It's all about you!

Recently I’ve been writing sales letters and other web copy, both for myself and for clients. Following on from my post last month Writing for the Web, another couple of important points occurred to me, so I thought I'd share them with you here.

We often get so carried away with how great our product or service is, that we forget the purpose of what we’re writing, be it for website or printed brochure. We want people to be interested enough to buy!

They’re not going to buy unless THEY see a compelling reason. So, the copy we write has to be all about them. It has to contain the words ‘you’ and ‘your’ as often as possible. Keep ‘I’ and ‘we’ to a minimum.

You’ve probably been taught in workshops that it’s the benefits that sell. Very true, but you need to take that a step further in your written copy. Tell your reader what end result they can expect. Or, if your product/service will deliver them from a nasty experience, use the emotion of that.

So, instead of:

“Our product will bring instant relief from unwanted pests”, try

“You will never have to suffer from those unwanted pests again”

You want your reader to say ‘That’s for me!' And for them to feel the emotions associated with the problem you will be solving for them.

Do you have any copywriting tips to share?

New Beginnings

Last week was both frustrating and rewarding. Frustrating because I had to spend a lot of it catching up after being unwell. Rewarding when my Selling Skills workshop on Friday was so well received.

This week is going to be very different.

I love developing new products, don’t you? It satisfies my creative leanings! But I do find that I need to have ‘cleared the decks’ first so that there are as few distractions and other tasks to do, as possible. This is one of those blissful weeks.

What have I got to show for my efforts so far? At the end of day 1 I have a rather messy looking Mindmap and am very pleased to have so much down on paper. What always surprises me is just how many ideas my subconscious has picked up over the last few weeks, since I decided to work on this project.

I’m going to leave the Mindmap overnight and return to it in the morning to see if I have anything to add, or if it needs changing.

What's been happening?

This week has been dominated by writing projects - from sales copy to web pages, newsletter, a brand new workshop, and a new free teleseminar. And I've had some client meetings as well. But mainly I've had my head down and my fingers flying over the keyboard!

It's surprising how much I've got through. I'm trying out a new system and it really is making me more productive at creating new products and doing the marketing for them. Of course it also helps that I had a sudden flurry of ideas to help the creative bit.

The business networking machine has cranked itself up again, and today I've even been invited to a Speed Networking launch meeting in Eastbourne. Not too sure how I got on that list!

I've just signed up to author a chapter of Drew McLellan and Gavin Heaton's new book (as if I didn't have enough to write!). It looks like fun, with 100 authors and all the proceeds going to the charity, Variety. You can still buy last year's Age of Conversation or get involved with this year's project, or even just take part in the survey to vote on the topic. I haven't got a clue what to expect, watch this space!

Are you keeping up to date?

Staying up to date with information can be very hard to do.

This morning I was on the motorway driving to meet a new client. It was raining and generally not very pleasant. Fortunately most of my fellow drivers were adjusting their speed to suit the poor conditions. There are several overhead gantry signs along this stretch of the M27. When these first came into service I thought they were a great idea. I believe they still are - sometimes.

Unfortunately, the messages displayed are often out of date. The accident they refer to was cleared an hour ago. The heavy or wide load is long gone. The suggested speed restrictions of 40, 50 or 60 miles an hour are confusing when you can see way ahead that everything is moving freely.

Yesterday, I was invited to attend a workshop about Website optimisation. I know the chap who is delivering it and the information he delivered at his last workshop was out of date. The internet moves so quickly it is difficult to keep up and you simply have to have the latest news to use on your website. I won't be going to this workshop.

I used to think that reading newsletters and blog postings every day was being a bit lazy and self-indulgent (indeed it's easy to spend a lot of time on them if you're not careful). I've now worked out a system to skim everything quickly and keep the really interesting stuff to go back to later. I now know that reading this information is useful, both for me and for my coaching clients. I can pass on the little nuggets I pick up to help them in their businesses. If I didn't spend the time keeping up to date, I wouldn't be able to do this. It's an additional service that my clients appreciate - and it makes me look good!

New Challenges for the New Year

May I wish all readers and all bloggers a very happy 2008!

This week has been incredibly exciting and very busy for me! I've recorded a special introductory audio for the website and launched the Accelerate Business Club, something I've been dreaming about for quite a while. It's a bit nerve-wracking but great fun to see it become reality.

I've also decided that, instead of holding a physical workshop this month, I'm going to run my first Teleclass (all about using Emails to get more sales). Sorting out the logistics has been interesting! I've just announced the date to all my newsletter subscribers - I find that to be a wonderful way of focusing the mind and making sure it happens!

Next week, things should get back to 'normal' in terms of business. Meetings are booked, networking restarts, client work resumes. It's very easy to get caught up again on the busy 'hamster wheel' and forget what the actual plan is! So far I've managed to fill the diary for next week without setting aside the time I need for business development. Not a very good example to set my coaching clients - but I am only human!

So, I'm off to plan out the rest of the month, before that runs away with me too.

Business owners need nerves of steel

I've had a couple of days in the office working on a new workshop idea - but please don't tell anyone!

Looks silly written down, doesn't it? The problem with being an entrepreneur and business owner is that you're constantly looking for new angles, new products and services, and ways to stay ahead of the competition. When you think you've found one, you become paranoid! You don't want to even talk about it in case you then read that someone else has got there first.

You have to keep your nerve while you're developing the idea (or at least producing the sales copy). Once you've staked your claim, you can heave a sigh of relief that, if anyone else uses the idea, they're an also ran - because you thought of it first! Sounds incredibly childish but, in business, it's deadly serious and could be the difference between survival and the unthinkable.

Sorry if this is getting a bit melodramatic but all will be revealed very soon. Keep reading.

Is it really still only Monday?

I'm not sure that Monday is a good day for a networking breakfast. I feel as though I've almost worked a full week already! I promised to report on the quality of the breakfast - it was excellent! In fact, so good that I'm going back next week (I've been asked to substitute by someone else - how could I refuse?). The group is great fun and I'd like to get to know some of the members better.

I'm still working on this month's newsletter! I managed to get side-tracked by some exciting ideas for workshops next year and it was only with great difficulty that I re-focused on the job in hand. Does that ever happen to you?

Another reason I can't believe it's still only Monday is because I did some work over the weekend (a life coaching client and dealing with an email backlog), not always a good idea.
I think I'm starting to ramble, so will post again when I'm wider awake.

Before I forget, there's a great video on Alice Seba's blog - watch it right to the end!
Alice Seba's Internet Marketing Sweetie Blog: Silly Sunday: Marketing Rules

Why are business owners so reluctant to delegate?

At a workshop I was running the other week, some of the delegates looked at me as if I’d just said some very naughty words. I had!

You see, ever since reading Marcus Buckingham’s book ‘Now Discover Your Strengths’ some years ago, I have practiced the concept of improving what I’m good at and delegating (or, as I don’t have any staff, outsourcing) what I’m not so good at or don’t like doing.

I like the idea of people becoming really brilliant at what they love doing, and not having to worry anymore that, for example, they’re poor at maths. They don’t need to be very good at maths, just good enough to get by.

Owners of small businesses have a very steep learning curve when they first start up. While they certainly do need to learn new skills, they tend to go overboard and ‘major in the minor stuff’.

They do not have to become great book-keepers, go to workshops to learn how to design a brilliant brochure or devote hours to building a wonderful website themselves. These are exactly the sort of activities that can and should be outsourced to people who are already great at them.

It’s like a flash of the blindingly obvious when I point this out in workshops – you can almost see those light bulbs glowing!

And yet…..

Talking to a fellow business owner just last week who had been struggling to get her long-overdue accounts in order, I suggested that she consider using a book-keeper in future to avoid the same situation next year. Her reply surprised me. She said that she’d think about it if she found herself behind in the task in a few months’ time.

It seems as though business owners get very attached to every area of their business. They created it and they’re going to take care of it. I know, I’ve done it myself.

But it really doesn’t need to be such a struggle. It isn’t a sin to take the easy route. In fact, it’s a sin not to! Consider the following questions:

· Have you ever worked out your hourly rate?
(I’ll bet it’s more than the £25 or so that a book-keeper or admin person would charge.)

· How many hours do you spend on such tasks each week?

· Have you worked out how much you are potentially losing (because you’re spending time on non-client or business building work),

Are you starting to think differently about delegating?

(c) Louise Barnes-Johnston, 2007

Louise Barnes-Johnston is “The Business Accelerator”. She provides business coaching and mentoring for entrepreneurs and owners of small businesses. Get a copy of her FREE report “10 Ways to Boost Your Business” at http://www.frontline-results.com

Is it practical and will it be profitable?

Since I 'went public' in yesterday's posting about writing a brand new workshop, my brain has been working overtime! This is typical of most entrepreneurs, we are very attracted to new ideas. We have to guard against being tempted into pursuing ideas that may not be practical, or profitable.

So, I'm going to take this one slowly (at first). I'll admit that I'm very excited at the material and experiences that I already have available to share - but I need to make sure that it will be of interest.

Tomorrow I'm off to a breakfast group and will get some thoughts from people there.

One trait that I've noticed about most business owners is that they generally try to do far too much. They seem to be at every networking event and seminar (and if you watch carefully, you can sometimes see them starting to nod off during the talks because they are so tired). Being so tired is no fun, and it's bad for business because judgement and results are affected. That's one area I know I can help with.

Shall I go for it?

I'm always learning from my coaching clients and workshop delegates. Last week's Time Management workshop showed me that, without getting big-headed, I do have some valuable tips to pass on. I suppose I've spent so long reading and researching that I forget other people haven't read or researched the same sources.

Over the weekend I've been thinking about the workshop and the tools and techniques I pass onto coaching clients. It's as if there's an internal dialogue going on! The question that keeps wanting to be answered is "How about writing a brand new workshop that will help business owners grow their businesses bigger and faster?".

This feels a bit scary because I never know how a new workshop is going to be received (even if I do the research beforehand). But, the idea appeals to me so I'm going to start planning and see what happens.

Watch this space.

Catching up with the week

This week has been very busy - again (and I'm not complaining!). During the first part I spent a lot of time getting ready with a new workshop which I delivered today. Would you believe it was on Time Management?! I was a bit apprehensive, as I always am with a new workshop (you can never be sure what people are expecting), but it went very well. The feedback forms and testimonials are very encouraging and the whole experience gave me a real buzz as I drove back to the office this afternoon. Delivering the workshop showed me just how much I have learned about time management to share with my clients (following the techniques for myself is an entirely different matter).

Tomorrow I'm coaching again, a small business with some big ideas (very exciting) so I'm looking forward to that meeting.

My newsletter is very late going out (something I must remedy). I'm getting some very strange symbols dotted around and have had to spend ages trying to get rid of them. Must crack that tomorrow.

A thought about managing time

Yesterday I promised you something useful for your business, and I hope you find the following fits the bill!

I like to follow up with the delegates from my Business Action System workshop to find out how they're getting on. Because of the diverse nature of their businesses, sometimes the System needs a bit of tweaking and refining to fit in so that it can work effectively.

One delegate I was speaking with today said that he was still having problems fitting everything into his day. It turns out that he was not factoring in one of the tasks that happens everyday. This involves taking phone calls, answering questions and checking production. It's a bit of a moveable feast because it isn't a solid block of time, it can't be planned and it's of variable duration.

My suggestion to this delegate is that he allocates a block of time each day for this activity - let's say 2 hours (to include a contingency buffer). This means that he will not over-schedule the rest of his day. If the activity takes less than 2 hours, he's ahead of the game and can fit something else in. The important point is that he will now be able to fit in everything he wants and needs to do in his working day.

Normal Service has been Restored

You may have gathered that last week was rather fraught due to the computer printer saga! I'm pleased and relieved to report that the new (second replacement) printer is operating beautifully and I've caught up with most of the backlog now. And my blood pressure is settling down nicely.

The workshop I've written for tomorrow evening is all set to go and I'm looking forward (a little nervously) to seeing how it is received. Then, there's another new workshop to write for delivery the following week - no signs of slowing down yet!

The latest post fiasco has decided me to send more virtual Christmas cards this year (and make a larger donation to charity). Most of my business runs on email these days - it's hard to understand how the postal system survives, especially when it's workers take action that can only damage it further. I'm lucky that I've got a really good postman, whom I've taken the time to get to know. However, whenever he's off, it really is pot luck whether I get my mail.

Technology strikes again

Another day has been completely disrupted by my ongoing computer printer problems. The result is that I still do not have a printer that works. It's a long story but I won't bore you with the details. Let's just say that the printer that was delivered yesterday is being sent back because it's faulty. Hopefully the replacement they've promised me will arrive in time for my next workshop deadline.

One thing I'll say about Amazon.co.uk is that they do come up with solutions. Their staff have been authorised to make decisions about actions that will resolve the problem fast. This is great customer service (and made me feel that someone cared - ahhh).

So, once again, not a lot achieved towards my new workshop to be delivered next week. Fortunately I always allow plenty of time to prepare so I'm not panicking - yet!

Talks and Workshops

This has been quite a busy week, hence no posts since Tuesday. On Wednesday I gave a talk to a group of business women in Southampton that was very well received. In fact, they want me back again next year! Thanks ladies, I look forward to it.

This lunchtime meeting took place at a large, very busy hotel, Jurys Inn Southampton. I arrived early and was shown to the room by a very helpful young man who took the trouble to ask if I'd like a coffee while I waited and brought it to me straight away. He was also responsible for making sure that lunch was served on time. Nothing was too much trouble for him. Excellent customer service.

The following day I delivered a workshop on my Business Action System. Here's the room all ready for the delegates.

I really love running this workshop. The delegates always go away with a workable plan they can put in place straight away and you can see the light bulbs go on as they discover a particular step that is going to make their time poor day easier. As part of the aftercare, I'll be following up with some phone calls over the next few weeks to see if the System is working for them and answering any questions they might have.

On the technical side, I've ordered a new printer today that should arrive next week (fingers crossed). I'm already feeling as though a limb has been removed through not being able to print stuff out as and when I want to. I just hope the machine (and new cartridges) arrive before my next deadline!

Save me from technology!

My patience has been tried today, and I'm sure my stress levels have been higher than usual! My printer has expired. It was working fine this morning, but after lunch, without so much as a by your leave or asking permission, it has simply given up the ghost. (I tried changing the fuse and then a completely new power cable - both to no avail).

This would normally just be an irritation. However, tomorrow I am addressing a group of business women in Southampton and cannot now provide a handout. And on Thursday I'm presenting my Business Action System workshop - thank goodness I printed out all the workbooks yesterday!

Technology is so wonderful - when it works!

This experience got me thinking. Most of us solo-preneurs are very time poor. We're always working to tight deadlines and trying to fit too much into our days. Something like printer failure or anything to do with computers (!) can suddenly eat away at our precious hours and minutes.

One way to lessen the impact of the unexpected is to factor in some contingency time. We're notoriously bad at this but it really can make the difference between being merely an annoyance and being the cause of cries of anguish.

Tomorrow, on the way back from the lunchtime talk I shall pop into Staples and see what printers they have.

Anyone need a supply of Epson compatible ink cartidges (for a Stylus C62) very reasonable prices?

Distance and Perspective

I swear the weeks are speeding up! Today I went along to someone else’s workshop (always a good idea to put a bit of distance between you and your business from time to time) and can’t believe that it’s the weekend tomorrow! I really could do with an extra day this week.

At the workshop, I had a ‘light bulb’ moment, a realisation of something I’ve been doing that is stopping me from being as productive as I could be. I’ve said before that I spend a lot of time researching subjects that can help my coaching clients – and workshop delegates. What seems to be happening is that I don’t know when to stop! I have to learn when enough is enough, so that I can move on to another, equally important, project.

As well as this insight, it was very useful to spend a bit of time looking at my future business plans. Somehow you get a different perspective when you’re out of the office.

Enough rambling, let the weekend commence. Where's that bottle of wine?

A Cold Caller who ‘Gets It’

I run a workshop that helps business owners sell ‘without being pushy’, something we all dislike. I took a sales call this afternoon which was a wonderful example of not being pushy, rather surprisingly from our old friends BT.

Apart from being asked “How are you today?” (a question definitely to be avoided when calling a complete stranger), overall I was quite impressed. Not often I can say that of a sales call!

What this caller was offering was ‘a great deal on broadband’. However, he first asked did I have broadband (yes), was it a dial up connection (no) and was I satisfied with it (yes, very).

He then said, “Well, if you’re ever thinking of changing your provider, I hope you’ll give us a call.” I was a little taken aback. Usually cold callers have a script they’re determined to follow and they don’t bother listening to the answers you give them. Or they try to persuade you that their service is far superior.

None of that with this caller from BT! He found out the facts, realised he was talking to a happy customer, and ended the call gracefully. As a result, I felt listened to and respected. If only all sales callers were like that.

Learning and Technology

Today has not been brilliant because I didn’t get enough sleep! This was due to a long session in the dentist’s chair yesterday. I won’t go into the gory details but the work he did made it rather painful to lie on one side of my face, so I kept waking myself up.

As I didn’t have any meetings, I decided to have an easy day listening to teleclasses and studying some courses I bought a while ago and hadn’t got around to. The more I study, the more I realise I’ll never know everything I want to learn about.

One very annoying thing that happened today was that, after sending out my monthly newsletter, I got an email from a subscriber to say that the links weren’t working, despite testing them several times. I’m trying to get a few more people along to my Business Action System workshop on 18th October, but I can’t see them signing up if they can’t get to the website details. Technology is wonderful – when it works!! And it certainly tries your patience.

Why Business Coaching is so special

As the result of an unexpected phone call request this afternoon, I’m busy putting together a special workshop all about motivation for business owners and entrepreneurs. It’s called, rather unoriginally, ‘E-Motivation’ and is going to be full of really effective tips and exercises that really do work. I’m looking forward to it already.

A meeting with a coaching client today highlighted that a business coach has many different roles. Today my client was really not himself. Things were going wrong and he needed to get some frustrations out of his system. While we didn’t get any measurable work done, I think I may just have saved some of his staff an ear-bashing.

When I worked in the corporate world I used to apply for promotions and different jobs on a regular basis. I get bored easily. I’ve been coaching for 7 years now and can honestly say that boredom isn’t an issue. I never know what coaching clients are going to present – which is both exciting and sometimes a little scary! But I love it. I love not knowing what the next coaching session is going to bring. It certainly keeps me on my toes.