Category Archives for "Entrepreneur"
As an agency, you do hard work...
In other words, you provide real services to help your clients get results in return for a good fee.
Apart from info-product guroos, you're in a very different business. There is higher head cost, more investment (i.e. time, money, and hard work), and there is a maximum cap on how many clients you can serve... that is before sabotaging your lifestyle and the quality of your work.
So while it's great to get more clients, it's equally important for you to recognize the red flags on who NOT to take on.
Here's a few to get started:
1. Cost Only Clients: Clients who view your service as merely a cost, not as value-added, are always a red flag. Keep in mind, you're in the business of providing value. This means your clients are actually purchasing money at a discount by investing in your service, not just a cost to be written off.
2. Hourly Rate Clients: When clients are asking for your hourly rate, they've already shifted their mindset from how much value you can provide to how much work they can squeeze out of you... Does it really matter if you're only spending an hour but you're getting them $10 return for every $1 invested?
3. Know-It-All Clients: Sure, we all need to listen carefully to what our clients want. The goals they want to achieve and the challenges they're facing. But the truth is they came to you because whatever they've been doing doesn't work. No matter how great they make it sound like they're doing right now.
4. Unreasonably Busy Clients: Are they always showing up late, demanding last-minute deadlines, or pushing the boundary line by requesting even more meetings? People who don't respect your time won't respect your work nor you as a person.
5. Needy Clients: One needy client can throw your whole month's schedule off track. No, you don't need to be 24/7/365 on call for your clients. And no, you don't need to give them your cell phone and answer SMS texts at 2 am in the morning. Common, you're a service provider not a nanny.
6. Money Trouble Clients: While financial difficulty may not be your clients' fault, but it's always a big warning sign. Whether it's a shortage of cash-flow or because they want a last minute revision or because they want the upper hand in future negotiation. You should seriously consider firing the clients once and for all.
7. Full of Excuses Clients: Success is rarely the result of one single factor. It's a combination of the product, the strategy, the delivery, the marketing, and the copy altogether. If you realize your clients are giving lame excuses for not providing you with what you need, they're not serious about getting the result and you can forget about getting that testimonial.
8. Just Give Me Clients: You'll definitely run into prospects who ask you, "All I need is XYZ service, don't ask that many questions and just give me the quote." So keep this in mind: You are NOT required to give a quote just because someone asks for one.
(I learned this from my mentor, Lukas Resheske.)
9. No Clue Clients: You've probably had the experience (& headache) talking to clients who have no clue what they're doing - no product, no audience, no niche, no avatar, no testimonial - and they want you to make them rich, overnight. We do marketing, not magic.
10. No Competitor Clients: This one is counter-intuitive. Isn't it good to have no competition? Actually no, because 99% of the time it's not because there isn't any competition but just because your clients have too big an ego and WANT to believe they're super unique. You can't help an ostrich who's plugging its head into the sand.
Now, I guarantee you'll recognize more red flags for your business but this is a good list to start with.
Of course, firing existing clients and turning down potential prospects is hard. One of the methods to make it a lot easier (which in turn makes your life easier) is to understand this:
From time to time, you'll face enemies that are unbeatable...
It could be industry Goliath who has an unlimited resource, or physical limitation to what your product can do, or personal weakness in what you can't do yourself, or rules set by a platform you have no control over...
It's tough (& despairing) when you know you're challenging an enemy that seems impossible to overcome.
So what's next?
Solution: Time to change your point of view.
Last week I was playing catch up for the TV show Elementary. During one episode in Season 5, Sherlock and Watson were threatened at gunpoint to solve an assault case that happened five years ago.
The assault victim died to leave behind a desperate father.
So the victim's father took control of 21 hostages, including Watson, to force Sherlock to work on this cold case (and solving it) before the prosecution deadline 5 years later today.
When Sherlock finally identified the villain, it's 5 minutes past midnight which means the villain walks free.
Later that night, Sherlock re-exam the case and said he's simply admiring the force of time. The one enemy even he could not beat...
Until the next day.
Sherlock discovered that the villain had traveled out of the country to Canada for a hockey game for a period of 27 hours! And according to US law, that 27 hours need to be extended for the 5 years of prosecution deadline.
Justice was served.
Here's a powerful lesson: When in face of a powerful enemy, as unbeatable as time itself, there could still be ways around the challenge to achieve the result you want.
Just like how almost A-L-L challenges in your business could be solved by a marketing approach that might not seem obvious in the first sight.
Anyhoo, enough said and I'll let you watch for yourself:
Owning a business is challenging.
There are infinite problems you'll run into on a daily basis. For example, how to find the right target market, how to create a voice (& brand) that'll resonate with your selected market, how to turn strangers into paying clients, how to avoid bad clients, how to increase your price, how to not suck at your service, etc...
The sky's the limit for new challenges.
While every business is different, there actually does exist a Keymaster to all these problems - including both the ones you're facing right now and the ones you'll run into in the future.
Yeah, the kind of Keymaster you've seen in The Matrix movie who can open literally any door at any time.
So who's the Keymaster?
His name is Mr. Marketing.
Now before you roll your eyes, let me explain. I'm not talking about the old cliche of "get good at your marketing, not your product."
That is total bull and you absolutely need to get good... no, get GREAT... at your product.
But marketing helps with that, too.
With good marketing, you'll get paid well to optimize your product. You'll get actual feedback from ideal clients who care about what you have to offer. You'll have the resource to improve and outspend your competitors so that you can snowball into even more resource...
Marketing done right is like a powerful cheat-code (that's exactly what Keymaster is in the Matrix) that can fix or improve any challenges you're facing.
The only problem is...
Every business needs their own Keymaster. Luckily, you'll find some idea about where you can discover your own here:
Could days ago, I went to watch the Mission Impossible: Fallout.
Good movie worth watching...
So spoiler alert!
Solomon Lane, a cold-blooded psychopath, is probably the most vicious villain in the Mission Impossible history...
At least he was in the previous Mission Impossible: Rogue Nation.
When he's empathyless murdering his way toward the ultimate goal, he's almost unstoppable. But when he failed for the first time, to Ethan Hunt, and got obsessed over getting revenge on one man, he felt more like a whining punk in this movie and failed miserably in disgrace.
That's what happens when you forget about the bigger mission and get bog down with one setback.
When you get obsessed over one prospect, one client, one project, or one bad review, you lose focus to proceed toward the greater mission. You'll end up delegating time, money, and attention toward this one minor setback when it's rarely significant to the final goal.
If Solomon Lane didn't get obsessed over trapping and getting revenge over Ethan, the IMF team would never have enough time to find the two bombs and acquire the designator.
So next time you notice you're stopping short just to rant out on a single prospect or client, you know you too are getting overly obsessed over your Ethan Hunt.
And it's time to stop!
Also, you know who else never get bogged down with minor interference and move persistently toward their goal?
Those who have a system that keeps them focus on their greater mission: http://wuyenhsu.com/apply
2015 was a life-changing year in my life...
I went through 3 surgeries, multiple family members diagnosed with lung cancer, my aunt passed away... All happened during the same year. It's not hard to imagine, I visited the doctor quite a few times that year.
If you ever had the experience of visiting a doctor (if not, lucky you), you'd notice that the doctor is never "fun."
They don't like to joke around and they don't keep you around for chit chat. In fact, they want you in and out asap.
No, this has nothing to do with personality.
There are lots of doctors who can be funny, interesting, and humorous when they're at the bar with a couple beer down... when they're not a "doctor."
But when duty calls, they are the doctor.
You expect them to stand their ground and give you the most professional advice you need to hear. If you have the flu, you wouldn't want your doctor to joke about cancer just to spice things up...nor vice versa.
However, we rarely question their "professionalism" when they're not funny or interesting. We do as we're told.
For example, you don't knock on their door and complain about the office hour. You don't expect them to visit you and you come to them. You don't pretend to be a know-it-all and interfere with their practice when they're diagnosing your condition.
Now this is the same kind of authority you should hold for your own service, regardless of what type of agency you are.
Facebook advertiser, LinkedIn connector, email marketer...
You represent an authority figure with a specific knowledge your prospects don't have. Therefore, you're entrusted with the responsibility to tell the truth...
If it's not the best option, tell them. If it's not a reasonable expectation, speak out. If it's not a manageable deadline, don't appeal.
It's not your responsibility to be "fun" but IT IS your responsibility to guarantee the best service with the best result.
So toughen up and don't be afraid to stand your ground.
P.S. If you want to work together on a project, the first step is a quick, free 30 minutes "Discovery" call: https://wuyenhsu.com/apply
What happens when you step into a quicksand?
The more you struggle, the deeper you sink.
As a human being, we're programmed to struggle, to fight, and to push back under stressful events. When we face challenges or pressure, we resist.
Now look at this through your marketer lenses and you'll notice the same effect taking place on a daily base because this is what most businesses do to stay alive.
When they need more clients, they struggle, fight, and beg for prospects to "give it a try"...
Their prospects can smell the neediness from miles away and they hold up their shield of suspicion.
Result: Even lesser sales, and therefore, harder the struggle.
The secret to getting out of a quicksand alive?
You stay calm, be confident, and elegantly approach your prospects as a figure of authority. You take time to carefully listen to their goals, fears, and challenges... You determine whether or not you're the best, perfect fit to help them achieve their goals.
...And you do all of these EXACTLY THE SAME as you would when you have a waiting list in your pocket. Interesting how the anti-neediness will act in your favor and you'll end up attracting more clients when you're expecting less.
Now it could be hard.
Especially when bills are due, food needs to be put on the table, and your kid's tuition needs to be paid... but you have no clue when the next client will come around.
Enters the Presell Marketing System.
It's a system designed to carry the weight of "finding the next client" so you never have to be needy again. You'll be able to sit back, relax, and be confident that a steady stream of prospects will be lining up for your service.
Too good to be true?
Then you'll have to check it out for yourself:
At the end of Spider-Man: Homecoming, Tony Stark presented a shiny new spider suit and officially invites Peter Parker to join the Avenger team.
Peter turned it down because he just wants to take care of the little guys for now...
It's quite a smart decision.
While Peter has superhuman abilities, he's just a 15-year-old high-school kid. To be honest, he's not mentally ready for the major league yet.
Great power does come with great responsibility. One of that responsibility is to know how to use your power wisely.
This concept is even more crucial in the business world.
Every market is different. Every prospect has a different problem and requires a different solution. No one can be a perfect fit to solve them all.
Understanding how you're the best fit to serve saves both you AND your clients a lot of time, money, and hassle.
Back in the days when I was still an engineering consultant...
Our firm took on any and every possible project, regardless of types and sizes. I often found myself buried in projects that are way over my head.
A project that requires six firms, each with a team of four, to work simultaneously... I'll find myself being the only one assigned to the project.
Tell me this isn't a guaranteed plan for failure?!
So when I started my copywriting service, I've made it my principle to only take on projects that are a perfect fit for me... even if this means focusing on helping the little guys.
I'll say yes to only the ones that I can 100% confidently promise to help them get the best result - or else no project at all.
And your clients should expect no less from you.
P.S. If you want to work together on a project, the first step is a quick, free 30 minutes "Discovery" call: https://wuyenhsu.com/apply