3 Mistakes to Avoid as a New Business Owner (and what to do instead!)
Disclosure: This post contains affiliate links, meaning I get a small commission if you make a purchase through my links, at no cost to you. However, I only recommend products I use and love.
Are you starting a business, or dreaming of staring a business this year? Congratulations! That is such an exciting first step! I started this business 7 years ago, and I’ve never looked back. Today I’m going to share with you 3 things I wish someone had told me before I started, back in 2015.
Mistake #1: Offering too many Options / Services / Packages
Do you feel like you are constantly bombarded with too much.. everything?!?.. too many options, too many notifications, and wayyy too much… CONTENT?!
ME TOO! And I freaking hate it.
It’s like going to a restaurant that has 52,000 items on the menu. How are you supposed to CHOOSE just one thing for dinner?!
THE SOLUTION: DO THIS INSTEAD
Let’s avoid making that same mistake in our business. It is so much easier to sell your services or products when you offer only a handful of great, high value options. Not to mention it will save you the headache of remembering a billion things, which makes it easier for you to sell with confidence!
How many options is too many options? Only you can answer that. My advice is to write them down, then figure out if any options are similar enough to be combined into one. (Create some add-ons if you need to.)
To use myself as an example, I offer 3 ways to work with me: private coaching, packages, and VIP Days.
Within my packages, there are 5 straight-forward options — which covers all my services, from digital marketing to branding and website design & build.
Mistake #2: Using a DIY / Pre-made Logo
I completely empathize that most of us don’t have a ton of money set aside when we are first starting a new business. I sure didn’t! For that reason, it can be VERY tempting to hold off on investing in professional branding until your business is making money.
Here’s the problem. I cannot tell you how many times a business owner has come to me and said “I don’t like my logo, it’s just something I picked out from Canva when I started my business.. but now I don’t want to change it too much, or my loyal clients won’t recognize my brand / storefront / instagram page / website / [the list goes on.]
Yikes! In these situations, usually what ends up happening is.. I design a refreshed, slightly improved (think facelift) version of whatever the client was using before. While this solution is OK, it’s less than ideal!
Other problems that often arise from using a Canva or DIY logo are…
• Other businesses are most likely using it as well, which can cause confusion (Do you really want to risk being mixed up with Becky, who has a bunch of 2 star Yelp reviews?! I didn’t think so!!)
• It may look unprofessional — which will in turn make YOU look unprofessional
• It may not appeal to your dream clients. When you’re picking from what’s available for free online, you take away the opportunity to create something intentional, that will catch the eye of the people who need your offering the most!
THE SOLUTION: DO THIS INSTEAD
A visual brand identity (this refers to the logo, color palette, brand fonts, and more) should only be done AFTER developing a solid brand strategy. The underlying strategy — which is rooted in your mission, brand values, target audience and more — will guide all future messaging and design decisions. This way your brand is so much more than some pretty visuals… it’s more like a living entity with a spirit, a heart, a personality and a voice.
This is why it’s so important to work with a professional brand strategist and designer (like me), who can guide you through this process, to ensure that the way your brand shows up online is a reflection of how awesome your business actually is, on the inside.
Did I lose you there? Imagine you are building a house. You wouldn’t pick out paint colors for the interior walls before deciding what architectural style the home will be, right? And let’s take it a step further.. couldn’t you build an even better home, if you knew exactly who was going to live there, and what their lifestyle and interests are? Yes ma’am you could!
Babes on a budget, don’t worry.. if you can’t afford to work with a branding pro just yet, I still have an option for you. I recommend picking out a simple, easy to read font (NOT TOO TRENDY!) and use that in place of a logo for the time being, until you’re ready to make the investment in professional branding. That way, there won’t be a logo for your clients to get used to… and when you’re ready to work with a pro to develop your official branding, you’ll have the flexibility to do whatever you want—rather than being married to some slightly-improved variation of your DIY/Canva logo. And when you are ready to make the investment, let’s talk. :)
For example…
Mistake #3: Trying to appeal to everyone
I think it’s natural when you’re first starting out as a new business owner to feel like the best approach is to try to get anyone and everyone to be your customer. I know I did! Here’s the problem..
When you aim to attract everyone, you attract no one. I did not come up with that concept, but it couldn’t be more true.
When I’m checking out a business for the first time, and I see that their messaging and images are generic and targeted at everyone.. by “everyone” I mean all ages, genders, and industries.. I am immediately turned off. Why? Because I make an instant assumption that this business has not figured out who THEY are.. that they are confused about what their speciality is, they don’t know who they serve.. in trying to attract everyone, they are attracting nobody.
THE SOLUTION: DO THIS INSTEAD
These days, there is a literally a niche for everything.. and one of the best things you can do as a small business owner is to figure out your niche, get super specific on who those Dream Clients are that you want to serve, and keep them front of mind in all your messaging. They become the foundation of all your business decisions, from the names you gives your products or services, to how you market your brand.
Why? Because once you’ve defined what your niche is, you can position yourself as an expert in your category. All of your messaging, from your About Page to your product names, to your email newsletters to your Instagram posts.. should be speaking directly to this Dream Client.
This way, when your Dream Client finds you online, she will see that you are speaking directly to her.. and she will be sure that you are the perfect and maybe even the only option for her. It will seem like a miracle that she checks every single box of the type of person you specialize in serving. It will feel serendipitous and be super exciting for both parties when you begin communicating. Yay!
By niching down, you eliminate your competition. People who fit the box of your dream client will see how perfect you are for them and they will only want to work with you. Your pricing becomes a non-factor, because no one else will get them the way you do. Keep in mind there are hundreds if not thousands or even millions of them out there, even if your niche is as specific as mine, which is Established Female Millennial Entrepreneurs.
If you’re worried that this strategy will deter some quality leads, don’t be. As long as your brand is cohesive, your offerings are clear, and your messaging is strong, you will still attract people that don’t fit exactly into the mold of your Dream Client.
How can you figure out who your Dream Client is? I have a whole separate blog post about that. Click here to read it now.
Are you making any of these mistakes in your business? Tell me about it and ask questions below in the comments section! I am always happy to offer basic advice. :)
Until next time,
Gretchen
Are you sick to death of...
- Feeling like a hamster in a wheel, chasing the latest social media trends?
- Trying (unsuccessfully) to "beat the algorithm" so your social media posts get seen?
- Posting on social media regularly, but not seeing much engagement, or any real increase in profits?
- Knowing you have amazing services and/or products to offer, but struggling to be seen online and getting crickets when you do reach out?
Girl, we need to talk.
Chances are, there's a lot you're doing wrong. I know because I was stuck there for a long time, too. But don't worry, I'm here to help you!
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