As an entrepreneur, you’ve been advised to tell stories. Specifically, your stories. The idea is to build ties with your audience by sharing common values, interests, or experiences.

A lot of those stories end up like those old Norman Rockwell paintings…evoking warm, fuzzy feelings associated with happy memories.

These stories are told to reach an audience, so they reinforce our beliefs about “what everyone does.” Thanksgiving in the US? The family’s gathered around a table, and someone’s serving a beautifully browned turkey.

We see these stories when the business owner follows the common advice to “start with a story.” The stories become a metaphor for lessons that apply to business.

For instance, a story of weeding a garden leads to advice to prune unnecessary commitments from their business.

But I know a lot of people who don’t have those stories.

They have the kind of families you don’t post about on Facebook. Their families get them out of jury duty.

They don’t have gardens. Some of them kill every plant that comes near them.

They celebrate holidays in unconventional ways. They listen to music or study subjects that appeal to a tightly-niched audience.

They skip Mother’s Day and Father’s Day because they don’t have kids (and secretly prefer dogs).

I don’t identify with all those examples. However, I’ve gotten into trouble when I casually mentioned taking a bus to attend an event. I live in a city and have never enjoyed driving. My readers thought I was too poor to own a car.

That’s one reason I got into storytelling as a copywriting tool (although if you’ve been following me, you know I steer away from origin stories unless you want to show your passion). I wanted to bring the power of storytelling to people who thought they didn’t have a story.

I often work with clients who thought they couldn’t use storytelling because they didn’t have warm-and-fuzzy stories. And I’ve worked with some who really wanted to share their story…but couldn’t explain how it would help their marketing.

“But people like to hear about people who are different,” you could say.

True, but a story that’s extreme can distract from your message.

And it IS true that your story may be perfect for a niche market.

If you’re a prison consultant, your own prison experience will be extremely relevant, if not essential. If you’re targeting clients with a particular health challenge, your own experience could drive your content creation.

But you may be targeting an audience that’s quite different from you.

When that happens, you can ignore all the advice to share your story. You probably won’t open your emails with an anecdote about you and your life.

Instead you can use stories to support your strategy, very specifically.

You can talk about concept stories – stories that explain what you do – and stories about your clients. I talk about these stories in my book, Grow Your Business One Story At a Time.

If you want to work with me on ways to add storytelling to your marketing mix, let’s start with the Strategic Intensive. Often when we find the best story for you to share, you’ll get a stronger message and a lot of clarity on branding..

But in the meantime, forget about following generic advice on using stories. In particular, ignore those who suggest you write up all your stories and then look for ways to apply them.

Strategic storytelling is not one-size-fits-all.

Start with, “What do I want my story to do?”

And you’ll come up with something that’s not just a good story, but a surprising and valuable support for your marketing goals.

Many business owners find themselves drowning in content creation. We don’t just write: we have to come up with ideas on a regular basis.

Like anyone else, I’m always keeping an eye out for ways to be more productive. One suggestion that keeps coming up is, “Start with a big idea and break it up into pieces.”

For instance, I may have a concept of branding for storytelling mistakes. I’d start with an overview – maybe 7 common mistakes. Then you’d see an article on each of the mistakes. So far we’re up to 8 articles.

We could go even further, with a couple of stories to illustrate each mistake. 22 articles!

And so on.

That’s an excellent approach and many people use it successfully. If it’s new to you, definitely give it a try!

My problem is, I find myself staring at the blank page, trying to come up with ideas. Writing up the ideas feels like filling an order…a chore.

So over time, I’ve evolved the bottom-up strategy. I write articles on specific topics that seem interesting and timely. I particularly like writing articles that are generated by a question from a subscriber or a point that’s raised in a forum. (Yes, that’s a hint – please share your questions anytime.)

If you do this, you’ll probably notice themes in your own articles.

For instance, my next course (a work-in-progress), will be presented as a live 90-minute workshop: “Stellar Storytelling.”

If you’ve ever told a story – in writing or in front of a live audience – you know it’s not enough to have a good story. You have to know how to present the story to create an experience for your audience…even if you’re an introvert. (Coming soon – watch my emails!)

While pulling the course together, I began looking through past articles, blog posts, and podcast episodes. It’s like a jigsaw puzzle – taking pieces from my articles and assembling them into a bigger picture. That’s the payoff of a bottom-up approach: seeing new patterns from the scattered pieces.

One tip: When you post articles to your blog, use categories so you’ll easily collect ideas later, when you’re ready to write a book or create a course. Your post may have multiple topics. For instance, I might have a couple of paragraphs about story archetypes and other paragraphs about the qualities of a selling story. I’d use the categories “story archetypes” and “selling stories” if I wanted to recall them later.

Try both these methods – top down and bottom up. You’ll likely gravitate to one or the other as you continue writing.

Speaking of big projects…you may not know I can help you implement your Next Big Thing – a project you’d like to finish in the next 90 days. It might be a course, a website, a product launch, or even a book.

Calculate what you’re losing by not getting the project done (and done well) and then see if it makes sense to work with me. You’ll get no-fluff support with a “get it done” focus. Details here. Feel free to reply to this message with questions.

You’re a small business owner – maybe a solopreneur. You make decisions as you experience changes in your personal and professional world. Timing of events will be especially important because they affect you personally. What happens outside the business will affect what happens inside the business.

Here are 3 examples of situations you may encounter, based on my experiences with clients (and my experience). I tend to be somewhat biased, but I listed the pros and cons for each decision.

You’re about to make a major geographic move.

While you’re packing up, you hear about a business coaching program that sounds just right for you. You admire the coach who’s running the program. The price is right. Should you join?

Pros: You’ll keep some momentum going. Being in a new environment can feel unsettled. You’ll have some continuity as well as something to look forward to.

Cons: When you’re moving you’re often in a state of stress. It’s best not to make decisions at this time.

After you move, you find you’re locked into a part of your life that no longer seems meaningful. You might find new opportunities that you can’t take advantage of, because you’re already committed.

Most importantly. being in a new place will change your mindset. You may be more or less interested in the same things…and you may be ready for something completely new.

BTW, clients who start working with me sometimes announce – after they’ve already hired and paid me – they’re going on vacation. The effect is similar to a move. Their mindset shifts. They lose momentum. They begin noticing new opportunities.

I almost always advise starting a new project the day you embark on a vacation, especially if you’re traveling overseas for 2 weeks or more. I’ve rarely seen these projects end successfully.

You’re about to remodel your website.

You’ve started working with a copywriter and you’re reviewing WordPress themes. You get approached by a large company to take a full-time contractual position for a year, possibly extended to two.

Taking the job will give you credentials, skills, and a platform to grow your business at a future date.
Should you continue to create the website now?

PROS: Your business idea is fresh in your mind. It won’t take too much work to get a website up. If something goes wrong with your job, or the offer falls through, you’ll continue easily. You have momentum going to build your website and your may not have time later, once you’re in the job. If you hire a copywriter and designer later, they’ll be revising, not starting from scratch.

CONS: If you take this job and stay even one year, your website will be out of date. You’ll probably get some new strengths that will change the direction of your business. You could be exposed to a new audience – perhaps a more lucrative opportunity. Your current expenses represent a sunk cost. No need to spend more! Keep your notes and move on.

You’re thinking of starting a big project…but you’re not sure when.

You decide to reach out to some copywriters and designers to “see what’s out there.”
Should you do this now, before you’ve got a timeline?

PROS: You’ll get a sense of what people charge to help you. Sometimes you’ll find a friendly person who will suggest resources that can help you move ahead. You’ll be taking action – at least some action – which tends to generate momentum.

CONS: You’ll get a very general idea of what’s out there, but what you learn won’t be useful later. For instance, my rates and availability may be quite different six months from now, let alone a year from now. If I’m one of the people you call, you’ll be wasting time.

Additionally, people who have time to chat while you’re “looking around” may not be the be best choices for suppliers when the time comes. Busy people won’t spend time unless they’re selling or working with you after you become a client.

Frankly, this is one situation where the “cons” overwhelm the “pros.” When clients ask for a phone call, I want to know if they’ve got a budget and a time frame. If the answer is “no” to both, I suggest booking a consultation to plan their next step.

When you don’t have a plan, and don’t seek help in making a plan, your goal will be achieved in the distant future…if it’s achieved at all.

I’ve always been fascinated by motivation to exercise. That’s probably because I hated all my gym classes in high school and college, but became a card-carrying gym goer sometime in my twenties. A friend met me for lunch in New York. She “forgot” to tell me we were going to take an exercise class first. And after just one class, I was hooked. 

Today I saw an email from Ian Brodie, another Educator Archetype marketer I’ve admired for years. He was asking about researcher Michelle Segar and her message: Don’t try to do something you’ll hate now in order to get longer-term benefits. It won’t work. Find something to enjoy about exercise now.

And that reminded me of a research project I co-authored many years ago. We found that people who exercised for their own gratification (such as feeling good afterwards) stayed with the program; those who wanted to lose ten pounds for a wedding fell by the wayside. I work out for the social component and for pure vanity .

The same principles apply to marketing. If you really detest the ‘one best way” to do something, you’ll get more results when you try the “second best way.” You’ll do it. You won’t resent doing it. There has to be a fun component of the work or the short-term reward.

Many business owners find themselves seeking motivation for content creation – anything from blog posts to sales letters to websites. We all know it’s the most critical part of our marketing but it’s also the most frustrating…and it doesn’t get easier.

One way to make a writing task more enjoyable is to combine it with storytelling. Working on a book? Find a story to open each chapter. Writing an article? See if you can come up with a story that makes the writing easier. Looking for consistency? Start with your story archetype.

You can also create a game. Set up your writing project as a “Dear Abby” advice column or a “two guys” story. 

Ultimately your story has to relate to your business purpose. But sometimes a story can give you inspiration so you find yourself thinking of other stories that seem even more relevant. Or you release the story did its job – you did the writing! – and you don’t need it anymore.

This approach may seem a little too simple or even hokey, but it’s actually a way of warming up your brain. “I used to dread marketing,” one of my clients wrote in a testimonial for the Strategic Intensive session. 

Meanwhile, you can apply the code COACHGUIDE50 to reduce the price of the current course by 50%. Click here to learn more and apply the coupon. Good for just a few more hours this evening.

You’ve probably heard of the 80/20 rule. Eighty percent of your clients will come from 20% of your marketing. The final 20% of effort you add to a project will move the needle from “good” to “great.” 

 In general, one lesson I’ve picked up from people who seem to be successful without putting in long hours: Spend your time on activities that are most likely to generate results. If you generate more leads from Medium than from social media, spend the time with Medium.

It seems simple, but it’s not always easy to put into practice. Often the less productive activities are easier and more fun. I particularly get tempted to create graphics for social media accounts.

When it comes to writing persuasive content, the most productive component is also the most challenging: the headline.

You probably know (in fact you may have read on my website) that 70% of readers will read the headline and skip away before reading the rest of the sales letter. Most copywriters learn early: When the copy isn’t working, tweak the headline. Pro copywriters also spend more time writing the headline than the rest of the copy, because that’s the biggest payoff.

A lot of training programs focus on headline format. We all learn to set up headlines like, “Who else wants…” and “How to get X without giving up Y.”

Those formats are helpful. But the message that gets sent through the templates will be even more important. A headline like “How to weave baskets and still have time for your favorite movie” won’t do much for the readers of my blog, although the formula is well-tested. Even, “Who else wants to hire a copywriter for less than $10,000” will draw attention only from a tight niche.

Another trap emerges when we see a clever headline and think, “That’s what I’d like to write.” Alas, the headline probably worked for a Celebrity archetype. If you’re an Educator or Innovator, you’ll need a different style. In fact, you may do best with a simple “here’s what it is” headline than something over-the-top creative.

In summary –

1 – Spend more time writing the headline than the rest of the page.

2 – Develop your story before you choose your template. 

3 – Make your headline consistent with your story archetype.

ENDING TONIGHT: My course on Headlines with Stories takes a unique approach to writing headlines. Instead of applying templates, you’ll learn how to use storytelling to reach your target market.

Click here to learn more. Through midnight TONIGHT Friday, Feb 11, take an extra $10 off the intro price with coupon code FEB10. You won’t get tips to be “catchy” but you’ll get solid guidance for writing headlines that deliver results.

I’ve been writing my whole life. Most of the time writing comes easily to me. But writing to build an online business is a whole different ball game. Demands get more intense every year. As more people write content, the challenge becomes write more, be persuasive and (most important) have something to say.

So how what do prolific writers do? Three suggestions to start (and reply if you’ve got additional tips):

1 – They keep a log of stories.

Don’t restrict your attention to business stories; a story from your personal life, a movie, or a podcast might turn out to serve your marketing purpose some day.

Pay special attention to stories that arrive in your email inbox. Which of those stories seem to be effective? How are they using those stories: what’s their purpose? Do their stories fit the purpose? What about their brand and story archetype?

2 – They write every day (well, almost).

Stephen King says he writes on his birthday and Christmas, but you can make your own rules and days off. I find if I’ve had a particularly productive day, the next one has to be more easygoing.

Think of each piece you write as something you’ll use at least three times: a blog post, podcast episode, video script and maybe even a part of a book chapter.

Most writers agree, writing doesn’t necessarily get easier as you write more. But you do develop a habit and an ear for “what’s working.”

3 -They’re willing to miss a few shots.
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Star basketball players take a lot of shots…and miss a lot, too. Often you’ll get frustrated with your rough drafts. Many writers (including me) spend more time revising than doing the original writing.

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When you write a lot, you’ll come up with some pieces that fall flat…but you’ll also come up with far more content that works perfectly to serve your purpose. You won’t get all wrapped up in a particular piece or fall in love with a metaphor (always a dangerous idea).

And you’ll develop a thicker skin.

Somebody doesn’t like this one article? No problem. You’ve got a dozen more in your back pocket.

Three resources to help your writing become more productive:
​
Dennis Becker’s guide to being more productive as a writer has been around awhile, and it’s still one of the best. Click here to learn more. ​

Cindy Bidar’s content creation blueprint gives detailed guidance in her usual down-to-earth, step-by-step fashion. Click here. ​
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My course to help you write better blog posts more easily, using storytelling (with Sue Dunlevie). Click here and take 50% off with the code BLOGJAN. You’ll be asked to create a password when you sign up and pay.

As you know, I earn a payment or commission when you buy after clicking through on my links. I try to recommend helpful resources you might not find easily.

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Does this scenario sound familiar. You’ve gotten frustrated with writing content and considered hiring a copywriter.

But then you discover copywriting is one of the most expensive services to outsource.

And you start asking, “I’m new at this business. I can’t pay for top copywriters. Isn’t there some way I can get help with copywriting …without breaking the bank or spending a year learning to become a copywriter?”

Maybe you’ve been up late, working on a sales page that just isn’t coming together. Or the goal “website makeover” has been on your To Do list for the last six months…and you’re still living with the same website that’s not bringing you clients. Maybe you feel a knot in your stomach every time you hear the word “website.”

But you wonder … will a copywriter really do anything for me? Or will I be stuck with yet another headache.

So let’s set the record straight. Why do people hire copywriters? 

A key reason is that copywriters get things done faster. They write all day, every day. They know the short cuts. So if you need that sales letter or website, you’ll be seeing revenue faster when you hire a copywriter.

We’re also able to turn chaos into organized copy.  Every so often a client will show up with just a few vague ideas — nothing on paper, certainly not a draft, maybe a stack of sticky notes with scribbles. Almost always, as we end our first 90-minute consultation, they walk away with a blueprint for a new website, white paper, ebook or even full-size book.

How can I do this? It’s because, like many copywriters, I’ve learned to see patterns. The same principle holds when an art expert looks at a painting or a radiologist looks at an X-ray. When you review something over and over, you know where to look and what’s important. You diagnose quickly.

But there’s no denying, good copywriters don’t come cheap.

So people often ask me, “What do you recommend for newbies and business owners who want to get quality copy at an affordable price?”

That’s not a bad question. Even 7-figure business owners want to get the most value when they hire a copywriter. You absolutely can get great value at affordable prices – if you know what to ask for.

Here’s the way to do it.

 (1) Be very clear about what you want.

If you hire a painter to paint your wall green, you’ll get a green wall. If you look at the wall and say, “It really should be blue,” or, “I’d like a couple of red stripes,” you’ll pay extra. Similarly, when you begin working with a copywriter, you’ll have a project plan. If you expect the copywriter to revise and make changes because you forgot something, you’ll pay more.

Be aware that when you get your first draft, it’s easy to say, “Now that I see something, I realize it wasn’t what I needed.”

When I moved to my new home, I had a wall painted a particular shade of purple. It had looked great on a wall in my former home. But the light here was different. It looked very purple.

I did what I tell my clients to do with their copy. I lived with the wall. I got advice from friends with a knack for decorating. Ultimately, I decided I loved the color. But if I didn’t, I certainly wouldn’t ask the painter for a free do-over. I’d pay.

In my experience, this is the single biggest reason people complain about the cost of copywriting.

(2) Write a road map for your copywriter.

You’ll often get advice to “draft the basic content yourself and then hire someone to edit your copy.”

Editing isn’t the same as copywriting. Without training in copywriting – and some healthy distance from the original challenge – it’s easy to end up with a nicely written piece of content that doesn’t do the job.

A tech company once asked me to revise a white paper they had drafted. I could certainly clean up the grammar and make the document more readable and engaging. I could even add stories.

But editing the white paper wouldn’t lead to more sales.

The document was structured like a textbook presentation. The business owners weren’t thinking about the purpose of the white paper. They wanted to share as much information as possible. They didn’t have a hook that would draw readers – which is important, because a white paper gets written primarily to introduce your audience to what you offer. Your white paper needs to intrigue your audience and then leave them convinced you’re the expert with answers to their problems.

Instead, write a road map for your copywriter. Many copywriters will customize the contents of the road map they request. If you’re not sure, include these sections:

Purpose of Project

Target Audience

Target Audience’s Problem that you solve (or Deep Desire that you fulfill)

At least three success stories (proof that your audience wants what you have, and an understanding of the reasons why)

Any ideas you’d really like to include in the project

Now you’ve given your copywriter some direction, but she’s free to use her expertise to transform your ideas into the most appealing source of content for your audience.

(3) Do the copywriting math.

This is the second biggest complaint I hear from clients who worked with other copywriters. “I wouldn’t pay more than $50 an hour. But I ended up with a bill for $5000.”

The truth is, that client could have gotten his website for $1500-$2500 — but only if he’d insisted on a project-based quote.

First, think of the results you’ll get from the copywriter and the cost you’ll incur to DIY.

Once I had a client who created a program to sell at $997. We couldn’t predict how much she’d ultimately earn. But we knew clients really wanted the results her product could deliver; it was just a matter of convincing them. That’s where the copywriter comes in.

If she sold just two more programs as a result of my copywriting than she would otherwise (a conservative estimate!), she’d break even if she paid me $2000. Anything else would be gravy.

And to sell a $997 program takes a lot of work. She needed to network, hold webinars, answer prospect questions, and generally do a lot of marketing that couldn’t be delegated.

Add up the value of your time. 

If the business owner took the time to write the copy, she’d need a good 20 hours — much more than an experienced copywriter. Even if she paid herself $150 an hour, she’d be paying $3000 for her copy. So as a minimum, she’d budget between $2000 and $5000. She might pay as much as $10K or even $20K to work with a copywriter who had unique expertise.

Of course, she could go to a bidding site and bid $250 or even $500. She might get lucky with a competent copywriter who was strikingly naive about setting prices. She might find someone looking for a portfolio sample in her niche, who was willing to negotiate more flexibly. (I’ve done that with SaaS and finance – but not that low.)

More likely, she’d get copywriting that would turn off her high-end clients. People who pay $997 expect to see quality content.

Copywriting quality doesn’t move along a continuum from “average” to “spectacular.” At the lower end, you’ll get copy that’s so bad, you may actually lose sales.

If you’re new and your budget is really tight, don’t go for the cheap copywriter. Instead, book a few one-to-one sessions with a top copywriter who will coach you to write the copy.

For example, I offer website reviews, which can also be applied to sales letters and even white papers. You submit your content and get a video review. It’s like looking over my shoulder while I comment on your copy. Learn more here. Click here to learn more.

If you’re ready to dive into some serious copy creation, let’s book a 90-minute Power Hour. We’ll look at what you need. We’ll blueprint the project. We’ll start drafting. And you’ll end up with quality content that’s as professional as you are, so you persuade your prospects and convert more lookers to buyers.

Sign up for the 90 minute consultation , mention this article, and I’ll throw in a free website or sales letter review. If you’ve got questions, complete this form and I’ll get back to you: http://CathyGoodwin.com/contact

If you’d like to learn more, download my FREE report –
 3 Big Ways A Copywriter Can Grow Your Small Business  

Recently I was sorting through the results of a reader survey. I asked the question, “What is your biggest marketing challenge?” The answer came back loud and clear: “I am overwhelmed by all the writing I have to do.”

The truth is, Internet marketing means writing.

And whether you’re writing a sales letter, web page, article or information product, you struggle to find time to write. When you finally get a few moments, the phone rings, the dog demands to go out or a friend shows up with a crisis.

Here are 5 steps to end overwhelm and accomplish your Internet marketing goals.

1. Choose a business model that fits your attitude toward writing.

My friend “Ken” absolutely hates to write. Ken shows up on time for every obligation – unless he has to write. He’s extreme: he won’t even write a one-paragraph e-mail message without experiencing pain and agony.

Clue: if you have room in your schedule for every aspect of Internet marketing except writing, you need a new business model.

Typically you can find a way to reach success without forcing yourself to do something you resent.

2. Lose the myth, “Good writing takes time.”

Think of each piece of writing as an email you are writing to a good friend. Combine two or three short emails to make up a single article. Combine a dozen emails and you’re well on the way to writing an ebook.

Here’s the system:

As you get time during the day, dash off an email to yourself. Don’t edit your words yet – just put ideas on paper.

When you’re in a good mood, arm yourself with your favorite beverage. A piece of chocolate is okay, too, if you’re not allergic. A cat in your lap will discourage frequent breaks. Turn on your favorite music.

Now you can begin to revise what you have written. You write first drafts fast, but turn rough ideas into copy while you feel relaxed

3. Lose the Felix and Oscar workstyles.

Remember the Odd Couple? Following their divorces, the excessively tidy Felix moves in with the proudly sloppy Oscar.

Most of us tend to relate to one or the other. If you are a Felix, you keep going over your work, line by line, even word by word. You’re afraid to send anything out till it’s perfect – and that might never happen.

Oscars (I’m one of them) tend to dash off a quick piece and send it off, saying, “Hey, it’s done and it’s out there.”

Felixes avoid writing because it never gets done. Oscars get burned when their mistakes come back to haunt them.

Both need to remember: Most first drafts need to be buried somewhere. Professional writers revise more than they write – and they meet deadlines.

4. Create a system to get into the flow (even when you don’t feel like writing).

Writers often procrastinate because they just can’t get going. They, “Do I know enough to be an authority?” Or “How could anyone care about this idea?”

Three techniques that work for me:

(a) Find one component of your topic – small or large – that gets your juices flowing. Can you get so, excited, angry or frustrated that you want to jump up and down? Use that energy to create a sense of urgency

(b) Create a “fill-in-the-blanks ” template. Write “How to…” five times on a blank sheet of paper. Then complete the phrase. You can do the same with myths, tips or reasons.

(c) Find your writing prop. I listen to certain types of music when I need motivation (George Strait, Vince Gill or Kacey Musgraves currently top my list – this isn’t the time to judge your tastes). Some writers have special hats, boots, or sweaters.

5. Set a daily writing quota.

Many writers admit they dread writing, even after they’ve sold best-sellers and won awards. Successful writers will set a time to write – and they honor this commitment, even when they would rather be digging ditches. Try a time quota (like 15 minutes or an hour) or a word quota (as low as 300 words a day). See what works best for you.

By writing even when you are not in the mood, your confidence grows. You trust yourself to produce writing that works for your purpose every time you sit down at the keyboard. And in my experience, the best web pages, sales letters, and books often emerge when you least feel like writing.

If you’d like my help with your writing, check out the Strategic Intensive Program. We cover a lot and you’ll get opportunities for me to review your content as well.

I also offer copy coaching in several formats. Here’s one option that’s especially helpful when you want ongoing support for getting your writing done while learning new techniques and strategies.

Send me a message if you’ve got questions or want to explore different options.

I had been working with a web designer on and off for the last few years. I found her on Rent-a-Coder when she was willing to do a lot and accept a little.

Alas, I’m not the only one who finds hidden treasure. Now this web designer is juggling more clients than she can handle. And she wants a life, too.

Clients who are corporate executives find similar patterns. “When you’re known as a competent, dedicated professional, you’re on a lot of teams,” one executive said to me.

Being busy comes from adding more projects or committing more time for networking, marketing, and career management.

Many of my clients say, “I don’t know what happened! I used to have time to do everything.”

Well, what happened? Their businesses grew. Their priorities shifted.

But their time management system hasn’t changed since they were still starting out.

When they get snowed under, they consider taking a step back. I’ve had corporate clients ask wistfully, “Can’t I get a lower level, lower stress job?”

Alas, you can’t. Stepping back will add even more stress.

Cutting back on your business often means you slide rapidly into a LOT less business or even NO business.

(1) Recognize that everything takes more time when you get bigger.

Recently I asked “Michelle” to redesign my business card for what seems like the millionth time. “Sure,” she said, “I can do this. Give me a day or two.”

Days passed. No card.

Michelle forgot the rule: as you get busier, you need more time. I’m not her only client this week. She could say, “I need 3 days notice to start a card, 7 business days to schedule a website.”

When you’re busier, you get more queries from prospective clients. You get interruptions from clients with questions. You get invited to be interviewed for talk shows and media programs.

(2) Your time becomes more valuable as your business grows.

I once knew an executive who earned $200,000 a year plus bonuses. One day I asked him, “How was your weekend?”

“I painted my garage door,” he said. “And I mowed the lawn.”

I asked him, “Why don’t you hire a lawn service? Or hire a college kid to mow your lawn for a few bucks?”

He said, “I feel like it’s something I should be doing.”

This “I-can-do-it-all” mentality can kill your revenue growth.

Many people don’t realize how much help CEOs and other top executives get in their everyday life. When Martha Stewart was on trial, journalists raised eyebrows when witnesses revealed her housekeeper, assistants, and others.

But Martha Stewart was doing nothing unusual. Read Claudia Kennedy’s book, Generally Speaking. When she held a top 3-star general post in Washington, the Army assigned a sergeant to cook her meals and care for her home.  

Increasingly businesses have begun using Virtual Assistants to take up the workload. Get started with Upwork or Fiverr if you’re new. If you can pay $50 and up, get recommendations from experienced business owners. 

(3) Guard your time. 

Everybody gets asked to give away the store.

Coaches and consultants often give away half an hour (sometimes a full hour) as a sample for new clients.

But as you get busy, even a get-acquainted call represents an investment of time – an opportunity cost, as accountants say. Often you can offer a paid small sample of your work, such as a single hour or a mini-project.

My system allows clients to deduct the cost of the initial call if they move on to a bigger project. We both win if we achieve the client’s goals in an hour or two.

Don’t want to charge for the first call? Give prospects a task — a series of questions, a mini-project or a special assignment – to complete ahead of time.

Additionally, your website also helps you screen prospective clients. When you invest in creating content for a compelling website, you save hours of your own time down the road.

You can let visitors know who you work with and what you need to get started. My best clients sign me up without a preliminary or “discovery” call.

One option is the “Showcase Interview.” You create a recording of a series of questions designed to help your prospects make an informed decision. They hear your voice and learn your style and philosophy.  

“Bigger is busier”

When you grow, your biggest change will be your mindset. Increasing your revenue 10X doesn’t mean keeping the same business model and growing it year by year. As you reach a certain critical growth level, you’re running a whole different type of business. 

If you’d like to talk about growth strategies, let’s set up a call. My 90-minute Marketing Action Advantage Program can help you be more productive in your marketing, without sacrificing creativity and free time. We can find your story and create your Showcase Interview.