Today is the most chock-full, “here’s exactly what you need to do” post I’ve ever written.
I wrote it for you if you’re frustrated by trying to make your business work and not seeing the results you’ve hoped for.
I wrote it for you if you’re confused about what to focus on, what not to focus on, and what will actually help you get more clients.
I wrote it for you if you’re looking for a success formula to finally get your business moving, get clients, and make money doing what you love.
What I’m sharing with you today is exclusive content I’ve never shared publicly before. This level of detail has been reserved for my clients – simply because I felt like it was too much to put in a single blog post.
It’s time to stop worrying about giving you too much at once and give it all to you anyway!
If you’re looking for a formula for business success, here it is. No strings attached. Nothing held back.
My First (Failed) Success Equation
When I first started, I wanted an equation, so I created one.
It was something like this: X clients + Y classes + Z products = desired income.
I thought that if I knew what to offer to generate the income I needed to replace my corporate salary then everything would work out okay.
As you may have read in my failure story from a few months ago, this equation was a total flop.
Since then, thankfully, I’ve found a formula that actually works for both me and my clients, consistently and reliably.
The Success Formula That Actually Works
Here’s what I believe deep in my bones:
If you follow this formula, you will make your business work.
At the same time, this formula is not a crystal ball. And it’s not a promise of a particular quantifiable monetary success by a certain date.
Instead, it’s an approach that teaches you how to create remarkable, lasting results in your unique business.
But you have to do the work to see those results. You have to stick with it. And you can’t do it half-assed. Half-assed doesn’t mean half-results; it means no results.
Go all in, or don’t bother. Tweet that!
If you’re really ready to go for it in your business and if you’re ready to shoot for the success you’ve been dreaming of, here’s the formula you’ve been looking for.
There are several parts to my success formula, and I’ve outlined them for you here.
1. Setting the Foundation
In order to create success in your business (meaning, make money!), you have to have a solid marketing foundation in place. To have a solid foundation, you must:
- know your target client inside and out, including her biggest frustrations and deepest desires*
- have a clear offer than she can buy (not by-the-hour coaching, but something tangible and specific)
- have an opt-in offer that solves her most pressing problem, so she can get a taste of how you can help her
- have a page on your website dedicated to your opt-in offer so you can send guest post and social media traffic to it to build your list
- set up an email list with an email service provider to capture new subscribers (I use and love Aweber.)
- have autoresponders set up in your email system so you’re automatically checking in with subscribers and letting them know how you can help them
* Need help figuring out who your target client is? Here is a free class I taught nearly 3 years ago on this exact topic and why it’s so important for making money doing what you love.
Once these items are done, they’re done (for the most part). This is different from the next category which includes things you need to do continuously.
2. Consistently Offering Great Content and Actively Being of Service
It’s great (and necessary!) to have a website, an opt-in offer, and a paid offer. But simply having those things does NOTHING for your business.
You need to tell the world that you exist; you need to tell the world that you have great things to share; and you need to let people get a taste of you and your work.
To do that, you must consistently offer great free content and actively serve your target audience.
Here’s how to do that:
- blog and send your newsletter weekly
- spend 30 minutes each weekday being of service online
- personally connect with each new email subscriber to learn more about what they need from you and possibly offer them a free mini session
- offer pitch-free mini sessions* weekly to new subscribers and on social media (aim for 1-5 mini sessions depending on how quickly you want to grow your client roster)
- practice authentic self-promotion online** weekly (plan for 1-3 well-written promos)
My personal recommendation for you: How to Effortlessly & Authentically Grow Your Business
* Pitch-free mini sessions are something that Kendrick Shope created and teaches in her Sales School program and in my Make It Work Online program. They aren’t your typical “sales pitch disguised as a free session” that most coaches teach (yuck!). These truly are a pitch-free, slime-free, genuine, giving sessions where your whole goal is to help your target audience in a bite-sized, 15 minute mini session. This turns onlookers into fans and fans into clients (yes, even though you don’t pitch them during the session — if you learn how to do it right way).
** Authentic self-promotion doesn’t mean simply posting your blog post online. That’s boring! Instead, share it in a way that engages your audience and speaks to them directly. Not sure what I mean? Here’s an example of something I shared in a Facebook group I’m a member of. (It’s longer than most authentic self-promotion posts, but it’s one of my more recent examples.) This is a combination of authentic self-promotion and being of service; honestly, all great self-promotion is in service of others.
You must do these things consistently, daily or weekly as recommended above. Remember, you have to go all in and really commit yourself to making your business work!
3. Expanding Your Reach
Once you set your foundation and you’re consistently offering great content and being of service, it’s time to expand your reach.
If you’re new to business, your reach is probably small. That’s fine! It’s where we all start. To increase your business and your income, you need to grow your sphere of influence.
Here are the action steps you need to take to make that happen:
- comment on others’ blog posts weekly (complete 3-5 thoughtful, well-written comments each week on blogs that your target client reads)
- grow your list with guest posting (shoot for at least 1 guest post published each month on blogs your target clients read)
- grow your list with free calls or webinars (offer one free call or webinar every 2-3 months, or more often if you love doing them)
- join and actively participate in Facebook groups where your target clients hang out so you can be of service to more people by sharing your content, answering their questions, and offering mini sessions
To build your business, you must expand your reach. This means going out into the world where your people are and actively showing up so they get to know who you are and how awesome you are!
You can’t count on Oprah discovering you, but you can count on yourself to spread the word about your own business. Tweet that!
My personal recommendation for you: Stop Playing It Safe: Why Getting Out of Your Comfort Zone Will Lead You to a Highly Successful Business.
4. Tell People How You Can Help Them
Now you’re really cranking. Once you start doing (and keep doing) everything I’ve listed so far, you’ll be in great shape. More people will learn about the great work that you do, join your list, and follow your work.
But!! Just because people know about you doesn’t mean they’ll hire you! In order to convert people who like you into people who pay you, you need to employ sales skills!
I was doing okay in the sales department several years ago. I had figured out how to host consults fairly well and was having success getting clients to sign up. At the same time, I knew I could be converting better than I was; I just didn’t know how.
This is where Kendrick Shope came into my life and changed everything. She helped me refine my consult process and learn how to follow up in a loving and authentic way. Within 8 weeks of learning from her, I filled a 3 month waiting list and made an extra $10,000 in revenue. Everything skyrocketed after that.
All of the pieces above — parts 1, 2, and 3 — will definitely help you build your business, but to be really successful, you also need to learn about sales.
Learning to sell authentically (ditch the pushy, “you must buy on the phone or you’re a loser” bullshit — that’s nasty!) is the final piece you need to actually make money!
This part of your success formula includes:
- creating, practicing, and implementing a solid consult process (and script!) that you’re comfortable using which also feels authentic and ick-free*
- consistently following-up up with prospects until you get a clear no or a solid yes**
* All sales should be ick-free. It’s a myth that sales is slimy. When selling is done well, it should feel authentic and genuine. If someone is telling you to sell in a way that feels awful to you, don’t do it. Find a better way. As Kendrick would say, there’s always a better way.
** As Kendrick shared with me, statistics state that 50% of all sales are closed in follow-up communication. So if you want to fill your client roster, you MUST follow up… and often you have to follow up several times before someone says yes!
Although the sales list is short, it’s the final step you must take if you actually want to make money! However, you can’t just jump here if you don’t have the other pieces in place. Like all equations, all parts are required to make the formula work.
My personal recommendation for you: Steal This! A 3-Step Plan for Putting Yourself Out There.
5. Rinse and Repeat
To ensure this success formula works, you must keep doing each of these things over and over. And over and over. And over and over. Again and again.
It’s that simple (and that hard!). Discipline, consistency, and follow-through are essential if you want to be successful.
You can’t blog one week and then skip doing it for two months and expect people to remember your name. You have to blog every week.
You can’t hold a consult with someone and not follow up and expect to build your client roster. You have to follow up with every single person every single week until you get a solid no or a definite yes.
You can’t write one guest post and expect to have one thousand new subscribers. You have to keep writing guest posts, month after month. If you don’t actively grow your list, your list won’t actively grow!
But Jenny, this is a lot of work!!
Oh yes, my friend, this business thing is a lot of work, especially when you’re first starting out. (I believe, however, that it’s totally, totally worth it!!)
At the beginning, we put a lot of energy into our businesses, and we put a lot of energy into the world to let others know about our businesses. When we don’t see an immediate return, we think that means it’s not working or won’t ever work. Nothing could be further from the truth.
Although I can’t fully explain the energetics of it, I have seen it enough in my business and with my clients businesses to know that the following is true:
We have to generate a minimum amount of energy in our business then push a minimum amount of energy out into the world before we gain traction.
If we don’t generate enough energy within and don’t push enough energy out, nothing happens.
A lot of women I know work IN their businesses but never put the energy OUT. Others spend their energy focusing OUTward but don’t work on the INside of their businesses. You need both in sufficient quantity for things to click. Tweet that!
So if you feel like you’re doing a lot but aren’t seeing results, check in with these two things.
First, compare your actions with the list above, and get honest about how much work you’re really doing. Are you doing all of those things, regularly, consistently, and with high quality?
Second, see if you’re focusing only INward or only OUTward. Again, get honest with yourself; have you been generating a lot energy in both arenas for a at least several months?
Getting honest with where you are, what you’re doing, what you’re not doing, and where you might be trying to skip part of the equation is important if you want to be successful in your business.
Remember, for the formula to work, you have to be doing all parts of it.
Now that you see the full success formula, are you ready to commit to making your business work?
Declare it by tweeting here!
Then, tell me…
What has worked for you in your business? What hasn’t worked?
Looking at the entire equation, what are you seeing you need to do more of in your business?
Where have you been falling short, and where have you been over-prioritizing?
What other stories do you have to share about your experiences in business?
I am so excited to hear about your experiences, thoughts, and insights in the comments below!!
P.S. I know that there are a lot of entrepreneurs who are struggling to make their businesses work. Please help me help business owners like you by passing this post onto 3 people you know who could use some inspiration and guidance to keep going. Thank you for helping more people get their work out into the world!
My personal recommendations for you: The 3 As of Success: Increase Your Chance of Succeeding at Anything and 5 Key Factors for Building a Successful Business.