The Friday Freelancer #004: How to sell more stuff by understanding your customer's market journey.
Huw Davies
For experienced designers ready to land $5k clients and scale to $100k+ without paid ads | Business Consultant/Coach | 20+ years in design
Hey! Huw here.
OK, welcome to almost 600 of you fabulous Friday Freelancers who have joined us since last week. Thank you!
Each Friday, I send out one tip to grow your freelance design business.
Today's issue takes just over 90 seconds to read.
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OK! This week's tip: How to sell more stuff by understanding your customer's market journey.
I'm going to break down a concept for you that is very important in any business, not just a creative business.
It's called the Larger Market Formula.
And if you understand this concept and take action, it can make you a lot of money.
It's about understanding when your customers are ready to buy and what stage they are at.
Because everyone, whether they are buying a product or service, goes through these 4 steps.
Below is an illustration of the Larger Market Formula, portrayed as a funnel.
At the top of the funnel, it shows that 60% of your potential customers are not problem aware.
This means that they don't know they have a problem with their brand or with their website.
They literally don't have a clue they need help with any graphic design services.
Next, 20% are problem aware.
This means they know they have a problem but are not sure how to fix it.
As we move down, 17% are in information gathering mode and only 3% are ready to buy now!
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OK, that's great Huw but what does this all mean for my freelance graphic design business?
Let me explain.
As potential customers come down the funnel, you need to think about making content that speaks to them where they are at.
For example, if a potential customer is ready to buy now, there would be no reason to send them to a blog article on 'how they can improve their website SEO'...that would just be silly.
Rather you should be wow-ing the customer with powerful case studies, a free SEO audit or consultation, or providing some kick-ass client testimonials to close the deal.
However, that blog article works really well to create awareness for those that are 'not problem aware'.
This is why understanding what stage your customers are in the buying funnel makes all the difference.
Here are few tips on what content to produce at which stage:
Awareness stage
Considering stage
Decision stage
OK, I hope that provides some practical tips for you when creating content for getting more client for your design business.
Remember to always be conscious of the buying stage.
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That's all for this Friday. 1 simple tip for your freelance design business.
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Have a great weekend!
Cheers, Huw
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