This document provides tips for winning the work you want as a freelancer. It discusses establishing an online presence through a website and social media, targeting the right clients, learning marketing skills, and creating a sustainable promotion process. The key advice is to identify the clients and work you want, protect your top accounts, map your client contacts, and promote yourself in ways you enjoy. Maintaining a good online reputation and being found through search engines and directories is also emphasized.

1. Winning the work you want, the way you want it!
CIOL Conference 2020
Doug Lawrence
douglawrence.com

3. Touch
• Dr Sidney Jourard http://www.sidneyjourard.com/
• 1960s café people watching – number of touches per hour
• Puerto Rico top with 180 touches
• Paris 110
• London 0 (zero)!

4. Ask the person next to you
DO YOU
LIKE/ENJOY/LOVE
WHAT YOU DO?
WOULD YOU
RECOMMEND IT TO
YOUR CHILDREN?

5. Challenge
Identify
• The clients you want
• The work you want
Learn
Marketing skills that
work for your
• Personality
• Market
Succeed
Build a sustainable
promotion process
In harmony with your
• Business life
• Personal life

6. Let it Go!
There is no ‘Should’!
Copyright Walt Disney Animation Studios

7. 1. Where do I want to be?
2. Where am I now?
3. What will I do to make this happen?
iStock

8. Protect your accounts 80/20
• Identify issues before they become problems
• Keep in contact with clients (not just with production)
• Secure your main revenues
Pareto principle
Wikipedia

9. Where does your business come from?
Agencies 60%
Direct Clients
15%
Other
translators 25%
Sources of translation work

10. Selling to LSPs
Complete their application
process
Remind them you’re there
Look to the future

12. Who are
your top
three
clients?
Customer
company name
Main issue with
this client
Your goals for
this relationship

13. Decide
• Preferred
projects
• Preferred
industries
• Ideal company
profile
• Typical contact
personas
• Priority clients
Describe
• Services
• Client benefits
• Client language
• Ask your
‘favourite’
clients why
they use you
Deliver
• Best channels
for your client
• Website
• Social media
• Letter
• Brochure
• Their industry

14. If they don’t know who you are
they can’t buy from you

15. Y’all / Yous / Yinz
You
We
I

16. Y’all / Yous / Yinz
You
We
I

17. 你/您
你们
Y’all / Yous / Yinz
You
We
I
你们
你 / 您
我们
我
我们
我

18. As a
minimum
More than one customer
More than one contact

19. …and map those contacts
C-Level
Translation
France Germany
Marketing
Writers

20. Specialist vs Expert
Eierlegende Wollmilchsau
• What are your
specialisms?
• Which subjects
or industries do
you have
experience in?
Fotolia

21. Oil &
Gas
Auto-
motive
Medical Harry
Potter
Marketing communications
Vertical industrial sectors
Horizontal skill

22. Create ConsumeHow do you use
social media?
vs

23. Online balance
ResourcesRevenues
Reputation
Reputation
Own or influence the
first page of search
engine results pages
Resources
How much time and
effort can you afford for
initial set-up and
ongoing maintenance?
Revenues
Measure the sales
and leads your
online presence
positively impacts

24. Initial new
contact
The ‘classic’ cold call
Envisage a person you’ve helped
in a similar situation
You can ‘help’ this new contact
in the same way

25. Be found –
web presence
YOURNAME.COM WEBSITE SOCIAL MEDIA
(AS MUCH AS
YOU NEED TO)
OTHER WEBSITES
E.G. DIRECTORIES
UNDERSTAND
AND USE BASIC
SEARCH ENGINE
OPTIMIZATION
CREATE AND
CURATE CONTENT
SEARCH FOR YOU
(AND YOUR SERVICES)
AS YOUR CLIENTS WOULD
Be found
web presence

26. What does your
website look like
to those who don’t
know you?

28. Eating our own dog food
Canva

31. Promote
in ways
you enjoy
Be the expert
Online posts
‘Real’ letters
Profiles, personas, and targets
Referrals
Testimonials

32. Price too high?
• I’m the best
• This is medical, legal, CEO’s
address etc...
• If my price appears higher
than my competitors there is
a good reason
2 responses
Of course it is!
• Never happened before!
• Maybe there has been a
mistake?
• Just how far out am I?
Disagree / act surprised!
Have your answers ready

33. Die kochen auch
nur mit Wasser
iStock

34. Каша из топора
Porridge from an axe
Soup from a stone
Canva

35. Doug Lawrence

36. Remember
IT’S NOT
PERSONAL
CELEBRATE YOUR
SUCCESSES
REWARD
YOURSELF

37. Thank you
douglawrence.com
questions