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There is a drop off that most entrepreneurs new printers experience at the beginning of their businesses. Unfortunately, it’s not talked about enough.
During the building of the business, there is a flurry of activity. We are working on the website, creating a social media presence, developing branding, and doing market research. Everything feels within the control of the new entrepreneur (aka. newpreneur) and they see the results of their actions immediately.
For many, this is an exciting period of dreaming about what is to come.
If you have been open for business for any amount of time, you know that there is a drop off after the business has launched. For many entrepreneurs, it results in a moment of depression and even Imposter Syndrome.
The amount of work has not changed, but the time from action to results is radically different. You see, when we launch a business we transition from taking action that has immediate results and that is 100% within our control, into sales and marketing. Sales and marketing is a much slower process because the results come when others take action.
While we create the business we build out the social media plan. We create a lead generation pipeline. We might even host a launch party for the business (I hope you do!). But afterward, each time we take action, we must wait for the results.
For one of my clients, this was catastrophic. She was already battling impostor syndrome. Her business idea was driven by the mission to exact change in a male dominated, often cold and exacting, industry. She had the right idea. She had a beautiful website. She already even had case studies, something most newpreneurs lack.
But she was dealing with fear about visibility and Impostor Syndrome. When the transition came from building the business to marketing the business, that fear of visibility combined with the drop off and amplified her Imposter Syndrome. She found it very difficult to move forward, despite any explanation that this was normal.
If you are reading this and you are a newpreneur, I urge you to prepare yourself before the drop off. There will be a flurry of excitement from your friends and family, and even your closest inner circle of acquaintances, when you launch your business. At that point, the business is filling a vacuum.
After that excitement, it will take time for leads to galvanize. Your job as a newpreneur, as a new business owner, is to formularize your marketing activity in order to keep the pipeline open so that the leads can come in. Your job after launching the business is teaching the world that you exist, why you exist, and why they need you.
Instead of staring at the metric of leads generated or leads converted in the early days of marketing your business, focus your energy on how many actions you take to market. Focus on your activity, just like you were when you were building the company. The results will come. Momentum will build, as long as you don’t give up.
If you’re worried your marketing plan isn’t working, let’s chat. I offer a complimentary 15min Zoom session to my subscribers because I know how insidious second guessing can be to our mental health. I’ve got you.