Marketing Mastery: Tess Whitty

Marketing Mastery
FOR EXPERIENCED TRANSLATORS

WORKBOOK
By
TESS WHITTY
MARKETING MASTERY
FOR EXPERIENCED TRANSLATOR
FRAMEWORK
DEFINE
Define your Define your

unique selling ideal client avatar
proposition (USP) (ICA)
MARKET
Use your USP to Position yourself as Market your

market to your Ideal an expert for your translation services
clients ideal clients regularly
CREATE
Create a vision and Create pricing Create your

specific goals for your bundles and marketing
freelance business packages materials
ATTRACT
Optimize your Reach out to your Follow up without

website for SEO ideal clients being annoying
MARKETING MASTERY PROJECT PLAN
ACTION ITEM MODULE/LESSON DETAILS NOTES
✔ Watch the Welcome The steps in this

Marketing Mastery course have all
welcome video helped me on my
journey to creating a
six figure freelance
business that I enjoy
working in and I hope
it will do the same for
you.
✔ Print and Module 1 - Watch Module 1 -

complete Module 1 Lesson 1 Lesson 1 to know
- Lesson 1 what a Unique Selling
Worksheet Proposition (USP) is
and use the
worksheet to define
your USP.
✔ Watch the Module Module 1 - In this lesson you'll

1 - Lesson 2 video Lesson 2 learn how to use your
USP in your
marketing, but also
how to position
yourself as an expert
for your ideal clients.

complete Module 1 Lesson 3 Lesson 3 and learn
- Lesson 3 how to define your
Worksheet ideal client avatar and
select a target
market.
✔ Watch Module 1 - Module 1 - Watch Module 1 -

Lesson 4 video Lesson 4 Lesson 4 to get some
tips on how to
achieve better client
mindset.
✔ Print and Module 2 - In this lesson you'll

complete Module Lesson 1 learn what other NOTES
2 - Lesson 1 freelancers do to get
Checklist 6-figure income. You
will also learn more
on how to develop a
success mindset and
what mindsets or
thinking that you
should avoid.

complete Module Lesson 2 learn how to create a
2 - Lesson 2 vision for your
Worksheet freelance business
growth, and specific
goals to help you
achieve this vision.
✔ Watch Module 2 - Module 2 - In this lesson you'll

Lesson 3 video Lesson 3 learn about an
alternative to SMART
goals; a roadmap
with mile markers.
✔ Watch Module 3 - Module 3 - Watch Module 3 -

Lesson 1 video Lesson 1 Lesson 1 to learn
three ways to develop
a mindset for getting
paid what you're
worth, plus some
practical steps to
achieve this.

complete Module Lesson 2 get tips on how to
3 - Lesson 2 raise your rates, and
Checklist how to negotiate
them.

complete Module Lesson 3 get 5 tips to create NOTES
3 - Lesson 3 pricing packages. Use
Worksheet the worksheet to
create your own
pricing packages.
✔ Print and Module 4 - In this lesson we’ll go

complete Module Lesson 1 through 8 essential
4 - Lesson 1 marketing tools you’ll
Checklist need when targeting
direct clients.
✔ Print Module 4 - Module 4 - In this lesson you'll

Lesson 2 Lesson 2 learn what platforms
Resources and strategies you
can use to get
potential clients to
find you online,
including your
website, SEO and
social media.

complete Module Lesson 3 Lesson 3 to learn the
4 - Lesson 3 three of the most
Checklist efficient methods to
reach out directly to
your ideal clients.
✔ Print and Module 5 - Download and print

complete Module Lesson 1 the worksheet for this
5 - Lesson 1 module and use it to
Worksheet create your
marketing plan.
✔ Print Client Module 5 - In this lesson I

Followup Contact Lesson 2 wanted to give you NOTES
Form some tips on how to
follow up without
being annoying. Print
the Client Followup
Contact Form and
use it when following
up with your clients
✔ Print and Bonus - Use the worksheet

complete Feast Conquering from this bonus
and Famine Feast and lesson to avoid this
Worksheet Famine vicious cycle.
✔ Print and Bonus - Take action now with

complete Feast Conquering some general
and Famine Feast and approaches that can
Checklist Famine help you avoid the
cycle altogether.
✔ Print and Bonus - In this lesson I will

complete Productivity focus on tips to
Productivity manage learn to
Worksheet manage your time
efficiently so that you
have time for other
things in life.
MODULE 1 - LESSON 1 WORKSHEET
DEFINING YOUR UNIQUE
SELLING PROPOSITION
A USP is one of the easiest ways to bring in new clients and quickly expand your translation
business. It tells customers why they should choose your business and helps to set you apart
from everyone else. Here are 7 steps to help you distill your Unique Selling Proposition. Read
the Quick Start Guide to an USP that you received as a bonus for more information.
1. Write down all about your background, experience, education, services you offer,
area expertise etc. (Do you have proof of some outstanding outcomes from previous
clients, are you extremely specialized or experienced in a certain area, do you have
complementary expertise that your client might need, are you working in a unique
language combination, or do you have any certifications or awards?
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
____________________________________________________________________
COPYRIGHT © TESS WHITTY

2. The easiest way to translate features into business benefits is with the aid of a
So what”- table.
 Start with your features in the left column, example, certification, degree, and
years of experience…
 Put yourself in the shoes of you target prospect and ask yourself “So what?” -
What does this mean for my target client? For example, certification means proof
of quality which means that the client can have peace of mind that he gets a
correct, high quality translation.
Add examples or proof to further elaborate if possible. For example for certification, this
can be your certification stamp, link to certification page or similar.
FEATURES SO WHAT EXAMPLES/PROOF
3. What types of clients’ need these services? What are their problems and needs?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

4. List your 3 main competitors and how they are unique. Look at their advertisements,
content, and about us pages. Do they have a USP? If so, is it a clear one? After
examining a few rival translators, see if you can find any service gaps. Do they all
emphasize quality over speed? Focus on your quick turnaround times.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
5. Check out customer feedback: Who knows what you do best better than your
customers? Reach out to past clients and see if you cannot get some honest
feedback. Take a good, hard look at what they say (and fix any problems they point
out). Then, ask your former customers why they chose you and see if any of those
reasons can be incorporated into your USP.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
6. Based on this information, list some ways that you stand out with your services. Rank
these factors on a scale from 1-5 based on what your customers would be most
drawn to.
RANK FACTORS

7. Lastly, write a brief USP statement. Explain what makes you different from your com-
petition and why your customers like your services.
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________

10 STEPS TO DEFINE YOUR
TARGET MARKET AND IDEAL
CLIENTS
With a clearly defined target audience, it is much easier to determine where and
how to market your company. Here are some tips to help you define your target
market.
1. Look at your current customer base.

Who are your current customers, and why do they buy from you? Look for common
characteristics and interests. Which ones bring in the most business? It is very likely
that other people like them could also benefit from your product/service.
My current 5 best customers are:

1. ______________________________________________________________________________
2. ______________________________________________________________________________
3. ______________________________________________________________________________
4. ______________________________________________________________________________
5. ______________________________________________________________________________
They buy from me because:

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

Similar customers would be:
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
2. Analyze your competition.

Who are your competitors targeting? Who are their current customers? Don't go
after the same market. You may find a niche market that they are overlooking.
My 3 most important competitors are:

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
My competitor’s current customers are:

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
Similar customers would be:

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

3. Analyze your product/service.
Write out a list of each feature of your product or service. Next to each feature, list
the benefits it provides (and the benefits of those benefits). Example of service,
translation, interpretation, proofreading/editing, transcreation, localization,
subtitling
FEATURE BENEFIT
Once you have your benefits listed, make a list of companies who have a need
that your benefit fulfills.
Companies that need the benefits I provide:

________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________
________________________________________________________________________________

4. Segment your overall market.
Most buyers of linguistic services belong to the business market, as opposed to the
consumer market, so you can focus on these segments here.
Geographic Location:
________________________________________________________________________________
Size of Company:
________________________________________________________________________________
Annual Revenue:
________________________________________________________________________________
Number of Branches:
________________________________________________________________________________
Number of Employees:
________________________________________________________________________________
Industry:
________________________________________________________________________________
Age of Company:
________________________________________________________________________________

5. Fine tune your segment according to psychographic characteristic.
Business Style:
________________________________________________________________________________
Business Stage:
________________________________________________________________________________
Innovative/Not Innovative:
________________________________________________________________________________
Conservative/Progressive:
________________________________________________________________________________
Trade Associations:
________________________________________________________________________________
Business Products/Stable:
________________________________________________________________________________
Services Used:
________________________________________________________________________________
Publication Subscriptions:
________________________________________________________________________________

Management Style:
________________________________________________________________________________
6. Finally, fine tune your segment according to behavioristic characteristics. Why

they buy your type of services.
Reason/occasion for purchase?
________________________________________________________________________________
Number of times they’ll purchase?
________________________________________________________________________________
Timetable of purchase, every week, month, quarter, etc.?
________________________________________________________________________________
Amount of product/service purchased?
________________________________________________________________________________
How long to make a decision to purchase?
________________________________________________________________________________
Where customer purchases and/or uses product/service?
________________________________________________________________________________

7. Identify what’s important to your customers and rank these factors.
Are they price sensitive? Are they looking for the highest quality? Is great customer
service important? Or, is location a deciding factor?
HIGH MEDIUM LOW NOT AT ALL
PRICE
QUALITY
VARIETY OF SERVICES:
CUSTOMER SERVICE
SPECIAL OFFERS
CONVINIENCE OF PURCHASE
LOCATION
GUARANTEES
PAYMENT TERMS
OTHERS

8. Research your target market based on all these characteristics.
You can do research with the aid of the following resources:
a. Google research for companies with similar characteristics

b. LinkedIn advance search
c. Government information and databases with these types of companies
d. Looking in industry organization membership databases
9. Identify which segments/customers are viable or profitable.

After identifying and defining the possible segments within your target market, you
must face the critical question of whether it would be profitable and feasible for
you to pursue each identified segment, or choose one or two. To make this
decision, you must answer the following questions:
 What is the financial condition of my firm? If you have limited resources at this
time, you may want to direct your marketing efforts to only one segment. A
concentrated advertising campaign to reach one market segment is likely to
be more effective than a diffuse campaign attempting to reach two.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
 What segments are my competitors covering? Are they ignoring smaller seg-
ments that I can possibly exploit? The printing company previously mentioned
may decide to pursue small magazine publishers because there are many
competitors currently serving the needs of larger publishers. Or, Career Options
may discover that since in their geographic location there are several firms
that specialize in helping professionals in transition, they should specialize in the
recent college graduate market.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

 Is the market new to your firm? If so, it may be better for you to concentrate on
one segment for now, and expand to others when your initial segment has
been successfully penetrated. Developing new markets takes a greater com-
mitment of time, money and energy.
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
10. Create a list of potential companies to contact.
Create a list of 50 potential target clients to contact.
 _______________________  _______________________  _______________________

 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________  _______________________
 _______________________  _______________________
COPYRIGHT 2019 © TESS WHITTY

SUMMARY CHECKLIST
Feeling overwhelmed? Here’s a checklist of the most important steps you need to
do in order to find and define your target market.
_____ Identifying Your Market

_____ Determine why a customer would want to buy your product/service.
_____ Identify your products’/services’ benefits and features.
_____ Decide which segmentation criteria will best segment your target market:
geographic, demographic, psychographic or behavioral.
_____ Segment your market.
_____ Divide larger target market segments into smaller segments.
_____ Decide if it would be profitable and feasible for you to pursue each segment.
COPYRIGHT 2019 © TESS WHITTY

S.M.A.R.T GOALS
Crafting S.M.A.R.T. Goals are designed to help you identify if what you want to achieve is
realistic and determine a deadline. When writing S.M.A.R.T. Goals use concise language, but
include relevant information. These are designed to help you succeed, so be positive when
answering the questions.
WRITE THE GOAL YOU HAVE IN MIND
INITIAL GOAL
WHAT DO YOU WANT TO ACCOMPLISH? WHO NEEDS TO BE INCLUDED?
S
WHEN DO YOU WANT TO DO THIS? WHY IS THIS A GOAL?
SPECIFIC
HOW CAN YOU MEASURE PROGRESS AND KNOW IF YOU’VE
M
SUCCESSFULLY MET YOUR GOAL?
MEASURABLE
DO YOU HAVE THE SKILLS REQUIRED TO ACHIEVE THE GOAL? IF NOT, CAN
YOU OBTAIN THEM? WHAT IS THE MOTIVATION FOR THIS GOAL? IS THE
A AMOUNT OF EFFORT REQUIRED ON PAR WITH WHAT THE GOAL WILL
ACHIEVABLE

WHY AM I SETTING THIS GOAL NOW? IS IT ALIGNED WITH OVERALL
R
OBJECTIVES?
RELEVANT
WHAT’S THE DEADLINE AND IS IT REALISTIC?
T
TIME-BOUND
REVIEW WHAT YOU HAVE WRITTEN, AND CRAFT A NEW GOAL

STATEMENT BASED ON WHAT THE ANSWERS TO THE QUESTIONS ABOVE
HAVE REVEALED.
SMART GOAL

CREATING PRICING
BUNDLES/PACKAGES FOR YOUR
TRANSLATION SERVICERS
1. LIST ALL THE SERVICES YOU CAN OFFER FOR A TRANSLATION JOB.
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
2. DIVIDE THEM INTO TIERS OR PACKAGES (BASIC, STANDARD, PRO).

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
1.
3. LIST ANY PARTNERSHIP YOU COULD USE TO CREATE PREMIUM PACKAGES.

_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

4. CREATE THREE PACKAGES FOR YOUR PRICING SERVICES.
BASIC STANDARD PRO

MARKETING PLAN FOR
FREELANCE TRANSLATORS
VISION
WHERE DO YOU WANT TO BE IN 3 - 5 YEARS?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
WHO WILL YOUR CUSTOMERS BE?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
HOW MANY CUSTOMERS DO YOU WANT?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
WHAT WILL YOU BE KNOWN FOR?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

HOW MUCH DO YOU WANT TO EARN?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
SMART GOALS
TAKE THE SMART GOALS THAT YOU CREATED IN LESSON 2 AND INSERT THEM HERE:
 WHO: Who is involved?

 WHAT: What exactly do I want to accomplish?
 WHERE: Is there a location involved in the goal?
 WHEN: What is the specific time frame for this goal?
 WHY: Why do I need to achieve this goal?
GOAL 1
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
GOAL 2
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
GOAL 3
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

FINANCIAL PLAN
1. HOW MUCH WILL YOU CHARGE?
____________________________________________________________________________
____________________________________________________________________________
2. HOW MANY DAYS OF THE WEEK WILL YOU WORK?
____________________________________________________________________________
____________________________________________________________________________
3. HOW MANY HOURS PER WEEK DO YOU EXPECT TO BE BILLABLE?
____________________________________________________________________________
____________________________________________________________________________
4. WHAT ARE YOUR EXPENSES?
____________________________________________________________________________
____________________________________________________________________________
5. HOW WILL YOU DIVERSIFY YOUR INCOME?
____________________________________________________________________________
____________________________________________________________________________
BASIS OF YOUR MARKETING PLAN
1. WHAT WORKED LAST YEAR AND WHAT DIDN’T?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

2. HOW WILL YOU FIND YOUR CLIENTS?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
3. WHAT TYPE OF MARKETING WILL YOU DO TO GET YOUR NAME OUT THERE?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
4. WHERE WILL YOUR MARKET YOUR SERVICES?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
5. WHAT RESULTS ARE YOU LOOKING FOR WITH YOUR MARKETING?

(NUMBER OF CLIENTS OR PROJECTS PER MONTH)
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
6. HOW WILL YOU MARKET AND PROVIDE SERVICE TO YOUR EXISTING CLIENTS?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

WHAT STAGE DO YOU NEED TO FOCUS ON?
Prospecting
Following Up
Sales
TARGET MARKET AND CLIENTS
WHAT INDUSTRY IS YOUR TARGET MARKET IN?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
WHERE IS IT LOCATED?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________
HOW BIG IS IT? BIG ENOUGH TO BE PROFITABLE?
____________________________________________________________________________
____________________________________________________________________________
____________________________________________________________________________

TACTICS
TACTICS YES NO WHEN
Update website and SEO
Select and/or update online profiles

Find, follow or contact potential clients on
social media
Ask for referrals and recommendations
Research potential clients and create contact list
Contacting potential clients through warm email

prospecting or phone calls
Develop marketing material (brochures, leaflets,
samples, portfolio)
Get involved in local or national translation
organization (volunteer) and network with other
translators in same or opposite language
combination
Research, schedule and attend target industry
event
Attend translation conference
Network locally in business groups, chamber of

commerce events etc.
Become a member in target industry organizations
and network there/follow online
Subscribe/read industry journals online and offline
to keep up with the industry and look for potential
clients

BUDGET
TACTICS ANNUAL MONTHLY
SCHEDULE
JANUARY
EVENT/ACTIVITY COST DATE RESULTS COMMENT/
FEBRUARY
COMMENT/
EVENT/ACTIVITY COST DATE RESULTS
FOLLOWUP

MARCH
APRIL
COMMENT/
FOLLOWUP
MAY
COMMENT/
FOLLOWUP
JUNE

JULY
AUGUST
COMMENT/
FOLLOWUP
SEPTEMBER
COMMENT/
FOLLOWUP
OCTOBER

NOVEMBER
DECEMBER
COMMENT/
FOLLOWUP
FOLLOW UP
CLIENTS FINANCES
ONLINE GOALS
(HOW MANY NEW, (INCREASED CHANGES?
PRESENCE ACHIEVED
DIFFERENT? INCOME?)

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Marketing Mastery

FOR EXPERIENCED TRANSLATORS

Define your Define your

Use your USP to Position yourself as Market your

Create a vision and Create pricing Create your

Optimize your Reach out to your Follow up without

ACTION ITEM MODULE/LESSON DETAILS NOTES

✔ Watch the Welcome The steps in this

✔ Print and Module 1 - Watch Module 1 -

✔ Watch the Module Module 1 - In this lesson you'll

✔ Print and Module 1 - Watch Module 1 -

✔ Watch Module 1 - Module 1 - Watch Module 1 -

✔ Print and Module 2 - In this lesson you'll

✔ Print and Module 2 - In this lesson you'll

✔ Watch Module 2 - Module 2 - In this lesson you'll

✔ Watch Module 3 - Module 3 - Watch Module 3 -

✔ Print and Module 3 - In this lesson you'll

✔ Print and Module 3 - In this lesson you'll

✔ Print and Module 4 - In this lesson we’ll go

✔ Print Module 4 - Module 4 - In this lesson you'll

✔ Print and Module 4 - Watch Module 4 -

✔ Print and Module 5 - Download and print

✔ Print Client Module 5 - In this lesson I

✔ Print and Bonus - Use the worksheet

✔ Print and Bonus - Take action now with

✔ Print and Bonus - In this lesson I will

COPYRIGHT © TESS WHITTY

FEATURES SO WHAT EXAMPLES/PROOF

COPYRIGHT © TESS WHITTY

COPYRIGHT © TESS WHITTY

COPYRIGHT © TESS WHITTY

1. Look at your current customer base.

My current 5 best customers are:

They buy from me because:

COPYRIGHT © TESS WHITTY

2. Analyze your competition.

My 3 most important competitors are:

My competitor’s current customers are:

Similar customers would be:

COPYRIGHT © TESS WHITTY

Companies that need the benefits I provide:

COPYRIGHT © TESS WHITTY

COPYRIGHT © TESS WHITTY

COPYRIGHT © TESS WHITTY

6. Finally, fine tune your segment according to behavioristic characteristics. Why

Reason/occasion for purchase?

Number of times they’ll purchase?

Timetable of purchase, every week, month, quarter, etc.?

Amount of product/service purchased?

How long to make a decision to purchase?

Where customer purchases and/or uses product/service?

COPYRIGHT © TESS WHITTY

HIGH MEDIUM LOW NOT AT ALL

COPYRIGHT © TESS WHITTY

a. Google research for companies with similar characteristics

9. Identify which segments/customers are viable or profitable.

COPYRIGHT © TESS WHITTY

10. Create a list of potential companies to contact.

Create a list of 50 potential target clients to contact.

 _______________________  _______________________  _______________________

COPYRIGHT 2019 © TESS WHITTY

_____ Identifying Your Market

COPYRIGHT 2019 © TESS WHITTY

 ___________  _  _____________