Sometimes when you run your own business, you get stuck. You aren’t even sure why you’re stuck, you just know that you are. It makes it really difficult to try and figure out what kind of help you need because you aren’t quite sure where the problem lies. Sound familiar?
Well here’s an example of a client I worked with and how we got her unstuck.
In January this year I got an email from a lovely lady – Catherine Bowyer - in Australia. Here’s a snippet of what she said:
I have a business in Canberra, Australia where I conduct corporate training and coaching with Government organisations. I also conduct some personal coaching for private clients.
In relation to setting up my personal programs, I'm not really 100% sure of how to progress this. I have the concepts of what I want to do (big picture) and sort of know how they fit together. I get frustrated because I want to be doing everything now, but know I have to take baby steps and focus on one thing at a time.
I have had a website designed, because I felt I had to do something. I am happy with the layout and the look of the site, however I don't think it is very well written and there needs to be so much more done in relation to engaging with clients. I feel pretty overwhelmed thinking about it, because I honestly don't know what I don't know. Funny - I help people get unstuck as part of my business, but find it really hard doing it for myself. So that's where you come in .....
So here’s what we did.
Step 1: Clarity Workbook
Catherine found me as she had downloaded my free Campfire Clarity workbook and she’d completed it. This is a simple way to start getting clarity in your business, so if you need some help and aren’t sure where to start, get the workbook here. We used Catherine's completed workbook as a briefing document for our clarity session.
Step 2: Clarity session
We held a clarity session over skype. This involved a one to two hour call during which we discussed where she was currently at and what she wanted her new business to be. We clarified who her ideal target clients were, what problem they faced and how they felt. Then we looked at the programmes and packages she could offer to solve these problems and how to structure them. We analysed what similar coaches were offering and found her USP to stand out from the competition. Next we looked at the tone of voice she should use on her site and the type of imagery she should have. Lastly we identified issues with her current website and next steps.
What became clear through this process was that there was a mismatch between what she wanted the business to be and what her website reflected. For example:
We decided that Catherine’s USPs are that:
The imagery and words had to capture the excitement, possibility and freedom that women – who she worked with – would feel. I gave her four different imagery approaches to choose from, depending on which resonated most with her.
Step 3: Copy & Canvas
Catherine could have taken the summary document, complete with mini collages of imagery types and reworked her website herself.
But she chose my Copy & Canvas package instead. This involves plotting out a site map, writing all the web copy and creating an image canvas for the entire site. Some people want to have a photo shoot of their own. So for them I give them image types and styles with suggested pictures to include in the shoot to ensure that they reflect the words.
For others who want to buy or use free stock images, I help find those images for them and create a private Pinterest board so that they have them complete with purchase links. My clients can then hand this entire board and all the copy over to a web designer, who can weave their design magic and makeover the site.
Catherine loved the retro images of women who were living happy lives of freedom. She wanted to create a sense of fun and possibility. I felt that she needed to share her own story and her sense of fun and happiness through her site, so I suggested she intersperse plenty of pictures of her in the site.
I wrote the copy based on some of the exact words she’d said in our clarity call. I also took what we’d discussed in our clarity session and helped her shape her packages.
For example, Catherine was confused about how to structure her various offerings. Through the clarity and copywriting process, we created four distinct offerings:
That last one proved our biggest challenge. Catherine wanted to call it The High Heels Connection, because the events would help women ‘step up into success in all aspects of their lives.’ But I wasn’t keen on the name. To me, the high heels bit felt too corporate again. It didn’t say ‘happy’, which is what the rest of the site was trying to achieve.
Catherine suggested ‘Happiness Boutique’, which was a strong contender, but I still didn’t feel that we’d nailed it. I came up with a bunch of different names, with corresponding images and copy to support it. In the end, we both agreed that the Happiness Hive worked, as it gave energy, a buzz and excitement.
By the end of January, Catherine had all of this work done. She handed it over to her web designer to take care of while she focused on her existing corporate clients.
Her site is now live and she is beginning to market it. If you are a woman in the Canberra area or indeed anywhere in the world who needs coaching to live a happier life, do check out her website.
This is what Catherine said at the time about the work I did:
O M G!!! I've just had an initial read through while I'm sitting at the hairdresser and it is looking and sounding AMAZING! You are so talented - taken my garbled messages and woven your magic to make them sound wonderful. I almost cried when I was reading through it - it is really reflecting what my business and I are about. Thank you.
And more recently, this is what she has said about the process:
"Now that I'm several months down the track from the Clarity and Copy and Canvas programs I did with you I can see the real value of your work. Gaining clarity of how everything in my business fits together has catapulted me forward - I bring everything back to 'what is the core message of my business'. I make sure the messages in my marketing, correspondence and even how I speak with people all come back to my core message. You definitely helped me to get unstuck and move forward. Gaining clarity has done more than help me set the direction of my business, it has been freed up my thinking so I can work on the things that really matter. Thanks again for your amazing work! Cxx"
So if you are feeling stuck and want some help moving your business forward, get in touch.