The Four Elements to Creating a Business you Love

The Four Elements to Creating a Business you Love

If you dream of owning a business you love to run – rather than a business you create around something you love but end up surprised to find you don’t enjoy it as much as you thought you would – there are 4 essential elements you need to think about and that you need to enjoy.  You see, it’s not enough for you to build a business around a “thing” that you love or love doing – you have to love ALL these other elements of your business as well or you simply won’t want to do them, or you will do them but every day of your business will feel like pushing a rock up a riverbed.

I talk about this as being your “business model”.

What is a business model?

When people talk about business models, usually they’re talking about the delivery model of your business. For example, when you’re starting out, you’ll probably be working with people 121 because that’s the easiest way to get clients from a standing start.

After a while, you might feel ready to leverage your time to run group online programmes or a membership like my Business from the Heart membership where people are pay a recurring monthly subscription.  And in between 121 and group programmes you’ve got a whole range of different variations of how you could deliver your work.

None of them are “better” it’s about finding the one that works best for you – and your clients.

create a business you love

How I see Business models

However when I look at business models I take it a step further – I consider 4 key elements you need to have in place and enjoy doing if you are to create a business you truly love to run.  But don’t worry if you can’t figure it all out straight away – it’s normal that it will take some trial and error when it comes to figuring it out.  This is why Stage 3 of my Business from the Heart Pathway is called Finding your Flow.  (And it’s also why, 5 years into running a perfectly successful business, I stopped running a business mentoring programme that brought in over £100,000 each year to start over again with a low monthly investment membership model instead).

So it can take time for to figure out these four parts of you business model and find your ‘sweet spot’. The sweet spot is what you love to do overlaid with what works for your ideal clients. And you do have to love it – because if you don’t love doing something, you won’t do it consistently and you won’t want to do it for the long term.

The 4 key elements

These 4 elements to your business model are:

  1.   Attraction
  2.   Nurture
  3.   Sales
  4.   Delivery

Let’s unpack these pieces to make sure you are setting yourself up to be in flow and stay fulfilled and happy.

1.  Attraction

Client attraction is the point at which someone goes from never having heard of you before to now they’ve heard of you and they know what you do.  It’s actually super simple.   Letting people know that you exist and what it is that you do. There’s really nothing more complicated about marketing than that!

So now you know that client attraction is nothing more than letting people know you exist, the next question to ask yourself is:  “What feels juicy, in flow, and fun for me as a way of doing that?”

Do I want to walk down every street in my town and knock on each door and introduce myself? Do I want to wear a sandwich board and a silly hat and walk down the high street? Do I want to run Facebook ads? Do I want to do build relationships on LinkedIn? Do I want to do partnerships and collaborations with others in my industry?
(I talk more about the different ways you can market yourself of in my article:  The zillion million ways to market your business )

The most important thing that I can tell you today is that there is no one right way for you to get clients. the only right way is the way that lights you up that you enjoy doing.  And of course it also needs to work to attract your ideal clients to find you.

2.  Nurture

Let’s pretend someone named Nancy’s come across me for the very first time.  Five minutes ago she didn’t know that I exist and now she does and she’s interested in what I have to offer.  What’s the gap going to be between the moment she discovers me and the moment she pays me money to join one of my programmes?

Well, the answer is that it might be infinite. Nancy might never pay me for anything ever.

Or perhaps the gap will be a few months.  In which case I will need to nurture her and keep in contact with her until she’s ready.  Maybe when I next open up my membership she’s going to feel ready to join because she’s been part of my world and she’s been receiving value, and she’s ready to buy.

That gap might be a matter of hours, months, or years… and it might be infinite.  So it’s important you find ways to stay in touch with people until they are ready.

If you’re building a fully online business, you could  nurture through:

  • Emails marketing and sending them valuable content,
  • Through a free private Facebook group
  • Via social media

If you’re building a business offline, you might keep in touch in a more high-touch personal way:

When I worked in the recruitment industry in London many years ago, I used to pick up the phone to key contacts every three months. I would find different reasons to call, but ultimately I wanted to make sure I was top of mind and the one who got the first call when they did need to work with me.

3.  Sales

Sales is the thing that happens in your business that gets somebody to a point of saying, “Yes, I do want to work with you, and I’m willing to make a commitment and actually pay you money”

A lot of people run around doing lots of marketing without a clear system for how they’re converting that activity into paying customers. And I promise you, it doesn’t matter how many people know you exist – it could be 10 million – if you don’t have a process by which you encourage any one of those 10 million people to commit to paying you money, yes you might be a bit famous, but you still don’t have an actual business!

So again, what is that thing that you do that has someone say “yes, I want to buy from you and here’s some money to prove it”. 

For most people in the early stage business, it’s through one-to-one sales conversations.  And to tell the truth, this is the easiest way to make sales there is.

But as you become more established and are able to attract a bigger audience you may choose to switch to selling “one-to-many” like I do – this could be via a webinar, a live talk, a video series or from a sales page.


Once someone has handed over their money, now you are in the delivery of your programme.

And again, you will have a sweet spot for your delivery – that method of working with clients that lights you up, works for your lifestyle and gets the best results for your clients.   And of course pricing comes into your business model too.  There is a huge difference between working 121 selling single sessions for £85 and selling 6 month packages for £6,000 (this is a transition one of the members of my community has made in the 17 months since she first joined my Get More Clients Saying Yes! course).  There is also a huge difference between a membership where people pay you £47 per month and an online course you only run once  year where you charge £1,000.

And none of them are wrong, right or better – it’s about figuring out the business model and pricing structure that works for you, your lifestyle and your clients.

Now you have a Business Model!

  • A client attraction method that doesn’t feel like work
  • A nurture strategy that fits easily into your business routine
  • A sales method that works because you’ve put in the work to master it
  • A method of delivering to your clients that lights you up and doesn’t feel heavy

And this is what makes the difference between a business model that will burn you out and see you giving up after just a couple of years and a beautiful business you’ll be happy to run for the next 10 or 15 years (I’m in year 10 of mine and I’m still in love with it – though I also had my own false starts and needed to make some courageous changes to create the business model I have today).

Since I started my business 10 years ago I’ve seen countless other businesses come and go.  Often they reach a level of success and then disappear off the scene completely because they started all guns blazing but soon fell out of love with it along the way.

What I want for you is that you build businesses you can stay in love with over the long term – just like I have.

Business from the Heart Membership – Enrolment is Opening for just 2 days!

If what I spoke about today resonates for you and you’d like to get greater clarity on the perfect business model for you then I’d love to support you within the Business from the Heart Membership.  This is a thriving community for heart-centred business owners committed to doing business in alignment with their values and if you’d like to join us I’ve opened enrolment just for the next 48 hours – Enrolment closes tomorrow, Wednesday 17th March, at 10.00pm (UK). Click here for details and to join.

AND if you join this week you’ll be just in time to join us for our “Members Only” Facebook Live Challenge taking place within the membership next week –  use this challenge to hone your confidence on camera, and learn how to use video to inspire your ideal clients to take action to work with you, whether that’s for Facebook Lives, Instagram, LinkedIn videos or Youtube – or simply so you feel more confident next time someone invites you to do a video interview.  Come along and join us!   Click here for full details.

With Love & Gratitude,


"THE 7 STEPS TO YES" Watch these short videos and start to fall in love with sales

Please leave a comment as I would love to hear your thoughts

Leave a Comment

This site uses Akismet to reduce spam. Learn how your comment data is processed.