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How to use JTBD on your website as a freelancer

Written by Robert Williams

You don’t hear about how JTBD applies to freelancing very often, so I asked JTBD-expert Alan Klement to join me on a live call to explore the topic. As freelancers we don’t care about complex theory unless it has actionable takeaways you can apply to your business today — and that’s exactly what we tried to create on the call. We discussed a bunch of stuff (and I definitely recommend you check out the full video available at the bottom of this post). Here are the main takeaways we had:

  1. The most important thing about JTBD is that it gives you the ability to understand what’s motivating clients to buy from you.
    This allows you to create a model for the future that will ultimately help you create a better business. It’s not about using the theory — that doesn’t matter — it’s about being better at doing what you want to do.
  2. You should sell hope to your clients.
    Your client’s life will improve in some way as a result of buying your service. That’s the entire reason why they’re buying, and ultimately, what you have to sell to them. JTBD will help you uncover that.
  3. The biggest win you’ll get from JTBD is confidence.
    The reason JTBD will make you more confident is that it will tell you what you need to know about your clients to improve their life. Once you know that, it makes your business a lot simpler. That puts you at ease when pitching your service, helping clients, and providing value.
  4. You should talk to clients in a way that extracts what they really want from you. 
    A central concept in JTBD is interviewing. You interview clients by talking about what they’re looking to accomplish. Developing this skill helps freelancers tremendously when they’re on sales calls with clients, and area most freelancers are not confident in.
  5. Pitching to a team is different than pitching to an individual.
    Often freelancers look at how they can help a company or business, instead of how they can help individuals within that business. This is a mistake because people are the ones buying your service and these people each have a unique set of reasons for hiring you. It becomes easier to sell a freelance service when you talk directly to each individual’s reason for hiring you.

… and again that’s just scratching the surface on what we covered!

Watch the entire hour-long interview…

Watch the video below to get the video and get notified when I do more of these. We’re already planning on having Alan Klement come back on to do a live client interview deep-dive. Don’t miss it!

Robert Williams

I help underwater design agencies fix staff shortages quickly and come back up for air. I run Folyo, a private referral community of product designers, and I host Freelance, a podcast about how to work independently.

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