self-sab·o·tage – behavior is said to be self-sabotaging when it creates problems and interferes with long-standing goals. The most common self-sabotaging behaviors are procrastination… (that includes entrepreneurs like you who create your own products and services).
It was one of those days. I was so engrossed in work I forgot to eat until I heard and felt my tummy growling. I popped up and decided to make lunch. (I work from home). As I walked into the kitchen I glanced over into the Florida room and there was my mom in her comfy chair, head back, eyes shut, asleep with the television watching her. I didn’t want to disturb her sleep.
I suddenly became acutely aware of how much noise I would make. Chopping the zucchini, onions, and garlic, running the food processor, opening the can of diced tomatoes, scraping bowls and banging pots.
That’s when it dawned on me. It’s impossible to be quiet and cook!
It got me thinking. As entrepreneurs who create your own products and services, you probably do it every day. You’re in your office cooking up this amazing coaching program, workbook, online course or membership site or re-brand.
My mind ran through the clients who’ve come to me, and the desperate pleas in Facebook Groups asking what can they do. Authors who are weeks away from having their book published or coaches and consultants who are days away from their online course or product launch.
When I ask what they’ve done to promote it during the months they’ve been creating it, the answer is NOTHING. It soon becomes clear to them, that they’re not going to meet their goal for sign-ups, sales or new clients. It’s heartbreaking to watch.
I’m not saying you can’t announce your new offer and get it sold out right away. It depends on your network of connections, email subscribers, and relationships.
Not All Focus Is Good
The hyper-focus and tunnel vision we develop when in creation mode is the very thing that sets us up for failure during a promotion or launch. The common excuse I hear from business owners like you is that while you’re creating and planning, you can’t or don’t want to do any marketing because it takes you out of “the zone”. Your plan is to wait until your book is written or offer is completed (or close to it) and then market it.
You convince yourself that people need what you offer and once you post it online, orders will come flying through the PayPal door. Maybe you think they are waiting with baited breath for you to dot every “i” and cross every “t”. Newsflash – They are not. I was the queen of everything having to be done and perfect and I am still in recovery!
Don’t make assumptions about your buyers.
Ever cook a great meal and yell “dinner’s ready” and everyone says “I ate already” or “I don’t eat that” or “I made plans for dinner already”? Not a great feeling. It’s because in our minds what we’re making is so good everyone will want it.
You assumed because they’re hungry and love your cooking that once dinner’s ready, everyone will sit at the table and eat. There are assumptions you make about customers. Let me run a few real-life scenarios by you:
- Your clients have other options. Other people are vying for their attention and business. You are not the only game in town – humbling isn’t it? I don’t care how different you think you are, in the minds of your prospective clients you have competition. They’re following, doing research and deciding between you and someone else right now.
- They may need to budget. Doesn’t mean they cannot afford it but they might have another big ticket item that month.
- They may need to check with their spouse or partner.
- The timing is off. They might be on vacation on in the middle of their busy season in their business. Maybe the kids are home from school that week.
- Having a “no spend” month. Some people have bought and signed up for programs, training and never completed one. They’ve decided they want to go through what they have before they buy anything else.
What assumptions are you making?
Make Some Noise!
Hollywood does it months, even a year before a film is released – movie star interviews, walking red carpets, previews, premieres, magazine spreads. With social media, the stars get into the action sharing selfies with their co-stars or in the make-up chair. Guess what they’re doing? Yep. Marketing. I know, right?
All the things you’re cooking up … recording videos, writing modules, getting sales copy ready, writing blog posts, doing beta tests, building a membership site, re-branding your website . . . make these activities a part of your conversation on social media, emails, blog posts. Hop on and do a Facebook Live video.
And, no, you don’t have to know the exact date you’re launching. It’s like putting up a “Coming Soon” sign.
1. Change your mindset about marketing
This, right here, is where it all starts. So much of what holds us back or propels us forward starts with our thoughts. Stop telling yourself you hate marketing, you don’t know how to market and you don’t have time for it.
Marketing IS telling stories. It’s sharing and talking about what you’re working on as part of your creative process. You talk “in story” about your work all the time to friends, families, colleagues, business besties, spouses and, partners anyway.
Figure out how to weave those stories into the all the time you’re creating other things. Then you won’t feel like switching from creating to marketing takes you out of “the zone”. Your mind is a powerful thing.
2. Give yourself (and your people) time
Do you have specific goals? Let’s say you need 5 people to sign up in order to run your group program/online training and you’re telling people there is a specific date the program starts.
Imagine a list of clients just waiting for the day you’re ready to announce your program is ready.
All because you took the month or two leading up to it to share stories with the people you are creating it for that got them intrigued. Letting them see who they’re working with and why you care. Giving them time to work through their objections, doubts and get themselves in sync with your timeline.
3. Let people know what’s up (and early)
No more staying quiet. As a service-based business, it sometimes feels like a disadvantage to not have a physical product.
Grab your smartphone…
- Snap a selfie while taking a break or showing your office in the background
- Take a photo or screenshot of your computer screen while working on the project.
- Take photos of your desk/laptop or workbook cover – whatever you’re working on
- Record a video – Log on to Facebook, Twitter or LinkedIn, hit the record button and do a live video
- Write a blog post and share a little story about what you’re doing
- A photo of your coffee mug as you get the day started
- Choosing between two book covers or logos? Upload both and ask your audience’s opinion.
- Finished writing a chapter in your book? Mention you’re going to have a glass a wine to celebrate (take a photo of the wine glass).
- Is authenticity part of your brand? Keep it real and share any hiccups.
…and tell your stories!
Start here. Tell us in the comment section. What are you working on? What noise are you making?
