“Exceed your customer’s expectations. If you do, they’ll come back over and over. Give them what they want — and a little more.” — Sam Walton
Beginning copywriters will usually take on any client or assignment in an attempt to get their freelance business up and running. I did it, too, in the early years, and that’s okay when you’re trying to establish yourself.
But after a while, accepting any client and any assignment can start to work against you. It can hold you back from the better-paying jobs and more prestigious clients. When that happens, it’s time to elevate yourself and implement some basic marketing principles that will deliver high-quality, high-value clients.
The following 10 steps are designed to help you attract better clients and assignments. Each and every one of these steps is essential for getting the success you seek in your freelance career, and for targeting the decision-maker in a high-quality company, institution, or organization.
Step #1) You must identify a niche — There are many lucrative niche markets, and many that are not worth pursuing. And sometimes it’s a scary and rather tough process to find the niche that’s right for you. Sometimes it’s just a matter of seeking work in an area of interest to you. Other times, your past work experience may guide you to your niche. If a suitable niche doesn’t come easily to mind for you, consider enlisting the help of a business coach to aid you in identifying one. (Or give this session with Pam Foster, Rebecca Matter, and Heather Robson a viewing—Pam covers how to take the pain out of choosing your niche.)
Working in a particular niche brands you as an expert. With a niche strategy, you get to leverage your expertise in one area, stand out from other copywriters, and distinguish your business as a specialty practice. It delivers enhanced customer relationships, reduced competition, and increased visibility.
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