Ernest Shackleton didn’t need a fancy website (neither do you)

Being an entrepreneur is an expedition – not a cruise

Is it just me, or do we live in an age where “having a website” means that you are REALLY in business?

I talk to business owners ALL THE TIME who tell me:

“I just need a website, then I will go get clients.”

That’s a lie, by the way. A business needs a website like a fish needs a root canal. For your business to really soar, what you really need is CLIENTS.

And I know this is going to sound crazy, but the fastest way to get clients isn’t to diddle about how to write about what you do on the glowing light box in your office.

The fastest way to get clients is to fire up your hustle muscle and find people who want what you offer.

Tweet this

Here are 3 ways to get clients without spending $5,000 on a fancy website:

1. Make a list of 20 places people who would make great clients hang out. Go to 3 of them this week. Talk to people.
2. Make a list of 40 people you know who would make great clients. Invite 12 of them to meet with you this week for 20 minutes. Offer to help them with (the problem you help your clients solve) during that session. Then ask for their business.
3. Brainstorm a list of 10 strategic partners who could refer you business. Set up meetings with them this month. Ask what they are working on. See how you can be of service.

Look, I never said it was comfortable. But this being an entrepreneur is an adventure. And adventures aren’t typically cushy, someone-trails-you-with-the-4-ply-Charmin affairs. They are bootstrapping missions for folks who just aren’t content with the known, measured, and familiar.

Lest we forget, here’s the ad Mr. Shackleton purportedly ran to recruit his Antarctic crew:

Am I the only one who gets a funny grin on her face when she reads this? In fact, after I’m done writing this, I’m going to print this ad out and put it on my wall. That’s how twisty I am – I feel tremendous relief when I think of my business as some crazy adventure.

Too often, it’s tempting to “hide out” behind writing copy instead of STEPPING out in front of people. As a Recovering Perfectionist, I like to have my buns fully baked before taking them out of the oven. You know?

If your ship is bound for glory, you gotta get over this right now. Whatever phase of business you’re in.

A website CAN help you leverage your business and evolve your business model (from working with folks one-on-one… to offering higher ticket platinum programs or shorter group programs). But a website ALONE isn’t going to make your entrepreneurial adventure a success.

To win at this biz-building game, you got to hustle your buns and THINK like an adventurer.

Tweet this

Earnest Shackleton didn’t need a website to get crew members. And you don’t need a website to get clients. This also holds true when you’re reinventing yourself, or rebranding your business – it’s tempting to FEEL like you have to look like you have your act together with a fancy, expensive website… but it’s a myth.

All that said, there is a phenomenon where “seeing is believing”. Many of my clients come to me because their brand isn’t profitable, or is attracting people who aren’t awesome. In most of these cases, we end up renaming the business, creating new packages and prices, and reworking the web copy so it sings to the kinds of people they want to attract. I’ll give them art direction notes to pass along to their designer, too.

In every case, the massive upleveling comes as a RESULT of writing and getting clear on what they WANT (and what they don’t), what’s on offer, and me having the true honor of giving them permission to bless and release the clients that don’t bring them joy.

That’s why I keep saying: this copywriting thing is a PROCESS of getting clear. It’s less about me telling you the magic words (few of them are universal, and many of them are schlock), and more about getting still within yourself, and allowing yourself to believe that you CAN have a money-making business that feels as adventurous, alive, and soul-supporting as you’d like it to be.

Wishing you honor and recognition in case of success, and all kinds of joyful work along your route.

Mighty thanks to the creator of the photo from flickr photostream for photo of the Endurance.