Illumin Blog

I haven’t sent out a newsletter for a while and, to be honest, it’s because I have been stuck.

Each time I even think about writing a newsletter I get stopped dead in my tracks. Well, maybe I shouldn’t write this, but, the fact is: I don’t want to do them. I just don’t.

Now, I have a few mantras I often share with clients and one is “If it feels itchy, don't do it.”  

Well, writing newsletters makes me feel itchy.

To be honest, this "itchy" feeling has gone on for a while. On top of this, three clients recently told me—without solicitation—that they like my newsletters, but were surprised to find through our work together that I’m not the formal person my newsletters reflect. They told me that I was warm and fun, not as formal as my newsletters made me seem.

Between having this "itchy" feeling and hearing the same comments from three different clients, I felt the universe was telling me something. That something was that my personality was not coming out in my marketing.

Bingo! That’s what has been bugging me with the newsletter and, to be honest, some of my other marketing, as well. I needed to shed the formality of my corporate background and allow the witty, fun me to step into the light.

Helping people step into the light to reveal their best self is what I do with clients, yet I was struggling with it myself. It just goes to show that the journey of coming into oneself, into one’s power, is just that—a journey.

Often, we are torn between different worlds that we play and work in. Defining our roles, knowing what experiences, personality traits or skills to bring to each area of our life can cause us confusion and stagnancy. I help clients with this all the time and now I was experiencing it myself.

It doesn’t happen overnight, but as we travel the path of entrepreneurship we are always getting clues from clients, colleagues and the universe, that reveal adjustments and decisions we need to make. For me, it means dumping the “itchy” newsletter, letting more of my sometimes sassy, irreverent personality come through in my writing and having more fun.  Just making the decision to dump the newsletter has made me feel completely re-energized and inspired.

So, what’s going on in your business that’s making you feel “itchy” and what are you going to do about it? If you need help, give me a call.

It’s time to scratch that itch.

From the goals we set, to the rates we charge, to who we network with, to how much we give away and how we react to challenges or opportunities, our every choice in our business is a reflection of:

• Our internal belief system
• Our self-esteem
• Our expectations in life

The Paradox of Choice

The paradox of choice is that, while you may feel that making a choice is limiting, it is actually quite the opposite. Choosing creates clarity and clearer minds are able to see opportunities where stuck or confused minds do not.

For example, choosing to focus on one business niche instead of taking a shotgun approach to many actually opens up greater networking, marketing, referral and sales opportunities.

Have you ever noticed how, after you made a choice about something, opportunities started to appear? This is not luck, this is the power of choice attracting your future. Choosing sends a signal to the universe that you are focused, open to what's next and willing to step into your future, even if you don't have all the answers. And the universe responds.

Attracted to People Who Chose Even if They Lose

It's human nature for us to gravitate towards people who are decisive and accepting of the outcome of their choices without the need to seek approval or complain when things don't work out as they planned. It's because they know that, in choosing, they have taken the responsibility upon themselves to move forward in their own best interest based on the information they have at hand.

Choosing is a sign of confidence, self-esteem and power. Can you imagine someone like Oprah or Donald Trump delaying a business choice? Of course not! Choice does not mean fearlessness or that you're always right. There may be nervousness when making a choice, but not choosing, not moving forward, not taking that chance is more painful for driven business owners than staying stuck or not taking the risk. Even when "The Donald" was down on his luck many years ago, he chose to risk and act instead of wallow. Game shows and reality TV shows are all about choice and we are impressed even by those who choose, even if they lose, because they had the guts to actually choose.

Choice is the Universe Raising the Bar

Choice is the universe's way of raising the bar, of pushing us further down the path towards manifesting our life's destiny. It is the world's way of testing us, of saying, "You say you want this, but are you strong enough to move towards it? To get out of your comfort zone? To choose it?"

When we continually ignore opportunities--choices--to move towards our destiny, life stops offering them. Choosing to step into those opportunities actually results in more opportunities.

Choices Are Our Internal Belief System at Work  

All choices are a reflection of our internal belief system and all too often we are stuck in old or self-limiting beliefs that impact the quality of choices we make in our life and in our business. These beliefs keep our business small, stuck or limited in its growth potential.

Here are just a few examples of choices we make based on self-limiting internal beliefs:

• Choosing to work with clients who zap your energy.
• Choosing to go after the small fish, not the big fish.
• Choosing to be like someone else instead of owning your own process, style or brand.
• Choosing to surround yourself with colleagues who accept the status quo, who aren't aiming higher.
• Choosing to undercharge for your expertise and services.
• Choosing administrative minutiae over selling, marketing, networking and getting out there.
• Choosing to see "stuck" as a roadblock instead of an "opportunity".
• Choosing to hire employees, consultants or vendors who are not supporting your goals and vision.
• Choosing to let the fear, instead of the opportunity, dictate your decisions.
• Choosing to ignore your gut and intellectualize every decision you make.
• Choosing the need to have all the answers first before launching something new.
• Choosing to do it all yourself and not allowing your mentors, coaches, consultants, employees, colleagues or friends help you succeed.
• Choosing to dress without spark so that you don't get noticed at an event.
• Choosing to not speak out, ask a question or make a comment at meetings or events.
• Choosing to work ad hoc, vs. setting goals in service of your long term vision.
• Choosing to buy cheap or buy to impress.
• Choosing to stay stuck and not hire a consultant, coach or therapist to help get you to the next level.
• Choosing to play weak, ignorant, innocent or poor.

Choice is a Responsibility

Not making a choice is like handing over the reins to someone else. It's abdicating responsibility--your responsibility--to other people, influences or factors present. When we don't choose, we get what we are given and what we deserve.

The choices we make are not always the right choices and often our choices require a leap of faith. But there's one thing for certain when it comes to choosing...by choosing not to choose, you lose.

So, what choices do you need to make today? If you're not sure and need help, give me a call. There's no obligation, only opportunity.

But, hey, this is a choice that's yours to make.

Internal Conversations Getting You Nowhere?

Have you ever noticed how hard it is to get out of your own head when you're feeling stressed, overwhelmed or depressed when business is slow or your career is stalled?

As much as you may try, finding the solutions to what's ailing you professionally is sometimes impossible to do for yourself. You keep massaging the same scenarios over and over, keep taking the same actions with the same results, or keep having the same internal conversation without resolution. I call this "mental masturbation" and it's enough to drive you crazy because there is no result. If you're doing this, let's face, you're going nowhere fast in your career or business.

If You Don't Have the Answer, Reach Out to Someone Who Does

You're not alone. I've been there before--more than I care to admit. In fact, a few months ago I was experiencing real blockage in my work. I knew what I wanted to do and needed to do, but just couldn't get myself moving. Truth was, I was feeling stuck. I mean really, really stuck and I couldn't shake it.

I reached out to my coach for a heart-to-heart and after just one call, the weight of the world was lifted. Together, we made a plan and I started pushing through what I needed to do in order to keep building Illumin.

Staying Stuck is a Choice

As I've gotten wiser ("older?"...who said "older"?), I've started to learn from the pros. Those who have achieved the greatest success surround themselves with a robust support system, leveraging them constantly so they don't stay stuck. Being stuck--whether in your business or when in career transition--is a luxury few of us can afford. Time is money. The opportunity cost of not taking action vs. the amount of money you pay an expert to get you unstuck is nominal. And, let's face it, the longer you allow yourself to stay stuck, the more damage it does to your self-esteem and your bank account. Stuck is a choice few of us can afford.

Feeling stuck is often a precursor to breakthrough and that can be scary, but for those who really want success, it's critical to push through the fear.

What Mindset Do You Have to Push Through?

Reaching out for support is not always easy. As someone with a German-Irish background, I was raised to keep my business private and work through things myself. This was a mindset I had to push through when learning to reach out to others for support. I'm glad I did because it seems that the more I invest in these areas of support (business, marketing, sales), the greater the reward for my business and my self-esteem. And make no mistake, your business and career are directly impacted by your self-esteem so keeping that in tack is critical to success.

If you are feeling stuck. If you are still holding onto the mindset of "I'll figure it out myself," or "I can do it myself" or "I can't afford to" when it comes to pushing your career or business forward, then you may be shooting yourself in your foot.

More importantly, how can you afford not to seek out the support you need to move forward? Really, who has that luxury these days?

I wanted to share some exciting news with you.

It was my great pleasure to be part of a national ad campaign for a group I really believe in because they work the way women work, Women & Co.

I have two drugs of choice—coffee and swimming.

I love them and they compliment each other. Caffeine jump starts me in the morning and water calms my Piscean soul. It is there, in the water, that I am one with my own thoughts, my breath and my creativity.

So, after three cups of Starbucks French Roast coffee, there I was this morning, swimming, my mind transported; my body thanking me with every stroke. Getting into a rhythm of breath and stroke. Stoke, stroke, stroke, breath, stroke, stroke, stroke, breath, stroke, stroke…BAM!!

My bliss ended abruptly.

Happy New Year!

The New Year is always a time for reflection, goal setting and preparation for greater things to come and it is for those reasons that I have recently been "underground", gearing up for a stellar 2010.

Like many of you, I wanted to kick my business up a few notches in 2010 which meant some changes were in order. It meant taking an assessment of what was working, what wasn't and making changes that reflected my value, attracted the right customers and focused on ROI in terms of time, energy and revenue. For me, it meant making changes in four areas: Branding, Services, Clients and Pricing.

Branding

Based on client, colleague and supporter feedback, I knew my branding and website weren't working for me.

I had put a lot of resources (time, money and effort) into my former site, but the reality was that it wasn't speaking to my client demographic--well educated, accomplished, driven professionals. My business had been mostly referral based which is great, but not enough to take sales where I wanted to go. In fact, I had lost sales due to my website.

The reality is, I'm a no nonsense consultant who really gets down to business to deliver transformative results--fast. My background and process are founded on 25 years in business, yet visitors (a.k.a., lost sales) often commented to referral partners that the former site reflected Illumin and me as almost ethereal. Wow! This sure isn't reflective of the Illumin approach and this needed to change.

Additionally, I wanted a website that was dynamic so I could engage with visitors and leverage social media and technology.  I needed to transformed the website from the old static version to its new dynamic form. ( I'm still working on the website with my fabulous designer, Eva Potter, so visit often as it continues to get built out.)

Services

As I put together my goals for 2010, a loud (screaming, actually) internal voice emerged saying, "I don't want to do that anymore!"

What became clear was that I needed to refine my service offer and focus only on what I loved doing most and on what generated real revenue for me and stellar results for my clients.

Looking at where my revenue comes from, it's no coincidence that I am making more money on the services that I most love providing. This is where a service provider's greatest value shines and something I speak about with clients all the time. It was time to take my own advice and eliminate that which wasn't performing and generating revenue and which I wasn't thrilled about.

Clients

While I had been focusing much of my effort on service-based entrepreneurs, my other target market, executives in transition, really picked up. As I've said in the past, "This economy presents a changing landscape of the opportunity. Leverage it." I needed to put more focus on the market of executives in transition since opportunity is ripe there. While I continue to work with service based professionals, executives in transition have proven to be an area of growth and opportunity for Illumin.

I also knew that I wanted to catapult my revenue and deliver my unique methodologies on a larger scale. This meant bringing Illumin's transformative services to companies, not just individuals. After all, my background is in corporate and I knew how Illumin services could be applied to companies that:

• Invest in their employees
• Know the value of talent and corporate goal alignment, especially in a time when resources are stretched or limited.
• Have strong Organizational Development programs
• Work with job seekers, such as Outplacement firms and Executive Recruiters

With this in mind, I am targeting companies, as well as strategic partners who work in corporate environments.

Pricing

Given the challenging economy, you'd think that lower priced services would be the ones selling. The reality is that people shopping on price weren't buying and people who were shopping for solutions, value and a customized experience were.

I stopped selling lower priced services and started focusing on services with higher real and perceived value. These also happened to be the services that would lead clients into a deeper relationship with Illumin and thus ongoing revenue.

I also raised my prices. Yes, in this economy, I raised my prices and not just a little bit. The Illumin methodology works so quickly that clients get results immediately (often in just three sessions or less). This means they are able to get a job, launch a website or market their business or services faster and better. This, in turn, means money in their pockets faster. So it's an investment with a quick return.

Pricing now reflects my value and my expertise and attracts a better qualified client which means less "selling" and more closings.

Business is an Evolutionary Process

January is already gearing up to be a great month for me and its all because of the willingness to let go of the status quo, take a leap of confidence and make changes that won't attract every client, but better attract the right clients.

How is your January going?

Some Minor Changes

What would your business look like if you made even minor changes to how you think and do business so that you can grow your business? It's not how much you do in your day, it's what you do in that day that can make or break your business.

Growing your business can be broken down into easy, doable, bite sized activities. It's simply about focusing on what matters. Start by asking yourself...

What Would My Business Look Like If ...

I Had A Plan for Each Day?

Instead of waking up wondering what you had to do that day, how would it feel to wake up energized and empowered because you had clarity and confidence in knowing what the most important tasks for that day were and how they fit into your overall business strategy. By having a plan, uncertainty, procrastination and overwhelm are eliminated enabling you to reach goals faster.

I Had Only Three Hours a Day to Work?

Nothing helps you prioritize better than knowing you have a limited time in which to accomplish tasks. Will cleaning your desk--again--generate revenue or visibility for your business or will developing new products or pitching media do that? As the saying goes, "Time is a related thing. The more you have, the more your tasks expand." The key is not to fill up the time you have, but to maximize it. Chunk out the hours (by tasks) and use a timer to keep you mindful of time spent on those tasks.

My To Do List Consisted of Only 3 Items a Day?

"Not possible!" you say? Look through your To Do list now and cross off everything on that list that will not generate revenue, visibility or credibility for your business. This newsletter, for instance, is aimed at doing all three. Cleaning my house will do none of the that. It's going to have to wait until the weekend.

I Did Two Sales Activities a Day?

These include doing follow-up calls to recent or existing clients to cross or up-sell, sending note cards to past clients to touch base, asking friends or clients for referrals, reaching out to people you've recently met at networking activities, etc. If you figure most of us work 5 days a week for a total of 50 weeks a year (taking out a few weeks for holidays), that means you've made 500 sales pitches in a year. Trying to make 500 sales pitches is daunting, making two per day is doable

I Attended One Networking Event a Week?

Networking is a necessary tool for business growth. Especially in this economy, people are being more judicious in spending their money so they want to feel comfortable with what, or whom, they spend it on. Focus on events where "your people" (colleagues, potential clients & referral partners) congregate. If you attend just 1 networking event a week, 4 a month, that totals 50 a year!* Even doing just two a month means 25 events a year. Be targeted and attend frequently so you become known among those groups. Familiarity makes buying from you much easier.

I Took Even One Big Risk a Week?

Nervous about calling that editor, that new prospect, that uber successful business woman that you want as a mentor, pitching your new product to Oprah or licensing a service? Great! That means you're pushing the envelope, getting out of your comfort zone and growing your business. The more you challenge yourself, the more confident you become in selling yourself and your product or services. Bigger risks = bigger rewards. Playing small? Then why play at all?

I Acted With Discipline Daily?

What if you acted with discipline, daily, on the above recommendations? What if you honored your time, your priorities and your goals and focused only on what mattered--really mattered--so that your business became successful? So that you felt rewarded by your efforts? So that you could enjoy your success, your family and your friends, more?

I've allotted only an hour to writing this newsletter and that time is up. Now, I need to contact a nationwide association to pitch my Personal & Professional Mapping services and reach out to a few potential clients.

Now that you know my three priorities for the day, what are yours?

*Based on 50 work weeks a year.

Your Ideal Customer...in 100 Words.

I wish Mike Michalowicz's book, The Toilet Paper Entrepreneur, was around a few years ago when I started Illumin. It probably would have helped me identify my ideal customer that much quicker.

In Mike's illuminating subchapter, Who's Your Ideal Customer?, he references an exercise that helps business owners identify the ideal customer. By making a simple list of 100 words or phrases that identify your ideal client, you're able to build a business and brand that appeals to that client as well as better focus your resources (time, energy, money).

Tap Into Others to Identify Your Ideal Customer

Despite the fact that I use a similar method with my own clients, I must admit it took me a while to identify my ideal customer. In fact, the "ideal" Illumin customer was pointed out to me by  my own clients and my virtual assistant. Yes,even consultants need consultants and advisors to help us step out of our own way and uncover the hidden gems and opportunities in our business. (In fact, that "ideal customer" revelation is the catalyst to my website redesign slated to be up by end of September. Stay tuned!)

In addition to identifying characteristics like: smart, athletic, traveled, nurturing, adventurous, etc., dig deeper. Identify what "ideal" means to you and your business. This can include such criteria as clients who...

• willingly pay your premium prices
• buy in quantity  
• often refer you
• value your expertise
• get why you're "worth it"

You'll want to delve deeper into each of these criteria to uncover the characteristics of your ideal client. Be sure to capture words that identify clients whom you love to work with and who identify with your values. These qualities should be added to your 100 Word List.

The saying, "Nobody knows your business like you do" isn't necessarily true. It may take a strategic partner, customer, employee or consultant to point out the unique characteristics of your clients. Sometimes you're just too close to them. Whatever you do, take the time to tap into these people to help identify the client who...
 

• gets your value,  
• is willing to pay for it and  
• is a good referral resource 

When they give you their valuable feedback...act on it. Ignoring such valuable information can cost you in sales.

Are Blinders Keeping You From Your Ideal Customer?

Identifying your ideal customer can be harder than you think. It's not uncommon that new, or even existing, business owners misinterpret who their ideal customer is because we often work with blinders on (our own interpretation, myopathy and biases). This can doom a business as we spend invaluable resources pursuing clients who are not the ideal. Realize that, as your business evolves so, too, may your ideal customer.

Has Your Client Changed with the Economy?

This economy is producing many shifts and challenges for business owners. Consider re-evaluating your ideal client profile given our current economy. It may have changed.

A key to helping you do this is to see which of your products and services are selling, and which are not. Who seems to be buying from you now, and who is not? Now, dig deeper into the characteristics of that particular client. Therein lay the keys to your ideal customer.

Don't be afraid to let go of what's not working (this means products, services or even clients who no longer fit the "ideal).

A key to sustainability and growth is the ability to let go and flow with what your respective market is telling you to do.

Confidence is Your Birthright

Remember when you were a kid and thought you could do anything? You knew no boundaries, had no fears and felt you could conquer the world? Self confidence was your birthright and you knew how to use it to get what you wanted.

Then you grew up and that self confidence was eroded by life experiences, perceived or real limitations, negative relationships and, well, life.

The Role of Confidence in Business

When you started your business your self confidence was probably at it's peak or why else would you have started it? But, as you went along and experienced the day-to-day hurdles, your self-confidence began to wane. As the owner of your business, you owe it to yourself to invest in things that keep your self confidence high. No other asset can give you a greater return on investment than unwavering self confidence.

How Do We Get Confidence?

Step Back

First, take the time to step back and look at where you may be lacking self confidence. Understanding the origin of low or diminishing self confidence can help identify the appropriate course of action.

Take Action

It's no secret that taking action regularly keeps you inspired, motivated and feeling like a player. Take action every week, every day if possible, towards your goals.

Push the Envelope

Get out of your comfort zone...often. There is evidence that pushing the envelop (doing something challenging, scary or exciting) actually has a positive hormonal impact on your body.

Stop Comparing

Remember, you were put on this earth to accomplish your purpose, not someone else's. Every time you compare yourself to others, you strip away self confidence.

Set Goals

Set goals that are in service of your Purpose here on earth. Achieving just to achieve can still leave you lacking in self confidence. Set goals that are in honor of your life's Purpose. As you achieve them, your soul will be fed and so, too, your confidence.

Surround Yourself with Achievers

Move away from downers. Nothing zaps your energy, confidence and focus more than being with naysayers or people who accept their unsatisfying or crummy status quo. If you're intimidated, fake the confidence until you start to feel the confidence. Odds are there are other people in the room doing the same thing.

Honor Your Word

Whenever we don't live up to a commitment to ourselves, a loved one, a friend or client, our self-confidence erodes. Staying true to your word reinforces that you work with intention and integrity and that's good for confidence.

Honor Yourself

Above all, honor and respect yourself. Trust your intuition, dress with respect, exercise and take time out to refuel yourself. Be clear on, and respect, your own boundaries and needs so that others respect them.

This reinforces to yourself, and others, that "I'm worth it."

Knowledge Share

As your business' CEO, your role is to grow your business, be the face of your business and develop new products or services.

That means imparting your knowledge to your team so they can handle the day-to-day of your business without you. This is particularly hard as an entrepreneur since your business is "your baby". Remember, parents need to let go of their babies so they can grow. So, too, must you for your business to grow. That means giving your team the information they need to keep your business running smoothly whether or not you are there.

Schedule Knowledge "Download" Meetings

Schedule regular meetings or calls to keep your team informed of any new opportunities, customers changes,  project progress, products, or information that can impact their job or your business. This also means sharing information that is relevant to your industry or your competition. Informed and empowered employees allow the day-to-day of your business to carry on without you. It also makes employees feel like stakeholders in your company's success. And, as Martha Stewart says, "That's a good thing."
 

Create an Information Library

Creating an Information Library is a great way to knowledge share. It optimizes knowledge and assets and eliminates redundancy.

For instance, if you produce client presentations, marketing collateral, website content or processes, consider putting that information in a shared file like Google Docs or on your in-house server. Your employees can pull from these docs when creating new docs rather than starting from scratch which can be a huge waste of time and money.

Information Libraries also help build consistency in your communication and brand. Ideally, create templates that you use company-wide to reinforce that consistency. Again, by using templates that reflect your guidelines as the business leader,  you're sharing your vision and expectations with your team which create cohesion and quality assurance.

Create Processes

Processes allow organizations to flow fluidly and ensure quality control. They also often reveal opportunities to develop ancillary products and services which means more money.

Processes create roadmaps for your team so the guesswork is taken out of how you want--and expect--something to be done. Processes maximize time and ensures consistency within the organization, as well as the customer interface.

Encourage team input on processes as often your staff may have information that can impact the process flow. It's as important for your team to share their knowledge with you and their colleagues as it is for you to share your knowledge with them. Employees often have insight and information that those at the top don't so take the time to listen.

Make a Plan. Set Goals.

Many entrepreneurs "shoot from the hip". They deal with issues as they come up. While that's certainly understandable (especially for young start-ups), it's important to be as clear as possible on your long-term and short-term goals so that your team can align their efforts and assets with those goals.

Setting goals and clarifying the strategies needed to achieve those goals allows for optimal knowledge share. Why? Because when your team is clear about your goals, they can get clear on what is needed to help you achieve those goals. The key is to be clear and specific in your goal setting and to empower your team in helping you achieve those goals.

Create a open platform where you share your knowledge and goals for your business. Then, ask your team how they can help you achieve those goals.

You'll be surprised at the hidden assets, resources and knowledge your team reveals when you give them the opportunity to be a part of your company's success.