Set Your Sails

It is the set of the sails, not the direction of the wind that determines which way we will go.”  – Jim Rohn

The economy is front, middle and back page news these days. Debt ceilings, the declining dollar and defaults are all we keep hearing about.

And lets face it;  the economy is in shambles. Experts across the country and around the globe are saying that a crisis is unavoidable at this stage.

Now I’m no economics expert, but I’m forced to concur.

The truth is, you and I can’t do much about America’s economy as a whole. The problem is just too big.

I’m not saying that to convince you to throw up you hands and take a fatalistic mentality. Quite the contrary.  Any good coach will tell you not to get caught up in things you have no control over, but to focus on what you can control.

So here’s the question that really matters: how’s YOUR economy?

You can get bogged down about the macroeconomic situation, but you should be more worried about protecting your personal microeconomy.

2011 has been my most profitable year yet as a copywriter. While so many of my colleagues are complaining about taking a hit, having difficulty finding gigs. On the other hand, right now, I have a waiting list for clients who want to work with me.

I’m not saying that to brag, believe me. I bring it up because if I can do it, so can you.

I’d be remiss if I didn’t give you a few insights into why my economy is not currently reflecting what we’re seeing in the economy at large.

1.) I’m continuing to give. So many businesses are clenching their fists, holding back what they could be sharing, for fear of being ripped off. Or, instead of taking the time to nurture leads and develop relationships, they are rushing the selling process.

Give as much value as you can. Giving information (in a strategic fashion) will firmly establish you as an expert, as an individual or business that cares about it’s customers and communities.

2.) Positioning. Don’t get caught in the death spiral of commoditization. You absolutely must be unique, especially during a downturn like we’re facing now. If your competitors can honestly make the same claims that you make about your business, you can only compete with them on price. You don’t really want to do that, do you?

Find your own unique selling proposition/competitive advantage and make sure your target audience knows why you’re a smarter choice than the other guy.

3.) Don’t react in fear. Define a plan of attack and be proactive. What do you want to achieve? Who do you want to work with? What  account are you aiming for? What do you have to do to get it?

Fear is killing your competitors.

Remember: “The possibilities are numerous once we decide to act and not react.” (George Bernard Shaw)

4.) Find out what your audience wants and help them get it.

5.) Don’t be afraid to negotiate confidently.

By all means, seek to understand the big picture. But also understand that no matter what the economy at large is like, there are always some people who are winning. Put yourself in a place to be one of the victors.

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