Business Marketing Magazine Summer 2017 Summer2017 - Page 32

The Business of Family A s a solopreneur, I wear many hats. Who am I kidding: I wear all the hats! Like many solopreneurs, I excel in some areas and struggle in others, but I am always learning and willing to adjust my behaviors and try new strategies around meeting new people who need my services. My goal is to be introduced to new people every day, to get them excited about my business, and to persuade them to work with me. In order for me to do that, I must know exactly what my clients need. What is the void that I can fill? Most businesses fall under one of two differ- ent models: retail or service. But what if your business is a mixture of these two models—a hybrid of some sort? What if you were selling an experience that will turn into something tangible but, presently, is just an idea? How do you get people interested in that unique, one-of-a-kind, personalized gift of their life- time? 32 Retail stores have something readily available for you to buy; customers can be instantly gratified. If they are looking for a scarf, your store may have many to choose from. If they are hungry, your restaurant can make them a taco. Service-related business can clean your house every week so you can spend more time with your family; if the oil in your car needs to be changed, the service station on the corner can do it for you in 15 minutes and let you mess. I don’t provide a ready-made item or a quick service as my product. So how do I get peo- ple to say,” Yes! I need that!” My approach is all about personal relationships—the rela- tionship that clients and I have, as well as the relationships they have with who they are. As the founder and principal of Red Artichoke Stories, my goal is to provide a solution to personal emotions around loss. And as we all know, emotions drive many of our decisions. My passion is to collect and preserve my cli- ents’ stories before they are lost or forgotten. In this way, my customers can share them- selves and their beliefs with those they care about now and to help introduce themselves to future generations. Think about family members who have passed or maybe even those you never knew. What