Hello, hello, hello and welcome replay viewers, and welcome live viewers!
Hi there!
I'm Una Doyle.
I'm the founder of CreativeFlow.tv, business development coach and strategist for creatives.
I help creative business owners to achieve their goals faster and to do it more profitably
and also do it in a way that allows them to fill their heart with pride with the creative
work that they do.
Now today we're talking about how being creative and passionate does not have to mean
that you are broke.
It does not have to mean that you are broke.
And I just find it sad and also like really frustrating when I'm hearing about people
that are in this situation.
Now let me just share this out.
So you can go and share this out while I'm doing that and comment and let me know what
is it that you do, where you are viewing from.
And what is your situation with this.
Have you ever been in this situation?
What did you do to get out of it and how have you actually managed to do that?
So we could have this showed out.
Hi Louise!
How are you?
Hi Steve!
This is the thing is that there's three natural mistakes you see that creative people
make that can keep them broke.
Now, I've only got time to talk about one of them today but if you hang far and look
at the descriptions and wait till the end, I will tell you about a way that you can find
out about the other two.
I will have a bit more time to go into this first time as well.
And it's free.
It's an online workshop.
I'll tell you about that at the end.
So, these three mistakes.
One is- requires a mind set shift.
One requires that you put in place missing pieces in your approach to getting creative
work.
And the other is about- The other is about making sure that you have got this one thing
really working for you in order to attract your ideal clients and the kind of creative
work that you want.
Now, underpinning all of these is the idea that you need to stop being a commodity.
You have to be able to differentiate yourself and standout in the marketplace.
And because this is the big challenge that so many creatives have right now.
I have like designers, web developers, photographers, content producers such as writers, film makers,
etc. that are all not achieving the goals, the level of goals that have set for themselves
because there is so much competition out there.
And at least that's how they feel about it.
They feel that there's loads of competition that they have to lower their prices in order
to achieve more.
Whereas, actually, the opposite is probably true.
I'm going to go into that in a few minutes but let me first of all talk about what do
I mean my natural mistakes?
Well, the thing is, is that- so I use a personality profiling tool called ignition with all my
clients and it's amazing.
So there's eight different profiles and it demonstrates the different business models
and business strategies, lead generation strategies, the tasks that are best for you and not for
you, and all that.
There's so many different layers of it.
One of the things that's really interesting to see is that people who are typically thought
of as creative – they have loads and loads of ideas – often are told as children, "Your
head is in the clouds.
Come down from the clouds."
Great at starting things, not always so good at finishing them.
It depends as one creative profile can be but they have other challenges.
They find it hard to start.
The thing is, this causes people to make mistakes in their business.
And I know all about this because I made all of these mistakes myself.
So I'm talking from personal experience.
So the thing is, is that I call it the creative condition.
So this whole thing about loads of ideas and starting things and not finishing.
And just being really good at creating things but not always being very good at leveraging
what you create.
And that's in a number of ways in terms of internally, in how you actually work your
business.
So hey Coleen, thanks for joining.
By the way for those of you who just joined, please do share this out because I'm on
a mission to help creative business owners to be successful creative entrepreneurs where
they're happy, healthy, and wealthy.
That underpins everything that I'm doing.
So share this out so we can get more people to experience what we are talking about here
today.
Okay, so, so yeah the creative condition.
This big challenge of creating stuff is great but if you don't leverage it effectively
and by that I mean in terms of how you run your business on inside that's more internal
for you and your own systems and processes or lack thereof.
Usually a lack thereof.
And also in terms of how you're putting yourself out there.
Now, one of the reasons why people often don't are I'm going to talk about as well in just
a moment.
So there's another reason why I call this natural mistakes.
So, it's because most creative business owners have not been taught how to run their
business.
So they have not been taught how to attract and convert their ideal clients, how to even
get clear on those things.
It's not your fault.
Now, just because you are a particular way naturally and because you haven't been taught
something, that's not an excuse for not making changes.
This is something I've been working on for in recent years.
Learning how to get more focused, more specific, how to stick to things, all of that really.
This is partly what I'm doing here with this livestreams is to teach people this stuff.
So if you go and watch this livestream, watch all the other ones on my page as well.
You're going to learn tons just be doing that but you must make sure to apply it as
well.
Promise me that.
Okay so, I said I was going to talk about the first natural mistake.
And what it is, it's pricing according to your self-worth instead of value-based pricing.
That's what we call is when you're looking at or what is this value worth to my ideal
clients.
What does this do for them?
How does it help them?
Maybe it helps them save time or money is more convenient.
Maybe it's more about helping them to achieve aspirations.
Maybe it's just about the experience particularly with something like art.
Branding will help to bring new clients and increase money but perhaps with art of course
you can have an increase in the value of that.
But it's also about the experience that people get in having that piece of art.
So you've got to understand, well what is that worth?
And the thing is, is that to somebody who doesn't really value what you have, it's
only going to be worth this much.
And that depends on how much impact it has on them.
But for somebody else it could be worth this much.
And you could double, triple, maybe even quadruple or ten times the prices and you would still
be able to find clients who will find that result, that outcome valuable.
And the thing is, is that you need to as creatives- So I'm an actor and film maker as well as
a business coach.
So I know what it's like when you're looking back and watching something that I've acted
in kind of going, "okay, ooh yeah, okay that was good, oh no, oh yeah, this should
be acted differently next time."
We do this but the thing is, it's important to be doing that from the point of view of
reviewing and improving not criticising and not taking everything personally.
And I think that this personal connection between creatives and our work makes people
price on what they would pay or what they think it's worth relating to how they're
valuing themselves.
And because I think societally quite often creativity is certainly is perceived to not
have had the same value as other areas of endeavour.
Then that and of course people's own self-worth is terms of how they've been affected growing
up, what they've picked up from society, how confident they're self-assured they
are.
And so that really causes people to think, "Well, I can only charge this".
They may be looking at what their peers are doing and going, "oh so and so is charging
this, so I'll charge the same".
Or maybe you are doing whatever it is that you do, let's say you're a graphic designer
and you were in a design firm out from uni and then you decide to set out on your own
and you think, "oh well I was getting paid x amount an hour, so I'm going to charge
by the hour but I'll charge a little bit more because I'm working for myself".
And that just- it doesn't work.
It's not going to allow you to have- to be able to spend enough time on running your
business to actually be able to have that creative time.
And what then happens is you often will end up either working all the hours that you have
because you're over delivering to people who are underpaying you rather than being
able to have really brilliant creative time blocked out every week in your calendar.
And being able to put aside that time and perhaps that money to invest in growing your
business.
Yeah, exactly Coleen.
We can't sell ourselves short.
And unfortunately that happens a lot.
And this is what I see.
So, there's- I think- sorry I'm just trying to read my notes.
Oh yeah.
So part of this can be about not understanding how to demonstrate the value.
And this is what I'm talking about in tomorrow's class.
So as business owners, we have to remember we are billed to pay and charge what we're
worth and we can't do it all.
Absolutely!
This is the thing, the amount of times I speak with a new client and I talk to them about
how they put their pricing together and then leaving loads out.
They're not allowing for holiday or sickness.
They're not allowing for all the little 10 dollars here 20 quid there that it cost
for the different tools that you need, the software, the actual time it takes to run
your business.
And if you're using free marketing strategies, that takes time.
And it means that you probably are not going to be able to afford to outsource.
Get the help that you need whether that's a social media manager, or an admin person,
or someone to do your Facebook ads for you, or even just be able to afford to do them
yourself.
So, you've got to be taking all of these things into account.
So, I've got reflection.
I can't see my notes here.
Oh yeah, so one of the other things is that if you are judging your pricing on your self-worth
and you then try and just put your prices up without changing anything else, the chances
are that the vibe that you're giving off to your prospective client is not going to
get you the results that you want because they're going to feel the uncertainty.
So you've got to be absolutely certain.
I think that's part of why the process that I bring people through helps them to see the
value that they have.
Just to give you an example, one of my clients, they had a prospect and they had bought a
session.
It is part of how I show people how to do things.
So they had bought a session rather than trying to sell them a whole thing.
So they bought a session and as part of that I said make sure you find out how much is
one new client worth to them.
And they found out that one new client for this particular client would be worth between
£100,000 and a million pounds.
So, suddenly their prices, even though they were putting them up quite a bit more paled
into insignificance when you're dealing with that amount of money.
And they wouldn't have known, they never asked that before.
And if you're not been taught how to do all these little things then- if you don't
have a good framework for that then it's really easy for these things not to happen.
So, it's partly about the inner work.
It's about growing how you value yourself.
It's about allowing there to be a little bit of distance between yourself and your
work so that you can objectively look at that and look at it as a business, look at it as
a product or a service and what is it worth to your clients.
And in fact, I just had a message earlier today on LinkedIn from somebody who'd downloaded
a free guide I have.
And they put up their prices.
I'm so excited to get the feedback because I get it from my clients.
We don't always get it from people who aren't working with you.
And they'd put up their prices.
They have an ecommerce store selling jewelry and they put up their prices on several products
three times more than they had been charging.
And guess what, they're flying off the shelves.
So whether it's products or whether it's services people will kind of go, "oh that
seems to cheap".
And I think if you're too wrapped up in work being personal to you and judging it
on your own self-worth then you're not going to be able to see it from your client's
perspective.
Okay, so, yeah and I think the other thing is really about speaking up and not being
afraid.
I have an amazing shareathon today.
Just search #shareathon on periscope.
You can follow me there, CreativeFlowTV.
And there was an amazing one today about speaking up.
And I think this is really important.
Another client had- when we started working together, they told me that they had-
Oh you're there.
Fantastic.
It was fantastic wasn't it?
So they had situations where they would be in front of a client and the client will be
talking nonsense just because they didn't know any better about their expertise and
they weren't speaking up.
They weren't sharing their point of view and demonstrating their value.
And I think this is another reason why it's really important to have a good framework
because you can do the inner work but you've got to have the outer work, the skills and
the strategies.
And a simple step by step framework to help you to attract and convert high-paying ideal
clients that will be absolutely fantastically excited about what it is that you have.
Okay, so, thank you so much for watching this and if you've enjoyed this free content,
I actually have even more free content for you.
And I go into this in much more depth into the workshop that I'm running tomorrow.
So it's Thursday tomorrow that I'm running this.
And by completing this framework that I'm showing in this workshop tomorrow, my clients
have doubled and even tripled their prices and their revenues because not only are their
prices going up, their conversion rates go up as well, i.e. if they're in front of
10 people, maybe they only got one or two or three of those clients before and now they're
getting more than half up to 70, 80%.
And this is what I experienced too.
So this is what you can have as well.
And all you need to do, join me for this free training.
It's called Three Natural Mistakes that Creatives Make that Stop You Raising Your
Prices and keep you overworked, underpaid, and underappreciated.
So, the link is in the description.
Go and register for that and there will be a replay but only briefly.
So, if you can't attend live because of time zone differences, or you already have
another commitment, another appointment booked, either move it around if you can or watch
the replay but put it in your diary to watch it because I'm only going to have it up
for a very short time because I'm all about getting people to act.
If you do not act nothing changes.
So you have to do something different in order to get a different result.
I know that sounds really obvious but you'll be amazed how many people keep doing the same
thing and expect to have different results.
Doing the same thing harder doesn't get you any further.
So it's about spotting well what is it that I need to do differently.
Okay, so, the link is there in the description.
Go and book on that and I will see you tomorrow.
Thank you so much for watching.
Remember, share this out if you have found this valuable, you know that other creative
business owners will too.
And they will thank you for sharing this and bringing it to their attention.
Alright, have a fantastic rest of the day and I will see you tomorrow.
Bye!
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