Helping business owners, freelancers & other self-employed creatives succeed… and have fun doing it. It can be overwhelming at times, but there’s nothing like the privilege of working for yourself – making your own rules, owning your time, and trusting your instincts to make the right decisions. With short episodes that get straight to the point, this podcast is about the common issues we face in business, along with solutions that work for other creatives like you. Aardvark Girl is a producer, project manager & business specialist with 20+ years of experience managing companies & helping people in creative industries. She helps you get a handle on the business side of things so you can focus on your talent. Let's get to work!
Episodes
Monday Jul 27, 2020
Pitching New Clients
Monday Jul 27, 2020
Monday Jul 27, 2020
For a video summary of this topic on YouTube, or to connect with me on your favorite platform, visit https://pods.link/aardvarkgirl
One of the trickiest parts of running your business can be finding new clients. So many of us know what we have to offer, but conveying it clearly to the right person at the right time can be challenging.
And a lot of us don’t want to sell. You want the work, but you don’t want to be pushy or gimmicky or come across as desperate. So you spend the time to craft a clever, well-written pitch that you believe will connect. You send it out to your carefully curated list of ideal customers. And then… crickets. So many people don’t even bother to respond, and that leaves you confused, disappointed, and wondering what you could’ve done differently.
Based on what I’ve received lately, and what I’ve heard from other business owners, here are some suggestions for pitching new clients.
01:06 Do your research.
Make sure that the person or company you’re pitching is a good match for your services. Take the time to understand what the business needs and how you’d fit in. It’s really obvious when you’re sending the same generic template to everyone, and that doesn’t usually work.
02:18 Make it about THEM, not you.
The most common mistake I see in pitches is when the vendor makes it about what they’ve done, and what they need, instead of focusing on what they can do for the client. You want to solve a problem for them and make their lives easier. Consider their needs and let them know what you can do for them.
03:11 Personalize it
Let the potential client know why you connect with them – whether it’s a personal experience, a particular set of values, or sharing a similar goal. Why do you want to work with them? Why should they want to work with you? These days, people are looking for much more than a service provider. They want to build relationships with others who resonate with their ideals.
03:53 Be authentic
When pitching a new client, or interviewing for a new job, people have a tendency to say what they think the hiring person wants to hear. This often comes across as rehearsed speeches, catch phrases, and vague descriptions of what they have to offer. But if everyone is basically saying the same thing, what sets you apart? Be honest in your pitch - be who you are and not who you think they want you to be.
05:17 Show your value
The best way to engage new clients is to identify their pain points and offer solutions. Do you have a specific idea for that person’s company? Can you provide a case study that shows the value you provide? Do you have any free resources you can share? You want to keep the email short, but provide options so they can explore further if they want to.
06:04 Make it easy for them to learn about you
People like to find out as much as possible about someone they’re considering hiring, so make it easy for them to find helpful, positive information about you. Your website should be easy to navigate and clearly show what services you offer. Is your LinkedIn page up to date? This is often the first place people go, so it should be as detailed as your resume, if not more. Be sure to include recent projects, clients, credits list, portfolio samples, or whatever is relevant to your industry and the people you’re trying to attract. And don’t forget that they will look for you on social, and everything you post could impact how they perceive you.
07:08 Have strong references
Never underestimate the importance of having strong references available for your potential clients. List them on your resume. Get recommendations on your LinkedIn profile. Post testimonials on your website. It can be uncomfortable to brag about yourself, so let other people do it for you! But, don’t be afraid to acknowledge that you’re good at what you do. People need to know that if they’re going to work with you. It’s important to act confidently so others know they can trust you to get the job done.
08:46 Don’t take it personally
No one likes rejection. It’s hard when you put all this effort into a pitch… just to hear a “no,” or, worse, nothing at all. But it’s important to remember not to take it personally. Rejection isn’t always about you. You never really know what’s going on with the other person, and there could be a number of reasons why it’s not the right time, none of which are about your talent, ability, or personality at all.
09:56 Manage Your Expectations
Pitching new clients isn’t easy. It can be time consuming, nerve-wracking, and frustrating. Remember to manage your expectations. Most email marketing studies in 2020 show average open rates of 20% or lower – that means that only 20% (or less) of people are even opening emails, let alone reading them and converting into clients. So give yourself a break!
10:20 Send it and let it go
Put your best effort into your pitch, hit send, and let it go. Don’t obsess over any lack of response, or beat yourself up thinking you’ve failed. That’s simply not the case. Remember that the time you’re spending is an investment in yourself, and keep trying. You never know who might connect at the right moment and become your next big client.
Monday Jul 20, 2020
Toxic Positivity & Business Mindset
Monday Jul 20, 2020
Monday Jul 20, 2020
I recently heard the phrase "toxic positivity," which sounded contradictory. How can positivity be toxic? I know not everybody wants to hear about the “power of a positive mindset” and “everything happens for a reason.” But toxic?
It’s not saying that all positivity is bad, but if you’re portraying yourself as being happy no matter what, or shutting out anything that might be viewed as negative, that’s the problem. It's also encouraging everyone to always see the bright side, or to keep anything bad buried instead of opening up about it. That can be dangerous, too. Sometimes that kind of insincere positivity can lead to unintended harm, misunderstanding, or worse. Thinking about it in that context, I can understand why the word “toxic” might apply.
But my optimism is grounded in realism. It’s not about pretending that nothing bad ever happens or thinking that how you feel when something does is wrong. It’s about accepting the situation and making the choice to find something good in it. That’s not always easy. You can’t necessarily see it right away. It can take some active effort, but just like with anything, with practice it can become habit to search for the good instead of focusing on the bad. Here are some of the ways I apply a positive mindset to my business and personal life.
01:30 My “1-day rule” for negative feelings
02:05 Being practical about what I can control
02:25 We can feel a lot of different things at once.
03:05 Making positivity a habit using the Improv concept of "Yes, and..."
04:07 What does all this talk about feelings have to do with business? When you have a positive, solution-oriented way of thinking, you can work through obstacles more effectively. And that is crucial in business.
04:34 Mindset is a huge part of my business coaching, because people need to understand the "why"
05:33 Change “I have to” to “I get to”
06:03 Little shifts in the way you think can drastically impact to how you feel about your business, the people around you, and so much more. When it comes down to it, positivity isn’t going to solve the world’s problems, or even your own. It’s not going to prevent bad things from happening. But, if you choose to be optimistic and focus on the good, you’ll be better equipped to handle the challenges that come your way. And that helps you build a stronger business. There’s nothing toxic about it.
Connect with me through your favorite platform: https://pods.link/aardvarkgirl
Monday Jul 13, 2020
Robbie Gennet: Inspiration Through Tragedy - A Songwriter's Perspective
Monday Jul 13, 2020
Monday Jul 13, 2020
In this episode, I'm talking to Robbie Gennet (singer/songwriter/musician/journalist/teacher/artist) about finding inspiration in tragedy. From losing his home in the California fires to COVID-19 changing the music industry again, he's had to adapt. But rather than feeling defeated, he's found a new drive and is working on some of the most exciting material of his career.
We talk about random meetings leading to lifelong friends (one such encounter with him is the reason I'm called "Aardvark Girl"), finding gratitude and acceptance, looking at fear as a driver, stepping out of comfort zones, and being conscious of time slipping away.
He also breaks down his songwriting process, his love of words, hiding philosophy in lyrics, and why he leaves meaning open to the interpretation of the listener. With the constant changes in the world, he understands the value of creating solely for the love of the art, especially when there is no business model for what you want to do.
You either have excuses or a plan. Hear all about Robbie's plan in this insightful episode from a songwriter's perspective.
You can find Robbie at https://www.robbiegennet.com/ and http://www.thekeyofone.com or on Facebook at https://www.facebook.com/robbiegennet
Connect with me through your favorite platform: https://pods.link/aardvarkgirl
00:19 How a random meeting after a concert in 1997 led to the name "Aardvark Girl"
03:52 Everything happens for a reason, and sometimes random events can change the course of our lives.
05:05 Keeping a positive attitude, even through tragedy - it's about gratitude and perspective.
06:04 How two major back-to-back tragedies fueled Robbie to create more. It started with acceptance.
08:17 The impact from these tragedies seeped into his songwriting - looking at things from a meta level. Using fear as a driver, he aims to unlock and break that instinct that stops people from unifying with others.
10:47 Making the choice to keep moving forward by developing a process for writing songs and making the effort rather than waiting for inspiration to hit. You have excuses or you have a plan.
11:50 Creating for the sake of creating, and engaging that creativity to elicit deeper thinking in others.
14:55 The meaning of a song is open to the interpretation of the listener, regardless of what it was written about.
19:59 The power of music - the feelings, the mood, the visceral emotion... These days, there are a lot more ways to get out to people and connect with the ones who "get" you.
21:35 Nostalgia from the music in our teens and twenties and how it seems to be more impactful than music now.
24:00 Missing curation, and wondering how you can make something now that's so compelling that people don't want to shut it off.
25:19 When your whole industry changes, you have to adapt or you're going to get left behind. With no business model for music, you can only do it for the love.
26:42 What every artist wants is to be taken seriously, and to matter.
27:34 "Your best songs are ahead of you." That's how every day of your life should be.
30:49 On being conscious of time slipping away, and how that can accelerate your goals and drive.
33:15 "Have delusions of grandeur! Pretend that the thing that you're creating is going to get out there and affect the world in a great way."
34:23 "You can't sit idle. That's the only thing you can't do. You have to scratch into it every day, grab the shovel, put it in the dirt, wipe your brow, and dig. That's it."
Monday Jul 06, 2020
Communicating with Clients
Monday Jul 06, 2020
Monday Jul 06, 2020
Talking about money? Setting boundaries? Managing expectations? It can be difficult having those conversations with clients sometimes, but that communication is essential in any working relationship.
I've heard so many freelancers complain about an "unreasonable" client who calls after work hours, need constant attention, doesn't respect their time, etc. But rather than talk to the client about those issues, they just complain and build resentment inside.
Sometimes, yes, clients are... challenging. But if you aren't happy with how business is going, and they don't know your concerns, how are they supposed to change?
00:44 Rule #1: Keep emotion out of it. Business conversations should be practical and logical, with the goal of finding a mutual solution.
01:08 Contracts should include every detail - scope of work, rates, schedule, location, payment terms, etc. Make sure both sides have a clear understanding of everything that is expected.
01:31 Working with friends can be wonderful, but don't forget about rule #1, and make sure there is a solid written agreement in place. It's easy to think you don't need all of that because you already trust the person, but it's important to treat it like any business deal - it protects both sides in case anything goes wrong.
02:38 When you're feeling undervalued or disrespected by your client, it's important to talk to them about it. Otherwise, they might not realize they're doing anything wrong. It's important to establish boundaries when it comes to office hours, where you're doing your work, etc.
04:07 When you're working as a freelancer or independent contractor, you set your own hours and location. If a client wants to dictate those for you, they have to hire you as an employee.
05:36 Consider communication style. We all have different preferences when it comes to emailing, texting, and general communication. If you and your client like to do things differently, talk to them and try to reach a compromise.
06:13 It's okay to push back against your client, but remember to be respectful in the way you handle it. The one area where I recommend going along with whatever they want is when it comes to accounting. You want to make it easy for them to pay you.
06:47 When a payment is late, don't be afraid to follow up, but approach the conversation in a friendly manner. No one is going to go out of their way to help you if you yell at them, even if you are upset for a valid reason. There are a number of reasons why a payment might be delayed, so give people the benefit of the doubt.
08:37 Beware of scope creep - when the client keeps adding work or changing expectations from the original agreement. Remind them, politely, about the terms of your contract and let them know you'd be happy to discuss rates for the additional requests. Remember rule #1, and don't assume they're trying to take advantage of you.
10:03 Sometimes you have to walk away. If you feel that a client is constantly abusing you or disrespecting your boundaries, it's not a healthy working relationship. Don't waste your time, or theirs, if your working styles just aren't compatible. Letting go of a bad client frees up your time to work with someone else who is a better fit.
10:53 When deciding whether to take on a new client, consider more than the money. A low-paying client is likely to be more demanding and difficult, cause you more stress, and take you away from opportunities to work with those who understand the value of your services.
11:59 Don't be afraid to stand up for yourself, charge what you're worth, or to value your own time. Be courageous and have those difficult conversations with your clients. Communication is so important in everything we do. If you learn to do it effectively, you're going to be much happier and you can focus on the more fun parts of your business.
Connect with me through your favorite platform: https://pods.link/aardvarkgirl