Hello and welcome!
Hi there!
Welcome replay viewers.
We're here to talk about the 5 biggest mistakes that graphic and web designers and other creative
service providers make in their business when they are looking to get new clients.
Is that something that is of interest to you?
Give me some hearts if so.
Let me just share this out and then I'm going to introduce myself and we can start
getting into this.
So just bear with me one moment.
We can get this going.
Okay.
So please share this out as well.
I'm really passionate about helping creative service providers to have the life and business
of their dreams.
It's their making of these mistakes it is going to be absolutely be putting the kibosh
on that altogether.
Okay so, one of the two trends then that are affecting people who are looking to grow their
business in the creative services.
So one thing is that nowadays everybody is a marketer.
If you have a smartphone then you have got the availability of apps.
There's all sorts of softwares and tools that people can use to do their own designs,
to create their own website, to do their own photography and videography.
Look at me, I'm going live.
This just wouldn't actually have been possible years ago.
These are things that really have an impact on your business because all of a sudden because
I can do stuff from my phone – the fact that I can do it kind of in people's mindsets
it can make it less valuable.
So what this trend means is that the work that you do has become less valuable in other
people's eyes.
I'm going to talk about how this shows up in people's mistakes.
Now I'm not saying that people could do things as well as you can.
I know for sure that if you're good at what you do – and I'm sure you are – that
what you would find is that people they kind of do things to a certain level but they're
never going to have – they haven't got the same training that you have.
They haven't got the experience and the expertise but they don't necessarily see
things that way for themselves.
Alright so, the second trend is that increase in competition.
Now you have got – like if you're doing something like graphic design or web design
even some kind of photography it might not matter where your location is.
The same with some videography as well.
I recently have a video production company that's in Canada talking to me about how
they could import into the UK because of the exchange rate and it being a lot more favourable
there.
So these are some of the things that you can, that you're up against.
You might have spent a long time getting training to do what you do but what about all the people
in other countries that might not have done that?
Yes, they are there and they can be very cheap.
They a completely different standard of living.
I know that you're probably aware of this but maybe you haven't felt like but what
could you actually do in the meantime because your investment in your training, in your
equipment, in your software, and the experience that you have is now being commoditized and
put up against other people who may not be able to do the job that you can but because
they're cheaper and they're all over the internet, then that cause a problem for you
in bringing new clients on.
It just makes it harder.
I think it contributes to overwhelm as well.
I think this is a big contributor to creative service providers not making as much as they
can.
So one of the 5 mistakes then that you need to stop making – I'm going to go through
those and I will talk at the end what is it that you could do to actually- to do instead
basically so that you're not having this situation.
Okay so, big mistake #1 – not charging enough because of fear.
Now, I work through my coaching clients and I- even when I'm showing them the way to
raise their prices and what they need to do and what we need to put in place, there is
always every single one.
It doesn't matter how confident they may be.
When it comes to raising their prices then things come up for them.
These things could be- I've- or I'm a people pleaser.
And so I want people to say yes.
I want them to be happy.
Therefore, you could be sabotaging yourself with your prices.
It could be a fear of failure.
It could be a fear of being judged.
Maybe you're worried that some people would think that you're trying to rip them off.
Let me tell you, if you're concerned about people thinking that you're ripping them
off, you're not going to rip them off because the only people who would rip other people
off don't really care about that.
There's a lot of different kinds of specific fears that can be going on that can stop people
from charging what they ought to be charging.
The thing is, is that you obviously got to focus on doing the right things in terms of
the way you get out there and present your work.
We'll talk a bit more about that.
You've got to do the inner work as well.
In the last couple of years, I've doubled my prices twice.
So I doubled them and then I doubled them again and I'm trying to put them up again
next year.
The thing is, is that whenever you think, "Oh I could put- Oh I couldn't possibly
put them up", the chances are you probably could.
It's all about the way that you do it.
But you've got to address that fear first in order to make it really work.
Okay so, we've got fear.
Fear equals false expectations appearing real.
Yes, absolutely!
So much of the time when my clients put their prices up and they're going to their clients,
it's kind of new clients that are coming in and they're putting these new prices
to them because of the way we're doing it, the clients are just going, "Yes, okay.
Yeah, we'll go with it."
And they're not even necessarily coming up against negotiation.
It does depend slightly on the industry.
There are some industries that are more prone to negotiate than others.
But the thing is, is that when you've got that solid ground and you have that- it's
really about setting boundaries within yourself about, "Well hang on a second.
This is what this value is and this is a fair price for it."
And you've got to believe that.
So please work- if this is an issue for you, please you've got to work on this.
Do the inner work to have the self-belief.
Do the inner work to be able to be comfortable with being rejected.
I'm not saying you're ever going to love it but at least you've got to accept that
when somebody says no, then obviously they're not the right client for you.
So okay, let's have a look at big mistake #2.
This is going with the flow too much.
You might be thinking, "How can that be a mistake Una?
You're all about flow."
I mean just earlier today I did a live stream about that.
The thing is, is that when you- we go with the flow too much though, then that means
there's a lack of structure in the way that you're running your business.
There's a lack of structure around your time.
There's a lack of structure in the way that you handle new clients.
In fact, just yesterday I was working with a client and they realized, "Oh right.
Every time I have a new client, I completely reinvent the wheel."
So here's what I would say, save your creativity to where it matters and bring the structure
that you need into the way that you work.
Now you might be thinking, "Oh god, either I don't have the time to do this or I don't
want to do this.
I want to be free.
This is part of me being creative that I kind of just do things.
I'm very intuitive.
I just do things at the spur of the moment."
But you can be intuitive and still have structure.
So, like one of the ways I do that is back here I've got a couch in my office and every
morning this is my meditation spot.
So I journal and I meditate and I let my intuition come in and ideas.
Sometimes I have loads of ideas.
But then you've got to do something with those things.
So whatever it is that you're getting is best to be working on that's got to fit
into some structure or else the danger is you're going to start loads of things and
then never finish them.
Or you'll have so many ideas that you could do.
You'll create them in your mind but never make them a reality.
You could actually spend so much time analysing them, and dreaming about them, and thinking
about them that it feels real but it isn't real unless it's actually showing up in
your business.
Unless you're actually getting to do that work with those clients whatever it is that
you're thinking about.
So, I know it might seem counter-intuitive that flow isn't about, "Oh, I'll just
do what I feel like it, when I feel like it."
But actually it isn't.
It's following your path of least resistance.
It's focusing on the right tasks and activities that suit you, your natural strengths and
your personality.
So it's not about going, "Oh!
Shiny new object.
Oh!
Shiny new object."
Or it's also not about going, "Oh right, this person over here is successful and they've
got what I want so I'm going to do what they did."
What if their natural strengths are different from yours?
That really could end up being a problem for you.
So, put a structure in place in terms of where do you add the most value?
What are the tasks and activities you need to be doing?
How do you actually manage those tasks?
Do you just do things on the spur of the moment but forget half of the things you meant to
do?
Are you using your calendar properly?
Do you have a task management system?
Do you have some kind of a framework?
That's another thing I work on with my clients is a weekly flow framework so they know, "Okay,
these are the kinds of activities that I'm doing at these- in these times."
You can be flexible.
If your week requires that to be different, then you can change it.
But at least that structure is there.
It's something to change rather than- it's actually forcing you to make choices.
It's kind of like me going for an audition.
Right?
Now I just realized have I introduced myself properly?
I'm not sure if I have.
So if you don't know me, my name is Una Doyle.
I'm the founder of CreativeFlow.tv and I work with service-based entrepreneurs in creative
roles such as web and graphic design, photography, videography, etc.
I help them to confidently and profitably stand out from the crowd and be able to do creative
work that fills their heart with pride.
If that's something that you like, make sure to give some hearts.
So the thing is, is that when you- when- what was I saying?
Oh yes, I'm also an actor.
That's where I was coming back to.
I'm also an actor as well.
When I go for audition, it's impossible for the director to redirect me if I haven't
actually made choices.
Now I could make the wrong choices as far as they're concerned.
With the information I have, I've got to make choices but then they're looking at
it from a different perspective and they might go, "Oh right.
Okay, well look, I want you to do it this way.
I want you to focus more on this or "Oh, here's an aspect to this person's character.
This character's personality that maybe I didn't know just from the script, etc."
So then I can change it.
I can flex with it.
Well it's exactly the same with how you structure your time.
It doesn't have to feel like, "I'm in a straitjacket.
This is horrible.
I have to do this at 10 past 9 and I have to do this at eleven o'clock and I have
to do this at three o'clock."
It doesn't have to be like that.
So you can work flexibly with the way that you have but it is an important thing to do.
Okay, big mistake #3 – your offer and your positioning sucks.
Okay, I know that is quite blunt but the thing is, is that time and time again- so I use
LinkedIn a lot to connect with people who might be interested in working with me.
When I'm arranging to get on a call with somebody, I ask them for their website and
social profiles and I go and look at them.
I do spend the time before we speak, where possible, to see what are they presenting
to the world.
And I would say 8 or 9 times out of 10, what I'm seeing is a menu list of we could do
this, we could do this, we could do this, we could do this.
And everything is all about them.
There's nothing there about their customer.
Why somebody would want to be connecting with you?
And that partly makes you a commodity.
If you're not standing for something, then you're just the same as everybody else.
When that happens, people make a decision based on price.
So you've got to get really clear on what is the problem that you are solving for which
particular type of person or type of business.
You have to get really specific about it.
A lot of the time when I first start working with people, they'll say things like "Oh
but I could lose out on opportunities."
Trust me that's not going to happen.
Even though my focus is on working with creative service providers, I actually have other creatives
who work with me as well.
I've worked with an author.
I've worked with a T-shirt provider.
I've worked with other coaches and consultants sometimes as well because they're creatively
minded and they can see they have the same challenges.
But they come to me.
If you're trying to market all things to all people, you're not big brands like Coca-Cola
or Pepsi or McDonald's or like one of these big global brands that has got- they've
got multiple marketing teams in every country, not even just in their head office.
You're probably one person or maybe two or three in partnership.
How could you possibly do the same extent of marketing as a massive company that has
got multiple products and services to multiple audiences.
So, if you're not already at the level where you have got a team, then you've got to
focus on one thing.
And it doesn't mean that that's the only thing you'll ever do.
It just means that that's where you're going to focus your marketing.
And when you do that, then people become really clear about well what do you stand for?
Like I'm getting known for helping people to raise their prices.
I'm helping them to double and even triple their prices when they start working with
me.
And that's something that I'm getting out there because for a start, I just you
know, it really hurts me when I see creatives not getting paid appropriately for what they're
doing and to see them struggling.
Or even where, "Okay.
Yeah.
We're paying all the bills but what's next?
How can I possibly move forward?"
So these are things that you've got to- you've got to get really focused on what
the challenges that you're helping your client with.
And talk about that.
Talk about their problem.
Help them to see the problem that they have.
It's not really about you.
When you do that, then they'll want to know how you can help them.
So, yeah.
And just, you know, if you're not clear on this, then how can you get known for something
when you're trying to do everything?
It's just not possible.
Okay big mistake #4 – having an ad hoc or non-existent sales process.
Now you might think- I think some people are under the impression that when you- if you
have a sales process and you're kind of thinking about things in that way, that that
makes you- that it means you're going to be pushy or salesy or something like that.
Actually, it couldn't be further from the truth because when you have the right kind
of sales process in place – and the sale process is simply a series of steps.
When you have that in place, then you're not pushy or salesy because it's all about
seeing is this right for this person?
Is this right for me?
Are we a good fit?
It's really- it makes it very natural that you have one kind of step and then they're
invited to another and if they're interested then they do that.
And then maybe you get some sort of feedback and then you go on to the next step.
And if you do this right, you actually will be earning money as part of your sales process
even before people become a full client with you.
So, I've got clients now that are charging just under £400 and £500 to get their clients
because they've been able to increase their prices.
And it helps you make that conversion.
Right?
It helps your prospective clients to feel secure in your hands because you're clear
and you're guided?
And you're not kind of going, "Oh I don't really know what to do next."
And you don't know how to ask for the sale.
And you're waiting for them to ask you.
Most of the time, that isn't going to happen.
They're expecting you to guide you through this process.
They're expecting you, the expert to help them see what they need and what's going
to be the best solution for them.
If you don't have a proper sales process around that, then it just makes it a lot harder.
It really does because you've got to make sure that the sales process clearly demonstrates
the value that you add.
It clearly demonstrates how you're going to solve their problem or help them achieve
their aspiration.
And you're going to do that without giving away the farm.
Right?
Here's one of the things that's also really good about having a proper sales process is
that you don't feel pressured.
Therefore, your client doesn't either.
If you're kind of scrambling around and reinventing the wheel and doing everything
from scratch every time, then you're probably going to feel a bit,
"Oh okay.
Now it's from this client and I'm not quite sure well what do we next?
Then, that's going to make your client feel uncertain or it might cause you to feel pressure
and then they'll pick up on that vibe and feel pressured to.
Okay, so big mistake #5.
This is when you don't have enough leads.
Leads are the like the oxygen for your business.
If you don't get enough in front of enough people, who could be your ideal clients.
Then how can you increase your sales?
How can you get new clients if you're not getting in front of enough people?
I think the temptation for those of us who are more creative is to keep going, "Oh,
I'm going to create more things or I really need to upgrade my equipment."
I remember there was one person that I worked with who was about to spend £3000 on new
equipment.
In fact, I think it was new- yeah it was new hardware.
And when I was talking through things with him they didn't have enough clients to make
the facts that their machine wasn't running as fast – really a problem.
Now when they had tripled their client base, then it would start to become a problem and
then they would have the money to do it rather than putting it on a credit card when they
didn't even have the money to do that.
I think it's really tempting.
I see this with coaches and consultants all the time that they think, "Oh, well I'll
do this other qualification.
Oh, I'll learn this technique."
They spend loads of money and time making them a better coach but actually they have
still no clear understanding of who their clients are and what problem they are solving
for them.
So, you've got to spend the time and put some structures in place to have enough people
to get in front of.
I think this is going to be challenging for creatives because we're naturally good at
creating and usually when it comes to lead generation, it's less about creating.
It can be – content marketing, doing live streams like what I'm doing now.
This is creation.
But you also have to share it.
It's the sharing and the getting in front of people.
It's the direct approach as well.
Getting clients online can take time.
And if you don't already have an audience that you built up – and you might have,
you might have a big audience but you're just not asking.
So when you got the right sales process in place then it makes it easier to ask people
to step in to that.
And if you don't have a big enough audience, you need to build that audience.
I would say that one of the fastest ways to get new clients is to directly approach people.
I don't mean spam them.
I definitely do not mean spam them but I just mean that you can reach out and get to know
people and find out what their problems are.
Okay, so the thing is, is that don't be- stop creating new things, stop doing new ideas
if you don't have enough leads because who are you going to share them with.
Instead, focus on well what are the ways that you would have fun attracting new leads, new
prospects to you.
And that is going to really help you.
Okay, so one of the things that you can do is instead of doing all these, I want you
to think about creating a client attraction and conversion system.
This is something I've been focused on working with clients on.
I think it's just so important because when you have got this in place, everything else
just kinds of works so much better.
Right?
And this is where if you have recognized one or more of these mistakes, then I have a program
that can help you to stop making these mistakes and to put this client attraction and conversion
system in place so that you can create a thriving business.
So that you can attract ideal clients – profitable clients.
Ones that will act on your advice because they're listening to you, because they view
you as an expert.
They treat you like royalty.
They're not being over demanding.
I want to help five more designers or similar service providers to go from making less than
5k a month to making at least 10-20 or more k per month within the next 6-12 months.
If you want to increase your sales like this and you'd like to hear what's stopping
you because they might be one of these mistakes or maybe it might be something else, I would
set aside some time where we can talk about this, where we can talk about what are you
looking to achieve?
We can talk about what is getting in your way with that and it's a free 20-minute
consultation.
So I've just popped the link in the comment.
So you can go and check that out because the thing is, my clients are now doubling and
is some cases even tripling their prices and therefore their revenues.
When you put this client attraction and conversion in place where you are bringing yourself into
your business in a way that you may be never have before where you're really focusing
on your strengths, where you have got a really compelling offer because you're so clear
on who it is that is your ideal client.
This is more than just about having your client avatar.
This is about really getting to understand them, and what it is that they want, and they're
prepared to pay for, and what problem they really want solved.
That allows you to have something that people really want then.
You've got to put the sales funnel in place.
You've got to put the lead generation strategies in place.
You can do all these in working with me in the ways that suit you best because of me
using personality profiling as well.
So it's always about building your business and learning how to run it in the way that
suits you best.
There is no one size fits all.
I think that is really important.
So you want to- if you want to be less stressed- one client told me that my client is less
stressed.
They're actually playing with the children more.
They're less grumpy.
They're just having more fun because of putting the work that we've done and putting
this client attraction and conversion engine in place.
And also because I'm working with them on their ways of working.
Another client told me they were able to be way more creative because they no longer have
these little niggles about, "Oh, I must be able to do this.
I must be able to do that" because things were more organized.
They actually were freer to be more creative in that creative time.
The thing is, is that when- if you want your business to grow, then you've got to do
things differently.
You might be thinking, "Well, I haven't got time to do this or is now the right time?"
But in working with people, number one, I'm helping them free up their time so they can
do this work and the second thing is the right time is always yesterday.
If you have got some big plans or you're working on some big projects, how do you know
if they're even the best things that you want to be doing right now because I'm going
to help you to make sure that you're taking the best steps for you.
Okay?
And the best steps for you right now might not be what you're planning.
Maybe you're trying to run before you can walk.
Or maybe you're still rehashing things that you used to do but now you need to be moving
up to a new level.
Right?
So, thank you so much for watching this and if you've enjoyed this free content, look,
I go into so much more depth in the Creative Success Code which is the program I've been
talking about.
And by the end of completing that program, you will have- you probably increased your
prices as nearly everybody I meet needs to.
You'll have this client attraction and conversion system, your engine in place.
So that that it's happened and you're bringing in those bread and butter clients,
that you're working with a higher calibre of clients, you've got great boundaries
in place that you're no longer undercharging and over delivering.
This is really important.
And you'll be working in your business in ways that allow you to have- to be more creative
and to have more free time, and to be less stressed because you're going to be in flow
in a more structured way while still having the freedom and creativity that you want because
the last thing I want to do is to try and turn somebody into what they're not.
It is completely about you becoming more of who you are.
So click the link the comments to have a chat with me.
And you know I guarantee you I'm only going to invite you to the next step if I genuinely
believe I can help you and if you're interested.
And at the very least, you're going to go away with at least one tip, strategy or insight
about your situation to help you move forward.
Look, I don't mind doing this right now.
I've set aside some time at the moment.
This isn't always going to be available with this free call.
So don't wait, book it now.
The link is in the comments and I look forward to seeing you very very soon.
Alright, take care.
Bye!
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