As I wrote in my last post, I recently decided to have my webinars transcribed and edited. The transcription part was easy, but then I needed someone who could take my verbal ramblings and make them readable.
I chose oDesk.com for my little project and quickly received 27 proposals before cutting off the applications. After reading everybody's resumé, I narrowed the list down to ten. I then read their proposals and chose the "winner."
Last week I shared those ten proposals with you, my BFFs, asking who you would have chosen and why. From your responses, #6 and #9 were clearly your top choices. The only other ones even mentioned in your Comments were #2, #3, and #8 and they were far behind.
As I explained, I first kicked out 17 of the applications based on their resumés — not that they couldn't have done the job, but the ten left were clearly more qualified. Like all of you, I kicked out #1, #4, #5, #7, and #10 for multiple reasons, not the least of which were the bad writings of their own.
Why did I reject #2, when that person clearly "…asked good questions in order to establish assignment guidelines, and who set his/her own rule that two-way communication will be required…" as David pointed out? I actually rejected him for those exact reasons! I stated that "My job was going to be pretty simple. All I wanted was for the editor to take my rambling conversational style and make it readable." I didn't want to put any more time into this myself. It was a simple project. If I was looking to edit a new book, that would be different. But not in this case.
I rejected #8 because she didn't really try. Her "proposal" was long because she simply copied-and-pasted her resumé into it.
But the biggest reason why I rejected #1, #3, #4, #5, #7, #8, and #10 was because all they wrote about was THEMSELVES. They didn't put on my hat and write from my perspective. If all I wanted was for them to take my transcript and make it readable, then the single best way for them to show me how they could do that was by providing me with a SAMPLE.
#6 and #9 both SHOWED what they could do for me. #6 provided a one paragraph example, #9 sent a full page.
Why did I choose #9? Two reasons. First, she gave me more than a taste. I could see #6 did a nice job with a paragraph, but #9's full page gave me a better picture of how the entire document would flow. In addition, she said something very smart: "I am sure you will look into every applicant's profile, so I will forgo mentioning my credentials and just let my contractor profile speak for itself." She didn't talk about herself and she gave me credit for being smart enough to read everybody's profiles. (Great marketing lesson here folks! What if I HADN'T read the profiles? Her proposal now MADE me do that. And she was right! She was by far the most qualified.)
As I said, Liza (#9) did a great job on the editing for only $33.33! Was I taking advantage of her for so cheap? (One respondent said he wouldn't hire someone for less than $50/hr to write his copy.) Well, Liza lives in the Phillippines where the annual per capita income is around $2000, so this is pretty good money. I also sent her a 50% bonus and will hire her again.
And don't worry about #6. I was still impressed with him and have given him two other jobs since. He's happy.
So what's the big lesson here? I think it's pretty obvious, but I'm going to put it in the form of a Challenge. Go find a recent proposal you sent…an advertisement…a direct mail piece…a letter…any type of marketing/communication piece. Now compare it to the proposals I received.
Thanks Steve, that was an interesting exercise. Also interesting to see your decision process. I only had time for a quick review and #6 stood out immediately. Had I had more time to review, I might have picked up on your choice. Your challenge is also a good one to keep in mind for all marketing we do.
The Philippines? No one in the good ol’ USA?
Very interesting excercise!
Are you kidding, aburles? After reading both posts and, of course, getting the lesson we can all learn, THAT was what you thought of? That I didn’t choose someone from the “good ol’ USA,” as you say?
Let’s put this argument to bed. Business is competition. Period. I selected the most qualified candidate based on my qualifications and the responses received. I have no intention of limiting this to someone in just the USA, if I can find a better candidate elsewhere.
Money was not the issue, as pretty much every proposal (including three of the final ten from the US) was within a couple bucks per hour of the others. It was just about the qualifications and proposals. If the best had been from the US, I would have chosen that person.
To all their credit, nobody used the “I’m from the USA” card as a reason to hire them. And nobody should. Give me a COMPELLING reason why you are the BEST choice over every other choice available and I’ll pick you every time.
And that’s a good lesson for us all to learn, too.
Hey Steve,
You always have good stuff but this was flat out awesome!
Reading the proposals put me in the buyers seat instead of my typical role as seller. It was clear who could deliver. More importantly, you can see if they are thinking about what you need or what they need.
I learned a ton here – this is worth $$.
This idea as a concept is easy to understand and easier to ignore when we get into writing a proposal. Being the “buyer” helped me really get it and see how to make my offerings speak to their needs.
Looking back I remember times when we should have won the business but did not. We were bragging on ourselves instead of explaining what was in it for them.
Steve, I love the way you cut through the static and deliver what really works.
In my book you’re a Rock Star!
Thank you,
Don Akers
Steve,
Great Idea. It definitely puts the hat on the right head. I equated this to listening to a job interview. In the past I have found most people doing the interviewing want to talk about themselves. This challenge shows how important it is to listen (read). Most people feel they must justify themselves which is the wrong position to take. Whether it is to sell or interview you must be prepared to listen and ask questions based upon the content of the discussion.
Wow, thanks, Don! Nobody’s ever called me a Rock Star before, (except when they thought I might be the Space Cowboy). I’m truly humbled by the kudos, which has ended my 2012 on a very cool high note. Hope I can live up to my new billing!