Freelance Fortune: The Newsletter (No. 9: Mar 2010)

This is a free, private-roster newsletter that celebrates the free
agent lifestyle and provides techniques for business success.
© 2009 Seth Kahan. You are encouraged to share the contents with
others with appropriate attribution. You may forward this newsletter
to others.

This issue of Freelance Fortune is in four sections:

  • New Audio Interviews, Learning from World-class Consultants
  • Five Techniques for Getting the Most From Your Book
  • Seven Steps every Consultant must Master: March 17 in Old Town Alexandria, Virginia – Free
  • My Private Roster™ Mentor Program

New Audio Interviews, Learning from World-class Consultants
Easily the most popular posts on my website, generating over 50 hits, sometimes up to 100 hits per day, these audio interviews put you in a casual conversation with million dollar consultants and industry experts. They are all posted on my website and free!
Recent interviews include.

Chad Barr – Software and web guru. Chad discusses breakthroughs in his practice resulting in dramatic business growth, tactics for improving revenue and reflections on breaking the $1M mark.
Erik Pelton – Trademark attorney. Erik provides info on how to use trademarking to enhance the strength and value of your brand, the difference between trademarking and copyrighting, how to do each.
Amanda Setili – Strategy consultant formerly with McKinsey. Amanda talks about how the importance of proposal writing, how she helps her clients establish objectives, and the investment a client makes in a consultant vs. the investment within the organization.
Scott Simmonds – Insurance expert who does not sell insurance. Scott reveals his big breakthrough: reducing labor intensity, how he got his business off the ground in the early days, how he convinces his clients to move away from deliverables and toward solutions.
Linda Henman – Executive coach and succession expert. Linda shares the four main attributes that contribute to resilience, how mentoring opened her eyes to raising her fees, and the power of referrals in growing her business.
More are coming. To subscribe to the blog and be notified of interviews as the post, click here.
___________________________________________________________Five Techniques for Getting the Most from Your Book

If you’re reading this and you haven’t yet written a book, make that a goal for 2010. Write your book! If you don’t know how or are blocked in any way, join my mentor program and we’ll make it your first project. It will propel you into a new league. If you do know how, get busy!
My book, Getting Change Right: How Leaders Transform Organizations from the Inside Out, is coming out in May. To learn more about how to make this a success, I began interviewing other consultants who parlayed their books into major work. I am learning a great deal and will be publishing a short white paper on the subject later this month – send me an email if you want a copy. Here are five techniques from my interviews:
1. Strategy
Everything you do gains leverage when it is part of a larger strategy. How does your book/paper fit into the larger plan of your business growth? The answer to this question will guide you on how to best use your book.
For example, let’s say your strategy for 2010 is to build a base of clients, going for large numbers and a pipeline. Then, find ways to disseminate copies of your intellectual property to groups. This could be speaking engagements, distribution to staff through an executive or senior manager, or radio shows where the book/white paper qualifies you to be a guest. If your strategy is reaching numbers, think of how you can multiply your audience of recipients.
Another example. Let’s say your strategy for the next six months is to gain entry to major firms at the top level, the CEO. Then, work your existing network to find a personal connection using your six degrees of separation. Make a personal request through your network connections to put a copy in their hands – not on their desk nor in their inbox, but in their hands. Include a personal note and a reason to follow up that comes from research you have done on their organization. The note is personal, hand-written, not a marketing ploy. Your intent is to make a connection, not a sale. You follow up accordingly, with valuable and relevant information. The goal in this case is not a contract, but a relationship, knowing that all good contracts flow from trusting relationships.

2. Use the Book to Make Yourself an Object of Interest
Publish press releases. Contact radio talk show hosts. Put on events. Write to local editors. One author I spoke with was featured on the front page of the Dallas Morning News – immediately tripling his income! Find ways to blow your own horn. If your book/paper is tied to a particular business issue (it better be!), then use it to gain entry to all related events and when possible speak to your points.

3. Use the Book as a Business Card
Michael Bane, author of All Night Radio, Over the Edge: A Regular Guy’s Odyssey in Extreme Sports, Shifting Paradigms: Reshaping the Future of Industry, and Trail Safe: How to Avoid Danger in the Backcountry, put it this way: “There is nothin g more compelling to a potential new client than to have my book in his or her hand. It totally stands you out from the crowd and dramatically establishes your expertise in a very concrete manner. I love to be introduced as the guy who wrote the book!”

4. Write Your Book for the Express Purpose of Generating Business
Michael Hick, author of Global Deals: Marketing and Managing Across Cultural Frontiers, wrote, “I did not write my book as a potential profit-center product item but to do two things a) establish my expertise and position in the global business space as a specialist in cross-culture competency, and b) win high-value consulting engagements. I think it did the first and it certainly did the second. By putting my book into the hands of just two people I was awarded a long-tem consulting relationship where my income this year could be excess $2.5 million. However the book has to be top quality and substantive.”

5. Focus on Speeches and Contracts, Not Book Sales
For the vast majority of books, the primary income generator will not be the book itself, but speeches given and large contracts that come in as a result of market penetration and validation. Steve Waterhouse, author of The Team Selling Solution: Creating and Managing Teams That Win the Complex Sale, writes, “Simply including it in my bio, on my website and in my email signature has positioned me higher with clients. I have also included the book in speech packages so everyone gets one. The client pays a discount price, but the real value is that the clients feel they are hiring an author, not a speaker.”
Seven Steps Every Consultant Must Master: March 17, Old Town Alexandria – free
8:30-10:30 am

This participatory workshop will cover the Seven Core Practices that form the foundation for success as a free agent. It is part of my concentrated effort with Marshall Brown, creator of the Entrepreneur Mastery Success Program, to build a vibrant community of entrepreneurs in Washington, DC, helping each other succeed. Every month Marshall and I put on a free workshop to bring people together to learn together and network. By attending this program, you will…

Learn 7 powerful practices to help you move your business forward
Gain tips and techniques on how to grow your business
Network with other entrepreneurs
Create an action plan that will help you thrive!

This session on St Patrick’s Day (be sure to wear some green!) will be held at Marketing General, 209 Madison St., Suite 300, Alexandria, VA. To register, email Tya Bolton. Come and be part of the buzz! You can download a flyer here.

My Private Roster™ Mentor Program
This unique program is available by exclusive arrangement with Million Dollar Consultant Alan Weiss. I am the first person in the world to be certified by Alan to provide all three of his mentor programs. When you enter my mentor program, here is what you get:
An initial interview to identify your business goals and evaluation by me of your approach
Access to Alan Weiss’s global mentoring community where you can ask questions 24/7, and have access to world-class consultants around the globe.
Access to resources such as proposal templates, lists of questions to access clients, frameworks for establishing business offerings, audio and video files, newsletters; mastermind groups; international mentor summits and much more.
All teleseminars I produce during your participation are provided to you free of charge.
Discounts to both my workshops and the workshops of Alan Weiss
You may take your choice of one of three programs:
The Regular Program – Six months of unlimited access to me by e-mail, phone, fax, regular mail – or in person, if convenient for both of us. I help people strategically (how to set fees, how to gain visibility, how to position and market your practice, etc.), and tactically (what to say at the meeting tomorrow, critiquing proposals, overcoming objections, etc.).
The Guided Program – Just like the Regular Program, plus I provide you with a detailed game plan with specific completion dates, and formal, scheduled contact times to discuss accomplishments and any obstacles preventing short-term tasks from being completed.
The Total Immersion Program – This consists of two days with me, at my home/office, to learn how I handle clients, prospects, office management, invoicing, interruptions, writing, etc. We also spend considerable time on your strategy and goals, and create plans to move forward. You then enter the Regular Mentor Program for six months.

For more information, including fees, and to register, visit SethMentor.com
___________________________________________________________Seth Kahan (Seth@VisionaryLeadership.com) is a Change Leadership specialist. He has consulted with CEOs and executives in over 50 world-class organizations that include Shell, World Bank, Peace Corps, Marriott, Prudential, American Society of Association Executives, International Bridge Tunnel and Turnpike Association, Project Management Institute, and NASA. He is the founder of Seth Kahan’s CEO Leaders Forum, a year-long learning experience for CEOs in Washington, DC. His next book, Getting Change Right: How Leaders Transform Organizations from the Inside Out, will be published in Spring 2010 by Jossey-Bass.
Visit all of Seth’s blogs:
Leading Change for Fast Company Magazine: http://SethFast.com
GettingChangeRight.com for more info on Seth’s upcoming book
FreelanceFortune.com for tips on how to succeed as a free agent
Seth now contributes to the Washington Post in the column, On Success.Follow Seth on Twitter. Learn more about all of Seth’s work through his website: VisionaryLeadership.com

If you want to subscribe to this newsletter, click here.


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