"How am I supposed to sell when it feels like the world is on fire?"

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A friend asked me that very blunt question last week, and I've been thinking about it ever since.

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In fact, this isn't the email I was going to write today - but I think it's so important to talk about this.

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The way to look at this that I'm going to share applies no matter what the chaos is - whether it's politics in the US, people recovering from Cyclone Alfred in Australia, or even if the chaos is in your personal life.

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One of the great luxuries about entrepreneurship is that when you are your own boss, you sometimes have the option take mental breaks when necessary.

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But what about when that's not an option?

When the business must go on...

When I worked as morning radio personality/presenter we constantly faced a dilemma after major news events...

It was usually something like, “Is it okay to have fun and talk about other things when ________ is going on?”

And in business, we have similar feelings. I've included the most common ones I've felt and/or heard from others, and how approaching each has worked best for my clients and I.

"Will my audience even care about what I offer when there are bigger things going on?"

If this is what you're feeling, start by asking if the chaos is relevant to nearly 100% of your audience. This often applies to huge weather events or tragedies. And if the answer is yes, then consider pausing what you're doing.

But after the first few days people start returning to normal, even if it's a new version of normal.

At this stage, you can usually acknowledge what's going on, then move forward with your plans. And how much you acknowledge will depend on the situation and your personal feelings.

"How can I focus on my business when I'm so worried about ________!?!"

This one is more about our own feelings than those of others, and this comes down to personal comfort.

In 2020 my then 6-year-old son fell and broke his arm really badly, requiring surgery and months of physical therapy. I was in the middle of an online course launch when it happened. I simply told my audience the course enrollment would remain open, but I wasn't going to be promoting it any further.

If you truly can't focus, then you can't focus. And the best thing to do is give yourself a break.

But if you need your business to keep going, then find the tasks that don't require as much focus, things like admin tasks where they just need to get done. Also consider asking more of your team if you have one.

"I'm worried what people will think of me if I make an offer when other people are stressed/suffering!"

This is where we need to change our perspective.

For most businesses, we can stop seeing this as making an offer to buy something from you. You are making an offer to help people.

As entrepreneurs we solve problems for people, and when bigger national/global problems arise, people still have the problems they had before. And they need your help, so offer it to them.

Then let them decide if it's right for them or not.

Always approach any of these situations in the way that feels best for you, but keep helping those who need you.

Jerry Potter

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