one soul for sale
Thursday, May 19, 2011 at 1:22PM by Mara Lubell Last week I attended an event. Not sure what else to call it exactly. Workshop? Seminar? Conference? It was more like a Q & A extravaganza for women in business. Though there were 2 men in attendance (brave souls that they were) it was definitely focused on women. And not to sound reverse sexist or anything, but that wasn't a big selling point for me in choosing to attend. In fact, I'd go so far as to call it a deterrent. I'm generally not one for the new-agey, touchy-feely, girl-power, sisters-in-arms-against-the-world kind of thing that it had the potential to be. But our lovely co-hostesses—Danielle LaPorte and Marie Forleo—hooked me with the title of the event, "Selling Your Soul." Actually, it wasn't the title that hooked me. It was the rationale behind the title:
Whenever you witness great art coupled with great profitability, you’re in touch with someone who knows the value of creating, innovating and selling what they believe in from the depths of their being. Because if you’re not selling your soul, what are you selling?
What can I say? I'm a sucker for good copywriting. You could almost say it was the pitch I'd been waiting for. I started this business because I wanted to create fun, exciting things that would help people grow their businesses. Nothing makes me happier than seeing people enjoy the designs that come from my mind, heart, and hands. (Now who's embracing the new-agey?) But we're gonna throw caution to the wind here and lay it all on the line: "selling my soul" was officially what I really wanted to be doing. And up until then, what I was actually doing was more like making my soul available if anyone was interested, but not really selling it, ya know?
So there I was, surrounded by about 150 of my new "soul sisters." We had all come prepared with an open mind and a "burning question" for our hostesses. There were such varying backgrounds; women from all over the world with vastly different businesses. There were chefs, SEO experts, life coaches, physicians, yoga instructors, photographers, wellness experts.... It started to occur to me that we've all traveled a pretty long way for the opportunity to ask just one question for each of our very different businesses. Were we really going to get something out of this?
And then the questions began.
One by one we asked about validation, recognition, compensation, balance, success, growth, sales, social media, joint ventures...I got answers to questions that hadn't even occurred to me yet. And the answers were legit and useful. We're not talking about, "put a sticky-note on your mirror to remind yourself that you are talented and have something to offer the world" kind of advice. No. We're talking about social proof, marketing, communications.... Specific, actionable things to walk away with.
So by now you might be wondering what my question was. Here is—more or less—the gist of my personal Q & A...
Me: The clients that I seem to provide the most value to; the ones that really benefit from what I can offer are the ones that give me the opportunity to provide them with a full branding/design system. Not just a logo or a business card or one brochure, but a true brand that is communicated at numerous touch points with their customers. That said, the businesses that don't already have such a system in place are often ones that are either just opening or haven't been open very long and don't have steady income flowing into the business. So, if a start-up can only afford a logo, how do I give them the value of the full brand experience that they're coming to me for?
Danielle & Marie: You can't. They have to find the money somehow.
I'll admit, I was a little put off at first. This felt like a little more than tough love. It felt like snobbery. I mean, I'm still a bit of a start up myself. There are things I can't necessarily afford to do for my business yet either. For me to say to a potential client, "if you can't afford it I can't help you," feels more than a little hypocritical. But I realized this initial interpretation was way off base. This is what they were really saying...
Look, this event wasn't cheap, right? Admission, travel, meals, etc. But you're here. Why? Because we explained to you the value of this event. We communicated to you that attending would be something that would benefit your business. You found the money to do it and here you are. If they're not looking for the money to make it happen, you're not doing a good enough job at explaining the value of what your service can do for them. If the value isn't actually that good, then you shouldn't be in business.
Oof.
Now, I can at least take solace in the fact that I can provide mad value. Case in point: my client, Menchie's, went from 1 store to 75 stores in 5 years. They had a 10 year plan of becoming a national franchise and went global in three. During a recession. Value?!! Please.
But apparently communicating that is a whole 'nother ball of wax.
So my big takeaway from the event is that I really need to start doing a better job of explaining to people what a well designed brand can do for the success of a business. I suppose that sometimes, when you live that concept day in and day out, you can take it for granted that it's understood. Or that it's a given. But I'm going to need to do a little more to champion the cause. I'm still not entirely comfortable with the idea of flat out turning people away if they can't afford do a massive rebrand, but I'm starting to wrap my head around ways to do a better job of pointing them in the right direction. Ways that they can get more value without filing chapter 11 before the doors are even open. Maybe it's by putting a little more focus on production costs. Maybe it's by offering "packages" of branded elements instead of individual items. Not sure yet. But I'm going to pour my heart—and soul—into figuring it out.
Reader Comments (6)
Spot on. We're going through a similar process of presenting our offerings in ways that explicitly demonstrate the value of good branding and integrated marketing and advertising. When a client is open minded and wants to help his/her business, it's our job to be their "creative consultants". If they can't afford it, we'll do our best to work within their -and our- means. But if they still fail to see the value, only their experience will open their eyes. And hopefully, they'll come back to their senses. It has happened!
Thanks Z! Would love to hear more some time about how you guys go about demonstrating the value component. Right now my best idea is simply case studies and testimonials. Just put together a little book for just that. Will show you next time I see you. Thanks again for the feedback!
Absolutely great article.
I actually just signed up for Marie Forleo's B-School, because I know that I can't do the work I REALLY want to do and earn the money I want with my current business model. I'm a life coach.
I tripled my prices last month and at first I was sick about it - but I've invested much more on coaching sessions GLADLY and I know that I do transform people's lives. Next step - no one -off sessions, only packages. It sounds all very obvious, but working with Marie makes me believe I can do it.
Pretty jealous about Selling Your Soul - but I live in Australia. Coming over for Rich, Happy and Hot though...
BTW - I KNOW I need to invest in some new branding...
Thanks for the comment, Denise! Good luck with the new structure. Would love to know how RHH works out for you. Cheers!
What a great post! This is something I think about all the time, and is really important to consider especially for the industry I am in (fashion) where value is often contorted. And I'm definitely on the same boat as you - we feel like there is so much we could do for people (actual clients, potential clients) but the problem is in communicating the value in that.
People in fashion are often start-ups with little money, who are hardly known for being practical about that side of the business either. I'm hoping on making strides towards changing this. (Slowly, but surely.) The thing I always have to keep in mind is that the people who are truly serious about their businesses will, one way or another, come up with the money. It's a good way to separate the gems from the duds..the people who will really succeed vs the people who are just caught by flight of fancy and want to make money without spending it.
Our jobs are simply to communicate with clarity the true value of what we do for the people who actually want to build their businesses.
Wow..this happens to be the most amazing piece I ever read. You Know I Can read a lot of motivating..self help..and business start-up books all day long..but this ignited a passion in me that i haven't felt in a long time. This article puts me in a position to act and not sit and I Love that. With all that said...I sign this note as
Entrepreneur In Pursuit =)