What do you stand for in your business?  Tough question or easy to answer?  When you are clear about the purpose of your business, marketing is so much easier and can actually be exciting.

In Roy Spence’s new book It’s Not What You Sell, It’s What You Stand For he defines purpose this way, “Purpose is a definitive statement about the difference you are trying to make in the world.”

So why is purpose so important to your business?  He offers many reasons and the one I want to focus on here is the impact it can have on your marketing. “Purpose injects your brand with a healthy dose of reality.  It is not something you can fake.  It’s genuine.  It’s real.  And it’s something that your customers honestly appreciate about you.”  More on this later. 

First, let’s take a look at some examples of purpose from Roy’s clients and my business purpose:

BMW – To enable people to experience the joy of driving.

HALLMARK – To inspire meaningful connections, which enhance relationships and enrich lives.

NORWEGIAN CRUISE LINES – Defying cruise convention to deliver a liberating experience for all.

FIREFLY COACHING – To support entrepreneurs in creating a thriving business they love.

And while many of Roy’s clients are large companies, purpose is just as essential and relevant for small business owners and solopreneurs as it is for the big corporations.  What’s more, it’s much easier to integrate in smaller organizations.  Fewer people to involve.

So if you already know the purpose of your business, make sure it’s essence is expressed throughout your marketing.  If you’re not sure about your business purpose, now is the perfect time to unearth it.

One of the ways Roy recommends to discover the purpose of your business is to ask these questions: “Why do you do what you do?  Why is that important to the people you serve?  Why does the existence of your organization matter?” 

He points out that your purpose is not a tagline and that it is not about the ‘how’ of doing what your business does. 

Once you’ve determined your business purpose you can let it guide you in every aspect of your business.

So what does your business purpose have to do with marketing?  Think about it, if you are crystal clear about your purpose and it comes from your heart then implementing your marketing will feel authentic and exciting instead of pushy and painful.      

Imagine how you would feel if you were deeply connected to the purpose of your business as you implemented your marketing.  If you’re like me, it feels empowering and inspiring.

Are you beginning to see how this will shift the way you approach marketing? You could actually enjoy it.  Even better, this shift can have a positive impact on the effectiveness of your marketing.

Simply stated, knowing the purpose of your business will support you in attracting more clients and growing your business.

© Stephanie Ward, 2009

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

Many times business owners get stuck when it comes to marketing because they feel uncomfortable doing it.  They are afraid of being seen as pushy, intrusive, or fake.

What if you could change the way you think about marketing by connecting to your true intention for doing it in the first place?

Have you ever thought about WHY you are marketing your business?  OK, the answer seems obvious – to sell what you offer – but think deeper.  You genuinely believe your products and services will help people, otherwise you wouldn’t be offering them.  Right?

Try a quick exercise with me for a minute.  Close your eyes (don’t worry this isn’t going to get weird) and picture your clients and the success they reach by using your products and services.

See the impact that your business has on their lives and/or businesses.  Can you see your intention to make a positive difference?

If you are clear about your intention for marketing, then you will be able to approach marketing in a relaxed and confident manner.

When your intention is to help people, to offer them something that may benefit them – that feels good.  It’s even exciting! 

 You could even go as far as to say that you are doing a disservice by not sharing what you offer to people who could use it.

Remember, people can’t buy something they don’t know about.  By making your offer known, you are giving people the choice to consider for themselves if it is something they want.

The truth is that simply sharing your offer is a neutral act that may or may not be accepted.  That’s it.

Imagine what it would feel like if you shifted your perception of what it means to market your business.  Marketing feels natural and positive if your intention is one of supporting your prospective clients and being of service to them.

The focus is not on you or your business.  Your focus is on sharing your offer with the people you want to support.  Here are seven ideas about where and when you can share your offer:

1. Your newsletter or someone else’s newsletter

2. Your website or someone else’s website

3. E-mail or post (snail mail)

4. Google AdWords

5. In the author bio box at the end of articles you write

6. When you’re networking

7. When you’re speaking

Marketing can feel good when you see it as sharing an offer that people want and need.  Discover your true marketing intention and connect to that feeling before you begin your marketing activities.  It will make a huge difference in how you feel as you take action.

What’s more, your audience will receive a message that comes from an authentic intention.  So make the shift, connect with your intention for marketing and enjoy taking action when marketing your unique business.

© Stephanie Ward, 2008

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

As a business owner your time is precious.  You probably have multiple requests from people that are pulling you in many directions.  But, if you say yes to every invitation that comes your way, you will not have time for the activities that are critical to growing your business.

What I frequently hear from my clients is that they don’t have enough time for everything that needs to be done in their businesses.  Since we all have the same amount of time, it really comes down to making choices.  So how do you know what to choose?

Start by making a list of the strategic activities that are essential to the growth of your business.  These are the actions to say yes to.  Say no to anything that doesn’t fall under your strategic activities.  This is what it means to set business boundaries.

It may sound simple, but many people find that saying no is an extremely difficult thing to do. 

What’s keeping you from saying no more often?  Some of the reasons people struggle with saying no are:

* Fear of conflict

* Wanting to be liked

* Afraid of not being asked again

* Feeling guilty

* Unsure about how to say it

Have you ever agreed to do something and then later felt angry, anxious, or overwhelmed about it wishing you had said no?  Saying yes when you want to say no is a huge energy drain and distracts you from the things you really want to do for your business.

The good news is that saying no is like any new skill, with practice is becomes much easier.  And even better, it is extremely empowering.  Start with something small and build from there.

Remember, you don’t have to give an answer on the spot.  If someone asks you to do something and you’re not sure, you can always say something like “let me check my schedule and I’ll get back to you.”  That way you have time to consider what is best for your business.

Many times if you’re not sure, this may be an indication that the answer is no.  Have you heard the expression: “Doubt means don’t”? 

In addition, you may be surprised to find that most people respect your answer, even when it is a no.  If they don’t, it may be a sign that it is not a balanced relationship.

Setting boundaries in your business will create more space and energy for you to move forward and reach your goals faster and easier.  And that’s not all; when you set and enforce your boundaries you will have more confidence, be more attractive, and feel more relaxed.

Why not start saying no today?  Once you know how you want to use your time, it will be easy to identify things you can say no to.  This will create time for strategic action.  When you say yes only to the most important (and profitable) actions for your business you will see your business grow. 

© Stephanie Ward, 2008

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

What’s stopping you from doing the things you know you want to do in your business?  Not enough time and a lack of focus can be obstacles to taking action.  But take a closer look and see if these are the real issues. 

Is it possible that you really do know what you need to do but that fear is stopping you?

Fear is a four letter word but it doesn’t have to mean something bad. Here is an acronym for fear from an unknown author which sheds new light on the word, “Fear: False Evidence Appearing Real.”

You can choose to see fear as a sign.  A sign to take a closer look at the actions you are taking (or not taking) and to decide to make some changes.

Fear can sometimes cause inaction.  When it’s too scary, you may decide to do nothing. So how can you move past the fear and get into action?

Before you can tackle your fears you first have to identify them.  The more specific you can be the better.  Pay attention to your thoughts and notice if you are thinking about fearful outcomes.

Here are some possible fears you may be experiencing.

FEAR OF MAKING THE WRONG DECISION

Does the phrase, ‘What if?’ keep popping into your head when you think about taking an action?  Well, go ahead and ask yourself.  What is the worst thing that could happen?  Usually it isn’t that bad.  And remember, no matter what happens you can probably deal with it.  

FEAR OF FAILURE

Everyone defines failure in their own way.  Personally, I don’t think in terms of failure.  There are just different and new choices.  If you do something and it doesn’t work out the way you planned, you can simply choose a different path.

FEAR OF REJECTION

No one likes to be rejected.  But what if it weren’t possible to be rejected?  What if you shifted your perception and instead of thinking in terms of being ‘accepted’ or ‘rejected’ you thought in terms of finding the right fit.  It’s natural that not everyone will be a fit with your business.  Stay focused on reaching the people who are.

FEAR OF SUCCESS

Yes, this seems strange but is often true.  You may actually be afraid of succeeding.  One reason for this can be your thoughts about what other people will think about you.  Something like, ‘Who does she think she is.’  Another reason can be that you believe that if you do really well, it’s bound to take a turn for the worse and you will be back where you were.  No matter what the reason, you can choose to believe that you deserve to be successful and you can remain so. 

Growing yourself and your business means that you must continually stretch yourself.  And stretching can feel uncomfortable or scary sometimes.  It can also be refreshing and exciting!  When is the last time you felt super charged by an action you took?  Maybe it’s time for a massive injection of fearless action.

Don’t wait another minute.  Take time to discover if fear is keeping you from taking action in your business.  Then get clear about an action you can take that will move your business forward and do it!  Remain attentive and be aware of when fear appears and gets in your way.  The next time it shows up, you’ll know how to tackle it!

© Stephanie Ward, 2007

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.

I know it’s a radical idea, the death of your to-do list so bear with me while I explain.  Think about it, a long to-do list is a giant energy drain and waste of time.  Have you ever noticed how the list keeps growing instead of disappearing?         

Imagine waking up every morning feeling confident that you have enough time to accomplish the goals you have set for the day.  Picture yourself wrapping things up at the end of the day knowing that you have not wasted your time or energy and that the actions you completed are supporting you in creating a profitable business.         

Intrigued?  The great news is that it is simple to kill your to-do list.  Here’s how.  First, take a long hard look at your massive to-do list and put a number one next to the actions that are high priority (I know, I hear you shouting they are all high priority, trust me they aren’t).

Go through the list again and rank the medium priority actions with a number two and low priority actions with a number three.

Now, get out your calendar and take each high priority action and place it into your schedule.  Choose a date that it will be completed as well as a realistic block of time for completion (start and finish time).  Continue doing this with the medium priority actions and finish with the low priority actions.

This will work for you no matter what kind of calendar you use.  Choose a system that works for you.  The concept of integrating your actions into your planning is much more important than the type of calendar you use.

New opportunities do come up and you can update and adjust your planning as needed.  The difference is that now the things you have planned are already prioritized so if something new comes up, you will be able to consider its importance in relation to existing priorities.  This is much more effective than simply adding another action to the bottom of a list.

Also, make sure you schedule in some free time each day for unplanned things that come up.  If you can’t find a place for some of the low priority actions don’t worry, I have a solution for you below (see benefit number three).

Let me confess something, I know to-do lists don’t work because I am a former owner of a long to-do list (that never got done).  Since I killed my to-do list and consciously thought about what I really want to get done, I am much more productive and feel confident about the direction of my business.

Benefits for you:

1. Doing this forces you to reconsider what you are doing with your time and this allows you to get clear about what your real priorities are.

2. You will have a realistic picture of what you can really accomplish in a certain time period (each day, week, month, etc.).

3.  There will probably be some things that won’t fit into your schedule and this gives you a chance to consider dropping them or delegating them.  I like to call this your “to-don’t” list.  If you are a solopreneur and don’t have employees who can pick up the slack, you can always outsource.

4. You will reduce overwhelm and stress because you will no longer be confronted daily with a giant list of things you know you won’t get done that day.  This way you will get more accomplished, stay on track, and remain focused.

5.  You will feel great about the actions you plan to take each day because you know they are aligned with your long term goals and that doing them will move you forward toward reaching them.

Anyone who is serious about building a sustainable and profitable business needs to be sure they are spending their time and energy on the right things.

Are you are beginning to see that a long to-do list that isn’t prioritized with actions that aren’t connected to a actual dates for completion isn’t efficient?

It can be scary to integrate your to-do list into your calendar and I promise, it is worth it.  What do you have to lose?  Try it and if it doesn’t work you can always go back to the never-ending list of things that never get done.

Stop living in denial about what you can realistically get done and choose to plan and execute profitable actions that will grow your business! 

(c) Stephanie Ward

WANT TO USE THIS ARTICLE IN YOUR NEWSLETTER OR WEB SITE? You can, as long as you include this information with it: Stephanie Ward is the Marketing Coach for Entrepreneurs who want to set their profits on fire!  Grab your FREE copy of the special report ’7 Steps to Attract More Clients in Less Time’ plus business building tips, at: http://www.fireflycoaching.com.