The powerful freelancer: positioning your business at

the expert level

Marta Stelmaszak

May 2014

Main themes today

Expert

Future of work

Niche

Positioning

Dis intermediation

Mindset

Value

About the speaker

• Polish – English translator and interpreter

• Based in London

• BA, PgCert in language-related disciplines

• MSc in Management, Information Systems and Innovation

• Training in marketing, e-business, economics

• Certificate in business mentoring

• Publications, presentations, articles

• www.wantwords.co.uk/school

• @mstelmaszak

The future of work?

The future of work?

The future of work?

The future of work?

But how do we make sense?

… and how do we reply?

Becoming an expert

What does it mean to be an expert?

Expert: someone who has a defined set of skills and experience who is recognised as a thought-leader in the industry, engages in problem-solving and devotes time to share experience to build trust. © 2003 John Storm

What does it mean to be an expert?

What does it mean to be an expert?

• What do we understand by expert positioning?

Expert: someone who has a defined set of skills and experience who is recognised as a thought-leader in the industry, engages in problem-solving and devotes time to share experience to build trust.

Positioning: means that others instantly recognise you as the expert and authority in your field.

What are the benefits?

• Why do professionals want to position themselves as experts?

• Stand out in a crowded market (become the go-to expert, the obvious choice)

• Become the prize (you don’t chase, they all come to you)

• Get media attention (for marketing or just the pleasure of it)

• Deliver results (your expertise is listened to and used)

• Charge higher fees (people pay for the extra expert value)

• Gain partnerships (new opportunities and audiences)

• Satisfaction and fulfilment (being one of the best in your field)

• And why do you want to position yourself as an expert?

Tweet #expertxl8

What are the benefits?

Step 1Become the expert

• Think

• Feel

• Act

• Master the topic

• Create your niche

Step 1Become the expert

Step 1Become the expert

Step 1Become the expert

• Three competitive strategies• Cost leadership

– Target average customers for mass market - little differentiation

– Key functional areas are manufacturing and materials management

– High volume, low margin approach

– Defence against five forces

– Relentless drive to cut costs might compromise value that customers desire

• Differentiation– Target customers in smaller, well-defined segments who are willing to pay premium prices

– Low volume, high margin approach

– Must have unique attributes (actual or perceived) - quality, sophistication, prestige, or luxury

• Focus– Serving the needs of a particular segment or niche of an industry such as a geographical market,

type of customer, or product line

– Focusing may be successful when a firm possesses intimate knowledge about a particular segment

Step 2 Position yourself as an expert

• Identity

• Authority

• Expert hub

Expert positioning

Step 2 Position yourself as an expert

• What is a niche and niche marketing?

• Step One: Identify the audience• “When you choose a niche audience and take the time to understand their

needs deeply, a whole new world of options opens up to you.” (Ch. Ducker)

• Ideal Customer Avatars

• Client segmentation

• Step Two: Research your niche market keywords• Find out what they’re talking and asking about

• Larn their language

Step 2 Position yourself as an expert

• Step Three: Analyse the competition• Or other players on the market

• Find out what you could be doing better

• Unique Selling Point

• Step Four: Research industry trends• Translation-related (more info in my articles)

• And more importantly, related to your industry

Step 3Promote yourself as an expert

• Services

• Marketing

• Selling

Promote yourself as an expert -agencies

• Just a little bit of profiling…

• Let’s describe a typical project manager

Promote yourself as an expert -agencies

• Value• Define your specialisms – the first step

• Define the area of expertise and taking the plunge

• Get certified

• Engage in Continuing Professional Development

• Train in the specialist area

• Develop a portfolio

• Relations• Show an unprecedented level of professionalism

• Make sure they know you’re busy

• Keep them updated

Promote yourself as an expert -agencies

• Authority• Show updated profile

• Speak at translation industry events

• Engage in Continuing Professional Development

• Create a good cover letter

• Passion• Share your passion with them

• Speak at industry events and let them know about it

• Trust• Gather testimonials

• Contact them by phone or in person

Promote yourself as an expert –direct clients

• A bit of profiling again

• Let’s use my example

Promote yourself as an expert –direct clients

• Value• Define the area of expertise and taking the plunge

• Train in the specialist area

• Join specialist organisations

• Read the same journals and magazines as they do

• Use case studies

• Relations• Accept the fact that you are an expert

• Create an expert hub

• Be hard to get

• Associate with success

• Talk to clients, visit their events, join their organisations, present at their trade fairs, write for them

Promote yourself as an expert –direct clients

• Authority• Present, write, blog, speak

• Make press contacts and appearances

• Create your expert story

• Create an expert hub

• Passion• Get involved

• Become a platform

• Start an organisation

• Do pro bono work

• Trust• Gather testimonials and organisations

• Increasing trust through your expert hub

How they managed to…

- Marie Forleo(http://www.forbes.com/sites/carisommer/2012/02/22/when-youve-got-it-flaunt-it-a-case-study-on-marie-forleo/)

- Jackson and Willsonhttp://jacksonandwilson.com/

Take away

- Become the expert

- Position yourself as an expert

- Promote your expert business

Marta Stelmaszak

www.wantwords.co.uk

marta@wantwords.co.uk

@mstelmaszak