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You Get All the Ideal Clients You Create

Recently, I conducted an all day workshop in the West Texas town of Coleman. The event was organized by the town’s Economic Development folks and championed by a long time Duct Tape reader Greg Martin.

During then event I outlined the Duct Tape Marketing System in great detail.

ideal client

photo credit: mallix via photopin cc

As any long time reader here knows one of the first steps in my system is to narrowly define who makes an ideal customer for your business. The endpoint involved in this step can be best summed by this statement – How would I spot your ideal customer?

The path to this endpoint involves lots of study focused on your most profitable customers that already refer – the maim reason to start here is that profitable client are usually profitable because they have the right problem or are the type we can serve well. Because of that fit they usually have the kind of experience that leads them to refer.

The trick of course is to understand why that is. Understand why they are profitable, why they are such a good fit, why they work so well, why they don’t come for low price, why they let us show them how to get value.

The reason to go to this amount of work dissecting and narrowing our focus is two fold. First off, we want to do what we can to attract more of those ideal folks. But, it’s just as important in terms of figuring out how to train, educate and work with every client in a way that makes them ideal.

When you better grasp what makes a great client great, you’re more equipped to create the intentional processes that can turn a not so ideal client into one that behaves like one.

The net effect of all of our marketing is that we get the clients we deserve or create based on how and what we communicate before, during and after the sale. Understanding that gives you complete control of the outcome.

Shortly after the Texas event I received the email below from event organizer Martin and I’ve reprinted it here as he sums this idea up as well as I could have.

I had an interesting discussion with one of our fellow Small Biz Workshop attendees a few days ago.  During our conversation, we got on the topic of the Ideal Customer.  He said something that started me thinking, and it was likely something that most of us are struggling with as we consider the ideas we heard in the Workshop.

“The Ideal Customer is a nice concept and I wish we could focus on just the best customers.  But, truth is, in our market, we have to pay attention to all of our customers.  In our world, our Ideal Customer is the next one to walk through that door.”

I knew that he was somehow not grasping the point John was trying to make.  I also knew that I didn’t have a better answer for him in that moment.  But, later that evening, I had an epiphany…

The Ideal Client is a concept worth considering and worth pursuing.  And, here’s why.  There is little doubt that the gentleman I was talking to could go over his client list and quickly point out the “great” clients or customers.  He knows exactly who they are, simply because he lives and breathes this business every day.  It’s quite likely that he could pick 4 or 5 and say “If I had 100 or 1000 customers just like this group, my business would run more smoothly, we would grow, and we would be more profitable.”

Here comes the epiphany part…

The probable reason those 4 or 5 are “Ideal” is because they pay on time, they are NOT especially price sensitive, they come in regularly instead of waiting until there is an “urgent” need, and because they refer others.  But, and here’s the big “but”…

The question to ask once you have identified this small group is; “Why do they pay on time, why are they not terribly concerned about price, why do they come in regularly, why do they refer your business to others, what do they say when the refer your business to others?”

For example, they may not be price sensitive because they Trust you and because they Value the service you provide.  Even if you are selling a retail product, there is still a service component in the way it’s delivered to you, the experience you have in the store, the availability you provide, the comfort level you have that you weren’t “sold” something you didn’t need, etc.  Same for the other aspects that make them great clients.  They understand the value you are providing.

And now, the “a-ha” moment.  Yes, you are in a limited market.  So, you DO need all the customers, not just the Ideal ones.  But,….  By understanding what makes your Ideal Client tick, you now have the opportunity to educate the “other” clients and move them along the path to becoming Ideal Clients.

Your clients that are less than ideal are not that way because they choose to be.  They just don’t know what your great clients know.  It’s possible that your great clients learned what they know from someone besides you and you are now reaping the benefits.  Maybe they did get the information from you, but it was by accident or it was because you have a closer “relationship” with those clients.

The point is, finding out “why” they behave in an Ideal Client manner is fantastic info for you.  Once you have that information, you can systematically begin making sure that all of your clients know as much about how to be good clients as that small group of Ideal Clients knows already.

Just my two cents.
Greg Martin

So, with this in mind let me ask you this – what kind of client do you deserve?

How to Develop With Instead of For Your Customers

Some of the biggest flops in my career began and ended in the laboratory of my mind.

It starts with a spark of brilliance, then a rush of enthusiasm, followed by product creation and finally ends with “I don’t get it, that should have been a game changer, why didn’t it sell?”

Most product and service disasters occur when we create things people “should” want rather than what they do want.

Increasingly, the secret to success is collaboration – creating new offerings with our customer rather than for our customers.

Launch and learn is the new order.

In order to take advantage of the incredible insight available from a market you’ve got to be brave enough to face your customers or prospects with something that may be little more than an idea and a willingness to learn.

Now that doesn’t mean you simply build the inevitable “Frankenstein” that a customer committee might concoct, but it does mean that you must be prepared to alter, customize and personalize your original vision based on actual live feedback.

This is doubly important for the small business who may only get one shot at getting something right. If you wait to perfect it you may simply create something that people perfectly have no interest in.

There are many ways to execute this kind of customer discovery. I often poll a handful of customers based on the outline of an idea and then grab a group to beta test something more fully developed. Participants test things out for little or no money and I learn what works and what doesn’t.

Research giant Nielsen recently launched an app aimed at pushing out interesting trending data to consumers based on their research on things like movies, books, television shows and music.

Nielsen TOPTEN

In an effort to create some uptake for the app and increase brand awareness Nielsen took the app on the road to a number of university campuses. They rolled out a bus loaded a with college student focused tech, music and graphics and stopped by ten campuses hosting a social media infused party event that included downloading and trialing the app. (You can see some of the tour event photos on the TOPTEN Facebook page)

The app, named TOPTEN, is likely a potent new way for Nielsen to supplement its data with the highly mobile consumer, but according to Nielsen staffers the tour was eye opening in terms of developing an even better experience.

By getting direct, face to face, user experience with the app, they were able to understand not only what users wanted, but how they wanted it, what didn’t seem as intuitive at it should and what they liked best.

Okay, so you don’t have the budget for t-shirts, DJs and a brand wrapped tour bus? This kind of “prospect” tour can be done by any size business and can turn up invaluable data while helping a brand bond with its customers. Invite a handful of customers to lunch, do a Google+Hangout or partner with a non profit to host a meaningful local event.

I have no idea what Nielsen will end up doing with what they learned, but my guess is that the app will undergo some informed revisions based on meaningful customer input.

Experience tells me that any organization that puts collaboration front and center in the product and service development phases will discover innovations that far outstrip anything that can be created in the meeting room.

So, how can you put on your own tour, gather customers for informal launch and learns or create beta innovation groups? How do you collaborate?

FYI: Daughter #3 works for Nielsen and provided me with some background for this example.

5 Basic Tips for Greater eCommerce Conversion

This post is sponsored by Community Merchants USA.
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Buying online is huge business. For many it’s become such a convenient way to shop that even staple, every day items such as contact solution and toothpaste are acquired by turning to a trusted eCommerce vendor.

overview-hero-foregroundWith sites like Amazon blazing innovations like same day shipping it’s only a matter of time before we buy most everything this way.

Whether you sell products or services of any kind offering them online is essential, but there are some practices that customers have come to expect from the online shopping experience.

Even if you have no designs on becoming the next big online super store you would be wise to adopt the following tips.

Social proof

People know that Target is legit, but they may not know much about your business. Make sure that you offer lots of proof that you do what you promise.

Add plenty of testimonials, industry awards and memberships, product reviews and social network follower counts to offer proof that others trust you. If you’ve received coverage in 3rd party publication make a big deal out of the “as seen in” notices.

Internal search

Few things are more frustrating to someone with the intent of buying something than not being able to find it.

Put a search box at the top of every page using Google Custom Search Engine or via your shopping cart tool and make sure you constantly analyze the search queries to see what people can’t find and perhaps what else they would like to find.

Payment options

Give people lot of payment options.

Obviously you need to accept credit cards of all makes, but don’t forget to offer eCheck payments, PayPal, Google Wallet and Amazon Payments.

Assurances

When someone is shopping online there are many things that can spook them. Make sure you answer some of the obvious questions every shopper has.

Things like how secure the transaction is (of course that means you need to make sure that it actually is secure.), when they should expect to receive their purchase and how, what your return policy is, what your guarantee is and your privacy and promotional policy going forward.

Abandonment issues

Forrester study found that 89% of consumers had abandoned a shopping cart at least once.

There are many reasons for this and you need to understand a fix as many as possible.

Think about your own shopping – why do you stop short of purchasing at the shopping cart?

Some of the more common reasons are:

  • The site is too slow
  • Forms to clunky
  • Ask for too much data
  • Lingering questions

There are two practices that can help fix shopping cart abandonment.

Add live chat so that people making a purchase can get extra information and assurances about their transaction.

Add shopping cart abandonment campaigns. Using your shopping cart’s abandonment tool or 3rd party add on such as Rejoiner you can immediately reach out to shoppers who abandoned their purchase and potentially save the sale.

Obviously you need to analyze, test and tweak every element ongoing, but also make sure you add some live user testing so you can see how people actually interact with your eCommerce site.

This post is sponsored by Community Merchants USACommunity Merchants USA is a complete online resource for navigating the world of payment card acceptance. Our site will provide educational resources and tools that will help you get the best value for your business.

Why Landing Pages Are a Must

September 19th I’m hosting a free webinar titled - “How to Quickly Grow Your Email List, Dramatically Increase Your Conversions and Skyrocket your Sales and Profits.” with LeadPages founder Clay Collins (Sign up at the bottom of this post.)

Landing Pages

photo credit: AHMED… via photopin cc

Prospects today are abused, confused and rarely amused by the shear amount of options they turn up when searching for a solution to a challenge. I know that rhyme was corny, but that’s how bad it’s gotten. If you want to be part of the solution think about employing a landing page the next time you want a prospect to take action.

Online marketers have used the term “landing page” for many years to describe a sales tactic focused on getting people to take one, specific action. Today, landing pages have simply become a required element in the marketing toolbox for every imaginable business, including local brick and mortar types.

A landing page is just the page someone “lands on” when an ad or email directs them to take a specific action such as sign up for a free webinar, subscribe to a newsletter, download free videos or buy a new product. The landing page is used instead a site’s homepage.

Effective landing pages make it very clear what a visitor is going to get from a page and how to get it. That’s it plain and simple. They don’t have links to other pages or any other distractions.

There are many great articles on how to create better landing pages including this one from Unbounce but today I want to focus on some reason I think every business needs to create and use landing pages as a core online tool.

Local content

One of the best ways to get your site to rank higher when people search locally and on mobile devices is to have lots of local content. Creating landing pages that feature very localized, down to the neighborhood perhaps, content is a great way to start building the local content and link necessary to have your pages move up in the search index for local search.

Social content

Sending your LinkedIn, Twitter and Facebook connections to landing pages that are personalized to each network is a great way to deepen the connection. By running Twitter and Facebook feeds on these pages and acknowledging the connection with those that come from those networks you will also find a much higher degree of engagement in those networks.

Smart content

By creating landing pages that address the specific market segments, product segments or key content segments for your business you can begin to better funnel people to the specific types of content they desire. Using a tool like Survey Funnel in conjunction with your landing pages could allow a visitor to tell you what they are looking for and be directed to specific content based on their choices.

Lead capture

Landing pages are your lead capture workhorse. If you have a great eBook or free workshop to promote you may want to create signup forms for most of your web pages, but your signups will soar when you create a page that details, sells and demonstrates the benefits of acquiring your free report. A landing page with video, audio, images, descriptions and very intuitive call to action is a must for lead capture campaigns.

Advertising conversion

Any form of advertising will be much more effective if it is targeted to a page that contains nothing but content that supports the message in your ads. The more relevant the page to the ad, the more effective. Smart marketers constantly experiment with ad and landing page combinations, including creating keyword optimized pages for specific groups of PPC ads.

Use a powerful tool

There are many resources geared towards helping you create landing pages, but my favorite at the moment is called LeadPages. I run my entire website on WordPress and LeadPages comes with a WordPress landing page plugin that gives me total flexibility in the creation and deployment of landing pages. The tool includes predesigned configurations for sales pages and opt-in pages and is very easy to configure and style. A tool like LeadPages is a must if you plan to take today’s advice to heart.

In fact, on September 19th I’m hosting a free webinar titled - “How to Quickly Grow Your Email List, Dramatically Increase Your Conversions and Skyrocket your Sales and Profits.” with LeadPages founder Clay Collins. Clay and I will go over the exact science behind landing pages that convert and the simple tested tips and tricks they use every day to double and triple response.

Sign up for the free webinar today and I’ll be sure to send you reminders when we get closer.

Sign Up Today

Why Outbound Marketing Has Never Been More Effective

The rallying cry of inbound and content marketers everywhere is that outbound marketing, you know, things like advertising, cold calling and overt promotion are evil.

omnimarketing

photo credit: The Eggplant via photopin cc

The theory is that if you put enough high quality content out there, the right people will find you. And, both in theory and in fact, this is happening.

The funny thing about evolution, however, is that it never really stops.

As marketers and the customers they aim to attract fully embraced inbound marketing, the sales function had to change with it. The most effective sales professionals today practice inbound selling and collaborate as much as close.

As marketers and the customers they aim to attract fully embraced inbound marketing, outbound marketing became more effective.

Now, before you get out the pitchforks and start skewering, let me explain.

Before inbound marketers built libraries of educational content to lean on in their inbound marketing efforts, most outbound approaches simply shouted buy, buy, buy – and that’s the part that turned everyone off.

But now, smart marketers are using their content assets, married with outbound tactics, to attract leads with a more palatable read, read, read or download, download, download!

An add on Facebook, promoting a popular free eBook, highly targeted to people who have shown a real interest in this precise kind of content, is an effective use of inbound and outbound tactics.

Smart sales professionals are using effective network mining techniques combined with content assets to turn what we used to refer to as cold calls into very effective smart calls.

A sales professional, mining social networks and listening for very specific requests for information can offer up a free eBook or video training turning a something cold into something smart.

Once you build an inbound marketing approach and find that this approach attracts and converts the right customers, you can effectively expand and amplify it through other channels. While being found is nice, it can also be quite limiting.

If you want to grow your marketing reach and create greater marketing velocity use your content assets to go find even more of the right customer.

Now, understand, I’m not suggesting a return to the “shout from the rooftops to anyone that will listen days,” those days are gone forever. What I am suggesting is that you use the tools at your disposal to narrowly target prospects and invite them to find your valuable, education based content.

I’ve been promoting this approach for a number of years now and it has become even more effective as social media participation and behavior grows. In fact, the ability to target, learn, access and engage through social networks has made this integrated view the most effective approach possible.

Marketers love to name new strategies and tactics so I think I’ll take a stab at coining a term to describe what I see as the latest evolution of sorts.

Inbound marketing + inbound selling + social media + outbound marketing = Omnimarketing.

I believe that smart, balanced Omnimarketing is the way forward.

There is no “either or”, “one way is better than another”, “this way is cheaper than another” approach that can effectively leverage every opportunity available today.

The Omnimarketing formula looks something like this.

  • Build a content strategy that attracts the right customer and builds trust. Test, tweak, add and subtract until you find the right customer conversion journey and experience.
  • Work to understand everything you can about the prospects and customers your inbound approach is attracting.
  • Get your sales teams to move deeply into social networks to understand even more about the needs and challenges of the customers your marketing is attracting.
  • Let your salespeople start leveraging and personalizing content assets to turn up and make smart calls.
  • Now start building a narrowly targeted advertising approach that brings even greater numbers of leads into your content or Marketing Hourglass.
  • Continue to test, tweak and refine your outbound efforts based on actual conversations and conversions that move through your Omnimarketing approach.
  • Re-engage your customers to measure results and enable referrals.

Ominmarketing works because first and foremost it’s based on the way that people want to buy today and once you understand that you can add the element of control that targeted outbound marketing brings.

3 Social SEO Tweaks Every Business Should Make

SEO, Content and Social Media are so tightly wound together these days that business owners and marketers need to grab every little advantage they can to wring the most out of their efforts in each area.

Most of the major social networks have created ways to help content producers enhance the sharing of their content on their respective networks by making it easier and more beneficial to share.

Today I would like to discuss three, what I’m calling Social SEO, Tweaks that site owners should take. While they involve three specific social networks – Twitter, Google+ and Facebook -  they are all drawn from the increasingly useful, almost standard, Facebook Open Graph Protocol. (Don’t worry you don’t really need to know what that is, but if you want to know, here’s more in on OG)

Essentially what Open Graph does is allow you to insert meta data in a web page or blog post that turns that content into a social object of sorts. So now when someone tweets a link to your awesome blog post you have control over how things like an image, description and link are displayed.

Because the protocol is being widely accepted as the standard, just about every social network is adopting ways to implement it. So now when someone pins your awesome product a rich description, link to your shopping cart, price and even availability are all transported with the pin to display in Pinterest.

Okay, back to the tweaks I think you should explore first if this topic in new to you.

Facebook Open Graph

Since this is the foundation for all three of the plays I’m suggesting, let’s start here. The good news is that for WordPress users, plugins have been built that make all the coding aspects of these tactics very, very simple. I recommend that every WordPress Site owner install the WordPress SEO Plugin by Yoast. This plugin not only handles most of the important on page SEO factors for bloggers, it also has a tab to instantly create the Facebook Open Graph settings as well as the Twitter and Google+ settings I’ll discuss in greater detail below. The NextGen Open Graph plugin is another good one for this topic.

If you are using either plugin mentioned above simply follow the instructions. The thing I like most about this feature is that it gives far greater control over what content shows up with your posts in the status updates on Facebook. I’ve always viewed the description tag as way to advertise why someone might want to click through and read and with this setting you get total control over that.

By using the featured image setting in WordPress you also get to control what image is viewed with your posts. It can be a single image, like I use in this post, or it can be any other image you choose to mark as featured, whether it shows in the post or not. Again, total control!

For non WordPress folks you can read the Facebook Open Graph implementation instructions here.

Twitter Cards

About a year ago Twitter added something called Twitter Cards that use a mix of OG and Twitter only tags to allow Tweets and RTs to be much richer.

The implementation is pretty straightforward and the documentation pretty useful. Once you’ve set the meta data up on your site or page you do have to get validated and approved for the card types you wish to use. Simply go to the validator and click on the validate and approve tab and put in the URL for blog post. The tool will check for the OG code and allow you to submit. Twitter says it takes 2-4 weeks for approval, but when I submitted it took about 5 minutes. Once again, plugins make this a snap.

Below you can see the difference the addition of the Twitter Card makes both on the Twitter site and in the Twitter app.

 

Google Authorship

I’ve written a lot about Google Authorship because I think it’s a biggie. You’ve probably seen search results like those in the image below. Google allows content producers to link their site and Google+ profile to content they produce. This includes content you write on your site and content you contribute to other sites. Simply add all the sites your contribute to in your Google+ profile to get this additional feature started. (It may takes months to actually start showing up in search, so do it today!)

Not only does this create a more compelling view of your content in search, it allows Google to connect ownership and authority to the content – two good things I think!

Google Authorship
Content from Duct Tape Marketing highlighted by Google Authorship

Google Authorship on Entrepreneur
Here’s content I wrote for Entrepreneur also highlighted by Google Authorship

The Yoast plugin mentioned above handles this one but you must have a Google+ profile to link to and it’s a good idea to signup and validate authorship with Google+

Another nice tool for validating your sharing code on  your site is the KnowEm Social Media Optimizer.

Overachievers might want to also check out the instructions for adding Pinterest specific meta data as well.

Are You Prepared for the Google Reader Shutdown?

As has been widely reported, Google Reader is shutting down July 1, 2013. Now, in typical Google fashion, no one really knows what will actually happen on the that date, but as I it see you have about three choices if you are to continue to consistently consume blog content.

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Move to a new RSS reader

There are actually many options for moving your existing RSS subscriptions to another setup that can pretty much make the change a non event and may even turn up some enhancements.

The first step is to export your current subscriptions out of Google Reader so that you have a file you can import to other services. A number of other RSS readers have built this feature in and can do it automatically once you grant access.

Here’s how to export your data from Google Reader as an OPML file.

1. Sign into Google Reader account and go to the Settings in the upper right corner. It looks like this:
Google reader settings

2. Navigate to Import/Export tab. At the bottom, under “Export your information,” click the link “Download your data through Takeout.”

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Some of the services getting the most buzz currently are:

  • Feedly, another popular alternative, combines bookmarking with feed reading and sharing.
  • Feedbin – this very simple and very pleasing layout to reading RSS feeds costs $2/month and it’s the one I’ve chosen to use currently
  • NewsBlur is a simple interface that includes mobile apps and ability to share stories your find on popular sites such as Evernote.

In case you’re interested, here’s what I’ve done:

  • I created accounts in Feedly and Feedbin (a little redundancy online is a good thing)
  • Right now I currently use Feedbin for daily consumption because I use an iPhone app called ReederApp that uses my Feedbin subscriptions to give me a phone version – which is where I read most of my blog content (ReederApp is working on itegration with Feedly as well)
  • The ReederApp allows me to do lots of things with individual blog posts such as submit to Buffer, add to Delicious, Tweet or email directly from within my phone – I depend on this function as I share a lot of content in social media and this makes it very easy to do so.

Use it as a do over

Another approach is to forget your past subscriptions and simply sign up for an RSS reader you fancy and start subscribing to blogs based on where you are today.

I’ll admit, even with constant housekeeping there are some blogs in my reader that I don’t give much love.

You might consider taking the time to hand pick some new ones. (Although I do hope you consider continuing to read this blog!)

If this sounds appealing you can skip the export (although you may want to do it anyway just in case) and simply pick a new reader and start subscribing.

Change the way you read blogs

An entirely different option is to think otherwise about the content altogether. Instead of subscribing to any particular blogs you could subscribe to topics or rely on trusted friends to tell you what they are reading.

This can be a great way to stay laser focused on just the stuff that interests you and start building some “reading networks” in favor of reading destinations.

One service in particular that I think excels in this area is Newsle.

Newlse allows you to follow the reading activity of people in your social networks. It will identify influential people and what it calls famous people, but essentially you can follow anyone you want and create alerts. One might consider, for example, creating a list of major clients or important journalists and keeping tabs on what they are writing and tagging.

Frankly, I’m doing both – continuing to read RSS feeds and following curated lists on Newsle.

Why You Must Stop Selling Your Time

If you’re stuck in the rut of selling your time, do yourself a favor and grab this free eBook I’ve cosponsored with my friends from FreshBooks – Breaking the Time Barrier.

Very early on in my consulting career I learned an important lesson about time – You only have so much.

unlock the time barrier

photo credit: subcircle via photopin cc

I know that may seem like an obvious thing, but many businesses still base their pricing, and therefore their capacity to earn, on time calculations. You know, it takes me 10 hours to build this so that will be 10 X $75/hr.

When I provided consulting services this way I quickly filled up my capacity and essentially trapped my profit potential. After I had done this for a few years I started to raise my prices and a funny thing happened – I stayed just as busy.

Then one day a potential client called and said he heard that I was really good at getting companies featured in the local business journal. Instead of suggesting an hourly fee I told him that if I was successful the cost would be $2,500. At first he balked, but then he considered there really wasn’t any risk unless he got a result.

I hung up the phone and made one call to a journalist that I knew was looking for precisely this kind of story. I secured the interview and called my client back with the good news and an invoice. He said, “but wait, it apparently only took you 15 minutes to get me that story and you want me to pay you $2,500?”

I told him in fact it had taken me the better part of 10 years to be able to get him that story and that he was paying for the value of the result and not my time. He had no argument with that logic, paid the invoice and was thrilled with the result.

That was the day I knew I would spend the rest of my business life using value based pricing. I began to align all of my fees based on the results I knew I could deliver and took time off the table every time it crept into a client conversation. In the end clients don’t want your time, they want a result. When they become confident you can deliver that, they don’t really care how you do it.

The keys to embracing value based pricing

  • Understand that price is a function of perceived value – increase your or your product’s perceived value and you can increase the price. This is why best-selling authors can charge much more for speaking fees and why Apple can charge more for a phone.
  • You must have a clear point of differentiation – Your methodology, point of view, feature set, delivery, packaging, experience, training, design, etc. must set you so far apart from others that there is no way in which a prospect would consider using price as the lone comparison tool.
  • You must measure results – Once you start to appreciate that the work you do delivers tens of thousands or hundreds of thousands of dollars in results to a client, you’ll get much more open about value based pricing. You must measure and review with your clients the actual results they get from working with you so that you can confidently begin to price and sell your work based on this knowledge and proof.

My friend Mike McDerment, co-founder of FreshBooks, just completed a free eBook (with Donald Cowper) in which he chronicles the story of a web designer who comes to appreciate why he’s going broke selling his time vs. selling the results of his work. If you’re stuck in the time rut, do yourself a favor and grab this free eBook – Breaking the Time Barrier – How to Unlock Your True Earning Potential.