2 builders who never spoke to each other

Aim the engagement at one number

Declare the metric you are being hired to move rather than the artefact you will produce, and find the single step of their funnel your work touches. Asking what happens if the number does not move puts the cost of doing nothing on the table beside the upside.

The method

1. 01

   Declare the outcome you are being hired for rather than the artefact, because designing with a specific metric in mind beats the competitor who is only making it look better.

2. 02

   Find the one step of the client's funnel your work moves, because a deliverable with no place in that chain has no value you can point to.

3. 03

   Ask what happens if the number does not move, so the cost of doing nothing is stated out loud alongside the upside.

4. 04

   You do not need a track record in the outcome to sell it: knowing which metric you are aiming at and studying the people who move it already puts you ahead of an order-taker.

5. 05

   Sell the outcome the client needs rather than executing the task they asked for, and turn down the requests that fall outside that focus.

What it returned

• Swagemakers stopped taking scattered client requests and restricted herself to training and strategy work for marketing professionals.

Sources

• Episode 91: Going From Employee → 6-Figure Freelancer → Productized Service Provider → Selling Digital Products — In the TINY Dutch Market! With Kim Swagemakers - Double Your FreelancingKim Swagemakers · doubleyourfreelancing.com · AI-Generated Summary: · 2023-11-13
• How To Socratically Question New Project Leads - Double Your FreelancingBrennan Dunn · doubleyourfreelancing.com · How To Socratically Question New Project Leads · 2017-01-01