Podcast Summary: Coffee With Cole – "How Your Offer Defines the Clients You Attract and Their Expectations"
Podcast Information:
- Title: Coffee With Cole: The Digital Writing Podcast
- Host: Nicolas Cole
- Episode Title: How Your Offer Defines the Clients You Attract and Their Expectations
- Release Date: January 24, 2025
Introduction
In this insightful episode of "Coffee With Cole", host Nicolas Cole delves into the intricate relationship between the services ghostwriters offer and the types of clients they attract. Featuring a candid conversation with a seasoned ghostwriter (referred to as Speaker B), the discussion navigates the nuances of client expectations, service differentiation, and strategic positioning within the digital writing landscape.
New Client Ventures and Pricing Strategies
Speaker B opens the dialogue by sharing exciting news about onboarding two new clients in the upcoming quarter, including a prominent tech company's CFO. Notably, B has managed to triple their previous rates, overcoming internal bureaucratic challenges:
“[00:10] B: ...I started with a big tech company. I'm going to be ghostwriting for their CFO and doing weekly posts for them. And it's about three times the rate that I've charged previously.”
This significant rate increase underscores the evolving value proposition B offers to high-caliber clients.
Enhancing Value Through LinkedIn Engagement
B introduces a strategic consideration: leveraging LinkedIn not just for content distribution but as a tool for lead generation and partnership opportunities. They discuss the use of platforms like Trigafy and Clay to track social engagement and automate outreach sequences. B contemplates whether integrating these revenue-centric services could create a competitive moat, thereby justifying higher pricing.
“[00:24] B: ...is that the closer I am to generating revenue for them, the more valuable I become and the higher price they can charge?”
However, B expresses a personal preference for focusing purely on writing, highlighting a potential tension between passion and business expansion.
Defining Client Value and Service Offerings
Nicolas Cole (Speaker A) responds by emphasizing that not all ghostwriters need to diversify their services. He highlights a common misconception that content creation must always be tied to direct response objectives:
“[01:38] A: ...the value is just, I’m participating on the Internet... many clients just wanted to ensure they weren't invisible online, without necessarily seeking direct conversions.”
A elaborates that offering additional services like lead generation attracts a different client demographic—those interested in direct response—while maintaining a pure writing service appeals to clients seeking thought leadership and personal branding.
Understanding Key Performance Indicators (KPIs) for Brand Presence
Speaker B shifts the focus to metrics, questioning how to measure success for clients whose goals revolve around brand presence rather than immediate business outcomes:
“[07:20] B: ...how do you quantify the ROI for clients who just want to be a person on the Internet?”
Speaker A candidly admits that his agency didn’t promise specific metrics or provide detailed reports, instead prioritizing long-term visibility and personal branding. He shares an anecdote illustrating how content led to a significant business partnership:
“[08:19] A: ...if you walk into a partnership meeting and someone references your article, that’s the real value we provide.”
A further explains that the relevance of KPIs shifts based on the client's stage of business funding. Early-stage founders prioritize ROI and customer acquisition, while well-funded executives focus on maintaining a strong online presence.
“[11:09] A: ...the more money they raised, the less they cared about direct response and more about having a presence.”
Strategic Positioning and Market Targeting
With these insights, Speaker B concludes that targeting higher-market clients who value personal branding over direct response metrics aligns better with their service offerings. This strategic pivot involves moving upmarket to engage with clients who appreciate the intrinsic value of being perceived as authoritative and legitimate figures online.
“[11:40] B: That gives me some clarity into the direction I want to move in. Going up market. So thank you.”
Final Insights and Takeaways
Speaker A encapsulates the essence of the discussion by reiterating the importance of understanding different marketing motivations:
“[13:21] A: ...the decision to put out content has really nothing to do with customers or money... it's a lot more emotional.”
He advises ghostwriters to clearly define their service offerings to attract the desired client type, whether it be those seeking direct response capabilities or those aiming for thought leadership and personal branding.
Notable Quotes
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Speaker B on Enhancing Value:
“[00:24] B: ...is that the closer I am to generating revenue for them, the more valuable I become and the higher price they can charge?”
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Speaker A on Core Value:
“[04:54] A: The real underlying value is that it increases the likelihood that more people see that person as a real person on the Internet. Like full stop, end of story.”
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Speaker A on Client Stages:
“[11:09] A: ...the more money they raised, the less they cared about direct response and more about having a presence.”
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Speaker A on Content Motivation:
“[13:21] A: ...the decision to put out content has really nothing to do with customers or money... it's a lot more emotional.”
Conclusion
This episode of "Coffee With Cole" provides valuable insights into how ghostwriters can strategically define their service offerings to attract the right clientele. By distinguishing between clients seeking direct response metrics and those valuing personal branding, ghostwriters can tailor their approaches to meet diverse client expectations. Nicolas Cole and his guest underscore the importance of clarity in service definition, strategic market targeting, and understanding the underlying motivations that drive clients to invest in digital writing services.
For ghostwriters and digital content creators, the key takeaway is the critical need to align your offerings with the specific needs and expectations of your target clients, ensuring long-term partnerships and business growth.