Do You Make Resolutions or Set Goals?

Kethyr's CAMEL Report
Mountain View, California
Sunday, January 3, 2010

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Plans are only good intentions unless they degenerate into hard work. — Peter Drucker

Do you make New Year's resolutions?

I used to make them every year. But, like most people, I made them unrealistic and immeasurable, and often tried to achieve too much too fast. Then a few months into the New Year, I'd realize I'd already missed at least one of my resolutions, and shortly thereafter, would simply forget the rest.

But, a couple of years ago, I learned a lesson from one of my mentors that changed everything. And I'm no longer an "oh well, maybe next year" kind of guy.

Instead of making New Year's resolutions … I now set goals.

Rather than making empty general resolutions like I'm going to drink less, make more money, and exercise more; I've learned to develop an actual plan that's designed to ensure I succeed. And you can, too.

Instead of banking your business success on a New Year's resolution, I'd like you to set a career-building goal to get you to that next level — whatever that "next level" is for you …

If you're just staring out, maybe your goal will be to land your first paying client …

If you've successfully launched your business, maybe your goal will be to land ten new clients …

Or, maybe it will be to clear the six-figure mark, so that you can quit a part-time job.

Whatever it is, make sure your goal meets the following four criteria:

1. It must be specific … Instead of setting a goal to make a lot of money from your business, set a goal to land ten clients worth at least $10K each.
    
2. It must be actionable … Winning $100K in Vegas is not an actionable goal. But winning enough clients to bill $100K in fees is.
    
3. It must be time-oriented … While landing ten clients worth $10K each is a good goal … landing ten clients worth $10K each by October 31st is a better one.
    
4. It must be realistic … Landing ten clients worth $10K by October 31st may be an aggressive goal, but it's possible. Landing those same ten clients by January 31st is not.

Once you have a goal that meets all four criteria, write it down. According to most of the successful people I talk with, this one simple step can spell the difference between achieving your goal, and failing completely.

Next, break that goal down into small objectives that each take you one step closer to your goal. Write the objectives in the order they need to be completed, and assign a deadline to each one.

Let's say your goal is to land ten paying clients by October 31, 2010. Your first couple of objectives may look like this:

Objective 1: Complete phase one of my website redesign and marketing plan by February 28th.

Objective 2: Send out 150 solicitations to potential referral sources by March 31st.

Objective 3: By April 15th, set up two speaking engagements on each of the areas I target.

So on and so forth.

Then, break each of these objectives down into even smaller measurable tasks. Make sure you specify exactly what needs to be done, and once again assign a time frame.

Using the same example, let's say you specialize in providing psychotherapy services to individual adults and couples needing help with relationship issues. You may break down your objectives like this:

January 1-11, create an outline of my marketing plan and a separate outline of the content I need to revise and add to my website.

January 12-18, determine who will take care of my website revisions and which parts of my marketing plan I will outsource. Engage any vendors and establish timelines.

January 19-31, start researching potential referral sources and collect all relevant contact data. Write my self-promotion letter describing my psychotherapy services, expertise, and how I help individuals and couples with relationship issues.

February 1-14, start researching potential presentation partners and speaking venues. Create an outline for one presentation on couples therapy geared towards psychotherapy professionals and an outline for a presentation on the benefits of psychotherapy for individuals and couples with relationship issues.

February 15-28, make any last minute updates to my website and self-promotion letter so that I'm confident when contacting potential referral sources. Refresh my public speaking and presentation skills. Write my self-promotion letters describing my relationship therapy presentations.

March 1-7, contact 50 potential referral sources and discuss my psychotherapy services and how we might be able to assist each other.

March 8-14, contact 25 potential presentation partners or venues and offer my presentation services.

March 15-21, contact 50 potential referral sources and discuss my psychotherapy services and how we might be able to assist each other.

March 22-31, contact 50 potential referral sources and discuss my psychotherapy services and how we might be able to assist each other.

You'll want to create a tracking system so that you can easily keep track of these tasks. Personally, I like to use my Microsoft Outlook calendar, but an 8½" x 11" calendar that shows you a month at a time can be just as effective.

Whatever you choose, make sure you can access it easily. Then check your tasks daily, and your objectives monthly to make sure you're staying on track. If you need to adjust any deadlines, go ahead. But don't let yourself make excuses for not sticking to your plan.

So, what goal will you achieve in 2010?

Take 30 minutes right now and write it down, along with the objectives it will take to achieve it. Remember to be specific and realistic. And then get ready to achieve it!

And, if you want to make sure you stay on track, contact Kethyr Solutions to access the tools, support, and expertise you need along the way.

Happy New Year!

Yours in success,

Sean Eric Armstrong
Kethyr's CAMEL Report

P.S. Please send your questions and comments to editor@kethyr.com.

If you'd like help setting and achieving your marketing goals in 2010, contact Kethyr Solutions today at info@kethyrsolutions.com or 888-538-4971.

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