During my days as an agent for creative directors, art directors and copywriters, I was asked by a large national brand to provide an estimate for tagline development.
When I quoted the fee, the woman on the end of the phone practically fell off her chair. “But it’s just 3 words” she gasped.
Here’s three words for you:
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I rest my case.
If you’re a freelancer or creative business owner, I’m willing to bet you’ve had similar conversations. Am I right?
Here’s the good news: when you hone your services, message and marketing to meet the needs of your ideal clients (those would be the ones who recognize your value and pay what you’re worth), by default, you dissuade the non-ideal prospects from even contacting you.
Read on for 5 ways to communicate your value, command higher fees, and get paid what you’re worth.
1) Ditch the labels
For example, if you’re a creative director it’s likely prospective clients (a) don’t know what that means or (b) they think they know what it means and project whatever version that is onto you.
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Either way, you’re now in a position of having to change their mind (almost impossible), justify or persuade them to your way of thinking.
The solution: ditch the label, and describe the problems you solve, who you solve them for, and the tangible results they get from working with you.
For example, instead of saying, “I’m a creative director”, try “I work with fashion brands to develop print, in-store and digital campaigns that resonate with their target customer, build brand awareness, and create a community of raving fans.”
2) Know what your ideal clients struggle with and how you are the solution
Your job is to get inside the head of your client, figure out what’s keeping them up at night, and create services or products that make their problems disappear.
Not sure what your clients struggle with? Ask them!
Once you know what their specific challenges are, communicate how you will solve their biggest challenges and what results they will get from working with you. People will pay for relief.
While clients respond much more to messaging that speaks to their needs, than hearing all about you and your process, there is a place for sharing how you’ll help them achieve the outcome they want.
Let’s stick with our creative director example. No client wants to feel like the chump who paid multiple six figures for a someone who swans around being “creative”, but they’re not quite sure doing what.
By clearly communicating what your client can expect throughout the process (be sure to make it about them, not you) you’ll help them feel much better about their investment.
4) Package and price your services to meet your ideal client’s needs
Clients are more likely to invest in you, if they see themselves and their challenges in your offerings.
If your specialty is creating digital campaigns that build communities of raving fans, and you’ve learned that your ideal clients are struggling to build an online following, create a package that solves those exact problems.
Not sure how to price your packages? Unfortunately, it’s not a stock answer I can offer in one short paragraph, but your pricing should be within the top 10% of your peers.
Do you want to get clear on your pricing? In my free guide I share my nifty rate calculator to help you get clear on your numbers.
Do you ask every client you work with for a testimonial? If you don’t, start now! Testimonials are a great way to offer social proof — meaning someone else, other than you is saying you’re awesome.
You should definitely display these on your website, as well as on your LinkedIn profile.
Bonus tip: ask a prospect to go to the testimonial page of your website before speaking with them, so they have a clear idea of who you’ve worked with, and what they got out of the experience.
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