Be Your Own Boss!
Thatâ€™s the dream and goal of every aspiring freelancer.
To be the one who decides how you are paid and the hours you work. WHEN you want to work.
But is freelancing only about achieving work-life balance and controlling your time, money and lifestyle?
To be perfectly honestâ€¦
It depends on you.
What do you want to achieve for yourself?
You see, many aspiring freelancers and entrepreneurs rush into starting their own business without a clear direction of what they want to achieve.
They rush head-in to business without knowing whatâ€™s lying in the dark waiting for them.
And the reward for their efforts?
They find themselves burning precious resources chasing after their dreams. No, Iâ€™m not talking about burning their savingsâ€¦ Iâ€™m talking about the one resource more import than moneyâ€¦
The hours they could have put aside to hone their skills. The days they could have put aside to gain more knowledge and experience. The months they could have earned a decent income from active employment.
So Why Do Most Freelancers Struggle In Their Business?
They didnâ€™t build their marketing story. A message that positions them as an authority in their industry. A story that makes their prospects yearning to work with them. They haven’t built their prestige.
Positioning: The Battle for your Mind.
Although published some time backâ€¦ the key concept is still applicable in todayâ€™s market.Â (even if youâ€™re a one-man show or a solo-preneur)
Inside the authors explained whyÂ having a strategic positioning in your business.
To capture the very limited attention space in your prospectsâ€™ minds.
This is where most new entrepreneurs get it wrong. They look at their product and offer and think of creative ways to make their prospects buy.
Instead it should start with looking at your prospectsâ€™ minds.
What are they thinking of, what are their desires, and what problems do they need help solving.
How Freelancers Can Build Prestige WithÂ Positioning Strategies
If all these sound new to you, it is perfectly normal at this stage. But thatâ€™s the beauty of this strategy.
Because most new business owners (and many experienced businesses) donâ€™t invest time to build up their brand prestigeâ€¦
There is plenty of opportunity for those who do.
If youâ€™re a graphic designer, how do you position yourself to your clients?
Do a quick search for graphic designers in Singapore and youâ€™ll find sites offering a whole range of services.
Things like branding, events design, online marketing, prints, adverts, web design and so on.
In fact this is one of the most common positioning many business owners try to adoptâ€¦ a one stop hub for all design services.
Sure it could work for a bigger company with lots of resourcesâ€¦ but if you were operating on your own or working with a small groupâ€¦ you also need to think of your available resources.
Contrast this with a designer who is more specific.
For example letâ€™s look at a designer who focuses on FMCG (fast-moving consumer goods) design work. By showing case studies and portfolio of work she has done for businesses in this industry, her clients are more likely to engage her services.
She understands the challenges businesses in the FMCG industry face and she hasÂ the answersÂ they’re looking for. In their minds, she has authority, she has prestige.
This is whyâ€¦
Specialists ALWAYS Charge & Earn More Than Generalists.
Think of your doctors. Between a surgeon and general practitionerâ€¦ who charges a premium?
Would you prefer to go to an ear specialist or your local G.P for hearing problems?
So if positioning is such an important strategy for businessesâ€¦
Why arenâ€™t more entrepreneurs and freelancers applying positioning in their businesses?
2 simple reasonsâ€¦
The first is that they were never taught positioning. No one had ever taken the time to point out such a critical strategy for their business.
The second and more common reason isâ€¦
Many entrepreneurs are afraid of â€œlimitingâ€ their customers.
By specialising in one area, they fear that they areÂ pushing potential clients away.
But hereâ€™s the thingâ€¦
This is your marketing message. Your story.
By positioning yourself as an expert, you become more desirable. In fact, you get to earn PREMIUM PRICES!
Sure you may lose a few prospects but the amount you can now charge will easily more than make up for it.
Think about itâ€¦
Would you rather work yourself to the neck every month earning a certain amount or would you rather earn the same amount doing half the work?
That is the true power of positioning.
So if you would like to start seeing the influence positioning will have for your businessâ€¦
I encourage you to grab a copy of PositioningÂ and start reading every word of it. (It will give you the winning edge over your competitors)
And if you’re on my list… Iâ€™ll be referencing some of the strategies from this book quite often so you definitely donâ€™t want to miss out.
But in any caseâ€¦ hereâ€™s a couple of questions to help you think of your business positioningâ€¦
- What do your customers think about when they hear your brand/name?
- How is your brand/name/story different from your competition?
Think about these 2 questions and if youâ€™re on my list, weâ€™ll dive into them again. (If you have not already registered, you might want to do so here)