Here’s a basic but critical mistake that lots of freelancers make when marketing to direct clients. When the client asks, for example, “Why should we hire you?,” the freelancer’s answer promotes a) their life story, or b) their process. Don’t do this (we’ll talk about why). Instead, sell the result of your services, so that the client clearly sees what’s in it for them.
Let’s take a closer look. Back to the question from our prospective client. “We’re looking at a few different translators. Maybe we don’t even need this translated. Why should we hire you?” Here’s how many freelance translators would respond:
“Because I’ve been a translator for over 10 years and I specialize in your industry. I have a Master’s in Translation and I’m certified.”
OR
“Because I translate over 3,000 words a day and I have all the latest software. I use the market leader translation memory tools. I’ve been building up my glossaries for the last 10 years, and I use many specialized dictionaries as well.”
What’s wrong with these kinds of pitches? Well, a few things. For example, many direct clients may not know (or, for that matter, care) what translation memory software is. But the root of the problem is that these pitches fail to show the client what’s in it for them. The client might extrapolate those advantages. Using a certified translator with 10 years’ experience should mean that the person is competent. The fact that the translator’s software is up to date is impressive. But that’s counting on a client to make connections that they shouldn’t have to make. What if our translator answered the client’s question like this:
“Why work with me? Because I help you market with confidence in Latin America.”
“Because I help you feel confident when you walk into a meeting with foreign investors.”
“Because I keep your social media presence engaging and consistent across languages.”
“Because content marketing is the new advertising, and I help you do that effectively in English.”
“Because I help Spanish speakers find you instead of your competition.”
These are exaggerated examples. But the point is: sell the result. Show the client what’s in it for them, and leave your life story and the process for later in the conversation, if the client wants to hear about them.
Here’s a humorous example from another sector. A friend of mine who’s a therapist put it this way. Not many people wake up in the morning thinking, “You know what would make today great? A relationship counseling session.” But if you look at the results end of that thought, *many* people wake up in the morning, thinking, “I wish I could talk to my spouse about money without arguing. I wish we didn’t have the same disagreements over and over again. I wish we had more time to do fun things together instead of talking about the appliances and the kids’ sports schedules.” So, instead of pitching “Don’t you want to come in and pay me to listen to your relationship problems,” or “I have a Master’s degree in Counseling, come see me,” the therapist could pitch, “Have you ever wished you could talk to your spouse about money without arguing? Have you ever wished you could resolve those recurring arguments and get back to having fun together, like when you first met?” See how those two pitches, for the same service, are radically different?
So, try it. Even if one of the sample pitches I wrote feels a little salesy to you, try selling the result. “Why hire me? Because dealing with translation isn’t your job, and it can feel really stressful and confusing when you don’t know much about it. So that’s my job: doing a great translation, on time, so that you can focus on what you do best.”
Readers, over to you: any thoughts on this approach?
End users (“direct clients”) never ask me this question. (I doubt if they do at all.) Btw, I don’t have other clients (the only “agency” I work from time to time is run by an old friend of mine who calls me when he gets a particularly technical engagement).
But then the inability to answer this question coherently is an unprofessional giveaway.
Thanks, glad you enjoyed the post.
Great post! Very well summarized. I will have to remember this.
Thanks, Christian, glad you found it helpful.
I love the relationship counselor example. Until you put it that way, I was getting put off by the sales-y-ness of the pitch. But you’re right, I probably wouldn’t be particularly impressed by a counselor that says “I have an advanced degree in counseling.”
Thanks, Eugenia. I agree, sometimes when you look at our own industry, you think “No way would that work.” But then you look at the same example from another industry and see that in fact, that’s what you want to do.
But I want to tell them my life story! No, seriously, as you write, the results of your work are what really matter. Once a client can see – and understand – what those results are, hey. Words speak for themselves.
No, I want to tell my life story!! In some cases, the client might care. But in most cases, they really don’t want to know about your Russian grandparents, or how many countries you’ve visited, or that you went to bilingual summer camp as a kid. Save those details for after you’ve already landed them as a client!
Thanks for reminding me of such a basic principle of marketing. Now I see, again, what I have been doing wrong on my own website that I built a month ago. “Selling the results” it is!
It’s not just you…all of us do this. Because when you don’t know what else to say, the easiest option is to talk about yourself!
Thanks for the reminder, Corinne. Your example was good – thinking in the framework of “What are my clients wishing for?” helps a lot!
Thanks, Natalie! Glad you enjoyed the post.
Thanks for the post! If a client would ever ask “Why should I hire you?”, then selling the result is surely the best to do. But (potential) clients never ask me this question. Either they don’t need a translator, or, if they do, they are only interested in the price and delivery time…
These are the responses to the question of “Why should we hire a professional translator?, and not to “Why should we hire you?,” Even if I have a miserable morning, and realise that therapy could make me feel good, I may choose another therapist, and not the one in question.