Written by Jason Montoya. Posted in Freelancing.

If Freelancers Don't Have Clarity on This, They'll Struggle To Get Clients

As a freelancer, do you know what you do and who you do it for? This seems like a basic question, but you might be surprised at how difficult it can be to answer.

Crafting a Compelling Freelance Package

I wrote a book called Path of the Freelancer, which is an actionable guide on how to flourish as a freelancer. There are eight achievements that successful freelancers sustain to flourish. In my last post, I provided an overview of all eight and discussed the most important foundational piece: being fully committed to freelancing.

In this post, we're going to talk about the second achievement: your freelance offerings are in a compelling package. This means the solution you offer is clear, well-presented, and packaged in a way that is compelling to your prospect.

From Strategy to Action

The first achievement is unique in its foundational aspect. In the book, achievements two through eight each have four checkpoints, which are essentially four parts of the puzzle for each achievement. This video will cover the second achievement and its four corresponding checkpoints.

This is a shift in the book from strategy to action. In the first achievement, we identify our vision, mission, values, and strategy. We establish the foundation from which we want to operate and what we're trying to accomplish.

The rest of the book is very actionable. I designed it so you can find practical tips that you can take and apply immediately. You don't even have to read the whole book; you can go right to the section that addresses the struggle you're facing, get the tips, and improve your freelancing right away.

The Second Achievement: Offerings in a Compelling Package

Let me read a passage from the book:

"One of the most difficult tasks is selling our services without knowing what they are. When I first started freelancing, I remember how difficult this was. I had a great start because our company's legacy had people assume things about my capabilities. They then proceeded to ask me if I could help them with their problems. Fortunately, I was equipped to handle most of their requests. While I was confident in fulfilling the services, how would I charge for them? How would I service these new freelancing clients? I didn't have answers to these questions beforehand, so I had to answer them on the fly. Thankfully, I had experience building systems quickly, so I was able to fully equip the structure that I needed to succeed. But what does a freelancer do when they don't have that experience or ability to figure it out on the fly? Where do they go?"

That's where the power of the second achievement lies, and it starts with discovering how we'll compensate ourselves.

Checkpoint 1: Get Clear on Compensation

It might seem unintuitive that creating a compelling package starts with compensation, but the idea is to first figure out how much you want to make and how much you want to work. Then, you can determine what type of client engagements you will need to accomplish that. The first checkpoint is getting clear on your compensation. You work backward towards a plan that aligns with your goals.

In the book, I also discuss the difference between charging hourly versus a fixed fee. You can also explore value-based pricing. I talk about the pros and cons of the different approaches, including the risks and rewards, so you can figure out what works best for you.

Checkpoint 2: Define How and What You Offer

The second checkpoint is defining how and what you offer. You need to get clear on:

What problems do you fix?
What solutions do you have that fix those problems?
How will you communicate?
How will you invoice?

As part of this, you must also figure out who your ideal client is. What type of company are they? What kind of person are they? What role do they have? Another facet is understanding your strengths, personality, and experience. Putting all these pieces together creates an offering that's worthwhile for you and your clients.

This doesn't have to be set in stone; it can evolve. My services now have many similarities to when I started, but there are also many differences. I’ve learned things I don't want to do and discovered things I didn't expect to do that are pretty awesome.

Checkpoint 3: Publish Your Package

The third checkpoint is to publish your package. People won't know what you do or who you do it for if you don't tell them. Publishing this information on your website is a great first step. You can also add it to your LinkedIn profile or your email signature. Start with whatever platforms you have access to.

If you don't have them, think about building them. Use a project like creating a website as an excuse to work through these details. For example, I'm working with a client now to build a website, which catalyzes for us to work through the details of his offerings, the problems he solves, and the solutions he provides. This gives him a platform to continue creating and sharing content.

Checkpoint 4: Promote Your Personal Brand (Reputation)

The final piece of the puzzle is promoting your personal brand. This is where you create content online, publish a newsletter or blog posts, send out emails, and stay active on social media. It involves actively engaging with your community, networking, sharing content, and offering a helping hand. As a freelancer, you have to promote yourself.

It's awesome that we only need a handful of clients to do really well, but we have to get those first few. You'll need to be more active on the front end. Over time, you can pull back on some of the content creation and marketing, depending on the number of leads you want to generate and the amount of work you want to have. The dynamics will determine how much you do and how often, but having a plan and taking action is the starting point.

Summary and Next Steps

To wrap up, the four checkpoints of the second achievement—Our offerings are packaged in a compelling way—are:

Your compensation is set.
How and what you offer is defined.
Your package is published.
Your brand is promoted.

As a freelancer, I find it so helpful to know what I do and who I do it for because it makes promoting myself and selling my services so much easier. Without that clarity, I lack confidence and don't know what to say or ask. Gaining this clarity early on will give you a rocket boost of fuel to succeed.

Having this second achievement in place is critical for the next one.

In achievement number three, we're going to talk about building a steady stream of paying clients. With a compelling package, all you have to do is focus on growing that stream, nurturing your prospects, closing deals, and taking care of your clients.