Being creative doesn't stop you being businesslike

Over the last twenty five years I've been associated with several small businesses, some of them my own.  I can confidently state that if there's a business mistake to make, I've probably made it.

That's why I know if you're a writer of any kind and intend to make money from your writing, you need to adopt some businesslike attitudes.  It might scare you, especially if you think of the tax implications but that's all the more reason to face up to certain facts about being in business.

1. A little structure underpinning your business from Day 1, will save you headaches in the long term.
2. Not all accountants are rogues and can also save you pain if you use them with care.
3. Assuming you will attract clients and behaving as if you know what you are doing pays off.

This is particularly so with regard to terms and conditions of trading.  Doing work for clients is one thing.  Getting paid for it is another.

One of my jobs in a company that employed me was to chase up invoices for goods.  Getting paid was ten times worse if the paperwork wasn't in order.  It gave them the chance to nitpick.

If you're in the East Midlands there's an event that might help you start off on the right foot. The University of Nottingham's Ingenuity Programme holds Breakfast events on a variety of topics. The meeting on 12th March includes a talk by Margaret Burrell, and expert in Terms and Conditions. 

http://www.ingenuitygateway.com/

Homestaging your book

Have you ever thought about how people will approach looking at your book?  Of course it would be great if they started at the front, read all the way through to the end and considered the whole thing totally wonderful.

From experience as a librarian,writer and observer of book buyers, that's not what happens.

I've seen the following happen:

• start at the back and look at the comments
• flick through to see how long the chapters are
• go to the introduction to learn about the author

In short, every which way happens.  Which is why you need to consider this not only when writing the book but working out the layout.

I'd equate it to how people view houses for sale.  Some are thinking about the plumbing, some about the garden and still others wondering how they can fit in all their ornaments.

And you need to consider how your writing can appeal to all of them.

This is a short extract from The Writer's Little Book... with Big Ideas.  For more information on how to purchase this book please go to http://www.writerslittlebook.co.uk/

Writing East Midlands Flash Fiction Competition

Writing East Midlands has teamed up with Derby Telegraph and Waterstones Derby, to launch a Flash Fiction Competition for Derbyshire Writers.


Award-winning author Stephen Booth has agreed to judge the competition, with the shortlist and winning story being published in the Derby Telegraph.
For more information: http://www.writingeastmidlands.co.uk/

Writing for your business: How to move your readers from reading to clicking that button

What’s inertia?  My dictionary defines it as a tendency to do nothing. And a resistance to change

People often tell me I do a lot.  If so it's in direction opposition to the challenge I face every day. Especially in winter when I’d much prefer to hibernate. Curling up and ignoring the world on a day the wind howls outside and the showers catch out the unprepared.

As business people, a head under the blankets attitude isn’t an option at any time. And these days there are so many things we have to keep up with.  Facebook, Twitter, blogging and now Pinterest. Grr. Can you imagine me disappearing in the cloud of smoke of my tailspin.  Which too often ends up in me taking no action at all.

Do it tomorrow is what I think. Or nobody’s listening anyway.

Not true though often we don’t realise they are. Not everybody sticks their head above the parapet to comment or connect.

So I have to carry on as if they need me. Need the help I can offer. A friendly word that might just turn around a difficult day for them. Or a solution so easy for them to take up it’s a no brainer.

As writers we're no different from our readers. We’ve problems and need solutions. We've woken up with a great idea and want to make things happen. Some day. Some day we’ll lose weight, buy the training package or get immersed in social media.

What stops us from sorting out all our challenges? We find out about solutions, we like the sound of them, we tell people how great it will be. Then we stick.

As a reader of a clothes catalogue I tear through it ticking off the items I like. In short I could spend a lot of money… which I’m sure the company wants me to do. But I’ve put in a pre buying strategy that says wait. At least 24 hours and better 48.

And what happens then? 9 times out of 10 I don’t buy.

How to counter inertia in your readers

When I examine all the techniques a company employs to try to break down my inertia I’m doing it both as a buyer and as a professional writer. As a writer I can admire their time deadlines, their offers to pay delivery, their limited availability.

As a buyer I’m deeply cynical and know they’re trying to manipulate my buying process.

How can we make our buying offers so important our readers can’t ignore it?

Dig deep and understand our buyers.  After all, who are we? Can they trust us?

Understand how scared they are of changing. What if it doesn’t work out for them? What if their family, friends, colleagues make fun. We need to make their way to change an easy path.

The change they’re making might have been forced on them. At the back of their mind is always this nagging little voice – ‘but will it work?’  followed up by 'Can I get my money back?'

And the final piece of the jigsaw puzzle is accepting it may take several contacts with your buyer before anything happens.

My cat often makes several half hearted attempts to go out of the house in the morning before he gets all the way outside. He's sniffing the air, checking for intruders, thinking if he stays put we'll feed him again.  When and only when he's ticked off all his worries does he take the plunge.

 We as buyers aren’t much different from him.

Inspirational quotes for authors

"You can't cross a sea by merely staring into the water." Rabindranath Tagore

Writing for your business: Clients or customers?

How do you describe the people who buy from you?

It’s not unusual to hear people say, ‘This job would be fine without the customers’. And since we’re all human it’s obvious that sometimes people coming to us for our products or services can drive us mad. I put my hand up and confess I've had clients who caused me irritation and impatience.

Some large companies get rid of 10% of their worst customers each year on the basis that they make no profit from them and yet that 10% are as demanding as the top 10% of their high buying customers.

When we write for our ideal reader, what view do we have of them?

If we understand marketing, then we know we have to create a picture of their way of living, find out as much as we can about their needs and pitch to that.

But are we investing in them as real human beings, similar to us? People we might meet at the school gate or in the supermarket queue. And are we offering them the respect that they deserve and treat them accordingly?

Recently I read something about treating people not how we would like to be treated but how they wish to be treated. It made me stop and think about my attitudes. Of course I want to be treated with respect, and as an individual, not lumped in with hundreds of thousands in my so-called social category. I don’t want to be pigeon holed because I live in a particular area or type of house. In short I don’t want to be seen as anything other than an individual who has conflicting thoughts about life and how to live it.

That’s how I've always tried to behave towards others  Do I now need to go an extra mile?

I believe that it is possible to run a business, treat those who come to me with respect and turn a profit. To do so may need a shift in thinking. It may require me to say goodbye to some clients who aren’t a good fit for me.

And I certainly it starts from how I think about them and write to them.

Despite the fact that traditionally only professionals such as accountants or lawyers used the word ‘client’ in describing people they deal with, does the word we choose have an effect on the way we behave?

How would you like to be described?  Are you a customer or a client?

Writing for your business: how to create a winning testimonial

What is a testimonial?
A testimonial is a favourable assessment of your services or product by someone outside your company.  In short it's someone else singing your praises.

How do you create effective testimonials?
Online by encouraging feedback on your website, in your blog and product pages.
Offline by asking face-to-face clients for their feedback.

Isn’t this scary?  Yes it often feels so especially if you're new in business. Even if you're scared,  think of the advantages of clients telling others how you've motivated them, solved a problem or shown them a new way of doing something.

How do we ask for feedback that won’t turn into all criticism?
It’s tempting for us to think that we know what our buyers want, and what they like about our product or service. But we’re deluding ourselves if we think we have it right all the time. Less positive comments give us the chance to improve our performance.  And wouldn't you prefer they give us that chance?

Here are some easy steps to end up with winning testimonials
First: ask what they like about what you did for them.

Asking for the positive first allows the focus to be on what they like rather than giving them a blanket permission to destroy us.

Second: ask for a couple of ways to improve what you do
Doing this proves to them you value their opinion. Shows them you take their business seriously.

Third: construct a testimonial or review from what they’ve said
Clients will say they're satisfied with what they receive. But they often put off telling us . The problem about getting that positive feedback is many people are hesitant about writing it. That’s why it’s better if you guide them. Here’s a formula that avoids general feedback like ‘fabulous’ ‘or wonderful service’ which convinces nobody.

1. Take the problem that you help them solve

    2.   Add on the way you helped

   3.   Plus the result

And you have a specific viable testimonial.

For example:

Before buying your product, I’d always struggled with my accounts. So I was hesitant to buy yet another program. But your helpful 30-day trial convinced me to try it. And I have to say the results were better than I hoped. Not only did I find it easy to use with clear instructions and help feature, but also it worked exactly as it said it would.  Now my accounts are up to date every month, taking me only a couple of hours to complete. Thank you for your product and service.

Anyone reading such a testimonial can find specifics to relate to and will be reassured.

Finally and most important.
When people offer you feedback, you need to have their permission to use their names and to edit if necessary their feedback. Not to change what they’ve said which will be illegal, but to shorten sections where needed.

Reliable feedback built up over years will produce results for you far beyond the effort you make to acquire it.