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Market Positioning for Freelancers & Small Business Owners

Understand the real secret of marketing and how to use your market position to create a successful marketing strategy
4.9 (10 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
194 students enrolled
Created by Khuram Malik
Last updated 10/2013
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  • 3 hours on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What Will I Learn?
Create a well-refined Value Proposition that helps you create your niche
Use your Value Proposition to improve your marketing material such as your website, business card and brochures
Use sound Value Principles to create your own personalised strategy for actively seeking or attracting clients
Create a viable Marketing Strategy using tried and tested principles
Create a simple but workable Sales Plan as part of your marketing strategy
Create a tipping point for your business, win high-profile clients and turn your business into a six-figure operation
View Curriculum
  • English Speaking
  • You must be someone that provides or intends to provide services to clients


** NOW INTRODUCING - A COMPLETE MARKETING PLAN WORKSHEET and detailed examples so you can create your own six-figure business.

** NOW with over 20 pages worth of examples! - of different freelancer types and small businesses so you can get better insight on how to form your own value proposition and how to apply value principles to win customers.

Learn the true secrets of marketing that most marketers are not telling you (or don’t even know themselves).

Understand what it really takes to separate yourself and your business from the crowd.

Get discovered more readily and easily, and use tried and tested principles to find potential customers and convert them into clients.

In this course, not only will you learn how to create a great value proposition, but you’ll learn how to use your value proposition to find customers and turn them into paying clients.

This is a must-have course for any freelancer or small business owner.

Get a complete marketing plan worksheet with detailed examples and turn your freelance/small business into a six-figure operation.


Of a diverse sample of freelancers and small business owners surveyed:

  • 52% of respondents stated they had experienced difficulty in winning new clients in the last 6 months
  • 64% of freelancers said they understood what is meant by Market Positioning, but interestingly 58% of freelancers said they had not considered putting a value proposition together for themselves
  • And a whopping 67% said that they were certain having a value proposition would help them win more business

If you don't differentiate yourself from the competition by identifying your market position, you'll have a hard time winning clients and getting great work.

Saying you're personable, authentic and have integrity or that your clients trust you because of your warm and friendly personality is not enough. This is an illusion and you'll be surprised to learn that every other freelancer or small business owner is saying this - just like you.

You need a key differentiation that goes beyond your ability to win your prospective client's trust

The Key to Market Positioning is your Value Proposition

By creating a value proposition, you can differentiate yourself from other freelancers in your space and win more business that is right for you. It's all about finding your niche.

You may be currently working on building up your brand, or may have already had a decent amount of exposure, but if you're finding you're struggling to close sales or want to amplify and build upon your current exposure, you can accelerate your potential by creating a value proposition and applying sound value principles to your business.

What this course covers:-

This course is intended for Freelancers or Small Business Owners providing services to customers.

In this course, I will help you:-

  • With strategies for identifying your strengths and why customers should value you
  • Turn those strengths into viable Value Propositions
  • Worksheets for formulating your Value Proposition(s)
  • Help you differentiate yourself from the competition
  • Worksheets on strategies for finding potential customers
  • Sound principles that you can apply to your own value proposition to help you create a strategy for turning potential customers into actual clients.

Note: This course will not teach you how to become a freelancer or small business owner. There are other courses on Udemy that will teach you how to do that. This course is about what to do to increase your potential of success

Who is the target audience?
  • Web Developers, Designers, Photographers
  • Make-up Artists, Fashion Models
  • Book-keepers, Accountants
  • IT Gurus
  • Writers, Journalists
  • Gardeners, Dog Walkers
  • Freelancers providing Freelance services to clients
  • Small Business Owners of service based businesses
  • One Man bands providing services to customers
  • Consultants
  • Self-Employed
  • Marketing professionals
Students Who Viewed This Course Also Viewed
Curriculum For This Course
Expand All 15 Lectures Collapse All 15 Lectures 03:08:49
Market Positioning
6 Lectures 43:32

An explanation of why most freelancers and small business owners fail to discover potential new customers and how forming a value proposition will help your business.

Preview 07:16

Market Positioning Primer
2 questions

A novel approach and walkthrough on how best to identify your strengths and how to overcome weaknesses in your skill set. Don't let your worries about skill set or reputation hold you back.

Understand that every freelancers and small business owner has something to offer the market and has the potential to create a successful marketing strategy.

A worksheet on how to identify your own strengths is available as part of the supplementary material with detailed examples.

Identifying Strengths

1 question

Making yourself more easy to discover and winning clients is all about being able to demonstrate that you can create value for people.

By understanding what problems we can solve for our customers and using our strengths to solve those problems, we can create value for our customers which thus forms our value proposition and our position in the market.

A worksheet has been provided as part of the supplementary material on how to define the problem you intend to solve for your intended audience with detailed examples.

Defining the Problem

The Problem
2 questions

Understand how to best form an actual value proposition and how to demonstrate the value you provide to your prospective client and how to make sure that the 'word' will spread.

A worksheet has been provided as part of the supplementary material that walks you through the important steps on how to create your actual value proposition. Detailed examples are also available.

Creating Value

A well-refined value proposition is invaluable in helping you with your marketing collateral. This video walks you through the various elements of marketing collateral and gives you insight on how your value proposition will help.

A Marketing Material Guide and a Worksheet is provided as part of the supplementary material that will help you to improve your own marketing collateral. Detailed examples have also been provided.

Preview 03:44

Where most freelancers get really stuck. How to design a website that best reflects what you do. It's mostly about content and copy. This particular lecture gives you practical advice on how to use the value proposition you formulated to create great content structure and put together good copy for your marketing material.

Practical Advice for your Website

Marketing Material
2 questions
Strategies for Winning Clients
5 Lectures 01:36:14

The Value Proposition Chain is fundamental to your ability to convert a prospect into a client.

Great marketing is not just about getting attention, but it's about finding or attractively seeking the right prospects and then being able to demonstrate the value to your potential client.

This is where most freelancers and small business owners fail, not realising that their value proposition and these sound principles have exactly what you need to create your own sales and marketing strategy and to guarantee yourself the increase in potential to win more business.

These principles have never been explained anywhere else before or in this way. This is the ultimate secret to creating the ultimate sales and marketing plan.

The concepts are very simple, but the net effects can be phenomenal when applied correctly.

The Value Proposition Chain

This lecture shows you how to use your own value proposition and the sound value principle chain concepts to create a simple but workable marketing plan that you can execute without the need of a sales or marketing agency.

Understand the different methods of marketing and determine which method is best for you.

Learn how to save yourself time, energy, effort and money by focusing on prospects that have a higher chance of converting.

Detailed examples and worksheets provided to help you start the formation of your first marketing plan.

Finding Potential Clients

Classic mistakes made by freelancers and small business owners when it comes to pull marketing.

This is a must-watch for all business owners that intend to use pull marketing principles.

Detailed worksheet and examples provided to guide you on creating your own unique pull marketing plan.

Why your pull marketing will fail

Finding or Attracting Prospects
1 question

How to use the value principle chain to convert potential customers into clients.

By now you should have a well-refined value proposition, a healthy understanding of the value principle chain and a preliminary marketing plan.

In this lecture you'll understand how to apply everything you've learned so far to create the ultimate marketing plan.

A comprehensive worksheet is provided as part of the supplementary material with comprehensive and detailed examples to give you everything you need to create your own winning marketing strategy.

Note: The Value Principle Chain is the general set of principles to be understood as to what it takes to convert clients, however the Value Proposition Chain is the application of those principles to your value proposition. The terms can be used interchangeably (somewhat) however.

Converting Prospects into Clients

Converting Prospects into Clients
1 question

How to use the Value Principle Chain to create the tipping point for your business. Learn exactly how people create successful freelance careers and small businesses that seem to just 'grow by themselves'.

In this video, you'll understand the science behind what it really takes to create 'word of mouth' for your business and how it leads to high-profile clients.

Note: The Value Principle Chain is the general set of principles to be understood as to what it takes to convert clients, however the Value Proposition Chain is the application of those principles to your value proposition. The terms can be used interchangeably (somewhat) however.

The Golden Ticket
Case Studies - The Golden Examples
2 Lectures 38:38

A real life case study of an actual business that used value chain principles to form their own organic value network.

Case Study A - The Computer Retail Outlet

The second in the Golden Examples Case Study series.

Please note: Although the Case Study is real, the identity information and actual freelancer description/titles have been changed for privacy purposes.

Case Study B - The Wellness Expert
Final Thoughts
2 Lectures 10:25

Some very quick thoughts and tips for your freelance or small business career in general. Little things to watch out for so that you don't inadvertently trip yourself up along the way.

General Notes

A final thank you for taking this course and information about how to contact me should you like me to help you by reviewing your value proposition, worksheets or website.


Final Quiz
3 questions
About the Instructor
4.9 Average rating
10 Reviews
194 Students
1 Course
Digital & Marketing Strategist

Khuram Malik is a Digital & Marketing Strategist.

He has been in business for over 12 years, and as part of a management team he helped grow a business from zero to approx $1.5m in revenue in the dot com era.

Since then Khuram launched his own IT support business in the UK with high-profile clients. After burn-out due to the long hours, Khuram decided to launch his own online products and marketed them successfully. This was before the advent of high quality tools for analytics, 'growth hacking' and SEO.

He also created his own MasterMind Coaching system that has been used by well-known Start-Up Founders .

These days Khuram is working with a co-founder on a mobile-app , is helping businesses and start-ups with Digital and Marketing Strategy through training courses and consulting, and writes about marketing strategy on his blog which has been cited in online journals.

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