Sue and I concluded our monthly coaching call a couple of weeks ago. Sue had a list of actions to take and she was confident about what she needed to do and why. One of the things on the list was the creation of a flyer for Sue to use to describe what she does. This of course, will be written to her Perfect Customer. Sue’s works in the health and wellness industry, with an emphasis on weight-loss. Her Perfect Customer is a ‘yummy mummy’ in a particular area of London.
(Quick Reminder Of WHY You Need A Perfect Customer!)
If I can just digress for a second and leave Sue working on the copy for her leaflet. Knowing who your Perfect Customer is, means that when you create marketing ‘stuff’ – from Facebook posts and tweets to blog posts and flyers – you know exactly what to say, because you know who you are talking to! Generic “I am all things to all people” marketing gets drowned out by the massive, precision-targeted, marketing ‘noise’ in which we all live. If you’re wondering what I mean by ‘marketing noise’, just look at the ads and sponsored posts that float across your Facebook newsfeed. That’s all part of marketing noise.
Back to Sue.
I received the first version of her flyer copy a couple of days after our call and we started the process of to-ing and fro-ing with it until it was starting to look very good indeed. Then suddenly, out of the blue, I got a (slightly panicky) email.
Sue had been talking to a ‘yummy mummy’ when this woman had said (and I’m paraphrasing here) ‘oh, I’m not interested in any of that, what I’d really like is a weight-loss coach’. Sue had raced home and amended her copy accordingly. She then sent it to me.
ARGH! Don’t Do It!
I didn’t even need to open the document, let alone read it to know what I needed to say to Sue: Don’t knee-jerk! Don’t run home and change the direction of your business based on one conversation with one woman, who may or may not become your client.
Sue came to me initially because she had so many ideas in her head about how she could market and build her business that she didn’t know where to begin. It’s a common place for women with small businesses, particularly new ones, to be. She had some fabulous ideas, but hadn’t taken any action with any of them because of the whole chicken and egg thing; what should she do first?
Creating a fabulous business in your head is a great way to practice visualisation. It’s essential to have a clear idea of your ‘why’ to keep you going when things get tough – which they will. However, until you take action – any action – your business can’t benefit from your great ideas.
Making The Wrong Decision Is Better Than Indecision
Making the wrong decision means starting to do something. It means putting your marker down and getting going. You may set off in the wrong direction, but you have set off and you are slowly gaining momentum. When you realise that you’re headed in the wrong direction, you can change course. It isn’t necessarily hard to do and you will always have benefitted from the experience you’ve had. Making small changes along the way is what happens to businesses all the time – well successful ones anyway.
Indecision means doing nothing. It means taking no action, creating no momentum. If you don’t start, you can’t correct your course along the way. You are always dealing in metaphoricals, not reality.
An appropriate analogy might be setting off in your car to a previously unvisited destination. The wrong decision might be to decide to stick to the A roads rather than taking the motorway. You can change this decision at any time on your journey and you’ve lost nothing but a bit of time and fuel. Indecision means leaving your car parked and agonising about which road to take. It means analysing and re-analysing appropriate routes. All the time you’re doing this, the version of you that made the wrong decision is making progress towards your destination. Do you see what I mean?
In summary, doing something, anything, is better than doing nothing.
Sue was using the ‘yummy’s’ comment as a reason to stall her progress. It was yet another idea which was going to steal the progress she’d made. The flyer was already written and it is good, all that needed to happen was to get it printed. The conversation with the ‘yummy’ had made Sue fly back into a state of indecision and to start to undo all her work. She had in our driving analogy, realised that there was the slight possibility of another route to her her destination and immediately stopped the car.
If you’re like Sue and feeling full of ideas but no idea how (or in which order) to put them into action, perhaps some sales coaching and mentoring might be for you? I have a Laser-Focused Clarity programme that offers just that. It offers support for women business-owners. If you’re overwhelmed with great ideas, but not actually doing anything, it may be exactly what you need!