How To Double Your Income, Starting Now
You're stronger than you think you are.
Today I’d like to tell you about a mistake I once made. It was big, expensive and frankly it still smarts, even though it was a long time ago.
No, it actually isn’t the wet-look dress I wore to my senior dance in 1995, but thanks for bringing that up.
The story goes like this.
Anthony and I realised we needed help with a particular aspect of our running our shop, so we looked around and found Expert A. She looked amazing. Great website, lots of testimonials and an excellent track record. We thought she could fix this for us. So we signed up and handed over a lot of money.
She asked us to send her information about our business so I pulled together everything we’d been working on. This amounted to a lot of stuff. We’d been talking about this particular challenge for a long time and had approached it in many different ways. There were graphs and charts and profiles and ideas we’d scribbled on the back of receipts.
I cleaned it all up and sent it over to her.
Then we waited, and waited and waited.
At first it was a relief to feel that our problem was being taken care of, but as time went on we got frustrated. We needed a solution and she wasn’t coming up with any answers. The due date for the project came and went. Nothing.
We emailed her to ask where our solution was. She reacted angrily, then complained about us to her friends on twitter. Eventually she agreed to complete our project and offered us a small reduction in the balance of her fee.
We paid up. We opened her attachment. Our hearts broke in half.
All she’d done was re-write the information we’d given her. The rest of her report could’ve been about any business, anywhere. There were no solutions we hadn’t already thought of ourselves.
We took two lessons from this experience.
The first is that there’s always another bottle of wine in the cupboard under the stairs. Always. It might be right at the back, under a pile of coats and a rowing machine. It might be perilously close to something used to strip paint.
But if your motivation is strong enough, you’ll find it and drink it.
The second lesson is this:
No-one is more of an expert on your business than you.
Once we realised this we easily found the professional help we needed and have never looked back.
You know your business at a cellular level because you invented it. You conjured it up and gave it a name. You’re the one who makes your lovely thing. You’re the expert. Other people can teach you and give advice, but you’re the only one who knows your business at its deepest level. And you’re the only one who can fix it.
So with that in mind, I’m going to ask you a big question. What do you need to do to make twice as much money?
Let me just tune into your brain for a second and channel some answers. Ah, yes. Here we go.
1. Start selling more stuff.
Your brain has this radical idea that you’ll double your revenue if you sell more items. Crazy, huh? But hang on. Maybe there’s something stopping you from selling your work as effectively as possible.
Are you pitching your lovely thing to retailers on a regular basis? Are your product photos and descriptions laser-targeted to your particular customer? Do you know how to sell your work in a way that feels good, so you actually enjoy doing it?
If you’re laughing in a hollow kind of way right now, these are things you need to fix if you want to double your income.
2. Stop leaving money on the table.
Your brain says some of the things you do cost you cash. It’s rather insistent on this point. Maybe you’re not following up with the retailers you pitch to because you’re scared you’ll look pushy. Maybe you’re not getting in touch with existing stockists when you have new items. Maybe you’re wasting your time by sending submissions to the wrong stores.
Whatever you’re doing (or not doing,) your brain says you’d have a lot more money if you fixed this stuff. In fact, your brain says that if you sorted out these issues you’d probably do a lot better than simply doubling your revenue, because these kinds of solutions tend to stack up.
Okay, your brain is now making some suggestions about what you might choose to spend that extra income on. Melted cheese seems to be a theme.
3. Stop thinking “I can’t do this.”
I think we just hit a nerve. Your brain wants me to be very clear about this.
You can make your business work in the way you want it to. You can make twice as much money, starting right now. You don’t have to shrink your dreams and settle for what you can get.
If you know you need to work on your buyers’ pack, go and do that. If you know you need to switch from consignment to getting paid upfront by your stockists, go and do that.
Fix what you know you need to fix. I think what your brain is trying to say here is:
You’re smarter and stronger than you think you are.
THIS ARTICLE WAS WRITTEN BY
I help creative people like you sell their work to independent retailers, without hyperventilating into a sandwich bag. I take the EEEEK! out of wholesale and replace it with AAAAH, right up until you're making the kind of money you want to make.
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