Wild Streak

Writing articles and getting published is a powerful way to promote your expertise, and your business. Here’s some advice on making your read a good one.

1. Have ideas to expand on. This beats staring at a blank screen with a blank head. Be ready to scribble down dot points when inspiration strikes. The germ of some of my best work can be traced to the back of soggy beer mats.
2. Don’t worry too much about structure at the start. This can come later. Just focus on getting it out of your head and onto the screen, or indeed the paper.
3. An alternate theme may emerge in the course of writing. Go with it. I’ve lost count of the number of unedited articles I’ve read that have a headline almost totally unrelated to the content.
4. Write the headline and intro last to overcome the above problem. What you’ve actually written will inform you of the appropriate headline and introduction. Always.
5. Use your voice. If you’re a humorous person, write with wit.
6. Don’t underestimate your audience. There’s a school of thought that says you should use the simplest word available. I disagree. You should use the most fitting word. Still you should avoid plundering the Thesaurus just for the sake of it.
7. Revisit, reread, edit and proofread. While we’ve lots of tips for self-editing on Flying Solo, my main advice is to remember that subtraction is iteration, too.
8. When editing, cut from the start. A majority of the articles I’ve edited require most of their edits early on. Try to ensure your article doesn’t take too long to get going.

To illustrate the importance of point number 3, this article was originally going to focus on a Flying Solo milestone. Lovely for the ego, not so great reader relevance wise.

But since you’ve come this far I can humbly share that we’ve just passed the 1,000 article mark. That’s a little over half a million words.

As Editor I’ve overseen each article from submission to publication and while I’m the first to admit I don’t know much, I reckon when it comes to understanding what makes a good short read, I know my potatoes.

Which brings me to my final point.

       9.    Know your potatoes.

It’d be very fine indeed if you shared your thoughts on what makes a good article.

Here’s to the next 1,000!

If you try to organise your whole business, whole office or whole life all at once you’ll only end up feeling overwhelmed. Here I’ll help you prioritise your organising efforts.

Know why it’s worth it

If you haven’t already, spend some time reflecting on why you want to get more organised. If your motivation to make changes is high, your success rate will be too! 

Everyone has different reasons for getting organised, and although neatness and tidiness are welcome by-products of the process, they don’t tend to be the main motivators. 

Choose your battles wisely

Do you know where your business needs to be more organised? 

When you’re working frantically every day just to stay on top of your to do list, it’s easy to fall into the trap of chanting that old mantra “Gotta get more organised” without taking the simple step of determining where that will have the most impact. 

Step back from that treadmill you’ve been running on, and take the time to clarify what you want and exactly how better organisation will help you get there. 

• If you need to streamline your systems, which one is most critical to tackle first?
• Do you simply need to organise your desk and office once and for all, rather than just tidy up?
• Could you be better organised in the way you handle paperwork, email or meetings?
• Could you be more punctual and consistent with customer follow up? 

Audit your time

Before setting your organising priority list in stone, try this simple but incredibly revealing exercise. 

Make a list of how you think you spend each hour of your day. If it doesn’t add up to 24 hours, you’ve made an error somewhere, and you need to re-visit it.

Verify your instincts by spending a day or two actually recording what you do on an hourly basis. (You can set your mobile phone or computer alarm to remind you to do it every hour that you’re awake if you’ll be inclined to forget). Add in the time you spend asleep, and if your list now adds up to 24 hours, you’ve got an accurate representation of where your time is going. 

Now, ask yourself honestly. Is this how you want to spend your time? How many of these tasks could be streamlined or outsourced to free you up for more profitable activities or fun with family and friends? 

Make it bite-sized

Now that you’re clear on exactly what needs to be more organised, make your priority list more manageable and less intimidating by dividing each task into bite-sized chunks that you can tackle one at a time. 

This article is the second in a series outlining the secrets to getting and staying organised. In the next article I’ll give you some tips to spur you into action. 

Have you tried auditing your time yet? What did you learn, and how has it inspired you to change your ways?

As if online merchants didn’t have enough to do, m-commerce now appears to be a profitable sales channel. You might not be ready for mobile-commerce but a recent survey indicates it might be ready and waiting for you. The study, performed for Sterling Commerce and Demandware, Inc., found that 15 percent of consumers have used mobile [...]

I’ve been seeing the name “Groupon” increasingly popping up in various publications – it appears to be doing big things in the world of coupon marketing. Here’s how it works. Groupon’s not quite 2 years old – it was launched in November of 2008. It’s really a coupon/buyer’s group hybrid approach.The service offers daily deals through [...]

Once you’ve edited your blog, newsletter or web content so you’re happy with how it reads, you need to proofread it for surface errors such as spelling, grammar and punctuation.

You may have already touched on this in your editing process, but a final check is critical in producing a professional piece of written communication. 

Most people devote only a few minutes to proofreading in the hope of catching a glaring error. But only having a quick read after you've worked so hard to get the right words means you could very well miss a mistake that makes you cringe later. 

How many times have you spotted a typo or a mistake in a magazine? It's so easily done, but so hard to rectify! The proofreading process for a quality magazine involves up to seven writing experts meticulously making their way through every word of each article – and that's after it’s been thoroughly edited by at least three people. 

To be fair to yourself – and your brand – devote time to the proofread, searching systematically for errors. It takes a little extra time, but it definitely pays off. 

Refresh

Take a break before starting. If your eyes are tired or your content is too familiar, you could easily skip over an error. 

Clear your head or, if you can, give it to someone else to read. Choose someone with fresh eyes, whose grammatical and spelling skills you trust. (If that’s not an option, refresh your own grammatical know-how with these handy articles on the correct use of commas and apostrophes). 

Where?

Which medium allows you to proofread most carefully? You may like to work on the computer or you might prefer to sit back in the beanbag with a printed copy that you can mark up with a pen as you read. 

Either way, do your proofreading at a time and place that allows you to concentrate and avoid distractions. 

Using spell check

The spell check function in Microsoft Word can be useful, but it won’t catch a misspelling that forms another valid word. Examples that are often missed include 'your' instead of 'you're', 'to' instead of 'too', and 'complementary' instead of 'complimentary'. 

The grammar check function can present similar issues, so make sure you question and evaluate the feedback it provides. 

Be systematic

Like so many other facets of your business, it can be helpful to develop a system that you follow every time you proofread. 

For instance, since it's easier to catch grammatical errors if you’re not checking punctuation and spelling at the same time, you might decide to proofread for each of these types of errors individually. 

Read slowly, and read every word. You could read aloud so you can hear how the words sound together. 

You could circle every punctuation mark to ensure you look at and question each one. 

The proofreading process becomes more efficient as you develop and practice. With time, you'll start to become familiar with specific areas of your writing that need more attention. 

Knowing you have a sound method for finding errors will also help you focus more on developing your ideas while you draft the piece of communication. 

Only a fool fails to proofread before publishing. Have you spotted any foolish errors lately?

Importing from China could save you thousands of dollars, but can also be daunting and risky. Here’s what you need to know to get started.

China presents massive opportunities for your business, regardless of whether you’ve been established for a while or are in start-up mode.

But to be successful in your attempts to do business in China, you need to find the right supplier. This is extremely important considering there are potentially thousands of suppliers vying to make your product.

The main factors to consider when deciding who to deal with are the levels of risk you’re prepared to accept and the amount of time and cost involved.

Using sourcing websites

Suppliers in China can be sourced directly through websites like madeinchina.com and alibaba.com.

Sourcing products yourself can save you money and give you total control over the process, but also brings with it higher risk than other alternatives, as most websites don’t have strong mechanisms for verifying suppliers.

If you decide to go down this route, be aware that it can take a large amount of time, and if you’re unable to find a legitimate supplier it may actually cost you more money in the long-term.

Using an overseas trading company

Trading companies that act as a middleman on your behalf and source your products from China come with advantages and disadvantages.

For example, they’ll usually speak the language and understand Chinese business and culture, which helps with effective communication. They’ll have established relationships with certain factories too, so you may be able to order smaller quantities of stock.

On the other hand, many trading companies are paid commissions by suppliers, so the factories they recommend may not be the ones best suited to your needs. Furthermore, using a trading company inflates costs, as the trading company makes their margin on top of the factory price.

Attending trade fairs in China

Another means of finding suppliers is to attend trade fairs in China such as the Canton Fair.

Meeting suppliers face-to-face allows you to establish a relationship with them (a vital aspect of successful business dealings in Asia) and may help you determine the legitimacy of the business. You may be able to place your order on the spot, and might even be able to visit and inspect the factory.

However, attending trade fairs can be very costly and quite overwhelming. Without experience and understanding of the language and culture, there’s no guarantee you’ll find the right supplier.

Using an Australian professional sourcing company

One of the safest and best value-for-money options is to use a professional sourcing company that’s based in Australia. Most are thoroughly experienced in international trade and many are passionate about growing your business and making it a success.

This approach is likely to have a higher cost than managing the process yourself, as some professional sourcing companies charge service fees and a percentage of your order value.  But as you’ll be dealing with an Australian-owned and operated business, with experienced teams on the ground in China and inherent cultural and linguistic knowledge, communication with Chinese suppliers will be simple and effective, giving your importing project an excellent chance of success.

Do your research

As you’ll have worked out from the issues raised above, although sourcing products in China offers some huge opportunities, they do come with significant risk. It is vital to conduct the relevant research because choosing the incorrect option for your business could cost you both money and time.  When in doubt, consult others who’ve travelled this path before you, or seek professional advice.

Do you import products from China? Please share your experiences below.

Importing from China could save you thousands of dollars, but can also be daunting and risky. Here’s what you need to know to get started.

China presents massive opportunities for your business, regardless of whether you’ve been established for a while or are in start-up mode.

But to be successful in your attempts to do business in China, you need to find the right supplier. This is extremely important considering there are potentially thousands of suppliers vying to make your product.

The main factors to consider when deciding who to deal with are the levels of risk you’re prepared to accept and the amount of time and cost involved.

Using sourcing websites

Suppliers in China can be sourced directly through websites like madeinchina.com and alibaba.com.

Sourcing products yourself can save you money and give you total control over the process, but also brings with it higher risk than other alternatives, as most websites don’t have strong mechanisms for verifying suppliers.

If you decide to go down this route, be aware that it can take a large amount of time, and if you’re unable to find a legitimate supplier it may actually cost you more money in the long-term.

Using an overseas trading company

Trading companies that act as a middleman on your behalf and source your products from China come with advantages and disadvantages.

For example, they’ll usually speak the language and understand Chinese business and culture, which helps with effective communication. They’ll have established relationships with certain factories too, so you may be able to order smaller quantities of stock.

On the other hand, many trading companies are paid commissions by suppliers, so the factories they recommend may not be the ones best suited to your needs. Furthermore, using a trading company inflates costs, as the trading company makes their margin on top of the factory price.

Attending trade fairs in China

Another means of finding suppliers is to attend trade fairs in China such as the Canton Fair.

Meeting suppliers face-to-face allows you to establish a relationship with them (a vital aspect of successful business dealings in Asia) and may help you determine the legitimacy of the business. You may be able to place your order on the spot, and might even be able to visit and inspect the factory.

However, attending trade fairs can be very costly and quite overwhelming. Without experience and understanding of the language and culture, there’s no guarantee you’ll find the right supplier.

Using an Australian professional sourcing company

One of the safest and best value-for-money options is to use a professional sourcing company that’s based in Australia. Most are thoroughly experienced in international trade and many are passionate about growing your business and making it a success.

This approach is likely to have a higher cost than managing the process yourself, as some professional sourcing companies charge service fees and a percentage of your order value.  But as you’ll be dealing with an Australian-owned and operated business, with experienced teams on the ground in China and inherent cultural and linguistic knowledge, communication with Chinese suppliers will be simple and effective, giving your importing project an excellent chance of success.

Do your research

As you’ll have worked out from the issues raised above, although sourcing products in China offers some huge opportunities, they do come with significant risk. It is vital to conduct the relevant research because choosing the incorrect option for your business could cost you both money and time.  When in doubt, consult others who’ve travelled this path before you, or seek professional advice.

Do you import products from China? Please share your experiences below.

Comscore have posted their search engine market share statistics for July – but with a bit of a difference this time around. According to various reports around the web, some of the search engines have been attempting to “game” Comscore by, for example, by generating non-traditional searches through the way photo galleries are viewed; with each [...]

This case study demonstrates how a hair salon used low-cost marketing strategies to attract new customers and more sales.

When the owners of a funky hair salon in Melbourne decided it was time to move to larger premises with more passing foot traffic, they knew they had to grow their existing strong and loyal client base first.

The following marketing campaigns were developed after analysing their strengths, weaknesses, opportunities and threats (SWOT), and helped get them on their way. Might similar strategies work in your business?

Re-connect with lapsed clients

As the salon had a CRM database, it was easy to identify clients who hadn’t visited the salon for over six months and create an email campaign offering them an incentive (a free hair treatment) to make an appointment. This campaign also created an opportunity to introduce these clients to a new senior hairdresser on the team.

The emails were personalised with the first name of the recipient and date of their last visit, and resulted in several new appointments from lapsed clients.

Promote business to local residents

A direct mail flyer was distributed to several hundred households within walking distance of the salon, and included a special offer that was only valid for hairdressing appointments with a junior (apprentice) team member.

This campaign resulted in several new clients making appointments. These sales were incremental to the existing business, as the apprentice had not previously been handling her own clients. She now works with a small, but growing, group of regulars and will no doubt be the recipient of word of mouth referrals as time goes by.

Develop gift with purchase strategy

The salon sells premium hair care products, and over several months the team collected a number of offers and sample packs from their suppliers. These were packaged together in bundles worth approximately $40, and offered to clients as a free gift when two or more retail products were purchased. Again, this strategy resulted in new and incremental sales.

Make client appointments in advance

The owner of the salon was approaching maternity leave, and was concerned that her loyal clients would find a new hairdresser while she was away from the business.

To reduce this risk, a concerted effort was made to encourage clients to book their next appointments in advance. Additionally, the CRM system allowed the team to phone all existing clients who hadn’t re-booked and incentivise them to make appointments over the following 2-3 months.

Switch on some free Google tools

The salon had a website, but had never reviewed or tracked its traffic or analysed which keywords were sending it visitors.

While they didn’t have the budget to completely overhaul their web presence immediately, they were able to make use of Google Analytics and Google Places (previously known as the Google Local Business Centre). These free services are now providing them with valuable information that will help drive future growth strategies and the Local Business Centre is also putting the salon in front of potential clients on a regular basis.

The combined results of all these strategies have put the salon in a good position for its upcoming expansion, but none of these campaigns were very expensive. It just goes to show that you don’t need to have a big advertising budget to market effectively!

We’re always on the lookout for low-cost marketing ideas. What works for you?

If you’re having the kind of day where you effortlessly fill the hours, but don’t get any sense of achievement, I may have the answer.

After a spate of days like this, I was well and truly over it. A change was in order. 

No matter how much we delegate, proceduralise, simplify or ignore, there will be times when we have stints of being buried in the minutiae of business life. 

But it’s one thing to know that days will be dull for a while, it’s another to do something about it. 

How do you change the one thing you really can influence – the way you choose to feel? 

The answer, I discovered, was to take a close look at my weekly action list and pick out those items that, once complete, would definitely make me feel good. 

Next up, I’d give some thought to how long it would take to accomplish each of these items and schedule one for the end of each day. If there were a few I might book one in just before a lunch break as well. 

I literally flag it with a little A+ in the margin and book it in as the last job before I shut down for the night. 

A+ translating to ‘achievement and positivity’ by the way. Sad I know. 

This past week, once such A+ task was bundling up my end of month receipts and mailing them off to my trusty virtual assistant. She then performs her magic generating my month-end reports. 

I don’t enjoy this task, finding it laborious and unexciting. Mind you once it’s completed I feel relieved and fulfilled. 

In reality it took me no more than 20 minutes and once done I strode out of my office heavily dowsed in the sweet fragrance of accomplishment. 

Other examples over the past couple of days have been:
- making follow up calls I should have made weeks ago
- filing or recycling the past week’s notes and mail
- paying all outstanding bills
- comprehending my overly complex phone and internet plans 

All tedious, yet once upgraded to the status of A+ and wiped out at the close of business, the cause of much good feeling. 

Give it a go and experience leaving on a high. Let me know how it goes.

It’s a lovely feeling knowing others think enough of us to make a referral. But no matter how good their intentions, it’s not always a great fit.

Referrals gone wrong can lead to sleepless nights, broken relationships – and a beating to your hard earned reputation. Once the damage is done, there are steps you can take to rectify the situation, but even better, what rules can you implement to prevent this dire situation from occurring in the first place?

Don’t feel pressured to accept a referral

Accepting referrals based on gratitude, politics or desperation generally ends in disaster. Just ask me – I’ve accepted referrals on all three counts.

Use this opportunity to your advantage. As you’re thanking the referrer for their kindness, tactfully mention exactly what type of client you’re looking for. This way, your referrer won’t feel unappreciated when you don’t accept the business they sent your way, and will likely refer to you again, hopefully, next time with a perfect match.

Don’t feel pressured to refer in return

Whether they’re in start-up mode, looking for growth or simply not doing well, I’m always coming across business owners looking for more clients.

Although I’m continually on the lookout to make a referral, I don’t bow to pressure (anymore) if I don’t think the match is made in heaven. Stick to your guns.

Only refer after careful consideration – and with permission

Until this rule saved me from looking unprofessional, I didn’t think it was important. Luckily, a quick phone call seeking permission to pass on a colleague’s contact details alerted me to the fact that she wasn’t accepting new clients.

Though it may not sound like a big deal, it’s sloppy work (and a waste of everyone’s time) referring to someone who can’t accept the job.

Be clear on why you’re referring

When you introduce the two parties, give them a detailed explanation of why you’re referring them to each other. Both parties will know what to expect, and they’ll have a starting point for their conversation.

Just make sure that you’re up to speed on what the other parties are looking for!

Friends and referrals don’t mix

In almost all instances I turn a referral from a friend down – even if it’s a perfect fit. I’ve lost a valuable friendship over a client relationship turned sour. It didn’t really matter who was wrong or right, the friendship was still lost.

Think carefully about whether it’s worth the risk.

Educate others on the exact type of referral you’d like

This is as simple as making sure all your marketing material (including your elevator pitch) matches your brand and what you’re after perfectly. Amongst other places, you can target the messages on your website’s About page, social media biographies, all print collateral, and even your email and forum signatures.

Think carefully before recommending online

I feel like a cynical old woman listing this point, but the truth is, the web can be a cruel world. If you recommend someone online, your name will always be associated with the other party. Make sure it’s an association you’re happy to have in public. Forever.

Have you been bitten by a referral gone wrong? How do you plan to stop it from happening again?

Most of us have a streak of innocent enough voyeurism – and those seeking to spread malware via email are increasingly exploiting it. The term “voyeur” is most often associated with ..er.. adult-type activities, but it simply means “one who looks”. It’s human nature to observe what others are doing, whether it’s watching people go about [...]

Free publicity? Bring it on! Tim Reid & Luke Mouton's entertaining and insightful podcast shows you how to get the word out... for free.

In their inaugural podcast on Flying Solo, the boys from Small Business, Big Marketing interview the very lovely Rebecca Derrington, founder and owner of Source Bottle to find out just how to secure free publicity for your business.

We will be broadcasting these monthly on Flying Solo, ensuring you'll get a regular dose of marketing wisdom with ideas you can apply to your business immediately.

So strap in and enjoy the next 34 minutes on how to generate free publicity.  

It’s a dog-eat-dog world out there. If you want to stand out and attract new clients, you’ll need to develop your own individual brand.

We’re running out of ways to differentiate ourselves. If you’re not sure what I’m talking about, conduct a Google search on your competitors. How many of them are using the same “unique” selling point as you? 

Ultimately, that means you’ll need to instil positive impressions in your clients and prospects through your personal branding. 

Your personal brand is your own unique and personal signature, and the impression it makes on those you come into contact with, whether positive, negative or indifferent. 

So, if you’re literally your own billboard, how do you stand out for all the right reasons and make yourself memorable in a cluttered marketplace? 

You are the package

As a soloist, you need to see yourself as a complete package and ask yourself whether that package is marketable and attractive to prospective clients. 

You are the first person you need to sell yourself to. If you don’t like what you see, why would others? 

Take the time to clearly identify where you stand in your industry and what makes you unique. It might be your personality traits, your image, or the way that you manage clients. Don’t forget that your clients are not only buying your product or service, they’re buying their interaction with you as a person. 

Are all of these marketable? Or do they need grooming and refining? 

Visibility

Let’s face it, if you’re not being seen you won’t be attracting new clients. 

Networking is one of the most cost-effective ways to brand yourself effectively and generate referrals, especially if you attend the same networking events regularly so everybody recognises you. 

Being the first to introduce yourself, start conversations and be the person that everyone loves is a skill that can be learned. 

You can also make yourself visible by being seen in the media, blogging and actively participating in social media. 

Relevance

When we think of personal brands, we think of names like Donald Trump and Richard Branson – high profile entrepreneurs who always remain relevant and in front of their competitors. 

Want to be highly marketable? Brand yourself as a leader in your industry. 

Culture

Just as it’s important that you stand for something as a person, it’s important to your personal brand. 

Know the culture of your industry and be willing to push new boundaries. Ask the questions everyone else is too afraid to ask. 

You may polarise those around you into raving fans and those that hate you, but as long as you’re getting talked about in a positive light 90 percent of the time, you’re well on your way. 

Just realise that criticism is a healthy part of ongoing development. If no one is criticising your work, then no one really cares enough about what you do! 

Re-invention

Re-invent yourself on a regular basis to ensure you stay current and relevant to your ever-changing, ever-growing consumer base. 

Skill up regularly on new trends in your industry, and watch videos on YouTube to observe progress in the rest of the world. There’s a wealth of information online that can help you gain an edge. 

Artists such as Kylie Minogue and Madonna have continually re-invented themselves over the years to engage new audiences. Why should soloists be any different? 

Clients want to know that you’re innovative, leading the pack and the best in your field. A failure to re-invent is a failure to create the new buzz that will attract new clients. 

You are your product. Would you buy you, or would you trade yourself in for a better-dressed, more professional model?

Whether it’s on-page content or an email, remember to use line breaks and paragraphs appropriately. That white space can be critical in getting your message across. I received an email from a merchant today which was around 20 lines of text; all in one paragraph. My immediate reaction was “too hard, next email”. The great big [...]

Instead of hiring a website design company to build a website for you, what if you could find an existing site that met your needs?

It might look the way you want it to look, have a history in Google and lots of back links, and already be getting the traffic that you’re hoping for. It might even be generating an income! 

Just like other businesses, websites can be purchased as ongoing concerns, complete with inventory, reputation and customers. You’ll find them for sale on a variety of online sites and forums such as Flippa. 

Buying a website is definitely not going to be right for everyone, but in some cases can be a valid option worthy of strong consideration. 

Give yourself a head-start

With a new website, you’re usually starting from nothing. You have no traffic, no content, Google doesn't know you exist yet, and you have no statistical history to help you research the best keywords... the list goes on. 

To get a new site up to speed, you’ll need to promote it, build a database and accumulate content and statistics. It could take months or even years before you get to the point where it’s performing the way you want it to. 

When you buy an existing website, you might just find one that is already chugging along nicely. It will have been online for a while, Google will have had time to index the pages and it could already be delivering targeted traffic. 

You'll be able to test how it ranks for various search terms and examine the statistics showing you where the traffic is coming from.

You might find that it already has some back links pointing to it too, giving it valuable weight in Google’s index and creating the potential for you to more easily optimise it to rank better for the specific keywords you want to target. 

The potential for saving time and money promoting your website could be enormous. 

Why do people sell?

Sometimes the owner of a website might have started it for fun, but has decided to focus on another project. In other cases, the owner has deliberately built the site up to a point where it’s worth selling. 

I had a customer a few years ago who ran an SEO campaign with us to promote his part-time business. When his term hit the front page of Google the enquiries became too much for him to handle, so he asked me to delete the website. I suggested that he try to sell the site instead, and he was both surprised and delighted when a competitor showed immediate interest in buying it! 

The downside

As mentioned above, there can be some definite advantages to buying an established website, but there can be disadvantages too. These are some of the most important to bear in mind:

• You’ll probably need to compromise on the design in the first instance and perhaps pay for the logo and/or colour scheme to be updated
• You might need to compromise on the system and set up of the website
• You’ll need to spend some time researching and waiting until you have found a suitable website to buy 

With any business purchase, it’s important that you do your due diligence. Always seek professional advice, and make sure you don’t succumb to any of these traps for small business buyers. 

That said, buying an existing website is a still an option that should be considered. It can be particularly beneficial if you’re a small business owner or soloist, and especially if the main function of your website is to establish a blog and drive targeted traffic to your door. 

Have you bought an existing site instead of establishing one from scratch? If so, please share your tips for a successful outcome below.

I’ve been trying my best to build some flexibility into my workday. Just a little, mind you.

Left to my own devices I’d be all flex and no work. Or all work and no flex. There must be a happy medium. 

As a writer, deadlines are my best friend. Without a sense of urgency, why would I sit at my desk when there are coffees to drink, books to read and friendships to nurture? 

Plan my day, week and month down to the last millisecond? Tried it. Doesn’t work. 

That kind of structure feels like the 8-foot high fence around my high school… something I’ve just got to break free of. One look at a jam-packed schedule and suddenly I have an overwhelming need to do something much more fun. Like stand in a queue at the RTA. Or get my teeth drilled. 

How about fitting work in around the fun stuff? Yeah, right! Too much time not working and I get visions of writers starving in garrets. That’s not the life for me, thanks very much. And besides, fun is no fun if it’s served with a side-order of deadline-driven guilt. 

So I’m trying a new “system.” It’s about the gazillionth one since I’ve been a soloist, so I can’t guarantee it’ll be the last, but I’m committed to giving it a red hot go for two months. 

Here’s the plan: Monday to Friday I do eight hours of work that is either billable to a client or generates new business. All ‘other’ work - keeping up-to-date with industry journals, checking who has and hasn’t paid their invoices and managing email - gets squeezed into tiny timeframes around the edges. 

Two weeks on, it seems to be working. I feel disciplined, but in a flexible way. There’s room for spontaneity, as long as I’m prepared to make up for it later. This morning I dropped everything to watch a pod of dolphins playing in Sydney Harbour – pure unadulterated joy, with no guilt-on-the-side. 

Admittedly there have already been days when putting in eight hours feels like running a marathon. Have you got any tips to help me push through the pain barrier?

Running your own events can be daunting. If things go belly up, you could jeopardise the very business you were hoping to secure. This checklist will help ensure your event is a success.

There are many worthwhile reasons for organising your own events. They can deepen relationships with existing clients or introduce you to new ones, establish you as a trusted authority and provide a platform for the launch of new products and services. They can also be far more cost effective for your business than sponsoring or exhibiting at large trade shows.

Here are my six tips for making sure your events run smoothly.

1. Set realistic objectives

Before you start planning your event, establish some clear objectives. For example, how many people do you want to attend? Do you want to use the event to build relationships with your existing clients or to convert potential clients into customers? Are you launching a new service? Do you want to secure sales appointments with prospects, or are you actually looking to sell your products and services during the event?

2. Do your research

Before you decide on the format for the event, it is vital to do your research. If you own a clothing boutique, you might like to host a VIP evening where your loyal customers get to preview the next season’s range or get access to your upcoming sale before the general public. In that case, your research could be as simple as asking some of your customers whether they’d be interested in coming to the event before you organise it, and what they’d like to see on the night.

But if you’re a management consultant thinking about running a public seminar and charging participants to attend, your research needs to be far more thorough. In this case, you should speak with your target market in more detail about their needs, and use that input to help you determine whether you’re on the right track with your event idea. If not, at least your research will have given you some valuable ideas about restructuring the event so it becomes one they feel compelled to attend.

3. Create your program around the research results

Your research will have given you a profile of your audience’s needs that you can now use to ensure your agenda meets their requirements.

For example, if you’re running a seminar and your research uncovered concerns about the decreasing effectiveness of traditional marketing channels, your program could include a case study of a company that increased sales by focusing on internet marketing techniques.

Your research should also help you determine who to invite to speak at your event.

4. Choose the right venue

If you’re running your event off-site, you’ll need to select a venue. If at all possible, inspect the venue before you book it. Some important things to consider include whether the venue can accommodate the number of guests you’re expecting, whether the seating arrangement is suitable and whether the stage can be seen from all corners of the room. Don’t forget about noise levels, lighting, location and ease of access either.

5. Know your budget

Your budget should include (where relevant) costs for the venue and catering, speakers and their travel, audio-visual equipment, insurance, marketing and the production of workbooks.

On the other hand, you may be able to offset some costs by giving other businesses the opportunity to sponsor the event.

6. Market effectively

Whole books have been written on event marketing, and it would be impossible to do the subject justice in a short article, but some of the ways you can promote your event include:

• Through business networking groups, community groups and special interest groups such as your industry association
• Direct mail
• In newsletters, magazines and newspapers
• Listing in event calendars
• With press releases
• On a Facebook event page
• Through business partners and affiliates
• By email to your database, or an external source
• On your website, or even via a dedicated event website

Do you have any extra tips to add to this list? As an organiser or attendee, how do you judge the success of an event?

If you’re a U.S based online merchant looking to increase your Canadian customer base, this comprehensive free handbook is for you. Visa have developed a 97 page handbook to provide U.S. retailers with a bunch of guidelines and tips for doing online business with folks in Canada. It seems there are quite a few differences between [...]

The term Google Display Network refers to the massive number of websites that carry 'Ads by Google' on their pages. Here’s how to use it effectively.

Previously known as the Google Content Network, the Google Display Network gives the owners of those websites a share of the revenue generated by visitors clicking on the ads. 

When you advertise using Google AdWords, your account will have the Display Network enabled by default. Many AdWords users don’t realise this, and only become aware of it when someone recommends they turn it off. For best results, you’re advised (even by Google!) that these two sides of your Google advertising campaigns should be handled separately and differently. Below are the five most important issues for you to consider. 

Lower conversion rates

Visitors that arrive at your site via Display Network ads are not in the same mindset as visitors arriving from the search engine. The latter are actively searching for a particular product or service, while those clicking on Display Network ads are more likely to be clicking on impulse or out of curiosity after seeing your ad on somebody else's website. 

With that key difference in mind it is easy to understand why those visitors are less likely to convert into sales for you. However, this type of advertising tends to be cheaper than AdWords advertising on the search engine, so despite the lower conversion rate, Display Network advertising can turn out to be good value if you buy it at the right price. 

Separate your campaigns and budgets

I recommend that you set up a separate campaign for the Display Network and keep both the ads themselves and their budgets distinct from those of your other AdWords campaigns. Set it to run on the Display Network only, and limit your keyword bids to approximately half what you’re prepared to pay for your search ads. (This is just a starting point, as you should be tweaking those bids from time to time anyway).

Tailor your text

It is also worth changing the text in your ads from that used in the search ones, because Display Network ads are not subject to the same stringent click-through requirements as search engine ads, so you can afford to experiment more. Additionally, you’ll probably find that your ads need to be catchier to attract clicks. 

Streamline your keywords

Keyword choice becomes less critical in the Display Network as you really only need to indicate the general themes you’re interested in so that Google can work out what types of sites to display your ads on. Avoid using long lists of keywords as they can confuse the system. 

Be very careful about using negative keywords as they can have enormous impact in the Display Network and reduce your ad impressions massively. 

Track your results and target your investment

Track conversions from all your campaigns and run a placement report after a few weeks to see if any particular websites your ads appear on are performing well for you. If so, you might want to set up a separate campaign specifically targeting those websites to display your ads using Google’s placement targeting. Collect lots of data over a few months and you might even decide to use specific placements only rather than the whole Display Network. 

Using Google’s Display Network can be a little tricky at first, but with a little perseverance you can get more customers, and may even get them at a lower cost than those from the search engine. 

Got any questions or some experience to share? Please leave your comments below.