Krissy Bradfield on Freelancing

Feb 11, 2009 50 Words

Krissy says…

Being a freelancer is really hard but it’s all about mindset. My advice? Be positive and positive things will come. Tell everyone you know about your business. Use tools like Twitter to network and get your name out there. Don’t wait for work to come to you - go to it.

About Melissa
Krissy is a freelance writer who began working in the web industry in 1995. She started Wordish.com in 2006 and specialises in creating engaging and dynamic web content.

About this Post
This post is one of a series, written by various people within the web industry. They are responses to my request for a maximum of 50 words on the topic of tips for freelance success. You can use the 50 words category to see all the answers so far.

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Tags: freelance, freelance guide, freelance help, freelancer

Creating Your Brand: the Preliminaries

Feb 9, 2009 Excerpts

This is an excerpt from the book, The Principles of Successful Freelancing. Sample chapters are available for downloading from this page.

We’ll talk more about branding yourself in a later chapter; however, it’s very important that you carefully consider the business name you plan to use, when first kicking off your freelance career. There are two typical approaches: use your personal name, or create an entirely new trading name.

Let’s look at these options in more detail.

Using Your Own Name

Using your own name is a fantastic way to build a personal brand. Taking this option depends on what your vision of the future looks like—if you plan to hire staff at a later date, you may want to avoid using your own full name, but there are still options available even if you do; for example, Burke Design & Development; Miles Burke & Co. On the other hand, if you have every intention of remaining a one-person show, giving yourself a name like “XYZ Corporation” can be considered misleading, as it won’t take long for your clients to realize that you’re a solo worker.

Note: Anything’s Possible!
Many people start off never expecting to take on staff. Don’t rule this out, unless you feel strongly against it. I once couldn’t picture myself hiring employees … and at the time of writing I have 16!

This theory assumes your name is unique enough to be memorable, and that it’s easy for your clients to pronounce. If your name is Bob Smith, you may find that it’s too common for business registration and other registrations, such as domain names or intellectual property.

To recap, the advantages of using your personal name include:

• it builds a reputation around you
• it’s normally easier to recall, since clients already know your name
• it can avoid misleading clients if you plan to stay solo
• it looks far more personal and (depending on the uniqueness of your name) can make you easier to find on the Web

Disadvantages of using your own name include:

• it limits you in terms of hiring staff and possibly even selling the business, if you reach that point someday
• it can make it harder to rank on search engines if your name is very common
• it may be hard to pronounce if your name is very uncommon

Using a Fictitious Name

Irrespective of the business structure, having a business name unrelated to your personal name has a number of considerations that need taking into account.

A business name which when read phonetically is still pronounced correctly is perfect. Pfizer could be a challenge; Sigma is fairly unambiguous. Don’t get too clever with creating crazy business names—most people would regret having to answer the phone with the greeting “Smelly Shoe Design” before long.

Having your main service as part of the name makes sense as well, although be warned against making it too specific. For example, perhaps you’re a designer whose short-term plans are to design web sites only. You’ll need to consider whether you plan to expand into other forms of design in the future. Having a name like “XYZ Web Design” when you’re pitching for a logo design project may not help you beat your competition, so beware of suggesting that you’re only capable of providing one service.

A good business name should be easy to recall, evocative, pronouncable, and unique. You’ll want to register the domain name, so run a WHOIS on your shortlist to rule out those already registered. Don’t just consider your own country extension—register as many extensions (including the top-level domains, .com and .net) as possible.

Warning: Unexpected Domain Names
Take a step back and look at your domain name carefully! There’s been more than one business that has come up with a great trade name and bought the (in)appropriate domain name to match:

• Experts Exchange: expertsexchange.com
• Powergen Italia: powergenitalia.com
• Therapist Finder: therapistfinder.com

The advantages of creating a new name for your business are:

• It keeps your personal and business lives further separated.
• It allows infinite choice of business name.
• It allows you to tailor the name according to domain name availability.
• It’s easier to sell your business or client base in the future.

Disadvantages of using a custom name include:

• You’ll need to exert some energy to get a new name to stick.
• You could have issues finding one that you feel comfortable with and fits you well.
• It’s not an easy process to change the name later on.

If you do decide to use a created name, start by creating a shortlist of options, and then create a spreadsheet. Populate the first column by doing a WHOIS search and finding which domain names are still available (both geographic and top-level).

Then, fire up your favorite search engine and search for those business names. What are the results? You wouldn’t be the first start-up to make it this far, only to find another product or business using the same name. It’s better to do this research now, rather than when the business cards have been printed … Try predictable misspellings of the words, too—often a business name may be only one letter different from another, so make sure you check first!

Thirdly, consult your local trademark database and see if there are any trademarks of which you need to be aware. Even very similar words may be worth avoiding.

You should also speak to some friends and colleagues. Ask them what they think of each name in your refined shortlist, and narrow this list down even further. It’s better to do this face to face to observe an immediate reaction, rather than by email or phone, where they may have a longer time to consider it—you want their gut response.

Finally, go with your instinct. After all, it’s your creation, and you have to like it. If, after hours and hours of soul-searching, you just aren’t happy with your choice, try again or consider using your own name.

Example 2. Bam Creative
When considering my own business name, I had a multitude of options. I liked the idea of incorporating my name in the business identity; however, I did want to leave my options open in case I ever hired staff.

Although my name (Miles Burke) is fairly unusual, the domain name milesburke.com was taken at the time, and I didn’t want to tie it in so closely to me in any case.

My initials are MB or MAB in full, and I didn’t believe these really stood out. However, when you reverse them, you end up with BAM, which I felt suggested impact. I knew that Bam was a very popular word, though, so I assumed there was no chance of getting those domains using it by itself.

Although most of my work at the time was web site design and development, I was occasionally brought in on corporate identity design or consulting projects. I’d already decided that I planned to stick to creative work, so I ended up choosing the business name Bam Creative.

This allows my business to work on anything from web sites to logos and anything else that can be broadly considered creative, and still be true to the name. The word Bam is generic enough for most people never to make the connection that it’s someone’s initials, and certainly not the reverse of someone’s initials!

Funnily enough, I did manage to register the domain bam.com.au, but I had no chance of getting any top-level domains (.com, .net or .org). Luckily, I got the full bam creative business name versions of these.

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Tags: branding, consultant, freelancer, freelancing, small business

Cindy Prosser on Freelancing

Jan 28, 2009 50 Words

Cindy says…

Be unique!  Have that special something that will prompt your client talk about you to others. While you may be unable to compete with other freelancers or businesses on knowledge, price, etc., you need to have that special something that makes them want YOU. Even if your work isn’t spectacular, you’ll be spectacular to work with.

About Cindy
Cindy is visual designer & information architect who got into designing with web standards in Ottawa, Canada 8 years ago & currently has Attitude e-media in Mandurah, Western Australia. Our mantra is “build websites with the respect that the Web deserves”.

About this Post
This post is one of a series, written by various people within the web industry. They are responses to my request for a maximum of 50 words on the topic of tips for freelance success. You can use the 50 words category to see all the answers so far.

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Tags: freelance book, freelance guide, freelancer, freelancer tips

Establishing Goals and Milestones

Jan 26, 2009 Excerpts

This is an excerpt from the book, The Principles of Successful Freelancing. Sample chapters are available for downloading from this page.

All this talk of business-planning documents and SWOT analyses may be making your head spin, and you’re forgiven if you find yourself glossing over them in your rush to make a tangible start on your own business. However, I strongly suggest that you take a moment to write down some simple goals and then define some milestones.

Goal-setting helps filter all of the thousands of thoughts and ideas you have into a list that’s far more manageable. High achievers in every field from sports to business consistently suggest that goal-setting is an invaluable part of the process. Goals can help you define your objectives, help you to understand what’s important to you, motivate you towards achievement, and build your self-confidence.

I find goal-setting is most helpful in distinguishing what’s important and what’s irrelevant. This helps me concentrate on what really is crucial to me, and gives me the freedom to spend less time on the rest.

Many people use the acronym SMART when creating goals, as well as for other project management methods. SMART stands for:

• Specific: is the description of the goal precise?
• Measurable: do you explain how you will measure results?
• Attainable: is it possible to achieve, with some effort?
• Realistic: do you have the power to control the results?
• Timely: do you have a deadline for the goal?

The reasoning behind SMART holds that a vague goal is an almost useless goal. As an example, say I needed to win more projects; I could define a goal as, “Get more web site projects.” Sure, this is better than nothing, but how much more inspiring would it be if I changed it to say, “Win five more web site projects this quarter.”

See the difference? I’ve been specific (I want to win more projects); I’ve been measurable (I want five more in the next three months); my goal is attainable (who couldn’t win five projects in three months?); my goal is realistic (I know I can deliver five projects within that time); and it’s timely (it has a three-month deadline).

Setting a great goal should challenge and stimulate you. If I downsized my goal to winning one project in the next two months, I’d be more likely to slack off. It also needs to be realistic, though, so some impossible expectation of getting ten projects in three months would set up almost certain failure. It’s a good idea to limit yourself to just a handful of short-term and medium-term goals—writing an exhaustive list of everything you would like to complete prior to your death is a sure way to demotivate yourself.

Tip: Goal-setting Help
You may have heard of the popular Web 2.0 application, 43 Things. This site presents a great example of goal-setting at work—try listing your goals on 43 Things, or simply use a text file or whiteboard, and see how you go!

Now, when we think of milestones, we normally recall a large web project we’ve been involved in. Think of a milestone as a landmark towards your longer-term goals.

A typical milestone is to realize a situation where you’re earning more than your current salary within a year of going solo. There are some smaller milestones you can place along the way to see how you’re shaping up.

The first milestone would be having the ability to pay yourself enough to survive on. Let’s say that’s about half of what you earn today. Set a milestone based upon how long you believe it should take to reach this point—it may be a month, or perhaps three months, depending on your situation.

Now, let’s consider your return on investment, which is initially to reclaim all of those start-up costs involved in your transition to freelance life. These vary, of course, from person to person, but you should have an idea of how long this would take.

The third milestone is that of bringing home the same salary as you currently earn. Will this take six months, or nine months, or even longer?

Write down your milestones and refer to them over the coming months—you’ll be surprised how quickly you reach them, exceed them, and find yourself setting more goals for future success!

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Tags: freelance hints, freelancer, freelancing book, successful freelancing

Bob Sawyer on Freelancing

Jan 21, 2009 50 Words

Bob says…

Spend at least two to three hours a week on networking and relationship building. The relationships you make may not pay off immediately, but you never know when someone will pop up with a job or referral. Join LinkedIn, get involved locally, and always be willing to collaborate on jobs.

About Bob
Bob Sawyer is the owner and head bottle washer of Pixels and Code, a web development shop in Atlanta, Georgia. He has freelanced on and off for about eighteen years.

About this Post
This post is one of a series, written by various people within the web industry. They are responses to my request for a maximum of 50 words on the topic of tips for freelance success. You can use the 50 words category to see all the answers so far.

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Tags: freelance tips, freelancer, freelancing