How do you translate passion into sales? Today I’m answering a question from an Instagram friend!
On Instagram, I asked for your questions and IMDCreates asks, “I am scared to ask but here goes I am a crocheter and I am proud of what I do but it doesn't seem to translate into sales how can I change this for my business?”
Sales don’t just happen, sales are a result of clear communication.
Sales happen because the person who wants what you sell, clearly understands (because you communicated it) what is special about your work and how it will serve her needs.
Remember, there are a bunch of needs: need for self-expression, need for belonging.
How do you clearly communicate?
First, understand that this is a lifelong process. You are going to get better and better at each of these steps with time, the main thing is to start working at it now, and keep paying attention as you go.
This takes time and thought the first time you do it, which is why I’ve put this in classes, so you can dedicate a few weeks to figuring this out.
Identify who is the person your work is for. Where/how does she use it? What stage of her life is she in? What is she wanting to do? (Express herself? Feel great? Be funny?)
Talk only to her – in your Instagram posts, in your shop descriptions, in whatever you do.
Get clear about how your work serves her need. In my book Market Yourself there are a lot of worksheets to help you figure out – what makes your work special, how to communicate that, and how to speak in the language of your customer. You want to be sure that you’re talking about what she cares about (ex. she doesn’t care about what stitch you use, she wants to know why you made that decision, what that stitch does for her.)
Keep her coming back. Email list. Keep communicating
Now, I mentioned that this is a lot of steps and that it takes time. I walk you through all this, along with how to translate it into email lists and Instagram, in the class Elevate your Business, which will now come with your Starship membership – you’ll be guided through:
Identifying your goal
Making a plan
Tracking your numbers and profitability
Figuring out your marketing and how to use the tools effectively
Now that you've reviewed the year so far, you have probably recognized some things that did not turn out as planned. How do you feel? Do you feel horrible about that? Crushed? How do you handle it when things don't turn out as planned?
They happen. I've heard from a lot of you that you actually skip doing your monthly or quarterly review, because you know you didn't hit your goal and you don't wanna acknowledge it.
But here's the thing: You have to acknowledge where you are in order to move forward. You have to come face to face with both disappointments and triumphs so that you can make an effective plan for what's next. I lead all new Starship Captains through Chart Your Stars before we make a plan or take classes because getting oriented in where you REALLY ARE is the most important step. Nothing can move forward until you know you're starting from.
In the spirit of acknowledging those goals-that-don't come true, the disappointments and how hard it is, I'll share a story in my own life, that's been unfolding over the last 3 years. As many of you longtime listeners know, 3 years ago, Jay quit his office day job to work part-time in my business and part-time in the local comic shop, that we intended to buy. We were both super excited – I was proud because this meant that my biz went from being around 70% of our income to 100% of our income. I think this is especially meaningful to me, because SO MANY people assume that my husband has been supporting me financially throughout my business. He has been supporting me emotionally, but my biz income has always been 60% or more of our annual income. This is my own thing I need to work on – I need to not care what people think and the stupid assumptions they make. But, ya know, it felt good to answer the “and what does your husband do?” question with “he works in my business”.
He was excited, because this allowed him to learn the comic shop business, while getting to know the people who would be his customers and build relationships.
But, after 2 1/2 years…it didn't work out. The owner didn't give us what we needed for the banks, when we needed it and it became clear (to me) that he wasn't ready to sell. After 6 intense months of it almost happening, but with lots waiting and hoping, it was official – we weren't going to be buying the shop. This was September 2017.
That was a huge disappointment. And Jay needed to take time to just grieve that (it helps that we know we did everything possible and by the end of the process, we just wanted it to be over). And it totally changed our lives because Jay stopped working 6 days a week at the comic shop and was suddenly home….all the time.
We decided he should wait a minute before getting another job. He could do more in my business, he could travel with me, we'd have such a freer life if he wasn't tied down by hours. It would give him a chance to think about how we could still reach the dream of owning a shop, but without buying THIS shop. And we'd already been living off my income, so nothing there changed. We did have a good time – he went to San Francisco with me in October, then we spent a week with my parents in Oregon. We had a great holiday season without the stress of juggling schedules. (All of our parents require a road trip to visit, so now we could!).
But when it came to just daily work time, I have to be honest. It was really really hard. I need either total silence or coffee shop white noise and Jay is…chatty. And loving. He took such good care of me and our home during those months, but it felt like I was always balancing work with family, even in hours that we both agreed should be about work. My daily routines really slid, and here's the thing – even if Jay said nothing to me all day, it just felt different with him here all day.
But we didn't get much time to get used to that, because in February a friend with a sick kid asked Jay for help with his shop…and Jay stepped in. At first a little, and then a lot. I've talked about it a lot on Essential Enthusiasm podcast (you do listen to that, right?), but Jay is an Obliger. And around April, after months of bouncing between my business and his friend who needed help, he told me: I feel I'm constantly doing what people are obliging me to do and NOT what I need to be doing to move forward on my goal (I know you obligers feel him on that). What he wanted was to feel like he was moving forward on the future comic shop and the biggest thing that would make that possible is MONEY. So although he can support me in tangible ways that will lead to my business growing, he can't directly do things in my business that makes money.
No one can. I get a lot of help, I hire people to do things like edit videos and put together podcast posts, but what that does is free up my time and focus to do the stuff that directly money. For Jay to feel like he's working on his dream, he needs to see the direct result.
Here's another factor: I was having some…not-great-mental health months. One of the lies my anxiety tells me is that I will never feel like myself again. And that by not feeling like myself, my whole business will fall apart. And when my business is 100% of our income? Our whole life will fall apart. I definitely wouldn't say I felt pressured…I loved that my biz was supporting us. But when it came to thinking about growth… I definitely felt a kind of existential dread and that dread took away all of my creativity. I couldn't see all these amazing ways to grow or improve my business, because I was wrapped in “OMG WHAT IF IT ALL FAILS”.
So he decided to get a day job. So that he can contribute directly to our family's dreams. And this isn't going to make any sense for the international listeners, but I just have to tell you, that the health insurance was a deciding factor. Although my insurance is ¼ of Jay’s monthly pay, it’s still less than we were paying before, out of pocket.
I realize for most people, getting a job that has insurance, that pays pretty well for our area, for a person with a BA in history, is ONLY GOOD NEWS. It is such a blessing.
But I'll admit my biz ego was a little disappointed, because this is NOT the direction I thought we were moving. I thought we both would never have traditional employment again. We were going to own a retail shop!
And yet, I have to admit, it's been great. In just the two weeks he's been working, I have gotten so much done! OMG! I am alone for 8 hours every day, which is just so restorative. And even though his job won't be contributing to our bills (we're using it pay off debt + save for the future), it loosened something in my head, it relieved some pressure I didn't know I was feeling and I have been SO much more able to be creative about the next direction in my business. I’ve had SO MUCH clarity in the last 2 weeks, it's just unbelievable.
So, that is our tale of not reaching our goal and things not going as planned. I wanted to share it with you, because I think it's our tendency to look at everyone else and assume they are where they want to be. Or that things are going pretty easily. Or that if they've hit one big goal (like a six figure business), everything else just comes easily. I also wanted to talk about it, because a lot of people dream of quitting day jobs, or even retiring their spouse and I gotta tell you – it's not always fun, easy or fulfilling for both people. Life changes, and what you want changes. Your mission isn't to hit some certain milestone, it's to create a LIFE that you like, and maybe a business (or maybe not!) that supports that life.
My brother, who works at a tech startup in San Diego told me one time (when I was making about $40,000/year and he was making $60,000), “I don't know why you are so concerned that you do work that is what you want to do with your time. You know you could just get a job that pays enough for you to do the stuff you want with your non-work time.” At first I thought, ugh no, that sounds horrible, but then I realized – in our online biz world we romanticize loving what you're doing with every minute. But even in a business you LOVE you're going to do things you don't like. And as you build that dream? You're going to do a lot of things you don't like. You're going to work hard, you may need to do other work to pay the bills or to finance your art.
By the way, I reminded by brother that I didn't get a BA in computer security like he did, mine is in French Lit. I'm pretty unemployable, and spending time grinding away while making not-much was a long term investment into the business I have today that pays me well, doing what I care passionately about. But that's not the right answer for everyone, in every situation.
To sum up, when things don't go as planned, remember:
Acknowledging what isn't going the way you wanted, helps you get oriented to where you are now. You have to start any plan from where you are.
You are not alone. It's not supposed to be different (it's easy to think “I should already be passed this” “I shouldn't have these struggles” but you’re not the only one who does).
Take time to grieve and to flop about. Try things to see if they work for you.
Notice what's not working for you (like Jay did) and know you can always make a different choice. Sometimes that choice might look like something you didn't think you'd do. That's ok, if it's the right next thing for you.
If something you dreamed of just isn't working for you. That's ok too. You're allowed to change your mind. I thought having my biz employ both of us and having Jay around all the time would be great. I was wrong. Keep changing your dreams as you change.
Don't give up. All of this is just details. Identify the BIG THING you care about, the ONE THING that matters to you and organize everything around that. As long as that is still what you want, let go of all the details and focus in on it.
To help you set goals from this place of focusing on what REALLY matters, I'm sharing a worksheet called “Creating Do-Able Goals”. You'll find it in the form below, just put your email in the box and we'll send it right to you!
When you fill out this worksheet – tell me! Share it on Instagram with the hashtag #exploreyourenthusiasm, so I can cheer you on!
What if you don't need a goal to do what you need to do? Let's talk about what a goal is good at, and not good at, and get you ready for the rest of the year!
Welcome to the second half of 2018. This is the perfect time to look at the goals you set in January and be real with yourself. Are you truly working on them? Have you made progress? What do you need in order to work on them?
Today we're going to talk about what to do AFTER you set a goal…and we're going talk about some advanced-level stuff – maybe you don't need a goal at all.
A few weeks ago a Starship Captain said, “You know, I can't really think of a goal. I feel like my business is going in the right direction, if I just keep doing the work I know to do.”
YES! That is what it's all about!
See, a goal is not the POINT, a goal is just a tool to help you get what you want.
A goal should:
Inspire you to kickstart work you haven't done before (or get more consistent with the work)
Clarify the direction you want to go, so all your actions can line up to what you actually want
Make it obvious what you need to do and what you need to commit to, to make it happen.
This is why not reaching your goal is sometimes just as productive as reaching it. You can learn from a goal you don't reach. Maybe you learned that your timeline or expectations were wrong. Maybe you learn you don't actually want that goal. Maybe you learn you need a different business model, or you need to work on totally different projects.
The GOAL of a goal is to bring you that clarity, to help you learn the lessons in your business.
I wrote a whole book about, and lead people through the process, of setting a goal and breaking it down into a plan because I've found that having a set goal, and then working towards it, is the fastest way to learn from your business.
Setting a goal AND creating the plan makes you:
Get specific about what you need to do
Organize your time so you can do the stuff
Try stuff you might otherwise put off
Create systems so you can be consistent in all aspects: making, marketing, photography, shipping, etc
For MANY of the makers and artists and essential oil educators that I work with, setting a goal and then breaking it down into a doable plan is the first time they've gotten serious about their business. It's the first time they've really looked at what they even want, and what they're willing to do to get there.
Without a goal it's easy to just keep reading articles, researching, wondering why people aren't buying, and then go read another article. With a goal, you have to take action (or you realize you haven't been taking action!).
And here's the cool thing about all this – after a goal gets you taking action, getting organized, creating systems for getting things done…you don't always need a goal to keep going.
In fact, the system itself can keep you reaching your next goals.
In his book How to Fail at Anything, Scott Adams, writes that systems are better than goals. Systems of action, applied overtime, bring about better results that one of goals. When you don't reach a goal, you feel bummed, but when you're working a system – every day that you do the work, you can feel great and accomplished.
What's a system?
Posting on Instagram is a system. My podcast, with it's transcript and free downloads and blog posts and youtube videos and audio version on iTunes – that is a system. I don't have a goal to put out a podcast, I have a system that gets it out consistently
Now, I disagree with Scott, because I think he doesn't address a major issue in accomplishing anything – activation energy. Activation energy is the energy that it takes to START something. What I've found in working with hundreds of women in creating the business they want is that a big, exciting, motivating goal can help you over the hump of activation energy. It can inspire you to spend that energy and move forward powerfully and quickly. A system isn't that inspiring 🙂
But after you're over the activation energy, a system is what you need in order to keep moving forward. A system about when you work, what you work on, how things get done.
Today I'd like you to look at where you wanna go in your business and your goals for the rest of the year – where would a system help make it easier?
I made a worksheet last year about staying consistent that will help you spot these places for systems. You can get that worksheet here:
I follow my enthusiasm by reading…a lot. And once a month, I share (some of) the books I read last month and the books I intend to read this month. You can join the informal book club by sharing your own list with me on Facebook and find all the posts here.