As I look around, our world is overflowing with people launching into home-based businesses and solo-preneurship. They're all chasing the dream of being their own boss, making a living doing what they're passionate about, being free of the chains of a job, being in control of their own future, having more time freedom and flexibility to live their life the way they want, spend more time with their children and "have it all."
I firmly believe the vast majority of these people get into business with the best of intentions. And I also believe most of them are good at what they do and have the ability to help a lot people with their products and services.
Problem is, it takes more than a dream, good intentions, and following your passion to succeed in a home-based business. There's a reason the new business failure rate is clocked at 90+% in the first few years.
There's actually a pretty simple reason the failure rate is so high.
It's because these businesses don't do what a business must do in order to succeed.
What is it that your business must do? Well, one of two things:
(1) It must fill an unmet need
OR
(2) It must provide a new solution to an existing problem.
That means you must provide a unique benefit to a specific audience. Your audience must be highly motivated - they must really want the solution you can provide. And you must be able to present it to them in such a way that they absolutely believe they will get what they want when they buy from you.
The bottom-line is you must have a business and a message that are compelling.
Because here's a clue: If it's not selling ... it's not compelling.
You may not like the results you're getting, but your results do not lie. They are an exact reflection of how well you are communicating your ability to solve your ideal client's problem. Your results are NOT a reflection of whether or not your product or service is any good. They're just a reflection of your audience's ability to see how that product or service can change their life.
It's pretty simple actually. If they think it will help them get what they want, and the value they place on what they want is greater than the cost to buy, they'll buy.
If they question whether it will get them what they want, or the value they place on what they want is NOT greater than the cost to buy, they will NOT buy.
If you're struggling in your business, I encourage you to consider WHAT you're actually selling and what you're talking about in your marketing. It's time to step up from talking about what you do and the features of your product or service. In fact, it's even time to step up from simply listing the benefits. It's time to take it one step further and let people know how you can change their life and help them get what they really want.
I'd like to leave you with one last thought to consider, because it will determine whether or not you'll be able to successfully build this business you've set out to create, AND whether or not you'll actually be able to help all those people you dream about helping...
People do not care about what you do. They care about ONE thing and one thing only, and that is what you can do FOR them.
It's a subtle difference but it's oh, so important.
(C) Copyright 2009 Debbie LaChusa
Debbie LaChusa is the founder and president of DLC Marketing, Inc. and The National Association of Home-Based Business Moms. She is also the author of
The Career-at-Home Mom: Secrets for Earning a Six-Figure Income While Having Time for Your Family. She's a marketing and home-based business coach and international speaker who has shared the stage with celebrity teachers from "The Secret." You can register for Debbie's free special report, "Why Marketing Isn't Enough" and get a complimentary subscription to her ezine, Stepping Up! at http://www.debbielachusa.com
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