The #1 thing that made the difference in building enough lead flow to support my 11-person agency was becoming an educator.
(Have you seen Zach’s “Practice Being An Educator” idea?)
Most freelancers don’t bother with blogging, podcasting, or writing a newsletter because they “don’t have the time.”
It’s also – maybe mostly – because it feels scary and vulnerable.
…And very triggering of imposter syndrome.
- “What if I write something and people tell me how wrong and dumb I am?”
- “I’m a crappy writer, no one would want to read what I write”
- “I don’t have anything to say that others haven’t already said before”
Any of those sound familiar?
If you really want to build a solid foundation and get your rates to the top 1%, it’ll benefit you greatly to practice pushing through that imposter syndrome.
It’s difficult at first, but gets easier with practice and repetition — believe me.
Huge tip for authority-building: write a book
Once you’re comfortable writing and creating blog content, it can be incredibly powerful to write a book or eBook.
And before you state “I don’t have the time” objection, hear me out…
The expression “She practically wrote the book on XYZ” exists for a reason.
Being an author on a topic automatically frames you as being knowledgeable and authoritative on that topic.
After all, if you were going to hire someone to… I don’t know… re-do your roof, who would you rather hire?
- A: The random company you found on google maps, or
- B: The company headed by the person who wrote the “Best Practices For Roofers” book?
Beyond the authority, there are other benefits:
- eBooks are great resources for tackling FAQs to save you time and energy (e.g. you can send one on your workflow process to each new client as an onboarding resource)
- They can also be passive income generators that aren’t tied to your time, which helps you diversify beyond your freelancing income
- They give you a chance to showcase your expertise in a reader-friendly format
“But Brennan, I don’t have the time to write an eBook!”
Didn’t we agree that you’d hear me out? 😂
There’s a solution to the “it takes a lot of time” objection:
Friend of DYF, Kaleigh Moore, created a free guide on how you can repackage your blog posts into an eBook, making the book-writing process much easier and quicker.
Authority- and audience-building steps to take:
Here’s a step-by-step process you can take to get comfortable with content creation and stepping into the educator role.
Eventually, this process will move you into more public marketing strategies.
- Use Zach’s tip to “practice being an educator”
- Start writing case studies about your clients
- Start blogging on your own site consistently to get comfortable writing
- Start repackaging your blog posts into an eBook
- Create a funnel so that you can start building your audience
- Get started marketing by borrowing other people’s audiences and using your new skills to create huge lead flow into your business
For an in-depth, step-by-step course that walks you through #5, you can check out our flagship marketing course, The Blueprint.