Real-World, First Hand Success Strategies to get you Through the Recession.
Did you know that independents and freelancers like you have the best chance of surviving (and perhaps even thriving) this recession?
It's true and here's why: because independents generally have less overhead than larger entities and can therefore be more adaptable, which we know from Charles Darwin is the key to survival.
But finding work in a "tricky economy" like this one isn't easy. It's takes a lot more effort to get the work that's out there. So now is the time to be creative with the business side of your business. You need to hustle and get as close to that line between persistence and pestiness as you can get without going over it. That's how assertive and visible you need to be. Most freelancers don't have (or haven't developed) what it takes -- the marketing skills - to do this and they usually give up early on.
So in a sense, all you have to do to find the work that's out there is stay in the game. Here's how:
Don't freak out. When you don't have work, your marketing is your work. Panic will only get in the way. So place your nose directly on the grindstone. In other words, take action. In fact, go beyond that and nurture in yourself a bias toward action. For example, if you're not sure if a networking event will be fruitful, go and see. If you're not sure whether to follow up on a prospect, then do it, even if you think you may be perceived as a pest. (You probably won't.)
Cultivate the right attitudes. Things have changed and so must your attitudes and expectations. Be open to modifying the way you work, which market you target, how you position your services. This is the perfect time to try a few new marketing tools. Do things you never thought you'd have to do (like cold calling; it really does work!). Know (or remind yourself, if you've forgotten) that relationships take time to develop and be satisfied with incremental progress. If you're feeling discouraged, use marketing to pull yourself out. Interacting with others can actually be invigorating.
Be flexible with pricing. Don't discount your prices; instead offer your services a la carte. Slice and dice them according to the needs of your clients. Devise less expensive offerings if it will help you keep a client. Or propose a payment plan to help a client through a cash flow crunch. A gesture like that won't be forgotten.
Target growth markets. Every day in the New York Times there are articles about industries that are growing in spite of (and sometimes because of) the economy. Don't just read these articles; use that information for your own marketing efforts. For example, although the financial services sector isn't doing so well on Wall Street, a recent article described the need community banks have to get the word out about their fiscal strength. Can you help with that?
Also, follow Obama, whose focus is on education, energy and healthcare. Money will flow to those industries, all large markets with several niche markets. For example, in higher education, much of the current marketing is directed at alumni for fundraising purposes. If you look for prospects in this market, they will probably have variations on titles such as Director of Fundraising or Development & Communications Director.
Use the right marketing tools. Which ones? The ones that put you into direct contact with prospects: networking (in person) and cold (or warm) calling. Don't limit your networking to the Internet -- so easy and comfortable to do sitting down. Go where your prospects go so you can meet them in person and talk directly to them about how things are going and what you can do to help. Spend money if you have to; it's an investment in your future.
Read the classics. It's easy to be swept away by the doom and gloom of the media, but there are other voices to listen to. Go beyond blogs and up-to-the-minute web sites and read books that have been around longer than ten years. Here are a few recommendations:
Confessions of an Advertising Man by David Ogilvy (1963)
Macy's, Gimbels, and Me by Bernice Fitz-Gibbon (1967)
How I Raised Myself from Failure to Success in Selling by Frank Bettger (1992)
The Ad Men and Women, by Edd Applegate (1994)
Selling The Invisible by Harry Beckwith (1997)
Secret Formulas of the Wizard of Ads by Roy H. Williams (1999)