Starting a business is exciting and ambiguous – and that’s the fun. It’s a time of possibility, experimentation, imagination, and showing the world what you can do. But, it can also feel slow, frustrating, and full of traps and distractions, leaving potential entrepreneurs to question their self-worth and to wonder why they started in the first place. As a small business coach, I’ll help you cultivate an entrepreneur’s mindset, so you can start and grow your businesses with confidence and step boldly into the role of business owner. Subscribe to get access to weekly tips, small business interviews, and more.
🎯 Who is your business *really* for?
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Hi Reader, If you try to be everything to everyone, you’ll end up being nothing to anyone. The right marketing message speaks directly to your ideal customer. Critically, that means it’s okay – even necessary – for some people to be turned off by it. How do you know who your ideal customer is? Experiment. Test your assumptions. Pay attention to what sticks – and what doesn’t. Ryan Holiday tells a story in The Obstacle Is the Way about an Irish ship captain who mapped all the rocks in a harbor… using the bottom of his boat. Every bump taught him something valuable about the safest path forward. Your marketing will take some trial and error too. It’s not about perfection – it’s about clarity. Each bump is a lesson, helping you refine your message and find your biggest fans. As I shared last week, this is just another pressure test for your business and your ability to adapt. A focused message aimed at your biggest fans doesn’t just strengthen your brand – it sets you apart. Be clear about who you serve, why it matters, and what only you can offer. Until next time, Michael
Michael Schefman | 321 Liftoff Copyright © 2024 by 321 Liftoff LLC |
Michel Schefman, 321 Liftoff
Starting a business is exciting and ambiguous – and that’s the fun. It’s a time of possibility, experimentation, imagination, and showing the world what you can do. But, it can also feel slow, frustrating, and full of traps and distractions, leaving potential entrepreneurs to question their self-worth and to wonder why they started in the first place. As a small business coach, I’ll help you cultivate an entrepreneur’s mindset, so you can start and grow your businesses with confidence and step boldly into the role of business owner. Subscribe to get access to weekly tips, small business interviews, and more.
Hi Reader, Most businesses start here: You’ve got something that works. You’ve found a few customers. Now you want more of them. That’s Market Development: you're trying to sell your existing offer to new people. It's a pretty foundational growth strategy and an ideal place to start because it forces you to really refine the story you're telling. For the month of September, we're focused on strengthening your sales & marketing through storytelling. Each week, I'll offer tips, questions, and...
Hi Reader, At least once a week, usually around dinner time, the doorbell chimes. I glance at my phone, pull up the doorbell camera, and there they are: a salesperson making their rounds. Solar panels, new windows, knives, car detailing — you name it. Most of the time, I ignore them. But when I do engage, the tactics are predictable: quick attempts at trust, appeals to social proof — “we just helped your neighbors save a ton of money.” To me, it feels no different than a spam call, a cold DM,...
Hi Reader, As I transition out of summer mode and back into work mode, I’m using a familiar tool: Start / Stop / Continue. It’s simple. And it works — as long as you’re cool to occasionally look in the mirror, slow down to notice your behavior and energy, thoughtfully critique yourself, and do the hard work of self-improvement. But, hey, who isn’t? 😅 Personally, after time off, I’m always itching to do exercises like these — I can’t wait to recommit to my daily rituals and consider which...