I used to advise new solopreneurs to invest in a professionally-designed logo – something that reflects well on their business and conveys a certain permanence. And while I have one that I use for invoices and proposals on letterhead, I haven’t used a logo on a business card for years.
Summer is a slow time for many solopreneurs; our clients are on vacation or taking Fridays off, and they just aren’t calling as often as they do during the rest of the year. That means that many solopreneurs are facing a cash crunch this summer. Our recurring expenses — utilities, ISP, health insurance, etc. — still need to get paid, but the income isn’t coming in. If you were able to anticipate this slow-down, you put money aside to cover your basic expenses when your income is not coming in. But even with preparation, it’s nice to get the cash flow going again. The following are a few thoughts on how to ease cash crunches.
I just saw a car with a large sign for a local housecleaning service, The Cleaning Fairies. The tag line was perfect:
We give you your weekends back !
I live near Boulder, and there’s nothing Boulderites value more than free time we can spend in the mountains — skiing, hiking, kayaking, climbing, biking — anything to enjoy our 300+ days of sunshine every year. (And yes, when I saw their car, I was playing hookey and on my way up to the mountains, just because I’m self-employed so I can.) The message I took from the tag line is “I know how much you value your free time, and isn’t that worth way more than the cost of a cleaner?”
What better way to sell the value of your service than by reminding people of a better way they could be spending their time?
How do you describe your service to prospective clients? Do you talk about what you do or how you do it, or do you talk about the amazing thing that happens when you are done?
Have you ever struggled to describe what you do so your prospective clients really hear you? Do they look at your web site and say “Oh, that’s nice” or do they immediately recognize you as the person who can help solve their most important problem?
One way to talk about your services memorably is by telling a story. My 10-Vignettes Exercise, which takes no more than an hour or two to complete, helps clarify how you describe who you are and what you do for your clients. And if you don’t have any clients yet, use this as an exercise to picture your prospective clients.
Every business experiences lulls, times when it seems that you barely have the energy to drag yourself into your office, and you can’t stand the thought of having to go out and generate business. This happens to everyone, and it often happens at the end of the year and during the middle of the year, as people are out of the office or in vacation mode and not doing a lot. Here are some of the actions I add to my marketing plan when I need to rev my marketing efforts up a notch.
When someone asks you what you do, do you freeze up or start stammering? You need a concise, memorable response prepared for all the times when you’re asked about your work. This is sometimes called your “elevator speech.” Why? Imagine stepping into an elevator with your biggest prospect. She turns to you and asks, “So, what exactly do you do?” You have 30 seconds—the time it takes for the elevator to get to her destination on the 25th floor—to describe yourself in such a way that she immediately understands why you are the solution to her problems.
I recently wrote a white paper and gave a webinar on behalf of Factiva on The Accidental Intrapreneur: Becoming the Knowledge Center CEO. They both look at the different approaches necessary for those of us who are running our own enterprises, whether within or outside a larger organization. (You can get a copy of the white paper here and you can download the slide deck for my webinar here.)
I often write about how to create a business that supports you financially and that you love. But I’m feeling contrary today, because I’m inspired to offer my best advice for solopreneurs who aren’t interested in succeeding. If you want a business that doesn’t attract new clients, clients who are overly price-sensitive, or if all your marketing efforts are failing and if you want more of the same, then here are some tips for you, with tongue held firmly in cheek.
One of the secrets to success as a solopreneur, and to building a business that is competition-proof, is to make sure you are fishing for clients in the right pond. The sweetest words out of the mouth of a prospective client are “I had no idea there were people out there like you!” I can offer these clients a service they may not have realized they need, and for which they don’t know where else to turn.