How to handle your multi-passionate offers
Reader Question:
Dear Olivia, I have an online membership for gardeners. The main focus is helping them to create amazing container gardens year-round. But I’m also passionate about plants as food and creating edible gardens and I want to help local businesses in my area grow their own herbs. I know these topics are related (I’ve created herb container gardens before in the membership), but they are completely different audiences. Which one should I focus on?
Jennifer R., Dayton, Ohio
Hey Jennifer!
My question back to you - why do you feel like you can only focus on one? 🤔
I get it - being a multi-passionate entrepreneur can be a bit confusing and overwhelming at times, especially when your multiple passions are on completely different trajectories.
But, I believe that being multi-passionate is an undeniable asset to your business, helping you to stand out from the crowd and create your own perpetual “blue ocean.”
I’ve personally never been a “one signature program” kinda gal. (If anyone reading this is - that’s completely ok! Each of our brains works differently and we each have our own things that feel right to us.) For me, I have a bunch of different passions that I want to chase, and trying to narrow them down to just one thing would feel stifling to me.
If you have multiple passions you want to chase, here are some things to keep in mind (so you can make sure you don’t lose yours 😜)
Make sure you have a clear understanding of who the audience is and what transformation they will go through for each offer. From there, you can see how the offers fit together; they may be completely separate entities, or it may turn out that one offer naturally leads into the next.
Find the golden thread that runs through all of your offers. Is there a common theme - the audience, topics, transformation - that can help tie them together? Jennifer, with your offers, there’s definitely a golden thread running through with the topic of horticulture. Someone in your audience who loves to garden may want to learn about container gardening AND edible gardening. (Side note: If your offers have absolutely NOTHING in common, then that’s when you might want to think about creating separate businesses.)
With your marketing, try focusing on only one offer at a time. Using your business as an example, Jennifer, maybe one week you could focus your content more towards container gardening and leading into your membership and the next week all of your content points towards your other offer. This is especially helpful if you have more unrelated offers that might confuse your audience. (If you saw a post about someone’s Disney vacation planning services one day and then a post about their barbershop for dogs the next, you might get a bit of whiplash. Just saying.)
Don’t forget to prioritize! (I know you already know this, but I’m just going to repeat it for good measure 😉). You can do anything, but you can’t do everything all at once. When you have a million and a half shiny ideas flying at you all hours of the day, it can feel very tempting to jump straight into each one. I would encourage you to pause, write all of your ideas down in a master list, and then prioritize which ones are the most urgent and important for you to work on first. (If you need a place to track things, here’s a Shiny Squirrel Tracker from my other business.)
Jennifer, if you (or anybody else reading this!) need help finding the golden thread with your offers and mapping out how they go together, let’s jump on a free chat and work it out!
Until next time!
Olivia
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