Ep. #56: The ONE Thing That’s Guaranteed to Grow Your Business

What does every business need? An effective offer. If you have this, you’re on your way. If you don’t have an effective offer, you don’t have a business, because you won’t have customers or revenue. Effective offers are critical, but many entrepreneurs have a hard time developing them, and often they’re reluctant to deliver them. Listen to this episode to find out why this happens, and what the solution is. https://richandthin.com/56.

TRANSCRIPT:

Welcome to Rich & Thin™ Radio, the only podcast that helps you earn more and weigh less. I’m Kelly Hollingsworth and if getting more bank with less bulk is what you want, I’m glad you’re here because I want it, too, and in this show we talk about how to make that happen.

The topic for this week is what moves the needle. Today we’re going to talk about the one thing that’s guaranteed to raise your business revenue, and in our second episode this week, we’re going to discuss the one thing that’s guaranteed to take weight off of your body.

The reason I want to talk about this is that too many of us are doing things that don’t move the needle at all. In fact, we are staying incredibly busy doing things that don’t move the needle at all.

A couple of years ago I worked with two women who were partners in a start-up venture and we got on a coaching call and they were telling me how busy they’d been. They had 90 or 100 items on their to-do lists, but they weren’t doing a single thing out of all those items that would actually lead to money coming in the door. So it’s critical, if you want to earn more in your business, to step out of busy-ness and get down to business.

And getting down to business means doing the one thing that’s guaranteed to raise your revenue. If you’re struggling in your business, I can promise that you are largely or perhaps completely ignoring this one thing, and when you change it, everything changes.

The ONE thing that’s guaranteed to raise your revenue: Making Effective Offers

What is this one thing? If you want to move the needle in your business, you must make effective offers.

What is an effective offer? It’s an offer to help someone that has better than a snowball’s chance in hell of them taking you up on that offer. It’s an offer that someone will hear, and they’ll think, “Yes. That is exactly what I need. Sign me up.”

If you have an effective offer, you have a business. An effective offer is the gateway drug to entrepreneurship, and like all gateway drugs, it’s addictive. The more effective offers you make, the more you want to make them, because once you know what an effective offer feels like, you just want to keep making them. The cha-ching of delighted customers saying, “Yes! Sign me up!” (and all that money coming in) has an amazing dopamine effect on your brain just as it has an amazing profitability effect on your business.

What happens if you don’t have an effective offer? If you do not have an effective offer, you have nothing, because no matter what else you have built—websites, programs, marketing materials, what have you–there is no business because there are no customers and there are no revenues.

Making an effective offer is so important that it encompasses three of the four steps in the universal,  very simple and devastatingly effective business plan that I teach to all of my clients. First you figure out what it is you’re offering. Then you distill that into an effective message, that’s step two. Step three is you go out and deliver the message. So the first three steps are all about the offer—what it is, how you describe it, and how do you deliver the message. Step four in every successful business is you simply do the transaction. You collect the money in exchange for the good or service that you’re selling.

That is how simple business is. Everyone wants to make it so complicated, but it is just that easy and it works. No one has to be convinced to solve their problems. If you are the person with an effective offer, that means you are the person offering the solution to your customers’ problems, and they will hire you every single time.

So now the question is, why are so few of us out there making effective offers?

If you know the answer, say it with me. If you’re not making effective offers, it’s because of weight. Spoiler alert, in this show, if we’re asking what the problem is, weight is always the answer because weight is always the problem. And, no surprise here, each of the four types of weight are implicated. We went over these in episode one—they are emotional, logistical, mental, and physical weight. So now let’s look at each of these briefly so we can all see how they prevent us from making effective offers.

Emotional Weight Squashes Your Ability to Make offers

Emotional weight is one type of wealth-killing weight this show is intended to conquer, and it looms large in the problem of not making offers.

Recently I was working with a client who has an amazing offer that she’s not yet delivering to the marketplace, she was instead actively taking steps to avoid delivering the offer, and what was the reason for that?

Emotional weight. Doubt. Fear. Disbelief. All of these are emotions that prevent us from delivering a message. Sometimes we fear the negative emotional consequences so much that we can’t even see the message. It’s right there, right in front of our faces, but the thought of actually communicating that message to another person and suffering the perceived negative emotional fallout is so frightening that our brains get all foggy and we literally feel very confused about what to say. At least a couple of times a week, I’ll be working with a client on why they’re not making offers, and they say, “What is the message again?” They’ve temporarily forgotten what their offer is, even though they actually know what it is. It’s distilled. It’s clear as a bell. We’ve gone over it multiple times. But when emotions are high, clarity is low, because the fog of confusion rolls in on top of all of the other unproductive emotions.

So emotional management is key. If you have fear, doubt, disbelief, if you’re feeling unconfident, then you won’t deliver your message. You might not even remember what it is.

Logistical Weight Squashes Your Ability to Make Offers

Another type of weight that prevents us from delivering our message to the marketplace is logistical weight. The thinking here is that there is too much to do, not enough time to do it, so there’s just no way I can find the time to make these offers, and that’s just fine because even if I make these offers, there’s no way I can possibly find the time to fulfill them.

Logistical weight comes in many forms. It’s the kids and their homework. Here it’s the thought, I have to help them with their work. I can’t possibly do my own. Or it’s the weekend, and what will my significant other think if I’m not 100% available 100% of the time? Never mind that they are often at a sporting event or shopping or working or doing whatever it is that they like to do. Logistical weight is also an employer who might be upset if they learn that we have a side hustle. Never mind that the employer didn’t bother to get a contract restricting our other money-making endeavors. Even in the absence of such a contract, logistical weight has us writing that contract into existence in our own brains, and the contract we write in our brains is in the employer’s favor, not ours.

So here what I’d like to suggest is that if you truly enjoy doing the things that prevent you from making offers, if they’re more of a priority, and if those activities are just fantastic for you, and you haven’t unnecessarily expanded them to eat up time that could be spent on your business, then there isn’t a problem.

But mostly, we have unnecessarily inflated the amount of time we spend on these things, and they’re not fantastic for us, and we’re very unhappy that they are preventing us from making offers, and when that’s the case, what we have is logistical weight, and the  reason we create logistical weight, is because we’re trying to avoid feeling something that you don’t want to feel. In this respect, logistical weight is a form of buffering. It’s just like overeating or overdrinking or over-anything. We do it because we’re afraid to get out there and make offers, so we do things like sign up to do frosting calligraphy on the cupcakes for the school’s monthly bake sale. Logistical weight is a readily accepted form of business sabotage. Few people will fault you for it, but you know it’s there if you wake up at night and you’re lying there in the dark with a dreaded feeling that your life’s purpose is drifting further and further away from you on a sea of inconsequential, time-consuming and purposeless busy-ness. None of this busy-ness moves you forward, and here I’m not just talking financially. The tasks that make up logistical weight can feel so dull and stultifying that they threaten to turn your brain to mush. They don’t challenge you. They feel safe and comfortable, and not in a good way. They feel safe and comfortable in a soul-crushing way.

Mental Weight Squashes Your Ability to Make Offers

And then there’s mental weight. Recall from episode one, mental weight is the weight of your identity. It’s the way you view yourself. It’s the characteristics that aren’t serving you that you chalk up to your “personality.”

You know you’re suffering from mental weight if you think, “There’s no way I could make offers. I’m just not a salesperson. That’s just not me.”

And what do we mean when we say this, that it’s “just not me?” If you are not out there making offers that really move the needle in your business, it’s because you’re attaching something, some meaning, to those offers that is in conflict with your current view of yourself. Many clients don’t want to make offers because they don’t want to seem pushy or overbearing. Or they don’t want to seem manipulative, like sleazy salespeople.

And what they don’t realize is that it’s possible to be yourself, completely yourself and in fact the best version of yourself, while you’re making an effective offer. In fact, making an effective offer demands that you are the best version of yourself, because if you’re feeling manipulative or pushy or sleazy or overbearing, it’s because you’re thinking thoughts—very unproductive, sales-killing thoughts—that are generating those feelings for you. The act of selling, the act of making an offer, is just a circumstance. It’s neutral like all circumstances. It’s your thoughts about that process of selling that cause you to feel these unproductive emotions, and those thoughts and emotions are fatal, because we are all highly attuned to what the people around us are thinking and feeling.

So if you’re feeling overbearing and pushy or manipulative or sleazy, your prospects will feel it, too, and your offers, if you ever get up the nerve to make them, will fall flat, and you’ll probably stop making them in short order.

What’s the solution to all of this? Causal coaching. If you want to be effective in making offers, you have to clear up all of this mental, logistical, and emotional weight that’s weighing you down. This is something I can help you with, so if you’re are not making offers in your business, get in touch with me immediately. kelly@richandthin.com. We can set up a time to chat and see if there’s a fit.

Physical Weight Squashes Your Ability to Make Offers

The last thing I want to say today is that this episode wouldn’t be nearly complete if we didn’t discuss physical weight and its negative impact on making offers.

So many people, particularly women, say, “I have to lose this weight before I can go out and talk to anyone.” I know I’ve been there.

Earlier today I was watching a documentary about financial excess in America, I think it’s called Generation Wealth. I take issue with the name of this show, because what they’re discussing in that show isn’t actually wealth. It’s actually a feeling of scarcity that people misguidedly think they can fill with money or other substances, whereas true wealth is a feeling of having enough of everything so you’re not out in the world doing damaging, stupid, or illegal things in the quest for more cash that you don’t actually need.

But one interesting point made in that documentary was the extreme measures that financially successful women must take to achieve that financial success. One female hedge fund executive was profiled for the extreme lengths she goes to maintaining her physical appearance, and she basically said, everyone wants to work with people who are physically attractive. The basic idea is that the way she looks matters very much to her career and her income.

This is fascinating to me, and it’s something I’m going to cover in the body episode coming up on Thursday, because here’s the interesting thing: the one thing that moves the needle in your business is making offers, and the one thing that moves the needle with your weight loss is avoiding stress, all kinds of stress—the stress that overeating puts on your body, the stress of excessive exercise or work pressure that causes cortisol to surge and that makes you want to dive into the Ben & Jerry’s every night. So the question I want to answer on Thursday is, how do you make offers and move the needle on your business, something that most people find especially stressful, without creating a bunch of stress that causes your body to hang on to excess weight?

I hope you join me for that episode,, and I want to thank you for being here today, and I want to remind you that if you want to be in the drawing to win a copy of A Star is Born on February 24th, don’t forget to leave a review of the podcast in Apple podcasts/iTunes and email a copy of the review to me. kelly@richandthin.com. I’m giving one DVD of the movie out for every Oscar the movie wins on February 23rd.  These are the 2019 Academy Awards, and I don’t want you to miss out on that. So if you want to be in the drawing, definitely post a review and email it to me, and thanks for being here today. I look forward to talking with you next time.

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