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"ENTREPRENEUR" SEXY SOUNDING? THINK, FIRST, A LOT OF MARKETING"

Dear Kathryn: Two years ago I decided to pursue my dream of being my own boss and give up the safer existence of working for someone else. I went out on my own as a financial consultant with high hopes, as I had a good reputation in the field.

The beginning was actually not bad as the economy was all right and I was able to retain some of my old clients, developing a few new ones along the way. This past year, however has been devastating with less than half of my previous year's income being generated.

I've been told I'm very good at what I do, so I'm surprised I didn't get more referrals. Before I abandon the dream I waited so long to pursue, what last ditch efforts do you recommend I try before I sell out and start being told how many times to blink from another corporate America boss?

MITCH U., Boston, MA

Dear Mitch:

Your wake-up call should have come after your first two consistent bad quarters. However, let's put aside the "would haves, should haves and could haves" and get you moving forward.

First, how much did you initially rely on your previous old relationships to generate income? How aggressive have you really been in getting new clients? Millions of people are terrific at what they do (you're probably a fantastic financial planner), however, to perform the services in which you excel; you must have the customers to service! This very first component of a successful business is one many people breeze by.

This economy doesn't support the theory--"if you do it well, they will come." Your first step is to analyze your client base, and realize that in order to stay in business, you must generate new clients, new business. While the "sales" component is one of the toughest parts of successfully running any business-- no matter the size-it's the most critical. If you can't successfully tackle that part and can't afford to have someone else marketing your services, waste no more time. Put together your resume and start the job hunt.

If you're determined to remain your own boss and are up for serious refinement of your original business vision, do this: Determine what parts of your business have been most profitable. Decide how you will physically go after new business. No one owes you referrals. Mass emails and mailers by themselves are lame efforts. Hit the phones and plan on in-person marketing. Set a daily minimum number of prospecting calls you'll make, and no matter what, stick with it. Nobody said running a business was easy!

Tap your current clients, and interview them to uncover some of their pressing needs. See what other services they're getting elsewhere and what services they'd like to have that you're capable of providing. Next step is to shrewdly analyze where your marketing efforts will be most effective, determining who will pay for your services and direct your energy there.

Entrepreneur has a sexy ring to it. The reality is that you can't just be good at what you do; you have to be energized to attract the customers to service. Good luck.

Dear Kathryn:

I have worked for the State of CT for twelve years and received the unhappy news my job has been eliminated. While I've only been job-hunting for two weeks, I'm already bummed. Some employers point blank tell me that after working for the state for twelve years, I'm too accustomed to the easy government work life. They fear that should I be offered a job back with the State, I'd jump.

I'm not a "spinner", Kathryn and while I know I won't go back to a state job after this experience, I'm stumped how to respond to these misconceptions. HELP.

MARY-ANNE D., Hartford, CT

Dear Pink-Slipped One :

Chin up, Mary-Anne and start practicing your interview answers that will allay employers' fears. It's a competitive market but you've got a strong stable job history. Feel fortunate that you know the negatives ideas some employers harbor regarding state workers and get ready to address them head on.

Emphasize your learning experiences and how you've progressed to different and increased responsibilities during your career. Employers are worried you've gotten "soft", while working for the same employer for twelve years and are questioning your quick learning ability and initiative. It's vital you address this with hard-core examples that clearly spotlight your energy. Tell the employer that you're looking at this job loss as an opportunity to offer your skills for their company's benefit and the loyalty you showed in your career is something they could count on if you were their employee.

As to returning to the State if called back, tell the employer how working for private industry is something you're excited about pursuing. Emphasize how you've proved your ability to work effectively within a red-tape environment and it's because you've developed tact, diplomacy and creative methods to get things done. Any employer will respect the drive and patience it takes to be successful working within the system.

It's not necessary you become a "spin doctor". It is vital, however, that you get your positive work attitude and ethics working for you. Don't complacently expect an employer to play psychic and instantly recognize your value. Get cracking on presenting the talents you have in the best possible light.

Dear Kathryn:

I feel like I was invited to a bash as the guest of honor only to find it a roast and I'm the entrée!

I was wooed to a new job ten months ago and signed a non-compete agreement because I thought I'd be here forever--or at least the next five years. I was promised a large year-end increase and bonus that was to materialize in 2007. Instead, I was invited to a pink slip party two days before Christmas!

I can't move to another area given my poor financial condition and I'm disgusted with myself for getting all tied up like this. I've already applied for unemployment but is there anything else I can get from my employer while job hunting?

Steve Y., Providence, RI

Dear Steve :

First, I'm assuming you requested the basics, but I'll run through the list anyway.

Did you get paid for your unused vacation days? If they've a policy allowing for sick days to be paid if not taken, ask for that. While you obviously didn't get your year-end bonus, ask for it to be prorated to December 23rd.