Are you selling a cake or a recipe?

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Here’s what I see a lot… people marketing recipes: the ingredients for a cake – the step by step pieces you need.

But what a cake lover is more interested in is the finished article – what a cake lover buys is a CAKE! I get a lot more excited looking at a slice of carrot cake than I do a bag of flour, eggs, sugar, some carrots, a wooden spoon… and yet this is what I see a lot of people are ‘selling’ – the ingredients.

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Give them what they want (but make it what they need)

You should always be listening to your market and offering products and services they want. That’s common business sense. That said, sometimes you may know that what they (your market) ‘want’ is not what they ‘need’. The trick here is a to strike a balance and meet them where they are, then gently ‘steer’ them to where you know lies a better answer.

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Flying through the air (& business) with the greatest of ease (eventually)

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Get ready for an overload of metaphors. This whole blog is a giant metaphor for business as far as I see it, with lots of lessons and smaller metaphors along the way. Hold on tight (I was)!

So I need to clarify what I am going to write about… it’s about my circus skills (or lack thereof). It’s about me ‘learning’ the Trapeze.

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Pace yourself (and get good at the 1 thing that makes all the difference)

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When you work out your Thing, it’s very tempting to then run at 100 miles an hour and try and get everything done at once. You want the website, the Facebook followers, the big list, the speaking gigs, the PR, the online programme–the lot. But what you might spot missing from that list is clients (and therefore cash).

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It really CAN be that easy

Your Thing is easy. I’ll say that again: Your Thing is easy FOR YOU. That’s the key point I want to make–it’s not that your Thing is easy for everyone, it’s not that everyone sees the world the way you see it, can solve a problem the way that you do, or work the way you do. But your Thing is easy for you.

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Business Celebrity Marmite (some love it, some don’t!)

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When you become a business celebrity it’s important to know you turn into marmite (not literally, as that would result in quite a sticky mess!) but metaphorically – some people will love you and your Thing and others will not like it at all. But that’s OK. It’s all part of being a business celebrity; […]

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