What Business Are You Really In?

For Authors & Consultants

I’m sure many of you are going, “Duh!” I contend you only THINK you know what business you are in. Some of you are half right and some of you are, well, not wrong but you are approaching your business from the wrong direction.

Whether you are in direct sales or are an author, you are in sales. Believe it or not, both groups sell the exact same product: Their message. As an author, it is absolutely mandatory you define your message. If you had to sum up your writing into a category, what would it be? Just what exactly are you writing about? If you can’t define your message, then you need to rethink your business. Your message is the primary product you are offering your customers. Everything else is support material that reinforces your message. For example, my message is Simple Joy. I teach women ways to reduce stress in order to increase the joy in their lives. Everything I do is based on that message. Makes it really easy to decide which book, presentation, article, podcast, etc to produce. A;ll I have to do is ask, “Does it support my message?” If the answer is, “No!” then my response is, “Next!” I don’t waste my time on anything that doesn’t promote and support my message. Even when it comes to the company I run. Everything I do in the company has to support my message, that’s all there is to it.

As for sales consultants, we get so wrapped up in the products we offer that we often forget about the message. What is the message your company is offering your customers? Not certain? Study the promotional material for your company. What points do they focus on? What feelings are they trying to arouse in your customers. Feelings? Yes, we buy based on feelings. Watch commercials on television. Each is working to arouse an emotion in the viewer: safety, comfort, love, humor, even the old stand-by sex. Your company has a message that lies at the heart of everything they do. By learning that message and basing everything YOU do as a consultant for the company, you make your job much easier. You should get twice the response for half the effort because your work is in tandem with the company.

So, authors, work on your message and begin building your business on that message. Consultants, identify your company’s message and create a stronger business for yourself. Remember, the trick is to work smarter, not harder to achieve greater results.