How Laura Zavelson Helps Entrepreneurs Create Offers People Love

Name:

Laura Zavelson

Sausalito, CA

I help coaches, consultants, and experts create offers people want to buy and businesses that thrive. I'm currently working on a book called 'Maybe Marketing Isn't Your Problem' to help solopreneurs figure out where to focus when they're ready to grow (hint: it's not marketing 😜). When I'm not writing or working with clients, you can find me out and about with my camera taking nature photos - birds, flowers, rocks and the occasional harbor seal if I'm lucky!

What moment or experience inspired you to start your business? What was your vision at the beginning?

I used to consult with start-up founders to help them find product-market fit so they could get venture capital funding. But I was always getting calls from friends—can you talk to this person—she just got laid off or she just became an empty nester and she wants to start her own business. This intensified during the pandemic and I realized that the same concepts and frameworks I was using with the high-growth founders would also work for women who wanted to build and grow small businesses. I also realized that I enjoyed working with them more than my 'real clients' and that I could make a difference for them in a surprisingly short amount of time. So I switched my entire focus and I've never looked back.

What does a typical day for you look like?

I usually start every day with a cappuccino (my husband is an espresso wizard), scanning the NYT headlines, and then doing Wordle, Connections, and Spelling Bee. Obviously, I like words! So I like to write in the morning. Often I'll wake up with so many ideas, I'll just pull my laptop into bed with me and write (for my blog, my newsletter, or the book I'm working on) for several hours to start my day. Then I meet with clients, respond to questions, or shoot some video content. I try to get in a water fix every day which means walking down by the marina. Later I'll do the crossword, sit outside, and have a glass of wine with my husband, and we'll make dinner.

What unique routines or habits do you believe contribute to your success?

I protect large blocks of time (3-4 hours) several times a week to do focused creative and strategic work. It helps me relax and really dig in when I don't have to worry about wedging something in between calls or appointments.

What's your workstation setup?

Standing desk next to a window with a view of the water. Notepad so I can draw or sketch ideas or take a quick note. Laptop, big monitor, iPad, iPhone, and external microphone all within reach. A few little desk toys and some pretty rocks. A relaxing candle. Tabletop water fountain behind me.

 

Where do you go to look for inspiration?

I usually go outside and sit on my deck, open up GoodNotes and my iPad, and start writing. If I want to organize ideas, I'll use colored sticky notes and the big whiteboard in our guestroom (yes, we're a geeky family). If I want to brainstorm, I'll use an oversized sketch pad and colored pens. For me, it's more about the tools that get me into creative flow rather than the place.

What core values drive your business, and how have they shaped your path?

Prioritize, prioritize, prioritize. Get really clear on what's important to you—not just in your business but in your life. Because starting and growing a business can suck you in for years at a time and take a toll on your relationships and your health. Create guardrails around your business so that the other things that are important to you—your health, your family, your friends—get the attention they need too.

What part of your business are you most proud of?

I actually love my pricing workshop—I often give it live in addition to it being a shortcut and I love doing it in person because I actually get to see (and hear) when people realize they can give themselves permission to start charging more. So many women discount their value, undercharge, and give away too much for free. So when I hear someone realize they've changed their thinking about pricing and that they're going to give themselves a raise—that makes me happy!

What’s a challenge you’re currently working on in your business?

I'm currently trying to grow, and I'm using social media advertising to generate volume and honestly, the process is pretty ugly. It's amazing what people feel like they can say to you online. It's a constant process of reminding myself that they don't know anything about me or my business and also that I've chosen this path because I have a clear goal and this is the most direct path to get there.

What music do you listen to while working?

I can't write and listen to music with lyrics at the same time so a lot of times I just turn on a fountain in the background or I'll listen to instrumental jazz.

What’s one piece of advice someone gave you that you’ll never forget?

'If you want to succeed in business you're going to have to grow a much thicker skin.' [I was in corporate finance at the time and it's probably one of the reasons I decided to become an entrepreneur so I could have more control over my working environment.]

Any advice for ambitious professionals in your field?

Focus on what truly resonates with you and your experiences. Authenticity is key.

What shortcuts are you eyeing next on World of Shortcuts?

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