What
Define a clear offering so you can communicate to your prospective customers the services you provide, and help yourself focus on the type of work you want to be developing a reputation.
Why
Being clear on what you do - the services you’re providing, and what value you offer - how you help your customers, is important when you’re starting out, so you have a clear and consistent story when talking to those you might work with.
Some call this an ‘offering’, a ‘positioning’ or a ‘proposition’ - but having a strong sense of what people can ‘buy’ from you will both help your customers understand whether you might fit their needs.
Being clear on what you’re offering also helps you focus on the work you want to be doing, but also is a useful filter for turning down work that is outside of your focus.
Your offering may change and develop over time, it may be broad and multifaceted or hyper-niche, but starting your business with a simple story around what you offer is hugely beneficial.
How
As with all of the tasks - we don’t aim to “give you the answer”, but rather help you find your own approach, by prompting a task that needs to be done, and signposting to a range of possible approaches.
There are many many resources online about finding your niche, developing a personal brand, understanding your market fit, and developing a unique proposition. Make sure you spend time to explore an approach which is right for you.
1/ Review the work you’ve been doing so far in your career - what is your superpower and strength? What story is your portfolio telling? Consider this as your starting point for the services you offer.
2/ Consider your customers needs - is there a way you can package up and describe your skills, through the lens of your customers needs, rather than your skills? Most customers need a problem solving.
3/ Consider how you are different to others - is there a specialism or difference in your offering to a fellow freelancer? Look for ways to dial up your unique approach, background, experience skills.
4/ Try using a Value Proposition Canvas or Ikigai template - zero in on some of the areas that could be a powerful offering and way to tell your story
5/ Remember to refer back to your motivations, ambitions and goals document - this will have captured some of the reasons you’re freelancing.
6/ You don’t need to niche down - There are many talented generalists, so don’t feel like you need to find a specific niche, if being a generalist is more suitable for you. Even if you’ve a broad set of capabilities, you might still find a single-minded story which encapsulates the variety of your work.
7/ Test out your story on fellow freelancers and potential customers - get feedback and see what is resonating with others.
