So the other day I saw an enormous “going out of business” sign on the window of a neighborhood store. Oh. Sad face.
“Due to the current state of the economy, we are unable to continue ….”
I didn’t even need to read the rest.
But you know what?
Let’s talk about this.
Okay. I’ve walked past this very storefront at least twice a day — every single day — for the past year. And never noticed it.
Seriously. I could not, for the life of me, have told you anything about it. Nothing. What it is, what it sells, or even what it’s called.
Hmmm. And now they’re going out of business.
It must be the economy.
Right?
So I spent about ten minutes in the store. Talked to the owner. Poked around. And realized that I loved this place. I couldn’t believe I hadn’t known about it, because it was my kind of thing. I even bought something.
And I still don’t know what they’re called.
That’s how bad the economy is.
A name that’s not memorable — or located anywhere you could read it. A store that’s invisible. But it’s the economy.
I asked what the rent was, because I’m Israeli and don’t have problems doing things like that. Turns out that it’s just over $1200 a month.
On a street with an insane amount of foot traffic. A street that supports yarn stores and hipster cafés.
In fact, the café I sat in — on the same block — was packed. As were most of them.
You know, because the economy is so crappy.
Yes, the economy is crappy. You know what’s really crappy though?
That otherwise smart, goodhearted, well-meaning people start a business out of a labor of love, and no one tells them about the part where you have to learn how to run a business.
Which includes stuff like being visible. Telling me what’s special about you. Being as you as you can be — out loud — so that your Right People (hello, I’m one of them!) can tell people about you.
The fact that these wonderful people who start businesses don’t know how to do that is understandable. I mean, argh, it’s not as though someone sits down and explains it to you when you start your business.
So yeah, I get that there are a lot of us out there who don’t yet know how to tell the people who might be our Right People about how our businesses can give them what they want and need.
But to go and pin the failure of that invisible business on the economy … that doesn’t help anyone.
Not me. Not the rest of the people who would love to end up being your customers and clients. Not the economy. Not you.
I’m just going to go ahead and say it.
Even in the worst of economic times, there are thousands and thousands of businesses — large and small, in physical spaces and on the internets — which absolutely thrive.
You know I don’t go in much for the tough love approach here, but if we’re talking about businesses that thrive, I really have to say this:
If yours isn’t one of them, this is the time to figure out what’s not working.
Aside from the economy.
Because even though sometimes that’s a good enough reason? It’s not a good enough reason until you’ve been daring. Until you’ve tried some hard-core “let’s mix it up and change what we’re doing” stuff. This is the time to do stuff differently.
As Bill Clinton would have said if he were me, “It’s not the economy, stupid.”
If you want to open a shop in, say, Manhattan, you pretty much have to start with huge piles of money and have the best business plan in the world.
In way-lower-rent Portland, you can pretty much be all “hey, man, let’s open a store… it’ll be awesome.”
In times when money is flowing freely, that can totally work. There used to be so much money on the street that people were supporting this store despite its invisibility.
The good economy was camouflaging everything that they weren’t doing.
But in a tighter, more challenging economy, you absolutely have to pick up some basic biggification skills, or — you know what? It just isn’t going to happen.
A little story.
A couple of years ago I hired a business coach. Except that I didn’t call him a business coach because the word “coach” gets on my nerves, so he kindly agreed to be my mentor.
(Yes, I have issues.)
It was scary and wonderful and expensive. Did I mention scary? And wonderful. Because, among other things, he didn’t let me get away with stuff like blaming external forces for things not going right in my business. Which drove me crazy.
Resistance to this concept? Oh yes, I had it.
For example, I was selling DVDs that teach you how to do the wacky yoga brain training technique that is basically the thing that gets credit for most of my smartnesses.
When I say that I was “selling” them, that’s not really accurate. I had a website. Where you could buy them. Theoretically. If I sold one a month, that was doing well.
Me: “No one is interested in wacky yoga brain training stuff. Period. It’s not accessible. It’s too alternative. Also, people suck.”
My business mentor: “Before we go there, do you want to rewrite the copy?”
Me: “Huh?”
My business mentor: “Well, we could work on getting more traffic to the site, too, but you’re probably not going to get a huge upswing — at least not without a ton of work. But we could definitely do more to get the people who are showing up to know if they want to buy it or not.”
Last month I sold 55 copies of “that DVD that nobody wants”.
And not by trying to.
I don’t advertise. I don’t push. In fact, I hardly even mention them at all.
Is traffic higher? A little bit. But mostly people are buying now because I’ve done a better job telling them what it is, and who it’s for. People who would have shrugged and clicked away now get that this is the thing that is going to make a difference for them.
And that’s because I rewrote the copy. And rewrote some more. I’m not so madly in love with it that I don’t think it could still use some tweaking — but it works.
The thing I desperately wish people knew.
No, it’s not “learn how to write copy!” Though that is pretty good advice.
It’s “try stuff”.
You know what’s really tragic? The woman who opened that store is going to get a “real job”. Her words. The kind of job that has a boss, regular hours, and comes with a cubicle. She’s devastated. Understandably.
She’s finished trying to do the thing she thought she wanted to do — because of the economy.
But here’s the thing. By assuming she’d done all she could, she missed that fact that no one could see her store.
I don’t want to turn this into a “here’s 20 things to do” post, though we could do that sometime.
The point is this: TRY STUFF before assigning blame to the most convenient target. I know that the economy is scary. Just make your peace with the fact that hey, you haven’t tried everything yet.
There are so many tiny little things that you can tweak, alter and play with. This is true in a physical location and it’s true online … there are so many things to shift and change, and each one can have an insanely huge impact.
Tweak. Document. Repeat.
Some of the changes are soft changes. Mental and emotional shifts.
Like figuring out what part of you thinks that all marketing is sleazy and gross (because most of us have that), and doing some healing there.
Some of the changes have to do with things that are literally getting in the way.
LIke adding one sweet, quirky “Hi, I’m a real human being” line to the contact page on your website. Walking across the street to see if the name of your store is readable.
Point is: commit to doing stuff differently. As a general life practice.
Even one change to start with. Any change. Just make it. Small shifts. Medium sized ones. Write one blog post. Call one person.
And then the rest of it is about paying attention. Noticing what parts still need love.
I don’t mean to imply that it’s easy. Clearly it’s not. Also, it’s okay that you don’t know what to do yet. No one expects you to know what to do. And it really is that much harder right now.
So yes, you’re absolutely entitled to have a good cry and to ask for a hug or whatever else you need. And of course a long whine about how incredibly frustrating it all is. Completely legitimate.
And then it’s time to sit down and figure things out what would help your right people feel safe saying yes to you.
And what’s stopping them.
I’ll give you a hint. It probably isn’t because of the economy.
Follow
Words to live and work by!
Thank you!
;o)
June of isewcutes last blog post..Living in a Fairytale… Pink Fairy Wearable Art Necklace …made with original fairy art print, resin, glitter, and love by isewcute
totally insightful! what a welcome breath of fresh air… i am so glad that i stumbled on your post – i wish i had written it!
i too have decided to tweak things instead of throwing in the towel. i love making and designing jewelry too much to give up now!
thanks again for the inspiration!
xoxooxox
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That was a fantastic post!! I’ve seen a few local businesses close recently and it really just didn’t seem like they were trying – they seemed to be stuck in a rut, unwilling to try anything new. I love your advice, and congratulations! 🙂
ara133photographys last blog post..Return to the Skies – 5×5 Fine Art Photography Print, Lustre
I used to be a ‘woe is me’ girl. Then I read several books published by Hay House. The latest, Money and the Law of Attraction was a real kick in the butt and I finally realized it WAS NOT the economy, it was ME! So, I decided to take a chance and started listing my small artwork on eBay for a penny a piece. Crazy, right? Wrong…I’m selling more now then I did in good times when I was starting them at 6.99 each. And most of them are ending up at around the $10 mark. From .01 to 10.00 … that’s what can happen in a BAD economy with the right frame of mind.
Good Lord…what would happen if the ENTIRE POPULATION of our country STOPPED thinking BAD ECONOMY and started thinking positive…it would be positively mind blowing!!!
http://wildgypsyart.blogspot.com/
Great post!!! The economy is just a big fat scapegoat.
Joyces last blog post..Sakura Mist Bracelet – Swarovski Pearls and Crystals
this is the greatest article i have ever read and i believe it to be so true. i have already been making slight changes everday for a few days now. i changed my banner and i love it! i still need to change my avatar. I will continue on this journey until i succeed. thank you so much for writing that piece. its very smart and inspiring. linda
havi. what a freaking outstanding, brilliant post. very inspiring for anyone out there trying to find their footing. thank you.
Actually if you’re not making enough money to even support your business because people aren’t buying (and yeah people aren’t buying VAST amounts of goods but they are still buying) then you are probably not cut out for the business.
Sure people want to blame the economy, but in some cases it really is that simple and sometimes it’s not because people didn’t try.
Some of the more successful people in the world failed alot from trying new things. Eventually they got it right. Eventually.
Still sometimes it really is the economy and it’s just that simple.
Brilliant!
Thankyou so much, this was a big inspiring kick in the pants. Just what I needed, really.
Pennys last blog post..sitting & the woods
Truly inspriring!
Katerinas last blog post..New addiction
Love your article very much. I’ve been plugging along.
Trying stuff. And you know what….it works.
Plus I am having fun along the way.
Keep inspiring.
Kindly,
Fran
what an amazingly helpful and insightful blog post – TRY STUFF – perfect advice that hardly anyone ever offers or takes
jills last blog post..Wordless Wednesday: Save our Souls
“because I’m Israeli and don’t have problems doing things like that” Love that sentiment!
Great article and I really like your writing style.
Love this post! So sick of the whinning. When it gets harder, it’s time to try harder.
Pennys last blog post..In need of a little inspiration
Great wakeup call! Just been coasting thinking everything is fine. Definately will tyry some new angles. My marketing manager (DH) has been saying to be more agressive and “different”, perhaps he is right?
Thanks for a great post!
Monikas last blog post..PORTOBELLO MARKET handmade CHARM SQUARE LAP QUILT 63 x 78 Soft and Inviting
This is really awesome advice!! I hear all the time about the economy this, the economy that & truth be told I am having the best year ever with my business. I’m serious. My sales are up–higher than they have been in about 7 years.
I agree with you!! Before you complain — try stuff!!
KreatedbyKellys last blog post..Cafe Au Lait – Vintage Button Pendant Pin
Awesome post! I am definately thinking now!
Oh my gosh, I used to work for the store you are talking about!!!
(Well, it may as well have been.)
It was an indie bookstore, and I listened to my bosses complain day in and day out about how the big evil chain stores were ruining their business. But do you know how many people would walk in every day and say, “Oh, wow, I never knew this place was here!” A LOT. And did the owners ever spend a dime on advertising? No, because they deemed it “too expensive”. The only thing they did was email & postcard mailers to the people who were already their faithful customers. The vast majority of those were over 50, and they weren’t being replaced by new, younger customers.
This store is a one-of-a-kind place and has been around for over 25 years, but I expect them to go under in the next few years since they refuse to adapt. It’s so sad!
noelles last blog post..tisket-a-tasket houndstooth 60s wedge heels sz 7.5
So true! Thanks so much for writing it down. We all need a push.
iSews last blog post..Getting Organized
Having been in several types of businesses my entire adult life, ranging from the creative arts to building and construction, I have yet to read such a direct and profound bit of insight as you have written. Congratulations for your articulating such inspiration!
Wow,
What a great post. You are absolutely correct! Blaming the economy is the really easy thing to do. One of my cousins (who is a business graduate from Columbia University) told me to do everything I could to launch my new company so that I would be prepared to meet the demand that would ultimately be there WHEN the economy did pick up. Just blaming the economy without doing anything will not leave one in a good position to serve their customer base when things do get better.
New to your blog, love it!
Keep up the good work.
Now this is a great blog post!!!!
starrydeborahs last blog post..ACEO Originality altered art collage aceo
Thanks. I loved this post. Really makes you think about what you have to do to get your business out there and be noticed and how to run my business.
http://KayzKreationz.blogspot.com
Kays last blog post..Ladybug Stained Glass Plant Stake
This was such a wonderful article and so so very true.
Networking to the max works wonders too, join and use your local chamber of commerce, go to the breakfast lunchons and business meetings and talk to everyone, they are after all potential customers!!
Thanks for the inspiring read, you have inspired me to Tweak, proof, and rewrite for my on line sales.
Do you mind if I add you to my blogroll?
Kymberlys last blog post..Ramdom thoughts of Junk
I’m a little slow finding this, but what a fantastic post! I’m headed to Portland later this week and then to give a keynote in Hood River on Saturday. I tweeted about resources on this subject and was sent this link. It reminds me of a few more things I want to say in my keynote. Thank you, Havi.
Alyson B. Stanfields last blog post..Podcast: Clean out for spring
Great, great post! I run into this all the time with some of my web design clients. I had this one client who wanted to get more signups to their online newsletter and tried to accomplish this by sending out postcard invitations the website. This method turned out to be a expensive bust and they were just telling me the other day, “Well I tried the postcard thing and that didn’t work…so now what?” I simply said “Uh…you try something else.” They said “Oh” and had this expression like this thought didn’t even occur to them.
They were all too ready to give up after one try when there were tons of things they could have tried like starting a blog, getting on Facebook and Twitter, writing articles for magazines or ezines, offering a different incentive, or even just tweaking the postcards and sending them out again (preferably not during the week before Christmas like I told them not to do).
It seems like people are so scared to try things…that they’re supposed to hit that home run the first time, that they prefer not to act or to give up if the first attempt doesn’t go so well. Thanks so much for reminding us no matter the state of the economy, we always have the power to throw away what doesn’t work and find things that do. This post is going on my wall! 🙂
Nicolette Tallmadges last blog post..Website Design: Remember to check your links!
Great post. I’m going to rewrite and take some chances. Thanks for the inspiration.
Hi Havi,
Thanks for this wonderful reminder and great words of wisdom. Last night I asked myself why, when someone asks me how business is going, I reply “it’s slow” which just seems to reinforce the slowness of business.
I realized I needed to make a shift in my response and say “I’m busy. I’m receiving orders, working on two new web sites, designing new work, and developing a newsletter and taking a creativity coaching class.” That sounds much more positive.
Perhaps we need to paraphrase Bill Clinton’s statement “It’s the economy stupid…so do something different.”
I plan to share this post on my blog later this week in my weekend reading list.
-Amy
Amy Crawleys last blog post..Monday Reflection
This is a wonderful blog and just what I’ve been looking for.
I just had to post about your blog so more can find this terrific site.
Thanks so much for all of your insights and wit.
Keep up the good work,
Lloyd
Burning Scentsationss last blog post..Do you want to be successful? Read This!
You have hit on something that has been eating at me for a while too. Everyone blaming the economy when some folks just flat out aren’t driving business. Kind of like the entire auto industry blaming the economy. The fact that they treat us lousy, don’t produce what the market wants, and are consuming their own resources until they don’t have anything left, is what sticks in my craw while they try the “poor me” stories.
I worked for a woman in retail who made us move all the inventory at least once a week. If it didn’t sell in one spot it might sell when it is moved across the room. And you know, she was right. Often as SOON as it was moved it shot off the floor. I should apply that philosophy to more things in my life in general.
Lauries last blog post..I Rant…and Feel Better
thanks so much for an eye opening article…very much appreciated!
Stephanies last blog post..Rock Star Original Design Pendant
Thank you so. I love how you so gently pointed out things that I knew already.
=)
Jacqueline
Jacquelines last blog post..Brown Leather cuff
This is great and it reminded me of the motto I used when things were pretty hard a couple of months ago:
Do three things.
Just start with one,
then do another,
and then do one more thing.
By the time you’ve done three proactive things for your business (or life) you won’t be stuck anymore, but will be energized again.
It’s like putting a little love in the different parts of your business that need it.
Lauras last blog post..Red Aventurine Mala with Turquoise, Tibetan Agate, and Carnelian-Determination
Havi, I’ve only recently discovered your blog, but I think I love you. That said, thanks for the boot in the arse. I needed it.
Wendy
Wendy Sullivans last blog post..When I’m Not Writing
Whatever will be next……..? Bonanzle mania?
.-= Scary Monster´s last blog ..Bonanzle folks get some strange Ideas.! =-.
Thank you, thank you, thank you.
This post just reappeared in my mailbox when Anna commented. I must have subscribed when I first read it. And I have to say, it is more true than ever the second time I read it.
So valid. Just try stuff.
Can’t wait to read more of your posts, Havi.
All the best.
.-= Laura´s last blog ..Quartz Crystal Mala with Blue Lace Agate Markers and Blue Tassel =-.
Ha! I know I’m late to the commenting party, but I have a feeling I know exactly what store you’re talking about, in NE Portland…and you’re totally right. It was an invisible store. The store that’s there now certainly has not made the same mistake…screaming neon signage all over the windows! Perhaps they saw this post? 😉
Love love LOVE this post!! So true and so well written! Please come re-write the copy in my shop???
Thanks, great advice, I am transitioning my business to hopefully bigger and better things. I have been trying/working on getting noticed more-I appreciate the keep trying advice-in the world of the web, it is trying and tweaking that does seem to make a difference.