Remember that part in star Wars where Luke says "I'll try," and Yoda says, "There is no try, only DO!"
Yoda was talking about commitment, and from my experience that is sorely lacking when people talk about marketing their business. Everyone is trying. Only a few people are doing.
The funny thing is, when we try, we really think we're committed, and when we have an excuse for not doing we think that the excuse equals the doing. "I couldn't get it done because I was busy." How could that possibly equal: "I got it done, even though I was busy."
When someone says they will try, what are they really saying?
They are saying, "I'd really like to do it but I'm not sure I can," or "I want to do it but I'm not sure I can fit it in," or "I'd love to have those results but it looks like a lot of work."
Another way of saying it is that we're reasonable. But if you want to get stuff done, to put your marketing into action, for instance, you need to be unreasonable.
For instance, if I asked you, make a commitment to get a new client within one week, you'd be reasonable. "Well, I'll try, but I have a lot of things on my plate. It might take some time, blah, blah, blah." That's being reasonable.
Okay, change the scenario. You get a call from a stranger. He says, "I just stole your new mercedes. You'll never see it again if you don't get a new client within one week."
Now at this point, only an idiot would be reasonable. Instead, you'd find some way, by hook or by crook, to get that new client. You wouldn't try, you'd make it happen. And it would probably happen in a day or two, not even a week.
You'd be committed.
And when you're committed things happen. Being committed isn't about waiting to be discovered. It isn't about getting everything perfect first. It isn't about overcoming all your doubts and fears before you start. It's not about having the time. It's not about hoping and wishing and praying.
It's about making it happen. Period.
What generates commitment? This is an important question, because if you tell the truth and stop making excuses, you may realize that you're simply not committed. You have very little intention, interest or inspiration to make it happen.
Commitment is generated by a want, a wish, a desire, a longing in your heart to have something. That may be security, or riches, or success, or making a contribution, or anything else. But you've got to know your want.
You want to grow your business and attract more clients.
Okay, fair enough, but why? What's behind that want? What's the deeper want? If you're not in touch with it, then you're just going through the motions. And you're spending a lot of time trying, wondering why getting clients is such a struggle.
Getting clients is not a struggle when you're in touch with that want and your commitment to fulfill that want. Then it's a fun challenge, a game, a problem to be solved. But it's not a burden; it's not awful work. It's exciting and stimulating.
Again, what is your want, your commitment?
Remember when you started your business? You had it then. You could see a possibility - perhaps for financial freedom or the flexibility to work for yourself without a boss hovering over you.
Maybe you realized (as I did when I started my business 24 years ago) that you had a real talent and that if you got to use that talent it would be very fulfilling in many ways. You knew you could make a difference in the world and you got out there with a lot of enthusiasm.
That is until you hit the marketing speed bump. "Nobody told me marketing my services would be this hard. Nobody is interested in what I'm offering. The economy is bad. I'm not a born sales person. Maybe this wasn't such a good idea."
And as we buy into those thoughts, our want and commitment gets buried by limiting thoughts and beliefs. Suddenly business isn't so fun anymore. It's a struggle, a slog. And those riches, where are they? Fulfillment? Not so much.
Start by getting in touch with your original want and your commitment. Tap into the inspiration generated by your want. Remember what it was. Write it down. Talk to people about it. Stop complaining and start acting.
And then start making unreasonable promises: "I WILL get a new client this week." Not, "I will TRY to get a new client."
See what happens; it might surprise you.
The More Clients Bottom Line: Commitment is making things happen, despite the circumstances. You won't always hit your targets, get all your results, or be successful 100% of the time. But with commitment, you're not on the sidelines debating about getting into the game; you're in the game and playing your heart out.
What is your commitment to your business? How does it show up every day? Please share on the More Clients Blog.
WOW - I've been reading your newsletter a long time and this is one of the best. And it doesn't just apply to marketing... this article made me realize that a lot of the unresolved issues in my life are due to a lack of commitment on my part. Thanks!
Posted by: Jim Eaton | November 18, 2008 at 08:33 AM
Hello Robert,
Your post today really struck a cord with me. I have been receiving your sagely advice since I started my business May 2003. I have done very well at times and than less so at other times.
However, I wasn’t feeling like I was playing my fullest game. Something was out of alignment. There was a segment of my ideal client group (committed, competent and inspired women leaders) that was having difficulty accessing my services because they were too expensive. Yet I believed in my work and the field of executive coaching. I didn’t want to devalue the services. So I struggled, whined complained and tried to reach these clients for months… and months. Then one day lighting struck my gray matter and I knew what I needed to do and how I needed to do it.
If I most wanted to serve – then I should serve. If I most wanted to maintain the integrity of the services – then I should simply build that into my services. From May to August of this year I researched, redesigned and launched a new by-donation approach to all of my services. I was ready in advance of the recent financial crisis and have had one of the most exciting, thrilling and thriving falls of my business history! My approach is well designed with frequently asked questions which explain how it works; a story telling my clients what brought me to this approach; and a contract that delivers services specifically to meet their needs.
I am no longer trying to reach these clients – I am serving these clients. On top of that! These clients are generous and I am working from a place of triple abundance – my client’s, the charities I am supporting and my company’s! This approach is not something everyone could or would want to do nor is it right for every client group… but it is right for me, the women leaders I work with and for my company. To learn how the approach works and read my story go to http://www.awomanbehindwomen.ca/bydonation.htm .
Thank you Robert for all that you do and the gifts you bring to others:)
Posted by: Terrill Welch | November 18, 2008 at 06:58 AM