The book club united for another in-depth chat in May, this time to discuss Anti-Sell: Marketing, Lead Generation and Networking Tips for Freelancers Who Hate Sales, by freelance SEO Consultant Steve Morgan.

As well as delivering SEO services to businesses, Steve organises an SEO meetup in Wales and runs the long-standing blog SEOno. He wrote the book after 6 years of freelancing when he realised that he was still uncomfortable with the sales side of running his business.

Anti-Sell is Steve’s first book, self-published in March 2019.

“I may not know every savvy, schmoozy sales trick in the book,” says Steve, “But I’m proof that you can sell yourself in a non-salesy way – and succeed.”

PS. Well worth listening to Steve’s episode of Being Freelance from 2019.

The Book Club reviews Anti-Sell, by Steve Morgan

Louise said: "The book was clear and really reassuring. It broke everything down into manageable steps. There were enough suggestions in there that if you didn't want to do one thing you could concentrate on something else. There wasn't much that was new to me but it's always good to have a reminder to put yourself out there and try different things."

Ellie agreed. "I've been freelancing for almost two years now and some of this was familiar to me. What I liked about it was that there are lots of different options. Because I've read so many things that say 'This is how you do it,’ and then you look at something else and it's 'No, this is how you do it.' And they're equally convincing (or equally convinced — not necessarily the same thing) so I liked that there were different options for different people.

The book weaves Steve’s own freelancing experience throughout but also has ‘Anti-Sell Stories’ where he gives examples of non-sales techniques that have worked for real-life freelancers - something we all enjoyed and appreciated reading.

Our favourite tips and takeaways

"From the perspective of someone who only started freelancing one year ago,” Jasmine said, “It definitely resonated with me and some of it was really well timed, like the part about asking for testimonials. I hadn't thought about the best way to approach my clients for testimonials, to make it easy for them, so that was really helpful."

“And the part where he talked about reaching out to past clients, I actually did that,” added Jasmine. “I went back and for any client that I only did one project with, I emailed them and I had two people message me back saying they could use my help. I was really surprised that it worked that well - that is something I will definitely try again."

“I think there is an element of confirmation bias going on here for me (i.e. reading stuff to back up what I already think) but I liked the bit about going into online communities and just being there to help rather than trying to sell,” added Ellie. “I get bombarded by people trying to sell me stuff directly, and I definitely have a better connection with people who are giving out advice for free in groups. Eventually, I might buy something from them."

Louise said: “Niching has worked really well for me and I think being known for one thing is really helpful. But I liked what he was saying about drawing on expertise from other things that you've done in your career that maybe don't seem like an obvious fit. Like what he said about the T-shaped expertise, where you go really deep on one thing but then you have surface-level expertise in related things."

Ellie added: "I liked the bit about going to events and networks that are related to what you do, on the edge of what you do, but where you'll be the only person doing what you do. Rather than going where there are similar people doing similar things."

You shouldn’t judge a book by its cover, but…

Steve Folland said: “I can't help but think that this would be the sort of book that would get recommended big time all around the world. Because in terms of freelancers and small businesses, the advice in it is solid. If only it had a ‘proper’ cover..."

“The cover is the thing that has put me off reading it before now. Especially being a designer who hoards books and buys them just because of the cover sometimes. The cover did put me off. It just didn't make me think the book would be good," said Helen.

Steve added: “It must have been on purpose though, right? He’s thinking this is the “Anti” book cover?”

“If he did, I don't think it's worked,” said Sharon. “But I thought it was a good length and I liked the big font. It sounds silly, but I think when you're busy, and you've got children and you're working, it's nice to be able to pick up something and finish it fairly quickly, instead of reading 3 pages and then feeling like you still have far to go.”

Would we recommend the book?

All of us said we would recommend this book, especially to newer freelancers.

"This book did what it said it was going to do,” said Steve. “We've read some books where the author either gets fixated on something and it feels like they're selling to us, or they kind of meander. Steve did what he said he was going to do with this book.”

Join us for the next one via the Facebook community

Thanks so much to these BFFs for turning up and sharing their thoughts on the book!

Helen Hill - Learning and Content Designer

Louise Shanahan - Health Copywriter

Liz Fisher - Xero Bookkeeper

Silvia Martin - SEO Consultant

Jasmine Fleming - Digital Content Marketer & Strategist

Ellie Highwood - Diversity and Inclusion Consultant and Coach

Jason Hui - Digital Marketing Strategist and Email Marketer

Sharon Davis - PR and Marketing

Previously in the book club

This is Marketing, by Seth Godin (highlights here)

The Freelance Introvert, by Tom Albrighton (highlights here)

The 20% Rule, by Catherine Gladwyn (highlights here)

Survival Skills for Freelancers, by Sarah Townsend (highlights here)

Hype Yourself, by Lucy Werner (highlights here)

Company of One, by Paul Jarvis (highlights here)

The 12-Week Year, by Brian P. Moran and Michael Lennington (highlights here).

(The links to books on this page are affiliate. If you click one and purchase within 24 hours, some pennies come in to help keep Being Freelance in biscuits. Thanks for the support!)

Summary by Sophie Livingston at Kickstart Content.