👋 Rule n1 to attract new clients · The Bunker #39

I understand that when you start or when you've been in the business for a while, getting clients has always been a somewhat challenging task.

We all know that being a freelancer means wearing multiple hats, and one of those hats is having to go out and sell your services.

But I understand that not everyone enjoys doing that.

The alternative is to make them come to you. Isn’t it?

So let's work on that.

Are you curious about what makes clients choose to work with you?

The answer is simple: 90% of the time, it's because of who you are as a person.

Of course, the services you provide are important, but what sets you apart from other professionals is your values and personality.

These are the things that make a personal connection with your clients, and ultimately lead to long-lasting relationships.

That has a name, is called having a Personal Brand.

So, why is personal connection so important in business?

As human beings, we crave meaningful connections and relationships. When you build a personal connection with your clients, you're not just providing a service, you're building a relationship.

This relationship makes it much easier for clients to trust you and your work, and it also makes it easier for you to understand their needs and deliver a product that exceeds their expectations.

Let's give an example. When you're going through a tough time and for one reason or another, you decide to go to a psychologist, the only thing you need at that moment is a person who empathizes strongly with you and helps you get through it.

Well, the same thing happens here, obviously to a lesser intensity or severity, but it's practically the same.

When a client comes to you, it's usually because they have a problem to solve and they expect you to help them, to solve their problem.

The client will always want the best possible solution (I won't get into whether they are willing to pay the minimum or maximum possible for this solution).

What a client needs is someone to listen to them, to empathize, and to be willing to do everything in their power to fix that problem.

In general, every human being likes to be listened to.

And it is this professional connection that is generated through your personal brand. When clients see you on social media, they know what kind of person you are, how you work, your principles, perhaps your creative process if you decide to share it...

Ok but, how do I grow my personal brand?

Start by defining your values and what you stand for as a professional.

Then, make sure your personal brand is reflected in everything you do - from your website and social media to your interactions with clients.

Building a personal connection with your clients is just as important as delivering a quality product or service. By growing your personal brand and focusing on the personal connection, you'll be well on your way to building long-lasting relationships with your clients.

This means that as a designer, it's important to not only focus on delivering a quality product or service, but also on building a personal connection with your clients.

This can be achieved through various means, such as taking the time to understand their needs and preferences, being transparent and honest about your work process and timelines, and being approachable and easy to communicate with. That’s the biggest issue of those designers who aren’t open to meetings.

• Yes you don’t “lose” that time with endless meeting surounded with clients that don’t even know what they want.
• However, you don’t create that connection. Or at least you can’t create it the same way.

Now, let's move on to the concept of personal branding. Your personal brand is what sets you apart from other professionals in your field. It's what makes you unique, and it's what makes clients choose you over others.

Your personal brand is not just about your logo or website design, but it's about the values that you stand for as a professional, the way you communicate with your clients, and the overall experience that you provide.

To grow your personal brand, start by defining your values and what you stand for as a professional. You can open a Notion page and start writing your core values.

• Who are you?
• What sets you apart from other designers? Why are you different than me for instance?
• What are you open to do?
• What aren’t you open to do? What you won’t do whatsoever.

This can involve creating a mission statement or a set of core values that you strive to uphold in your work and interactions with clients. (That’s why some designers have a “values section” in their website, or that’s why they use Twitter. It’s helpful for designers be transparent with their values, thoughts and processes, and clients to know the designers a bit more).

Once you have defined your values, make sure that they are reflected in everything you do - from your website and social media to your interactions with clients.

Consistency is key when it comes to personal branding, so make sure that all aspects of your brand align with your values and messaging.

In conclusion, building a personal connection with your clients and growing your personal brand are two important aspects of being a successful designer. By focusing on these concepts, you'll not only be able to attract more clients, but you'll also be able to build long-lasting relationships with them.

Remember, clients are ultimately looking for people they can trust and enjoy working with, so make sure that you focus on building that personal connection and growing your personal brand.

Until next time,

Cheers, Jordi Espinosa.