We often look at our target markets too narrowly. So we miss great opportunities where there's less competition and great income potential. Examples:

• A lot of Christian pastors get into freelance copywriting or freelance writing. So do airline pilots. As a business-building coach for freelancers, this means I should look into advertising to these groups.

• A writer specializes in writing about leadership in the workplace. Her typical client is a leadership organization or human resource department. But she recently landed a large gig with a university that has a leadership training program. Why? They're trying to sell their programs to corporations and need written materials to help do this effectively.

• A writer who specializes in writing about business solutions in the high-tech field could also do great work for a corporate wellness company that's trying to sell a very complex and expensive program to big corporations.

• Ask yourself: What other "adjacent" markets have some of the same challenges as my main target market? How are my skills transferable? How can I demonstrate that to prospects in that market?

#31: Target Specialized Agencies What It Is: Targeting creative agencies that focus on very specific target markets. Why It Works:

• If you have expertise and a track record in one of their target markets, you could be a very attractive resource for that agency.

• Part of a creative director's job is to have a file with reliable and established professionals who have specific knowledge and experience.


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• You could even become an agency's secret weapon—a key reason they land a client!

I've been contacted many times in the past by creative directors who were looking for freelancers with specific industry expertise. They were desperate! How to Deploy:

• First, understand the pros and cons of working for creative agencies.

• Research creative agencies that focus on one or more of your target markets. Narrow your list to no more than 10 or 20 firms.

• Use warm email prospecting (or a cold call) to contact their creative director. Tout your specific experience and track record, and see if you can set up a brief phone call to discuss.

Sample Script: SUBJECT LINE: Writer with deep experience in SCM Hi Holly, I came across your site this morning and noticed that you have a number of clients in the SCM and logistics industry. I don't know who does your writing on these client projects, but I have a proven track record writing for that market. So even if you're covered for now, maybe I can be a backup. My current and past clients include X, Y and Z. I've worked on everything from white papers to case studies, bylined articles and marketing collateral. Here's a link to some samples of my work: [URL] Would it make sense to connect?


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#32: Ask a Nonthreatening Question What It Is: Emailing or cold-calling a prospect and asking what it would take to be considered for some future work. Why It Works:

• It overcomes one of the biggest stumbling blocks freelancers face when contacting a prospect—not knowing what to ask.

• Switching your approach to this simple question takes out the guesswork of knowing what to say or ask.

• It increases the chances that you'll at least get a response from the prospect.

• It's a proven "pattern interrupt" because the prospect is not used to being asked this question.

Sample Script: SUBJECT LINE: Your work with Briar House ... Hi Mark, I stumbled onto your portfolio the other day and thought the recent Briar House website redesign was brilliant! I was involved with Briar House as a volunteer for six years. I believe strongly in their mission, and I'm happy to see that their web presence finally reflects their core message and beliefs in a compelling way. I'm writing because I'm a local freelance writer specializing in the technology arena. I see that many of your clients are tech companies. Do you ever work with outside writers? If so, what would it take to be considered for a future project? Here's a link to my website, where you can see some of my work: I'm known for my ability to hit the ground running with complex assignments. Should we connect?


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#33: The "Number Two" Strategy What It Is: Contacting prospects you know are using freelancers and asking about being their #2 writer—their backup resource. Why It Works:

• Creative directors and marketing managers have to make sure that their "creative supply chain" is never interrupted.

• By positioning yourself as a backup, you're aligning yourself with a critical part of their job.

• Plus, it can feel less threatening and intimidating to approach cold prospects this way.

Hat tip to Steve Slaunwhite for the idea! How to Deploy:

• This is perfect for creative agencies or marketing firms.

• Also very effective when approaching direct clients that you know use a lot of freelancers for key projects.

• It can be especially useful when cold-calling. Sample Script: I'm calling because I'm a local freelance writer specializing in the technology arena. I see that many of your clients are tech companies. Do you ever work with outside writers? If so, what would it take to be considered for a future project? [Prospect explains that they already have a writer they like working with.] Sounds great, Tina! Let me ask you: Would you mind keeping my information handy just in case your current writer is not available at some point in the future? I'd love to be your backup, and I'd love the opportunity to prove myself to you.


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#34: Productize Some of Your Services What It Is: Rather than creating a "made to order" service, you're essentially creating a product that's 50% or more ready to be used right off the shelf. Why It Works:

• A big obstacle in hiring a freelancer is cost (think small, local businesses). And the reason costs are high is that every service is essentially a made-to-order product.

• But what if you offered a product that was pretty much ready to go right off the shelf? Even if it required some modification or custom work, what if 50% or more was already "cooked" or easily modifiable?

• That would enable you to sell the product at a lower price, lowering the barriers to entry and potentially paving the way for future projects at higher margins.

• In other words, this product could be one of your loss leaders. Examples:

• http://restaurantengine.com/

• http://www.leadpages.net/products/

• https://draft.nu/revise/

• http://audienceops.com/ How to Deploy:

• You have to be really good at defining scope and sticking to those parameters. Clients are buying a ready-made desk, but they get to choose the stain color, finish and hardware. That's very different from a made-to-order desk.

• You have to be really good at designing, documenting and executing business processes. Good book on this: Work the System, by Sam Carpenter.

• Before diving in, be clear about what types of clients you're trying to attract with this idea. This model lends itself to smaller businesses. Is this what you really want?

• Don't plunge into this model. Take it slow and easy. Experiment, refine and pivot as needed.

http://restaurantengine.com/

http://www.leadpages.net/products/

https://draft.nu/revise/

http://audienceops.com/


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#35: Follow the Clues What It Is: There are many flavors of this idea. But essentially this is about going after prospects that seem to be good targets based on clues they've left behind. Why It Works:

• As a freelancer, you can't afford to spend a lot of time trying to convince prospects that they need your services.

• You're much better off going after prospects who already "get" it—who already see the need for what you offer.

Examples:

• Look to see who's already producing an inordinate amount of marketing materials (or whatever it is you work on). Approach them to see if they ever use outside professionals.

• If you're a writer, look to see who's advertising in various trade publications, and approach them about writing editorial content for them.

#36: Targeted Direct Mail What It Is: Sending out a one-page letter via snail mail to a small and very targeted group of prospects. Why It Works:

• Prospects don't get a lot of direct mail from freelancers, so those who do send mail get noticed, and the piece is often acted on or filed for future reference.

• If you do it right, you can craft a letter that also stands out because of its personalized message.

How to Deploy:

• Use the same copy you would use in a warm email, and turn it into a regular letter.

• A generic letter mailed out to very specific prospects with a specific offer can also work well—especially if you're a very specialized freelancer.


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Examples:


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#37: Warm Email Prospecting What It Is: Cold-calling with email ... but without the "yuck" factor. It's about sending a very short, relevant and personalized email to prospects to see if they're interested in discussing how you could help them. Why It Works:

• Prospects rarely get personalized and relevant email messages like this.

• It's a low-key way to get a conversation started.

• It positions you as a real professional because you took the time to do your homework and craft a targeted one-to-one message.

How to Deploy: Check out my free cheat sheet and training series here before I take it down: https://edgandia.lpages.co/ifalm-ty1014/

#38: Become a Stalker! What It Is: Finding very targeted prospects in LinkedIn and reading their profiles. You don't necessarily need to contact them. You're simply trying to (indirectly) let them know you exist by checking out their profile. Why It Works:

• LinkedIn notifies premium members about who has viewed their profile.

• If your prospects are premium members, they will see your profile. And if you have an engaging "professional headline" (the title in your LinkedIn profile), there's a good chance they'll click through to read more about you—which, in turn, could lead to an inquiry into your services.

How to Deploy:

• I wouldn't do this as a stand-alone effort. Do it in conjunction with prospect research.

• Target your most relevant prospects with a warm email.

https://edgandia.lpages.co/ifalm-ty1014/


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Potential Partners and Collaborators

#39: Partner with Like-Minded, Complementary Freelancers What It Is: Reaching out to noncompeting freelancers in other fields who seem to share your work ethic, philosophy AND target markets. Your objective is to explore working together on some projects or to refer work to each other. Why It Works:

• There are many situations where you stand a greater chance of winning the deal if you can present a more comprehensive solution to the client.

• Having a complementary partner who would enable you to do this can open doors and put more money in your pocket.

How to Deploy:

• Find local freelancer meetups or groups.

• Create your own freelancer meetup where you live.

• Go outside your local area if necessary. Location is no longer a barrier.

• Make the relationship the priority, not getting referrals or work immediately.

• How Peter Bowerman has built his business on this idea: http://b2blauncher.com/episode26/

#40: Captain Collaborator What It Is: Similar to the partnering strategy, but more about collaborating on ideas and supporting each other—and doing that with a "mastermind" flavor. Why It Works:

• Referral groups are great. But they're usually too formal or ineffective.

• Masterminds can also be very beneficial.

• But this is a little different. Here's a bit more detail directly from my friend Coach Jenn Lee, who originally shared this idea with me:

"This doesn’t necessarily have to be formalized meetings or get-togethers. This could literally just be about identifying five to eight people who, on a regular basis, are always thinking about one another.

http://b2blauncher.com/episode26/

http://www.coachjennlee.com/


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“Not from a referral basis, even though some different groups come from it, but from a 'Who is it that I’m going to pick up the phone and ask for feedback on this idea or situation?’

"Or maybe, 'I’m feeling stuck in this one particular area,' or 'I’m not getting the effectiveness from my social media that I’m looking for and I’m not sure why that is. Is there a collaborator I can call and get some ideas from?'” How to Deploy:

• Your competitors are not truly the competition—not in an abundant world ... nor in a profession where you can only take on so much work.

• When you put together a group of five to eight like-minded freelancers from a variety of professions, you create a support group in a business that's often very lonely.

• These groups can have a synergistic effect—ideas that were OK on their own suddenly become great ideas with the help of others.

• Another byproduct could be business referrals and joint work opportunities. But this shouldn't be the top goal.

• By heading this group, you position yourself as a leader, and you elevate your status in the minds of your peers.

#41: Ask for the Rejects What It Is: If you've worked (or currently work) for creative agencies, contact them and ask if they can forward you inquiries that are not a good fit for them. Why It Works: Many agencies get a large number of inquiries every month that they can't serve. Unfortunately, most of them don't really know where to send that inquiry. By offering to take on these prospects, you're potentially creating a good source of leads for yourself. Plus, you're helping the agency look good, and you're giving them an easy way to send these prospects to an experienced professional. How to Deploy:

• Don't just ask once. Remind them from time to time. And add the agency to your nurturing "bucket." That way, your name stays top of mind!

Documents

Class Workbook - Cloud Object Storage | Store & … · 2017-05-23 · Class Workbook Before We Start: ... • Forces clients to think ahead. ... • Contact each client personally