I help entrepreneurs leapfrog over the typical potholes that derail most small businesses with inspiration, motivation, education, and support across a wide range of business topics drawn from over a decade of running my own business, teaching entrepreneurship for the City of New York, and coaching and consulting privately with dozens of women and minority small business owners. Honestly, why go it alone when help is an email away?
What's Your Story?
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When I started my business (and for quite some time after), I really didn't know how to talk about what I did. So, I didn't. I focused on the other side of my business, customer experience consulting, and then I'd back into the small business coaching stuff. Kind of like, "Oh yeah, and I help other entrepreneurs with their profitability, financial literacy, and growth strategy." It was awkward and, as they say in the news business, I was constantly burying the lede and doing myself a huge disservice in the process. It took me a long, long time to hit upon a way to speak to what I do that felt comfortable and true, and really made an impact. I was actually in a breakout session with other entrepreneurs and we were given the assignment to tell our "story" as a means of introducing ourselves to each other. Now, I have an MFA in Writing. I am a published poet. I have been writing stories since I could hold a crayon and form letters. But, I am embarrassed to say I had never thought about how introducing myself to someone is actually a story I am telling them about myself and by extension my business. When my turn came, I took a deep breath and told this story: When I started my business in 2010, I thought I was pretty savvy about a lot of things. I had a 20 plus-year career in communications behind me and was a very successful, highly paid business consultant.
And yet, somehow, I still made a host of rookie mistakes.
Like many entrepreneurs, I didn’t charge enough, I didn’t target the right customers, and, perhaps, most importantly, I didn’t understand that so much of the value of what I offer isn’t in the details of my coaching and consulting programs. It’s in the impact those programs have on my clients’ sense of worth, confidence in their decision-making, and level of courage to take calculated risks to level-up their businesses in the short and long term.
When I realized this is the secret sauce of success, I felt like Dorothy in the Wizard of Oz—I had the power within me all along to create the business I wanted by truly serving the women, and a few good men, who, like me, just need some guidance to make the pieces fall into place.
I want all my clients to have that same aha moment about their businesses and, even more importantly, about themselves. Because when my clients succeed, I succeed. And there’s no better feeling in the world than being a catalyst of someone’s dream come true while making your own come true as well.
The other entrepreneurs in my group went, "Wow, don't change a word." And all of them asked to schedule time with me after the session to talk about their business and how I might be able to help them. I mean, what?! I had never had that kind of reaction to my elevator pitch and it made me realize just how powerful a good origin story can be. And, yes, I said, origin story because I am a superhero and so are you. I highly encourage you to craft your own story. And if you already have one, go back and make sure it's really working for you the way it should. While you're welcome to model yours after mine, the real impact comes from creating a story that is true to you, has your voice, and connects to your business and, especially, to your "why." Use your origin story and/or variations of it while networking, for crafting your LinkedIn and other social media profiles, in your website's About page, and to kick-off presentations, speaking engagements, podcasts, and more. Last week I talked about how to borrow audiences as a way to get yourself in front of the right people. If you missed it, you can find it here. By the way, sharing your compelling origin story is a powerful way to win over those borrowed audiences right from the start. PS — Work with me 1-on-1 to unleash the power of your origin story. Sharing is caring. Please pass along this message Your success is our strategy! |
Easily Said & Done
I help entrepreneurs leapfrog over the typical potholes that derail most small businesses with inspiration, motivation, education, and support across a wide range of business topics drawn from over a decade of running my own business, teaching entrepreneurship for the City of New York, and coaching and consulting privately with dozens of women and minority small business owners. Honestly, why go it alone when help is an email away?
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