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Finding freelance work and getting more clients is vital for your success as a freelancer. Killer copywriter Leif Kendall outlines his bold new marketing method.
Like every freelancer in the history of the world, you probably want:
But how do you find clients?
Many freelancers find work by searching for it, and by marketing. Marketing, marketing, marketing – that’s the mantra of many a frazzled freelancer. And there’s something in that advice. Freelancers that don’t do any marketing often run out of work and have to return to regular employment. So marketing is definitely important. In fact it’s vital to most freelancers. But…
Marketing Can Destroy You
Freelancers who focus too heavily on the pursuit of new clients commit a fatal error: they don’t put enough energy and passion into the clients they DO have. So those few clients get a so-so service. The client gets what they paid for, but the experience is tinged with LAME.
This is a big problem.
But there’s ANOTHER WAY.
I call it awesomitising. By awesomitising your work, every project will be a powerful marketing campaign.
How can I Awesomitise Myself?
The best time to perform your marketing magic is when you’re working on a client’s project. Every time a client comes your way, you need to do more than just take their project and perform the tasks required of you.
You need to understand more than just their project.
You need to smell the rhythm of their corporate heart. Slide behind their skin and feel their hot throbbing pulse between your fingers. What does it taste like?
Brochure Smochure
Think about your clients, and ask:
Brochures are just a tool. They’re a tool that facilitates something better, something more significant.
Find out what your client wants to achieve, rather than how they want to achieve it. Look past the superficiality of their request, their “brochure”. Question their motivation.
WHY ARE THEY ASKING FOR A BROCHURE?!?!
Discover your client’s goals and then devise a plan to help them get there. The client has a destination. They need to get over the puddle. Scoop them up in your big strong arms and carry them over the puddle. Plonk them down on the dry land of success, and smooth their skirts with your powerful, effective hands.
If you can help your clients to solve their problems, then they will be your marketing department.
Let your work be your marketing. Let your work stand before you, testament to your awesomeness. Nothing is more convincing than cold, hard reality.
Do great stuff, then demonstrate great stuff. People will notice this great stuff and ask you to do great stuff for them.
The first (and for the time-being only) commandment of awesomitising:
By Leif Kendall – a totally awesomitised freelance web & SEO copywriter
Image © 20th Century Fox
Are you already awesome? Or are you ready to start conquering your clients with your awesomeness?
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May 27, 2009
at 10:52 am
Don’t give clients a piece of work. Give them a life-changing experience. A Radical Alternative to Searching for Clients http://bit.ly/Szuy
This comment was originally posted on Twitter
May 27, 2009
at 10:49 am
Awesomitise your bad self: http://bit.ly/Szuy (A Radical New Solution for Freelancers) – my latest blog post for Freelance Advisor
This comment was originally posted on Twitter
May 27, 2009
at 11:16 am
RT @freelanceadvice Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/Szuy (via @tweetmeme)
This comment was originally posted on Twitter
May 27, 2009
at 11:44 am
I completely agree, when I was working as an Account Director for a Marketing Agency, we used this tactic the whole time, if you do it as a freelancer you’ll stand out head and shoulders above everyone else.
May 27, 2009
at 11:59 am
@LeifKendall I think you are a marvellous communicator (I’ve just read your input concerning awesomitisation: http://tinyurl.com/oqu6th)
This comment was originally posted on Twitter
May 27, 2009
at 11:59 am
@LeifKendall I think you are a marvellous communicator (I’ve just read your input concerning awesomitisation: http://tinyurl.com/oqu6th)
This comment was originally posted on Twitter
May 27, 2009
at 12:47 pm
RT @michaelrose Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/Szuy Nice pep talk for freelancers
This comment was originally posted on Twitter
May 27, 2009
at 12:12 pm
RT @bethgranter: RT @michaelrose Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/Szuy
This comment was originally posted on Twitter
May 27, 2009
at 12:30 pm
RT @craiglparker: RT @bethgranter: RT @michaelrose Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/Szuy
This comment was originally posted on Twitter
May 27, 2009
at 1:49 pm
RT @freelanceadvice Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/Szuy (via @tweetmeme)
This comment was originally posted on Twitter
May 27, 2009
at 1:56 pm
Great article – very motivational!
May 27, 2009
at 1:46 pm
Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/gOVQU
This comment was originally posted on Twitter
May 27, 2009
at 2:24 pm
Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/kWybz
This comment was originally posted on Twitter
May 27, 2009
at 2:52 pm
I’m reading your post as advice to make long term investments in marketing. Invest your marketing budget in the clients and work you have right now, then use this to secure more work in the future. This is a long term approach, rather than trying to gather new work quickly but risking it dropping off due to clients being only satisfied and not especially pleased with your results.
I think it’s a great principle, but there are some other considerations that make it hard to adhere to. Like needing a steady cash flow and a certain volume of work – are clients actually going to pay more for your awesome efforts? And if a client is unlikely to hire you again anyway, or the work doesn’t do much for your portfolio – it’s tempting to just deliver something good enough and move on.
I do like your article but it’s leading me to a different question: when is it most valuable to deliver something awesome, and when is it in your best interests not to make so much effort? Anyone who answers “always give it everything” is avoiding my question! There are only so many hours in a day, and we have to prioritise. I’d like to know where and how other people draw these lines.
May 27, 2009
at 2:19 pm
I think the word awesomeitisation is an abomination of a neologism, but the concept is fundamentally sound :)
If you want people to talk about something, then make it literally remarkable. Remarkable things stand by themselves.
As digital tools make things more accessible, I’m also increasingly aware that my output should set itself apart from newly possible lowest common denominators.
May 27, 2009
at 2:12 pm
Hi Martin – you make some very interesting points. Your main point, that following this principle of Awesomitisation is only good for long-term marketing is quite true. This way of working isn’t the way to FIND clients initially; it’s a way to work with the clients you’ve already found so that their satisfaction leads them to recommend you. It’s also about getting recognition: freelancers don’t generally get recognition for mediocre work.
And you’re absolutely right that it’s not always possible to deliver work that you want to stand by: if a client knocks down your price, rushes you or doesn’t take your advice then they might not get an Awesomitised service. Freelancers need to judge when the time is right to go Awesomitised.
Thanks for your thoughtful comment!
May 27, 2009
at 2:15 pm
Hi David – you’re absolutely right about ‘Awesomitisation’. The word is slightly facetious. I just wanted a new way to describe my idea. Glad you like the principle!
May 27, 2009
at 3:52 pm
This is all too true, and there are far too many peeps spending lots of time selling themselves and no time talking to clients properly.
It’s all about shouting and listening, are you shouting or are you listening?
Since going freelance, and then starting my company a couple of years back I’ve spent far too little time on marketing – I’m not remotely proud of our website, biz cards or branding, and considering we make videos, we don’t even have a showreel. But we do spend lots of time face-to-face with clients showing different bits of different videos which reinforce far more who we are and what we do. Infinitely more effective, and it brings far more healthy leads.
On a personal note though – can’t stand ‘Awesomitised’ as a term!
May 27, 2009
at 3:55 pm
Loving the comments on my Freelance Advisor post. Focus on the concept, not the lingo: http://bit.ly/Szuy #awesomitisation
This comment was originally posted on Twitter
May 27, 2009
at 5:57 pm
RT@Michael Rose: Awesomitisation: http://bit.ly/Szuy
This comment was originally posted on Twitter
May 27, 2009
at 5:16 pm
so happy to see our #awesomitisation story is speaking to people today… come join the revolution/fun http://bit.ly/Szuy
This comment was originally posted on Twitter
May 27, 2009
at 9:03 pm
“Awesomitise: Discover the Radical Alternative to Searching for Clients” http://tinyurl.com/oqu6th #marketing
This comment was originally posted on Twitter
May 27, 2009
at 11:24 pm
Late to mention friend’s article on client referral vs. searcing: http://bit.ly/R2T5i. True! Tho I’d rather not call it ‘Awesomitise’. :)
This comment was originally posted on Twitter
May 28, 2009
at 12:28 am
rt @michaelrose Create magic with your clients – http://bit.ly/Szuy
This comment was originally posted on Twitter
May 28, 2009
at 12:28 am
rt @michaelrose Create magic with your clients – http://bit.ly/Szuy
This comment was originally posted on Twitter
May 28, 2009
at 8:12 am
That’s what I try. Don’t just deliver what the #client wants. Try to find a #better #way to reach his #goals. http://tinyurl.com/oqu6th
This comment was originally posted on Twitter
May 28, 2009
at 8:23 am
Leif… you totally PWN the SERPs for “awesomitise” :)
http://www.google.com/search?ie=UTF-8&oe=UTF-8&sourceid=navclient&gfns=1&q=awesomitise
May 28, 2009
at 8:52 am
RT @freelanceadvice Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/Szuy (via @tweetmeme)
This comment was originally posted on Twitter
May 28, 2009
at 8:37 am
Leif, truly awesome article! Had me giggling all the way through. Key messages are great, always deliver OUTSTANDING work and your word of mouth repeat business will carry on escalating!
May 28, 2009
at 12:56 pm
Freelancers: A Radical Alternative to Searching for New Clients http://budurl.com/fzu8
This comment was originally posted on Twitter
May 29, 2009
at 4:51 pm
RT @freelanceadvice Don’t give clients…work. Give them a life-changing experience. Alt. way to get clients http://bit.ly/Szuy
This comment was originally posted on Twitter
Jun 4, 2009
at 7:56 am
Awesomitise: Discover the Radical Alternative to Searching for Clients http://bit.ly/OIQvN
This comment was originally posted on Twitter
Apr 24, 2010
at 3:56 am
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