Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The powerful freelancer (2014)

8,800 views

Published on

Slides from my presentation on being a powerful freelancer, that is positioning your business at expert level

Published in: Education
  • Hi Marta, this is so very helpful. I really do not have a good head for financial planning, but little by little, tweak by tweak, I am getting there. I was wondering, what do you mean by operational goals (slide 9/21)? And, also what programme do you use for to-do lists? I use a good ol' Paperchase planner, but want to go digital. Hope that your PhD has started really well - you deserve it. Christina
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

The powerful freelancer (2014)

  1. 1. The powerful freelancer: positioning your business at the expert level Marta Stelmaszak May 2014
  2. 2. Main themes today Expert Future of work Niche Positioning Dis inter mediation Mindset Value
  3. 3. About the speaker • Polish – English translator and interpreter • Based in London • BA, PgCert in language-related disciplines • MSc in Management, Information Systems and Innovation • Training in marketing, e-business, economics • Certificate in business mentoring • Publications, presentations, articles • www.wantwords.co.uk/school • @mstelmaszak
  4. 4. The future of work?
  5. 5. The future of work?
  6. 6. The future of work?
  7. 7. The future of work?
  8. 8. But how do we make sense? … and how do we reply?
  9. 9. Becoming an expert
  10. 10. What does it mean to be an expert? Expert: someone who has a defined set of skills and experience who is recognised as a thought-leader in the industry, engages in problem- solving and devotes time to share experience to build trust. © 2003 John Storm
  11. 11. What does it mean to be an expert?
  12. 12. What does it mean to be an expert? • What do we understand by expert positioning? Expert: someone who has a defined set of skills and experience who is recognised as a thought-leader in the industry, engages in problem-solving and devotes time to share experience to build trust. Positioning: means that others instantly recognise you as the expert and authority in your field.
  13. 13. What are the benefits? • Why do professionals want to position themselves as experts? • Stand out in a crowded market (become the go-to expert, the obvious choice) • Become the prize (you don’t chase, they all come to you) • Get media attention (for marketing or just the pleasure of it) • Deliver results (your expertise is listened to and used) • Charge higher fees (people pay for the extra expert value) • Gain partnerships (new opportunities and audiences) • Satisfaction and fulfilment (being one of the best in your field) • And why do you want to position yourself as an expert? Tweet #expertxl8
  14. 14. What are the benefits?
  15. 15. Step 1 Become the expert • Think • Feel • Act • Master the topic • Create your niche
  16. 16. Step 1 Become the expert
  17. 17. Step 1 Become the expert
  18. 18. Step 1 Become the expert • Three competitive strategies • Cost leadership – Target average customers for mass market - little differentiation – Key functional areas are manufacturing and materials management – High volume, low margin approach – Defence against five forces – Relentless drive to cut costs might compromise value that customers desire • Differentiation – Target customers in smaller, well-defined segments who are willing to pay premium prices – Low volume, high margin approach – Must have unique attributes (actual or perceived) - quality, sophistication, prestige, or luxury • Focus – Serving the needs of a particular segment or niche of an industry such as a geographical market, type of customer, or product line – Focusing may be successful when a firm possesses intimate knowledge about a particular segment
  19. 19. Step 2 Position yourself as an expert • Identity • Authority • Expert hub
  20. 20. Expert positioning
  21. 21. Step 2 Position yourself as an expert • What is a niche and niche marketing? • Step One: Identify the audience • “When you choose a niche audience and take the time to understand their needs deeply, a whole new world of options opens up to you.” (Ch. Ducker) • Ideal Customer Avatars • Client segmentation • Step Two: Research your niche market keywords • Find out what they’re talking and asking about • Larn their language
  22. 22. Step 2 Position yourself as an expert • Step Three: Analyse the competition • Or other players on the market • Find out what you could be doing better • Unique Selling Point • Step Four: Research industry trends • Translation-related (more info in my articles) • And more importantly, related to your industry
  23. 23. Step 3 Promote yourself as an expert • Services • Marketing • Selling
  24. 24. Promote yourself as an expert - agencies • Just a little bit of profiling… • Let’s describe a typical project manager
  25. 25. Promote yourself as an expert - agencies • Value • Define your specialisms – the first step • Define the area of expertise and taking the plunge • Get certified • Engage in Continuing Professional Development • Train in the specialist area • Develop a portfolio • Relations • Show an unprecedented level of professionalism • Make sure they know you’re busy • Keep them updated
  26. 26. Promote yourself as an expert - agencies • Authority • Show updated profile • Speak at translation industry events • Engage in Continuing Professional Development • Create a good cover letter • Passion • Share your passion with them • Speak at industry events and let them know about it • Trust • Gather testimonials • Contact them by phone or in person
  27. 27. Promote yourself as an expert – direct clients • A bit of profiling again • Let’s use my example
  28. 28. Promote yourself as an expert – direct clients • Value • Define the area of expertise and taking the plunge • Train in the specialist area • Join specialist organisations • Read the same journals and magazines as they do • Use case studies • Relations • Accept the fact that you are an expert • Create an expert hub • Be hard to get • Associate with success • Talk to clients, visit their events, join their organisations, present at their trade fairs, write for them
  29. 29. Promote yourself as an expert – direct clients • Authority • Present, write, blog, speak • Make press contacts and appearances • Create your expert story • Create an expert hub • Passion • Get involved • Become a platform • Start an organisation • Do pro bono work • Trust • Gather testimonials and organisations • Increasing trust through your expert hub
  30. 30. How they managed to… - Marie Forleo (http://www.forbes.com/sites/carisommer/20 12/02/22/when-youve-got-it-flaunt-it-a-case- study-on-marie-forleo/) - Jackson and Willson http://jacksonandwilson.com/
  31. 31. Take away - Become the expert - Position yourself as an expert - Promote your expert business Marta Stelmaszak www.wantwords.co.uk marta@wantwords.co.uk @mstelmaszak

×