Wrapping up 2020: You May Say I’m a Dreamer, But I’m Not the Only One
If you follow my blog, you’ll probably see I love to weave in my favorite song titles and lines and sprinkle my writing with funny personal tales of my daily work and personal life to guide women through business and messaging strategy.
Can we dig deeper today?
In January of this year, I went against my personal grain and did two things. I made a vision board and picked a word of the year. You might wonder why this was outside my norm. Well, I never liked the concept of vision boards I had heard in the past- basically, put a bunch of visuals on a board you want to come true, and if you visualize it enough, it will come to pass in the year. As a doer, a hard worker, and a visionary at heart, I know it takes more than a wish and visualization. It takes commitment, drive, and personal accountability to see a vision birth. My sister, an amazing creative, gave a workshop to create vision boards, and the way she presented combined the pragmatism I needed with the dream. They can go together!
Now let’s talk about the pick a word thing, well, it seemed trendy and cliche. I am not trendy nor cliche. In fact, I rather fight falling in line with trends- most of the time that’s a good thing but not all of the time. This year, I didn’t go about the task of trying to do this seemingly trendy thing of sitting for some days and thinking hard for a word to pop into my brain and guide my year. The word came to me. I am a person of faith, and I remember the day I was sitting in deep thought over the direction of my business. I have many of these kind of days, but on this particular one, I was dreaming of all the big things I wanted to see happen- launch a course, start a membership group, and other big pursuits, and I heard God say, “Those things are not for this year. This year is about FOUNDATION.”
I’m a mover and shaker, and laying a flipping foundation just sounded boring and worse of all it sounded slow and very unexciting. Trust me, I tried to shove that word out of my mind as quickly as I could. Surely, if I was going to do this word thing and give myself to it, shouldn’t the word make me jump up and down?
As I’ve matured in my personal and business life, one thing I’ve learned to do is listen. When God speaks, I know the sound and the feel, and I know that the more I try to hush Him, the louder He speaks. So, I decided to embrace the word. My word was foundation. I was not to build the course, not to make the membership group, not to do any of the zippy and zingy ideas…not for this year. I was to establish a foundation.
Honestly, I didn’t even know what that was going to mean for me. As someone who is a strategist and who has strategy as her top Gallup strength, I went the way that made sense for me and contemplated what the goals would look like. In true word nerd fashion, I found a book I felt could match my most lack-luster word and started reading The Big Stretch by Teneshia Jackson Warner. It is a great read by the way with step by step guides to make big stretches over time in business.
February, I led a women’s business retreat which had been on my heart to put together since summer of the year prior, and what an amazing time I had with each woman there developing ideas, strategy, and encouraging one another. Two weeks later- COVID-19. The ‘vid showed up and I thought, “How am I supposed to build a foundation during a hurricane?”
Do you remember the scene in the Wizard of Oz where Dorothy’s house suddenly stopped spinning and landed? Whens she opened the door, and the movie continued in vibrant color. March and April, I was in the tornado of COVID and of personal circumstances. I was shifting, pivoting, and dodging all kinds of flying projectiles, but when my metaphorical house landed and I opened the door, the world was full of color, of hope, and of promise.
Back to that vision board, the word, and the goals I wrote in that book to strategically support the two, I changed something I originally wrote while I was still wrestling with “foundation.” I had written “launch a digital course.” After making peace with my word, I wrote, “create 20 new strong relationships.” Always being relational, at first this seemed dumb to quantify, but it was the most brilliant strategy shift I made for myself.
I began writing daily, blogging weekly, reaching out and virtual meeting other minds who resonated with mine in passion and in drive, and building my foundation. I stopped obsessing over the course and the course I was going to invest in to do the course creation correctly. I shifted from a focus on product to strengthening my process. I started taking a mad number of online courses and workshops to further my mastery of copywriting and brand messaging. Sitting at the beginning of Q4, not only do I feel more knowledgeable to serve the business community with my copywriting and messaging services, but I stand with more than 20 new strong relationships and have seen referral grow as a natural byproduct of laying a firm ground floor, and I have seen more business grow over this hairy year than I could have ever dreamed.
Where do you need to reinforce your processes, so when you do pursue the product, you are unstoppably equipped?
Making stuff happen is exciting. Watching a flower grow is not, but when the flower blooms something beautiful and fragrant, you are thankful you watered the soil and fertilized it, and did all the other unexciting tasks to cultivate a thing of beauty.
Hold onto your dream in this season, but more than that, dress it by engaging the processes, habits, and skills you need to ensure it blooms in its due season. I don’t know what next year’s word will be, but I do know building a foundation was so worth the work and worth the wait. Don’t give up because the dream takes time. Let your dream and the One who made the dream take your hand down an unforgettable journey.
Remember, circumstance does not determine outcomes. 2020 doesn’t have that much power girlfriend.
Anyone who knows me well, knows I’m an over-the-top John Mayer fan, so he gets a blog title in honor of one of his great songs.
I have seen him three times in concert. He inspired the name of my cat, Olivia (check out his song “Something Like Olivia”). Seeing him sing and strum his guitar motivated me to buy my own electric guitar. It’s a thing of beauty from a small guitar company in Miami. It’s made of wood and is the most gorgeous teal. Back to Mayer, I own a couple concert T-shirts, and I’m quite convinced if I could find John Mayer underwear and pajamas, I’d add them to my collection. If you ever need to send me a gift, now you know.
This is a way different love affair than the one I had with Jordan Knight of New Kids on the Block, although I was crushing really hard a few years ago when I saw them in concert for the second time. I’ll tell you why I choose John all day over Jordan.
Words. Lyrics. Poetry. And oh, how that guitar sings those words.
So now I have to share something with you I’m a little embarrassed of. Normally, by brain is brimming with ideas for content. I am a writer after all, so I generally have 25 ideas that didn’t make it to paper for the one that did.
Last week. Fumes. Nada. Can I tell you how frustrating that was for me? I posted 3 days instead of my usual 4-5. I had gotten behind the couple weeks before on writing jobs and got out of my normal weekly planning routine. Sure I could have posted something, but no idea was hopping, so three posts it was.
I know you feel my pain, because some of you have told me how you are trying to post to your social every day (like “they” say we should do), or show up twice a day, but you’re struggling to find ideas, so you post something funny or share an idea your friend posted on her business page.
You made it a point to show up to the content party, but did your content enter dressed to the hilt?
Like your content would make other’s people’s content hang onto their men just a little tighter, as you enter the room.
You don’t write because you want to say something. you write because you have something to say.
F. Scott Fitzgerald
Hold your cosmo and lean in. Listen to Mr. Mayer and Mr. Fitzgerald. Say what you NEED to say. Write when you have something to say. The point is not to just show up the party. You have to deliver at the content party. Consistency with content that takes their breath away is key. If you skip a couple days until you find inspiration, your true following will not vanish. Believe me.
If you can only come up with filler and fluff, like a little black dress, it’s standby party wear. It’ll do, but it won’t get you seen like the royal blue off the shoulder number. In fact, it could just get you overlooked. If you’re going to go to the content party, and you are going to put in the effort to show up, you may as well get some attention for your efforts.
Grab your mimosa and let me give you three ways to give your content ideas a nice spark.
Remember that some of the best content comes from stories. A story doesn’t have to be loooong or have to do with your childhood. You are creating story every, single, day. Look at the last 100 photos in your phone’s gallery. Find 5 of them you can tie to your business happenings, values, mission, or vision.
Grab a book but not just any book. I’m giving away a big secret here. Go to Target. Enter the calendar, planner, and journals aisle. Buy a journal that has daily prompts. There you will find 365 days of engagement content questions you can tweak for your audiences. My favorite one right now is A 5 Year Question A Day Memory Journal. I also love quotes for inspiration, and people love to like and share a good quote. Quotes are usually the framework of my weekly content, whether they are my own or something amazing that speaks to me to share. Another great book for content inspiration is Beautifully Said- Quotes by Remarkable Women and Girls Designed to Make You Think.
Use the heck out of Pinterest. I look up terms related to my business such as “writing tips for businesses” or “small business strategy” to find inspiration. You could query the same terms in Google, but with Pinterest you will get the added bonus of visual inspiration too. Think about your field and look up tips or questions people have related to your industry.
Ok, I know I said three, but you are going to get a bonus. Write down the top 10 questions your clients ask you, and each of those are super to show up to your content party, because they are exactly what your clients have invited!
A massage. Photography. Design Services. Clothing. Mental Health Services.
The business formula seems simple enough. You have something to sell. You price it. People buy it. More people buy it. You end up with a mansion on the beach. If only it were that simple.
Your mansion days may come- we should all have big dreams! But often business goes more like this. You have something to sell. You price it. Not so many people buy it. You wonder if you should lower your price, post to social media more often, or update your graphics. You’re just not sure how to get more people to bite on the amazing stuff you have to offer.
Price is a factor in buying behavior, but perceived value is a much stronger pull towards handing over the money.
How do I increase my perceived value and convert more sales? Get your sales message on point.
If you are not saying the right thing, they won’t buy. If what you say resonates with the right people, they buy. Good copy and messaging strategy converts. Poor copy doesn’t, and it won’t matter how many messages you throw out into the world either in person or online, if it’s the wrong message.
All you need are some simple strategy shifts! Let’s look at 3 thoughts you may have had and how to shift mindset to move your messaging.
Communication Challenge 1: I need people to understand all that my pricing entails- the product or service but also all my time to prep, edit, or create.
It’s easy to want to get into a discussion online or in person about all the time you pour into your craft and hence the reflection of your time investment in your pricing, but at the end of the day, the customer is not concerned about you. They want to know what’s in it for them.
The best place to start is to figure out your value proposition. What do you do or sell that is unique to you? Think about process and product. What do you do best and what credentials say so? What benefit can a customer receive from doing business with you that your competition cannot deliver? To figure this out, take a look at a few of your competitors. Do some investigation. Clearly define your difference(s). Like get out paper and pen and write down a Venn diagram to compare and contrast.
Once you know your value proposition and you’ve defined it to paper, you have to start communicating that message at every networking opportunity, on your social platforms, and in your email campaigns by connecting it to the emotional trigger that will make them buy. Does your client value exclusivity, luxury, value, family, beauty…? Align your value proposition with their desires, and you will never have to explain your pricing again.
Communication Challenge 2: I need people to understand my price reflects the quality of my product.
If you sell a thing like clothes, jewelry, baked goods, or art/crafts, you really have to focus on finding your people when it comes to having customers who are fine with your pricing- start with hour value proposition defining as stated above. Look at who is buying from you and what they are saying in their emails to you or testimonials. Then, find more people like them who want the same things- to support small business, to have something they love, to not take chances buying a shirt that is too small on Amazon and then fuss with return, to have a showpiece in their homes.
Once you really dig through a survey or current customer testimonials of why they buy, your customers will have pretty much fed you the verbiage you need to communicate your value to more people like them. Start thinking about how you can find more people like them, and keep in mind people keep company with other people who often have the same buying habits or want to keep up with the Jones’. Referrals and word of mouth are important for all business types, but when we think about how much it influences the way we buy, we’ll realize the power of using messaging to market the people already buying from you to share their “circles of people” with you. Think about how many times you were looking for something, and a friend or family member shared how much they love their___________ and how worth it it was, and next thing you know, you’re on the same buyer rabbit trail.
Communication Challenge 3: I want my customers to know just how much love and passion I have for what I do!
This is a beautiful sentiment to want to get across to your potential and current clientele. All of us should be in love with what we do so much that we want to ooze that love onto others. The best way to write copy to convey all your love, energy, and passion is storytelling. Check out last week’s blog and social media posts to take a deeper dive into this topic, but stories will convey to your audience all your passion and tell them why they should be part of your story (brand).
If you haven’t yet realized it, when you jumped into business, you were unwittingly going to get an honorary degree in psychology! Keep your customer’s thought processes ahead of your own, and your messaging will win over new fans and retain past customers with little effort to selling.