Most of us are just grateful in the early days that ANYONE will buy from us. It never occurs to us that we have a choice.
But we do.
What you put out there is what you’ll attract. If you aren’t specific about who you work with or what you’ll do for them, you’ll attract a random assortment of clients who either happen upon you by chance or get referred to you by well-meaning friends.
My Hamster Wheel Story
When I first started out as a marketing consultant, I was desperate for business. I’d just left a job I hated and by Monday morning, reality had bitten me on the bum – I needed to make money, fast.
I went to networking events, phoned around old employers and priced myself cheap. Sure enough, the work came in.
I attracted people who wanted cheap marketing. Loads of them.
Before long I was completely overwhelmed. They didn’t value what I did. They were never satisfied. They were so needy. And because I’d been desperate, I hadn’t set any boundaries or expectations.
I worked every day, every evening and weekend. I didn’t take holidays. I worked two Christmases with only Christmas Day off. I was miserable but I couldn’t get off the hamster wheel.
How I Got Off The Hamster Wheel
It stopped when I had my daughter. I was too tired to work that way. Something had to give.
I decided to cherry-pick the clients I wanted to keep. I chose the ones who treated me well, paid on time and valued what I did. I told them I was changing how I worked – project-based, set days, new rates.
They said “fine.” They said “great, we’ll take that package.”
That was a revelation.
Specialise And Charge What You’re Worth
From then on I decided to specialise. I became THE marketing person in my chosen sector. I got referrals. I networked at the right events. I created more expensive packages and people bought them.
The more specialised you become, the more profitable your business and the more you can choose who you work with.
So it’s up to you. Either spend your days on the hamster wheel working for peanuts with people who don’t value you – or take a stand.
Decide to specialise. Choose to work with people who value you, doing work that makes you happy.
Which way are you going to go?