I just received the following email from one of my clients. He describes a story I see quite often!

Jackie,

I use the ideas in your book every day.  I even bought a copy for a few friends of mine who are struggling with their businesses. One has a wedding cake business that I think could do really well as she is an artist with cakes. But she does so much other stuff.  She seems very interested in the book, but when I asked her about it- she said she didn’t have time to read it! And then she told me of how business was slow! I wanted to say- look at what you’re doing! You have an option to learn something new. But I didn’t. It’s her life. Why do you think people are interested in new ideas and then don’t read about them?  Even when they see how I have turned my business around?

Ethan R.

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Hello Ethan,

Sometimes I find that creatives resist making changes in their actions even when they know that what they are doing now is not working.   I guess it is that old thing about us wanting  to get different outcomes  from  the same old inputs  So instead of doing something different, we do what we have always been doing but we do it louder, faster and more often.  And, guess what, we still don’t get different outcomes.   We are stubborn and want it to work OUR WAY  no matter what- and  many times we would rather complain and suffer and maybe blame others and become cynical than change.

There are some strong elements of personal mastery and discipline that underlie the principles of Better Smarter Richer which is why just saying you want to change is not enough. I believe that successful creatives are ready for bigger steps than only changing their business practices- which means they are ready for the book and eagerly make the changes needed.  Here are the elements I see in the people who get so much from the book:

- Determination to achieve your dreams

- Insistence on good outcomes and success for yourself

- Belief that you deserve the life you envision

- Commitment to taking the steps to make it happen

All of these elements are what make you strong, make you a professional artist and make you willing to do whatever it takes to create the future you want.  The principles in BSR are not simple even though they may sound simple.   That’s why people can say they WANT to change, but find the doing part much harder.  I would say that you have probably worked on the above steps as much as you have the principles in the book!

Jackie

I have been on vacation this summer but I am staying in touch with an air card and my computer. Don’t neglect your internet and connectivity skills. Technology today means that as a creative you do not have to limit your market to your local area. You can reach out and connect to possible customers any where in the world. The connectivity we have today is one of the reasons why you must narrow your focus and carefully articulate your specific value proposition- so that the exact customers who are looking for exactly what you do can easily find you by searching the web. But remember, you are an artist- get a web professional to help you position yourself to take advantage of the electronic tools to help you find your market- and to help your market find you!

Hello,

I’m really enjoying myself as I travel across the US this summer. I’m meeting so many people I’ve worked with online and now get to meet in person! I had lunch today with a client who is a marketing specialist. He’s a speaker, coach and has self-published a very interesting book on how to market products online. His business has been really slow of late and instead of refocusing on his truly viable business and changing it into something that I can see working very well, he has decided to go back to his old business that doesn’t have a track record – his massage business. The problem is that he doesn’t have clients and will have to find a space and come up with a marketing plan.

I suggested gently that considering all of the time this will take, he could use his incredible talents and energy to redirect his current business as there is a market out there for what he does. The problem is that he’s so used to going back and forth between these two businesses instead of putting all of his attention on one and really going for it, I’m not sure he was very open to my ideas. It’s always hard for me to see how a lack of focus on one idea can side rail such a talent into too many directions. As you may know, I call this Mission Creep and it’s the bane of many very talented creative entrepreneurs. If you find yourself in this position (as we all have!), here are some suggestions from my book, Better, Smarter, Richer: Seven Business Principles for Creative Entrepreneurs:

1. If you have more than one focus and you’re still not making the profit you would like, think carefully of which of your businesses has the most earning potential along with providing you a creative outlet that keeps you interested. It’s always about profit as much as the enjoyment. I call this finding your niche and cover it in great detail in Chapter Two. Just doing the exercises in this chapter can change the way you look at your work.

2. Remember, your time is your most important asset. They way you spend your time on your business will determine how much of a profit you can make in order to support yourself. This is covered in the chapter called The Time/Money Squeeze. Once you learn to avoid the Time/Money squeeze, you’ll see your profits climb steadily.

What I love about all of this is that change is so possible. I find that it’s the first steps that are the hardest. It’s hard to let go of what you’ve been doing, even if what you’ve been doing isn’t working! If you’re really resonating with this topic, you’re not alone. I see it in all of the creative entrepreneurs I work with, and I love to see when the light turns on in their eyes and a change for the better is made.

I will end this newsletter with a quote from my client Julie. She was so hesitant to raise her prices when we met, but once she did she told me she could never go back.

“Hi Jackie. What amazes me the most about learning what I’m worth and truly knowing the hourly time I put into a project or client is that I now know exactly what I want to make per hour for my work- whether it’s one on one or writing a book that I then sell at the back of one of my classes. For example, I used to say yes to the, ‘ Julie, let’s meet and I can pick your brain and buy you lunch!” Now, I say, “I have a great coaching business that is perfect for this. We can really focus on what you would like to work towards. Let’s meet to talk about your needs and my process and fees. It would be great to work together.” I charge $100 an hour to startno matter what now Jackie! And what really amazes me is that most people say, Yes, when can we start?” I loved Better, Smarter, Richer and keep reading it over and over again. It changed my life. Thank you Jackie!” – Julie

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If you would like to know more about the book, please click here for ordering information. I guarantee that the book will change the way you look at your business while you’re reading – and will change it even more when you do the exercises. I believe this so much I have a 100% money back guarantee. My goal is to help you succeed in all that you do as a creative entrepreneur. It has been the focus of my work for over 20 years and I’m so glad I now have a book that can help you be a successful part of this goal.

I would love to hear your comments on the book, your work and how you have made changes that have improved your business and helped you enjoy your creative entrepreneurial talents to the fullest.

Good luck in all that you do,

Jackie B. Peterson

We spent time today at the Canadian Museum of Civilization. A major portion of the museum focuses on the First Nation people of Canada and their art. Think of over 1000 years of beauty- totem poles that reach to the sky. Beautiful clothing and wonderful baskets and artifacts. I think our art today represents our way of life as well as as the art from that time. Something to ponder.

We are in such a beautiful part of the country it is easy to see how artists are inspired to do fabulous work. Lake Superior is a “presence” here- sometimes calm and friendly, sometimes stormy and forbidding. In the winter the lake is fierce and sometimes reaches out and sends huge boats to the bottom! The forests stretch as far as the eye can see. And, artists abound. It is both peaceful and challenging..the surface is lovely but the power is never far away and should never be taken for granted. That is just like your power as a creative- you are the one that helps others see the world through new eyes.

We are spending time in Upper Michigan. There are many creatives here and we have seen many of them- at local farmers markets and on art walks and at some of the many summer events. They have wonderful crafts to offer and struggle with making money. Remember focus and specialization-differentiate yourself with a unique product and approach.

Last night I had the joy of seeing the Broadway Across America production of The Lion King. How wonderful! It was simply awe inspiring to see such a feast of creativity on the stage for over two hours. The acting, singing and dancing are spectacular as are the unbelievable costumes. Some of the actors are 9 and 10 years old! Wow, I was entranced and feel inspired this morning. For me it is really important to renew my sense of joy and creativity on a regular basis. I feel very satisfied and “full” of hope with a renewed appreciation for the beauty of the world around me today.

I was recently a presenter at a work shop for new creative entrepreneurs who asked, “of all the advice you have to give, what are the two most important things you would say?” Well, if you read my advice you know the answer: Focus and Charge enough money.

Focusing your work becomes more important every day for many reasons. One big reason is that more and more small businesses are being started every day by energetic creatives who cannot find work. And, as more competition comes into the market place it is critical that potential customers know EXACTLY what you do so they can find exactly you.

Then, if you do not charge enough money you will not stay in business very long. In addition, your clients will not recognize how valuable you are – we judge many things by how much we pay for them. Don’t under price- that is never a good strategy to get more business unless you are WalMart!

In Portland we have so many craftsmen and creative entrepreneurs that there is going to be a three day event this week featuring hands on work shops and networking and business classes for crafters from across the country. It will be at McMinnimans Kennedy School Wed-Friday. Be sure to check it out!

I want to thank all of you who came to the book launch party on June 5! It was lots of fun. We had many guests and lots of books were sold. Better Smarter Richer is featured in this month’s Food For Thought newsletter, a publication of the International Association of Culinary Tourism which supports creative entrepreneurs who have small culinary businesses that benefit from tourist activities. Check it out.