code and grow rich: 70+ ways to differentiate yourself as a programmer to land better clients

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Page 1: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

</ Code & Grow Rich >Your Parents’ Basement Is a Cold & Scary Place

brian ortiz | [email protected] |ortiz.io

Page 2: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

To Land Your Ideal Clients, You Must Be Different

Page 3: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

DEVELOPER’S VALUE DIFFERENTIATORS

Creating Your Own Unique & Distinctive Value

Proposition

Macro-Level Value Differentiators (best utilized in closing situations where overriding themes need to be

emphasized)

Micro-Level Value Differentiators(best utilized when emphasis on project specifics is needed or requested

by prospective client)

Page 4: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Macro-Level Value

brian ortiz | [email protected] |ortiz.io

Page 5: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Better Solutions, Strategies, Thinking &

Accountability

Better & More Efficient Processes

Better Skills, Broader Experience, Industry Influencer

Track Record of Success / Better Fit / Relevancy

Scalability / Performance / Multi-Platform /

Interoperability / Complementary Technology

Integration

Unique or Exclusive Relationship / Unique

Resources / Better Access

How

What

Scale & Integrate

Exclusive Benefits

Categorizing

Your Value

Page 6: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

• We have more organized, structured, and flexible strategies for our clients

• Our solutions are weighted more for longer-term benefits than for short-term gains

• Our solutions are directly aligned to client goals

• Our solutions are focused on the end-user experience and maximizing engagement from

potential and current customers

• The overall strategy and thinking behind our plan is both sound, grounded by facts/data/metrics

(quantitatively driven), and therefore less risky

• We are not married to a single technology or platform, our job is to achieve your goals, not

promote third party tools

• Seamless integration of project software with current web assets

• More business-centric; we take the time to understand both your business and your

goals/challenges

• Emphasis on security and accessibility

• Focus on user experience

• Consistent feel, consistent branding across all platforms (consistent messaging)

• Strategies are flexible, can evolve with business

• Decisions and iterations are based on data and global thinking, not hunches or unproven

hypotheses

• Deeper levels of testing and audience segmentation before going live

• Accountability doesn’t just focus on project delivery, but for the work ultimately creating value

for an organization and impacting the company’s bottom line

Better Solutions, Strategies, Thinking & Accountability“we’re smarter than the competition”

Use these differentiators when

you have less

experience than your competition)

Hack

Page 7: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

• Better, more productive communication

• Complex ides are translated into easily understood concepts

• Likeable personality

• More transparent work-flow

• Ease in tracking project progress

• Better efficiency and execution• More specialized team members – greater depth of technology understanding

• Faster responsiveness to client concerns

• Milestone production process

• Integrates and evolves alongside internal team

• Self directed, limited handholding needed • Better, more thorough testing environment (higher chance of project success)

• Agile/Scrum project management philosophy/methodology

• Technology training, website management tutorials, ongoing education is offered to all relevant staff members

Better & More Efficient Processes “we’ll get this project done faster, with less headache”

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Page 8: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

• Deeper level of expertise that is relevant to a client’s

specific project

• Wider, more integrated knowledge-base including

design, marketing, sales, and business development

• Generates unique content, tools, and software that is used

by other developers

• Developer insights are featured and shared on other

blogs, websites, and industry publications

• Wider breadth of applied development (not just beta

tests- actually utilized by past and current clients)

Better Skills / Broader Experience / Industry Influencer “I have more real-world experience and am more

capable than the competition”

Use these differentiators when you have more experience than your

competitionHack

Page 9: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

• Relevant client case studies attesting to positive outcomes of past

work

• Multiple instances of working software that prospect can test and

use to acquaint them with your past work

• References – these clients have become referral hubs for my

development business

• Online reviews

• Testimonials

• A+ BBB rating

• Previous success in client’s B2B niche

• Previous success in similar project execution

Track Record of Success / Better Fit / Relevancy“I’m more credible and my solutions are more relevant”

Page 10: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

• Applications can scale in tandem with user base, no degradation of

functionality as the number of users increase

• Software will present consistent functionality and user experience

across desktop, mobile, and tablet devices

• Our solutions do a better job of “talking” and interacting with each

other

• CMS, shopping cart, and analytics are seamlessly integrated

• Ability to integrate both marketing and sales application such as

salesforce.com and hubspot.com into the digital ecosystem

• Download speeds of web pages average 30% less than industry

standards due to specific methodology, reducing bounce rates and

increasing visitor engagement

Scalability / Performance / Multi-Platform / Interoperability /

Complementary Technology Integration“my solutions will grow with your business”

Page 11: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

• Closer relationship with all team members, more established connections with members of the

team – less uncertainty in project outcomes (we’ve all been working together for “x” number

of years)

• Better integrated team (communicates through one platform and one point of contact)

• Utilization of more web development tools

• All team members have a minimum of 5+ years of development experience (no human-

capital cliff)

• Access to scarce resources (proprietary, expensive, or high value technology)

• Pre-existing relationships which enable us to run newer, more advanced versions of

technology (CMS, CRM, ERP)

• Larger library of scripts and pre-existing software which can be iterated more quickly for your

company

• Close relationship with industry leading CEOs – opportunities to create value added

partnerships in future

• After completion of project, I will be able to promote your product to my subscribers

• My co-developer helped write the original code which later became Shopify.com

• Ongoing relationships with media, industry journalists, and PR sources to enhance your brand

exposure and expedite virality

Unique or Exclusive Relationship / Unique Personnel / Unique Resources / Better Access “My relationships, resources and capabilities extend beyond this current project”

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Page 12: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Value in Macro – Language (Part 1)

Unique skill: “I am the only one (that I am aware of) that can do [x,y,z]”

Unique access: “I am the only one (that I am aware of) that will give you

access to this resource”

Unique working philosophy: “I am the only one that works with their clients along these specific lines”

Unique working philosophy: “I am the only one willing to train your staff to

replace me”

Uniquely broad thinking: “I am the only one that melds user experience, design and functionality”

Unique resource: “I have developed my own testing environment which

gives you a greater opportunity to iterate and evolve our software

efficiently”

Page 13: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Value in Macro – Language (Part 2)

Unique resource: “I have created a browser add-on tool that links your marketing and sales channel to our website software.”

Unique scarcity (time): “I only take on one new client per month, based on your team and project goals, I would like that client to be you.”

Unique affiliation “I helped Google solve a similar problem that you are looking to tackle”

Unique designation: “I was voted top web developer from link maven in 2014. This award was primarily based on my client satisfaction levels”

Unique accountability: “I am holding myself accountable for this software execution’s impact on your level of customer engagement”

Unique relationship: “We have an exclusive relationship with Shopify which gives us priority access and support for any new add on applications.”

Page 14: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Micro-Level Value Examples(best used within the pre-closing stages of

the sales cycle- always include simple

translations for those prospects that have

less understanding of technology)

brian ortiz | [email protected] |ortiz.io

Page 15: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

My development process prioritizes the display of content within a critical rendering path. In other words, users will be able to both see and interact with web elements faster- it will make our pages more sticky.

All non-essential elements that are being downloaded on each page will be analyzed for user engagement. In other words, If a resource is not being used sufficiently or if it negatively impacts the rendering path, it will either be adjusted or scrapped depending on its impact on website performance.

I am using schema, open graph protocol, and twitter cards to better enable how our website looks when shared on these platforms. In other words, we’ll have more clicks, and more engagement when I add these code snippets to our pages.

I will be adding a webapp manifest by creating a JSON file. This simply means that we will be controlling how our website users will see our application.

I will be disabling user select for user interface elements which responds to touch. Simply put, some mobile browsers will select text if held down long enough, we don’t want that to happen in certain instances, so I will be selectively disabling that functionality.

Micro Value Examples

Page 16: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Value Differentiators In Action

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brian ortiz | [email protected] |ortiz.io

Page 17: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Sample Client E-Mail client is having trouble understanding technical language

Hi Paul,

I got the impression from the tone of our last conversation, that some of the technical

work we were doing in regards to the API work may be causing you a bit of anxiety. I’ll

do my best to break the subject matter into simple terms:

APIs can simply be seen as a set of requirements that manage the interactions between

two applications. I am using Google Maps’ API because it is enabling us to develop a

custom GPS system without having to create something similar from scratch. In general

terms, the API is saving us some money, and making it more efficient to build in added

functionality.

If you still need some clarification, here are three links that can help in your

understanding:

[link 1]

[link 2]

[link 3]

Best,

Carlos

Page 18: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Hi Amanda,

I am aware that our pricing may have been significantly higher than the other agencies you have engaged with thus far. Let me articulate why it still makes sense to consider us for this project:

1) Less risk- our past experiences prove that we can consistently execute similarly complex projects.2) More upside - we’re the best agency at blending our projects to function within your entire business ecosystem. Everything we do is considered within the framework of your overall business.3) Our relationships - we work directly with the highest rated application marketing agency in the U.S. This relationship enables us to format or work so it best impacts what happens after its deployment.

As a final thought, I want you to consider to true upside to choosing the best developer and the true downside to choosing the wrong one. We feel that our solution will give you the best long-term chance for success, and our combinations of attributes as a firm, simply cannot be matched.

If you have any additional questions that need clarification, don’t hesitate to ask.

Best,Steve

Sample Client E-Mail client is having trouble understanding why your pricing is so high

Page 19: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Hi Robert,

Thanks for going through this discovery and needs assessment process with me. I wanted to take a second to leave you with some final thoughts as to:

Why I feel our two companies are an ideal match for this project.

Why I feel you will get the most value from our solution.

Branding and Consistent User ExperienceYou expressed a clear commitment in having all dimensions of your application working fluidly together (desktop website, mobile website, tablet, mobile application) as well as having a unique and compelling user experience. My agency specializes in seamlessly melding all user environments together- illustrated in these past projects here:

[project A][project B][project C]

Future Growth: You also emphasized a deep commitment to our project’s future growth potential. All of our applications are designed to successfully scale efficiently as your number of visitors and clients grow.

Systems Integration: You also reiterated that you wanted “everything to work together without too much confusion.” Our Drupal CMS system as well as Drupal Commerce will be functioning alongside our marketing efforts through the Hubspot and Adwords platforms. All web pages and content that we develop will be optimized for Google Search. Non-closed leads generated by the website will be routed in real-time to your team, directly through the Sales Force module. All of our usability statistics and conversions will be tracked within Google Analytics with reports delivered to your team weekly.

Your Involvement: You spoke about your ideal project management environment being one of open communication and fluid channels of information through multiple departments and for multiple parties in your organization. As our project takes shape, all of our work is completed in a transparent, easy to understand format. All updates are delivered in non-technical speak so each member of your team can understand where we are and how we are progressing. Having you involved in each step of the process will ensure you are getting precisely what you envision.

Lastly, beyond the technicalities of this project, I wanted to express on a personal level, all of my team members felt at ease with both your style of direction and overall vision as to the direction of your business. I do feel, that the strategy we have put together, will reap long-term rewards for your organization. With that said, I am looking forward to our teams coming together to help you achieve your goals.

If you have any further questions, or just need some last “T”s crossed or “I”s dotted, drop me a line.

All The Best,Mark

Sample Client E-Mail closing e-mail sent to client with detailed unique value proposition

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Page 20: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Hi Brad,

I appreciate the wealth of information that you provided me in regards to your business objectives. I believe that your strategic vision is on pace to increase your marketing share significantly in the coming months and years.

With that said, I wanted to leave you with a few closing thoughts, before you make your final choice of web developer.

As a solo practitioner I have a few advantages over the larger outfits:

Responsiveness- you mentioned that waiting a week to have questions, answers, and issues addressed was simply not something you wanted to put yourself through during this process. As a one-man-operation I pride myself in getting back to my clients (in most situations) within 24-hours.

Level of Expertise- one of the reasons that my clients often opt to hire me over the larger agencies is because they feel that working with me directly, as opposed to a junior account manager is significantly more attractive. All of the work, from coding to testing, to execution, will be directly managed by me- there won’t be any green developers responsible for your success.

Social Media Integration - one of my deep areas of expertise as outlined in my portfolio is social media. My past clients have not only seen increases in social media visibility, but significant gains in prospect and customer engagement. I will be utilizing my entire arsenal of skills to assist you in maximizing our returns from all social media platforms.

Precision with Experience - As a developer with a design background, I am keenly aware of how users interact with websites, applications, forms, and other media. Having your target customer in mind while I build your applications will provide a solid foundation for long-term growth.

Work Load / Selectivity - As a solo-practitioner, I am careful as to what types of clients I take on, what promises I articulate, how many clients I work with at a single time, and what type of projects I engage in. Based on our continued discussions, I feel that your goals and my skills make a complementary match. Furthermore, your desired communication style (e-mail + phone) is exactly my definition of an ideal working relationship.

With all of those points aforementioned out of the way, I wanted to take the time to personally thank you for the continued dialogue. I look forward to beginning our formal working relationship, and believe that together, good things will happen.

All The Best,Roger

Sample Client E-Mail

closing e-mail sent to client with SOLOPRENEUR advantages

Page 21: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

Hi Susan,

While you are in the final stages of your decision making process I wanted to leave you with a few thoughts that capture why I feel that my services represent a unique solution for your company.

We are experienced working in your [x] niche as supported by our case studies and portfolio.

We are technologically neutral -- this means that I am not beholden to one language, one platform, or one system- we implement solutions that we think will work best for our clients.

Our working style consists of milestone updates, which gives you a 360 degree view of our progress- this improves efficiency, gives us a productive framework to enlist feedback and input, and improves our speed to execution.

Once the CMS system is implemented we offer a full range of training for your internal team. All of your application functionality will include on-going support from us, your staff will have the ability to scale our initial build.

Best,Kenneth

Sample Client E-Mail closing e-mail sent to client with shorter unique value proposition

Page 22: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

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Page 23: Code And Grow Rich: 70+ Ways To Differentiate Yourself As A Programmer To Land Better Clients

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