mindset – Page 8 – Michele Christensen

Don’t forget the customer in your marketing

Always focus your marketing on the customer

I’m not sure if it’s a common practice everywhere, but where I live we often get flyers placed in the door by real estate agents. I’d never let a flyer like that influence my decision to hire an agent, but even so there are good and bad examples of these marketing tools. Yesterday, I got a very plain, no-frills flyer advertising an agent who specializes in my area. What was noteworthy about it is that he ignored the fundamental rule of marketing: “What’s in it for me?” or “WIIFM” for short. WIIFM means that any time you present information or ask someone to do something (click a link, like something, buy something, etc) you focus not on yourself but what’s in if for the potential customer. Even people who like you and your solopreneur business are more interested in what your products and services can do for them than they are that those products came from you.

Here’s an example of ignoring WIIFM: “Come like my Facebook page where I update several times a day with all of my daily activities.”

There’s nothing here to entice me. Why would I care? The only time this works is for celebrities who have fans that do want to know what they are doing all day.

Here’s an example of showing your reader WIIFM: “Come like my Facebook page and you’ll get priority notice and special prices on all new releases.”

Now here’s an enticing call to action! With one little click, I get something of value to me.

The real estate flyer was like the first example. I found a plain text flyer with this on it: “See what my clients have to say about me and check out my website” and “I just launched my new site this week. Check it out at {link}.” My first thought was “Why?” Why would I want to check out his site? I don’t know him so there’s no personal interest. He hasn’t given me any incentive or told me WIIFM if I go there. While I don’t believe it was meant to be egotistical, it did sort of come across that way.

I did check out his website in order to write this article and it actually had some great information on it like a search function, trend information and links to service providers he recommends. It was a useful site, but had I not been doing research for this article I would never have gone there. What he could have put on the flyer was something like “Curious about home sales in your neighborhood? Come to my website and use the custom search function to find the exact information you want.” He could have also called attention to the other benefits his site offers, and then I’d have a reason to visit.

Take a fresh look at your marketing material from the perspective of your customers. Make sure you’ve explained the benefit to your potential customers of every action you want them to take,

5 tips to help you guard your time

Time is a solopreneur's most valuable asset

I was talking to some acquaintances this past weekend and we got on the subject of how we value time. I realized that my value of my time was much higher in dollar terms than the other people present and that a big part of that difference was due to being a solopreneur. The conversation revolved around various trade-offs we could make where we spend time to gain money (e.g. fixing up something you want to get rid of in order to sell it rather than just donate it) or spend money to gain time (e.g. driving instead of taking public transportation).

As a solopreneur, your personal and professional life are more closely linked than they are for a lot of other professionals. Work and home life can easily bleed into each other to a detrimental degree. Your decisions about time and money are interrelated.

My litmus test for any time and money question is to weigh it against how that time would pay off if invested in my business. If I save $5 by taking public transportation, but spend an extra 2 hours doing it then that’s not worth my time (environmental impacts aside). I can make way more than $5 by investing 2 hours in my business even if I’m doing long-term activities.

As a solopreneur, activities that cost time have to be done very conscientiously. Your time budget is at least as important as your money budget. You make money by spending your time correctly. Your time, even though you’re not punching a clock, is not free. There is an opportunity cost to every minute you spend both in financial terms and in terms of other activities you give up to do that activity. Guard your time like the most valuable asset it is.

Here are some tips to help you guard your time:

End your appointments at the stated time. It’s your job to watch the clock, so make sure you start closing up the conversation early enough so that you can finish on time.
Set limits on tasks that tend to expand – for example, give yourself 20 minutes to clear your inbox. Even if you don’t make your deadline, you’ll have an idea of how long this job takes.
Use a timesheet. I do this myself, and it really helps me stay on top of how long I spend doing things.
Create checklists and procedures for tasks you repeat. Don’t reinvent the wheel.
Don’t do anything free just because it’s free in dollar terms. Make sure the activity is worth the time it takes.

Above all, placing a high value on your time should be a guiding principle in your business activities.

Be up front with your opinions

I’ve been writing and posting web content for business in various forms for several years. When I first started, I was shy about causing controversy. I didn’t want to offend

anyone or go on record saying something that someone found offensive. I was striving to be accurate and useful but not necessarily bold in my work. Over the few years I’ve been writing for business, I’ve gotten just a little bolder and in the last few months I’ve really begun to write about what I believe, what I value, what I’ve learned and what I think. It has been a bit unnerving to be so up front when you know that lots of people could read it and that your writing could exist forever. My own business has undergone some big changes in the last year and some things were just bubbling up and needed to be said.

The surprising result is how much more successful my writing is! I’m getting more Tweets, comments and emails from people reacting to things I’ve written. My community is growing. Believe me, nobody expected this less than me. It felt a little self-centered to be honest, spouting off about what I think and feel. I kept thinking that I should be sharing what the big name gurus say, not what I say. Results don’t lie though, and I’ve changed my thinking to reflect that this is how I can provide value. Here are some ideas you can use to be more up front in your business writing:

Pay attention to what people ask you. Even if just one person asks a question, chances are more people have the same question.
If something happens that you feel strongly about, see if you can use the experience to generalize a larger point.
Conversely, if you are writing about a general rule try to use some specific points to illustrate it. Including your own experiences can be great!
Don’t be afraid to show your mistakes. Successful business owners do make mistakes, they just react to them differently than unsuccessful business owners. Be sure not to undermine your authority when sharing your mistakes.
If something disturbing happens, by all means you can use it in your business writing but take some time to react to it privately first. Don’t use your business writing to process your feelings.
Sharing yourself is great, but {opinion here!} I don’t appreciate hearing the gory details of someone’s personal issues when I’m part of their community to read their professional work. Everyone goes through things, and sometimes you can illustrate coping skills and fortitude by sharing some of your personal life in your business writing but keep it in check.

If you have great things to share, try being a little more bold with your opinions. You can be strong in your beliefs without making others wrong for disagreeing.

A solopreneur’s monster under the bed – the “c” word

Valuing your gifts is a must for a successful business — Do you value what you do in your solopreneur business?

I had several conversations this week with solopreneurs about confidence. It’s one of the biggest things standing in our way to building the business of our dreams. What’s amazing is that even though we may know in our heads that we do great work, that doesn’t stop us from feeling inadequate. With newer business owners, the sentiment is often something like “Who am I to have a business doing X? Who would pay me to do that?” It’s like we don’t see how valuable what we know and can do is to others. With more seasoned business owners, it may take a different guise such as second guessing ourselves after working with clients or charging too little. Sometime seasoned business owners lack confidence to expand into a new venture or to expand.

The fix for this comes from two places: outside yourself and inside yourself. One of the best ways to boost your confidence is to get feedback from other people such as customers, friends and family you have helped whether under your business or not, peers, colleagues in other industries and mentors. Sometimes when I’m giving feedback to a client, they’ll be overwhelmed with the “kindness” of my words but the reality is I don’t sugarcoat the facts nor do I butter people up. I only tell people how I see them and how others see them. Hearing someone describe your greatness may help you to feel more confident in what you offer.

Getting help from outsiders is great, but what about relying on yourself? You can keep a file of things that boost your confidence such as testimonials and feedback. Bookmark any mentions on the web or particularly popular posts you’ve done. Sit down and write a list of 10 things you’ve done that helped others. 10 may be hard, but keep at it. Going through this exercise will force you to focus on how you’ve helped others for long enough to do it. Build a habit to look for and acknowledge the talents of others – it will help you to see your own.

Sometimes it’s hard to see how great our own gifts are. Do you ever look in awe at someone using their natural talents? That’s how people perceive you and your natural talents when you use them to help others. If we were all great athletes, there would be nobody to build the stadiums. If we were all artists, there would be no historians to teach us about the art. The world needs you using your gifts to help others and you deserve to make nice living doing it. If confidence is standing in your way, find a way to break through and get your business going!

A solopreneur’s take on what tasks to do

When you’re an employee, you often don’t have a choice about what tasks you work on. Somebody else creates the big picture direction for the company and your job is to carry out the specific tasks needed to bring that vision to life. It’s a great role in some ways – you’re spared some degree of angst in deciding what to do. You’re not responsible for making sure payroll is covered. You may not be responsible in emergencies or for mundane tasks like insurance, licenses and taxes. But being an employee doesn’t allow you to shape the destiny of the company, and you may not be able to innovate as much as you want. That’s one reason why a lot of people are drawn to the solopreneur lifestyle – the freedom to sink or soar on your own merits.

I think many solopreneurs go through a bit of a let down when they see how many tasks they have to do that they don’t particularly like and this may be true even if you have outsourced help. It’s not that they are doing anything wrong, it’s more of a problem of expectations. Many of us go into our business with huge enthusiasm and a fire to help others, but without thinking about the less glamorous tasks like doing the books, filling out paperwork and finding new clients. What makes things even worse is that a lot of these tasks aren’t optional!

The good news is that once you take care of the mandatory tasks required to stay in business you have some choices about what tasks you do. Unlike an employee, you have lots of discretion as a solopreneur in what you work on. You can even, gasp, make decisions that are bad for business but good for your spirit. The important thing is that you do this with your eyes open. For example, I have not yet really begun to use video in my business very much even though I know I know lots of people like getting information that way (and I will add video at some point). The reason is that video is one of my least favorite ways to receive business information. I’d much rather read, which I can do quickly, or listen which I can do anywhere. Even though I know it’s probably not a great business decision, I’ve taken the liberty to make that decision since I can. There are other important things beside the bottom line for a solopreneur.

If you’re doing any tasks that aren’t absolutely mandatory and that you dislike, I invite you to think about giving them up even if it may not be best for the bottom line. Outsourcing is of course an option, but before doing that consider if you even want to be engaged in those activities. After all, being able to make decisions like that is one of the best reasons to be a solopreneur.

The myth of the business plan

As a business coach, I often get asked about business plans – how to do one, where to find a template, what to include, who needs one, etc. One of the biggest misconceptions about business plans is that there is just one way to do a business plan. There isn’t just one way to do a business plan – whether to do one and what to put in it are dependent on why you are doing the plan in the first place. When someone asks me about a business plan, the first question I ask is “Why are you doing a business plan?” This often brings some surprise because business plans are often included in those lists of things that every business needs so as business owners we don’t always ask the question.

There are two main audiences for your business plan – internal and external. Your internal plan might be a document which helps you make decisions and run your business. You might use casual or colorful language if it’s meaningful to you, e.g. “I want customers to feel like I always felt when I went to Mrs. Smith’s house.” Your internal plan might help employees or outsourced help you hire to feel connected to the big picture of your business and give them a backdrop against which they can make decisions. Your internal plan might help you stay on track when you look at it periodically. It might help you stay focused on why your business is important to you.

A business plan for an external audience can look very different than a plan for an internal audience. One of the big reasons you might need a business plan is to get funding. Your potential investor or lender will want to see that you have sound, well-researched ideas with a clear path to profit. A risk-adverse funding partner may want to see that you’ve done all you can to reduce risk of loss. A speculative investor may be looking for the potential for big returns. Even if you’ve established that you are doing a business plan for the purpose of getting funding, you still need to know what’s important to the person or organization you are approaching.

I suggest that all businesses at least have an internal business plan. It’s important to get all your great ideas and guiding principles out of your head and into a document. This will help you guide your business along and move steadily forward. It doesn’t need to be formal for you own use. If you need to approach someone outside of your organization with your business plan, you’ll need to polish it up and formalize it and maybe even create a different version for different purposes. If you start with an internal document though, you’ll be helping your business and have a great foundation for the day when you need a more formal plan.

What are some things you stand for in your business?

What values does your business represent?

You probably know what your personal values are, but do you know what your business values are? What do you stand for in your business? What principles guide you? These are really important questions to answer and to contemplate regularly in your business. Being clear about what values your business represents helps you make good decisions in a number of ways.

It helps with your marketing communication. You’ll be much clearer if you know what’s important to you and the people for whom you’re a good fit will know it. One of my business values is that solopreneurs do great work that improves the world. Knowing this helps me focus on my niche – solopreneurs – and to create messages that reach people in business to help others.
It helps you choose education and training products, services and providers. Knowing your business values lets you assess and choose which trainers you’ll follow. I’ve tried and rejected a few based on my values. One coach I considered advocates working 7 days a week, and that’s something that’s not consistent with my values of a full and varied life and taking good care of my family and myself.
It helps you stay motivated. When you know why, beyond money, your business is important it helps you stay connected with what really drives you. There are many ways I could make money, but most of them would not allow me to make as big of a positive impact on the world and on other people as what I do now. That’s the big motivator. The desire to earn money will only take you so far, but knowing the underlying reasons why your work is important will get you through the tough times.
It drives your big picture. Even though solopreneur businesses are driven by one person, we still need to plan and have a big picture. Knowing what’s important to you can help guide you to the next step and all of the ones beyond that.
It gives you another way to evaluate potential vendors. I don’t like pushy sales tactics, vagueness or unclear pricing so not only do I not do those things in my business but I also don’t use vendors who do. Choosing a vendor isn’t just a price issue. I want my business to be congruent with my values throughout and choosing the right vendors helps me accomplish that.

What values drive your business? If you don’t already have a list, I invite you to make one now.

Pricing – just say how much will ya?

Michele Christensen on pricing for solopreneurs — Just say the price, please

Most solopreneurs I come in contact with love what they do and want more than anything to help people. They aren’t born salespeople and can feel uncomfortable with talking sales or pricing. I didn’t like sales at all when I first started, but now I know that sales doesn’t have to be high pressure or manipulative and I like it a lot more. I now think of sales and marketing as presenting myself and my services in the best possible way to assist people in deciding if I’m a good fit for them.

In the last few weeks though, I’ve read some articles that suggested tactics I’m uncomfortable with. The theme of these articles is that when talking to a new prospect that you duck any question involving price until you are ready to present the issue. At least, that’s how I describe the techniques in my words. They presented various ducking tactics but none of them simply answered the question “How much do you charge?” Most sales trainers would disagree with me, but if someone asks you that very direct question I think you should answer them with a dollar amount when they ask. The only time I would say something different is if I’m not sure which package or pricing plan would be best for a person and if that’s the case I tell them so.

I know if I asked the direct, simple, clear question of “How much do you charge?” and got a song-and-dance instead of an answer I’d feel all sorts of things and none of them point to signing up with the person. It feels condescending to me to assume I know better than my prospect what they need. I almost always have a price ceiling in mind when I’m considering a purchase and if we can establish in the first 5 minutes that the service exceeds that ceiling then there’s no point in wasting any more time. If someone didn’t answer my pricing question, I’d be concerned that it must be a huge figure or they would have stated it. I also think it gets in the way of a deep conversation where you can be of service regardless of whether the person buys or not. If I’m wondering about pricing and the person ducks my question, I’m going to be thinking about price not what we are actually talking about.

Am I unique in this? How would or do you feel when you ask about pricing and get an evasive answer? Have you used this technique with your prospects?

Using Facebook as your Facebook business page

If you use Facebook for business, you’ve probably heard about the feature they introduced a few months ago that lets you use Facebook as your page. For example, instead of using Facebook as Michele Christensen I can use it as Michele Christensen, Business Strategist. Any comments I make, things I like, content I share, etc all are attributed to my page name not my personal name. At first, I didn’t think much of this feature but now that I’m fully using it I think it is genius. This ability to change how you use Facebook allows you to do some great things.

First, it allows you to separate your business and personal use of Facebook. For some business owners, there’s a lot of overlap between their personal and business use. For me, I the two worlds only have a little bit of intersection. On my personal page, I post the not-so-interesting minutiae that my friends and family are interested in, and just once or twice a year I might post a business item if it would seems relevant. On my business page it’s just the opposite – almost all business with a little bit of personal news tossed in for interest. Being able to do almost all of the same functions as your page instead of your profile lets you pick how much your two Facebook circles overlap.

Second, you can like other business pages as your page now. This is great because I can keep my personal likes – restaurants, vacation spots, causes I’m involved with, etc. on my personal page and my business page can like businesses that I’m interested in. It’s great to be able to focus exclusively on business or personal when I’m looking at my news feed. It’s also a great way to share with your fans the businesses you think warrant a like.

Third, you can comment, like, post and share all under the name of your page which means great exposure for your page just for doing what you would do anyway. If you’ve made an interesting comment, someone can click right over to your page and see your professional presence rather than pictures of your pets and last vacation.

I’m probably more in favor of separating personal vs. business use of Facebook than a lot of people are but I’m sure there’s loads of ways for anyone with a business page to benefit from this new feature. How do you use this feature? Do you think it’s important to separate your personal and business use of Facebook?

Have you “arrived” in your business?

Have you reached your business destination?

Every once in a while, someone asks me a question that throws me for a loop. In the moment, I’m usually just trying to think of something to say other than “Huh?’ but after thinking about it I usually find that the reason it throws me is that it’s not the right question to ask. A few weeks ago, an acquaintance of mine asked me one of those questions.

I hadn’t seen this person in about 2 years, so he didn’t know what was going on in my business. When I told him about it, his response was “So, is this it? Is this what you’re going to do with your life?” At the moment, I just told him the truth which is that I loved my business and the people I work with and felt I was doing important work. What I later realized is that the reason the question seemed off to me is that it doesn’t line up with the way I see people evolve and change over the course of their life. For many people, particularly the solopreneurs I work with, there’s an ongoing change of focus. We don’t suddenly wake up one day and say “Yes, this is it, what I’m doing forever.” We continually learn and grow, and interests wither as we find new passions. The underlying assumption I heard in his question was that everyone is on a one-way journey to a certain place where they will park their career until retirement, and that you’re either there or not.

The solopreneur journey is often very different from this linear path. We start with a grand idea, and from then on the business undergoes steady or sometimes sudden change. My own business is in probably it’s third focus since forming in January 2009, and I’m still learning and growing. Since you’re the boss, don’t be afraid to change your mission. In fact, expect that your mission will change. Not many solopreneurs stay with the same business they start with, so give yourself permission to grow and evolve over time. If you’re drawn to something new, it’s probably because someone needs that from you.

Leave a comment telling me how your business has changed since you started it. Were you surprised? I was.