Tuesday May 2, 2017
One of the biggest challenges business owners face is finding the time to do everything they need to do - or using some other way to get it done.
As my JV partner, Matthew Radin, has commented a few times during our calls, "You have three basic choices: do it yourself, get someone else to do it, or it doesn't get done."
Today, I'm going to give you some criteria you can use to determine which option you should take for any given task.
Here are the criteria you can use to decide whether to do it, delegate it or delete it.
1. Does the task require your face, voice, and/or personality?
Your audio, webinars and videos will have more of an impact if they include your face, voice and personality. These are ways in which you connect with your audience, and you want them to connect with YOU, not with a representative.
Written materials, on the other hand, can be ghostwritten to sound like they came from you without losing their effectiveness. Blog posts, web pages and newsletters are all examples of things you don't need to do yourself.
But do you really need to do them?
That depends on your marketing strategy.
In the beginning, I recommend choosing a couple marketing channels and getting really good at them. Do them consistently, test your results, see which ones work best, and give each strategy at least 90 days of testing and optimization before you give up on it.
If you're trying to do too many things at once, and you're finding that it's just too much to keep up with, try removing some of the less effective or essential strategies, and focusing more of your efforts on the ones that are the most likely to bring you clients.
2. Does it require your level of training?
If a task requires your specific skillset, you don't want to hire it out to anyone who's less equipped to handle it.
But if it's merely necessary but time-consuming busywork that someone with a less specialized skillset could do, then you're wasting your time - and the money you could have been making during that time - by doing it yourself.
And if it's highly skilled work in an area you don't specialize in - like writing your marketing materials, if you aren't trained in client attraction and sales - then it's definitely better to hire it out.
It may cost you money up front to delegate tasks that lie outside your area of expertise, but between the time you free up to do more profitable tasks, and the superior results you get by hiring highly trained help, it will pay for itself if you choose your teammates wisely.
3. Do you enjoy doing it?
If you want your business to last, you need to be able to keep up your enthusiasm for it, and one of the most obvious ways to do that is by doing more of the work you love and less of the work you hate.
If you really enjoy and look forward to a task, you can use that task to motivate yourself to get through all the other work you have to do that day. And the more you can fill your day with work you love, the more joy and well-being you'll experience.
On the other hand, if there's a task you absolutely hate doing, and seeing it on your calendar instantly dampens your mood, it's time to consider hiring it out - especially if it's necessary to your business, but you keep resisting it and procrastinating on it, and thus spending a lot of time on it without actually accomplishing anything.
4. Could you do it in less time than it would take to explain it?
For ongoing, repetitive tasks, if you can explain it once or thrice and then leave it in someone else's hands for weeks or months, it's worth the up-front time investment.
But if it's a one-shot task that you could complete yourself in the time it would take to explain it to another person, you might as well just take that time to get it done yourself.
5. Is it taking a lot of time that you could be using for better things?
If a task only takes a few minutes each week to complete, it probably isn't worth finding someone to do it for you, unless you already have an assistant or teammate screened and ready to do the job.
But if it requires more than a couple hours per week, and you could be spending those hours serving clients, creating materials that require your face and voice, or networking with potential clients and referral partners, it's probably worth hiring an assistant or other professional to free up those hours for you, especially if the work is at a significantly lower skill level and pay grade than your own.
6. Is it likely to bring in income?
You only have so many hours in a day, and if you overbook yourself, a task takes longer than expected, or a new potential task comes up, you may have to choose which activities to do and which to delete or postpone.
If you're in a position where you need to choose between two tasks, the best way to decide is to ask yourself, "which of these tasks is more likely to bring me income, either directly or indirectly?"
For example, if you have to choose between writing a guest blog post or having a conversation with a client who's already interested, then it makes no sense to prioritize writing an article that MIGHT bring you a lead over the lead you already have.
If a task is competing for a time slot with a higher-priority task, either postpone the low-priority task, or get someone else to do it.
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