Tip 9: Do You Have a Business or a Hobby?
Assess Your Business Mindset
Do you have a business or a hobby? Read through the following definitions to determine where you are at present in the development of your business. Do you have a viable, sustainable business, or do you have a hobby that is earning you a little money?
- Do you have a business plan?
- Have you set goals for your business?
- Do you have a plan or road map for how to achieve your goals?
- What actions have you taken to achieve your goals?
Definitions / Concepts:
Mindset: a fixed mental attitude or disposition that predetermines a person's responses to and interpretations of situations.
Business: an organized venture that aims to alleviate an actual, conscious, real-world problem for a real set of people in a commercially viable way.
Hobby: a venture, activity or interest pursued for one’s own pleasure or passion.
Entrepreneur Mindset: a mental attitude or disposition that values freedom, personal control. A person with this mindset has a strong desire to create opportunities, has a high tolerance for risk, and is predominantly characterized by perseverance.
Employee Mindset: a mental attitude or disposition that values safety, security and certainty. A person with this mindset prefers to find opportunities already created, has a lower tolerance for risk, and is predominantly characterized by a desire for security, safety, and a reliable system.
Specific Audience: Your Specific Audience is the clearly defined, select group of individuals you will focus on helping and being of service to.
Specific Problem: Your specific problem is the clearly defined, specifically determined problem or set of problems you solve for your specific audience.
Principle #1 Perspective: Where your focus is? Is it on yourself, or on the people you want to serve in your business? You need to shift your perspective away from yourself and on to your clients.
Most Massage Therapists are super excited about the products and services they are provide. They will enthusiastically talk about all of the skills and techniques they know, to anyone who will listen. This is totally understandable. Unfortunately, it is also very detrimental to the growth of their business.
Why? Their perspective is too heavily focused on WHAT they are providing or offering, as opposed to WHOM they are creating it for!
People you are trying to help don’t care about the features of what you provide, or how you provide it. What they really want to know is, “Can you solve a problem that I am facing in my life?” Can you help to alleviate my pain and stress?
Simply put, you must shift your FOCUS from what you are offering to WHOM you are helping. Your perspective must be centered on the people you are trying to help. That is, you must stay focused on them – and what problems they have .
A great way to shift your perspective from what you are creating, to whom you are creating it for is to ask yourself the following questions.
1) WHO is my business trying to help specifically? (Specific Audience)
2) What PROBLEM do these people have that I can solve? (Specific Problem)
Do Market Research. Research is the practice of gathering existing or new information in order to enhance one's knowledge of a specific area. Market Research is the process of gathering as much information about the people you want to help as you can! More specifically, it means finding out exactly what is causing those people suffering, so you can work to create solutions that ease their pain.
Ask Your Clients Questions. What challenges and obstacles are you encountering in your life? What problems are you facing? What activities do you want to do, but are having difficulty with? What pain are you feeling? What do you think is causing that pain? What make your pain worse? What makes your pain better?
Listen and Offer Solutions.Listen to their answers and make sure you are offering solutions that are directly relevant to the problems they have.
Any massage therapy business (or any business at all for that matter) is only as successful as its marketing communications. The only one way to make your marketing communications successful is to keep those communications centered on who you are helping (Principle of Perspective) and then to get as INTIMATE with those people as possible!
Successful marketing communications are INTIMATE marketing communications.
Anytime you address a potential client (whether in person, through internet ads, or any other marketing modality) you must make that individual feel like you are speaking directly to them. They need to feel as though your marketing message was crafted specifically for them – to help them (and only them) in their lives in one way or another. In short, your marketing communications must feel INTIMATE.
So, how do you do this? How do you communicate intimately?
It is the same way you communicate intimately in your close personal relationships. You get to know as much as you can about whom it is you are speaking to – so you can be as intimate with them as possible. The less you know about that person, the less intimate you can be.
Questions to Ask Yourself:
1. Do I have a business that is yielding a profitable income, or do I have a hobby that is making me a little money.
2. What is my primary motivation for building my business? Why does that motivate me?
3. Where do I lie on the continuum between having an entrepreneurial mindset and employee mindset? Do I tend towards one mindset or the other? Why do I think this is?
4, At this point in my business, what would a member of my ideal Specific Audience look like? Describe this individual.
5. At this point in my business, what problem or set of problems do I want to help my Specific Audience with?
THE KEY TO A SUCCESSFUL MASSAGE THERAPY PRACTICE.
LISTEN TO YOUR CLIENTS, AND SOLVE THEIR PROBLEMS.
THEY WILL TRUST YOU, AND COME BACK FOR MORE AND MORE.