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The Difficult Second Album

By: Jonathan Downie    Date: December 16, 2016

Everyone gets excited about the start of something new and the first job for a new client is always a good one. But what happens after that?

Once you have set the bar and delivered for the first time, where do you go next? Of course, consistency is key and everyone likes to get excellent service every time but what happens when your work is so good, it is taken for granted?

To become the “go to” person or to go from being great to getting referrals, you have to learn how to go from great delivery to stand out performer. Just as no band can make their entire career out of a single album, no provider can truly build a business on just delivering one way for a single client.

You are going to need to grow and create and innovate. The same tools what landed you job #1 will need to be refined and even rethought to land job #2. Seasons and fashions change and it takes skill to keep growing through them all.

Here’s a very concrete example. I soon realised that doing one good job for a specific agency client is no guarantee that you will ever be called again. If you want to get another assignment, you will need to follow up and make sure you are still as visible as you were before. It’s hard work but the results are always worth it.

So where has complacency set in in your business? Which of your clients have lost their passion for what you are selling? Maybe it’s time to try something new.

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