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Building your brand for freelancers and consultants

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Consultants and freelancers encounter unique challenges, participants will explore the ways to build a strong personal brand and market presence, and practice communicating the value of their time and expertise. Attract the customers you love working with.

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Building your brand for freelancers and consultants

  1. 1. Taught by Molly O’Kane Bloggerithm@gmail.com Building Your Brand Consultant/Freelancer
  2. 2. Why are you excited about this class?
  3. 3. My Promise to You 1. 6 Steps to Sales & Marketing for Freelancers/ Consultants 2. Branding 3. Resources In about 2 hours you’re going to learn:
  4. 4. Close your eyes and think of your best customer
  5. 5. WHERE? Who? Who are you trying to reach? The more specific the easy it will be What? What are they searching for? What words do they use on google & What signals buying intent? What are they feeling? Where? Where are they hanging out? Where are they doing research prior to purchase? WHO? WHAT? SALES HAPPEN & MONEY IS MADE WHEN.. Best Ideas all in One Place www.Bloggerithm.com/ Activity (5 minutes): Record answers for your best customer Who are they
  6. 6. Meet Molly Social Media & Marketing Consultant With over a decade of starting new programs from scratch, speaking, and most importantly, real-life, in- the-trenches business experience. I started helping small business owners over five years ago deal with the sometimes overwhelming marketing, advertising & social media aspects of starting a new business.
  7. 7. Attention: Step 1
  8. 8. How to get attention?
  9. 9. Know your customers better than they know themselves
  10. 10. You don’t matter or what your selling until you know what matters to them
  11. 11. The Headline- It’s Like you are reading my mind
  12. 12. Drunk Test- 5 seconds What do you offer How will it make my life better What do I need to do to buy it
  13. 13. Let’s look at an example
  14. 14. Small Group ACTIVITY (5 minutes) 1. Business Consulting: Storybrand https://storybrand.com/ or 17 Hats https://www.17hats.com/ 2. Software as a Service: AirBnB https://www.airbnb.com/ 3. Interior Design: https://havenly.com or https://www.modsy.com 4. Health Consulting: http://harmonyguyprograms.com/ or http://madeleineshaw.com/ 5. Law http://www.bronstein-carmona.com/ or https://www.ylaw.ca/ Look for 5 seconds and discuss as a group the answers the following questions: • What do you offer • How will it make my life better • What do I need to do to buy it
  15. 15. Your Headline Activity (5 minutes)- Write Down on a piece of paper 1. Headline. What is the end-benefit you’re offering? Attention grabber. 6 words or (between 50 to 75 characters is the best) 2. Sub-headline A specific explanation of what you do/offer, for whom and why is it useful. 2-3 sentence. Ideas: You know (problem)? Well, what we do is (solution). In fact, (proof). How You can effortlessly sell your home is less than 24 Hours. (Trigger Word + Adjective+ Keyword + Promise) “Manage personal finances at home”. (Mint.com), “Preserving fun memories.” (Kodak’s Funsaver), “Listen to music while jogging.” (iPod) (Action Verb + Object of action+ Contextual) “WE HELP BIG BRANDS SCALE WORDPRESS” Pagely.com (For+ Our Service/Product+ Will Solve)
  16. 16. Activity: Now trade with 3 partners (5 minutes each) 1. Keep your written value prop hidden (face down). 2. Let someone else read the value prop for 5 seconds. Then hide it from view. 3. Ask the person to describe, in their own words, what they think your product/service does and who it’s for in <15 seconds. 4. Rate their comprehension accuracy on a scale from 1-10. 5. Repeat this process at least 3 times. 6. Average your score. If it’s below 90%, improve your value prop and test it again with a new set of people.
  17. 17. Step 2: Know, Like, & Trust When people know you, like you & trust you, they’re way more likely to buy from you. Focus on relationship before you sell.
  18. 18. How to build “know, like & trust”? Content
  19. 19. The most important question you can ask yourself before you start a sales process is: Where are they now? Where is your prospect in this moment? What is there level of awareness?
  20. 20. Focus on the language of your prospects. Identify words, phrases, lingo, etc that your target demographic uses. Customer phrases Emotional triggers
  21. 21. Content How to Create Content Ideas for a new client Infographic by CopyPress
  22. 22. Some Examples: • EBooks • Podcasts • Guides • Landing pages • Blogs • White Papers • Quizzes • Checklists • Infographic • Case Studies • Surveys • Tutorials • Blog Article • Posts-Social • Webinars Content Ideas
  23. 23. Landing Pages & Lead Magnet • Lead Generation Landing Pages • Lead generation landing pages are used to capture user data, such as a name and email address.
  24. 24. Build a Tool/ Quiz/ Game- Collect Emails
  25. 25. Emails
  26. 26. Type of Website Description & Goal Lead Generation A website designed to generate phone calls, emails, or visits to a location E-Commerce A website designed to sell products or services through an electronic shopping cart Content A website designed to attract and retain a large base of loyal readers or subscribers. Customer Service A website designed to support customers who have already purchased a product or service.
  27. 27. Referrals/ Reviews
  28. 28. Types of Content
  29. 29. Keith Yackey
  30. 30. Use Stories about the prospect watching/ listening/ reading your story and thinking about themselves. Your story can change lives Make the customer the hero & you are the guide. Show the RESULTS people get from your products. Deliver massive VALUE. Demonstrate the LIFESTYLE they want.
  31. 31. More about stories Id the feeling your prospect are currently feeling. Id the feelings they want to feel Think about the stories you can tell to tap into those feelings at a deeper level Construct a bridge to take them from what they’re feeling to what they want to feel Make them feel as many of the different emotions as you can throughout your sales message. Build tension & desire, then allow them to release that tension by buying what your selling.
  32. 32. Aspiration Fear of doing nothing
  33. 33. Customers Must Believe THEY CAN GET RESULTS THAT YOU CAN HELP THEM.
  34. 34. Eight core emotions Pain, fear, guilt, shame, anger, joy, love & passion
  35. 35. It’s about the prospect. It’s not about you. Think of what they want. Create that feeling in them. Tell them what they’ll feel. Tell them what to do. But leave out the How.
  36. 36. mystorybrand.com Build the Story
  37. 37. Content Idea Brainstorm (5minutes) Best Growth Strategies & Resources www.Bloggerithm.com Showcase Your Products/Services Demonstrate Your Expertise & Educate Share Industry Updates explainer videos “how-to” Show your audience how to use new and innovative industry tools. Webinars/ Speaker Brand Storytelling Show what makes your business unique video presentations Inspire, sell a lifestyle or experience Behind the Scenes of the Company & products Provide relevant tips. Entertain, Funny Video Give your audience a glimpse into your business and personal life Share a story focused on an event you’re attending or hosting. New Product Sneak Peaks "A day in the life" videos Quotes presented using Snapchat art DIY tutorials Interviews Takeovers" by partners/celebrities Coupons
  38. 38. Break Time: 10 minutes
  39. 39. Step 3: Don’t rely on people to come to you. You must meet them where they are.
  40. 40. Step 3: Don’t rely on people to come to you. You must meet them where they are. Physically Where your buyers hang out? What websites What social media platforms Stores
  41. 41. Step 3: Don’t rely on people to come to you. You must meet them where they are. Also emotionally & mentally. Where are they in the sales cycle Are they aware of the problem Are they aware of a solution? Aware of your solution? Do they already know you or what you’re selling?
  42. 42. WHERE? Who? Who are you trying to reach? The more specific the easy it will be What? What are they searching for? What words do they use on google & What signals buying intent? What are they feeling? Where? Where are they hanging out? Where are they doing research prior to purchase? WHO? WHAT? SALES HAPPEN & MONEY IS MADE WHEN.. Best Ideas all in One Place www.Bloggerithm.com/ Activity (5 minutes): Record answers for your best customer Where are they
  43. 43. Step 4: Find Your Unique Position You must know what differentiates your service-based business from the competition. If you don’t see it, you must work at finding and naming it.
  44. 44. Your Offer Sell what they want, give what they need
  45. 45. What are they really buying? • People don’t buy insurance • They buy peace of mind
  46. 46. Example: Improve Dating Service Targeting Men • Wanted: pick up lines, weird routines, new clothes. • Needed: learn how to love themselves & increase their self worth
  47. 47. How to Read a bunch of amazon reviews Subreddit about your topics Forums Send surveys Read Facebook comments on threads about your topic
  48. 48. You want to hear “That’s exactly how I feel, I feel like you’re reading my mind.”
  49. 49. Step 5: Pricing & packages
  50. 50. Time=money
  51. 51. “ Charge as high a price as you can while keeping a straight face” -Dan Kennedy
  52. 52. Do math for them
  53. 53. Step 6: Find Your click moments When are buyers buying? What made up their mind
  54. 54. Click Moments for Ian Stanley 80/20 course • On my webinar trainings. Where I write an email live on camera. Over the shoulder. • The Poseidon Story
  55. 55. Get on the phone with customers
  56. 56. Here are some of the questions to ask buyers: 1. Why did you buy? 2. What was the moment you decided to buy? 3. We were the company you wanted to buy from? 4. Was there a specific piece of content or sales material that sold you? 5. What feelings did you want from the product? 6. What feelings did you have that drove you to buy the product? 7. what similar products have you bought in the past, if any? what did you like about them or dislike? 8. What result do/ did you want to get from this product?
  57. 57. What is a Brand? • A brand is the sum total of everything a company does. • From how it writes marketing copy to how it handles returns. • It is who the company is and why it matters.
  58. 58. Nail your message before you scale it https://harmonbrothersuniversity.com/nail-it
  59. 59. Colors, Fonts & logo https://99designs.com/blog/logo-branding/how-to-design-logo/
  60. 60. Remember: Marketing is a non stop experiment & You are Selling a Feeling https://www.flickr.com/photos/valiantize/
  61. 61. Contact Info: Molly O’Kane bloggerithm@gmail.com Visit: bloggerithm.com

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