One of the most common questions I’ve heard from solopreneurs is “should I specialize in a niche or be a generalist?” My advice, almost to a one, is to find an area in which you can focus and become known as the go-to person for that niche.
I often give presentations and workshops on using social media for both research and marketing, and I am still surprised by how many people look at Facebook with mild disdain. “I have better things to do than post selfies and videos of my dog,” they sniff. “And how could I possibly find value from other people’s selfies and dog videos?”
I was thinking recently about what kinds of marketing really work for entrepreneurs who own professional-service businesses. Even when we deliver something tangible – a new web site, or a consulting report – we are still selling our expertise and insight. And we generally are not cheap; most one-person businesses charge $100 or more an hour, so our clients usually aren’t impulse shoppers. (Although I do have an image in my head of buying a half hour of time on the QVC network, in between “Beauty By Tova” and Diamonique jewelry, where I can encourage people to buy my consulting services now and SAVE!)
I was chatting with a colleague the other day, who was concerned that she had not heard from a client in a while and she was starting to imagine all the worst possible outcomes. “The client hates me. He’s found someone else with lower rates. I made a horrible mistake and he hasn’t told me.” Blah blah blah… I know; we have all been down that road.
Ask 10 entrepreneurs for the least favorite aspect of their job, and 9.5 of them will say “marketing.” We’re one-person businesses, so it can feel like shameless self-promotion when we talk about who we are and what we offer. I recently ran across several items that discuss ways to show your stuff in ways that feel authentic.
Lifehacker has a good blog post today, An Experienced Freelancer’s Guide to Finding Clients. I particularly like his discussion of the need for primary research BEFORE you launch your business. If you don’t understand why your clients will hire you, you won’t have much success finding clients.