Was just watching an episode of Bar Rescue.
Highly recommend if you’ve never watched. Entertaining as hell AND lots of business lessons that can help you be a better freelancer.
Anyway, this one was about Fairway Golf and Grill.
And, there’s this scene where Jon Taffer is explaining how the theme of the bar didn’t match the demographics of the city they were in. The average age of golfers in America was 55-62.
The city they were in had grown by 66%…
But, the majority of that growth was people 21-29 years old.
So, they were marketing themselves to a demographic that basically didn’t exist. And losing over 7K per month as a result.
So, Taffer-man explains all this…
And, the owner’s response?
“The golf simulator is my dream.”
You’re gonna lose 7K (every month!) because having a golf simulator is your “dream”. Yikes! Of course, Jon set him straight… but it reminds me of the way many freelancers market their services.
It’s all about THEM.
What THEY do.
What skills THEY know.
What credentials THEY have.
Me, me, me.
Clients don’t care. Not really. They only care in the context of what it means to them and the things THEY want. It’s important to check yourself and make sure your “credentialing” doesn’t turn into just plain bragging.
Credibility is important.
But, why does it matter TO THE CLIENT?
Further… it also illustrates the fact that credibility is only ONE way people make buying decisions. Ol’ Taffinator changed the brand of the bar to “Brew U” to appeal to those college students that were flooding into the city.
And, they went from losing 7K/month to profiting 5K…
In 6 weeks.
The exciting part for YOU is that means there are things you can do to get clients and spike your fees that have nothing to do with YOU. They’re about how you package and present your services and WHO you offer them to.
Just like Taffer’s rebrand…
You can “rebrand” you services.
And, see a similar spike in what you’re able to charge.
In any case, that’s what I teach you in my 5-Figure Formula course. If you’re tired of getting paid pennies on the dollar for your services, check it out here: https://pages.johnmorrisonline.com/5ff