Perhaps you stepped on the scale and saw a number that made you want to cry. Maybe your bank account can’t support a food habit, your three best clients quit you, your significant other left you, or some other heart-rending, life-changing event has occurred. Or, maybe NOTHING has happened and that is the problem.

Whatever is making you feel like a crumpled paper towel left at the bottom of the trash can, it’s not a fun way to feel, and once you find yourself in a downward spiral it can be extremely difficult to make necessary changes and get yourself rotating in the right direction. Even thinking about that word, “changes,” can increase the speed of your descent. It’s just so overwhelming.

I’ve found myself in that unhappy spiral, rapidly spinning toward some unseen, terrifying “bottom” more than once. In fact, since I have a pretty active and detail-oriented imagination, it happens almost weekly. I imagine

tripping, stubbing my toe, developing gangrene, having my leg amputated, not being able to exercise, gaining a hundred pounds, developing diabetes and heart disease, not having health insurance, declaring bankruptcy, losing my house and car, and living on the streets until I die in a ditch of a heart attack. Or something like that.

When these scenarios start playing in my mind, they multiply like cobwebs on the ceiling, getting thicker and nastier by the minute. Obviously, since I continue to get out of bed and go on living most days, I’ve figured out how to stop the madness and carry on. Okay, it would be more accurate to say I’ve figured out how to muffle the madness. It never really stops. I won’t lie to you and say that it does.

The first step is to take a shower and put on real clothes. It’s certainly acceptable, maybe even advisable, to spend a day here and there, now and then, just wearing your jammies and laying around. When you grumble because you are being forced to put on pants more than once a week or so, you should probably start forcing yourself to get dressed daily for a while. And if someone mentions that they are a little worried about you because you seem to have stopped brushing your hair, it might be a good idea to take a look in a mirror.

Once you are clean, and dressed, the rest is easy. Just do one tiny thing to improve your situation. When my house is a mess, I sweep the floor. It’s amazing how much difference a swept floor makes. When I feel like my business is failing, I write one blog post, send one email, or make one phone call. Just do one little thing.

Doing one small thing might not fix whatever your problem is, and you might feel like all you are doing is throwing a teaspoon of water on a raging fire, but then again, doing that one thing could make you feel better. When you get right down to it, that’s what you need as you imagine yourself tumbling toward failure – you need to feel better.

Once you feel a tiny bit better, you can go on to choosing a second tiny thing to do, but when you feel crushed by the weight of all those tasks waiting for you, don’t think about them. Just choose one and take care of it. If you can’t do anything else, that’s okay, you can choose another small thing for later, or even for tomorrow. But eventually, you are going to want to do a second small thing, and then – surprise! – you are spinning in the right direction again.

 

 

Read More

It’s an election year. And an apocalypse year. I’m beginning to think the two may be related. Perhaps our collective anger will cause the world as we know it to implode or something.

Each day, I check into Facebook a few times, eager to see what my friends are doing, look at photos of people having fun, check out links to interesting articles, see who is playing Words with Friends, and all the other happy stuff that Facebook puts in front of me so that I don’t have to deal with the tension of working for 15 minutes.

What I see instead are acrimonious debates about abortion, Trayvon Martin, the Affordable Health Care Act, women’s rights, religion, corrupt local governments, and on and on. Don’t get me wrong: I think healthy debate is a good thing. But what I’m seeing far too often cannot be described in any way as healthy. There is name calling, shouting of accusations, emotional ranting…it’s worse than when I taught middle school. At least there, the arguments were over things like who should get a cookie. When a discussion about the politicization of the Supreme Court, or the death of a teenager, or homelessness, is reduced to nothing more than pointless shouting, the situation is a bit more disturbing.

It doesn’t matter what “side” you are on. It doesn’t matter if your position is the one you think God would take. No matter what the other person is entitled to disagree with you. Yeah, that’s important enough to warrant being both italicized and bolded.

One of the things I have discovered via Facebook is that a great many of my acquaintances hold opinions quite opposite from my own about all kinds of things.

Important things. Things like whether or not homosexuality is acceptable, whether or not health care should be available, whether or not corporations should have the same rights as individuals. Unless someone insults me because of my opinions, I don’t mind.

This does not mean that I won’t “unsubscribe” from their Facebook stream. Just because they are allowed to have a different opinion doesn’t mean I have to listen to them talk about it. If you don’t like what’s playing, change the channel. I have “unsubscribed” from all sorts of people because it felt like they were shouting all the time. Even if I agree with you, shouting becomes tiresome after a little while.

The fact that we live in a society of people who hold diverse opinions should be a good thing. It gives us all a chance to be exposed to different points of view, and most of the time there is something to be learned from examining a way of thinking that is unfamiliar to you. It may help you see why people think the way they do, or help cement your own opinions.

You may be wondering how any of this has to do with writing or marketing or operating a small business. When you meet with a new client, or you attend a networking event, or you hire someone, you probably don’t know their political, religious, or social views. You probably studiously avoid talking about those things, particularly if you are trying to build a relationship or make a sale. In my experience, if you do end up building a relationship and things go well, people tend to get comfortable.

More than once, at this juncture in a business relationship, I have found myself being insulted. It is natural to assume that someone you connect with and genuinely like will hold the same opinions as you. After all, only an idiot would believe that fill-in-the-blank-here-with-anything-you-find-really-disagreeable, right? And this person is clearly not an idiot. I’ve made this mistake before, much to my own discomfort, and so have some of my associates – again, much to my discomfort.

After it becomes painfully clear that you do NOT share political or religious or social views, how do you handle the situation?

You could decide to not discuss said issue, and carry on working together. (This only works if both people decide to avoid it.)

Since the other person is clearly misguided, you could point out all the reasons they are wrong to think whatever they think. (I hope you don’t do this!)

Unfortunately, lots of people decide to tell the other person how stupid it is to think something different than you think. (If you do this to me, expect to never hear from me again.)

You could pretend to agree with everything your customer/client/colleague thinks. (Sleazy? Probably.)

There are all sorts of ways to handle it. Since I’m a non-confrontational sort of person, I try to avoid topics that could cause friction. On several occasions I’ve flatly refused to answer questions or reveal my opinions. Part of me feels cowardly in doing this, yet I don’t think that a business relationship is the right place to champion my causes. And it works, most of the time. I’ve had great working relationships with plenty of people who think differently than I do about all sorts of issues, but I have also left jobs where I felt out of place because of my opinions.

To me, the key is respect. Even if I think you are crazy to believe what you do, I respect the fact that you do believe it, and the fact that you are entitled to believe it. I may not like it, and if you shout it out often enough, I will slowly, quietly withdraw from our relationship. Unless we are personal friends, I will not try to convince you of your wrong-headedness.

Have you discovered that a client or colleague has radically different views than you do? Do you think that running a business makes difference when it comes to sharing opinions on political, religious, or social issues? If you found out your accountant of the last 15 years was a member of an organization you find deplorable, would you look for a new accountant? What if your chiropractor vehemently supports a political cause that you vigorously oppose? 

I realize that “professionalism” should come into play somewhere here. But if we are being honest, we must admit that these things do matter, even if we don’t want them to, and even if we use the mantle of professionalism to hide the fact that they do.

 

 

 

 

 

 

 

Read More

Let me first get a couple of things out of the way:

1. This post is for people who own very small businesses. It is not about brands, corporations, or conglomerates.

2. If you have a Facebook profile (where you must send and accept friend requests) with a name like “Sister Sue’s Cafe” you are doing it wrong and you need to hire someone to help you build a Page for your business ASAP. Call me. I’ll refer you to someone good.

3. This is my opinion and reflects my experience. I have done no studies, have no scientific or statistical evidence to back anything I say, and am offering advice from my own perspective.

Whew. Now that’s all out there, we can get on with things. I have a page for Smiling Tree Writing on Facebook. I mostly publish links to posts from this

blog there, but sometimes offer writing tips or let loose with rants about poor grammar. I also have a personal Facebook profile, which is for family,  friends, spying on my kids, keeping up with people I barely remember from school, and even for playing Words with Friends now and then.

For a while, I worried every time someone I know through my work as a writer sent me a friend request on Facebook. I don’t have lists set up, so pretty much everything I post is visible to all of my connections. Sometimes, in status updates, I curse. Sometimes I post links to political articles. Sometimes I make jokes that only certain people get. I even torture my Facebook friends with poetry once in awhile. How would a prospective client feel about that stuff?

So, I tried to direct people to my business page rather than my personal profile. But it really didn’t work. Past clients sent me referrals – to my personal page. People I met at networking events sent me friend requests. Past colleagues did, too.

Finally, I came to a decision: Accept their requests, and let them see the “real” dava – honest opinions, bad photos, silly poems and all. I still suggest that people “like” my professional page, but I don’t turn them away from my personal profile.

I’m not great at “sales” in the sort of stereotypical sense of the word. I am good at building relationships, though, and that ability helps me find and keep clients. As it turns out, one of the most important parts of building relationships is allowing people to get to know you. Allowing clients, prospects, and others from my professional life see a bit of my personal life through Facebook is a pretty simple way to let them know me.

This probably goes against every bit of expert advice you have ever read or heard. You’re probably remembering how many times people you respect have exhorted you to use the privacy settings on Facebook, to use business pages for business and to keep personal stuff personal. There are a few reasons ignoring all of that has worked for me:

1. I own my own business. I do not have a boss who will read something on my Facebook profile and be offended. I cannot injure the reputation of any company except my own.

2. Similarly, I get to decide with whom I do business. If a client says ugly things about one of my poems, I can fire them. I probably wouldn’t, but the knowledge that I could makes me feel better about the situation.

3. Part of the reason I love what I do is that I get to be me – fully and totally dava. I spent years trying to suppress parts of my personality, or trying to be more like others in order to fit into various work cultures, and it never worked for me.

4. While I post relatively frequently on Facebook, I do think about each post. I have never (and hopefully will never) posted a personal tirade in the heat of the moment. I may have taken part in a few online debates, but you can be sure I considered every word carefully. While I am open about my opinions and thoughts and to some extent, my emotions, on Facebook, I am also a little cautious.

It works for me. I am Facebook friends with at least 5 or 6 clients. If any of them are offended by my opinions or they don’t like what they have learned about my personal life, it hasn’t stopped any of them from continuing to send me work.

Do you mix personal and professional on Facebook? Do you have barriers in place so that your professional contacts only see some things you post? Do you  have any Facebook/work horror stories?

 

 

 

 

 

Read More

A few months ago, I wrote a post offering a few suggestions for your newsletter template. Even if you are sure your template is awesome, you might have dismal open rates. People have different ideas about what a “good” open rate is. I had a client at one point who was perfectly satisfied with an open rate that was consistently around 15%. The average for my clients is around 30%. I’ve talked to business owners who have open rates above 90%.

Most people worry  more about how many addresses make up their lists than about how many people actually read their newsletters. It is better to have a list of 20 people with an 80% open rate than a list of 1000 people with a 10% open rate. You are far more likely to find that email marketing works for you if you begin with a smaller list of people who really want to hear from you, than you are if you

begin with a list of hundreds who might have heard of you.

If you do it right, your list will grow. People will open, read, and, most importantly, respond to your newsletter. It’s the getting-it-right part that is hard. A few tips to help you keep your carefully-crafted newsletter out of the trash:

 

You use it like a sales circular. I subscribe to a newsletter from a local pet supply store. Every single week, they send out an email to advertise A BIG WEEKEND SALE!!! Things like 10% off all gerbil food do not excite me. After two or three weeks, I stopped opening it.

It’s okay to use your newsletter to let people know if you are offering a special or a discount, but don’t make that the only thing your newsletter does. It’s boring – especially when your “sales” are only going to appeal to a tiny segment of your subscriber list. Make sure that any offer you make will have broad appeal, and that there are, at least sometimes, other reasons to open your newsletters.

 

It’s all about YOU. One of the biggest reasons to use email marketing is that it builds your relationships with your customers. It gives them a small window into your company’s culture, or even a chance to know more about you personally. People are easily bored, though. Relationships require balance. When every issue is about you, but you never address your readers’ needs, values, or priorities, they are going to quit opening.

The key to avoiding this mistake is to make sure you are writing with your ideal customer in mind. Write as if you are having a conversation with that person. There’s nothing wrong with letting your customers get to know you – just make sure you are  keeping them in mind.

 

It’s the same thing, again and again. There have been so many times I’ve subscribed to newsletters and been delighted with the first 4 or 5 issues that hit my inbox. Then, after a couple of months, less delighted. Then, bored. If every issue is an interesting personal anecdote, followed by a customer testimonial, with a great coupon only for newsletter subscribers at the bottom, people are going to get bored.

When you find a combination that works, it’s tempting to stick with it. What you need, though, are four or five or six combinations that work. Keep surprising your subscribers and you will keep them interested. Send a link to a news article related to what you do, then a personal story, then a product offering, then a link to a video about your company. Try keeping a log of ideas, so that you always have something to turn to when it’s time to write the next issue, and so that you have a place to keep up with “extra” content for the future.

 

You need a proofreader. Everyone makes mistakes. I’ve re-read this post approximately 50 times and found a mistake every time. Feel free to point out those I miss in the comments – because I’m sure I will miss some. However, when your newsletter is so riddled with misspellings and poor grammar that it makes my head hurt and my pulse race, I’m going to stop torturing myself by reading it.

There are people, ahem, who will proofread your stuff for a small fee. If you lack confidence in your writing skills, paying someone to proofread or edit your newsletter is well worth the money. No matter how laid-back your customers are, you can bet there is at least one grammar nut on your subscriber list. You can sell her stuff, too, if she is not so annoyed with you she fails to see what you are selling.

 

You are overwhelming. Smarter people than I have done studies that show you can send email to your list daily and not suffer a significant drop in subscribers. If you send me stuff daily, or even every-other-daily, I’m going to unsubscribe. First I’m going to delete everything you send me without ever looking at it for a couple of weeks, then I’m going to unsubscribe.

There are a few types of newsletters that can get by with daily sends, but not many. You have to gauge the tolerance of your subscribers for yourself. Sometimes weekly works perfectly, sometimes bi-weekly, and for some businesses, sending randomly works best. You can do some testing, and you can even ask your subscribers their preference.

 

There’s nothing personal. I love Mini Coopers. I used to own one and hope to own another some day. When I learned that Mini had a newsletter, I was excited, but the excitement faded within a couple of issues. There was just nothing in them that I could relate to. Once, there was a link to a blog written by someone who was testing an electric mini, and that was interesting, but that was the only thing that got my attention in ONE YEAR of receiving the newsletter.

The scope was just too big. Mini has an international audience, and their newsletter attempts to appeal to lots of different kinds of people. It rarely has anything in it about the cars, or about the people who drive them. It is clearly written by a large marketing department for a large audience. Mini would be better served by email marketing by making their newsletters more relatable. If you are running a small business, embrace the fact that email marketing is personal.

 

There are plenty of other reasons newsletters fail. Do you have an email pet peeve? What is one of the worst mistakes you have encountered in your inbox?

Read More

I am not a huge fan of making resolutions on January 1, but I am a huge fan of resolving, so I usually end up setting some sort of yearly goal. This year, I didn’t really set a SMART goal. Instead I just sort of vaguely thought, “I  need to do better at everything,” with everything including running more often, marketing more efficiently, visiting with friends regularly, and probably most importantly, cleaning at least now and then.

A surprising thing has happened. Despite the lack of a defined goal, I have been superduper busy. The kind of busy where you occasionally forget to eat. The first week of the year, several past clients got in touch with new orders, and a few referrals metaphorically knocked on my door. My invoices for the month of January were double my best month of 2011.

When I realized that January was the best month ever for Smiling Tree Writing, I was shocked.  The last quarter of 2011

was terrible. Both my father-in-law and my grandfather were diagnosed with terminal illnesses, suffered rapid declines in health and passed away during that time. From August until December, my life was about family, terminal illness and grief. In many ways, just living felt like a slow, tortuous climb.

Luckily, my three longest-term clients were understanding and I was able to continue working with them, but pretty much everything else business-related was put on hold. As a client once told me, “Personal turmoil is never good for your business.”  I didn’t do any in-person networking, participated only in the most minimal way in social networking, sent no query emails or letters, certainly made no cold calls, and fully expected to more or less start from scratch in January.

You can imagine my surprise when my accountant handed me the numbers for 2011 and I found that my income from writing had almost tripled it was in 2010. You may be imagining now that I am getting close to that fabled “six figure income from writing at home!” That is so far from the truth it’s embarrassing -BUT! Holy moly! My business was growing, even with all the difficulties of 2011. Who knew? I certainly didn’t.

Things are settling down, and I am once more marketing and networking and query-ing. Oh, and posting on this blog, which has been sadly neglected for a month. A few others have reported being similarly busy in January. What about you? Have you experienced a noticeable increase in your workload so far in 2012? 

 

Read More