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Entrepreneur Spotlight: Devin DuMond

What got you interested in becoming a marketer?

I got interested in becoming a marketer because I honestly believe in people. I love learning about what they have to offer, their talents and ideas. And then I want everyone else to know about it too! I know a lot about design and branding. I also love making connections. So when I work with my clients, I am able to apply all of my knowledge and experience and use those as tools to get their message heard. If someone doesn’t know how to get noticed, I am able to do that for them, and that’s the most rewarding thing about marketing.

What do you love about what you do?

I really love everything about what I do! Like, completely and wholeheartedly. What I do in my business — design, illustration, social media, consulting, managing, teaching — these are the things that come quite naturally to me. Nothing about it is forced. So when I work with someone who is frustrated or doesn’t have the time to do all of the marketing for their business, its actually fun for me. I get excited about it. And when I hear the success stories, it completely validates what I do.

Tell me a story from your work.

My husband and I started Hatch together. He’s kind of my go-to problem solver and the one I bounce my ideas off of. So when I told him that I was going to be featured for my expertise in marketing, I said, “But I don’t know anything about marketing!” He responded by laughing and saying, quite frankly, “Honey, that’s all you do is marketing.”

This conversation has been a total game changer for how I perceive the work I do, myself, and marketing in general.  In my mind, marketing is where a boardroom of suits are sitting around a table with a nervous guy in the front showing bar charts, diagrams, and statistics. This is NOT what I do.

My version of marketing is meeting one-on-one with a client, listening to them describe the message they want to get out into the world, and then me figuring out how to make that happen. I pay attention to trends in design and social media. I look at what other people do and think about what grabs my attention. Everything I do is very much based on my own experiences. I think, “Well, if I like (fill in the blank) then I bet others do too.” And then I tell my clients to go do it!

How has marketing been important for your clients?

I’ve worked with a lot of startups so these are people who are taking a risk, trying something they’ve never done before, and are often investing their own money into a visual identity or social media campaign. Having actual evidence that what I do for people has helped them succeed has been crucial in building that trust. When you are starting from the ground up, having a solid marketing strategy is everything. I spend a lot of time researching for my clients and want to make sure that I’m giving them the best information and guidance.

What do you suggest for your clients who want to try to manage their own marketing?

Pay attention!! Pay attention to what other people are doing and to what catches your own eye. And then try it yourself. I have found that marketing can actually be pretty forgiving. If you try something — let’s say an ad campaign — and you don’t get results, use it as a learning experience. Analyze it and ask why didn’t it succeed? And then do it differently next time. Its all about moving forward and not giving up just because one idea didn’t pan out. My husband and I have tried tons of different marketing techniques for Hatch and I can tell you that many of them were complete duds. But, we just don’t give up.

Why your work week should be 10 hours or less

The 70-hour plus work week is a sham.  Pride in overwork is misdirection.  These cliche’s are completely false, and they are distracting thousands of Entrepreneurs from the truth:  something in your business is out of balance.

In fact, you could easily be working less than 10 hours a week on your business.   You should also be making more in those 10 hours than you did in the 70 hours you used to work.  Think I’m crazy?  Read on to learn more about the amazing effects of Scaling a business.

What’s out of whack?

If you are working more than 40 hours a week in order to earn a living, something is truly out of balance in your company.  Typically there are two possibilities – either you’re charging too little or your lead generation pipeline is broken.

Charging Too Little

It is all to common that women charge too little for their products and services.  Especially services.  Over and over I’ve seen my clients undervalue their time out of a place of giving.  I love that my clients have big hearts, but our time is valuable!  It is used to make sales, project manage, order inventory, and more.  If you give all your time for free, you will quickly find that you are hurting your company and its growth.

If you feel like you may be undercharging, look at your competitors — in all markets.  I happen to live in a city that has extremely low cost of living, so it would be easy to price myself lower than the true value of my work.  If I had done so and had a consultation with someone in New York City, they would have thought I was way underpriced (and probably not worth their time).  Your pricing matters, not only to ensure you make what you should, but so others believe in your worth.

Broken Pipes

Alternatively, you may be priced on par, but your lead pipeline is broken, so you’re spending way more time hustling for clients and customers than you should be.  I tend to see this in clients who equate sales with sleazy used car dealers (and the like).

First of all, sales and marketing are two different things.  Marketing is your pipeline.  Sales is what happens once someone reaches you through the pipeline.  You need both.

Look over your lead generation over the past few months.  How are you doing?  Did you get many leads but not convert them, or are you not getting many leads at all?

If you’re providing a service and either of these is broken for you, I highly suggest taking a look at the book “Book Yourself Solid“.  It walks you through creating your Target Market, how to talk about your business, and then how to create the pipeline for marketing your work.

But I’m the only one that can do this!

Wrong.  If you truly were the only person in the world that could do what you do, you would be making way more money, and probably for an institute or organization.  So let’s rework this mindset.

I used to think I was the only one who could create websites that went deep into my client’s target markets.  I certainly am the only website developer in my city that has a degree in Anthropology.  While that is unique, that didn’t make me the only person in the world who could do what I did — or even the only person in the city.

In fact, once I stopped being stubborn and started looking for someone who could do what I did, I found someone even better.  That’s right.   Instead of finding someone who was as good as I am, I found someone who is even better.  Not only does she have the ability to see into the minds of others, she is also certified in other tools that I am not, and dreams up way cooler design for our clients.

What about the techniques and systems I had created specifically for my company?  I trained her on those, and she rocks them out from her unique point of view.  Since hiring her, our portfolio has quadrupled, all because I now have more time to sell and market our services.

Hiring a VA

Perhaps you’re not ready for employees.  That’s alright.  You still are doing work you shouldn’t be, like scheduling your social media posts, writing up contracts or proposals, ordering supplies, and more.  Yes, you need to oversee some of this through daily, weekly, or monthly checkins, but you don’t need to be doing these things, yourself.

This is when an Intern, Virtual Assistant, or Personal Assistant is absolutely the right fit.  They can be available to you as little as one hour a week, and they free up the valuable time you use to bring home the bacon.  More time to sell and create partnerships equals more money!

I am a big fan of Shared Hands (my friend’s VA company) which is 100% based in Grand Rapids, Michigan.  The fabulous part of their service is if you do happen to grow to fill your Assistant’s time, you can buy out their contract and bring them on as an employee of your business.

Systems, systems, systems

Finally, it may be that you are spending too much time working simply because you need to systemize.  How much time do you spend scrambling when a new client comes on?  I once asked a new client how she would feel if she had ten new clients sign that day.  She said she’d probably run away — she didn’t know how she would manage onboarding that many clients.

The truth is ten new clients should make you jump for joy.  If it doesn’t, or if you feel like you’re spending extra time doing small tasks, it may be that you need better systems.  Take a look at your repetitive processes.  Is your contract standardized?  How do you onboard your clients?  Do you have standard milestones that can be a part of an automated system?

Some of these things must be created internally, but some of them can be outsourced to an app.  For example, I found I was spending a lot of time emailing back and forth to schedule meetings.  I now use an app called Calendly which does it for me.  Some CRMs come with automation that handles your entire sales process for you.  Make use of such services to ensure your time is free to do the work that matters — and to see your family once in a while.

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Podcast

Degrees of Separation Podcast | Sara DiVello

“I’ve started thinking about time as a currency, and none of us has unlimited time.”

Sara DiVello is the author of Where In The Om Am I?  She left a six figure job in order to study yoga and lead a healthier life.  Learn more about her path in this episode.

Find out more about Sara at http://saradivello.com