Entrepreneurs And Ceo’s: This Is How To Finally Stop Chasing Clients.
When I was 19, way before I started my freelancing business, I worked part-time at a sales center in Charlotte, North Carolina for a few months. It was the worst. But it did teach me a shitload about marketing -like the purest, rawest form of marketing.
I sat in that dark, dusty cubicle for 8 hours a day, three days a week. The first four hours were outbound season -as in cold calling. The final four hours I took inbound calls.
As you can imagine, I loved inbounds (commission money, baby). These were people that were actively looking to buy what we were selling. They didn’t need convincing or any of my “persuasion magic.” I was basically an order filler. I cashed out big-time.
Now, if you are an entrepreneur or a CEO, you probably know this all too well. It is hard to convince people to pull out their credit card and give you green. Do you want to know why?
Because people fear being made fun of. They do not want to hear their friends, family, and business partners laugh about how they spent 1000$ on that designer who used Paint as their program.
But, how do we get people to trust us?
Imagine clients emailing and calling you to work with (not for) them.
Imagine them fighting for your time.
Imagine them value as a human being and as a talented professional.
Imagine only working with clients and projects that you really want to work with -the most interesting, challenging, and the better paying.
Sounds good, right?
But, for most of us, (myself included for a long, long time) reality is more like the complete opposite scenario.
I know hundreds of amazing writers and other freelancers fighting for basically nothing in platforms like Upwork or Fiverr.
I know many entrepreneurs, consultants, and coaches that can’t find clients.
And I am talking about incredibly skilled people here. But why can’t they find people to work with while less talented people (like me) do?
Because people do not know them -and they still do not know how to gain exposure.
Now, I am lucky. My college degree and MBA are not in writing -but in business. Combining my business/marketing skills with a passion for writing has allowed me to understand both sides of the game. I can play offense and defense.
I know one thing, artists do not have to starve. Writers, creators, freelancers, entrepreneurs, and consultants do not either.
But, they are all missing out on one thing -a fantastic personal brand.
That’s the key missing piece, the solution to all your problems.
A personal brand is what gives you:
New (and better) clients.
When you have all this, let me ask you: do you think you will make more money, be happier, and live a more fulfilling life?
Of course you will.
Some people ask me how can a personal brand do all that?
I used to say that because “people trust people.”
But I was wrong. After all, do you trust everyone even for no reason? Do you give your trust away just like that? Probably not. So I’ve changed my mind.
Now I say, “people trust people… that give them value.”
And that is really what having a personal is all about -giving value to others without asking for anything in return.
That’s when people start listening to you. They pay attention. They see you as a thought leader and someone that can help them. They think about ways you could work together. Then they hire you -and pay premium rates.
I realized all this during my stint at that sales center during college. There was something enlightening about that shadowy place -you gotta make them come to you instead of you going to them.
It is a total shift on your business model -from outbound to inbound. This is how to sell when you don’t really like selling.
Now, do not think this is an easy thing to do. Like at all.
It requires a lot of work and patience. I have helped dozens of entrepreneurs and CEO’s build a personal brand by ghostwriting for them and making their voice stand out -and only those that stuck with it succeeded.
It’s a long-term game, not a one-night stand.
But the benefits are incredible:
Speaking opportunities. Interviews on top publications (from Forbes to the NYT). New business deals. An improved network of connections. Better clients. More freedom. Recognition.
Whatever you want.