How an Entrepreneur Can Get “from Failure to Failure Without Loss of Enthusiasm”

One of my clients had recently experienced a string of failures. A business venture that had consumed a great deal of her time flopped. A new line of business she was attempting to market was finding little response in the marketplace. Several of her long-time clients stopped working with her.

She woke up one morning feeling depressed. If her business was failing, perhaps she was a failure as a person. Maybe she needed to give up her business and get a job. Or find a different kind of business to be in. She was feeling lost, stuck, and discouraged.

Seeking inspiration, she ran across this quote, often attributed to Winston Churchill: “Success consists of going from failure to failure without loss of enthusiasm.” She emailed it to me before our next coaching session. “I think there’s an idea there that could help me out of this funk,” she said. “Can you help me see what it is?”

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How to Take Your Marketing from “I Can’t” to “I Can”

A large part of the secret sauce for marketing is your mindset.

Not sure if you can be a good networker?
Not sure if you can write a blog?
Not sure if you can represent your company at a trade show?

You can!

When it comes to marketing, the odds of success will be stacked disproportionately in your favor if you have a positive mindset. This means believing in yourself, remembering why you love your business, and taking inspired action.

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To Get Clients from Writing and Speaking, People Must Know What You Do

A few months after I started my business 25-plus years ago, I was delivering a workshop one evening on an ideal topic to attract likely clients. And sure enough, the room was full of self-employed professionals who were excellent prospects to hire me as a business coach. I presented what I thought was a value-packed program, and my audience seemed to be learning useful material from me. “I’m sure to land some clients from this,” I thought.

After the workshop, a woman came up to me hesitantly. “This class was very helpful,” she said. “But I’m wondering… would it be possible for me to hire you to work with me personally? I don’t know if you do that.”

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Writing for Your Business: The Five “W”s and One “H”

Writing is a great way to build your business, and whether you’re new to it, or have been doing it for some time, there are ways to make it easy. Below are ideas on how to write so that it can be simple, fun, and effective to accomplish, and create a steady stream of interest in your services.

What to Write
Finding inspiration for what to write is, at times, daunting. Inspiration is all around, though, and often times it’s a matter of adjusting your perception to see it. Just finished a client session? There’s an article in that!

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Is Your Marketing Niche Truly a Niche?

As a self-employed professional, have you defined your marketing niche? You may think so, but a closer look might reveal that your chosen niche isn’t as effective as it could be. You may have selected a target market, but have no defined specialty among the services you offer. Or you may be clear on your professional specialty, but vague on who to target as prospective clients.

A clearly defined niche for an independent professional is one that spells out both a target market and a specialty needed by that market.

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Is Your Marketing Missing Some Basics?

It might have happened that when you started your business, you told a few people what you were up to and clients just showed up. You may have had the good fortune of not having to work too hard to get noticed or think much about the details of your marketing; things just seemed to take off.

(If you’re saying to yourself, “Is she for real? This actually happens to people, where they don’t have to struggle to get clients, especially at the beginning?” The answer is yes, it’s a real thing.)

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Not an Extrovert? You Can Still Market Your Business

It seems that a considerable amount of marketing and sales advice to self-employed professionals is aimed at extroverts. “Go to networking events and meet new people,” the authorities say. “Speak in front of groups.” “Call people up and chat with them.”

If you are an introvert, these experts might as well be telling you to fly to the moon. What if you don’t enjoy public gatherings, dislike being the center of attention, and hate to call strangers on the phone? Can you still do well at personal marketing?

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The Dark Trifecta of Marketing: Fear, Resistance, and Procrastination

When it comes to getting your marketing done, you may have the best of intentions. You’ve set aside time on your calendar, outlined the actions you want to take, and called an accountability buddy who’ll check in with you in a few hours. And yet, here you are, stopped in the face of getting things done, wondering what the heck happened.

It’s likely your old friends fear, resistance, and procrastination have come to visit.

When this trifecta hits, it can be unsettling. You’re an accomplished person, running a business and taking care of those you serve. How can it possibly be that you’re finding it hard to do the marketing you said you were going to do? Especially when you actually want to do it?

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In Marketing, an Action Step Is Worth a Thousand Words

We self-employed professionals spend a great deal of our marketing effort on searching for the right words. We read books, take classes, and hire consultants to help us write copy for our marketing materials. Composing web pages, writing sales emails, and drafting ad copy consumes hours or days of precious marketing time.

It appears, though, that many professionals have mistaken all this wordsmithing for productive action.

Don’t get me wrong; the words you use to market yourself are important and deserve your attention. But crafting the message, and effectively delivering the message, are not at all the same thing.

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Three Must-Haves in Your Marketing Plan

When you run your own business, it’s important to get the word out about your offerings. In the simplest sense, that’s called marketing. The word marketing, however, is often enough to send a tiny business owner running for the hills, especially when it’s paired with the word plan.

Marketing. Plan.

It’s OK to breathe now.

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Business Building Writer Program starts Oct 7, 2019

Join C.J. Hayden for a six-session live webinar series! Business Building Writer: Learn to Build Your Business by Writing… Learn to Write So It Builds Your Business.

C.J. will teach you how to use quality writing as a business-building tool, how to write your stuff so that your desired audience will want what your business offers, and how to put those elements together into a business-building plan. You’ll take away a new set of tools and skills, an action plan, and an inspired new direction for using your writing for business-building.

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Business Building Writer Program

 

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