Académique Documents
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Culture Documents
by Liam Veitch
Peers and potential customers alike care not about you; they care
about their own goals. If you are looking to command attention by
proclaiming your prowess it wont work, there are already too many
other voices in your space all standing on their own soap box for your
story to be heard.
Creating attention and attraction mechanisms that are mutually
beneficial however will work, thats why I wrote this book.
Attention for attentions sake is pointless. Throughout this book, Ill talk
attention as it relates to making a difference in your business. By
building attention you are creating an aura of magnetism to everything
you do. Roughly speaking heres what your online footprint looks like:
Were all familiar with the 1812 fable Hansel & Gretel. But are you
familiar with the business analogy that nestles between the lines?
The story is no relic, youll recall that Hansel scattered breadcrumbs to
find a path home for him and his sister following a potentially ill-fated
journey.
So what does this mean to you?
In other posts and videos Ive talked about being the specialist.
Working hard to build yourself a category of one. The objective of
this is twofold; it makes it easier to identify and locate prospects and it
reduces the white noise of your competition.
In my playbook A blueprint for your next move we dive deep on
figuring out what your reason for being is. With this statement you
have the strategic outline for new business decisions which lay ahead.
If you know precisely who your customer is and what value youre
providing it makes it an easier job to keep an ear to the ground and
leave breadcrumbs in locations you can be sure theyll be found.
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In the previous chapter we talked about how few people will actually
care about you and the skills you bring to the table unless what you are
talking about positively effects them and their goals, or to be clearer;
what youre saying provides them with some value.
Doesnt it appear strange that the lone preacher on a busy high street
who stands two feet taller than the crowd, has a megaphone in hand
and a constant stream of words gets almost no attention?
Online is no different, its much too easy for peers and prospects to
simply walk on by if what youre saying holds no benefit to them and
what theyre trying to achieve.
If however the tact was not to bombard thousands of people with
aimless diatribes, instead opting to spark up mutually beneficial
conversations with a select few like-minded people which eventually
led to his sermon, which do you think would be more effective?
If you never reach out far enough to tell anyone your name, how will
anybody know it? Weve established that the over-arching purpose of
attention is to improve your likelihood of acquiring new leads and sales
for your freelance business.
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It doesnt start there though. Unless you buy them for $5 you wont
gather 1,000 Twitter followers overnight, you have to step outside the
comfort of your current online footprint and introduce yourself to peers
and prospective customers.
You also need to be prepared to tell your story. This gives you context.
I find it interesting sometimes to hear freelancers bemoan a lack of
attention when a vague brand name and generic copy is all that
represents them online.
Who cares about the third birthday of BluePigBanana Creative? Id
rather hear about the Jill Smith and James Doe behind it not the
opaque dummy brand you establish to make yourself appear larger.
All that does is put a barrier between your prospective audience and
your name
If you dont make moves to go and connect outside of your immediate
circle and you do nothing to engage with a story when you do actually
drive people to your message youre going to struggle to build enough
brand recollection to justify any sort of attention any time soon.
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If you dont dare leave information like this on the table youre not in
the right frame of mind to build the empathy required to create effective
online relationships.
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If youve been able to reverse the negative aspects of the factors above
and youre doing a good a job of providing value and commanding
attention in a space youll find yourself with a decent flow of visits.
What separates anonymous freelancers from those making real waves
in their sector is how they can maintain dialogue.
The web is a very fickle place and often gaining a new follower just isnt
enough. Specifically were talking about exchanging a useful piece of
content for an email address and maintaining dialogue with interesting
and useful content thereafter. More on that later.
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Where it starts
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It doesnt need to be overly complex either. Most DIY site builders even
are now advanced enough to accommodate everything youll need to
make that centrepoint a valuable fulcrum of your online voice.
Specifically; a great central web presence should:
Be designed to attract conversion.
Your site should enable and encourage otherwise passive visitors to
convert into something of value to you. Specifically this means always
being able to answer the following on each page of your site on behalf
of your visitors:
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Every page on your site should have a logical next step; whether
thats getting more information on a particular facet of what you do or
downloading a piece of takeaway content. Each page should have a
purpose, to advance the likelihood of conversion.
Tell your story
Your reason for being should be clear. Why are you different? All-toooften youll see generic headlines and vague statements on freelancer
websites. If youre good; show how youre good. Then back that up
with great stories about who you are specifically.
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Sites like Quora and Medium offer a great way to broadcast your
message further than your current online circle allows. With Quora in
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particular you can have a blog set up in 10 minutes; which youll then
re-post your own blog content to.
If youre active in the Quora community too youll build up credits
which you can use to boost posts so that they appear right in front of
your prospective audience.
This is a great way to ensure you get maximal exposure for every post
you create.
With Quora and Clarity.fm you have a way to continually be visible and
drive interest back to your central presence. Leaving breadcrumbs in
the shape of useful and insightful answers will help you spread your
message and raise your online voice.
Chances are youre doing social already, but why? Do you have a
clear objective for everything you do on social? Remember, were trying
to build attention and we do that by providing value. A few retweets
here and there just wont cut it.
Your blog should give you spark point for conversation and if youre
providing value on that channel your updates will carry depth and
purpose.
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Just keep in mind the three Cs when it comes to social. Your approach
depends on how you want to be considered online:
Creator
If youre looking to establish yourself as a thought leader, share great
content and value created by you.
Curator
By curating great content from around the web that is of interest to
your space youre establishing authority and above all great taste. If
you are recognized as someone who is established in a particular topic
itll make it easier to justify why you would be a great as a service
provider.
Chatterbox
Engaging in conversation on your feed isnt for everyone, but done
well it establishes relationships which can then be taken outside of the
social sphere. Likewise, adding your own insight and complimentary
comments when sharing as a curator is great for sparking
conversations.
In general though; you need to remember that its up to you to provide
enough value and demonstrate that in enough locations that you build
a reputation and ensure prospective clients want what you have.
When was the last time you went to an event in your specific area?
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Video isnt for everyone, but now that most of the population thinks
nothing of carrying around a HD camera in their pocket (iPhone) there
are fewer and fewer excuses for not putting out video.
You are solving problems on a daily basis for you, your clients, your
peers so if you can wrap those into value-driven videos youll have a
great head start on the 80% in your space that wont bother.
For the past few years, guest blogging has been the weapon of choice
for low-quality SEO operators. Forget about its SEO impact however,
instead have a think about how valuable it would be to have a platform.
How valuable would it be to leverage someone elses audience, for free?
If you are building relationships online youll have great opportunities
to further the reach of your message by proposing you write for other
peoples audiences.
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If you put out generic content that could just as easily be found on
about.com and other content farms you will find it difficult to realise
success. It should be useful, actionable and support your core
message. Generic materials that are not highly relevant to a reader will
not result in increased success. When writing content you must make
sure it will be useful to the reader, regardless of whether it supports
your online message.
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By working this way you can allow, then justify time spent on
developing content and building the most important brand youll ever
work for yourself.
Try setting aside 4 or 5 hours per week to work on content, products or
projects that will elevate your online voice in the long term.
Just talk
If writing doesnt come naturally, maybe talking does. If you record
yourself talking with authority on any subject youre just a transcription
away from a great blog post.
The best advice I have is to mindmap everything youd like to talk
about so it flows and has structure. Record this into your smartphone
or even the microphone on your computer and dispatch that off to be
transcribed.
My transcriber of choice is Magiscript Lainie and her team work
wonders, removing the umms, aahs and spaces along with structuring
the content with headers, sub-heads and more.
If you can chat for just 4 or 5 minutes youll have a 600+ word blog
post that just requires some small amendments and publishing. Try it.
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So there you have it, in this short book the intention was to introduce
you to the reasoning behind WHY nobody knows your name. By
understanding this, youre in a much more informed position to do
something about it.
The framework Ive laid out above isnt exhaustive either, any
opportunity you have to provide value and be seen and heard in your
space you should grab with both hands.
In the end, the best clients will do their own research as to the standout freelancers in a particular space. Moreover, if youre one of five
other freelancers pitching youll probably be judged on the credibility
your online presence exudes.
Credibility is attention, so go get some.
Why nobody knows your name
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