It’s All About Me!

One of the deepest gray areas for solopreneurs seems to be the creation of a marketing message that creates an impression and hits home for the consumer or prospect. It's exciting and tempting to tell your potential customers all about yourself: what an expert you are, what your background is, how your product or service is the best there is in a 100 mile radius and so on. And these are important observations, but let's face it — people want to know what's in it for them. They're asking themselves questions like, how will your service impact my life? How will your product solve my problem? "After all," the consumer in all of us says, "I'm the one spending the money so it's all about me!"

And rightfully so. Whether we're out to purchase a new website, a new filling for an aching tooth, or an e-book to fill us in on the latest facts about global warming, we want to make our purchase with full confidence that our money is well spent and our needs are met. If you use valuable space on your marketing material to tell your prospects how fabulous you are, they will leave your website or toss your brochure aside without feeling fulfilled, inspired to buy, or truly informed.

Take a look at your primary marketing materials. Do they tout your greatness or do they identify with your prospect's problems? Does your marketing message show a strong understanding of your prospect's needs and concerns? Does your content speak to them in a language they will understand, or does it seek to impress with the use of highly sophisticated jargon? The latter will most likely lead to a feeling of overwhelm and frustration for your website visitor and may even intimidate them, prompting them to move on in search of a more comfortable match.

Let's take a look at some examples. These are all quotes from websites found by a Google search of my geographic area.

If you were looking for a therapist to help you through a difficult time, would you opt for therapist A or B?

a. "We offer a variety of psychotherapy services and evaluation and management, based on your needs."
b. "Are you experiencing an emotional block, a difficult time in life, or feelings of sadness or overwhelm? We can help."

If you were looking for a someone to build a website would you choose company A or company B?

a. "A total solution website development and internet marketing firm and leaders in the industry. From basic websites to high caliber, image driven, custom e-commerce and database tools."
b. "Expand your income! With an ABC website design there is no limit to your success. We make it easy for your prospects to find you!"

How about a chiropractor to help your body deal with stress? A or B?

a. "We are experts in the removal of nerve interference caused by spinal misalignment."
b. "Is your life stressing you out right now? Chiropractic care and massage therapy will help you build a healthier, happier you. Learn more!"

Well, you get the picture. I think most of us would choose example B in all of the above. They all seem to understand that it's all about me, the consumer. Here are some basic tips to to use if you feel the need to revise your marketing content.

'¢ How many times do you count the words I or we in your marketing content? Try converting them to sentences that include the word you instead.
'¢ Use bullet points and questions, fewer words, and try to step into your customer's shoes when you write your content.
'¢ Pretend you know very little about your industry and write your content from a point of view that offers a solution to a problem or a need. Be as specific as possible.
'¢ Ask friends and colleagues who are not in your field of expertise if your new content speaks to them and entices them to want to learn more.
'¢ And of course, don't forget the very important call to action. Invite your prospects in with a free report, a complimentary consultation, or a video download.
'¢ Be user-friendly and let your prospect know that you understand their needs and that it really is all about them!

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An Inspirational Reminder

Who inspires you? Is there anyone you admire and whose actions touch you or motivate you to move forward, even in difficult times? This person may or may not know that they've touched your life in some way. They may be a famous leader in business, a politician, or spiritual figure. It may be a person who you model some of your values after; someone you emulate in ways that are significant to you.

It's a good time of the year to think about who those people are for you. A time to send thanks to these individuals, be they dead or alive, and recognize the ways that they have inspired you. I've been thinking about it since Thanksgiving, when my sister paid me a visit, so I'd like to articulate those thoughts.

Sure, I'm inspired by Henry Ford, Jack Welch, and many other amazing leaders of our time. But my sister Janine? Now she's a true inspiration. Janine's personality and spirit is a simple reminder of how we tend to needlessly complicate our lives with worry and fear. You see, Janine doesn't worry much, and there's not much that frightens her either. Janine has Down syndrome and life for her seems to be nearly perfect in every way. She keeps it simple and uncomplicated. And she enjoys every minute of it.

Years ago, when my husband passed away, Janine was the one who knew exactly what to say. Janine was the one who made me laugh amidst my tears. As my children were growing up, Janine was there to remind me of what a great job I was doing as a single mom. She would point out only their most wonderful qualities and loved my girls unconditionally. Janine has a memory like a steel trap and you can count on her to light up the room with tales of the past, long ago forgotten by most. She can bring tears to my eyes and make me laugh - all within seconds. Janine has the wonderful ability to walk into any room and instantly engage in conversation, even among strangers. On this most recent visit I consistently tried - and failed - to put Janine's leg brace on her, but it just wouldn't stay in place. Instead of expressing frustration, Janine consistently reminded me that I was doing my best and that I "did a good job" of trying. She walked the malls without her leg brace and never once uttered a word of complaint. Her words and actions reminded me that the guilt I was feeling was MY choice, certainly not placed there by any of Janine's expectations, but by my own. I was able to let it go and enjoy that precious time with my kid sister.

Janine shares an apartment with Diane, her roommate of 20 years. The two are inseparable and in spite of spending day in, day out together for years you will never hear Janine utter a single negative comment about her dear friend. They protect and watch out for one another in a way that is precious beyond words. They have a schedule and routine that would make a type-A organizational freak sigh in envy — and they stick to it! Janine will not miss a day of work or put off doing the laundry, but she always makes time for friends and fun.

In Janine's world, there are few problems. Imagine that. Going through life with what most of us would consider a handicap and enjoying life like many of us don't. Yes, Janine is a true inspiration and I would like to thank her from the bottom of my heart for being there for me — always.

Take a moment if you will, and share with us your story of inspiration. Sharing verbal recognition and thanks raises your energy and lifts your spirit. Give it a try! And thank you for listening to my story!

I'd like to end this post with a very appropriate quote:

Do you remember the things you were worrying about a year ago? Didn't you waste a lot of fruitless energy on account of most of them? Didn't most of them turn out all right after all?
-Dale Carnegie

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Do You Have a Stumbling Block Preventing Success?

This is a story of exploration and discovery. I hope that it inspires you to explore and discover whether or not anything is standing in the way of your dreams — a great way to enter into the new year!

Allow me introduce you to Annette. (Although I have permission to share this story, names have been changed to protect the successful!) Annette came into coaching as the owner of a very successful company, but with the knowing that both she and her company held so much more potential. She is a deeply spiritual woman, with greater than average intellect — and a PhD - yet felt lost and confused about what she was meant to achieve in her life and business. Annette's goal was to break the million-dollar mark after being stagnant at $350,000 (gross) for more than 7 years. With already high operating costs escalating, Annette was fearful that her company could not move forward.

Annette's company was most definitely a replicable model but she wasn't replicating! After spending time with her evaluating her company's infrastructure and her marketing goals, I asked a question that led to quite a revealing path. "Annette," I said, "you've got a great business model here, but why do you serve only one division of one large company?" I felt that Annette had all of her eggs in one basket, but figured there was a very good reason. The answer that Annette shared was that she really didn't give much thought to expanding to other divisions because it felt overwhelming to her and she wasn't sure how she could achieve it. Clearly, Annette's business was in need of a growth strategy that she could embrace. It was time to get to work!

As we worked on Annette's growth strategy the pieces began to fall into place — yet Annette wasn't taking the steps to implement them. "Hummm, I know what's going on here," I thought. Annette was afraid of something — we just needed to find out what and push through it! Annette didn't know that she was afraid of something yet, but I was confident that soon we'd figure it out and push toward that next milestone.

So, I simply asked (and you might ask yourself this same type of question — just for fun.) "Annette, what would happen if you expanded upon your business model and began serving 20 or more clients?" The exchange went something like this:

"Well, I'd be rich!" she replied.
"Rich is awesome!" I said. "What else?"

"I'd be able to hire other people to do all of this work." Annette replied eagerly.
"I like the sound of that," I said, "is there more?"

"Well, I guess I'd have to do something else with my time." (Now we're getting there.)
"What else would you do Annette?" I asked.

"Something that's very important to me, yet I don't do it. I wonder why?" Annette replied. (Now Annette was asking herself some questions, that's good.)
"What's that Annette?" I prompted.

"I would like to inspire other female business owners so they know that they can achieve their own dreams." Annette said in a passionate tone.

"Wow Annette! That's amazing. It's a wonderful dream, and it would have an incredible impact on so many entrepreneurs!"
Then I asked, "What would you have to do to reach all of these women?"

Now, we hit our big stumbling block, the massive wall on the other side of Annette's comfort zone. It was clear in Annette's tonality, when she replied, "I would have to speak to them, perhaps in a large audience or even on the phone."

Long pause and then she added, "I really don't have anything important enough to share. I don't know if they'd want to hear what I have to say." Said Annette in a quiet voice.

Me: "Annette, have you ever heard a successful female business owner speak at a conference or seminar? Have you ever left a room feeling inspired by the words of another female entrepreneur?

"Of course!" she said, "All of the time. But this would be different; it would just be me speaking."

Well, you know where we went from there. As we continued coaching Annette learned to embrace the value of all that she had to share and to get past her fear of public speaking. Today, about 2 years later, Annette has broken the 8-million dollar mark! She stays in touch and remains in a humble place; yet she's reaching out to countless female entrepreneurs in a way that only Annette could. She has achieved not one, but several of her life-long dreams — much to the benefit of others.

Do you feel a fear related to achieving higher levels of success? Simply ask yourself, "what if" and listen for a response that doesn't feel so good. Your discovery may open the path for you as it did for Annette.

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Employee or Entrepreneur?

You want to become a full time business owner. It's important enough to you that you're willing to leave the security of your full time job, benefits package, and your daily commute all behind. Let me guess: it's about freedom, right? It's about the freedom to do what you want, when you want, and to make all the money that you desire (and deserve). It's also about the freedom to work at the nearest coffee shop instead of a stuffy office and to take the kids to school and be there when they get home. And don't forget the freedom to help others in your own way and make a difference in the world. That's what it boils down to for most entrepreneurs, and yes, it can be like that — but be careful that you're not leaving one job to create another job with no benefits, lower pay, and more hours than you've ever worked in your life.

So, how can you build the business of your dreams and satisfy that all-important thirst for freedom? Timing, planning, and a realistic view of your financial resources; these are the most important pieces. So, if you think you're ready to leave your job, or want to know when the time is right, use this checklist as your guide.

1. Do your research and create a plan? How have you tested your prospective business model? How do you know that you have a viable product or service? Do some market research. Research your competitors; how long have they been around? What makes them successful? What will you do differently and better? What makes your business special? I know that YOU make it special, but not everyone knows you. How will you stand apart from the rest? Test your model with a panel of friends, peers, and total strangers. It's best to ask a third party to be responsible for this focus group testing so that people will provide honest feedback; your friends will most likely tell you what you want to hear. Research the cost and effectiveness of marketing and advertising venues as well. How will you market and grow your business? The "Build it and They Shall Come" belief-system is great if you're a true believer in Law of Attraction, but I like to say that the Law of Attraction is nothing without action. What is the big picture action plan?
2. Do a Breakeven Analysis: If you don't know how, go to your S.C.O.R.E. office and get help. It's critical to have this guideline to know how long your financial resources will last and what your targets are in terms of client base, sales and numbers.
3. Money, Money, Money: Have enough of it to fund your marketing plan, your business needs, and to live on for AT LEAST one year-but preferably three years. Even though we all like to believe that our business will be the exception, under-capitalized businesses almost always fail. Depending on the business model, you may not achieve your breakeven point for 2-3 years.
4. Are You an Entrepreneur or a Technician? Depending on your financial situation, it may be important to perform much of the nuts and bolts work yourself. But remember, you must know how to market your business AND implement your plans for growth. You can't do these things if you're behind the desk all day providing a service and updating your website. Get contractors in place even if money is tight — invest in your business. Hire someone to do the books and a virtual assistant to do administrative work. Your investment will come back to you ten-fold if you spend that time marketing, strategizing and growing as an entrepreneur and a business.
5. Build in a Budget for a Babysitter: If you have small children you may fantasize about being available to them 24/7 when you begin to work from home. Think about what's best for them, you, and your business. It's critical to have a steady schedule of uninterrupted time to grow and maintain your business. Sit down as a family and decide what's best for all of you. Will your kids will be happier playing with a babysitter or going to pre-school and spending QUALITY time with you after your working hours? Sure, schedule time to do the fun stuff and enjoy the flexibility of working from home, but give your business the attention it deserves as well.

There's more, much more to do to build a solid foundation for your new business, but the 5-points above are a good start. When you have these things in place, and a good business model is ready to go, you may be ready to say good-bye to the 8-5 commitment. Just remember, building your business may be more than an 8-5 commitment. If you do it right, you'll work fewer and fewer hours as time goes by and that's worth working toward. It's a wonderful experience and a dream come true. First it needs roots and a foundation and then you and it will flourish!

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Rate Your Follow Through on Ideas

I was chatting with a friend this weekend and she asked, "Hey, what ever happened to that great idea you had a couple of weeks ago?" My initial response was, "which one?" After all, I'm an entrepreneur and a coach; ideas show no shortage in my life. But follow through on ALL of them? Well, that's another story.

A few months ago I wrote a post about my "system" for implementing or filing ideas. Today, I thought we'd chat about the danger of holding on to all of your ideas and how that could negatively impact you and your business.

I'd like to point out that if you are in business for yourself, odds are your wheels are constantly spinning. And you most likely attract people who are much the same. It's probably not uncommon for you and your friends or peers to get lost in the excitement of a new venture. That's just who you are; that's the creative mind of an entrepreneur. However, no matter how excited you may feel in the moment, the majority of these ideas probably never come to fruition. How do you feel about that?

Here's a common scenario: Creative Mind A meets Creative Mind B. Together they come up with a great, money-making concept or an idea to launch their current businesses to new levels. It suits their values and skill sets beautifully and it just needs a little work. They promise to "make it happen" and well - it fizzles. The most disturbing piece is that it doesn't feel good to let these ideas slip through your fingers and it may feel like you're letting yourself, and possibly others, down. You might experience guilt, a sense of lowered self-worth, or an added pressure as your task list grows out of control. All of this excessive energy has a negative impact on your body, mind, relationships, and your business. So how can you continue to enjoy expressing your creative self and keep the negative fall-out at bay?

First remember that it's important to prioritize. Otherwise, none of your concepts will take shape. Make sure that the critical pieces of your current business model are in place before launching into another project. Be careful of the commitments you make, or solicit from others, when you're in one of your impromptu brainstorming sessions. Making commitments and not following through can cause us to feel bad about ourselves — or others.

After masterminding a "great idea" I like to take a "cooling off" period. Sure, these ideas may sound brilliant and simple in the moment, but within 24 hours or so I begin to recognize the challenges. Some are worth tackling, others simply aren't.

Watch your commitments. Prior to making a commitment toward the next steps you might take a look at your calendar and to-do list. Identify the next steps and schedule them into your calendar — don't over promise! You might even try something like, "I love this idea and I want to be fair to everyone involved. So, let's think about it and talk on Wednesday."

Communicate. If you realize that you don't have the time, energy, or finances to follow through on your next steps, or you need to postpone taking action, it's important to communicate to yourself and/or the other party (if there is one) that you are "filing" this concept for now. Feeling like you've let yourself and others down is a big emotional drain. This realistic approach may be disappointing for a while, but in the end it relieves you of the burden of guilt or embarrassment. If there is another party involved and they are not communicating with you try to let go of any resentment or ill feelings. These negative feelings are also a huge energy drain. You cannot control anyone else, only your reaction to them.

Most importantly, not all of your ideas need to go to the wayside. Take the time to evaluate and explore the real gems. If it's an idea worth pursuing, your wonderful, creative mind will find a way!

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