What I learned from Hallmark (and no, it wasn’t the meaning of Christmas). Using a “formula” in your Solo Business:
They finally got me.
I gave in and watched my first Hallmark Holiday movie last week.
I'd avoided this moment for years, considering myself a more sophisticated film connoisseur (well, except when I quote “Dumb & Dumber” and other flicks from my childhood…).
But this one, “A Biltmore Christmas”, was filmed just down the road from my house. It featured The Biltmore Estate, one of my favorite historic spots to go walking in Asheville.
And, even better, a dear friend had a huge role in the movie; I wasn't going to miss her character (spoiler alert:) saving the day so the lead couple could fall in love.
So, I gathered our friends, we donned Christmas sweaters & poured hot cocoa, and went full-Hallmark-schmaltz-mode while we cheered our friend on screen.
I'm not gonna lie, it was a cute movie. Even genuinely funny. Dare I say… heartwarming?
While “A Biltmore Christmas” veered from the typical “city-gal-returns-to-hometown-where-she-quarrels-with-hot-and-surprisingly-single-flannel-clad-guy-until-they-fall-in-love” formula, they definitely stuck with the “woman scared to open her heart finds love at last” trope that's the (ahem) hallmark of these flicks.
As I watched, I admit that started to see how these movies are comforting.
Hallmark has figured out that the predictability, the presence of a structured formula, is reassuring. It's a soothing balm in a chaotic, overstimulating world.
How does this relate to your business?
(Don't worry, I'm not going to urge you to wear ornament-earrings or use saccharine slogans as part of your marketing).
Look at how you serve your clients, and ask yourself:
Do you have a structure or basic formula in place that describes how you work? Have you named that process?
Sometimes the way we do our work is obvious to us. We're so steeped in it, so skilled and nuanced at the work, that we just do it, trusting that our clients will see how amazing the outcome is.
But having a sense of structure or plan to mark the path they're on is comforting to your clients (even if it's as basic as “1-assess, 2-map next steps, 3-implement”).
A structure—even a loose one— also positions your expertise & authority as a guide.
Clients and customers feel held and supported when there's a proven approach.
—And like a holiday-sweater-wearing Hallmark-fan, they feel more assured that the story will, in fact, turn out with a happy ending.
If you don't have a signature process for your services, but want to start one:
Think about the best, most impactful experiences you've had with clients this year (Hint: use your Soulful Solopreneur Annual Workbook for Reflection & Renewal to do this!).
As you reflect on the work you did with them, see if you can divide the process into 3-5 stages, from beginning to end (What did you do first? What were key moments or interventions that made a difference? How did you finish?).
Give the process a name that reflects the outcome and/or uniqueness of the work.
And Voilà, you have a Signature Process.
Don't worry, the plan can be flexible.
–Even Hallmark movies have a variety of plots within the basic formula ("A Biltmore Christmas" included time-travel, of all things).
Most of all, I hope reflecting on the work you do –and naming its significance– helps you see how valuable it is.
The world needs your work. And your ability to value it means others are more likely to value it, too.
(Whether or not there's hot cocoa involved).
To your success,
Jane