As a freelancer it is really important to keep the flow of new business constant. But if you’re self-employed and a one-man or woman band you’re likely left with little time to hunt for new business regularly. So it’s key to have your brand communication do the talking to new clients while you take care of the existing business. Positioning your website, LinkedIn, marketing material and pitches in a way that converts leads into clients has a huge impact on keeping that flow steady.
Your brand messaging should be simply put and easy to relate to. When the brain comes across information that’s too confusing it will automatically shut it off – if you confuse them, you’ll lose them. The ultimate goal is to tell your brand story in a way that the client can identify with and that illustrates your expertise. Don’t talk about you and your solution, but rather about your clients’ needs and how your solution will help with business survive or thrive.
Melonie Dodaro, a LinkedIn expert, author and B2B sales guru, has identified a 7 step roll out to tell your brand story in the best way possible, applicable it to all communication forms of selling your solution.
Identify the hero in your story – not you, but your client. Making their success your priority – this is the story you share. Connect with the individual that will be making the decisions– what is their desire? And then tie that desire to a basic need.
Basic needs includes –
- Conserving financial resources –the ability to be independent
- Conserving time – the ability to do what you want to do
- Gaining status and trust – the ability to improve perceptions
- Accumulating resources – the ability to make more money, secure talent and increase productivity
Identify the villain. What is the biggest problem they are facing? It doesn’t need be personified but can have human traits. Choose one problem and divide it into 3 levels –
- External – the impact it has on the business
- Internal – the feeling it stirs within the person
- Philosophical – the fairness and justness of it in the business world
Write about the clients problem on all three levels and how your solution can solve this problem.
Now it’s time to introduce the expert – you. Show empathy while showing authority, this creates trust, and people trust people who they identify with and who understands them. Share this by using statements like –
- I understand how it feels when…
- Nobody should have to experience…
- Like you, I’m frustrated by…
And, convey your authority by showcasing key things like –
- Awards and accolades
- High profile clients
Share the POA. This plan of action encourages the client to take the leap and commit to your solution. Having a plan in place clarifies how they’ll do business with you and reduces the sense of risk they may have. It tells the client what they need to be prepared for and makes the relationship less daunting. It guides them to:
- Purchase your solution
- How to make use of the solution after they buy it
- Or how to implement both
Present a bold call to action. Be sure to give clients this action to avoid having them miss the mark! Don’t sell passively and doubtfully, have full confidence in your approach and invite them to take that journey with you.
Use direct prompts like:
- Buy now…
- Call now…
- Email me at…
- Message me…
- Call me at…
Identify what is at stake. The desire to avoid pain is a great motivator to get a resolution to problems and people hate losing more than what they enjoy winning! Show your client the cost of not doing business with you and list 3 scenarios relevant to them. Failure could look like –
- Wasted time and money
- Not enough clients
- A slump in business
Highlight the success. Remind the client of what that success would look like and address those 3 levels we spoke about in step 2 and how they’ll be conquered –
- External – increase revenue and clients
- Internal – a feeling of accomplishment and relief
- Philosophical – delivering on promises
Describing it this way to the hero, they go from panicked and pessimistic to thrilled and triumphant in their own story.
Be sure to know who your idea client is, what their problem is, how you can help them and how their business will be transformed after working with you, and remember to KISS – keep it simple, stupid…