✨Giving customers what they want, not what I want ✨
Happy Sunday Frances
Have you ever made the mistake of trying to sell something you wanted to sell, that no one actually wanted to buy it?
I have. A number of times.
I’d hazard a guess that on your entrepreneurial journey you’re going to have a lot of AHA moments. If you’re anything like me, sometimes you have to make the same mistake in a couple of different ways for those moments to hit home.
Let me illustrate what I mean - two very different mistakes, same lesson:
I was excited to be part of a free training programme at Cass Business School to learn how to strategically develop my start-up to give it the best chance of success.
I had committed to 5 consecutive Saturday mornings in East London and was LOVING this time to not be full-time mummy but actually work on my business, surrounded by other entrepreneurs.
During the course we learned the key reasons that most startups fail. Reason #1 – they don’t solve any problem or address a need in the market.
How do we address this? Turn uncertainty into considered risk. How? We find evidence to confirm that there’s need in the market for your business.
Was I addressing a market need?
The answer: kind of yes … kind of no, not really.
In 2019 the mission of AMotherBrand was the same: to help more mothers build businesses they love that work around their families & thrive.
So far, so good, all my market research said there was a need for this sort of support. ☑️
However... it also revealed that they wanted targeted, trust-worthy training. Was I intending to provide this? Err, no. ❌
At this stage, my intention was to build a free platform that featured a searchable directory, was powered by advertising revenue and offered useful curated articles. I didn’t know how I could curate training, so none was planned.
What was the big lesson I was learned here?
*I was focusing on what I wanted to provide, rather than what my audience actually said they wanted or needed. I also had the wrong business model, which was holding me back.*
October 2019 I discovered that the correct business model for AMotherBrand was a Membership site. Suddenly everything was possible.
April 2020 I joined TRIBE, the world’s leading training on how to create a Membership site and I learned how to make it all happen. AMotherBrand as we know it, with targeted expert-led training, was brought into being. 🙌
Mistake #2 – (STILL THE SAME MISTAKE – DIFFERENT GUISE)
I co-created a course with a brilliant expert with complementary skills. Neither of us had ever created a course before. We hired someone to create a sales page for us, but the resulting page was vanilla. It didn’t speak at all to the life-changing training we were excited to share with people.
I decided to rewrite the whole thing myself. I searched for guidance.
Life changing lesson I learned?
*Write the sales page first, work out what your audience really wants, then create it.*
Don’t create a course based on what you want to teach and then try to sell it. Provide what your audience actually needs and will buy. Obvious really.
I rewrote the sales page (it’s now kick-ass) and then we re-wrote the course.
Here was the same mistake and the same lesson again: Give the market want it wants & needs, not what you want to give it.
Intuition versus market research
I sometimes hear entrepreneurs talking about building businesses based on ‘intuition’ alone and although I believe we should trust our inner ‘knowing’ and go with our gut, I also believe it’s essential to do thorough market research. Market research reduces our risks by showing us that we’ve got an audience who’s willing and excited to invest in it our product or service as soon as it’s ready.
Are your products and services based on what the market wants, or what you want to give them?
I highly recommend you invest some time talking to your ideal customer and finding out what they really want and need.This is so key. I’ve got a module on it in my upcoming course, Passion, Purpose & Profit. No matter what type of business you’ve got, you’ve got to make sure you’re investing your time and energy in something that people will buy.
* Have you made the same mistake as me in the past? * Or had to make the same mistake a number of times, before you really got the message?
HIt reply and let me know, I'd love to hear ❤️
Easter holiday biz school
The AMotherBrand free facebook group 'Supporting Mums To Thrive In Business' has a library of over 30 incredible expert-led webinars - covering everything from building your website to creating an abundance mindset. Join here.
These webinars are SO good, I'd love everyone to benefit from them. On April 16th Facebook is stopping the Watch Party facility, so I'm going to do an Easter hols biz school Watch Party Biz School - a few select gems each week over the next three weeks. Come join us!
Watch parties next week: Monday 29th March at 10am: Find Your Brand Heart with Ruth Perrin
What is your Brand Heart?
Do you know the key components of a good brand?
Are you crystal clear on the who, what & whys of your business?
Do you know who 'your' people are and how you should be talking to them? No matter if you're starting out or you've been in business for a while, your brand heart should lead everything you do. In this upcoming webinar Designer, Copywriter & Strategist, Ruth Perrin, will share with us:
✨ Why makes up a good brand, why it's so important and how all the components fit together
✨How to get super focused on your who, what & why ✨How to get really clear on who your ideal customer is
Wednesday 31st March at 10.30am: Release Limiting Beliefs with Helen Bullen
* Do you feel frustrated that your business isn’t where you want it to be?
* Do you sometimes lack confidence?
* Do you feel overwhelmed?
* Do you wish you could achieve more?
In this webinar, awesome entrepreneur and no-nonsense Business Mentor, Helen Bullen helps you release any limiting beliefs and commit to achieve. Using her 5 Commit To Achieve Principles, Helen helps business owners commit to take the action they need to take, to get the success they want.
Have a great week run up to Easter & stay well,
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