Ask Why

We introduced you to a framework we call your Company Core Components? in our blogpost, Framework for Your Business a couple of weeks ago. Your Framework consists of your Mission, Purpose, Core Values, Brand Uniques, and Vision— and they describe what we do, why we do it, and the character we possess when we take the necessary actions to create a desired future.?

Today, we will discuss your Purpose— the reason for your Mission. If you recall, Mission is your most important assignment. So your Purpose is the reason you have this most important assignment.

Using the same scenario from the previous blogpost, our example business is a speaker with a Mission to help freelancers start their own business. In the previous blogpost, we discussed breaking down the speaker’s goals and how to calendar them. Here’s the secret though, if we don’t have a solid reason to help freelancers start their businesses, we won’t accomplish these goals. We might start off strong and even book one or two speaking engagements but over time, our motivation will fade because it isn't rooted in reason. Until you know in your heart what you’re doing is rooted in a passionate reason, ask yourself a series of “why” questions.

Keep Asking Why

Why does my heart desire to help freelancers start their own business?

When you answer, keep going and ask yourself “why” about the previous answer. Then ask again and again until you can’t answer. That’s your “why.” That’s the real reason you want to help freelancers start their own business. It might look like this.

Q: Why does my heart desire to help freelancers start their own business?

A: Because it’s hard to be a freelancer.

Q: Why is it hard to be a freelancer?

A: Because there are a ton of bigger companies competing for the same work.

Q: Why does it matter if there are a ton of companies competing for the same work?

A: Because freelancers feel inadequate and often have to market themselves which isn’t necessarily in their wheelhouse.

Purpose: To help freelancers overcome feelings of inadequacy and learn to market themselves with confidence.

Now, we have two of our five Company Core Components:

Mission: To help freelancers start their own business

Purpose: To help freelancers overcome feelings of inadequacy and learn to market themselves with confidence.

Do you see how these are building on each other? Your Mission is clear and now through your Purpose, we start to see some of your passion. You want to help your target audience because you see the real issue for them. Anyone can start a freelance business, but overcoming the feelings of inadequacy and learning to market themselves with confidence is what will set them on the road to success.

As in our example, our speaker now has a clearer message to write speeches around and target their desired audience with the answer to what they feel in their heart is their audience's biggest need.

Take the time to do this “why” exercise. Even if you already think you know your “why.” It may go deeper than you think and may give you clarity to market your message in new ways.

Obstacles That Hold Us Back

If you’re experiencing fear, it’s normal. Unconsciously, you may struggle with worthlessness, inadequacy yourself, or insignificance and these lead to a response of fear. If you feel fear, pause and ask yourself why. You’ll likely find that fear has more to do with the “how” than the “why” or “what.” It’s okay if you don’t know the answer to how you will live out your Mission. We tackle a bit of this in the next section, but if this is a true area of struggle for you, you may reach out to either work in our group coaching or for a private consultation.

Goals and Infrastructure

In the previous blogpost, we set a goal for our speaker of $100,000 in a year. We used the scenario of only having eight months left in the year to meet this goal and stated we will have to do some marketing and leg work on the front end, but then we will gain traction, and let’s say, we are skilled enough to get one per month thereafter. That’s seven speaking engagements between now and the end of the year. That’s only $3,500. We still have $96,500 to go.

So how can we get the extra $96,500? Well, our Purpose just provided us with two course ideas: 1. Overcoming feelings of inadequacy as a freelancer (Maybe the title could be Freelance with Confidence) 2. Ideas for marketing as a freelancer (Maybe the title is Marketing for Freelancers Made Easy).

As you create the course material, you could expand and create two focus books on the same content. Now you have two courses and two focus read books that you feel passionate about. You know this content because it is the very reason you exist as a professional speaker so it shouldn’t take long to write or build out the courses. You can sell your books and courses as a follow up to those seven speaking engagements. (If you have no idea where to begin with course creation or book writing, we can help.)

If we did the math based on these new products alone, you could split the $96,500 between the two content ideas and you’d be at $48,250 per idea. The average author sells 250 copies of their book in the first year. We are already positioning you as above average but for number’s sake let’s start there. At $15 per book multiplied by 250 copies sold you’d be at $3,750. You’ll need to sell $44,500 in courses which would be around 223 courses. So over the next seven months (remember, you have eight but one is for the leg work on the front end), you’ll sell 35 copies of your books at each speaking engagement or during the month, and 32 courses per month. But keep in mind that we stated before that you’d do seven speaking engagements. So you have options, you can book seven around one topic, and sell both books and courses from those engagements or you could double your speaking engagements doing two per month, one on each topic. Either way, you’re on your way to $100,000!

Be mindful of the size of the audience at your speaking engagements. You’ll need around 150-200 people to average out the sales you need to make. If you are speaking to a smaller group of people, your conversion rate could be smaller. You can also run ads during the month for your course and/or book. And of course, each product will direct the audience to the other products. You’re off to a great start. We will talk about your Core Values in the next Purpose blogpost. Be sure to subscribe below to not miss the next in the series!

Here’s an example of some to-dos that could be calendared based on today’s focus.

1. Subscribe below to get all blogposts in this series.
2. Update the Company Core Components with my clear Purpose.
3. Create an outline for my course using my Purpose.
4. Create course worksheets/workbook.
5. Create graphics for course advertisements and landing page.
6. Write ad copy.
7. Write email series for course participants.
8. Write sales emails.
9. Design a course landing page.
10. Schedule writing time for focus read.
11. Attend a workshop to get the full list of details and specialists to assist in this.

Are you struggling with applying this to your business model? Need help breaking down the goals, the to-dos? Brenda has you covered in The Success Process: A Goal Intensive Workshop. She will help you with your framework and work through your goals and the integration necessary to reach the goals. Sign up today to hold your spot!

Brenda Haire is the Co-founder and CEO of Joy of Pursuit, a consulting agency helping individuals and small businesses position or pivot—whether just starting out or having lost your way—by clarifying your purpose, creating better processes, or publishing your brand story all while experiencing joy in the pursuit. Brenda is the author of Save the Butter Tubs!: Discover Your Worth in a Disposable World, Worthy: Know Your Worth and Act Accordingly to Experience Freedom, Enjoy Fulfillment, and Live Fearlessly, and The Hiring Process: A Complete System to Save Time, Simplify Steps, and Strengthen Your Team, and The Onboarding Process: How to Connect Your New Hire.