The Key to Smoothing Out Your Business Cycle

The Key to Smoothing Out Your Business Cycle

As small business owners, sometimes it can feel like we're at the mercy of the markets. We have ups and we have downs. But not every business is up at the same time and not every business is down so what actually makes the difference?

Wouldn't it be great to have a business where the downs were minimized and the ups were even higher? And, wouldn't it be even better if the overall trend was up, up, up?

Well, there is a way, and it's one that most entrepreneurs really, really don't like…

Consistency.

Did you hear the angels singing? Nope. Me neither.

But the truth is that it's that simple and that boring and that… well, that impossible for most of us.

Y'see, we're a different breed, us business owners. Us entrepreneurs.

We hate being told what to do and we hate having to do the same thing day after day and year after year.

That's why we're not employees. It's definitely why I haven't been gainfully employed for close to 20 years now.

I love being my own boss. I love deciding who I'll work with and when, and what we'll be doing together.

I'm good at it too. 

But what I've come to realize in the last few years of my business is that if I'm not consistent, well, then, neither is my income.

And I like consistent income. I bet you do too… or that you would if you had it.

On the other hand, it's almost a source of pride amongst entrepreneurs to NOT have consistent income. To bravely and boldly ride the waves of fate, the vagaries of the market. To be tougher than nails with a stomach that is able to withstand the stress of whatever the world deals out. [insert fist shake here]

But it isn't really true, is it? 

Most of us don't really have stomachs of iron and the constant stress? It leads to burnout and despair and a stack of bills that seems to go on forever.

What can we do instead?

We can be consistent. Consistent. 

Say it along with me. It gets easier, I promise.

There are so many areas where consistency can be an asset to our business but we'll just focus on 3:

1. We have to be consistent with our marketing,

2. We must be consistent with our program delivery, and

3. We absolutely must be consistent with our numbers.

How do these 3 areas play out in our businesses?

1. Marketing consistency

Oy vey! How this one hurts!

Here is the ideal: we set a marketing schedule and we stick to it.

We plan when and how and to whom we will be marketing – for the whole year – and we put it on a calendar. Everything. When we tweet and what Facebook boosts we'll do and what ads we'll take out in what publications and whether or not we'll do Google AdWords and ALL OF THAT.

Then we stick to it. Even when we don't feel like it.

Now, for bigger businesses, it's a lot easier. They have people to write the updates – that's their job – and people to write the ads, and place the ads, and monitor the ads and… let's just say that they have people.

But in my business and for the business owners that I work with, that is rarely the reality. WE are the people. We monitor. We write. We organize and order and approve and we do all of this while we are running all the other parts of our business.

I admit it. There are days when I don't want to write my newsletter. I'm not inspired. I feel wordless. Done in by a tongue and mind that have gone quiet. Now those of you who have come to my workshops may not believe it, but it's true. Sometimes there just don't seem to be any words.

What to do?

We have to power our way through. By force of will. And it sucks. Because over time it can drain all the life out of us. We start to loathe the site of our desk and the thought of grinding it out one more time.

Even worse, I know from studying the Unconscious Mind that if I can't make it fun, it's going to make it close to impossible to succeed at what I'm doing.

That ain't cool. What can we do instead?

That's where we get to be creative. Luckily, for most of us, that's where we shine. Give an entrepreneur a problem and suddenly there are all sorts of solutions and ideas flying around.

I'll give you my ideas at the end of this series but I'm curious what YOU think we could do to lower the stress and make marketing more fun. Let me know in the comments below.

Stay tuned for Part 2.

Vanessa Long

Looking to transform your relationship with your Self, your Source, or your Spouse? You've come to the right place. Sacred Physicality will help you create a life you love and relationships that rock. Welcome!

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