I’m Not Your Demographic.
4 Reasons Asking Questions is Vital to your Small-Biz
To assume makes an ass out of you and me. This silly little play on words is oh so wise, especially when it comes to sharing your small heart-centered business, services, and brand with others you think might be into it.
(Especially if empathy and listening are at the core of what you do.)
Here’s why…
Being pregnant, friends and acquaintances in my community come to me (both who have had children, and who haven’t) with events, workshops, and products they assume I’m going to jump all over because of the stage of life I am in.
Some examples include:
A documentary about other women’s very raw birthing and mothering experiences
A WhatsApp and wellness group called (re)Parenting Yourself
A mommy’s circle to talk about our experiences during pregnancy
If any one of these well-meaning people instead came to me with a question:
“I am doing X, and was thinking this might be something you would be into because you are X. I don’t want to assume, but is this something you’d be into?”
This would then open the door to connection + information about me, even if the only investment they are asking for is my time, attention, or energy.
Yes, I am going to be a mom, but I am still Amanda.
I am still a somewhat solitary creature who processes in her own time, digs DEEP into academic research, trusts a small group of close friends, and doesn’t like anything too contrived or gimmicky.
Just because I am going to birth a human does not override my identity, nor does it lump me into a category of “moms” of a single hue. And if you asked me, I’d tell you this.
Case and point:
Never assume anything about the people you expect to dig your offerings.
Instead, be scientific about your assumptions: get clear that you are making a hypothesis and need to stay curious.
I have been a partner in two large-scale projects that did not have successful outcomes, both of which might have been prevented if we better investigated our assumptions.
I assumed El Pescadero, a small town where I lived in Baja California Sur, needed a new yoga studio. Had I asked questions, I’d have learned that two more were opening at the same time.
I assumed the Christian demographic would be into their own niche Airbnb, and that it would be fun and easy to get investors and buy-in from the community.
Both of these projects consumed a year’s worth of time, thousands of dollars, relationships, emotions, and more.
But here I learned a valuable lesson:
Ask questions before investing heavily into an idea, project, or business you think others will jump at.
Tip: If you don’t know, know that you don’t know. Get comfortable living in the question. Chances are the right questions, along with the opportunity to ask them, will come.
This is how you get data.
What is data? Data is not a bunch of ones and zeros in a mystery computer somewhere.
Data is factual information (qualitative or quantitative meaning stories or numbers) about the people who you think might benefit most from that special thing you offer.
Here are 4 Ways Asking Questions is Necessary to Your Projects/Business:
Their answers (aka info/aka data) will help you better talk about what you do, using the language that your perfect match of a client uses. For example: no one says to themselves '“I want to transform my life.” They do say “God, I feel stuck. I’m broke. These hormones are kicking my ass. I need help.”
Their answers will help you better structure what you offer. Perhaps your clientele with school-age children can’t afford a 5-day retreat in Bali, but they can afford a six-week online course for 3 hours each week on a Saturday.
The info they give you will help you be better at what you do, and share it confidently. There is nothing worse than feeling like you are screaming into a void. Data and info-gathering from clients and potential clients will show you where you are spot on, and where you are missing the mark.
Listening provides empathy, inspiration, and understanding. As a heart-centered and/or creative small business, understanding others and really listening is a vital part of birthing something beautiful. Don’t forget that.
What are some creative ways to gather information (aka data) from your clients? Just ask.
Ask to take them to coffee. Ask them after you finish your project together. Ask how you can do better. And treat their time as if it is pure gold. Because it is.
Larger companies invest millions in consumer data so they can nail their messaging, their products and services, and meet real needs, not assumed ones.
As a small business and a one-woman band, you are playing the part of the marketing team, sales team, CEO, customer service, accounting… ad infinitum –– all while doing that special thing you do. You have to be smart and resourceful, and most importantly, prevent burnout.
Don’t throw the baby out with the bathwater. If your business isn’t thriving, the solution may be as simple as asking more questions, shifting how you structure and price what you do, and changing how you talk about it.
Steve Jobs had to learn this lesson the hard way, too. Don’t beat yourself up. You are still magic.
As your heart-felt small-biz guide, I provide the knowledge and tools for you to confidently do all of this and more. I make it manageable, not overwhelming.
Book a discovery call with me today to stop shouting into the void.
Get clear on who you are and who you best serve, and use your valuable time, energy, and money in ways that connect and work.