Ground Zero Case Studies
In the video below, Derek Halpern explains why clients don’t value your work, and how that results in them trying to underpay you.
“The problem isn’t that your customer is stupid. The problem is that you didn’t accurately explain your process. You didn’t tell them what you do. You didn’t show them how you do it.”
Instead of having a simple portfolio page showing samples of your work, Derek recommends creating “ground zero case studies.”
“A ground zero case study is an example of your great work, except you’re going to put context around it. This context tries to bring to life your process and the client’s experience, for new clients.”
For example, if you’re a photographer, instead of showing a bunch of pretty pictures with no context, you create a case study of one particular photo (or collection of photos) you shot and edited for a client.
In the case study, you explain what went into creating that photo.
For example, you could flesh out the following points:
Met with the client
Brainstormed ideas
Created a storyboard
Planned and scheduled the shoot
Provided wardrobe recommendations
Provided and transported all equipment
Shot photos at 3 locations
Edited photos and sent 5 for review
Helped choose the best photo
Did the final edits
Met with client for final review and feedback
“Once people see the behind-the-scenes, once they see that this whole shoot took three weeks to prepare for, they’re not going to try to offer you $200 anymore. They’re going to know that this is a different level of service.”
“This is all an opportunity for you to showcase your value to your customer in a great way.”
This is one of many ways to get clients for your freelance business. See the full list here.
