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As a marketer, my goal is to persuade an audience to take action. Your goal as a freelancer is similar – whether you’re trying to convince a potential client to respond to your initial message, or trying to close the deal after the interview. So let’s combine both of these worlds. Here are three proven marketing strategies that you can implement in your job search to land more jobs (and better jobs) consistently and reliably – even if you’re up against 20 or 30 other freelancers.
1. Remove the risk
There’s a reason a lot of products offer some type of satisfaction guarantee. People worry about the worst-case scenario a lot during purchasing decisions, and they feel more comfortable buying if you remove the risk.
In your freelance job search, you’ll also close more deals if you make yourself seem less risky to potential buyers (clients). The best part? There are a couple of ways you can do this without having to offer a money-back guarantee.
Offer a clear, fair revision policy
A potential client is likely to be thinking, “what happens if the work they deliver is not what I hoped for?”
It’s nothing personal; it’s just human nature for them to worry about the worst-case scenario. You can put their mind at ease by having a clear revision policy that makes them feel safe and protected from this type of risk. Of course, you should protect yourself as well and have some type of guidelines/limitations on how many revisions are included.
Show them past results whenever possible
There’s no quicker way to put a client’s mind at ease than showing them great results you delivered for similar businesses (that last part is important – the more similar, the better). Invest time into organizing your past results into a freelance portfolio or a case study so you’re ready to highlight these accomplishments.
2. Be as specific as possible
Have you ever seen an online advertisement that said something like, “Learn how this stay-at-home dad earns $1,291.44 per week from his couch”? You may have laughed at such a specific number. However, there’s a good reason for this: precise numbers and facts are more convincing and more likely to be trusted.
So as a freelance job seeker, you can use this to your advantage by highlighting specific accomplishments, data and real results when selling yourself to potential clients – on your online profiles, in your proposals, and in your interview answers. To get started, gather data and metrics from your past work Here are a few metrics you can look for:
- Percent increases and improvements you contributed to
- Revenue you helped clients earn
- Cost savings
- Number of customers you helped clients acquire
- Any metrics related to your specific field of work (for example, if you’re a web server admin, your metrics might be server response time and website downtime)
3. Make it about them, not you
People in the advertising and marketing industry know that they’re going to lose their audience’s attention if they talk too much about themselves. If you see an advertisement online, you’re probably not interested in reading paragraph after paragraph about a company’s history, right? You’re interested in what their product or service can do for YOU… right now. And if you don’t see that, you’re going to keep scrolling and move on.
So that’s what good marketers focus on showing you as quickly as possible to grab your attention. Fortunately, you can do the same thing as a freelancer in your job search. Start with your proposals – instead of talking about yourself and giving clients a long history of your freelance career, try immediately talking about their specific problems and needs from the job posting, and then highlighting how your experience and past results will help you on this particular job.
Then on your Upwork profile and LinkedIn profile, take the same approach – write about how you can help your ideal type of client make more money or save more money (or reach whatever goal they’re typically looking to achieve when they work with you).
Here’s a trick you can use to make sure you’re doing a great job of this: After writing a proposal or other piece of content, run a quick search on the page for the word “you” (Control + F / Command + F), and note how many times the word appears.
Then go count how many times you said “I”. If you’re not saying “you” at least as much as you’ve said “I”, it’s a sign that you’re talking about yourself too much. By using these three marketing principles, you’ll receive more interviews and more job offers as a freelancer, so you can boost your earnings without having to send more proposals.
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