When you first get that strange feeling in your skeetle, which means, “Hey, I’m starting a business,” it usually comes with side portions of passion, awkwardness, fear, and excitement.
Shazam! You’re out of the gate, a bit wobbly, but you’re on the track. And people start to respond! They like you. They like what you’re doing. “Interesting!” people say. “Love it, I’m going to tell everyone I know on Twitter, my blog, Facebook, at the knitting club.” And they do.
In the midst of the hububb, something starts to feel odd. Strange. At first you’re puzzled. Then you’re hurt. Then you’re scared. Then you’re back to being puzzled.
Because as much as they like you and what you’re doing, hardly anyone is putting money down.
Down At Hankins Hardware Store
Before we had kids, I used to have an office supply fetish. I guess I still do. But recently a different part of my personality has snuck up on me: butchness.
I wasn’t raised to do my own home repair, but a long list of baby-proofing tasks, plus the need to move my office out of the play space and into the basement has pushed me into the world of drill bits and sandpaper, grout and screws, saw blades and IdeaPaint. I’m even planning on replacing the upstairs bathroom sink, whose porcelain is cracked due to my very own right foot.
I’ve been enjoying the heck out of it. But here’s the thing–I don’t go to Hankins Hardware to window shop. I go because I need something, like the 120 grit sandpaper to prep the basement office walls.
While 120-grit sandpaper may have it’s own brand of coolness for the right people, I’m not one of them. I just need the sandpaper, because I need a smooth wall. So when I finish writing this, I’m going to walk down there and buy me some.
Let’s Take a Look At the Instant Replay
I am trying to do something. In order to finish it, I need something. So I go get it. Not because the thing itself is cool, but because it will help me get somewhere.
The very butch, solid-looking, uber-competent hardware store clerk that I meet at the hardware store won’t try to convince me that what I really need is to build an addition on the house. Nor will she try to upsell me on some over-hyped sandpaper bonus gift pack.
Is Transformational Work Any Different?
You probably aren’t selling something as commodified as sandpaper. You’re probably offering a type of healing modality, or consulting work, a service that you provide that has a lot more “soft” in it than sandpaper. Love, transformation, that kinda stuff. Just like we do.
It’s really amazing work. I know your work is amazing, because ours is, too, and fair’s fair–we all get our own slice of amazing.
I don’t go into rapture over sandpaper. I’m kinda doubting the hardware clerk does either. But I do go into rapture over spiritual connection and healing the world of business.
And you know what the Sufis say about rapture?
Let’s Not Say “Rapture;” Let’s Say “Drunk”
It’s hard to read Rumi, Hafiz or any other Sufi poets without coming across the drunk-at-the-tavern metaphor. It’s not really about grain alcohol in a paper sack. It’s about how love makes you lose your senses, and you become totally focused on the Beloved. Nothing else matters.
It’s a beautiful state. And it’s somewhat temporary. Meaning that it is possible to integrate it into a state of inclusive awareness, aka “enlightened,” but for most of us we taste it for a moment, or a minute, or maybe even a bit longer before coming back.
While becoming enraptured by Love and the Beloved is deeply nourishing, letting that distract you into becoming enraptured with the coolness of your own work is less so. It’s all the worse because other people, raving fan clients, friends, colleagues, either in wanting to support you or in a genuine excitement about the rapture, cheer you on.
Struggle against your ego here. Let go of the focus on your work. Ask the question: What wall does your client want smooth?
It takes humility, but if you can bring your work down to the level of sandpaper, you can see it a little more clearly. It’s not cool in itself. It’s just a step forward for your client, getting them closer to where ever they want to go.
With a strong personality, or just good hostessing skills, you can attract a following on Twitter, your blog, wherever. But those folks won’t necessarily put their money down unless you’re helping them do what *they* want to do.
Figuring It Out
You may think that the hardware store has an easy time figuring out what to offer, because the projects we customers do are so, well, concrete. But I say the hard work was done before the owners chose to open a hardware store. They decided, first of all, hardware. Then they decided “neighborhood.” Then they decided “home improvement.”
They aren’t trying to do Rejuvenation Hardware, high-end glitz. They aren’t trying to do A-Boy Plumbing, focused entirely on hardware for kitchens and bathrooms.
You may or may not have thought about this before you opened your business. But if no one is buying, it’s time to take a look at what your clients are really trying to get done.
Keys to Figuring It Out
- List Top Five Client Problems
Can you list the top five problems your clients have? Good. Now throw that list out. Make a new list of five problems, only this time write in their own words. How do *they* describe, define, talk about the problem?
- Add to Them the Desired Outcomes
For each problem, can you also define the outcome they are wanting to get to? Not the outcome you want for them, but the outcome they want.
And not just the outcome, but what it will do for their lives. If they get that outcome, what happens for them? If I can make a wall smooth, roll on the primer, and paint that super-cool IdeaPaint on successfully, what happens for me?
Write it out, in their words, as they might describe it.
- Now Put a Package Together
Pull out all the stops. Gather all the different modalities, techniques, information you have, and put it in a (metaphorical) pile in front of you. And ask your heart and the heart of your business, If I wanted to help someone solve one problem and reach the associated desired outcome, what would I need to provide for them? Perhaps you’d need a little of modality A, and two shakes of information B. Topped with a little special sauce C.
Whatever it is, put it all together into a package, and offer it as a solution to problem X in order to reach Desired Outcome Y.
If people are already kinda thinking what you do is interesting or cool, or they already like you, then your business has a lot going for it. Take the next step, see and name the walls they are trying to smooth, and help them with that. I’ll bet you get a few more buyers out of the process.
21 Responses
Beautiful, Mark. Your hardware store is a really useful analogy. All day today I’ll be muttering, “120 grit, they want to smooth the wall”
Mike
“uber-competent hardware store clerk that I meet at the hardware store won’t try to convince me that what I really need is to build an addition on the house. Nor will she try to upsell me on some over-hyped sandpaper bonus gift pack”
I just loved that, Mark!
And I’m glad I’m not the only one who gets vapors at Office Depot! (Must have Pilot .5 mm aqua gel pens NOW!)
Happy Birthday to the boys. Hope it’s a fun-filled day.
Mark, Good article, good reminder: Focus on what “they” want to achieve.
Wish I could take Moneyflow all over again! (And maybe I will someday.)
Happy Birthday to all of you!
Love,
Marti
This article validates the resistance I feel to airy-fairy and kick-butt services alike. As a customer, I don’t *care* about your services, but I do care about what they give me.
I’m thrilled you’re moving to a 1-year model for the OTM course, Mark. The 6-month version was a great experience for me, yet it took longer than that to see results. Way to go!
.-= Jennifer Hofmann´s last blog ..Gone and done it =-.
Ah, two 11/11 boys! Happy B-day!!
I like the way how you pull together the story of your sons, the hardware store and business development. It really boils down to understand potential customers’ needs and wants and putting it out as benefits (not just features) in the marketing, but I enjoyed the way you described it.
Blessings,
Akemi
.-= Akemi – Yes to Me´s last blog ..Darkworkers =-.
Ah, serendipity. I’ve had a similar conversation twice in two days, and then I see this post which describes it all in detail! It’s always the core of any business: how do you solve a problem/need for your customer. Sounds easy, but it can be a real challenge getting to the heart of what your customer really needs.
I am an artist, and I might just think “oh, my customers want art for their walls.” But no, very few people wake up and think to themselves “gosh, I need to pick up some milk, sandpaper, and some art for the livingroom.” So the challenge is, what is their problem that my art can solve.
The quest continues!
.-= Daniel Sroka´s last blog ..how coding my website improves my art =-.
Okay, this is a bit of an aside, but I just had to concur with Judy: Pilot .5 mm aqua gel pens, YES! Gotta’ love those office supply stores.
Yours in writing implements, Alice
I think that I’ve been creating products that I needed when I was unhappy at work. The problem is not everyone else feels the same way. I need to do a better job of understanding what my people need and deliver it.
I’m going to try top 5 problems list right now.
Were you still scared when launching your first product?
.-= Karl Staib – Work Happy Now´s last blog ..Nothing is 100% =-.
Thanks everyone, for coming by even though you knew I wasn’t going to be here until today. We had a fabulous, busy, exhausting, lovely tremendous inspiring celebratory first birthday with the twins.
And now back to work. Thank goodness I love you all so much.
@Michael- You might call that, “true grit.” 😉
@Judy- My office supply fetish hasn’t gone away. But, I’m not always as aware of it these days. I’m sure it will come back.
And when the gel pens came out, I was in heaven.
@Marti- You’ve got everything you need! If you can, keep working it at our new improved Oasis. The community is here to help.
@Jennifer- It’s so true- I don’t care about your services either- even though they totally kick-butt and helped me in tremendous ways- but then, I knew what you would do for me and my office.
I know, that six-month course was a push. I just didn’t believe people would jump into a full-year course. But I was wrong. Thank goodness.
@Akemi- I know. Sometimes I feel like I just keep repeating myself, but finding new and interesting ways to shine the light. I’m glad you liked it so much.
@Daniel- Exactly! In working with other artists on this issue, it often reaches into the higher level needs, on Maslow’s chart. Such as the need for peace, or beauty, or connection to nature, or… depends a lot on the jewel your heart carries and what kind of art you make.
@Alice- Aha! Another office fetish person! We’re coming out of the woodwork!
I don’t know as I really want to know how your right foot cracked the bathroom sink. LOL
Tackling plumbing is brave. Not quite there myself but I’m really expert on replacing shingles on the side of the house. Have also become a fan of wood hardener (who knew there was such a thing?) and not such a fan of wood filler (nasty, nasty stuff).
I love synchronicity. Just this morning I was thinking about writing an article on taking the lessons of selling physical products (so much easier in so many ways) to information and service products.
Not really so different when it comes right down to it….concrete problems with concrete client centered solutions but I think it helps to think about information and services as if they were shoes or cribs or hardware.
.-= Susan Fuller´s last blog ..New Niche Finder on Stats & Tracking =-.
Perfect timing! I am working on a new offering and this really helped me fine tune the marketing and allowed me to double check the content!
Thanks!
.-= Andrea Travillian´s last blog ..More reason to invest today! =-.
@Karl- Right on! And the short answer is: was I still scared when launching my most recent product? Yes. 🙂 Check this out:
The Missing Ingredient Before You Launch
@Susan- Not such an exciting story, but why go into details?
Good synchronicity! I think we’re on the same page there. And having grown up in retail, I’m not sure it’s always easier to sell physical products.
@Andrea- Woo-hoo! I hope it’s a slam-dunk for you.
Very nice ,Your information is a really useful thanks for sharing this information
Mark, what a highly textured post! I went on a sensory journey through sandpaper, concrete and sore foot / cracked porcelain (amongst others).
This is one of my favourite posts so far. And I can see your “keyhole and teaching” very clearly here!
Highly textured, Erin, that’s exactly what I’m going for. 🙂 Thank you!
Mark, I love this post, thank you, but struggle with getting into the customers mind when the business was built so much around my mind. In reaching out to “find” the problems that they are looking for solutions for, I find the noise of my own ideas/thoughts/plans getting in the way.
How do I silence this noise?
Great question, David. Have you tried our Remembrance Challenge?
Thank you, Mark. I have not tried the Remembrance Challenge, but am just signing up now!
Fantastic! I look forward to hearing how it goes, David.
wow i just stumbled across this out of nowhere just as i was ready to throw the towel in on doing art. I have been doing art for several years now and it hasn’t ever really profited me very much at all .I do airbrush , oils , acrylics so i have a wide range of surfaces that i work with .I always get a lot of comments on my airbrushing ,but i have only sold one t shirt and one airbrushed body part out of 4 years now . When i started doing this it was just a relaxing thing i did and right now im looking at keeping it that way . I literally have painted samples in a rainbow of various different topics and colors mediums and so on i always get the same thing great comments people asking can i do this or that , and after i answer yes i can do whatever it is even digital graphic art . I still come up zero . When i say literally i have a done a rainbow of different subjects i mean literally that . From nude to apples in a bowl from mountains to palm trees ponds to rivers faces to folk realistic to cartoon weird abstract to clean portraits .even names to space subjects . Still i get awesome comments many many lookers with not a lot of profit behind it .
With that said maybe its time i do as Jesus told us to do ,if a tree bares no fruit cut it down . Maybe its just time i let this go for good and just do pieces on art paper when i am just doing it for fun .After collecting enough in my studio and need to make room , call out the boys and have a bond fire lol . Seriously though i don’t see this going anywhere so i think i’m ready to cut the tree down .Right now i can only think that i’m not as good at it as i should be in order to do anything with it . I love doing it and any subject matter . But i’m literally at a point where i’m considering shutting down from places like fine art america where i did a test run of three pieces only , because i have tried many sites . The first one i put 25 pieces on and all of which i got great comments on but no return .
I have always heard the term starving artist , at this point im thinking i would rather eat than starve lol. Very hard to get into peoples head from online and figure out what they want . Everyones house is different every personality is different . I keep hearing art schools hitting me up online on those sites frankly if i cant sell what i already have why on earth would i invest 30k in art school ? I’m sure i could use some sharpening of the skills i do have but i have always done some kind of art since i was 5 .I started out drawing and i still do . I draw portraits a lot probably never will stop that i just do my own style and way . kinda what makes me different i guess .
maybe someone can give me some pointers here that are doing ok .