It’s launch season people.
Everywhere you turn there’s a new fabulous product/ coach/ system/ course popping up like bunnies.
Everyone is telling you why their way is better than the other guy’s. Your inbox is packed to the gills with teaser webinars, info-calls, sneak peaks, and bonus add-ons. If you’re like me, you have a pretty good bullshit filter, so the stuff in your inbox is the kind that tells you that they aren’t like the other guys. THEY are honest. THEY know that flashing arrows and highlighted text is shady and misleading. THEY are different. And most of them probably are. …kind of…
But then I look closer, and you know what, most of them are just the same crap in a prettier package. They are still playing on your aspirational dreams to get you to buy their thing.
It sucks being new.
You feel like you’re on the outside looking in. Like if you could just afford that one course, or that once conference, or that one ebook, your business would sprout wings and YOU would become…..
Drum roll please….
Drum roll?
Drrruuuummmm rooooooollllll…. where are you?
…..
………….
…what’s that now?
… no drum roll?
….because you want to become EXACTLY what you can’t afford?
You want to buy a system that will teach you how to retire young on the greenbacks of the next incoming class of wannabes and strivers?
Are you sure about that?
‘Cuz guess what…
The next group IS just like you. They will feel excluded, sold to, preyed upon, new. And it will suck. So, no drum roll for you!
Unless YOU change that.
That’s right. You have a choice.
You can choose to pursue a business model that is inclusive, because I have news for you:
Just because you can write an eBook/course/product, market the hell out of it, and sell it to people based on a manipulated and false sense of scarcity and urgency, doesn’t mean you should, or that that’s the only way to sell.
People are not lemmings.
People are smart.
People will buy from you because YOU are smart, and because you have something useful and interesting to say.
People will buy from you because what you create is worth it.
Unless it isn’t.
If it isn’t, work harder. The world is chock-full of problems that need to be solved. Solve one. Don’t just regurgitate another Twitter How-to Guide, sell it for $99.99 and call it original and useful. Solve a problem.
Use that big brain of yours and DECIDE to set the bar higher. Give your people the tools and let them make the choice. If it’s good, they will love you for it.
“But Illana, isn’t that the slow way?”
Yes. Yes it is.
You will not get rich quick by being authentic and patient.
You will not become an A-lister in six months by being transparent.
You will not retire at thirty by being straightforward.
But you WILL get those things. You’ll just get them the old-fashioned way: hard fucking work.
Will it taste sweeter getting there the hard way than getting there fast and loose?
Nope. Probably not. That beach in Cozumel that Ms. What’s-Her-Name-Selling-Whateverness is sitting on in her profile pic will feel pretty damn good either way. And after your third margarita, you probably won’t give a shit about how you got there.
But here’s the thing:
I am abso-fucking-lutely sick of short cuts. The world moves fast enough these days. We start a business and think that WE will be the ones that make it. WE will be the exception to the failure rules. We think that if we can just hit the gas pedal on all the stuff we need to do to get there (all the stuff that the ‘gurus’ tell us they did, then we will make it before the money runs out and we have to go back to a ‘real job’. But the truth is, most of us don’t have the stuff. We come in desperate and broke, trying to make something out of nothing. We find out pretty fast that there is no direct route to making $5k a month. It takes time. So, we buy stuff that tells us we can save time, and get there faster.
But then it doesn’t get us there. It gets us to a hard drive full of stuff that swallows up our time and doesn’t actually get us more than a few steps in a new (and possibly wrong) direction.
There is just no way around the fact that your time is nearly always better spent reaching out, connecting with people, exploring where you want your business to fit in the world, and how you can help people along the way.
Doing business is ALWAYS more useful than trying to learn the most direct route to not doing business.
Take heart.
You can do it. I know you can… and here’s how:
…are you ready?
…lean in…
You can do it by doing just one thing…
Do what you love for people who love what you do.
Easy, right?
Here’s the other thing. I am obsessed with this statement:
Start where you are. Use what you have. Do what you can.
>>If you can’t afford it, don’t do it. Don’t let anyone tell you how, “It’s worth the investment.” It’s not.
>>If you feel like there is no other option than to say yes, say no. There is ALWAYS another option.
>>If you think that if you only had X, your business would fall into place and the phone would start ringing, it won’t. There is no magic bullet.
And finally,
>>If you are short on work and long on time, give. Give unconditionally.
You will NEVER, EVER, EVER harm your business by helping someone. That’s what you can do right now to make it happen.
Leave a comment. Share your frustrations, your thoughts, how you plan to help people, whatever…just share. Sharing is good.
———————————–
p.s. – I would like you to forward this to someone you know that is just getting started. It will make them feel better, and they will thank you for it. I promise. Also, In the next few weeks, I will be giving away some free consulting time and SAS Guides to some peeps that are on the list. So go…. be on the list!
this is the stupidest, most simplistic piece of crap I’ve read in ages.
Wow, thank you so much for taking the time to express yourself in such a thoughtful and eloquent fashion. I truly appreciate how articulate you are in elucidating your appreciation of my {apparently} austere language. I am certain that all of the other commenters will appreciate your perceptive evaluation of their vacuous taste in prose.
I read this when you first posted, and then reread it today and I so needed the reminder today. I have been feeling the overwhelm of “ohhh buy this new ebook”, and “it’s my birthday buy my product on sale” (saw 3 of those this week).
My business is so tiny and new right now so the reminder to start where I am, use what I have, and do what I can was big for me. I also had a little setback today so I am feeling extra overwhelmed and sensitive.
Also, I don’t want to feel pressure to write and sell ebooks and workshops etc. At least not right now. I just want to coach people and help them live whole lives that make them happy.
Hey Tina! Sorry for my slow response. BUSY month!!! I am so happy to hear that this hit home for you. Always remember that to an entrepreneur, setbacks are like kindling… we use the to make our fires BIGGER!
Wow, JUST found your site and this is EXACTLY what I needed to read. Love it!
What first came to my mind as I read this post had to do with the issue of “affording,” like the previous commenter brought up. I cannot stand marketers who say things like, “if you were REALLY serious you’d find a way to afford my super duper fantabulous program, because you only succeed when you invest in your business!” AAAGGGHHH! I want to scream at them, and throw things at them. Yes, investing in my biz is key, but I invest my TIME and my EFFORT and my blood/sweat/tears. As you said: hard fucking work. THAT is the investment a business needs, not some over-priced “program.” And what really gets steam coming out of my ears are the “gurus” pushing “platinum” programs that cost five figures. I suppose if I could afford to toss away five figures at some random person’s collection of whatever, that would mean my business is doing *really* well…however, if my business was doing that well, I’d not need whatever they’re peddling.
Issues around this? Why yes, I have them. :)
I also have issue with people who refuse to believe that other people might truly not be able to afford something, especially these days when so many are struggling. So I LOVED that you called that out. When someone is dealing with choosing between toothpaste or an ebook, or let’s face it, choosing between FOOD or an ebook, the food’s gonna win out. And someone telling me that choosing food instead of their ebook means I “don’t want my business to succeed enough,” after I enjoy a lovely daydream of what I’d like to do to them if I ever saw them in person (perhaps toss a real book at their head, a small one, nothing too horrible ;) ), I unsubscribe/unfollow them and put them out of my mind.
I then keep trying to find like-minded souls who get it. Like you! I’m so glad I found your site!
All I can say is that that was damn well put! The hard part for us (people that others look to for education and deeper understanding) is that so often, the new kids want a magic pill that will save them from the dredges, and many folks online are just tired of dealing with that…understandably so… it can be really draining to try to help everyone… so they up the price to eliminate the group that isn’t ‘ready’ yet. I get that, but I also get that there IS a BIG group out there that is emotionally and intellectually ready, if not financially. I’m just working on creating that sweet spot where I can reach the largest group of savvy people possible. Glad you found me too!
I thought I commented here already. I know I did in my head. This post may have saved my life. I mean not literally like I was gonna off myself or die from lack of this information, but like it gave me the shot of inspiration to keep after my goals when things are pretty grim. I was not aware there was such a thing as launch season as I only fully entrenched myself in the blogosphere in the past year. Of course it happens out in the rest of the world all the time, but I long ago immunized myself against flashy advertising.
The big push also happens to coincide with a personal unlaunch aka failure of sorts that has me feeling extra sensitive.
I have no desire to get rich quick, find my golden aura, or have a zero hour work week, but I have been feeling like I should.
“Start where you are. Use what you have. Do what you can.”
Yup my new motto too!
BTW I too wrote about this last week albeit less eloquently. We are not alone and that makes all the difference!
[...] Burk’s blog post How to be Happy When You Feel Broke and Hopeless was an amazing breath of fresh air. In a time where everyone and they mama is creating an online [...]
Darn, Illana… you said what I’ve been preaching! My congregation may be small, but I was new and I survived! I’m rogue and independent today. No more following with my eyes wide open. I participate and I lead. It does take time and hard work. There are no shortcuts and if you can’t cut the mustard, that’s that. :)
Hi there Illana – I’m Kerilyn. (insert curtsy here)
Love your post. Been really feeling in my gut that shoving my messages in others faces does not feel good to me. It reminds me when I was a one year old, and my mother had me trapped in that high chair with a spoonful of something I didn’t want to eat..coming toward me. Turning my head from side to side just to avoid it.
Noone liked that feeling.
We’ll come when we’re HUNGRY.
It’s a fine line to figure out when we’re just describing what’s behind the glass at the bakery, and when you’re being forced to try a forkful of Coconut Rum Cake… and your allergic to coconut.
Bravo… Please do us a favor and remind us of this often. I speak for myself that I could use the reminder.
I shall remind you often… and promise never to feed you mushy peas.
[...] Illana Burk of ‘Makeness’ talks about “How to be happy when you feel broke and hopeless.” [...]
There are so many juicy nuggets in this piece. However, most of all I am thankful that you helped me identify why I’ve been so uneasy with all of the launch emails that’ve been arriving in my inbox.
For me, it feels similar to looking at a glossy magazine and wishing I could be thinner or afford more expensive clothes. Like, if only I could afford this $1,000 program, things will be better. Wait, what?! Experientially, I know that isn’t right. Thanks for calling out the bullshit!
What really needs sprucing up, most of the time, is me! My confidence, beliefs, goals, dedication, etc.
Absolutely agree that there are very few short-cuts. Hard work + persistence are the “secrets” of a great business. Not glamorous, but proven effective.
[...] Burk wrote a lovely post about how it sucks being new. That’s not all she wrote about, but that part got my attention. She tweeted this to [...]
Thank you, thank you, thank you! Sandi Amorim led me to your post. I have always been suspicious of any online guru that claims you can have a six figure income in six months if you just follow their system. Thanks for telling it like it is…I feel blessed to be meeting lovely honest authentic people on line. :-)
Hi Kate! Welcome! How’s this for a pitch: “I do not make six figures. I hope to someday. In the meantime, I make enough, and I have LOTS to offer. I would like to help people not end up homeless while in the pursuit of their dreams.”
I love this post. So much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much. I love this post so much.
lol… I love your response so much. I love your response so much. I love your response so much. I love your response so much. I love your response so much. I love your response so much. I love your response so much. I love your response so much. I love your response so much. I love your response so much.
…and btw…. way to ROCK the Action Studio! SO jealous…but way happy you are one of the winners!
I always feel like shit when someone comes out with a product that I know will rock (cuz i know they rock) and I can’t afford to buy it.
I don’t want people to feel that way about my products. I know not everyone can buy everything, but at the same time I want to help as many people as I can. I think that I can do that by being available, making connections, and build relationships instead of always striving for the sale.
I’m not sure how that is going to work for my biz yet, but I hope it works out well.
I always thing the key is hanging on to that feeling, even as you grow and get successful. So often I get the feeling that the people at the top of the heap have totally forgotten what it’s like to feel like you have to choose between putting gas in the car or buying groceries. If you hang on to that feeling, you will always serve people well.
wow…..another hard, chord hitting truth. the thing i love about this, is that i feel confident that the way you are describing that business SHOULD be conducted is the way that i am doing it. so, it makes me feel good to know that i am doing it the right way…and that it is normal for this shit to take a long ass time!!
i really do try to help where i can. i have given sooooo many free consultations to people. why? well, i am not in a consultation business. so, i don’t look at it as “giving it away”. i look at it as just helping someone out. sure, in the back of my mind i am hoping that it helps to further set me up as an expert, which will ideally help my business in the long run. but i don’t ask for anything in return.
i have a couple friends that think i am crazy for that.
ah well.
this is precisely why my partner and i kept the price point of our book the same even after i added my half and we got snazzy graphics for it. the idea was originally that we COULD sell it for more, since it was now far more valuable…but, under $20 is something EVERYBODY can afford.
just like the master teacher said when his student asked him “what is the path to greatness?”
“The Path to Greatness lies in the Service of the Many”
and you know what? being helpful feels good. it boosts my self esteem, even if my bank account IS still abysmally empty. even though i STILL work drudgingly at a 40+ hour a week employment ON TOP of the hours i put into projects trying to make myself a stay at home dad.
so…here is to “the SLOW way”
that is my plan. build a solid reputation. be dependable. be a resource for all good things.
and maybe….just maybe….it won’t take FOREVER for the world to realize that i have something of value to offer. :)
kudos to you ma’am. you are surely going places.
I can always could on you to make me feel all spiffy and useful, Anthony!
You are rocking it! I am still working through your ebook, but so far digging it, nice job (on both the product and the price point).
I think you are already ahead of most because you ‘get’ that it IS going to take a while, and it WILL be hard.
Thanks for speaking up for the responsible dads out there!
Illana,
You have articulated what has been going on in my head for a while. I have bought into things hoping that ‘it would be it! this is THE ONE!’ but it hardly is as easy as – just buy this system or e-book – and you’ll be successful. What I have found absent and what I am addressing now is creating lasting change and what to expect on the journey through change because in order to change some things in your life – you’ll need to change some things in your life. So building a better business means building a better person first, which takes effort etc.
Thanks for writing from your heart!
Giselle
“So building a better business means building a better person first…”
SO well-put. Thanks you so very much for your comments. None of us are immune to ‘launch syndrome’. In fact, I think the bigger the optimist, the harder we fall. I once got roped in by some nonsense called ‘Auto Traffic Avalanche’. As soon as I clicked ‘buy’ I knew I was a sucker. It was useless. The point is, we ALL want to just get there already. There’s no shame in the wanting.
Thank you for writing this, Illana.
“You’ll just get them the old-fashioned way: hard fucking work.”
This is how I was raised by my entrepreneurial parents and I’m not going to fight it.
xo
Gini
Ditto, Gini!
I grew up watching my mom work all night to meet deadlines. She was an extremely talented artist who sacrificed her fine art career to be a sign-painter, so she could have a viable business to support me. She worked her ass off. There were no magic systems that were going to get the work done for her.
I think everyone should have to be a broke entrepreneur once in their life… it might give the world-at-large a little more perspective.
Illana,
Since I’ve been following your writing I have to say that this may be your best work to date. Brilliant insights! Should be required reading for all newly minted entrepreneurs as well as all of the hucksters out there pushing their get rich quick webinars.
Have a great weekend.
Gerry
Thanks so much Gerry… that is so incredibly kind of you. This one was certainly close to my heart!
Oh, I so so so love this post. Wonderful, Illana. I especially love “Start where you are. Use what you have. Do what you can.” I’ll have to print that out/write it down and remember it.
I find the launching attitude tires me out too. Especially because it inevitably spawns the “x things they REALLY mean when they SAY they can’t afford your service/product/amazing new chocolate covered widget guaranteed to make you prettier, smarter, and have better sex.”
Because, you know, gods forbid we acknowledge that sometimes, we just don’t *have money* for something. The pressure and the whole attitude around “If your business was worth it, you’d make it so that you could afford it” makes me nauseous. Sure, sometimes people just need to cut their budget some and funnel that money into their business, if they’re serious about it. But SOMETIMES people are in a really tight spot financially and trying to figure out how to make things work and had to talk the electric guy out of turning off their electricity that week and when you throw your launch in their face and then say “If you were serious, you’d find a way to afford it”, it makes them want to scream.
Not like I know anything about that. At all. (And of course, it was a temporary situation, and things are better now, much much better, but to this day, that phrase still makes me grit my teeth with annoyance when it’s used broadly.)
ANYWAYS now that I have ranted all over your comment box! I am loving the discussion that’s been opening lately with you and Fabeku and Bridget. Much appreciation for continuing the dialog in such an awesome way, darling.
Thanks! That statement has been my professional and personal mantra for the last several years. it is one of the only things that will calm down my over-achiever brain. I’m happy to hear it resonated for you as well!
I know…funny that me and Fabeku and Bridget all had similar thoughts at the same time. I LOVED that we all had our own takes on it, though. Would you believe that I had never read either of them before this week?
Crazy!