The (3M)Cubed Marketing Formula for Success

Why YOU Can Stop the Marketing Dread Today

Everyone has to make decisions for themselves.  Even so, it’s sad to watch freelancers giving up on their dream and going “back to work.”  The money wasn’t flowing freely enough to live on.  

Were they not good enough?  That was never the problem.  Usually their issue comes down to marketing.   

People hang up on marketing in three areas.  Mindset, method, and message.  Once those are straight, only then can you apply the compound factor and leave the other job in the dust.  You can even use this to moonlight until you've replaced your income.

Mindset

Problem:  Frequently, when the subject of marketing comes up, unless marketing IS what you do, people groan.  Why is that?  And what if it doesn’t have to be that way?  Let’s dive in.

It feels terribly boastful to say what a great solution you can provide for someone.   It also feels like you are begging for work.

Mental shift:  Someone out there is looking for someone exactly like you.  If you don’t give them a way to find you, they may be stuck with a solution that doesn’t fit nearly as well.  (And if you have to beg, they aren't the right client for you anyway!)

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Problem:  There’s so much advertising out there, it feels like spam.  People don’t want another unsolicited ad.

It’s true there are many ads out there.  Untargeted ads by inexperienced business owners merely waste money.  Mass mailings may not make it into the inbox if they aren’t white-listed. 

Mental shift:  Sometimes people don’t know they need you.  They barely have time to quantify the problem, let alone figure out a solution.  Your marketing effort to the right person, at the right time, will be a breath of fresh air.  Real relief.  You are saving them time and money with your solution.

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Problem:  I know I need to make money to be able to pay the bills, but I’m uncomfortable with the whole money thing.  I don’t want to become one of those “rich” people.  “Money is the root of all evil.”

Many people have hang-ups about money.  By the way, the verse actually says that the LOVE of money is the root of all evil. 

Tony Robbins said, “As long as you’ve got negative connotations to “rich,” your chances of achieving the wealth you desire are slim to none, because at an unconscious level, we all move toward the identity that we think is aspirational. As such, if you have a negative belief about money and you begin to have some monetary success, you will unconsciously sabotage your success to remain congruent with your deep-seated beliefs.”

Mental shift:  Many fantastic, down-to-earth people are also wealthy.  Holding yourself back from earning means restricting yourself from greater giving.

If your character is good, and if you give at the financial level you are at, you likely have no worries in that department.  The key is staying humble.

Once you have the mindset shifted to allow success, you are one step closer to being able to apply the compound factor.

Method

Problem:  I hate (fill in the blank with the marketing method you may believe you have to use.)           

There are many methods.  Some work better than others do.  It will depend on your prospect.

Solution:  Hate cold calling?  Email is your best friend.  Hate awkward networking meetings?  Learn to use LinkedIn resourcefully.  Hate email?  Make a video sales letter.  There are several ways to reach your prospect.  What works for your industry?  Within those, what fits your personality best?

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Problem:  I’m just starting out and I don’t have a track record.

Developing credibility is a big deal.  Fortunately, it’s easily accomplished.

Solution:  Creating articles, blog posts, v-logs about aspects of what you do is a great way to let people know you understand their needs.  LinkedIn is a platform you can use to create influence as well as network with prospective clients.   Connections that don't need your services can recommend you to people in their network who do.  Ted Prodromou's book on LinkedIn is incredibly useful if you want to build your business quickly.

Using your best method helps you want to be in the marketing game.   

You are almost ready for the compound factor.  However, let’s check one more thing.

Message

Problem:  I’m using a marketing method I like, but people aren’t responding.

Solution 1:  Get yourself in front of enough people.  Marketing is a numbers game.  Keep getting your marketing in front of people. 

Solution 2:  Get yourself in front of qualified leads.  Getting 100 ads out to a general audience reduces likelihood of success.  Why?  Most of them don’t use what you offer.  If you target your audience based on people who are likely to use what you offer, your success rate goes up.

Solution 3:  Correct your market message.  If you are getting yourself in front of enough qualified leads and aren’t getting a good response rate, you may be missing what I call the personal SEO.

Each market has its own keywords.  Travel isn’t just transportation, lodging, and food.  It’s about the experience.  That’s why people really travel.  An app isn’t just about functionality.  It’s about time - effort saved. 

Use the keywords that tap into what your prospect really wants to get their attention. 

They may be searching for a copywriter for their building fundraiser.  

They've been making do with a multi-purpose room for a long time.  What they really want is the satisfaction of sitting down and watching their amazing drama students perform on stage in the brand new theater with professional quality sound and lighting.

You are marketing to make ideas and dreams come to life.

Now that you’ve tapped into the personal SEO and are using the methods they respond best to, you are ready for the compound factor.  However, don’t be fooled by the simplicity of it.

The Compound Factor

Consistent Frequency

Yes, it really is that simple, once you have the other parts in place.

Think of your marketing like water in a pipe.  The water flows right along.   If you market like crazy and then stop because you work, guess what happens?  You get to the end of your projects and the money stops coming in.  It’s like having air in the system.  The water sputters and spurts and doesn’t come out – just like the money once your work dries up.

Steady marketing means getting booked up and staying booked up.  Don’t be afraid of making someone wait.  The best clients know that the best are in-demand.  They plan and book freelancers well-ahead.  To the extent that they can’t, they might ask to pay to put you on retainer if they’ve established a good relationship with you.

Obviously, if your marketing pipeline is empty, you will market a lot more now than you need to later.  However, marketing never stops completely or you risk dry spells that wreak havoc on your cash flow.

Bottom line?  As a short daily habit or a longer weekly habit, marketing will be your best friend when you (3M)³ your process.

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To Website or Not to Website

8 Reasons Why You Need a Website

So you are thinking about building a website.  It’s a daunting prospect with many choices and technological challenges.  It can be rather expensive.  It’s enough to scare a person away.

“Can’t I Just Use Social Media?”

There ARE some business models using social media.  LuLaRoe is an example of a Facebook sales model, using online “events” to sell.  Many of us do something needing more than a Facebook page.

Some writers only use LinkedIn, and do decently.  Others struggle to make it work as the only web presence for their business.   

 What About Fiverr or Similar?

Whatever you do, don’t look to places like Fiverr to do your marketing for you.  The extremely low pay isn’t worth it.  You’ll never receive the respect or pay you deserve doing those kinds of jobs.

What you really need is your own “storefront.”  It gives your ideal prospect all of the reasons they need to select you for the work they need done.

My Eight Reasons Why You Need a Website

1. It says “professional.”  Someone who has invested the time and/or money into building a website is serious.  Your business is not a temporary operation.
2. It gives you a “professional” email.  I know I already said professional, but I’ve heard so many people say this, including the guy that sold me my computer.  They don’t take a “business” seriously, considering it a hobby at best, if they can’t be bothered to get a professional email.
3. It gives you a space to reach professionals who lack patience for LinkedIn.  Some people agree that social media is great for connections, yet mostly avoid it as a time-waster.
4. It gives your prospects your information, allowing them to qualify themselves for your services based on what they learn.  This saves both of you time.
5. It gives you a platform to display samples of your work.
6. It gives you a place to create an online schedule so they can set up appointments without the wrangling back and forth by email over when they are available.
7. It gives your prospects a fast and easy payment solution, particularly if you expect partial pre-payment to get started.
8. It’s available 24/7.  Did you take a holiday?  Maybe your prospect is trying to get ahead of the ball (or play catch-up) and is looking for someone like you.  You don’t have to miss the opportunity because your website is open for business any time of day or night.

There are more reasons, but you get the idea.        

Get Taken Seriously

Give your prospect ample reasons to take you seriously.  Show them why you are the best solution for their problem with a simple website. 

Next week, I’ll talk about what sort of things you need on your website to show off your freelance business.

Weekly Challenge

I spent the past week working with a non-work related project, doing work around the edges as I could.  I see God’s hand in it and the project is out of my hands. 

I’m making progress through the 80/20 Sales and Marketing Book as well as the Information Marketing Book.  Both are very interesting.

This week, I’ll be working through American Writers & Artists Inc’s Build Your Freelance Website in 4 Days.  (I don't have any affiliate marketing agreements right now.  I'm just sharing this because I find it incredibly helpful - more on that next week!) I’m working on the writing portions this week and I’ll play with the techy stuff next week.

School of Freelance Hard Knocks: Email

The Email Mistake You Don’t Need to Make

Funny thing happened today.  

I was researching to see how a process worked.  One thing led to another, then another.  I found myself in a quagmire and I hadn’t even started writing.  So let me tell you what happened.  Hopefully it won’t happen to you.

The topic of today’s post is about your email address.  It can hurt if you don’t take this seriously.  I dislike that it’s a thing.  Ignore at your own risk.  

So, I learned I had a problem.  When I started to take steps to correct is, I discovered I had a bigger problem.

Where It All Started

Last fall, I opened up my business entity, a sole proprietorship.  I wanted to have some business cards to hand out at the conference I was attending in Florida in October.

I remember getting overwhelmed and not understanding business entities very well.  What I did understand was that it was easier to start a sole proprietorship.  Cheaper too, which was a plus.  I could always change it later, right?

So I was still finishing my coursework.  Time got away from me.  More classes to take.  More ways to put off the big scary thing:  asking for pay in exchange for services.  But I digress.

The more I talk to other business owners, the more I’m convinced I need to form an LLC.

A Small Detail

Why is that an issue today?  I'm dealing with email, right?  

Well, I need a domain name to deal with the email issue.  Looking into the domain issue, I discovered someone else has my business name as an LLC.  

If I stay as a sole proprietorship, I’m fine.  However, I’d rather avoid the confusion, where possible.  

I haven’t done a lot of marketing yet aside from networking on LinkedIn.  If I’m going to change my name, now is the time to do it before I have stationery printed.   I need move forward meaningfully with my workshop in a couple of weeks.  

I would have been wise to consider this last fall, but here I am.   Moving forward, feeling farther behind.

Progress Killer

So … to get my email, I need my domain.  To get my domain, I need my new business entity set up.  Instead of simply getting a domain and getting my email set up this morning, I’ve been researching business names.  

Choosing Email Wisely

Like anyone pursuing a new career, I’m busy.  Focused on important details of skills growth, forming a business entity, bank accounts, etc. - who cares what my email address is!  It’s the quality of what I produce that counts, right?

People I’m currently working with don’t seem to be bothered in the least by my email address.  Then again, it’s a labor of love (otherwise known as pro-bono.)   

Why should I worry about what my email looks like?  Turns out it could be costing me clients.

Email as a Statement

Quite a few business owners and people with hiring power talk about this.   They don’t take someone seriously without a “professional” email address.

Late last week, my new computer guru echoed the sentiment.  He added that it’s cheap to get a domain.  You don’t even have to set up the website.  Just use it to create your email.  You can even use Gmail to do it. 

But his bottom line?  People aren’t serious about their work if they don’t have a professional email address.  An email address makes a statement about a business before opening the email.  That statement could cause it to be deleted - unread.

Unfair?  Sure.  Facing a full inbox, it’s not surprising someone looks for  dis-qualifiers to tame the monster.  You don't want it to be yours, right?

Getting Out of Email Purgatory

By now, you’ve already figured out your Yahoo, Hotmail, or Gmail address isn’t going to cut it.  You need to buy their business services to use the email client you are familiar with, while presenting your best professional persona to your business contacts.  

There are some freebies out there, but user complaints suggest non-existent customer service and terrible spam filtering make paying worthwhile. The technology might not be as helpful as you are used to.  Definitely worth the time to do the research if you want to use a free option.

Oh, and choosing your business name now might be better than changing it down the road. 

Weekly Challenge

I ended up getting a used laptop last week.  I was determined to buy new.  However, my husband asked me to give a local company a call.  Listening to the owner on the phone, I was convinced a used one he had was worth a look. 

Servicing local businesses for the past twenty years, it made sense to buy from him.  Next time, I’ll probably buy new from him.

Now I need to get it set up and start working tutorials.  I get to learn programs I’ve never worked with before.  That can only help me move forward more effectively.

I chickened out of my weekly challenge this past week.  I worked on other parts of the assignment but not the calls.  I decided I’d better get a professional email address first.  What I didn’t realize was I needed to call a lawyer first.  Isn’t starting a business fun?

My weekly challenge is to get the ball rolling for my new business entity so I can get a domain, email address …. logo, business card, etc.

When Distinguishing Your Business is Tough

What I’m Doing to Promote My Freelance Service

I think it’s easier to market other people than myself.  It’s easier for me to believe what others have to say.  Looking at myself, I tend to magnify my flaws and forget I have something to offer - something that may be a huge benefit to someone else.  

It’s even worse if I haven’t done a thorough market analysis.  Last weekend I was thinking it would be easier to work in real estate because of another venture I’m involved in.  Maybe I could do newsletters so that it’s a consistent type of writing each month.  

I could search the local websites for the community my realtor is in to provide that hometown feel.  Throw in  relevant stats like current mortgage interest rates. Write to reflect their personality.

Competition is Fierce

Digging a little deeper, I realized two things.  First, there are already services out there like that … for cheap.  See the snippet below.  $13?!?  Yeesh!  It lacks the personal touch because it’s a plug and play service.  And what if someone else in the same area is using the same service.  How embarrassing to have the customer get the same thing from two realtors with no connection to one another! 

A Snippet of the Search I Did

 The real estate professional would need to alter some material for the individual touch.  Some services allow that for a higher rate, yet still cheaper than I could offer.  Since I don’t have “cheap” to offer, how would I market myself to provide value to match the rate I would need to charge?  Would they see the value?  Would their customers appreciate the difference?

Those are details that could be overcome except for this:  my heart isn’t in financial.  A well-done newsletter in that field must include financial.  The thought of writing financial on a regular basis dries up my virtual pen.  

Back to the Drawing Board

My passion is in personal development. Where there is deep interest, where I believe in something, I make pixels come alive.    I know how much I have benefited from people who have developed books and websites.  I've lost count of the many webinars and YouTube videos I’ve watched, hungry to learn that nugget that takes me to the next level in whatever I’m learning about. 

I want to share that satisfaction with others by writing for those who have conferences and other instructive materials.  I want to help newer, less established people who have something to contribute to the greater conversation.  I want to do that by writing their sales material and whatever they need to get noticed.

What Makes You Special?

To do that, I must be able to answer the question, “What makes you different than any other copywriter?”  I can talk about how passionate I am about this field.  I can talk about where I trained - though I’m hardly the only one. I can talk about how passionate I am about this field, yet there are other passionate writers, too.

Crafting my unique selling proposition (USP for short) needs to be more about what I can do for them.  How well do I understand their pain points?  How does what I do help them solve their problem?  What is in my background that is uniquely suited to doing an excellent job for them?

I am digging into the research this week so that I can answer those questions in a powerful way.

How have you distinguished yourself in your market niche?  Was it easy or hard for you?