Ask an Anchor: WTF is Marketing

Hi Anchors, 

I’m having a lot of trouble with marketing. Everything expected of me as a person, along with the platforms and ever-changing algorithm, leaves me exhausted. It feels competitive and like a beauty contest without a lot of depth. What others are doing (selling themselves to sell a product) is out of my comfort zone. And, the stakes seem so high - “sink or swim” paralyzes me. 

The fear is that if I’m not engaging with my “community” all the time, or not looking absolutely perfect, nothing I do will ever be enough. Some people seem so comfortable in their skin when they’re talking to a camera, and I can’t imagine ever getting to that point. 

When I do step into that zone, I get tired and frustrated - my efforts do not seem to move the needle. Then I stop engaging with it altogether. That triggers a cycle of feeling like a failure daily and trying to “psych myself up” to get back in the game.

My products sell reasonably well online, and even better when I engage with real people (selling my products in-person is fun and easy!) In that moment, in real life, I have the chance to tell my story directly to my customers, and see that the value of my product is immediately understood. I can’t seem to replicate that feeling online. 

Any advice or guidance would be appreciated.  

Sincerely,

Marketing Overwhelm

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My dear, Marketing Overwhelm!

Let me tell you that I am absolutely in your boat. The fear, frustration, and the big question of “WTF is marketing?!” is legit and something I hear a few times a week.

I’m going to start this answer by telling you about my experience and stance on the issue. But it does sound like you run a product business, which is a different ballgame in some ways. I’ll make sure you step away from reading this with some tools and tasks, too. 

Making Marketing Choices for My Business

I have deliberately chosen time and again to do very little in the realm of traditional marketing. Maybe I’ve lost opportunities. Maybe my pipeline could be a few months longer. And maybe I’d be invited to speak at those fancy conferences if I had hundreds of thousands of followers. But I am happy with my pace, and we all know happiness doesn’t come from any one platform. And the big maybe is: Maybe I’ll change my mind! For now, this advice column, announcing my programs thoughtfully, and using my network of colleagues and happy clients is really working for me. 

I’m aware that some opportunities arise for those who have tons of eyes on them. I’m also aware that some (not all) of those who have huge followings also have a team working with them and a PR company whose job it is to stay ahead of the curve, engaging with opportunities beyond their own reach. That’s not to say that I haven’t made some effort! I’ve been on podcasts that successfully introduced me to new people, some of whom have become clients. To do that, I got vulnerable and asked those I admired if I could add to their already robust conversation. They were happy to have me on their shows. I also chose to advertise on newsletters that seemed like they were reaching the type of audience that was a good fit for Anchor & Orbit. These efforts are always thoughtful, and also a bit of an experiment -- nothing is guaranteed no matter how good the podcast or newsletter stats are.

A Sometimes Overlooked Type of Marketing

I have sat quietly, alone in my office most of the time, diligently working with each of my clients to customize solutions and generate ideas that work for them, not at them. My marketing “strategy” is to do everything in my power to make sure each person I work with is happy and getting what they need. To successfully help them love their business again and find ways to grow that suit their lifestyle. Satisfied clients always mean referrals will come my way. 

The above isn’t what people usually want to hear when talking about marketing. I think people are hoping to get some kind of silver bullet or quick solution. I find the formulas and funnels to be a hard and expensive sell, too. Just look at how much our politicians are spending to get everyone’s eye on them. If THEY can’t reach us, in the most crucial political time of our lives, how could we possibly expect to reach every single potential customer on our shoestring budget? 

What I prefer is a hard work, slow growth approach that yields realistic, and honest, results. It’s not a fancy strategy, but it is working for me. I think you’re already doing just that. What if that’s enough? Can you let yourself off the hook and relieve some pressure you’re putting on yourself? 

Increasingly Conscious Consumers

There are so many “shoulds” in our world these days. Businesses, big and small, are feeling the pressure to reach their clients in a marketing world that is saturated and competitive. In fact, it’s competitive because we’re able to opt out of a lot of traditional marketing. It feels like we’re inundated, but I think we are actually getting savvier and making conscious choices in what we consume.

I wouldn’t give up on your in-person tactic, honestly. What I would do is figure out what makes you feel best and increase the time you’re doing that. Meaning, if you like to sell in person, can you attend more craft fairs throughout the year? Is there a weekly or monthly event to connect to your actual community?

Notes for Product Businesses:

Yep, Instagram can work. What I would suggest is to spend money on a good photographer and art direction. Get as many photos as you can from them, set up your account to ship out these photos a few times a day or a few days a week. Set it and forget it. Just simply check that task off your list. 

Discounts and sales work, too. People who are on the fence about a product respond well to 10-20% off. But please, figure out how this is affecting your Cash Flow. If your margins are tight already, be open about how you run your business and your stance on sales. I never discount my work, so I advise you to do this carefully. You don’t want to accidentally train your customers to wait for a sale.  

Newsletters are back and better than ever! Those who opt-in actually want to hear from you. Do the same with a newsletter as you do with Instagram. Set aside time to set up your newsletter for the next month or more. Doing the work in real-time (much like with copywriting) isn’t a strategy. That’s simply poor planning, and it’ll show in your work and in your stress level.

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The conclusion? Be OK with tapping into your strength (and comfort) when it comes to marketing. When you’re doing what feels good and right, you’re bound to communicate who you are and the value of your product more transparently and genuinely. Humans love genuine. And have some fun. :) 

Warmly,

Sarah

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Ask an Anchor: Time Management

We talk to a lot of business owners, and a few questions come up again and again. Each person has their version of these ever-present questions based on their own unique experience. Today we're boiling down a common worry into ONE question.

Hi Sarah,

How do I manage my time?? 

Every Business Owner (Ever)

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Dear Every Business Owner,

This is a forever question! Daily, we face our lofty goals and endless to-do lists, and the 24 hours start to seem laughably inadequate. While I can't promise any miracle solutions (I'd be a millionaire if I figured THAT out), I have learned a lot.

When I hear this question, my first guess is that you probably *do* work all of the time! So this is less about time management and more about saying no from the get-go or prioritizing well. Easier said than done, right?

Here are some good questions to ask yourself when you're grappling with the "there aren't enough hours in the day" feeling:

• What's easy for me? Do more of that. Take the things that make you feel tired and are hard on your heart and energy and shift and minimize them. Also, if something is "easy" but feels hard because it takes a lot of time, it may be useful to see if you can hire someone to do it and buy back some time.

• What are the A, B, & C plans for my goals? Especially goals that are really big or don't have external deadlines. Think about how you can still work toward the goal even if you can't put as much time into it in a certain week or month.

• What are the projects that are worth doing last minute? Dream clients might pop-up and be a great thing. But you should be really clear on what you say “No” to, especially if saying “Yes” would wreck your calendar.

• How do I operate? What is the rhythm of my work and life? Focusing just on a weekly schedule is deeply flawed. We really need to see how our days, weeks, months, quarters, and years function. 

• What do I want my life and work to feel like? Longterm goals can be hard to pinpoint. For me, it's helpful to ask myself how I want to feel rather than specifics about what I want. How I want to feel usually opens up the doors to the details. For example: I want to feel comfortable and safe. Longterm goal: Own a house in the hills. What does that house look like? Large, but not too large. What else? I want a beautiful and updated kitchen... etc., etc.  

• What's winning me clients/business? Is it photos on Instagram, or phone calls with people? As an example, you might actually lose clients if your onboarding gets too automated. Maybe a phone call is what gets people in the door. Whatever your answer is, prioritize it.

Time Management, Planning & Patience

We all have a lot on our plates, and burnout is always around the corner. Saying no and really prioritizing planning ahead is going to be the hardest thing to implement in the beginning, but the best thing we can do for ourselves. Making shifts in your work takes time and courage. Be brave as you go forward with change, and remember that sometimes it will move more slowly than you'd like. When I shifted from taking client calls any day to only on Monday and Tuesday, it took months for that to be fully established.

If your months feel like a roller-coaster of slow and fast weeks, your schedule can hold answers. Look back at your weekly calendar and pay attention to what weeks are client-focused, and what weeks aren't (and can be focused on other things, like business development.) This is entirely normal and with a little foresight can feel less frantic.

And if you're constantly feeling overworked and rundown, you might need to step back to take care of your most valuable business asset: yourself. (I wrote a lot more on the topic of taking time off as a business owner back in July.)

Everything Is A Priority (if it has a place to get done) 

Look at your schedule and see what can be done in your week. Keep chipping away, and you'll get there. (And occasionally a sprint may be needed, that's OK.) I’m also not suggesting that you overwork or overload your schedule. We want actionable and achievable goals. 

Be on the lookout for carrot moments (when an opportunity pops up and takes all your attention.) Ask yourself: What carrot am I following or jumping after? Will I ever catch it?

Weighing the decision at the moment is the hard part. When you are in the moment, look for your markers or clues: Is your throat closing up or did your stomach just flip? And then ask: Are these markers here because I'm tired or because it's a lousy carrot?

Just having a goal or opportunity isn't reason enough to pursue it. Question the new goal or opportunity, examine why and how it should fit into your business to find the reasons to go forward or table it. This builds your good decision-making muscles which is a powerful tool in business and life.

And remember, the reason you're doing all of this questioning is this: When you're controlling your schedule, you're controlling how good you are at your job. If you're squeezing things into your calendar against your better judgment, it almost guarantees your time will not be your own.

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One last thing I want to mention is that letting go of perfection is directly related to getting stuff done. Abby Wambach wrote an article worth reading on this matter: "You Don't Have to Be Perfect to Be a Great Leader."

Best of luck with this moving target of a challenge! May we all do our best.

Warmly,

Sarah

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Ask an Anchor: PART 2 - How do I keep my copywriting succinct without becoming generic?

Hi Sarah, 

I have a product business, and I am struggling with a copywriting question: How do I keep the copy succinct without becoming generic? 

Writing isn’t my favorite thing to do, but I know it’s an essential part of my business, and I want it to help me, not hurt me. And when I run out of time to write, the end product seems boring.

Thanks,

Wondering about Writing

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This week Sarah asked Devin Pope of Kindred Word Studio to answer from her expertise as a writer.

Hello Wondering,

The fact that you're questioning your writing means you're already doing so well. You're tackling the most crucial part — honoring your audience by working internally to get clear on what you want to say. Congratulations! Yes, writing for your business takes a lot of time and thought, and that can get heavy. But, there are ways to build momentum and set yourself up for a happier relationship with writing.

First drafts almost always include some scaffolding, which is the writing that gets you to the point but will be removed later. So, when I hear you say that you want to be succinct, but you end up feeling like the writing sounds generic, it makes me think that you're trying to make your first draft brief. Let go of that! Get all of your thoughts out (3 pages? 10 pages? Who cares!), then you can edit and refine. First drafts rarely need parameters except to get them done so you can move on to the fine-tuning stage.

Urgency v. Spaciousness — AKA: The writing time vortex

Some of us (myself included) like to imagine that procrastination makes writing better...and occasionally you do get streaks of inspiration when you're behind. But rushing to the finish line doesn't end up being a sustainable plan long-term. 

I agree with what Sarah mentioned last week, that dedicating weekly (or monthly) time to copywriting on your calendar is essential. This time is a container to catch all the pieces of writing: Research, note-taking, first draft, edits, second draft, proofreading, implementing, link checking — all before pressing publish or schedule. Let's all take a deep breath because that's just too much to do last minute. 

Another phenomenon is that you could spend hours and hours writing something and still not be happy with it. So blocking your week with endless hours of writing isn't something I advise. Writing is subjective, and there is no real "done" or "perfect." You can merely do your best, get the words out, and try again. 

Really what I'm trying to say is that a healthy balance between urgency and space makes for really good writing. 

Practical stuff!

What Sarah said about having a writing process is pure gold (go reread it, if you missed that part.) Building a process that supports your business goals and takes into account your reality is the #1 thing I practice and recommend. Without a process, the writing won't happen reliably. 

Pre-writing reminders:

1. Establish the one thing you want people to remember from the piece of copy (write it at the top of the doc!)

2. As Elizabeth Gilbert says, write to one real person who you know (a client, a friend, your past self)

3. Create an "extra" doc and use it to store any writing that strays too far from the outline

4. If stuck: Ask friends (or social followers) for input on the topic

5. Set a word limit if the piece is getting too big and you feel lost

6. If you struggle with writing rules and grammar, are still learning English, or have difficulty reading, be patient with yourself. Lean on Grammarly, seek out a writer collaborator, and local writing groups or workshops

7. Finally: Remember that writing a little bit each week is kinder to yourself than writing only in sporadic, anxiety-fueled bursts

Writing the first draft: 

1. Block time on your calendar for writing (I know Sarah likes to get some cardio or a hike in before projects like this — it helps her focus if her body has gotten all the "wiggles" out)

2. Write an outline in bullet points covering everything you want to say

3. Word dump without caring too much about succinctness, flow or grammar

4. Leave notes for yourself in the doc if you can't finish, or the words aren't what you envisioned

5. Take a break (24 hours or more is fantastic) and work on something else

Editing:

1. Fix grammar, add or delete things

2. Read it out loud repeatedly to hear what needs to flow better

3. Mix up your word choice (using the same words over and over can = boring)

4. Look at sentence length and vary it (writing is a conversation, and sentences that are all the same length can sound monotonous)

5. Break the rules a bit, if it's right for you (I use too many em dashes because I just — really — like them!)

6. If you have time, take another break

Finalizing:

1. Read the text out loud again: First as you, then as your client/customer

2. Send the copy to a collaborator or friend to give it a quick read (preferably someone who knows your audience)

3. As Sarah said last week, SHIP THAT SHIT

Embrace your writer self

You also mentioned that writing isn't your favorite -- that's fine! You don’t have to like or love it, but at the very least you can fine-tune your skills, so you're more comfortable. The secret weapon you possess is knowing your business, customers, and purpose best, so you can get to your voice faster than a stranger. 

Another myth is that writing is nebulous and based on the whims of inspiration. So not true! This especially sets up "non-writers" and business owners for failure. It's not a practical strategy, and you have a lot of other things to do besides write. Writing is hard enough. Doing it entirely alone, in a rushed state, or expecting the process to feel ~creative~ increases the difficulty.

Also, what does 'generic' mean? 

Do you truly feel like what you wrote is dull? I bet it isn't! Some of the most brilliant ad campaigns and web copy are frustratingly simple. Through the process above, you'll distill what you are genuinely trying to say to your customer into clear, inviting, and readable words. My hunch is that what you do is not at all boring.

Sending all the encouragement,

Devin

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Ask an Anchor: How do I keep my copywriting succinct without becoming generic?

Hi Sarah, 

I have a product business, and I am struggling with a copywriting question: How do I keep the copy succinct without becoming generic? 

Writing isn’t my favorite thing to do, but I know it’s an essential part of my business, and I want it to help me, not hurt me. And when I run out of time to write, the end product seems boring.

Thanks,

Wondering about Writing

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Hello Wondering,

I used to hate writing. I always felt less than, that my words weren’t worth publicizing and, frankly, that even when I wrote, my words never really made sense. What I have learned over the last decade of being a professional and the last six years of running a business is good writing depends on giving myself enough time to do it. And then having good editors and collaborators to fine-tune my thoughts. I truly thought that good writing just flowed out of people. Of course, for some it does, but that takes years of practice. Most people (even those with years of effort, degrees, and clients) need space and time to write and rewrite. 

The process was the part I didn’t understand or really know about. Once I realized there was a process, the pressure lifted. I spend a lot of time thinking, then I write, let it sit, edit it, THEN send it to a trusted collaborator and finally, knowing that I will always want it to be different later, I let go of perfection and SHIP THAT SHIT. 

Some actionable steps: 

• Figure out what needs to be written 

• Build copywriting days (prep & edits) into your month so you continue making progress toward your goals

• Don’t do it alone! Hire or trade for help with the writing

• Let go of perfection

I feel your pain because it seems like in our current business world, a perfect trio is the basic expectation: flawless design, authentic writing, beautiful photography. It’s too much to handle alone (and might make you long for the days of working a 9-5)!

Next week, I’ll have my writing partner, Devin Pope of Kindred Word, answer your question from her perspective (here’s the post!)

Warmly,

Sarah

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Ask an Anchor: How do I get more clear on my finances?

Hi Sarah,

I was going to write a long question...but it all boils down to: How do I get more clear on my finances?? I feel untethered and like I’m avoiding my money so I’m probably not making the best decisions or progress possible.

Help, please!

Head in the Sand

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Dear Head in the Sand,

This is a big one. Some real talk: Looking at your money can be intimidating if you feel far away from your goals, but it can also feel really empowering. It’s better to talk about it now and not ignore it. Congratulations on reaching out and staring at the money topic straight-on.

Let’s start with one task: Figure out what you need. 

How much money do you spend or need on a monthly basis? To do this go through your bank account and credit card statements then categorize your spending. That way you can’t lie about what you need or don’t need. Everyone lies to themselves about money -- but you don’t need to. I want you to be able to see what’s going on with your money. 

I’m not about proposing a regimented budget on people. I’d rather you get to know how your business flows and then you can anticipate your slow and fast months (I've written more on this topic before.) That said, if you are consistently overspending that’s a clue that you may need to budget more effectively. And, saving money is an amazing way to feel more clear about your finances. 

While you’re looking at your budget, ask yourself, ‘What do I actually want to do with this money?’ There are ways to contribute to a buffer, save some money for the future, and have some pleasurable things in your life. Talking to a long-term financial advisor should be at the top of your priorities to get retirement accounts (and more) set up.

Next, look at your products and/or services.

How many billable hours do you have every day? How many products can you make in a quarter? What tips you over the edge into burnout? Maybe you need to shift your pricing so you’re not scrambling to pay bills. (Or maybe get a part-time job on the side.) 

A few years ago I wrote about keeping your magic in your business and I think it applies here:

“Figure out what you don’t do well, not just the things you don’t want to do. Do not give anyone else the work that you enjoy. It’s tempting (and maybe not conscious) to hire someone whose work you understand instead of someone who will complement your work. … Better yet, hire someone who sees the weaknesses in your business, the things you literally can’t see, and let them run with it.’

In that excerpt, I’m talking about how important it is to get clear on what’s winning you new business. Maybe in your case, your initial interactions with clients ARE what makes them love you. So you probably shouldn’t hire someone else to handle onboarding. This is where general business advice (such as “Hire a VA”) can be dangerous if it’s not the right fit for you and your business. Maybe it makes more sense to hire someone to clean your house so you can focus on clients for a few extra hours.

Finally, keep your cash flowing.

Building a cash flow helps you answer questions, such as: How much can I get by with if it’s a slow month? What’s my ideal income for my business? Can I say “no” to this project? Can I fire this client? When can I start the marketing campaign that I want to spend some money on? (I love helping my clients with this so much I created an entire Cash Flow Cleanse workshop!) Remember, your finances are a puzzle and everyone is different. Part of figuring this out is paying close attention to your personal expenses because they help you figure out what salary you need.

To summarize, this is the overarching order I’d suggest you follow:

• FIRST — work to understand your personal and business overhead and patterns.

• SECOND — clarify what services or products you offer, their pricing, and time requirements to make them happen.

• THIRD — start building a cash flow analysis. This will help us both understand how to make enough money, what needs to shift to make it happen, what patterns affect the financial health of your business, and the implications of your inflow/outflow (i.e., when you run out of money).

All of the above helps you to uncover and understand the financial health of your business, which leads to making good, informed decisions. And I think that's a beautiful thing. One last note: Beware the tendency to get mad at yourself because you haven’t been doing something you know you should be doing. Forgive yourself and move forward. Start with the above! 

Warmly,

Sarah

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Ask an Anchor: How do I make progress toward my big goals?

Dear Sarah,

It’s been a busy season for me, which is great -- I know I’m fortunate to be working rather than scrambling to get by. 

While I’m busy with clients, tasks that I know are required (like keeping up with accounting, marketing/networking, sending pitches, keeping up with my industry) aren’t getting done. I’m SO EXHAUSTED at the end of each day and my weekends feel like precious recovery time, so I’m not willing to do some of this during those hours. Getting to these extracurriculars actually feels physically impossible, and my creative juices are definitely not flowing after long days and weeks.  

I know those tasks are directly linked with my plans/dreams for the future. How do I not lose my footing on the business AND continue to work toward big goals when I’m busy?

Thank you,

Busy But Worried

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Dear Busy But Worried,

A quick fix is what we all want, but that approach isn’t sustainable, sufficiently systematic, or focused enough when applied to the marathon that is running a business. 

What seems to work best, instead, is carefully analyzing the root of our problems, and working to identify the core issues and motivations in our businesses and lives. In all things: lasting change requires thought, care, and skillful use of momentum.

I honestly love working ON my business. I love planning, mapping out money, figuring out what’s working and what isn’t. If I could swing it (and I hope that I can someday), I would do it all week long. It feels like a puzzle that’s solvable but also endless. Planning eases my anxiety, and it gives me real creative fuel for the next steps in my life and business. Knowing what you want and what to look out for in those decision-making moments is the best gift you can give yourself and your business. 

Focusing on developing your business will be the way your business grows. Is that enough motivation to make the time? 

I used to hope for short days (in my past, sadder life phases) and now all I want is endless energy and 40-hour days just so I can get it all done and do more - live this one short beautiful life to its fullest. 

The joy of planning my business also gets me into trouble. I can fall into a hole of “what if’s” and “who could they be” and “how to reach them” which, when I fall into that flow (which feels SO GOOD), can get in the way of the real work that needs to be done at the moment. Your current business (your clients, deadlines, product development, etc.) are absolutely a priority. My suggestion is to create a day a week (or a few days a month) that is set aside just for the more significant projects. This is harder than it sounds, of course. 

““Your audacious life goals are fabulous. We’re proud of you for having them. But it’s possible that those goals are designed to distract you from the thing that’s really frightening you—the shift in daily habits that would mean a reinvention of how you see yourself.””

— Seth Godin

Here’s what I do…

I am similar to you. By the end of the day, I am done done. The “end of the day” might not always be at the same time either. If I start work early, the end of my creative (and kindhearted) rope will run out about 8 hours later (and those 8 hours include midday breaks, so it really looks like 6 hours of work) I have in the past executed consistent, longer days and I’ve lived off of coffee to the detriment of my health. I don’t do that anymore. In fact, I build shorter billable hours with space for breaks because I am more efficient with rest and under a “deadline.” Most people are that way.

When I have “extracurricular” tasks, I do best when I build a very large chunk of time for them rather than trying to sprinkle those essential tasks throughout the day or week. Maybe it’s because I’m getting older or perhaps it’s because of what much research is starting to show: we humans aren’t actually good at multitasking. And that flow takes time to achieve, so don’t let anything silly (like notifications on your phone) steal your attention. 

Bookkeeping and financial planning need at least two hours a week if not every other week. Create systems to cut down that time and hire the right support to make sure you’re not messing up your bookkeeping system. This effort WILL save you time in the long run. Do not hide from understanding your business’s financial health. I look at my cash flow every day. I can’t keep it all straight in my head, so I built that tool to quell my anxiety so I can quickly return to work. 

Bigger projects like marketing strategy and planning should take you a few, deeply focused days. At the very least, block off 3-4 days on your calendar every quarter. If you can afford it, take yourself to a cabin for those few days with specific goals for completion. There’s no way around this process. The reason you’re not getting to this particular task is that you’re not setting aside enough time to be a human. Humanity with a project like this means you need support in planning (other humans), time to tap into your creativity (long walks, hikes, swims), alone time and rounding it out with real action items. 

Write out the steps, figure out how long each one might take, calendar the steps, and go from there. The big picture work can be more ambiguous, overwhelming, or even not as rewarding in the short term. But your past (and future!) self are rooting for Present Day You to step up and chip away at long-term goals. 

Warmly,

Sarah

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