exploring the freelance advantage (porto 2013)
TRANSCRIPT
09/06/2013 © Marta Stelmaszak
Exploring the freelance advantage
How to stay competitive in the new professional landscape
@mstelmaszak at
#portoconference
09/06/2013 © Marta Stelmaszak
REAL TITLE: BUSINESS MAGIC
Translator Client
09/06/2013 © Marta Stelmaszak
SET OF RULES FOR TODAY
1. I will ask you to participate.2. It’s going to be a practical session.3. There won’t be much on slides, so take notes.4. I’m going to send you a cool worksheet if you
subscribe in 24 hours.5. Tweetables:
@mstelmaszak at #portoconference
09/06/2013 © Marta Stelmaszak
OUTLINE
• Part One: The translator (about 45 minutes)
• Part Two: The client(about 30 minutes)
• Part Three: What happens between (about 45 minutes)
09/06/2013 © Marta Stelmaszak
GOALS FOR TODAY
• You will get some ideas on how to establish yourself as an independent, happy, creative, modern entrepreneur. Whatever that means
• You will look at your clients like you’ve never done before.
• You will leave this room inspired and full of ideas. Promise!
09/06/2013 © Marta Stelmaszak
Part One:The Translator
09/06/2013 © Marta Stelmaszak
ICEBREAKER
Are you on Twitter?
No, I’m not
Set up quickly
Take a piece of paper
Yes, I am
Tweet
Part 1: The Translator
09/06/2013 © Marta Stelmaszak
ICEBREAKER
Q: Why do you translate?
#portoconference
Part 1: The Translator
09/06/2013 © Marta Stelmaszak
THE WHY
Part 1: The Translator
Simon Sinek, The Golden Circle
Key takeaway: It’s not what we do, but why we do it. Also in #xl8
09/06/2013 © Marta Stelmaszak
THE WHY
Part 1: The Translator
Tagline 1: I’m a Polish – English
translator and interpreter.
Tagline 2:I give attention to detail
and spend time on meticulous research.
Tagline 3:I’m fascinated by the language that changes the reality, and legal language has enormous powers to change lives. I want to make sure it always works right. Because so many things are at stake when dealing with
legal language, I have to be very precise and research terminology. Always. And I
happen to translate between Polish and English.
09/06/2013 © Marta Stelmaszak
THE HOW
FreelancerStrategic
partnerships
Cooperation
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THE WHAT
Key takeaway: The more services we can offer, the more competitive we are on #xl8 market
09/06/2013 © Marta Stelmaszak
THE WHY: TAKE ACTION
• Draw these circles on a piece of paper and answer. You have 3 minutes.
Part 1: The Translator
Key takeaway: Refine the why of your #xl8 business.
09/06/2013 © Marta Stelmaszak
THE WHY: WRAP IT UP
WHY
Clients buy why not
what
Lets you believe in what you
do
Gives you enormous confidence
Part 1: The Translator
Key takeaway: Have your why.
09/06/2013 © Marta Stelmaszak
USP: RED OCEAN
Part 1: The Translator
Red ocean from “Blue Ocean
Strategy”
09/06/2013 © Marta Stelmaszak
USP: RED OCEAN
Part 1: The Translator
Red ocean from “Blue Ocean
Strategy”
Truth: Translations we provide may be the same or very similar.
09/06/2013 © Marta Stelmaszak
USP
Part 1: The Translator
Key takeaway: It’s not about words. It’s about who translates them.
• And the biggest freelance advantage is…
09/06/2013 © Marta Stelmaszak
USP
Part 1: The Translator
USP
Why
PersonalityBlue Ocean
Key takeaway: Rediscover your why, infuse your business with personality and create a blue ocean.
09/06/2013 © Marta Stelmaszak
USP: BLUE OCEAN
Part 1: The Translator
Key takeaway: In order to succeed as freelancers, we need our own blue oceans.
09/06/2013 © Marta Stelmaszak
USP: MY STRATEGY CANVAS
Part 1: The Translator
09/06/2013 © Marta Stelmaszak
USP: STRATEGY CANVAS
Part 1: The Translator
Key takeaway: In order to succeed as freelancers, we need our own blue oceans.
09/06/2013 © Marta Stelmaszak
USP: TAKE ACTION
• How can you infuse your business with your personality?
• What can be your blue ocean strategy?• Define your USP and Tweet it.
Key takeaway: My USP is… #portoconference
09/06/2013 © Marta Stelmaszak
USP: WRAP IT UP
Part 1: The Translator
Key takeaway: Clients buy from us where our why, personality and blue ocean meet their needs.
The sweet spot
09/06/2013 © Marta Stelmaszak
Part Two:The Client
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IDEAL CUSTOMER AVATAR
• Who’s really buying our translations? How to know their needs?
• We’re going to dive into the Ideal Customer Avatars
Part 2: The Client
09/06/2013 © Marta Stelmaszak
IDEAL CUSTOMER AVATAR
1. What is an ICA?2. How to do one?3. Step-by-step guide4. 5 minutes on my Avatar5. What do we need it for?6. Subscribe in 24 hours to get a list of
questions
Part 2: The Client
09/06/2013 © Marta Stelmaszak
IDEAL CUSTOMER AVATAR
1. Figure out your ICA- Who’s your avatar?- What does he look like?- What’s his occupation?- What does he do in his spare time?- …
Part 2: The Client
Key takeaway: You can’t sell to masses. You can only sell to specific people.
09/06/2013 © Marta Stelmaszak
IDEAL CUSTOMER AVATAR
2. Understand your customer- What’s his biggest desire?- What’s his biggest problem?- How can you help him solve the
problem?
Part 2: The Client
Key takeaway: Understand what motivates people and anticipate their problems.
09/06/2013 © Marta Stelmaszak
IDEAL CUSTOMER AVATAR
5 minutes with John, my ideal customer
Part 2: The Client
Key takeaway: Going deep into your client’s mind helps you come up with better marketing and better services.
09/06/2013 © Marta Stelmaszak
IDEAL CUSTOMER AVATAR: TAKE ACTION
• Write down as many demographical details about your avatar as you can. You can even draw them.
• Go into the deep psychological aspect.• Tweet your avatar’s names.
Part 2: The Client
Key takeaway: Your client is a key element of your business
09/06/2013 © Marta Stelmaszak
IDEAL CUSTOMER AVATAR: WRAP IT UP
• What do we need an avatar for?
Part 2: The Client
Key takeaway: Knowing your avatar influences the whole business.
Business nameBusiness cardDirect mailWebsiteEmail signatureCopyClothing
09/06/2013 © Marta Stelmaszak
Part Three:The Magic
09/06/2013 © Marta Stelmaszak
MAGIC
• Where to look for clients?• How to convince them to work with you?• Your business toolkit.
Part 3: The Magic
09/06/2013 © Marta Stelmaszak
MAGIC: WHERE TO LOOK FOR CLIENTS
• Clients are everywhere.
Part 3: The Magic
• World Travel Market (5-8 Nov 2012) • Hospitality UK (21-23 Jan 2013)Presentations
• Via British Library• Travel AssociationDirectories
• Association of British Travel Agents• Association of Independent Tour Operators• British Destinations
Organisations
• Travel Magazine• Travel Weekly• The Business Travel Magazine
Magazines
• TTG Digital• Travelnity
Online publications
09/06/2013 © Marta Stelmaszak
MAGIC: WHERE TO LOOK FOR CLIENTS
• Field-related organisations• Field-related events• Field-related websites• Field-related magazines• Field-related directories• Business directories
Part 3: The Magic
Key takeaway: We need to hang out where our clients meet.
09/06/2013 © Marta Stelmaszak
MAGIC: TAKE ACTION
• Take 5 minutes to write down where you can look for clients.
Part 3: The Magic
Need Translators
Charities
Law firms
Private medical sector
Construction industry
Social workers
Private business
Journalists
Ethnical groups
Environment
Training
Market research
Travel industry
Food industry
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MAGIC: HOW TO CONVINCE THEM
Friend Factor
Part 3: The Magic
Clients are friends you do business with.
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MAGIC: HOW TO CONVINCE THEM
How to make translation sell itself?
Part 3: The Magic
Selling
Passion
Confidence
Authority
Social proof
09/06/2013 © Marta Stelmaszak
MAGIC: BUSINESS TOOLKIT
• Know thyself• Know your customers• Always come prepared
Part 3: The Magic
Key takeaway: Business is like a party you throw for your friends. Everything has to be perfect.
09/06/2013 © Marta Stelmaszak
MAGIC: TAKE ACTION
• I’m going to read out some of the business tools you haven’t thought of using before. Note them down.
• For the full business toolkit, subscribe to my newsletter in the next 24 hours:
www.wantwords.co.uk/school/sign-up
Part 3: The Magic
Key takeaway: Look at other industries for inspiration to run your own business.
09/06/2013 © Marta Stelmaszak
MAGIC: WRAP IT UP
• Where to look for clients?• How to convince them to work with you?• Your business toolkit.
Part 3: The Magic
09/06/2013 © Marta Stelmaszak
SUMMARY
• I challenge you to be ready in 2 weeks• Prepare your Why, USP, strategy canvas• Learn more about your clients• Get your business toolkit ready
Key takeaway: @mstelmaszak’s presentation at #portoconference was cool and inspiring!