Guest post by Shawn Driscoll
One of the most-asked questions I hear from ambitious entrepreneur is this: How do I know if I’m ready to add a Signature Program to my business? Over the years I’ve discovered there are five key situations that adding a Signature Program to your business can resolve.
1. Marketing Muddle
You know you are stuck in Marketing Muddle when people ask you what you do and each time you give a different answer. Or when others introduce you or describe what you do to their friends and followers, you feel like they’ve missed the mark. Marketing Muddle is most common when you offer a wide variety of products, programs and services without a clear core concept that unifies everything in your business. People love your work when they experience you, but the wide variety leaves them confused about what it is you do…exactly. In this situation, you need a Signature Program that serves as a unifier and integrator in your business. You need to land the core concept of what it is you do so that everything else makes sense.
2. Chronic Reinvention Syndrome
If you find that every few years you are asking “What next?” and set off on a course to create something all new, you may be stuck in reinvention syndrome! Staying fresh and on the cutting edge is one thing. But if you are often reinventing your business you may be missing a solid core message and purpose. Perhaps you create great plans but they never quite live up to what you hoped they’d become. Or you tire of them and go out in search of something you’re more passionate about.
Constant reinvention can be a sign that you are still searching for that elusive clarity about your unique sweet spot. Or that you believe growth comes from creating something new, rather than building something long lasting. Going through the process of creating a Signature Program can help you uncover what it is you are uniquely designed (gifted) to offer, and help you put a strategy in place to make it stand the test of time and get you off the reinvention treadmill.
3. Content Overload
As a prolific creator you may have developed so much content through the years that you don’t know what to do with it all. And trying to sort through it is overwhelming to say the least! It’s like dealing with years of accumulation in your ‘business attic’. You need to sort through it in a systematic way and put all the pieces together in a way that you, and your clients, can manage.
This is why working on your “Signature System” can help. By taking a step back from the content, and looking at the big picture of what your overall client service system is, you can figure out how to organize and sequence your content into meaningful programs, products and services. And decide what to release, reuse or recycle.
There comes a point in your business growth where you hit a level of complexity that starts to feel an awful lot like chaos. You’ve got so many ideas swirling in your head you can’t make sense of them all. There are so many moving parts that keeping track of it all has become a chore. There are so many demands for your time, attention and energy, you’re drained. And you’re not sure what to do to restore order.
This may be the time to take that proverbial step back and look at the bigger picture. Mapping out your Signature Program can help you simplify your business and strategically pull the pieces together and get you back in the driver’s seat of your business and life.
5. Dollars-for-Hours Trap
In a service based business, you start out with the goal of building a ‘full practice’ of clients to work with privately. Your business model is built around customized delivery of your service. And that’s a great place to start building. But at a certain point you hit an income ceiling that you just can’t break through, even if you raise your prices or add more hours to the day. You are essentially capped out.
This is the perfect time to add a Signature Program to your business offerings. You’ve got enough of a track record with private clients to know what it is you offer and what clients want. And you’re ready to create more personal freedom while serving more clients and making more money.
It’s easy to get wrapped up in the day to day busy-ness of running our business. But sometimes you need to take a step back and look at your business with a fresh set of eyes. Going through the process of asking yourself “What is my unique solution” and then finding a way to package that uniqueness into a Signature Program can help you clarify, focus, integrate and simplify—and set your business up for long term growth.
About the author:
Shawn Driscoll, known as the “Trailblazer’s Coach”, believes the fastest way to build a respected and profitable business is to dare to be distinctive. She’s fiercely committed to discovering what makes each business owner unique and supporting them in creating exclusive products and programs around that talent or ability. With a keen eye for strategy and a sixth sense for seeing ‘hidden’ systems within businesses, she has fast become a sought-after coach to many trailblazing entrepreneurs and leading experts internationally. Connect with her at www.ShawnDriscoll.com