the powerful freelancer (2014)
TRANSCRIPT
The powerful freelancer: positioning your business at
the expert level
Marta Stelmaszak
May 2014
Main themes today
Expert
Future of work
Niche
Positioning
Dis intermediation
Mindset
Value
About the speaker
• Polish – English translator and interpreter
• Based in London
• BA, PgCert in language-related disciplines
• MSc in Management, Information Systems and Innovation
• Training in marketing, e-business, economics
• Certificate in business mentoring
• Publications, presentations, articles
• www.wantwords.co.uk/school
• @mstelmaszak
The future of work?
The future of work?
The future of work?
The future of work?
But how do we make sense?
… and how do we reply?
Becoming an expert
What does it mean to be an expert?
Expert: someone who has a defined set of skills and experience who is recognised as a thought-leader in the industry, engages in problem-solving and devotes time to share experience to build trust. © 2003 John Storm
What does it mean to be an expert?
What does it mean to be an expert?
• What do we understand by expert positioning?
Expert: someone who has a defined set of skills and experience who is recognised as a thought-leader in the industry, engages in problem-solving and devotes time to share experience to build trust.
Positioning: means that others instantly recognise you as the expert and authority in your field.
What are the benefits?
• Why do professionals want to position themselves as experts?
• Stand out in a crowded market (become the go-to expert, the obvious choice)
• Become the prize (you don’t chase, they all come to you)
• Get media attention (for marketing or just the pleasure of it)
• Deliver results (your expertise is listened to and used)
• Charge higher fees (people pay for the extra expert value)
• Gain partnerships (new opportunities and audiences)
• Satisfaction and fulfilment (being one of the best in your field)
• And why do you want to position yourself as an expert?
Tweet #expertxl8
What are the benefits?
Step 1Become the expert
• Think
• Feel
• Act
• Master the topic
• Create your niche
Step 1Become the expert
Step 1Become the expert
Step 1Become the expert
• Three competitive strategies• Cost leadership
– Target average customers for mass market - little differentiation
– Key functional areas are manufacturing and materials management
– High volume, low margin approach
– Defence against five forces
– Relentless drive to cut costs might compromise value that customers desire
• Differentiation– Target customers in smaller, well-defined segments who are willing to pay premium prices
– Low volume, high margin approach
– Must have unique attributes (actual or perceived) - quality, sophistication, prestige, or luxury
• Focus– Serving the needs of a particular segment or niche of an industry such as a geographical market,
type of customer, or product line
– Focusing may be successful when a firm possesses intimate knowledge about a particular segment
Step 2 Position yourself as an expert
• Identity
• Authority
• Expert hub
Expert positioning
Step 2 Position yourself as an expert
• What is a niche and niche marketing?
• Step One: Identify the audience• “When you choose a niche audience and take the time to understand their
needs deeply, a whole new world of options opens up to you.” (Ch. Ducker)
• Ideal Customer Avatars
• Client segmentation
• Step Two: Research your niche market keywords• Find out what they’re talking and asking about
• Larn their language
Step 2 Position yourself as an expert
• Step Three: Analyse the competition• Or other players on the market
• Find out what you could be doing better
• Unique Selling Point
• Step Four: Research industry trends• Translation-related (more info in my articles)
• And more importantly, related to your industry
Step 3Promote yourself as an expert
• Services
• Marketing
• Selling
Promote yourself as an expert -agencies
• Just a little bit of profiling…
• Let’s describe a typical project manager
Promote yourself as an expert -agencies
• Value• Define your specialisms – the first step
• Define the area of expertise and taking the plunge
• Get certified
• Engage in Continuing Professional Development
• Train in the specialist area
• Develop a portfolio
• Relations• Show an unprecedented level of professionalism
• Make sure they know you’re busy
• Keep them updated
Promote yourself as an expert -agencies
• Authority• Show updated profile
• Speak at translation industry events
• Engage in Continuing Professional Development
• Create a good cover letter
• Passion• Share your passion with them
• Speak at industry events and let them know about it
• Trust• Gather testimonials
• Contact them by phone or in person
Promote yourself as an expert –direct clients
• A bit of profiling again
• Let’s use my example
Promote yourself as an expert –direct clients
• Value• Define the area of expertise and taking the plunge
• Train in the specialist area
• Join specialist organisations
• Read the same journals and magazines as they do
• Use case studies
• Relations• Accept the fact that you are an expert
• Create an expert hub
• Be hard to get
• Associate with success
• Talk to clients, visit their events, join their organisations, present at their trade fairs, write for them
Promote yourself as an expert –direct clients
• Authority• Present, write, blog, speak
• Make press contacts and appearances
• Create your expert story
• Create an expert hub
• Passion• Get involved
• Become a platform
• Start an organisation
• Do pro bono work
• Trust• Gather testimonials and organisations
• Increasing trust through your expert hub
How they managed to…
- Marie Forleo(http://www.forbes.com/sites/carisommer/2012/02/22/when-youve-got-it-flaunt-it-a-case-study-on-marie-forleo/)
- Jackson and Willsonhttp://jacksonandwilson.com/
Take away
- Become the expert
- Position yourself as an expert
- Promote your expert business
Marta Stelmaszak
www.wantwords.co.uk
@mstelmaszak