Solo business owners are notorious for getting overwhelmed on a regular basis.  It can feel like juggling eight eggs, knowing if you drop just one it will break and go sploosh. To avoid this mess, you become like a circus performer and run around from one thing to another keeping all the eggs in the air.

Instead of the eggs dropping and breaking, you begin to droop and feel like you are running out of energy. Mentally you begin to feel drained and start wondering why you started this business anyway.

What do you do when you have a whole list of stuff, all of it important and you feel pulled this way and that.  You’re not sure where to put your energy first.

When this happens to me I feel like crawling under the covers and hiding or my addictive brain thinks if I just eat more I’ll have more energy. Actually, it’s just the opposite.

Here are a few things that work for me. I would love to know what works for you.

1. Get everything out of your head. Write it all down. I use a big whiteboard. Even if I can’t do it all at once, I can still keep track of it this way and I don’t have to worry that I’ll forget.

2. Prioritize.  Since you actually can’t do it all at once you have to decide what is really more important.  For instance, I am developing programs, marketing my new book, getting my new website done, finishing my taxes, cleaning my office and connecting with my clients.
I always put my clients first and then next, is anything that has a hard deadline, like taxes. (ugh)

3. Go out for a short walk, bike ride or just sit in nature for 30 minutes and breath. Doing this always makes me feel more balanced, and from that place I can put the eggs down and stop juggling.

4. Get support.  Call your mentor or other support person and talk about it.  Maybe this is a girl thing, but talking always helps me. There is nothing in this world better than a good listener.

5. Give gratitude that you have a business that is so busy! Imagine each of those eggs being golden eggs, and so stop and really appreciate the value of each one and all you have accomplished, because they are each a part of your success.

I gave a presentation this week to 25 entrepreneurs and began by asking them this question, “How many of you know what your core marketing message is?”   I was a bit shocked to see not one hand go up. Two people raised their hands half-way, which meant they sort of knew but not confidently.

I assumed that most people would know, as many had been in business for years!

People giggled because they’d been caught with their pants down (so to speak).  In fact, Most of them were quite busy doing marketing activities, and likely not getting the results that equaled the time they were spending. Does that sound familiar?

Once you know your core marketing message, not only will your marketing activities become more productive  but you may also discover new strategies that will be even more effective than what you are doing now.

What is a core marketing message? It is a clearly focused statement that specifically states what your business is about.  It is not a mission statement. As a mission statement is usually much more general.

This is very specific and it is the message you use over and over to communicate to your potential customers.  Most new business owners are afraid to do this because they are worried that “other” people won’t hire them if they get too specific. Anyone who understands how marketing works, will know that  it is actually the opposite. A strong message clearly answers these following questions.

1. Who are you selling to? It needs to be very specific and narrowed down.
example: An athlete with a painful injury.

2. What is their  emotionally compelling problem?
example:  Chronic pain, feeling hopeless and frustrated.

3. What is their need?
example: To feel better, pain-free, to be able to move again.

4.What is your expertise?
example: Providing body work to help injured athletes heal and reduce pain.

5. What are the benefits your customers will receive?
example” Pain relief, support, movement, hope

If you can accurately answer these questions you are on the road to defining your core marketing message. If you have trouble defining this, get help!

After starting numerous small businesses over the years I have discovered that it is easy to start a business. It is much harder to sustain it over the long haul.

Wow- I began all my businesses based on my passion and purpose and I had no idea what it took to run them.

Like most of you, I wanted to succeed but I didn’t know “how” to do it at first.

Many small businesses begin from their product or service. This is particularly true for people who offer a service that requires skill and expertise such as web developers, writers, coaches, health and wellness businesses, organizers and virtually anyone who offers some kind of support services for people. People study, get certified and then decide to begin a business.

I struggled early on so  I  dug in and learned the tricks and tools for making my passion into a real business. Here are 5 essential tips to help you move toward sustainability in your business.

Here are 5 essential tips to help any small micro-business owner overcome the obstacles to sustainability.

1. Your product and service is only a very small part of your business. It is important to focus on the other parts as well which include organizational systems, money management and leadership.

2. Know your core marketing message. Too many solo-business owners try to market to “everyone,” instead of focusing in on a niche.

3. It is important to make a business plan that allows you to see the steps to growing your business over the next 10 years. Most solo-business owners begin under financial stress and focus entirely on immediate cash flow instead of planning for steady growth.

4. Find a mentor to help you overcome any self-doubt that will hold you back. Most solo-business owners are too cautious and make decisions from fear rather than empowerment. Regardless of your age or what you are selling, developing a positive attitude and focus is essential.

5. Be willing to do whatever it takes, even if this means doing some things you don’t enjoy. Every business has elements that are not as fun, but in the long run will be gratifying.

Enjoy the freedom that comes from knowing you have overcome all odds and made your small business a big success.