It’s all well and good to say we need to stand up as an industry to better educate clients, but guess what?
The marketplace doesn’t care about YOUR poor earning, YOUR burnout, how YOU have to scrape barely making a living.
To get better clients and command fees commensurate with the value you feel you provide, you have to show how this benefits THEM and talk about things in terms of THEIR interests, not yours.
You also can’t better educate clients and the marketplace by continuing to market like an employee trying to land a position, calling yourself an assistant and talking about how much cheaper than an employee you are, how much money they will save, and trying to bribe people into working with you with discounts and free work.
When that is the foundation of your marketing message, the very first thing you focus people on, you are continuing the same conversation that causes—and attracts—the very mindset you are trying to avoid.
It is entirely possible to fix all this AND have your needs and standards met.
How, you ask?
By having a conversation in your marketing message with your IDEAL client.
Your ideal client is not the cheapskate who knows the price of everything and the value of nothing (and wants everything for practically nothing).
Your ideal client isn’t looking for a cheap band-aid.
Your ideal client thinks long-term, big picture.
Your ideal client wants a partner and expert, not a flunky.
Your ideal client is seeking QUALITY and HIGH STANDARDS and views these as worthwhile investments that will return far more than is paid in mere dollars.
Point out and illustrate to your ideal client all the ways in which their business and life is improved, everything they GAIN, by working with you (not what they save, not what they can cheap out on, not what you prostrate and discount yourself to do).