Create Something Real to Sell

Fifteen years ago when I started in design and advertising every agency was busy naming its proprietary process for branding, positioning, research, etc. They all had self-important names like Brand Truth Discovery Process and a cool flow chart to go with it. At the time I didn’t understand what the hell those agencies were talking about and I didn’t understand why it had to have a name. Some would say we’ve evolved past those chest puffing days—others, like the Ad Contrarian, would disagree. But either way, I’ve come to understand why agencies do it. Hell, I’ve even named some of my own creative frameworks. (You’ll read about the Marketing Ecosystem in a future post.) They do it for one simple reason: it’s easier to sell it when its real. Read the rest of this entry »

Learn Selling from a Drag Queen

Last night I watched an episode of Ru Paul’s Drag Race. A reality show competition of drag queen divas. It has all the things you would expect a show like this to have, the drama, the camp and the predictability. But it had one more unexpected thing, lessons in selling.

If there’s one skill common to all good drag queens, it’s the ability to sell. They know how to sell a whole package, to create a persona, wrap it up in a show and deliver it in a song.  They do this so well we suspend dis-belief and are captivated by a performance so ballsy that it commands our attention. Ever wish you could do that? I’m not talking about the drag, I’m talking about the selling. I’m talking about casting aside your fears and creating selling show. One that your prospect can’t ignore.

The thing that sparked this thought for me was something one of the contestants said. She said that by wearing a costume she was able to overcome her fears, transcend herself and be the character who could do all those brash and captivating things on stage. Doing this, she was able to make it through difficult times of self-doubt and create success. Could it be the key to your sales success? I say yes.

Of course I don’t mean you should join the drag show and start looking for a sequined gown.  I mean you should create a sales persona, create a costume and put on a fearless show for your prospects. Your persona could be the seasoned vet or the whip-smart MBA. Find the most powerful part of your personality and amplify it. Make a costume. It could be a suit, it could jeans—it doesn’t have to be fancy. Think about Steve Jobs. What’s his costume? It’s no accident he wears the same outfit at every presentation. Just make sure to “own it”, like a drag queen. When you wear your costume you’ll have the permission and courage to be the most captivating version of yourself. Then put yourself on stage and command the attention of your audience. For at least as long as it takes to sing I Will Survive.

Thoughts on Freelancing Rates

Our new freelancing friends often ask us about how much their hourly rates should be. It’s a common dilemma and one that inevitably ends with the phrase “it depends”. Sure there are average rates in the market, a range that collectively we feel the market will bear. But that’s a very localized thing. So much so that across the Denver metro area you’ll find significant differences north to south, east to west.

What everyone should be focused on is find a balance point between the market average and their skills—one that leans toward value for the client. It’s that value quotient that keeps you at the top of the list when clients have new projects. How do you figure out your pricing for new clients? What about repeat clients? What about work that comes to you through other freelancers?

Today Seth Godin takes and interesting view on issues around these questions in his post Open Buying and Open Selling.