Wild Streak

“Have you emailed Roger Federer about being his success coach yet?” my husband asked as we watched the Fed Express waiver at Wimbledon.

Fed’s been without a coach for years now. And he needs one. 

My instantaneous response was “Who me? Coach the greatest tennis player of all time? The guy who makes squillions? Give me a break. Why would he want me as his coach?” 

Hubby scowled and said, “If you don't see it in yourself how do you expect him to?” 

Ouch. Darn it – I hate it when my partner feeds me my own words of advice. 

But he's right. 

If I don't feel, think and believe that I’m worthy of coaching Federer (or any other marvellously famous, wealthy, intelligent and accomplished demigod) then there is no way I‘ll ever get the opportunity to do it. 

It's not like Fed is going to call me up and say, “Hey Zoe, you seem like a nice person. I'll give you a chance!” 

No way, José! 

Our clients choose us because we are confident, sincere, genuine and earnest. They pick up on our certainty that our services or products will make a lasting difference to them, and it inspires them to trust us. 

On the other hand, hoping they’ll like us or wondering whether we’re up to the job they’ve entrusted to us doesn’t put prospective clients in the buying mindset for one millisecond. 

If I want to work with the best and be the best coach in the world, then waiting for someone of status and reputation to hire me will not get me anywhere. I need to be the best coach in my heart and soul first. That’s when the high profile, high influence clients show up. 

I need to see myself as worthy, deserving and capable now. I need to feel Fed-ready now! 

And like Mohammad Ali, I need to disable my downplayer and shout from the rooftops “I am the greatest!” 

So what stops us from dancing around in silk boxers metaphorically punching the air? 

I believe it’s because we haven't spent the time and energy envisioning grand designs. We get so stuck in making ends meet that we forget to dream. And dream big. 

In fact, I declare that henceforth all solopreneurs shall make a Dream Big appointment with themselves each and every day, followed by some shadow boxing while reciting the mantra “I am the greatest!” 

Float like a butterfly, sting like a bee. Yeah, baby! 

And Fed? It's on like Donkey Kong. 

If you have big dreams, shout them from the rooftops below! Putting your silk boxers on first is optional.

Have you ever recorded just how much of your day’s work is billable and how much is non-billable? I did, and the results were scary.

As a soloist, I’ve always been clear about the value of my time. Inspired in part by Stacey Barr’s succinct dashboard (my base-line productivity barometer) I’d already set daily and weekly targets and goals as well as more long-term ones.

Then I checked my actual activity using a time-billing program. Without going into the gory details, let’s just say that I was shocked by what I learned.

Over a year, those 15-minute chunks of admin and email time that I was peppering my days with to break up the intense concentration of actually working really added up. Several weeks later, I’m still shaking my head in consternation at how much time I spent on that stuff last financial year.

Like many of you, I chose soloism because I love the flexibility and freedom it offers. So how did I get into the habit of wasting so many hours a week doing the busy work, rather than the important work?

Drastic action was required. The idea for my 8-billable-hours-a-day bootcamp was born.

Have you ever signed up for a fitness bootcamp? If this is a form of pain you haven’t yet had the pleasure of, let me tell you, it’s flipping hard. But you quickly develop endurance and strength – and you surprise yourself with what you can achieve.

When the assigned period of intensive training is over, you’ve developed a new level of fitness that you’d be very reluctant to let slide. After all, you’ve literally worked your butt off for it.

That kind of shake-up was exactly what I needed for my workday, so I based my 8-billable-hours-a-day bootcamp on similar principles, including setting goals that were a BIG stretch (but still achievable), and incorporating an end date so I’d always remember that things won’t be this intense forever. 

Halfway through my training, my endurance and focus are definitely stronger than they were a month ago, and my flexibility has improved too.

I’ll share the results of my experiment when it’s over, but meanwhile, if you’ve got any more tips on shaking things up for me, I’m all ears!

Oh, and thank you to everyone who got in touch with me after my first contribution to Flying Solo. Your comments and support were lovely to receive.

Finally, I’d be remiss if I didn’t mention that Flying Solo LIVE! is just eight sleeps away. If you’ve yet to get your ticket, it’s now or never.

Understanding the role your website plays in your business can help convert visitors into leads and sales, just by highlighting contact details appropriately.

I recently worked with a client who didn't want us to make their phone number and address prominent on their website, saying, "If a customer wants to contact me, they’ll find my contact page".

There are certainly websites where this approach is appropriate, but the chances are that if you want your website to generate leads for your business, then settling for a simple contact page is probably not going to do the job.

The generation of sales leads is the number one objective of most websites, regardless of whether they’re simple information sites or e-commerce sites.

All too often, strategising about a website involves discussions on design and attracting site visitors, rather than working out how to maximise the conversion of visitors into paying customers.

For most lead generation websites, my advice is simple. Don’t be afraid to heavily promote the various ways that website visitors can contact you. In addition, you should ensure that website visitors understand that you actually want them to get in touch.

Here are six ways to make it more likely that website visitors will contact your business.

1. Include a phone number at the top right of every page of your website, and if appropriate, also include your physical address at the bottom.
2. Ensure key site pages contain strong calls to action (for example banners or buttons). I recommend that some of these calls to action contain a phone number or other contact method.
3. If you want to encourage people to visit you in person, show your location on important site pages using a map, photograph or address.
4. Include a short contact form on every page of your website, promising a quick response when submitted.
5. Ensure that the content on most site pages ends with a prompt for site visitors to contact you using a supplied phone number or a link to your contact page.
6. Your site should have a traditional contact page that is referred to throughout your website and included in the main site navigation (not buried in the footer). This page should include details of all possible contact methods. It also needs to state your commitment to privacy and the time you’ll take to respond to enquiries.

Different visitors will prefer different contact methods. Put simply, the more options you give people, the more leads you’ll receive. The more often site visitors are asked to contact you, the more likely it is that they will.

Are you speaking with as many of your website visitors as possible? Or do you ask your prospects to work a little bit harder before becoming a genuine customer?

In this show, 21 year old Young Entrepreneur of the Year Pete Williams explains how a great marketing strategy underpins his success.

Pete Williams famously 'sold the MCG' for $500 when he was 21. He has since become the owner of a phone company,  a finger food business and has his finger in more pies than that little bloke in  that nursery rhyme…what was his name? In this jam-packed episode Pete explains why he relies so heavily on marketing to make his business ideas the success they are. Pen and paper at the ready, team. Go!

Ever excitedly shared your dreams and goals with friends, colleagues or loved ones, only to find your self-confidence rocked when they don’t respond with enthusiasm?

Suddenly the decisions and instincts you were so sure were right for you and just knew were the right way forward don’t look so certain after all.

It’s your dream and your goal; don’t let anyone else take the wind out of your sails!

When clients come to me in self-doubt after allowing the dubious responses of others to take hold of them, I use a simple four-step process to help them lose that wobbly feeling and get back to positivity and self-belief. Do try this at home!

Whether ‘it’ is self-doubt, annoyance, frustration, anger or something altogether different, allow yourself to ‘sit in it’ for a period of time. Now, that period of time can’t be all day. It can’t even be half a day. At the most, allow yourself to wallow in ‘it’ for 15 minutes. 

That’s enough time for you to process what’s important and what’s not important from the conversation you’ve had. It also gives you enough time to speak with an impartial third party who can help you work through your feelings, and ask you the questions that can help you move forward. 

It’s important to decide whether or not the feedback you’ve received is valid. If you feel it is, then that’s it – time to move on. 

If your gut instinct is that your dream is still worth believing in and striving for, then make a decision to move towards it. Be clear on what that decision looks like, and then put together the concrete steps that will help you achieve your goal. 

Focus on your outcome, and don’t get caught up in the day-to-day activities you need to take to reach it. 

Maintaining this focus can sometimes feel hard and overwhelming when you’ve got a lot on your plate, but trust that you’re on the right path. 

Give yourself the space to see what you need to do next. 

Being persistent doesn’t necessarily mean you need to push. It means that you need to pull what you need and want towards you by being clear on the decisions you make. 

If you believe your goal is worth achieving than stay true to it, and follow through with whatever actions you need to take to make it happen. 

How do you respond when someone gives you feedback that makes your resolve feel wobbly? Please share your experiences below.

When we staged our first Flying Solo LIVE! in 2008, we were aiming for 100 delegates. Boy, did we get that wrong! 225 of you turned up and we had to restrain ad man Peter from scalping tickets in the car park.

In 2009, after such brilliant community support for the launch event, we were hopeful of getting one or two more bums on seats so were once again blown away when 350 came along.

But fear not, we’re not eyeing off the Entertainment Centre. Frankly, we feel Flying Solo LIVE! is now quite big enough and are determined to keep the personal, upbeat and super friendly feel of the event.

And the feedback gave us all the warm and fuzzies.“Bloody marvellous! Best $195 I've spent on my business to date.” said one 2009 attendee.

So, with September upon us and less than two weeks to go, we’ll be closing the doors soon. Best grab your tickets now; they are still at the 2008 price, just $195 for a full day of learning, networking and all out fun.

Well if you figure marketing could do with a refresh, we’ve got sessions covering both online and offline – hints, tips and strategies to keep the funnel fed.

If technology is your Achilles heel, fear not, we’ve sessions to get you up to speed or keep you at the front of the pack.

Networking gets a good airing too, both the face-to-face kind and the social online kind. Bring your notepads and iPads.

Yep, one lucky attendee will be leaving with a shiny, new iPad thanks to a neat little draw we’ll be running on the day. You’ve got to be in it to win it.

Finally, we just added some last minute goodies to all those who secure their place in the next couple of days.

Along with your ticket, scrumptious lunch and some of the coolest exhibitors and sponsors around, you’ll also get the book ‘Sustainable Growth' from Sensis, a free copy of NETT magazine and the option of a FREE 3 month trial subscription.

And if you nab one of the FS crew at the bar at beer ‘o’ clock, we’ll shout you a drink.

Did someone say free beer? What are you waiting for? Get your ticket now. 

PS: Want some exposure for your business. We have just TWO business exhibition spaces left. Here’s the deal.

Flying Solo LIVE! is our annual micro business conference. This is it's third year and it is being held on Wednesday 15 September with registration opening at 8am for an 8.30am start. The final presentation concludes at 5.30pm followed by some casual networking over drinks. 

For one value-packed day, you’ll be surrounded by the tips, tools, knowledge, contacts, community and inspiration you need to build a business you love. Download the full program here.

Tickets are just $195 (inc GST) and include a choice of sessions, morning and afternoon refreshments, a networking lunch and the chance to mingle with sponsors and exhibitors.

If you have any questions about the event or registration, please use this contact form or call Fiona Toy and our team of wonderful organisers on 02 4340 8897.

Attending, speaking at and hosting events are all valuable opportunities for public relations. Here’s how to make them work for your business.

Events, and their associated networking, are fabulous opportunities for you to not only promote your business but to also prove your personal public relations (PR).

My mantra is that PR encompasses what you say, what you do and what you are – and that includes how you conduct yourself at events.

Remember, these are not card-sharking opportunities. Focus on the person you’re talking to, create a relationship, and learn about them. Like any other form of PR, it takes time, but the relationships you build through networking can support you in years to come.

Speaking at events provides credibility and a profile boost. I regularly speak on PR and publicity topics at events that attract my ideal prospects, and it’s been a great way to meet people and share my message about how accessible PR can be for small business.

You may not receive payment to begin with, but event organisers will often offer other benefits, including running your articles in their newsletters, and allowing you a short promotion time at the end of your presentation.

If this idea appeals to you, you’ll be interested in this article by Peter Chaly, which is packed with tips for getting invited to speak at conferences.

Hosting your own event, seminar or workshop is another great way of reaching out to prospects and customers, and potentially attracting a revenue windfall.

For example, a nursery owner and a landscape gardener could run a free talk together on the ‘Sex life of plants’ and jointly promote it to their target market. It’s a great way of adding pre-qualified people to your database and could also be promoted in the local paper.

Or you could opt to share your expertise and train other people who pay to attend your workshop or seminar.

If you do decide to run a workshop, don’t get caught out paying non-refundable venue deposits or minimum catering numbers in case you don’t get the registrations you hope for. Simply promote your workshop and ask those who register to nominate their preferred geographical venues. Then as your registrations rise, book venues in the appropriate areas.

Events don’t need to be expensive, lavish affairs. They can be run online or over the phone so participants can enjoy them from the comfort of their computer chairs while wearing their pyjamas! These are great for soloists in the education, training and coaching spheres.

Another advantage of running workshops is that once you’ve prepared the content, it’s easy to re-run them throughout the year or record them as educational products to sell on your website.

If you’re thinking about adding events to your PR and marketing mix, start by asking yourself the following questions:

• What topics could I speak on?
• What groups that include my target market and referral sources would be interested in those topics?
• What types of seminars and workshops might be of interest to my target market and referral sources?
• What other types of events would appeal to my target market and referral sources? (These might include fundraisers, sponsorships and parties).

Have you had PR success with events? We’d love to hear your tips, so please share them below.

It’s fair to say that ‘getting out there’ and networking – online or offline – is not something that comes naturally to me.

Truth be told, if left up to me I’d slouch alone in my home office all day listening to folksy music with headphones on and ignoring the telephone.

So I was obviously euphoric when Robert informed me we were off to mingle with 1000+ business owners at last week’s launch event of Energise Enterprise, Victoria’s small business festival.

I know the drill. Robert swans off to be Mr Big Shot presenter, while I’m left manning the stand.

However, the funny thing is that as much as I dodge them, I always love these events when I get there. It was great to chat with a constant stream of wonderful business owners and entrepreneurs. And the massive business benefits in terms of contacts and promotion are obvious.

For me, the challenge is simply turning up. I’ve found that once you get there, the conversations and connections just seem to happen by themselves.

It’s the same thing with networking online. Before getting involved in Flying Solo, I’d never commented on an article. And before we started the forums a few years ago, I’d never made a post on any forums, let alone helped look after one.

I’m far from alone in this. Our surveys and feedback consistently reveal an aversion to (okay, fear of) networking amongst small business owners. In fact, generally more than 95% of readers online – affectionately known as lurkers – don’t actively join in the conversation, preferring to listen and learn. Which is, of course, totally fine.

But today, I invite you to take the plunge. If you’ve never or rarely posted anything online, take the first step towards online networking and leave a comment on this article.

To make it nice and easy, simply tell us what you enjoy most about running your own ship and if there's one thing you're looking for that will make your life easier, tell us that too and let's see what the community can do to assist. If you’re a regular commenter, then by all means hop in and show us how it’s done.

Plug warning: If you want to conquer your fear once and for all, grab one of the remaining tickets to Flying Solo LIVE! in Sydney on September 15, and work one of the friendliest rooms ever.

So, tell me something I don’t know. I’ll start.

Tough financial times impact overall spending and consumer sentiment, hurting many businesses and families. Hoping that circumstances will change is not enough.

In order to survive we must be realistic as well as optimistic. 

In his book, Good to Great, Jim Collins talks about a principle he calls the Stockdale Paradox (named after the highest-ranking American prisoner of war in Hanoi, Vietnam). In summary, the Stockdale Paradox states that we should be realistic about our current circumstances, and yet optimistic about the future. 

During his years of imprisonment, General Stockdale reportedly came to believe that optimism could in fact be a liability, noticing that prisoners who were eternal optimists constantly set themselves up for disappointment, depleting their resilience and fortitude along the way. 

Conversely, prisoners who looked at the painful day-to-day reality they were in and channelled their energies to the right places survived by maintaining an unwavering faith in the end game and making a commitment to themselves that they would survive whatever brutality and horror they faced. 

Here’s how Stockdale put it: “I never doubted not only that I would get out, but also that I would prevail in the end and turn the experience into the defining event of my life, which, in retrospect, I would not trade.” 

How many of us would look back on seven years of detention and torture as an experience we wouldn’t trade? 

Do you regard the greatest obstacle in your life as the challenge that shaped who you are, or do you use it as an excuse for not having achieved more? 

This distinction between optimism and realism can apply to both business and life. 

Is there an aspect of life in which you’re ignoring reality in favour of being optimistic? Doing so might mean you’re also missing a crucial opportunity to take action. 

For example, one of my clients has an employee who doesn’t take responsibility for her actions, doesn’t pay attention to detail and is often reluctant to take direction and feedback. This employee and the drama that surrounds her affect the entire business, and yet my client procrastinates about firing her, hoping in vain that things will somehow change without any decisive action being needed. 

Take a moment today to examine your relationship with optimism, pessimism and realism. The key is knowing when to accept reality and take appropriate action, and never losing faith in the end of the story. 

If you can walk the delicate line between balance and responsibility, you increase your odds of making good decisions, and ultimately, of achieving success and breakthrough results.

We all experience setbacks, disappointments, loss and challenges. What separates successful people from the rest is the way they deal with those inevitable lessons from the School of Hard Knocks. 

Always keep sight of your final goals, and have faith that you’ll prevail in the end. But maintain the discipline to confront the brutal facts and reality of your current situation too. 

Do you consider yourself an optimist, a pessimist or a realist? What impact does your outlook have on your business?

Have you thought about what business success has cost you lately? If you don’t consider yourself successful just yet, what would you be prepared to pay for your dreams?

We tend to think of success in terms of what it gives us. Money, fancy toys, freedom, fame, respect and similar desires spring to mind immediately.

But what are you prepared to miss out on in return?

One day when I was 13 years old, my dad came to watch me play football. This was a rare event because my dad was always very busy being “successful”. I played the best game of my life that day. I scored three times, and every time, I turned to my dad to gauge his response. It was just the best!

My teammate Patrick’s dad was also a businessman in our hometown and like my own father, had a lot on his plate. Both men had plenty of reasons not to come and watch high school football on a Wednesday afternoon.

Pat’s dad Bill was a big man with thick bushy eyebrows and hairy ears, but his greatest attribute was his booming voice. Whenever Pat got the ball, Bill would yell out “GO SON!” and everyone would hear it.

As kids, we used to make fun of Bill’s antics, but now I see it in a whole different light. Firstly, Bill was there every week, while my dad seldom was. Secondly, Pat knew Bill was there every time he got the ball. And most importantly, the whole world knew that Pat was Bill’s son and that he was a very proud dad indeed.

Both these fathers were successful. They ran profitable businesses, and were well regarded in our local community. However, one paid a much bigger price for success. Which parent (and which small business owner) would you rather be?

So, what have you missed out on? What will your kids remember about their childhoods? Are your clients more important that your kids because they pay the bills?

I struggled to find balance in my life for years, and often felt torn between trying to get ahead and enjoying the ride. Now I’ve realised that without balance, results do not equate to success.

As a small business owner you’ll be very familiar with attributes like passion, enthusiasm, drive, energy, vision and focus, all of which work together to bring success your way.

But if you want your success to be meaningful, permanent and lasting, it’s important to add balance to the list of attributes you foster in yourself. Without it, you may burn out. Worse still, your family may burn out while you’re off being busy and successful.

What has your business success cost you? Or perhaps you became a soloist because it freed you up to spend your time meaningfully? Please share your stories below.

Working with a good tax accountant can be critical to the success of your business. So how do you find the one that’s right for you?

Once you’ve established a relationship with a tax accountant you’ll typically be very reluctant to switch to another, even if you’re not satisfied. There are numerous hurdles involved, including manoeuvring around the tax calendar and having your new accountant contact the old one to request all the information relevant to your business.

Changing accountants is not a decision you’ll want to make very often, so it’s best to make sure your decision is an informed one.

If you run a small business, you’re not legally required to work with a tax accountant. Even as a Pty Ltd company, you can deal directly with ASIC and the ATO if you so choose.

Wisely, that’s a burden many small business owners prefer to avoid. Given that the fees are fully tax deductible, there’s little downside to working with an accountant – especially if you choose the best person for the job.

Your accountant should form an integral part of your business advisory board.

When you’re in start-up mode they’ll advise on the optimal structure for your business and assist in setting it up in the way that best suits your requirements and goals.

As your business develops, your accountant can also:

• Develop tax minimisation strategies
• Keep you abreast of any changes to financial legislation that affect your business
• Help you identify business goals, and the targets, budgets and cash flow forecasts to achieve those goals.

In addition, many accounting practices offer assistance in setting up accounting software and record-keeping systems.

Good accountants are in high demand, so they can afford to be fussy about their clients. Many accountants have closed books, and only take on new clients based on qualified referrals, so if you network with people whose businesses are similar to your own, it’s worth asking around for recommendations and introductions.

Accounting and Tax Associations can provide lists of accountants that work in your area. Alternatively you can head to the Flying Solo directory for more financial experts.

Visit your prospective accountant’s website, or ask for their company material to be sent to you.

How long have they been established? What are their qualifications? Do they meet your needs? Read their client testimonials to determine whether their existing clients are in a similar position to you.

Does the accountant have experience and understanding of your industry or field? If you’re involved in import, export, e-commerce, gambling or any other unique category, check whether the accountant is familiar with the idiosyncrasies of that world. If not, keep hunting until you find one who is fully aware of the opportunities and potential pitfalls your business faces.

Accountants whose books are open to new clients will usually offer a free initial meeting, which gives you the opportunity to gauge whether you’ll feel comfortable working with them.

Go to the meeting prepared to ask lots of questions. What are their fees? What services does this price include? How will they communicate with you? What software do they use?

Time invested in finding the right accountant can have enormous benefits to your business. Although I’m renowned for encouraging soloists to think very carefully about their business expenditure, this is one area where professional advice can deliver a very healthy return on investment!

Are you an accountant addict, or do you prefer the DIY approach? We’ll be interested in your comments.

G’day all. Sam here. I’ve been charged with writing the next “Come-to-Flying-Solo-LIVE!-on-Wednesday-15-September” advertorial thingy.

Now, I know it’s going to be another cracker this year. But I would say that, wouldn’t I? I always bang on about the power of testimonials, so am handing over the job of encouraging you to come…to you.

Here’s some feedback, spontaneously received from folks who came along in 2008 and 2009.

“Bloody marvellous! Best $195 I've spent on my business to date. Will be one of the first to register next year!”

“I loved the buzz and the excited atmosphere through the whole conference - there is something about a community of like minded souls getting together”

“Thanks for such an inspiring event that I feel so much richer for attending.”

“Can’t wait to attend again next year! It was great to trade ideas and war stories with fellow soloists. And I picked up some valuable information and inspiration.”

“The speakers and the engagement with the audience was palpable. I enjoyed every session and look forward to next year’s event.”

”What a jam packed day it was… I thoroughly enjoyed it and my creativity has been flowing ever since.”

“It was inspiring, beautifully planned and idea-generating. It provided an excellent environment for networking and I met many people I am looking forward to doing business with.”

“There was an enormous degree of optimism and excitement from all who attended. The sense of new possibilities that us soloists could fly at last to those places we had only dreamed of, in not only our business, but also our personal lives.”

Not bad, huh? Then there’s the feedback we received during each event: the average rating given to sessions was 8.8 out of 10

So are we hiding anything? Well, you did tell us one of the rooms was too cold (I know! I was shivering in my chiffon top) and the screen was too small in another. So we’ll be fixing both of those things up.

The Flying Solo community is all about you, and the LIVE! event is no different. And the tax deductible, micro price of $195 is a small price to pay for an engaging, inspiring and exciting day.

It seems past attendees think so, anyway.

Here’s the one pager of what’s going on. Or bite the bullet and book now.

See you in four weeks! * 

Love your work!

*Four weeks? I’ve got four weeks to lose four kilos? AAARGH!

PS: If you’re an attention seeker, we’ve got just a couple of business exhibition spaces left. Here’s the deal.

PPS: If you have any questions about the event or registration, please use this contact form or call Fiona Toy and our team of wonderful organisers on 02 4340 8897.

Flying Solo LIVE! is our annual micro business conference. This is it's third year and it is being held on Wednesday 15 September with registration opening at 8am for an 8.30am start. The final presentation concludes at 5.30pm followed by some casual networking over drinks. 

For one value-packed day, you’ll be surrounded by the tips, tools, knowledge, contacts, community and inspiration you need to build a business you love. Download the full program here.

Tickets are just $195 (inc GST) and include a choice of sessions, morning and afternoon refreshments, a networking lunch and the chance to mingle with sponsors and exhibitors.

Recently I saw a cafe with a logo that looked like a biohazard symbol. Is that really the imagery they want people seeing when thinking about where to buy their lunch?

You have to wonder how much thought they put into their logo selection, don’t you? 

I cannot stress highly enough the importance of getting correct feedback before implementing new design work in your business, especially when it comes to your logo. 

I’ve often seen soloists rush through this process, get very confused and end up picking a logo they don’t really like just because they haven’t thought things through properly. 

When choosing your new logo design, starting with these practical tips makes your decision as easy as 123. 

After briefing your designer and receiving their initial concepts, make a quick note of the ones that have most impact on you at first glance. It’s very easy to stare at the designs until your senses are deadened, and then forget what your initial response was. 

For better viewing, print out the designs, stick them on the wall and then stand back to look at them all at once. 

Which ones look the strongest and appeal to you most from the other side of the room? 

Once you’ve selected your favourites, send them to two or three trusted sources and ask for their responses. Ideally, choose three people with differing insights into your business – perhaps a colleague, a client and a close friend. 

Be careful not to get too many opinions though, as it could end up making your decision more difficult. 

When you’ve made a choice on a final design, you can then get a broader opinion on it if need be. 

A good way to do this is send the design out to more people in your network for comment. If you’re keen for an even more objective view, request a Community Review from the Flying Solo forum. The feedback you receive will give you great insight into how professional people who aren’t familiar with your business respond to your logo at first glance. They won’t be afraid of being honest either! 

Remember that design is very subjective. You’ll always get a number of differing opinions on any design. After assessing all the feedback, the most important opinion of all is your own. 

You get to make the final decision, so choose the logo you like the most and that you think is going to be the best representation for your business. 

How did you choose your logo? Are you pleased with your decision?