The WHO and WHAT of Your Business

Many business owners want to believe that they can help anybody. The truth is they can’t, you can’t, I can’t. In order to be successful in your business you have to be very clear about your WHO and your WHAT. Simply put, your WHO is the people you are helping, your WHAT is the problem you help them solve. Your clarity on the WHO WHAT is absolutely essential to the well being of your business. When you know your WHO WHAT:
q Your marketing is focused on the right crowd of receptive people who need your services,
q You can talk about what you do with ease and clarity,
q You sound interesting and intriguing when you tell people what you do,
q You feel good about what you provide,
q You are attractive to new customers,
q You make much more money.
The WHO is a slice of the general audience out there with specific demographic and psychographics characteristics. Demographic characteristics are things like age, gender, income, profession, net worth, health status, marital status, anything that you can observe about a person and use it to identify them. Psychographic characteristics, on the other hand, are their beliefs or feelings that are not directly observable, but that characterize them as people, for example: are spiritual, like children, like nature, like reading self-help books. The reason you want to identify both their demo- and psychographics is that that will give you a fuller picture of your perfect client and connect you with their energy better when you are marketing to them.
For example, I identify my perfect clients as: Adults 25 to 55 years old, business owners or people ready to start a business (demographics), want to make a difference in the world and in their lives (psychographic).
The WHAT is the problem they recognize that they have and are willing to solve it. It’s very important to understand the problem from their own point of view. To help you identify it, here is a list of seven basic needs people have and want to satisfy:
a. Money (make more money, have more money, financial stability, get out of debt…)
b. Peace of Mind (happier, more enjoyable life, fulfillment, living with purpose…)
c. Health/Wellness (being healthier, more fit, losing weight, having more energy…)
d. Career/Business (starting a business, changing jobs…)
e. Love (finding a partner, having better relationship with a partner, improving relationships with family and friends…)
f. Time (having more time, more balance, more freedom, less stress…)

Decide on the most important need your services satisfy. This need represents your WHAT.

I encourage you to start thinking about your business in terms of your WHO and WHAT. Start taking notice of what kind of clients you attract, what client characteristics make them desirable for your business, what is their perception of the problem they come to you with. Your business will thank you.

To get to the heart of your WHO WHAT, request a FREE WHO and WHAT Questionnaire. To access it, go to: http://yourbusinessevolved.com/Resources/WhoWhatRequest.html

Your Greatest Gift Is Also Your Greatest Need

Here is a deep spiritual truth I learned: The most precious gift you want to give your clients through your services and products is also your own biggest need. When I first heard it, it sounded contradictory to me. How can I give away something I need myself? Yet, at the same time I could feel a deep and important truth of it. It was one of these truths you feel more in your heart or stomach than you comprehend through your mind. The mind makes sense of it later.

The first time I heard it, I smiled and sighed with relief. I have already come to know my gift, my essence energy; I knew that what I wanted to give to the world, was something that, in my humble opinion, it desperately needed. Through my work I wanted to wake my clients up to the reality of them being enough for any endeavor they dream of. I wanted them to feel spiritually and physically connected to and supported by the Universe, because when you feel like this, you know you are enough.

And here is the thing: this feeling of being enough and that deep connection to the world has been a struggle in my life. I came to understand it only after so many low moments in my life and business. Once I saw it I worked on it. My need to reconnect with the world and to feel absolutely enough took me on a journey through a 12-step program, a metaphysically inspired church, Buddhist meditation practice, countless self-help and spiritual books, seminars, conversations. And let me tell you, the work isn’t over yet.

So how in the world could you give someone something that you don’t feel you fully own yet? Something that you might not be a born expert on? Well, here it is: You are an expert on it because you have a first-hand, intimate knowledge of the problem, you know the pain of being without it and you have had at least glimpses of the joy of being with it.

You may find yourself being able to give this gift more generously to your clients than to yourself. But remember, my friend, that by giving it to others you give it to yourself too. This is how we all interlace and connect in this wonderful Universe.

Think of your greatest gifts that you want to give through your work and see if the same is true for you. If you need support in defining your greatest gift, you may refer to Name Your Essence Exercise. You can access it at: http://yourbusinessevolved.com/Resources/EssenceEnergyRequest.html