Todd has some good references on operating your SEO business and I thought, in the spirit of teamwork, I'd address the same topic today with some recommendations of my own. Below is my own list of suggestions, based on experience (in both failure and success):
- Don't Underestimate your Value
Todd notes how hard it can be to tell a client that you charge $50/hour for your services. For a competent SEO, whose skills and knowledge can quickly help a site achieve significantly more traffic, this figure is dreadfully low. Recognize first that knowledge is your primary asset in SEO - don't cheapen it. The ROI achieved by implementation of solid SEO advice is exceptionally high - both you and your clients should recognize this and be aware that hiring a $50/hour consultant who claims to know how to optimize a site will, more often than not, turn out badly.
_ - Be Aware of Your New Client Channels
SEOmoz gets much of its consulting business through attending SES conferences, posting on the SEO forums and word of mouth. You should have a clear idea of where your potential clients are coming from and focus on spending time developing and building those channels. Make sure you're never too busy to continue to be visible to new business.
_ - Invest in Your Appearance
In Todd's post, he mentions suits and ties. I take that a step further. A well-tailored suit, a beautiful dress shirt and a robust, distinct wardrobe and style shows far more than sartorial taste; it shows that you give respect to those who meet you. I have always found that people who value themselves and the impression they wish to give will dress accordingly. You don't have to go to Barney's; stores like Nordstrom, Banana Republic and Club Monaco (in malls nationwide), can provide a solid foundation in dress shirts and slacks. If you are getting a suit - make it a good one. I personally have far more respect for a well dressed man or woman who lacks a suit, rather than one who's just been to the Men's Warehouse for a $200 suit. A cheap suit stands out like a whale in a school of minnows.
_ - Reach out over the Phone
If you're not comfortable conducting business over the phone, you're not ready to conduct business. I recognize that programmers and the technically apt are often those who prefer indirect contact. However, when you take the step towards running your own business, you have an obligation to have a phone number on your site and the ability to listen, advise and speak intelligently to your clients. Especially in a business where we often never meet our clients face-to-face, voice contact builds relationships - and it is in relationships that real value is built in business.
_ - Don't Sell Yourself - Make Yourself Available
Promotion and in-your-face marketing may work for cheap beer and skin firming products, but in business consulting, having a busy firm that can make room for the right kind of client is far more valuable than having a hungry firm, desperate for new clients. At SEOmoz, this came to us naturally, as our existing clients take up 90% of our schedule. Do the same with your own business - invest in projects to create your own sites and content or partner with colleagues or friends at first, and the clients will flow more naturally.
I'll try to offer some more tips in the near future, but alas, I have more posts this morning that need publishing (and plenty of real work to get to as well).
American Psycho, anyone? https://wumarkus.com/images/american_psycho1.jpg I'd have to disagree Sorvoja - I think the black on white look has passed us by. I much prefer something creative, intelligent and eye-catching on the card. The subtlety of b&w is too retro.
Impressive business cards have a nice texture. The better business cards are noticeable heavier and harder to bend. One hour discount print shops are not a good choice, it is best to use a real print press.
A nice clean layout, black and white, no logo, name, address, phone, e-mail. Don't try to fit more text onto the card than necessary. Less is more.
Rand, living and working in Asia, I have witnessed exactly that. I would repeat your words as they are so true - folks will be able to spot a cheap suite a mile away. It's in their blood. :D
"The business card is almost as important as looking good."
Also make sure that your business card is professionally designed, or at least looks it. No matter how good your printer is, if your design is poor, your card is poor.
The business card is almost as important as looking good. A nice looking business card is almost as important as the appearance. It pays off buying high quality cards even if you could get some cheap ones from a print store for one fifth of the cost. A business card leaves a permanet impression atleast with the "old school" management. Remember to never write on the back of business cards, but threat them well. Instead make a note elsewhere and write it out in detail after the event.
Never store a business card in a wallet, it doesn't look well.
Believe in your self, but without being arrogant. A strong sense of self-assurance goes a long way. Be passionate about what you do and the results that you achieve. Have a great service and do things to be perceived as having a great service. Quality counts. Perception is reality.
Thanks Rand:)
Though I have to say, OVER $200 for a suit is harsh when you're just getting started.
I gotta say that I'm also not hip enough on fashion to be able to spot a cheap suit either...unless it's a sports jacket from 1970 with the elbow patches.
Todd - I'd recommend that men buying a suit (doesn't apply to women, who can get some nice suits for $200) plan to spend at least $500, and preferrably $750 or $1K. Otherwise, my advice would be to wear some nice dress slacks, a shirt and tie.
I agree that in the SEO and WebDev businesses, and in the Northwest (Seattle) and Silicon Valley, a nice suit is not always a neccessity. But, if you do work in Asia, in Europe or on the East Coast, I guarantee that folks will be able to spot a cheap suite a mile away. It's in their blood.
This has given me the impetus to start my first thread at a forum in a while. Eeney Meeney Miney - I think SearchEngineWatch would be a good place for it.
No only do these apply to the SEO business, but should be applied to any entrepreneurial venture. So often overlooked, personal appearance both in person and in idea, are a major factor in developing a successful business. Appearance is a direct representation of you and your business, and the perception that people get from you is often more important than the business itself.
Excellent Post..
Jamie