<aside> 💡 This scorecard is a companion to the DYF’s “All Freelancer Marketing Strategies, Ranked” Master Database, where you can see how Zach ranks various marketing strategies with these same criteria.

The database also has different weighted scores and “viability metrics” depending on your goals and business stage. (Since different things matter for different experience levels and business stages)

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📖 Instructions

Use the scorecard below to evaluate your current marketing strategy and/or other marketing strategies you’re considering.

There are also weighting options for different business stages and goals at the bottom.

Control & Predictability

How controllable and predictable are the outcomes of the strategy? How reliably can you “pull an input lever” to get a specific “output?” This includes the ability to adjust and measure performance to avoid inconsistent results.

[ ] 10 - Very High — Highly controllable and predictable results
[ ] 7 - High — Good control and predictability
[ ] 5 - Moderate — Some control and predictability
[ ] 3 - Low — Low control and predictability
[ ] 1 - Very Low — Very little control and predictability

Client Quality & Premium Pricing

The quality of clients attracted by the strategy and its support for premium, value-based pricing, vs. commodity pricing. (Assuming you execute the strategy well) It also considers how effectively the strategy allows you to target good-fit Ideal Client Profile (ICP) clients willing to pay more.

[ ] 10 - Very High — You can specifically target high-quality high-paying clients.
[ ] 7 - High — You can target high-quality high-paying clients but you’ll also get in “get in front of” a LOT of low-quality ones too.
[ ] 5 - Moderate — You have some ability to choose who you “get in front of,” but not much.
[ ] 3 - Low — You have no ability to choose who you “get in front of” and can only increase quality through intake survey filtering etc.
[ ] 1 - Very Low — Commoditized work. Your pricing will be compared to the market rate for your technical skillset.