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.

1. Taught by Molly O’Kane
Bloggerithm@gmail.com
Building Your Brand
Consultant/Freelancer

3. Why are you
excited about
this class?

4. 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:

5. Close your
eyes and
think of
your best
customer

6. 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

7. 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.

8. Attention:
Step 1

10. How to get attention?

11. Know your
customers better
than they know
themselves

12. You don’t matter or what your
selling until you know what matters
to them

14. The Headline- It’s Like you are reading my mind

15. Drunk Test-
5 seconds
What do you offer
How will it make
my life better
What do I need to
do to buy it

16. Let’s look at an example

17. 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

18. 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)

19. 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.

20. 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.

21. How to build “know,
like & trust”?
Content

22. 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?

23. Focus on the language of your prospects. Identify words,
phrases, lingo, etc that your target demographic uses.
Customer phrases Emotional triggers

24. Content
How to Create Content Ideas for a new client Infographic by CopyPress

25. Some Examples:
• EBooks
• Podcasts
• Guides
• Landing pages
• Blogs
• White Papers
• Quizzes
• Checklists
• Infographic
• Case Studies
• Surveys
• Tutorials
• Blog Article
• Posts-Social
• Webinars
Content Ideas

26. 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.

27. Build a Tool/ Quiz/ Game- Collect Emails

28. Emails

29. 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.

30. Referrals/
Reviews

31. Types of Content

32. Keith Yackey

33. 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.

34. 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.

35. Aspiration
Fear of doing nothing

36. Customers
Must Believe
THEY CAN GET
RESULTS
THAT YOU CAN HELP
THEM.

37. Eight core emotions
Pain, fear, guilt, shame, anger, joy, love & passion

38. 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.

39. mystorybrand.com
Build the Story

40. 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

41. Break Time: 10 minutes

42. Step 3:
Don’t rely on people
to come to you.
You must meet them
where they are.

43. 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

44. 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?

45. 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

46. 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.

47. Your Offer Sell what they want,
give what they need

48. What are they really
buying?
• People don’t buy
insurance
• They buy peace of mind

49. Example: Improve Dating
Service Targeting Men
• Wanted: pick up lines, weird
routines, new clothes.
• Needed: learn how to love
themselves & increase their self
worth

50. How to
Read a bunch of amazon reviews
Subreddit about your topics
Forums
Send surveys
Read Facebook comments on threads about your
topic

51. You want to hear
“That’s exactly how I feel, I feel
like you’re reading my mind.”

52. Step 5: Pricing & packages

53. Time=money

54. “ Charge as high a price as
you can while keeping a
straight face”
-Dan Kennedy

55. Do math for them

56. Step 6: Find Your click
moments
When are buyers
buying?
What made up their
mind

57. 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

58. Get on the phone
with customers

59. 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?

60. 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.

61. Nail your message before you scale it
https://harmonbrothersuniversity.com/nail-it

63. Colors, Fonts
& logo
https://99designs.com/blog/logo-branding/how-to-design-logo/

64. Remember:
Marketing is a non stop experiment &
You are Selling a Feeling
https://www.flickr.com/photos/valiantize/

65. Contact Info:
Molly O’Kane
bloggerithm@gmail.com
Visit: bloggerithm.com