I’ve worked with so many small businesses over the years. Some go far and some don’t really seem to take off. Every business is different, but I think four key factors can influence your success or failure. Here’s a breakdown!
Your offer isn’t perceived as valuable
If you don’t have an offering which is valuable or not not value in the eyes of your ideal client, you probably aren’t living up to your soulful branding or marketing promises. I think above all you want to deliver on your promises and go above and beyond to make a difference with your product/service. This is the number one thing I credit to my success in business. The other part of this is you might have a wonderful offering that people just can’t see the value of. Maybe your website doesn’t explain it well and people can’t see the hidden gem you’ve got to give them. That’s when you really need to reassess how you’re explaining that offering to make the benefits compelling. Having a clear message and niche is so important. I see so many clients with their hands in so many pies trying to offer too many diverse things. I think this can hurt us a lot of the time because we’re stretched so thin. Someone hops on our website and is blasted by options to the point where it doesn’t feel like we’re an expert in anything.
Your brand isn’t soulful
I see a lot of businesses who talk very matter-of-factly about their work. It’s all function and logic and no emotion and soul. Often business owners lose the reader with their industry jargon – terms they know so well as they are the experts, but their audience feels confused by and switches off. I believe you capture people’s attention by creating an emotional connection – both visually and in your writing/speaking. Sometimes it’s less about what you do and more about WHY someone should care and HOW it is going to benefit them. That’s what you really need to lead with.
You don’t know how to market yourself
A lot of people seem to think they can build a beautiful brand and website and people will just come and find them. But the reality is, it’s not that easy. I understand marketing can be hard if you don’t have a big team behind you, but it is needed. You can’t expect organic growth — go out and get it! Social media, e-newsletters / list building and blogging are all great ways to drive traffic to your site. There are amazing courses you can do, plus loads to tips tricks and videos on the web.
I’m a huge believer in the fact that the wrong mindset can totally derail your whole business. I think we’ve all been there, struggling through the uphill battle to master our own minds. If you’re on struggle street you’re probably playing small and letting your inner critic take the reigns. There are a lot of amazing business and life coaches out there who can help you get things back on track, plus fantastic books, videos, and articles on the web. Help is at your fingertips, you’ve just got to reach out and grab it. Also, sometimes you’ve just got to bite the bullet and put yourself out there more. One of the fantastic things about going through a branding process and working with a professional is that it gives you a lot of momentum and confidence to just try. That’s honestly half the battle sometimes!
So the point of this blog post is to say: there is no one magic trick to business success. There are many components to making it work for you, and YES, it is super hard work to turn all these moving parts into one well oiled biz machine!
I see lots of clients develop great brands but then not know how to market themselves or they’re going guns blazing with their marketing, but their brand is totally off! These kinds of things happen to everyday small businesses all the time. So make sure you look at the big picture if you’re not seeing the growth you want!
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