Need some cement?

Sent by Jonathan Stark on January 12th, 2020

What if you came across a website that said:

“I know how to drive a cement mixer and operate a backhoe and rip boards with a table saw and where to buy rebar and how to use a speed square and the best practices for hanging windows and the perfect proportions for balusters on a stairwell. Want to hire me?”

Probably not.

Unless you are looking for labor that has one of those skills, the answer will be no.

And if you ARE looking for labor that has one of those skills, there are thousands of options to choose from, so you would know what it “should” cost.

Here’s the thing...

If you present yourself to the world based on your skills - e.g., “I can code or write copy or design logos or take pictures” - you’re positioning yourself as a commodity. 

And commodities are cheap.

If you want to command high fees and do better work and serve amazing clients, then you need to connect the dots between your skills and the business benefits that you can provide to your clients with those skills.

How do you do that?

Talk about results on your website, not capabilities. Testimonials, case studies, and business benefits. 

Clients don’t really care if you improve their business with a chainsaw or a blockchain... they just want results.

Yours,

—J