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Branding And Positioning Your Freelancing Business

Most freelancers are generalists. They’ll work with anyone, and don’t typically serve any particular niche.

We think you should put a lot of thought into your branding and the kind of clients you choose to work with. In this section, we’ll help you determine who you are, what you offer, and who you work with.

Our Views On Branding & Positioning:

  • You should pick a niche and stick with it. Find out why.
  • Productized consulting helps you align your services with the exact needs of your clients. Find out how.
  • You never should abandon your principles. Find out why.

Recent Articles

Do You Need To Abandon Your Principles To Become A Business Consultant?

by Brennan Dunn — Get free updates of new posts here

If I were to distill down every article, podcast episode, course, or what-have-you that I’ve ever created into a mission statement of sorts, I think it would be this: To turn talented freelancers into savvy business owners.

Sometimes, readers of mine look a bit too far into this statement…

Am I advocating that people stop getting better at their crafts?

That everyone should turn into charlatans, and “sell the sizzle” by becoming world-class schmoozers?


I get why people sometimes think this. In our vernacular, “change” is often associated with “replacing something faulty with something good”. When Obama ran under the banner of Change We Can Believe In, he was making a judgement about the system he was inheriting.

But change can happen without demoting or discarding the thing being changed.

You can become good at business without sacrificing your principles.

You can be both a businessman and a master craftsman.

Positioning: How to Stop Cutting Vegetables With a Mallet

by Philip Morgan — Get free updates of new posts here

(This is a guest post by Philip Morgan, a speaker at the upcoming Double Your Freelancing Conference. Don’t have your ticket yet? Buy your ticket while they’re still available and join Philip and 13 other speakers in Norfolk, Virginia, this September 16th – 18th)

I’m going to embarrass myself a bit by telling you that even though I have half a decade of experience in the content marketing business, I wasn’t getting any results from my own content marketing until recently.

How could this be?

I had written very effective white papers for Microsoft, Hitachi, and Verizon, among others. I’ve written compelling web copy for other successful companies.

Why weren’t my own marketing efforts turning into leads for my business?

Maybe I’m the slow one…

New Industry You’ve Never Worked In Before? No Problem!

by Brennan Dunn — Get free updates of new posts here

A few weeks ago, Cole tweeted a great followup question to Episode 23 of the podcast:

Whenever any discussion around niching or breaking free of general purpose commodity work comes up around here, I almost inevitably get questions like Cole’s. So rather than trying to answer the question in bursts of 140 characters, I told Cole I’d think through my response here on DoubleYourFreelancing, along with some sundry thoughts on specialization.

Overcoming The Fear Of “Choosing A Niche”

by Brennan Dunn — Get free updates of new posts here

When you go from being a generalist — that is, a provider of some commodity service, like web design — to being a specialist, who solves a specific type of problem for a specific kind of client, three things almost always happen:

  1. You’re able to charge more.
  2. Your clients give you more creative latitude and freedom, and a lot more respect.
  3. It’s easier to close deals.

It all sounds great, right?

But hold on a second… “choosing a niche” is difficult. And it can be downright scary. For most of us, it will require stepping out of the comfort zone of anything goes, as long as I can do the work.

It requires a laser-focused approach to the way you describe yourself to others, write your website, setup your marketing, write your proposals, and so on. You end up no longer being able to simply hang up your shingle stating “Writer for sale, only $50 an hour” — instead, you need to come up with a value proposition that speaks to and solves a real need.

4 Mistakes Freelancers Make When Selling Themselves

by Brennan Dunn — Get free updates of new posts here

You’ve probably heard that you should always be selling. It doesn’t matter if you’re sporting a suit and tie at a conference pre-party or chatting business with a fellow parent at a kid’s birthday party: if the person you’re talking with could end up either hiring you or referring you to others, you better sell yourself to them.

And this is good advice. You should be “selling” yourself. Human relationships are forged on people selling themselves to others. (I had to sell myself to my college’s admissions office. I had to sell myself to every boss, client, and customer I ever worked with. I had to sell myself as a potential boyfriend, and later husband, to my wife).

But I think this advice can often lead people to think that selling is a win-or-lose game. That your job is to create a positive impression as quickly as possible, make your pitch before whoever you’re talking to becomes disinterested, and go in for the kill — I mean, the sale.

Advanced Training

Charge What You're Worth

In this free, 9-lesson email course you'll learn the foundations of why (and how) you should charge for the value you deliver to your clients.

NEW: Mastering Project Roadmaps

This is a brand new course that teaches how to get paid to estimate client projects. 5 hours of video + all the documents and templates you need to succeed.

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