I know freelancers who have exceptional talent, but create websites for their freelance businesses that make them look ordinary.
I know freelancers who suffer from “imposter syndrome” and constantly worry they aren’t good enough to work for large clients.
I know freelancers who start their business day with a snapshot of their very worst selves in their minds.
This is all about self-confidence and self-esteem.
It’s understandable. We all have days when we feel down, or bad about ourselves. We might have days and weeks when we feel very little confidence in ourselves and our abilities.
That’s OK. It’s normal.
But what isn’t OK is to have that “worst you” finding expression on your website or in other marketing materials.
That would be like McDonalds taking a regular photo of the actual Big Mac you and I buy, and then using it in their marketing materials. That wouldn’t do much good. So instead they set up in a fancy photographer’s studio, and put together a burger that makes the Big Mac look as good as it could possibly be. Actually, the photos look a lot better than a real Big Mac could ever be.
The same goes for marketing cars, shoes, vacations, or anything else.
The photos and the messages create an impression of the best possible version of the product or service being sold.
Take a look at the photo at the top of this post. It’s a “Tide Pod”. What is a Tide Pod? It’s the most visually attractive version of laundry detergent. Not a boring white powder, but a cute and colorful ”pod”.
This is called marketing.
Funnily enough, it’s the business you and I are in.
So how come your website doesn’t express the very best version of you?
Here is an exercise for you to do. Think back to the best work you ever did. Or the biggest compliment you were ever paid by a client or colleague. Or the moment when you felt you had created something really great.
Take that small moment, even if it was fleeting, and make that the basis of the marketing of your freelance business.
Don’t show the snapshot of the regular burger, or the detergent as a white powder.
Show your clients the very best version of yourself, the very best you.
And each day, before you sit down to work, take a peek at your new homepage, and get yourself into that “very best” place.
That’s the way to effectively market your freelance business.
About the author: Nick Usborne is an online writer, copywriter, author and coach. Read more…