I have built my business on something that was so difficult, for me, I never thought I could ever do it. It turns out that a person can use a difficulty to create amazing, and successful, results.
I have been listening to Michael Caine, this week, reading from his autobiography ‘Blowing the bloody doors off’ as part of BBC radio 4’s ‘Book of the week’ (I bought the book).
I was fascinated by his description of his journey to becoming an actor. He also describes a philosophy that he uses, in his life, and that he has taught his children.
He learnt this philosophy as a young actor – during the rehearsal of a play. The premise was that a husband and wife were having an argument, and were throwing things at each other. When he came to make his entrance, onto the stage, he found that he could not get through the door because there was a chair in front of it.
He could only partially open the door. He looked at the director and said “I’m sorry sir, I can’t get in”.
The director said “What do you mean?”
Michael explained that there was a chair in the way, and that he could not get the door to open smoothly.
The director said “Use the difficulty!”
Michael did not understand this, and ask for clarification.
The director said “If it’s a comedy trip over it; if it’s a drama smash it up. Use the difficulty!”
I realise that my own products, and services, are based around my having used ‘the difficulty’.
As a child, teenager, and young adult I was petrified of public speaking.
However, as a consultant I have had to learn to promote, and market, my own business. This has involved my delivering marketing presentations to large groups of people. I was so frightened of this responsibility that I had to learn how to do something that I hated doing.
To my amazement, a number of my ‘networking buddies’ asked me to teach them how to do a 1-minute marketing presentation (elevator pitch) so they wouldn’t get nervous, anxious, and flustered.
It turns out, and it is obvious, that if a person is anxious, and nervous, she or he will not portray the confidence that a prospective customer would consider to be a prerequisite to parting with their money.
In my experience, in order to effectively build a business, there are two things that are required:
2. Effective communication
The hurdles, that get in the way of a business owner being able to achieve this emotional state and skill, will usually be:
2. An inexperience of the building blocks of a marketing message.
Do you sometimes feel nervous when someone asks you a question about what you do, or how you might be able to help them? If so, I have a free download entitled “Three steps to nerve free presentations” that I think you might find of use…