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I hope you find my writing and business tips and observations useful. My business and blog are dedicated to helping businesses communicate clearly and reach their potential. Read, subscribe to my newsletter, enjoy!Tash

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Capitalising job titles

A few months ago someone asked me (as a comment in a blog post) about capitalising the words in a job title.

My response, in summary, was that job titles don’t need to be capitalised although it is not technically wrong to do so. The exceptions being a title as part of a name (e.g. Doctor Jones) and someone in a key national role (e.g. Prime Minister, Treasurer).

I also noted that some companies list capital letters for extra words as part of their corporate style guide. Thus, we get companies writing about their Managing Director, Marketing Manager and Company when managing director, marketing manager and company would be perfectly acceptable and easier to read.

While I respect that each company can set their own brand, what annoys me is the inconsistency of such capitalisation. That is, most (maybe all!) of those companies would quite happily write about Jack the receptionist, Simone the cleaner and Justine the forklift driver while referring to Craig the Chairman and Mary the Operations Manager.

It annoys me because it is inconsistent (and therefore distracting and harder to read) but also because I find it disrespectful. Using capital letters is usually done as a sign of respect to the person in the job – does a receptionist, cleaner or forklift driver not deserve respect as well? And for anyone who says a Marketing Manager is more important than a receptionist, I ask if you could manage a busy switchboard or how you view companies you call where the receptionist doesn’t do a good job.

So, while I prefer to not use capitals for titles, if you do capitalise titles please be sure to capitalise them all.

Making an offer

A few days ago I wrote about a beautician sign offering 50% off clients, focussing on the poorly communicated message.

I have another issue with that sign, and their special offer for new clients.

Offering new clients a major discount (50% is big) may well bring in more customers and keep them busy, which is obviously a good thing for  business. However, there are some other parts to this offer:

  • how many of those clients will come back to pay twice as much for the same service? Does the business make enough profit from one half price service to warrant the discount if they never return?
  • are they cheapening their services with this offer? are they giving a message that their services are so over priced they can afford to take off 50%?
  • are they concentrating on new clients at the expense of existing, repeat customers?

There are other ways they could attract new clients through specials, such as:

  • new clients get a discount voucher for their second visit – even if it is the original 50% discount, at least they have paid full price once and you are teaching them to come back
  • customer rewards where they get a free {specific service} every five visits
  • new clients get a free {extra service} when booking over $x in services
  • new clients get a goodie bag on their first visit – include discount vouchers, relevant product samples, vouchers from complementary businesses, a chocolate, a branded pen/magnet/etc, and so on

What’s imortant to remember with special offers is that you continue to make a profit and that the offer won’t hurt you more than it helps.

Ask before sharing emails

We all hate spam. Most of us get too many emails to deal with them all properly. We don’t have time to read every enewsletter, not even time to read all the good ones, so we can’t subscribe to them all and stay sane!

So why then do some business people think it’s ok to subscribe to you their lists without your permission?

Just because I am your friend or I have done some work for you does not mean I want to read your newsletter – rather, I may want to but I probably don’t have the time to read something I haven’t carefully selected.

A number of people have added me to their lists because they know me, or because I wrote for them or because I gave them a quote to write for them! None of these behaviours is acceptable to me – sure send me a copy and invite me to subscribe, but don’t just subscribe me.

A couple of specific recent examples that will hopefully help you avoid annoying potential (or actual) clients…

  • I attempted to watch an online seminar. I gave my email address purely for access to the seminar (there was no disclaimer I was signing to a newsletter) and she started sending me 3 or 4 emails a week. What’s worse is the seminar never worked so I have no reason to read even one of those emails
  • I responded to a newsletter which mentioned a particular offer; I asked for a few details so I could decide if I was interested. Next thing, I am getting emails from two totally unrelated people. What’s worse, both those people are including me in a cc field with a whole group of people! So not only am I getting unwanted emails from people I never gave my email to in the first place, they are sharing my email with other people! Not the way to impress me into using their services I assure you
  • someone who contacted me two years ago, and who has not maintained a relationship with me, recently added a new arm to her business and has subscribed me to that new arm’s newsletter. I have never contacted her or shown an interest in her services, so why can she assume I want her newsletter?
  • So to avoid annoying people and therefore potentially loosing clients and getting bad word of mouth, remember:

    • don’t subscribe people to your newsletter. EVER. Send a single copy and invite them, but do not subscribe them without their knowledge & permission
    • if sending a group email, use the bcc field not the cc field unless it a discussion and all parties are aware of each other. Especially as emails can be forwarded so who knows where my email address would end up…
    • don’t give someone else’s email address to others for their newsletter. It’s one thing to give it as a referral (e.g. “Email Tash on … as she’s a great writer”) but otherwise you should protect the emails you have been entrusted with. If in doubt, ask if it’s ok to pass on someone’s details

    Clear and repeated communications

    Again, I am continuing on with a discussion of the Edelman Trust Barometer from February this year. (You can read the business trust and blog trust posts for background.)

    Their media release states “Swift and accountable communications: Respondents said they need to hear information 3-5 times before they believe it. Companies should inform conversations among the new influencers on blogs, in forums, and bulletin boards. Australians under 34 are twice as likely to share both positive and negative information about a company online as their older counterparts – this trend will only grow. ”

    The repetition of a clear message is important in getting people to trust you (your business) and accept that message. For example, any good presenter/teacher will summarise key points at the end of a topic as that helps others absorb that information.

    When planning some marketing, remembering that people like to hear a message 3 – 5 times (and many have long said 7 times) before buying it means:

    • you may not get great results from your first attempt at marketing
    • consider how you can present your message in multiple ways rather than spending your budget on one ad
    • use images and layout to enhance your message – a stronger message may need less repetition than a hidden or weak message
    • every interaction you have with people in your demographic (and beyond) can reinforce or damage that message so make sure all ads, blogs, your website, your business card and so on are consistent, professional and appropriate for the purpose

    Prompt communication is important in this information age – discussing an event well afterwards must be managed carefully so it doesn’t appear you are out of date. For instance, I could write that people affected by the February 7 bushfires are rebuilding and still need support all year but just writing ‘donate to the bushfires’ now looks very old.

    Blogs, emails and social media are obviously key ways to making communications immediate and relevant – which is why I find it hard to believe they aren’t trusted forms of communication.

    Blogs and trust

    A few days I wrote about the Edelman Trust Barometer and the reduced trust in Australian business.

    One statement made by Edelman that I didn’t mention was “Digital communication such as blogs and social networking sites are not trusted sources of information. ” I left it for a separate post as I think it is worth more discussion.

    I think that statement is simplistic, especially as it is not backed up with statsitics or specifics. For instance, are no blogs trusted or just those run by big companies? Does the style of blog or age of the respondent make any difference to their answer?

    Instead of writing an essay on this topic, here are just a few of my thoughts, but I’d love to hear your thoughts, too:

    •  reading a blog gives you insights into the person behind the business, making it more personal and therefore more trustworthy
    • blogs doing things like overusing keywords, be ads trather than information, ignoring comments (especially negative comments) and not providing meaningful links are not going to build trust – but many others avoid these behaviours
    • blogs and social media are very different – and the perception is probably bigger for those who don’t use tweeter, FaceBook, and so on
    • regular blog posts show a commitment to the business and clients – much more than a website or promotional materials that are only updated once a year or less
    • blogs are a quick, easy way to communicate information quickly. I have a client whose customers requested more updates on the business and industry, and their web stats show the blog is attracting a lot more traffic. I believe it is building their trust as they know about changes well in advance of an annual report or quarterly newsletter

    Do you trust blogs in general? Do they help you trust the busienss providing the blog ?

    Building trust

    One of the reasons I give for writing promotional articles and blog posts is build trust in the community and your (potential) clients. By sharing relevant information, people can trust your expertise and learn about your personality and integrity.

    In the current global situation, building trust may be even more important.

    The Edelman Trust Barometer for Australia is a survey of consumers and how they feel about various institutions. In February this year, they noted a huge 74% decline in trust for business – only 34% of respondents trust a business to do what is right in a specific situation.

    What is critical to learn from this survey is the following:

    • 87% of Australians will  not buy from a company they don’t trust
    • 64% of Australians will pay extra to use a company they do trust
    • Australians prefer Australian-owned companies to foreign owned companies as a general rule (obviously that changes in specific situations if the Australian company isn’t trusted)
    • corporate advertising is trusted by only 6% of Australians – and corporate websites by only 13%

    Some other interesting notes:

    • people between 25 and 34 years are twice as likely to share experiences of a company than older respondents
    • treating employees well is important – even more important than an environmental commitment – in building trust

    As for the survey, it was based on “4,475 upper-income, highly-educated people in 20 countries, including 1,375 in Asia-Pacific countries.”

    End of financial year

    It’s getting very close to 30 June, but there’s still time to prepare your finances for it. Some things I have been thinking about (and doing in some instances) are

    • to get a tax deduction as a self -employed person, you need to make a personal contribution and submit a Deduction for personal super contributions form to your Fund
    • the super co-contribution only applies if you make a personal contribution by 30 June (and meet certain criteria like income levels)
    • the small business 50% tax break has been legislated, but it doesn’t run out til Dec 2009 so purchases don’t have to be made this week
    • individual tax rates are reducing from 1 July so increasing your deductions this year may decrease your tax more than making the same deductions next year
    • sending out invoices now rather than after 1 July may affect your income levels (depending on how your accounts are set up) and may help your customers with their tax preparation and budgeting
    • organising your invoices and receipts now could mean getting your tax return done sooner, which is great if you’re getting a refund!

    How much do you do to prepare for the end/start of financial years? Is this when you do budgets and analysis or do you base that on the calendar year instead?

    New services…

    After a lot of thinking, planning and learning, I am pleased to say I will be introducing a new service in the new financial year. It is exciting to start something new, although I have been doing it quietly already, and I’m starting promotions this weekend at the Business Mums Conference.

    The question now is – do I build anticipation and wait for 1 July to announce my new service, or do I tell you now? Which would you prefer?

    My thoughts on such decisions:

    • building anticipation is a great way to develop curiosity and (for a blog) an effective way to encourage repeat visitors
    • there is no point in annoying people with part of a story so any ‘coming soon’ message needs to be intriguing and not mislead
    • what does a launch date signify? Is there a strong reason to delay something new? If there are legal or IP or technical reasons to not give details in advance, be very careful of how you present any teasers
    • don’t build up to a launch you aren’t sure of – it destroys your credibility and any excitement if your wesbite says “our new product will be in store on 10 June” and it’s now July.
    • building up to a launch can start the process of search engine optimisation  and getting some traffic and ranking for your webpages. This may be limited if you can’t use keywords in advance but it at least gives you a URL to use in preparing marketing and advertising

    Launching a new product or service also raises questions such as using the same brand and business name or not, pricing the new item, packaging the new with the old, and where to focus future marketing.

    As for my new service, I am not launching it until July because my website can’t be ready before then (preparing a conference presentation and client deadlines took priority.) And you’ll just have to wait a little longer to find out more…

    Making your business independant

    Following on from my posts about identifying and protecting the essential elements of your business, another way to prepare for the unexpected is to reduce how much your business relies on you.

    Here are some ways to reduce that reliance:

    • train someone else to do some of the tasks, even if they don’t do it every time some knowledge will help if the key person can’t do it
    • have some written procedures so someone else can ge the job done – it may be slower but it would be done. This also helps if you want to sell the business or hire a new person for the task.
    • have critical knowledge stored somewhere other than in your head – have a document with passwords & contact details where it can be accessed by limited people. For some of my clients, I prepare a document register so they can track versions – I usually add comments about who designed thdocument so the client can quickly arrange a change if I wasn’t available. It also saves me remembering the information myself so it’s a good plan anyway
    • identify back up people for critical tasks/roles
    • ensure any staff understand the entire business and functions of other staff, and preferably be able to do a couple of other people’s tasks if necessary
    • have a shared calendar for your team – if someone is then sick for example, any appointments and deadlines can be managed
    • be flexible as much as possible – a team member who can’t come to the office for a few weeks may still be able to do some tasks at home or online, or work part time or unusual hours
    • build relationships with professionals who can replace key skills – for example, I have relationships with other writters so in an emeregency my clients’ work could still be written even if I was unable to write myself

    As part of your contingency preparations, there are a few related tings yo can do:

    • test how reliant your business is on specific people – find out how long the businesscan manage without someone, how skilled others are at filling in for the key person, how many people can be missing from your team before it is critical, and so on
    • plan some altered work practicesfor certain levels of staffing – for example, if a key person is sick for one or two days, everything continues but if they’re away for a week reduce client hours or produced items by 10% and if they’re away for a month, reduce by 50%. This would be particularly relevant during a prolonged event such as a pandemic or natural disaster if you have a team
    • establish policies about how much leave staff are entitled to and how they are paid for such leave, including any leave without pay or make up hour arrangements
    • have as much information and work available on a computer as possible so that remote access is an option and back ups are also easier

    How reliant is your business?

    As a sole trader, especially in the early part of a business and in a service based business, it is common for the owner to be critical to business operations. Without the owner, the business stagnates or slides backwards.

    There are a number of consequences to this reliance, and all of them can impact on the long term success of the business.

    1. the owner gets stressed and exhausted as they can’t afford to take a holiday or even a long weekend, and are likely to work when sick and/or recovering

    2. something unexpected happens to the owner (e.g. a car accident, appendicitis, a premature birth, a critically ill loved one) and no one else is able to run the business so the business fails before the owner gets back

    3. things are done by habit – there is no opportunity for new ideas or better methods, old errors get repeated, the owner can get bored and the business doesn’t grow as much as it could

    In larger businesses, the same reliance can occur if people have very strictly defined roles. For instance, if only one person can access the bank account what happens to outstanding invoices while that person is seriously ill for two months? Or if that person was the only one who could update prices on your website, or operate the cash register, or prepare quotes

    So how reliant is your business on one or two key people? What critical tasks need to carry on in the absence of that person(s)?