Going solo is the best and worst idea you'll ever have.
There will be days when you wonder why it took you so long to go out on your own, and days when you won't know what in the world you were thinking. Running your own business is challenging, and it takes a commitment, courage and hustle. Sometimes, it's enough to drive you to your breaking point.
Some will say: "Entrepreneurship just isn't for everyone." There might be some truth to that, as there’s a good amount of risk and responsibility solo pro’s take on. However, most of the things that make you pine for your old job are fixable—or at least within your control.
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Here are three things they forgot to teach you about landing clients as a solo pro.
1. You can't be a generalist.
Focus is key when you are trying to get clients.
Focus on who your target audience is. Focus on what the ultimate result that you provide. Focus on a single service that you provide to get them that result.
If you try to be everything to everyone, no one will notice and hire you. By trying to be everything, you actually become nothing. This is one of the fundamental principles of Marketing and business - and PR pros know it; however, it can difficult to limit yourself.
Right before you start to home in on your speciality, you'll get scared that if you focus somehow you will lose out on opportunity. The truth is that when you focus, opportunity begins to multiply.
2. Working hourly sucks.
There are so many reasons why you should ditch the hourly. First, it puts you at odds with your clients. They want you to do amazing work in the least amount of time possible, and you want enough money to eat every day.
Second, it's a grind. No one likes tracking hours. It’s a waste of time, and it precipitates a constant internal battle, trying to decide what you should charge for and what you shouldn't. If you get an idea on the treadmill, you wonder should that be 15 minutes?
Finally, it doesn't represent your skill, hard-earned relationships or ability. If it takes you five minutes to get a story placed, does that reflect the years spent cultivating your relationship with that publication? Stop charging by the hour and start charging based on the value you provide through set packages and retainers.
3. Getting help is smart—not weak.
No entrepreneur has all of the answers.
Smart entrepreneurs build teams. They find mentors, coaches and training to help them improve and support them. They participate in mastermind groups and find ways to interact with other entrepreneurs.
You've got to interact with people who know what you are working towards and who support you—and your non-entrepreneur friends and family can’t fulfill this role either.
There are two limiting beliefs about getting help that you need to overcome:
1. "Getting help is weak. I should be able to figure it all out on my own."
2. "Getting help costs too much. I can't afford it."
Both of those are dangerous mindsets. The first is untrue; the second is a question of commitment. There are two places you can show your commitment to your business—in your actions, and in your checkbook. If you aren't committed in those two places, then you aren't really committed.
You don’t have to put yourself in the poorhouse, but you should invest time, energy and money into yourself and in your business.
What advice would you give PR pros looking to strike out on their own?
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Craig Severinsen is the founder of Bright Works PR and Marketing . Reach out to him at BrightWorksPR.com. A version of this article originally was published on LinkedIn .
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