F-U, or the power of PR
Can ten minutes make a ten thousand dollar difference?
Not so long ago, a colleague introduced me to a client in need of a narrator. His institute was searching for a European voice and for someone who could read an audio book full of names and quotes in German, French, Dutch and other languages. That happens to be my specialty, and I was pretty confident that I could take on the task.
A day later I received an email. The client had listened to my online demos and found my sound to be ‘too commercial’ for this rather academic endeavor. In other words: Goodbye, Vielen Dank and bonne chance.
Now, some people might leave it at that and move on to the next best thing. Not me. My response to this client was a short and simple F-U!
You see, no matter how good a generic sample of your product may be, it has one fundamental flaw. Whether it’s a bunch of book covers you designed, websites, sales letters, videos or voice-over demos: they only showcase what you believe to be your best work.
If that’s the case, I have news for you: your client doesn’t really care about what you’ve done for other people in the past. Every client has the same response:
I am unique. Can you solve my problem?
If I’m looking for a handyman to fix that leak in my basement, do I really need to know that this genius is also a master mason and a talented woodworker? I don’t think so!
But listen to this: once Handy Andy’s in the door and has freed me from the floods without charging me an arm and a leg, I might want to talk to him about those broken concrete steps to my front door and that railing that’s been hanging by a few loose screws.
And after Andy’s assessed my steps and staircase and has run the numbers, I expect nothing but an F-U from him, and it better be within a few days. Otherwise I’ll go to Helpful Harry.
MISSING THE MARK
Failing freelancers make two crucial mistakes.
ONE: they sin against the Fifth Habit of Highly Successful People as defined by best-selling author Stephen Covey.
Seek first to understand. Then be understood.
Instead, these freelancers tell you everything you don’t need to know and were afraid they’d bring up. If only you would understand what they’re capable of, you’d hire them on the spot, wouldn’t you?
Excuse me… Doctor, don’t you need to know what’s wrong with me before you write me a prescription?
TWO: failing freelancers forget to Follow-Up.
In my case, not following up with the audio book people would be admitting defeat without having given myself a fighting chance. Throwing in the towel is easy. Sorry folks, but I don’t believe in ‘easy’. Forget the song title. Easy never does it.
Let’s look at these mistakes in greater detail.
FIRST BLUNDER: Not following up, period.
Some of us have become masters of hollow phrases and empty expressions. How many times have you heard the words: “I’ll get back to you,” and you said to yourself: “Yeah, right. That’ll be the day!”
How many times have you ended a conversation with “We’ll talk soon,” and sooner became later, and later became “You seem familiar. Have we met before?”
Talk is cheap (that’s why there isn’t much money in voice-overs, these days). Seriously, be a man or woman of your word and make that follow-up call or write that email. Don’t put it off till tomorrow because tomorrow never comes.
Here’s what you do after you’ve spoken with a promising contact.
As soon as you put that phone down, type up a quick email, and begin by writing something nice followed by something specific. Let’s say you promised to email a prospect an estimate. Put your promise in writing and tell her when to expect your proposal. Make it a habit to always beat that deadline. Don’t allow a hot prospect to cool off or explore other options. Get that proposal in fast.
Provide your client with all your contact information. You’d be surprised how many business-related emails I receive that are simply signed by some “Jeff” or “Ginny”.
Also, with a last name like Strikwerda it’s no surprise that people have a hard time remembering it, let alone how to spell it. It is in my best interest to give my contacts a reminder.
My goal is fourfold:
- to show the client that I am responsive
- to make it easy for them to get back to me
- to offer alternative ways of staying in touch with me (e.g. Facebook or Twitter)
- to reinforce my brand, Nethervoice
In all my years as a freelancer I’ve heard many clients complain about colleagues. Number one on the list of grievances is a lack of responsiveness. They tell me:
“It takes ages for him to get back to me. What’s going on? I get the feeling that he could care less about my business. Do you have someone else you could recommend?”
Think about it. If I were to advertise myself as someone who can offer a quick turnaround on a project, and for whatever reason I take three days to respond to a simple question, what is the real message I am sending?
SECOND BLUNDER: Only following up when something’s wrong.
Unpaid invoices. Unanswered emails. Broken promises. That’s when most people feel the sudden urge to follow-up. It’s a bad habit because it will primarily associate you with problems and negativity.
The secret to building a solid relationship is to make sure that your client, your agent (and even your partner) has as many positive interactions with you as possible. That’s not rocket science, is it?
Learn from what the Mad Men of Madison Avenue have practiced for decades. The secret to any successful campaign rests on the extent to which the advertising agency manages to manipulate you into associating negative feelings with a problem and positive feelings with a product.
Let me be clear about one thing: I am not suggesting that you trick those on whom you depend into liking you. I just want you to be mindful and treat others the way you’d like to be treated yourself. That’s all, really.
So how do you handle tricky things like unpaid bills? Guess what?
You don’t!
Do yourself a huge favor and have your bookkeeper handle that outstanding balance. Let your lawyer deal with that contract. Leave it to your agent to negotiate your rate (or to the Unions, for that matter). Stay out of the line of fire and focus on delivering the goods to the best of your ability. That’s your job.
But do follow-up to put the power of PR into practice. And by PR I mean: Positive Reinforcement. It works with kids. It works with your partner. It certainly works in business.
Follow up…
- after that meeting
- after your call
- after they’ve received your proposal
- as soon as you’re selected for the job
- when someone else got the job
- when the job is done
- to thank your colleague for the referral
- and refer your colleague to someone else
- after someone answered your question on a forum
- to congratulate, encourage, admire and inspire
- after reading a blog that was really helpful
THIRD BLUNDER: Becoming a follow-up freak.
Too much of a good thing is a bad thing. Remember that it’s all about purposeful positive reinforcement, but in moderation. Just because I have shown an interest in your services at one point in time, doesn’t mean that I want to be on your mailing list, or that I want to befriend you on Facebook or follow your silly tweets on Twitter. If I’m interested, I’ll make the first move. You don’t have permission to cyber-stalk me.
This relationship is not about you. It is about me -someone you might do business with or have done business with. Stop leaving those self-serving comments on my blog. I don’t need to know what you had for breakfast or that you’re a fan of Fox News. That’s not a follow-up. That’s being a pain in the tush. Don’t you have work to do?
UNDERRATED
Used correctly, the follow-up can be one of the best instruments in your freelance toolkit. But if it turns out to be so effective, why don’t more people use it? I think that it’s in part due to laziness and sometimes even carelessness. However, I also believe that it has to do with a culture that seems more intent on punishing unwanted behavior, rather than on reinforcing positive behavior.
We tend to take action when things go wrong, and often, we’re not grateful for the things we take for granted. We want things for free. We get things for free. Why say “Thank You” for something that didn’t cost you anything?
If this is a trend we wish to turn around, you and I should lead the way. Take a minute or two to follow-up with that colleague who passed your name on to his client. Let that company know how much you appreciate the fact that they paid you in full within ten days after you sent them an invoice. Thank that engineer for making you sound better than ever. Show someone some gratitude, instead of an attitude. Follow-up! Use the power of PR!
REVERSAL OF FORTUNE?
So, can ten minutes really make a ten thousand dollar difference?
As soon as I received the message that my voice was ‘too commercial’ for this academic, international project, I jumped on-line and found the book that needed narration. I picked a paragraph with some German and French names in it, and in my best un-commercial voice I began recording. Within ten minutes, the client received an email with a custom demo.
One day later, the job was mine, as well as the prospect of receiving a nice check.
Understand first. Then be understood.
Some have asked me:
“Does every follow-up have a happy ending?”
Well… I’d have to get back to you on that one!
Paul Strikwerda © 2010
www.nethervoice.com
PS How many international clients do you have? Have you ever experienced miscommunication because of language problems? If so, my next article is for you!
