11/01/2024
Yesterday was my work anniversary. Here are 13 tips after 13 years of being self employed in case you are interested in starting your own company. :-)
1.) Positioning:
Many founders think that "there is nothing special" about their business when they first start. They are all wrong. YOU being the way you are is already making your business "special"!
There might be 10 or 100 other people that are competing with you for any particular gig, but the way you are IS an important factor in business. People will sign with you because they like YOU. There is nothing wrong with that and you should not feel bad if you're closing deals because of it.
2.) Finding your first clients:
What helped me was attending networking events. It's easy making personal connections and people will come back to you if you're not trying to "hard sell". Actively listen to what someone is needing and try and find a solution that works _for them_. Which might even mean you tell them that you're not the right choice.
More often than not, they will pay your karma points and refer you to someone that might be an even better fit for your business!
3.) Identify with / "live" your business:
Don't be afraid to talk about your business - identify with it. That means that if you're meeting some new people at a birthday party and someone's asking you what you're doing, don't stop at "I'm a freelancer". Make it obvious that you LIKE your job. Tell them about the problems you're solving for people. I don't go to parties expecting to score a client, but it has happened a number of times as the topic just came up during conversation and I didn't mind talking about it.
Don't forget to have a business card with you wherever you go.
4.) Package your services:
If I'm selling someone "2 hours of my time to set up Google Analytics for them" and then charge them 200 EUR, they'll be mad and I'll have to have a discussion why my hourly rate is 100 EUR when they only charge 50 EUR for their services, whatever those might be.
Instead, sell someone "I'm updating your website and allow you to track the movements of your visitors so you can better understand which contents are connecting with someone and how to grow further. I sell this as a package deal for 250 EUR".
They will see the VALUE it provides for them instead of doing maths in their heads how long they need to earn 250 EUR. It's basically a way to shift the conversation and make sure the client stays "on track" instead of drifting off into "feeling sorry for themselves"-mode.
5.) Use your knowledge to create easy upsells:
If you are answering the same questions to EVERY NEW CLIENT (e.g. "how do I connect my newsletter to my new website"), record what you're doing, add some more value (include a checklist with the next 10 items they should be doing afterwards, etc.) and sell this as an add-on to your regular work. It's the easiest upsell in the work.
And it's a good start to get out of the typical trap that freelancers tend to fall into: That if you want to earn more money, you need to work more hours. Instead, you need to build a PRODUCT (like an online course) and then sell the product instead of your hours.
6.) Find a way of working that works for you:
There are 2 core ways in which people tend to be working
a) super streamlined (focusing on ONE TASK at a time and not getting distracted. After being done with it, tackling the next task)
b) chaotic (starting one task, then checking mails, then coming up with an excuse to start yet another task, etc...)
I'm falling into category b). This has bothered me for the longest time. I met a coach, he told me about these two categories and he then didn't start telling me how to become a person falling into category a), instead, he asked me whether I'm having a problem with being in category b).
It was the first time anyone suggested to me that there isn't necessarily anything wrong with me. It was quite a difference maker for me...
Long story short, he told me that he's also in the same boat, but he just got used to it and it no longer bothers him. He'll hire some people that can work more streamlined and he's using his chaotic ways to come up with plenty of creative ideas for his company that will help him succeed.
What I did was starting to livestream my work on twitch (nexTab_de). Now that people are watching me working on websites, I no longer start checking out facebook during the day... I'm very focused while I'm streaming and I'm doing it for up to 5 hours at a time.
Obviously, this isn't for everyone, but I'm trying to show you that there are ways where you can turn your supposed weaknesses into strengths. I'm super happy that I get to interact with the chat every once in a while as it's satisfying my weird craving of doing "2 things at the same time". It doesn't take forever and I can quickly get back to my work. And I even get help from some of my viewers every now and then.
7.) Start meaningful cooperations:
I'd set up a website for someone who's selling online courses and in them, she told their clients how to succeed online. She's also creating plenty of content. 30% of her clients that enrolled in one of her courses ended up approaching me to work for them as well.
8.) Stay away from these clients:
NEVER take "we can't pay you right now, but we're offering you a stake in the company" gigs. Unless you are really, really, really convinced that it will take off (if you are, talk to somebody else you're trusting and explain the business model. See if THEY will get excited. If they don't, listen to THEM and not to your gut). I've done this a couple times and the people that don't know how to secure money for their company are not exactly the next Jeff Bezoses of the world. Also, this feels like a good link for this: http://shouldiworkforfree.com/
9.) Focus on your strengths:
Don't be the jack of all trades, master of none. I'll never be getting really good at bookkeeping, so I'm outsourcing that as much as I can, etc.
10.) Build your personal brand:
Post articles on your website where you're making it obvious that you know what you're talking about. Do videos if you can. Have your videos on YouTube link to your website.
Go into groups and ask if you can share your contents there. Don't be afraid to get the word out... even if you feel like your stuff isn't perfect. Unless you're working in medicine: Ship first, fix later. / "Done is better than perfect."
11.) Get a website:
Seriously. If you don't have a budget, start with something like Squarespace, use one of their templates, work in your own contents and you're OK to go.
12.) Have an actual online marketing strategy:
Your website can be more than just a virtual business card, it can generate jobs for you. Give away parts of your knowledge for free, e.g. as a .pdf that people can get when they sign up for your newsletter (here are my 10 tips on how to ...).
Then write meaningful content and publish it on your website (see above). Build a community. Try and imagine what your perfect customer looks like and how he / she would like to be talked to. Communicate in precisely that way => You will attract more of your favorite clients.
After you gave away so much value for free, people will feel like they "owe you". Then start advertising your online course and sell it to members of your community; they'll be happy they can "pay you back" for all the value you provided for them.
13.) Webdesigner specific advice:
There's a lot of clients that simply do not KNOW that your job doesn't end after you've put the website online. They might be interested in you helping them keep their website updated, but for whatever reason, they don't tend to ask you about it.
Offer them retainer contracts where you make sure that their website's up to date, you create backups for them and if any bugs arise after you updated plugins, theme and WordPress, fix them (without charging additional fees). Such a service can be valued between 60 EUR / month and up to 250 EUR / month depending on the clients needs. Some have online stores that are super important for them to be up and running, so they won't hesitate paying you what might sound like an astronomical sum for such a "small" service. Again, have it depend on how the client will VALUE your service.
Who's ready to stop working for free? Hopefully you are! If you have any doubts, consult this handy chart below. Start in the middle and work your way to your answer!
