“The more single his purpose, the more steadily will a man pass through all the storms of life.” Thomas A. Kempis (1380-1471) This quote resonates with me for many reasons, some personal and some professional. As a sole-proprietor of my business, I find the wise words truer today than ever before. In an era of multi-media marketing blitzes and all of the noise that envelops each of us, it can be challenging to have much focus. This becomes even more challenging when business is slow and we have many talents and opportunities we would like to explore. So, in an effort to generate cash, we feel compelled to try our hand at anything that is of interest. Stop. Focus. Find singularity in your business efforts and you will find success. Now is a great time to define what you are doing in your business, the aspects you enjoy, those that are profitable, and identify customers that appreciate you the most. With these three things in mind, figure out a few ways to reach out to existing customers and new customers. Remember that it is cheaper to retain existing clients than to develop new ones, so always look for new ways to keep existing customers happy. This focus may lead to a new product or service that will ultimately transform the way you do business or that of your industry. People did not spend $1.75 on a cup of coffee before Starbuck’s created the trend. KISS. Keep It Simple Solutions. Sometimes I think that we can forget that easy methods work the best and that complicated solutions may solve a problem, but are more cumbersome than necessary. So take some time to stop and focus and take the simplest approach you can to getting your message out. Direct mail remains one of the most effective and simple forms of advertisement because everyone gets mail and appreciate a clever message. How about picking up the phone and call your top customers and those that you want to be your customers? Follow-up with a handwritten note and be guaranteed some name recognition. Naturally, it is easy for me to pontificate that focus and simplicity will make all of the difference. Believe me when I say that I know of the energy it takes to get up every morning and to keep pushing with business, especially when problems are eminent.  The good news is that each day presents a new set of opportunities as well and a chance to redirect efforts in a positive way. Stephen Covey attributes life to 10% what happens to us and 90% attitude and how we react to it. We have a choice in how we choose to respond to events in our lives and our attitude is the only thing we can control. So, when you get up in the morning, know that you are going to be optimistic and that the sheer power of that optimism will contribute to your success. Don’t forget to celebrate your success every day. So often people wait for seminal events to break out the champagne or for a vacation to reward hard work. My vote is to reward your efforts every day and to applaud those around you that make an effort to improve the quality of your life and business. Life is not a dress-rehearsal and we don’t get a second chance at living. Work hard today, celebrate today, and take note of the special moments when they happen. Enjoy laughter with your colleagues and make them feel special—your clients will hear this and feel this. People want to do business with happy people!

Your goals should be to 1) get yourself in the public eye—let people become familiar with your name and 2) speak to value add propositions—working with you will keep design costs down and increase the value of a home/sale. Remember, they are not hiring you because of pretty design or because you are the best, you are being hired because there is something in it for the client—speak to that point and you will get the job!

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