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Chapter
2

Describe what you represent through the outcomes you deliver

Now that you know the key elements of a standout Twitter profile and what it should do for your freelancing business, it’s time to talk about being outcome-driven. This will help shape the part of your Twitter profile that convinces a potential client to become a paying client. 

Instead of offering services, offer outcomes

You know the service you can offer a client—but millions of other people can offer the same thing. So instead of focusing on the service, focus on outcomes.  

Let’s say you’re a copywriter. Great! But, also: who cares? Probably not the person who’s reading your profile. What they care about is what you can do for them, that is, the expected outcome (or value) they get by hiring you. As a freelancer, you help businesses make progress. And you show how you’ll do that by focusing on outcomes, not services. 

Here are some examples of what it looks like to be outcome-driven versus service-focused

Example 1:

Outcome-driven: “I write copy to turn your website into a conversion engine.”

Service-focused: “Freelance copywriter with 5 years of experience.”

Example 2:

Outcome-driven: “I write persuasive copy so your website visitors take action.”

Service-focused: “Experienced copywriter.” 

Here are examples of great profiles that are outcome-driven:

Jordan Godbey

Lauren Fischetti

Melodie Moore

Exercise: Turn your services into outcomes

Now we’re going to turn your services into outcomes. Start by looking at “Paul,” a freelance graphic designer who primarily creates websites for restaurants. For his Twitter profile, Paul is going to begin by writing down a list of services he offers. Here’s what he’s come up with: 

  • Designs original websites for restaurants

  • Helps restaurants land on a visual digital language

  • Implements a simple, accessible UI

Then he’s going to take that list and write out the outcome that his clients can expect from each service:

  • Increased visibility with potential clients

  • Unified and appealing brand that will bring in customers

  • Access to essential information, like hours and a menu, means customers will be more likely to come to the restaurant

As you can see, the outcome of all Paul’s services is getting customers in the door. With that in mind, Paul is going to write an outcome-driven one-liner for his Twitter profile: 

“I create original, beautiful, and enticing restaurant websites that get customers through the door.” 

Now it’s your turn. Here’s what I want you to do, in your workbook:

  1. Write a list of the services your business offers. 

  2. Write down the outcomes clients will get from each service. 

  3. Pick the most important (or most impressive) from the list.

  4. Write a one-liner focusing on that outcome. (Keep in mind the 160-character limit for a Twitter profile, but don’t use them all—you’ll need them for other parts of your profile.)

What did we learn?

What does it mean when something is “outcome-driven?”

What does it mean when something is “service-focused?”

Which one (service-focused or outcome-driven) do you want for your Twitter profile?

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