A MARKETING RIDDLE
Pretend you are a bartender in a different kind of bar. In your different kind of bar you only sell 2 drinks; water and snake venom. Both drinks look identical when served. Only you know the difference between these 2 very different drinks. It’s your job to only sell water to your patrons. However, you can’t tell them not to drink one over the other. Rather, you must persuade your patrons to choose the water over the snake venom without telling them which is which. How do you do it?
Don’t make it all about you and the drinks.
Rather, make it all about the patron and their needs.
One the one hand, you could list all the bad things about the snake venom (without calling it snake venom). Things like it tastes bad, it’s poisonous, and will kill you aren’t interesting to someone who is thirsty. Nor do they care about all that. There is no solution to their problem. You’re not fulfilling their need.
On the other hand, you could list the benefits the water can give your patron (without calling it water). Things like hydration, nourishment, sustenance pique the interest of someone who is thirsty. You’re solving a problem. You’re keeping them alive. You’re fulfilling their need.
Now, let’s reframe the riddle. The water is your creative freelance business. The snake venom is your competition. And your patrons are your future clients. You must persuade your future clients to pick your creative freelance over your competition. But you are not allowed to tell them which is which.
So don’t make it all about you and your talent.
Rather, make it all about them and their needs.
On the one hand, you could list all the bad things about your competition (without calling it your competition). Things like horrible newbies on fiverr, bad attitudes, and plain old bitching and moaning about the industry aren’t interesting to someone who is looking for your talent. Nor do they care about all that. There is no solution to this person’s problem. You’re not fulfilling their need.
On the other hand, you could list all the benefits your creative freelance biz can give your client (without calling it that). Things like being qiuck to respond, rave reviews from past clients on your website, and allowing them in to your creative process... pique the interest of someone who is looking for your talent. You’re solving a problem. You’re keeping them and their business alive. You’re fulfilling their need.
Sadly when it comes to marketing, 99% of all creative people talk about how awesome they are instead of make their clients feel awesome. Before any structure and strategy can be put into place a pro-active marketing mindset needs to be established first. Without it you will fail before you’ve even begun.
So I ask you, what are the benefits your creative freelance business gives clients that fulfils their need and makes them feel awesome? Download the cheatsheet below to uncover your special superpowers that will make clients fall in love with you.