It can be SO much harder to reposition and revive your business, message, or program than it is to start from scratch.
Not because of the actual strategy or tasks needed... but because of the sunk cost fallacy.
When you've already put a TON of effort, time or energy into something in your business,
letting it go feels like a failure or a waste... even if it's not working.
This conversation came up with one of my newer mentorship clients, a hybrid online/in person PT who started her business around 2020-ish.
She has a ton of content and programs she's created over the years, but isn't seeing the sales growth or client influx that she'd like.
I almost always begin a mentorship relationship with a deep dive into your ideal client because more often than not
the reason sales aren't flowing, content feels like pulling teeth, and you're putting 'dm me for coaching' in your stories with zero interest is because your ideal client is a mish mash of multiple people at the same time...
So on our first mentoring session, we went straight into her ideal client... but there was a big sticking point/mental block:
Choosing ONE specific, clear, ideal client right now meant intentionally pressing pause on selling some of the programs she already built.
(because those programs don't fill a need for her ideal client right now)
And when it feels like you're so limited on time and energy that any moment you have you're just trying to sell SOMETHING, ANYTHING...
Letting go of what you already have can feel like a waste.
But continuing to try to sell something just because it exists means your marketing message ends up watery and unclear.
No one realy 'gets' if you're for them or not.
You end up with an audience who likes you but will never buy from you because it doesn't feel like what you offer is truly for them.
THIS is why clarifying your ideal client is so powerful.
THIS is why 'niching down' is so important (yet kind of scary).
But here's the fun part about building your business to fit motherhood or any new season of life...
What you've already built/created doesn't have to completely disappear.
We can put it on a shelf, and see where it fits into your strategy later on.
Your ideal client is not a static, unmoving thing.
It's not like you choose one person at one stage of life and then are only allowed to sell to that person for eternity...
But especially when you're building your business on limited capacity, we NEED to start with (big F) focus first
(reference to last week's podcast ep)
You need stability and a solid foundation in selling ONE THING to ONE PERSON before branching out into variations on your ideal client or different offers.
So something to consider:
How does holding onto old offers, programs, freebies or marketing messages keeping you from feeling clear, focused and intentional?
If you allowed yourself to put those things on a 'shelf' for now so you could focus on ONE offer and ONE ideal client, what might that change for you?
Let me know!
Talk soon,
Gillian Bennett
Instagram: @bitesizenutri
P.S. I have ONE business mentorship spot available at $597/mo before the rate increases! if you've been struggling to balance being intentional with your business while also being a present, connected mom... reply DISCOVERY to this email and let's set up a 20 minute call to chat about what the future of your business can look like!
One of my newer clients posted this on her stories after our discovery call ⬇️
Ways to work with me:
- Capacity Call: one-off call for new clients feeling stuck in business to define what actually fits your capacity as a mother and moves your business forward ($99)
- 1:1 Business Mentorship: ongoing support and partnership to build a business that allows you to be both the mother and coach you want to be in this season of life ($597/mo ·
3 2 1 more spot available before rate increases!
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