When you're still trying to figure your business shit out, everything you do feels like a shot in the dark. You fumble around with ideas for how to attract the right people, based on what's been suggested or what you've seen others do.
You might tweak your services, adjust your pricing, and change-up your content a hundred times. But these choices, that you hope will make a difference, feel more like random guesses than educated ones.
Of course, you shouldn't be afraid to experiment and change things up when necessary. But whatever decisions you make should be based on a solid foundation of things you already know about who your business is for and the direction your business is headed in.
So if you're ready to stop "winging it" and start making empowered decisions that will move your business forward, here are 3 important things you need to establish right now:
1. The purpose of your business
You chose entrepreneurship as your path to create the freedom you want in your life. But what motivated you to become self-employed is not the same thing as what drives you to build a business. This is what makes the difference between offering a skills-based service to anyone who's willing to pay what you charge and defining a niche that you really want to serve.
Your purpose is based not only what you do, but on what you help your people accomplish.
For example, if you're a brand strategist and graphic designer, you may want to help heart-centered women entrepreneurs tell unique and memorable visual stories through design. And though that matters to them, what they really want is to have a cohesive (and beautiful) visual brand that matches their credibility and expertise.
So rather than just listing "logo and identity design" services -- or trying to get all poetic about how good design tells a story; you can make sure your services are tailored to help them accomplish what they want and use copy that speaks directly to that.
2. The impact of your business
Knowing the impact of your business goes one step further than knowing what you help your people accomplish. This is how you identify why the people you want to work with will also want to pay to work with you.
The impact you want your business to have will be based on what your people desire, because their desire is linked to what they value; and what they value is what they'll spend money on.
Keeping with the example of the brand strategist/designer: One desire that your people might have is to feel confident that their brand reflects the quality of their work. Notice that the desire isn't just linked to a particular outcome, but to something that they value: feeling confident about how their brand makes them look.
Remember, people will invest in what they value. So before you change your pricing again, make sure the services you offer match what your people value. You might find that what you offer needs to be adjusted first. Then you can confidently assign your pricing accordingly.
3. The direction of your business
One sure-fire way to end up running your business in circles is to be short-sighted about the direction your business is headed in. That is, not giving enough consideration to how the choices you make now impact the outcomes you experience later on.
The direction of your business is based, in part, on what you want to be known for. So the way you position yourself, the conversations you have, and the challenges you address for your people should be aligned with that.
Again, if you're a brand strategist/designer who wants to be known for helping heart-centered women entrepreneurs feel more confident with a brand that reflects their expertise (see what I just did there?), one of the challenges you'll likely have to address for them is why the brand they have now doesn't work.
So as you're tweaking your messaging and content, be sure you're having conversations and addressing the challenges that relate back to your particular expertise. That way, establishing your value and selling your services will be a no-brainer.
Over to you
After reading this, what's one decision that you feel more empowered about making for your business? Let me know in the comments.
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