day - shit I've lost count

So some time has past after the start of this journey, and I've made progress.  Happy customers, nice results, and money coming in the door.  It's certainly better going than in 2008 when I first tried to go freelance.  I often stop and look back to see the achievements I've made in the business to remind me how far I've come.  It's important to do this, because the path ahead can seem very daunting.  I'm a driven person, I have high goals and it's hard to be patient!

It's a big thing to think you can make it, however it's hard for anyone running a small business, especially one person operations or sole traders to keep up your spirits.  It can get hard to see the light at the end of the tunnel when you're hanging out for the 20th of the month and your clients to pay.  So there's a bit of pressure on, those bills don't go away.

So what's on my mind?  My mind state to be honest.  I guess this is partly why I started this blog. Writing down the things as I go through them is part of me making sure that I keep on the straight and level.  There's a bit of stress to be dealt with, running a business is never easy, and like anything that brings stress making it go is not an easy thing.

But I've been thinking about all those techniques I learnt in my time in the RNZAF, exercise, planning, doing things you like doing.  During my sergeants qualifying course we talked lot about identifying stressed staff and how to help them through.  It's easier to see it in others than see it in yourself.  Getting to know yourself is the key.  To see the triggers that set you off down one path or another.  Good friends and family also help.  As I posted before, you've got to keep taking pictures, or creating the things you love to create.  It's the "go juice" that keeps you on top of your game, the creativity flowing, and a sense of accomplishment that you can hang your hat on and be proud of.

This has come to the fore again for me today as I realised I hadn't picked up the camera to shoot for a while when I did a location scout this afternoon.  The feel of the tools in hand really did feel good.   Time and time again I rediscover this about myself, however I get distracted and diverted by other things in life.  So make the time, it's worth it to help keep you sane.  We all need a bit of sanity in this world.

There's some resources out there that you can really help.  Depression NZ is excellent.

Am I suffering depression?  A little, at times, but not for the most.  Like all of us I go through ups and downs.  Several friends have often talked about how hard it is to make it in the freelance work, however the word depression is not used.  Still it does effect a lot of people.

Lesson #21 - How do you find your target clients?

Let me start with....


"The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself."

Peter Drucker

Ok this is mostly a post for me, not you.  So I've been thinking about how to approach the whole marketing thing, which is essential (amongst several other essential business tasks) to keep you afloat.

You'll have to forgive me not using Marketing terms, 'cause I just don't know them.  But I figure the best thing to do is really define who you want to have as your clients.  For me thats agencies - ad & web design, PR companies, Communications firms, government departments, etc.  Simply because they get to do all the persuading of the end client on the cost of getting the content generated, and I don't have to.  Don't get me wrong, I can talk things up pretty ok myself, but I just like it when I don't have to.  My time is better spent doing other things.  And don't forget to add direct business with the businesses.  They tend to have bigger budgets than the small mom & pop business, which I like too.

So now I know who I want to get to pay me a shit load of money, it's a matter of getting past the receptionist, (read gate keeper) or any other barrier to brake down that door.  Sounds too aggressive. Lets try "pry open the door".  Hmm that's close enough.  The best way I've found so far is the referral.   For me it's gone a little like, "John (who knows the potential client, and a friend of mine) suggested that I give you a call and offer my services to you, and find out how I can support you this year." So straight away I'm talking to the right person, who has the ability to make decisions. Bingo.  Also the fact that someone they trust/like/work with whatever, is doing the referring, makes some of those barriers come down.  Double Bingo.  This seems to work, some of the time.  The more of those you have the better the results.  It seems to be far better than cold calling which I hate.  REALLY HATE.

There's other ways, BNI are great, other networking groups, all good to brake the ice and get your elevator pitch in the ear of those that can make things happen.  I'm good at face to face so that suits me fine.  I listen well, and that's what people like.  They like to be listened to and understood.  If you can do that your steps ahead.  I've noticed that if I start telling people things, I lose them straight away.  I just don't have the bullshit factor that a really great salesperson has.  For me I've got to tell it like it is, what I genuinely believe.

So I've joined a word of mouth business group/community, I have reached out to all my friends to see who they can recommend me to, and I'm setting up meetings to show and tell.  All very gentile stuff. Now here's the crunch.  Getting the good work done for those who take a punt on you, and lets be real here, people who hire you to do some work are taking a punt, is the key to it all.  You can talk your way to the top, but you got to produce the goods.  Making that customer happy is the best word of mouth of all.  The magic stuff that happens while you're not there.   I'm not sure how long it takes, but the goal is to get enough of a ground swell so that people are calling you back, or calling you for a first contact, so that you doing have to have that phone glued to your ear and here the word NO.

Well that's the theory.  Seems to be holding true.

Good shooting everyone.