They might even offer to let you work for them for free in order to build your reputation, your portfolio, your experience, etc.

Phooey on that! If you love what you’re doing, and you’re good at it, you don’t need to work for peanuts. And you don’t need to give anyone a reason to think you will.

It’s true that you can’t cite years of experience or present a vast porfolio, so don’t talk about that at all. Talk about what you can do for your prospective clients, and how well you will do it.

The real estate agent who was licensed two months ago can still talk about her knowledge of the community, his dedication to returning calls promptly, her expertise in preparing attention-getting flyers and on-line home tours, and his listening or negotiating skills.

If you’ve just begun a business in graphic design, or copywriting, or landscaping, or dog obedience training, in addition to the schooling you took to hone your skills, you have something that came before that made you get into that business. Use that experience and expertise to show the benefits you’ll bring to your customers.

Each person has something special to offer – so concentrate on the value you bring, not on the fact that you’re new.

Always, always, always remember that your marketing message isn’t about you – it’s about the benefits you offer to your customers. The sooner you forget how to say “I” the better your marketing will be.

(Yes, with the exception of your “about me” page on the web… but even there, don’t go overboard!)

Good marketing!

Marte