In This Issue...

- FEATURE ARTICLE: What's Your Business Philosophy?

- TELECLASSES
- RESOURCE LOUNGE
- VIRTUAL CONNECTIONS

I just started the process of re-designing my website last week (oops, I guess that's not a surprise now). I picked a design firm that spends more time asking questions about me and my clients - what we want and who we are-- than in trying so hard to impress me with the wiz-bang things they can add to my website (the mostly-useless Flash graphics, for example).

They actually asked what is most important to you, and to me. They wanted to know what made me different than other service providers in my industry-- not from a "competitive" standpoint, but from a uniqueness perspective. What was so unique about me that attracts my ideal clients?

Most of you know that I am a huge proponent of truly knowing who your ideal clients are so you can focus just on them, just on their needs. I love that my design firm gets this too. They get that trying to appeal to everyone gets you no one. The clients that aren't right for you aren't impressed and the ones that are have no idea they are your ideal client because you haven't shared your uniqueness to help them find you.

When you first launched your business, your ideal client was probably anyone who could fog a mirror (sure helps pay the bills-- I know, I know). Now that you've been in business awhile, you've probably begun to notice who you love working with and effortlessly provide the best service to. You owe it to your other ideal clients out there to help make it easy to find you so they too can get this great service. Being willing to take a stand for who you are and what is unique about you (quirks and all) will get you more clients than trying to appeal to everyone.

The true test of whether you are clearly conveying your unique brand comes when some clients don't want to work with you. Why is that good? It means you are helping your right clients find you and sending the right clients for someone else, somewhere else.

The New Year is just around the corner. Things will be slowing down soon for the holidays. Now is the perfect time for us all to reflect on why we chose the business we're in, who we can serve best and what we truly want to offer them.

I'll be talking about the concepts of uniqueness, personal brand and being remarkable over the next several issues. Let me know dawn@solopreneurzone.com where this journey takes you as we progress.

This issue's article is about your business philosophy. My new website designers clearly communicated their philosophy and attracted me as their client as a result. Your business philosophy can do the same for you.

Dawn

Feature Article: What's Your Business Philosophy?

I'm No Philosopher...

Don't think you have a business philosophy? I bet you do. A business philosophy is simply why you do the work you do and where you come from in your work. Whether you've articulated it or not, you still come from this point in your work with clients. It's impossible not to.

Give Me an Example

My business philosophy is that being self-employed isn't worth it if you can't work with clients you love and provide the services you enjoy (remember the last issue's topic-- effortlessness). Even if I didn't articulate it, I bet most of my clients would describe my philosophy in a pretty similar way. Why? Because it influences everything I do in my business. You see it in my website, you read it in the tone of my newsletter and you hear it in the teleclasses I teach. It's there, even if I don't say it.

An Image Speaks a Thousand Words

I mentioned that I am redesigning my website yet again. Why? Because the clearer I get on my ideal clients and my business philosophy the more I want everything I do to reflect that. A website can often communicate more than words ever could using colors and images. Since many of us make decisions (such as finding a coach) on our gut rather than logic, I want to use my website to "speak" directly to the guts of my ideal clients.

What if You Did Put it Into Words?

When you do put your philosophy into words, it becomes "real". It helps you take a stand in your business. It gives you clarity on why you do what you do. It helps you make decisions about your business because you'll know which things are in alignment with your philosophy and which will just take you off track.

Do You Struggle with Writing the Text for a Brochure or Website?

When you put your philosophy into words, you can then use that as the basis for all of your communication. It is the core of everything you say and do. Each word on your website or brochure helps communicate your philosophy so your ideal clients can identify you. Knowing that you are trying to speak only to your ideal clients makes it much easier to write copy because you are using your authentic voice-- not one that someone else says is the right way.

Writing Your Business Philosophy

Whatever you do, don't think too much. Grab a piece of paper and write down your responses to the following questions. No need for full sentences-- just write down words and phrases and keep moving.

Why did you choose this business?
What do you want most for your clients?
What is the process you use with clients?
Which parts of your work come the most easily?
What would you still do even if you weren't getting paid?

How do your responses fit together? This is your business philosophy. No need to perfect the wording-- the key is to come from this place in everything you do in your business. Simple, right?

Open for Business: Now What?!
How to Succeed in Business in Spite of Yourself
Perfect Niche, Ideal Clients
The Secret to Finding Clients
Marketing Strategies that Suit Your Personality
The Effortless Marketing Plan
Interviewing Prospective Clients

Buy a class now and be listening to it in the next 5 minutes! http://solopreneurzone.com/Teleclasses_Purchase_RA.htm

Purple Cow: Transform Your Business by Being Remarkable. Seth Godin.
I loved this book as soon as I read the title. I'm only 49 pages into this little book and have already gotten my money's worth. It's a simple idea-- no one stands out today if they try to do things the way they've always been done. Be remarkable-- flaunt what is unique about you and your products and services. All those quirks add to your value. To buy the book on Amazon (used copies are just as good and very cheap!) click he*re.

Turbo Note: www.turbonote.com
Got too many sticky notes cluttering up your desk and still don't notice them? Turbo Notes is a simple free ($7.50 for the fee version) program that enables you to get all those sticky notes in a place you'll actually see them-- on your computer screen. But that's not the best part. Let's say you want to check out a new website later. Just write the note and insert a link to the website. Later, you can click on the note and get right back to the website. You can also jot down some quick thoughts and email them directly from the note to someone else. You can even add an attachment to the note you email! It even has a calculator function-- just type in the numbers you want to calculate and it does it for you.

For a complete list of resources we love (growing weekly), visit the Resource Lounge at http://solopreneurzone.com/Resource_Lounge.htm

NEW: Have you signed up for The Solopreneur Zone's Yahoo Discussion Group?

This discussion group was created to support you in trading questions, ideas and tips with other Solopreneurs. Why go it alone, when you can build your business more easily with the support of others? Questions, thoughts and ideas should be directed to the entire membership. I will read the messages regularly and contribute my thoughts to the discussion when appropriate.

The group will be moderated by Angee Robertson, Administrative Consultant for The Solopreneur Zone, to make sure you only receive messages from members who want to be an active part of this community.

Join Today, by visiting our home page at http://groups.yahoo.com/group/solozone

*Have you checked out The Virtual Water Cooler? It's a free monthly community teleconference call where you can share ideas and questions with peers from around the globe. Join our next call on Thursday, December 11 from 4-5pm ET. For details visit http://www.solopreneurzone.com/WaterCooler.htm

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Copyright 2003 Dawn Nichol, All rights reserved. You are free to use material from the Solo Flyer publication as long as you keep the entire publication intact.