Today I am going to share something so simple and obvious but often overlooked.

If you are someone who is motivated by your passion for helping people or your creative ideas, this is what makes you tick and keeps you connected to your purpose.  However, much of running a business is not about that. For the first 5-7 years it takes about 4 hours a day of marketing to really keep your business energized and afloat.  That’s a lot of hours and a lot of focus.

It is easy to get out of focus and off track if you are not mindful. One of the biggest leaks in marketing is caused by this lack of mindfulness in two areas:  Organization and follow-through.

Organizational systems are essential. Here is an example of a huge organizational leak that took me hours of valuable time to fix.  I decided to send an email out to all of my old clients and seminar participants about a new program.  I  only wanted it to go to this special group and not my whole list.

The problem was that they were not all on their own list somewhere.  I didn’t think of this years ago, so they were scattered all over the place on different lists. It was an organizational nightmare and could have been avoided if I had thought ahead, had spent the time to set things up correctly and created a system for keeping this information. The good news is it is never too late. I am starting that list now for all the new people!

In order to put forth your marketing plan, these systems need to be in place. If they are not, like mine weren’t it will not only be frustrating but will slow down your momentum.

Follow-through is the other big one. Let’s say you put out a notice for a new program. A couple people respond that they can’t do it this time but sy, “Let me know next time.”  Do you actually keep those people’s names somewhere? If you do keep them, do you follow-through with those people? Do you call them?  So much business is lost because of poor follow-through.

Another example: You write up a marketing plan with steps to take. It involves writing articles, setting up  programs, making changes on your website, etc. And then you only do part of it! Why?  You get side-tracked with other stuff, you don’t know how to do it or you don’t feel like it. All those reasons are leaks in your business and will keep your marketing from working effectively.

In order to grow your business so you can actually help the people you want to help and do the creative part, you have to find your leaks and fill them!   Do you know what your leaks are? I suggest you begin by making a list of every possible leak and what you need to do to fill the whole so you don’t lose energy and productivity.

•

How is marketing different for a solo service based business?  The main thing that makes it different is you.  You tend to be front and center in your business as you are selling yourself. This is where it becomes a challenge. You just need to get out of your own way!

If you were selling washing machines it would be very straight forward. You would talk about the features and benefits, the price and the specials. People come in your store and they compare and decide. The only part about you, is your customer service.

If you take the time to talk with them, answer questions and smile, they will feel like buying from you. Otherwise it has nothing to do with you.  You didn’t make the washing machine so you are not attached, except in wanting to make sales.

But if you are a coach or web designer, it is all about you because you are selling yourself.  People can’t see a product sitting in front of them. They can only trust that you will provide the help they want and that they will receive the benefits.  This is where marketing comes in.

Your potential client is focused 100% on what they want and why. They want solutions to their problem and want to be convinced that if they hire you, you will provide those benefits.

The only way to do that in your marketing it to focus on:

•  Who they are.
•  What they want.
•  Why they want it.
•  How you can help them to get that.

It is super simple, but so many solo business owners want to talk about themselves and explain how they work. It is because of their own self-doubt usually. They may not really understand their clients.

However, people  will connect with you much more when you give empathy to them and show you understand their situation and what they want. This allows you to exude confidence as well, and that goes a long way.

It is simple. The trick is to get out of your own way! Can you relate?

•

As a small business owner you know very well that it’s all about cash flow.  Certainly you want to feel fulfilled, follow your passion and help people, but at the end of the day, if you aren’t making money, it’s not fun.  Money stress is horrible and no one enjoys it.

Yet, if money is an issue for you and you struggle to have enough paying clients, it could be you have some limiting beliefs around giving and receiving that are not supporting your success.

The formula itself is straight forward.  You give high value to your clients and you then receive financially in return. In its pure form, it is a perfect balance and a beautiful dance. You give value, you receive value.

The problems arise when you add your own issues to the mix.

Here are some of the common beliefs that throw the dance out of balance and cause you to land splat on your face.

•  Maybe my services are not that good.
•  People won’t value what I am offering.
•  It isn’t right to charge money for this.
•  I am uncomfortable asking for too high of a price.
•  I feel poor and not comfortable selling to rich people.
•  All my clients are struggling so I need to give them a break.
•  People can’t afford to pay for my services.

The list goes on but you get the idea. When you feel any of these ways, how can you give real value to anyone and how can you receive?

You are putting all your focus on your fear and and not on your client.
You don’t feel worthy or expect to get paid a large amount.
You likely undercharge.
You keep wanting to lower your price so you feel ok.

If people even allude to not being able to afford it, you immediately lower the price or offer it for free.

From this place, people end up giving their services for free. They would rather be doing it for free than not at all, but then end up not having enough money to pay the rent. I call that, giving too much and for the wrong reasons. It just keeps you stuck in your disabled dance and limiting beliefs.

One of my clients, a  massage therapist, felt like a failure because she had so few paying clients. She kept offering free massages to people, hoping they would come back and pay the next time. This process was doomed for failure. It ended up making her feel even worse.

However, there is a way to give, that is an essential part of a balanced dance. It is about planning your marketing strategy and giving a taste of your service. Next you have a clear process for closing sales.

A taste is different than the whole enchilada. At the supermarket they give wee little pieces of a cookie. It tastes great and if you want more so you end up buying the whole cookie, plus one for your hubby.

A massage therapist might offer 10 minute neck rubs in a busy office and then convert those people for a 60 minute paid massage. It requires a well thought out strategy of how to do this. Your freebie needs to be a part of your marketing plan.

As a rule of thumb, never offer a free taste of your service unless you have a paid version ready to go that is connected to it. The freebie needs to be a prelude to selling  your product, whether it’s a massage, a website design or coaching.  It works for any kind of business.

1. Begin from a solid vision for your business.
2.  Overcome your self-doubt.
3.  Create a good marketing plan and strategy.
4.  Follow through on your plan.
5.  Give free samples of your service in bite size pieces.
6.  Have a clear sales process.
7.  Give the value you promised.
8.  Expect to be paid well in return.

When you learn these eight steps, your business will transform and you will never again give without receiving. Perfect balance. Contact me for a free strategy call.

There’s GIVING and there’s giving. GIVING is an essential piece of marketing your service. Without giving you will never, ever get your business off the ground and to its full potential. Instead of a huge flow of clients, you will have only a trickle.

I promise you this is true!  However, and a big however,  many solo business owners who help people with their service, give the kitchen sink. What this means is they give with no strategy. They give for these reasons:

Afraid to ask for money.
Feel unworthy.
Would rather do it for free that not do it.
Don’t understand marketing.

First you have to know what your business is about, then you need to know who your niche is, You then plan a marketing strategy around how to  develop relationships with those people based on what they want and your special ways to help them.

You plan your programs and offerings around their wants. How do you get these people interested in what you are offering them? You empathize!

You give a taste! Actually you give many, many tastes. Each taste needs to give value and help to the people who want it.  They feel your empathy and that you get what they want and how to help them.  If they like the taste they will automatically want more and ask you how they can get it. That is the way to move people from your freebies to being paid clients.

Example:  If you are a massage therapist you might offer 10 minute free massages at a  busy office during lunchtime. During that 10  minutes you develop a relationship, get the person’s name and email address, and give them a sample of how you can help their aching shoulders.  If they like it they will ask you where you work, how much you charge etc.  You can make an appointment with them right then. You can send them an email later and say thank you and offer them a free handout they can download on your website.  This gets them to your site where they will connect with you again.

This is how the GIVING strategy works in the context of a marketing plan. If you are not following these steps, then you may be giving for the reasons listed above and it will keep you stuck.   Chapter 4 in my book, “Clear Your Focus Grow Your Business”,  outlines this more in detail. To gets a taste of my book, you can download Chapter 3 for free. It is all about overcoming obstacles.

Once you face your inner obstacles, fears, self-doubts and more, you are half way there!

•

My newest Awaken Your Money Stream seminar just began with a group of inspiring entrepreneurs who want to nail down their niche and figure out what they need to do to make  more money and develop a business that works.

All of them have a passion for helping people through their service.  Their passion is easy to feel and appreciate and if they could wave a magic wand to make the money stream in, they each know exactly what they want to do.

Needing the cash flow throws a wrench in the works. If this was a hobby there would be no issue, but having a lucrative business is not only important, it is essential.

If you can relate to this and love helping people via your service, you might see this as a catch 22. It is in a way, because in order to have a thriving business you have to temporarily turn your focus away from your service you are so attached to doing. Your focus needs to be on your clients and who they are and what they need. This is not about  you. It is all about them.

However, once you really understand your clients and know what is making them tick, you will have solved a big part of the process.

As long as you focus on your passion first, you are not thinking about who really needs your help and why. The why is the key and this is the emotionally compelling marketing piece.

Example:
I recently had knee replacement surgery. For many years,  orthopedic experts told me I needed this and encouraged it. These experts had a passion for knee replacements. However, I could still walk and I wasn’t interested in having major surgery and all the recovery and pain involved. Jumping ahead a few years, walking became harder and harder. My mobility began to disappear and I had to give up things I loved to do; dancing, hiking, etc. I was still not interested in their passion of knee replacement, however I was interested in reclaiming my mobility and getting my lifestyle back.

Can you see the marketing message here?  A poor message would be, ” If you have osteoarthritis, we provide you with a total knee replacement with our team of experts. We provide the best service and excellent support.”  Blah.

A better message would be, ” If your knees hurt so much you can no longer walk, we help you to get your life back and have many years of dancing, hiking and be pain free. Come see us for a free consultation.”

The first sentence is all about them and what they offer. The second is all about me and the benefits I want. Those benefits are what  prompted me to do it. I didn’t want their service. I wanted the benefits the service would give to me.

In order to build a lucrative service based business, you need to focus on your clients, the benefits they want and the emotionally compelling reasons they want it. If people want the benefits enough they will be willing to pay for help in that regard.

I decided to to do my knee surgery. It wasn’t fun and I could care less about  the passion of my surgeon. I only cared about being mobile again and how it would affect my life. Of course, I did pick an expert and someone I felt confident about but this is a topic for another article.

Yes, you can follow your passion and make money, but you need to develop a sound  marketing and business strategy and be willing to do whatever it takes. That might mean, putting your passion for your service on the shelf temporarily, and instead develop a passion around developing a thriving business. In the long run it will be worth it and you will have many more people to help.

•