Couverture de How to Build Authority as a Freelancer (and Stop Competing on Price)

How to Build Authority as a Freelancer (and Stop Competing on Price)

How to Build Authority as a Freelancer (and Stop Competing on Price)

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 Most freelancers spend years getting really good at their craft — then spend the rest of their careers racing to the bottom on price. Jason Willis-Lee has spent 26 years proving there is a better way. A medical translator based in Madrid who trained as a doctor, pivoted to life sciences, and eventually built a consultancy teaching business skills to other language professionals, Jason is living proof that deep expertise combined with smart positioning beats generic visibility every time.Jason recently joined the Special Marketing Live Show to talk about authority, direct client acquisition, and how to survive — even thrive — in the age of AI. What came out of that conversation wasn’t a list of tactics. It was a coherent philosophy: know your edge, build a framework around it, and create assets that pull the right clients directly to you.Here’s the substance of that conversation, broken down into the ideas that matter most.The BRIDGE Framework: A System for Building AuthorityJason’s approach to authority isn’t vague. He’s codified it into an acronym he calls the BRIDGE — a framework he teaches, talks about across all his content, and builds his entire consultancy positioning around.B is for personal Branding. Your life, your story, your unusual combination of experiences — these are what differentiate you from anyone else on the market. Jason’s background as a medical student who became a translator who now coaches freelancers is unusual, and that unusualness is the point. If you try to sand those edges down to appeal to everyone, you disappear.R is for P2P Relationships — person to person. In Jason’s words, staying human is the most important message he has. LinkedIn, podcasts, direct outreach: all of it should feel like a real conversation between two people, not a broadcast.I is for Impact Content. You need to be publishing material that creates a response — not content for the sake of a posting schedule, but content that genuinely teaches, challenges, or provokes. This is the kind of content that builds an audience that actually wants to hear from you.D is for Data. You have to track what’s working and stop doing what isn’t. Build the habit of looking at numbers and leaning into signals from your audience.G is for Growth through expertise. Every single person reading this has a specialisation that, if articulated well, makes them the obvious choice for a specific type of client. The BRIDGE is built on exploiting that specialisation rather than hiding it.E is for AI Efficiency. Not AI as a replacement, but AI as leverage. Jason estimates he earns more per hour since integrating AI into his workflow than he did before. The work gets done faster. The quality, when you prompt well, stays high.The power of naming a framework like this is that it becomes a shorthand for everything you stand for. People remember names and structures. They don’t remember vague promises.Authority vs. Going Viral: Why the Right Choice Is Counter-IntuitiveThere is a constant temptation — especially on social platforms — to optimise for reach. Going viral feels like validation. A post with thousands of likes feels better than one with twelve, even if those twelve are the exact people who would hire you.Jason is direct on this: authority is the secret sauce. But building authority means making content that’s specifically for your niche audience, not for the algorithm. It means being willing to lose the casual scroller to keep the attention of the right professional.The image he uses is of a castle with a moat. If you build your personal brand correctly — if you lean into what makes you genuinely different and build a body of work around it — you become a category of one. Your competitors are outside the moat. Inside, you have no competition. The clients who want exactly what you offer will seek you out.Businesses that stall around the 2 million revenue mark, Jason notes, often break through not by changing their service but by building authority assets: a book, a signature framework, a piece of intellectual property that shifts how the market perceives them. That shift is available to any freelancer at any stage of their business.The Three-Part Client Acquisition System: Authority, Magnets, and Social ProofAuthority alone does not close clients. Jason breaks the acquisition process down into three components that need to work together.The first is authority — everything covered above. The second is magnets. You need something that attracts people towards you and gives them a reason to enter your world. This could be a PDF download, a video recording of a conference talk, a free chapter from a book. The key point: it should not be thrown together in twenty minutes. A well-crafted lead magnet builds an audience. A poor one damages your positioning.Jason’s own magnet is the first chapter of his book How to Find More Direct Clients — specifically the chapter on niching down, which he...
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