Peter is also a partner in www.flyingsolo.com.au, Australia’s online community for solo business owners. Over on Flying Solo you’ll find over 800 more articles from our team of experts. Articles are discussed throughout the week on topics such as starting out, networking, marketing, working smarter and technology.

If you are one of Australia’s million solo business owners or have dreams of going it alone, you’ll find inspiration, advice and a sense of connection through Flying Solo.

I recently moved to one of those touchy feely fruity phones. Hardly a significant event, until I discovered many thought I’d been sucked in and paid a premium just to carry around a logo. Had I fallen for the marketer and ignored the engineer?

According to people in the know, there are smart phones that deliver a better performance for much less. And I’m sure there are.

The thing is that I didn’t know about them, didn’t care about them, couldn’t tell the difference between them and wasn’t about to spend hours comparing specs and performance statistics.

I just wanted a pocket-sized gadget thingy that combined email, internet, phone, diary and music. And yes, like magpies, I’m attracted to shiny objects.

So what is my point? It’s that seemingly superficial things like branding, packaging, emotional connection, glossy design and sexy bits are absolutely integral to the quality and success of your product. There are millions of technically brilliant products that never capture a market’s imagination, let alone its wallet.

You may have done all the hard work: studied for years to gain your expertise, spent years building a product, or come up with a world-changing business idea. But if you fail to invest in the all-important polish, you can kiss goodbye to the value of all that other stuff. It’s like building a $400,000 Ferrari, but not bothering to do the $8,000 paint job.

The engineer builds the car, the marketer paints it.

In business, this paint job includes things such as logos, web design, writing, business cards, brochures, uniforms, email signatures, phone scripts, proposal documents, advertising, service consistency, follow up, punctuality, pricing, packaging and of course, personal presentation. All things outside the core offering.

Superficial it may be, but we all make purchase decisions, at least in part, based on such influencing factors and will pay a premium for a brand we know and trust.

Perception is reality. In other words people won’t necessarily choose what the engineer determines is the best product, they’ll choose what they think is the best value product, and they can thank the marketer for that.

Ultimately, the product or solution will have to deliver on the marketing promises to succeed, but until it’s been sold it doesn’t get that chance.

What do you think? Is your inner engineer allowing the marketer to add some shine, or have you got too much shine and not enough under the bonnet?
Read 12 comments or add your own at Flying Solo

I have a problem.
I seem to be including smiley face characters in more and more of my emails these days.
Most times, it’s quite upbeat.
Other times, it’s just a cheeky wink. :-)

All pretty harmless stuff really. Why do I do it? Well, mainly for the following reasons.

1. So the person reading my email knows that I’ve made a joke.
2. Because I’m keen to convey a light-hearted tone.
3. Because I find it an easy way to emotionally connect with the recipient.

The thing is, I’ve become a bit self-conscious about it lately. Here I am happily inserting smiley faces like they’re going out of fashion, but I stopped the other day and thought, “Do some people get annoyed by this practice?” It was a sobering thought and caused me to hesitate the next time I was about to unleash a smile.

So the questions rattling around in my head are these: As a businessperson dealing with other business people in grown-up land, should I be more careful about using the ol’ smiley face in emails? Or does the casual nature of email communication mean we can be a little more relaxed about the way we convey our message or feelings?

Before we go any further, let me clarify something. If I’m dealing with a new client or someone that I don’t know well, I won’t use a smiley face. My instincts tell me that it’s not a professional thing to do so early in a relationship. But if I know the person or they’ve become a regular client, I’m more likely to flash them a smile, particularly if they’ve flashed me first.

I think I’m giving this topic a lot of thought because I’m acutely aware of the fact that the mood or tone of an email can be misread so easily. What someone may consider flippant or humorous, may be entirely offensive or rude to someone else. It’s the danger of emails.

And as a Copywriter working from home, the bulk of my communication is via email, so I need to ensure that my emails hit the right mark in terms of tone and clarity.

I know one thing for sure…when someone uses a smiley face in an email to me, I instantly feel more relaxed and buoyant when dealing with that person. Whether it’s right or wrong, that tiny emotional connection can make a big difference in how the message is received.

So what do you think about smiley faces in business emails; a great way to convey mood, :-)
or a childish habit that has no place in the business world?

What drives someone to buy something? The simple answer is that they either want it or need it. But there’s more to it than that. Every purchasing decision has an underlying motivation that we, as business owners, marketers or copywriters, need to identify.

You see, whether you’re selling clothing, microwaves or insurance, there’s a common set of reasons why people will buy your product or service. Once you identify and understand these reasons, you’re well on the way to unlocking the secrets of effective selling.

For example, if you’re selling home security systems, what are you really selling? That’s right – peace of mind. And peace of mind is an emotion; something that compels people to buy. Therefore, the following line does a good job of conveying the benefits of a home alarm:

“Protect your home and family with 24/7 peace of mind.”

Quite simply, you need to provide a clear and relevant reason for buying. And your copy needs to connect with the right human emotion. In this case, fear and/or security.

So without further ado, here are 7 powerful reasons why people buy:

1. To save money

Pretty simple one, huh! Whether it’s a 2-for-1 deal or a great rate on a home loan, saving money is a high priority for most people. So if you’re offering a cheap home loan, what are you really selling? You’re selling a way to pay the mortgage more quickly…therefore a way to have more money to invest…therefore a way to achieve financial security…therefore a way to enjoy a better standard of living.

2. To make money

Just like most people want to save money, we all like to make money to live comfortably, buy the things we want and to have a secure future. So if your product or service provides a way for people to make money, you need to appeal to their emotions. Investing is a good one. Ask your market if they would like a secure future for their family. Or ask them if they’d like to do the things they’ve always dreamed of – travel, buy a sports car or a holiday home.

3. To save time

If your product or service saves time, this means that your customer will have more time to do the things they’d rather be doing. A dishwasher is a great example. Why spend half an hour doing the dishes when this dishwasher can do it for you. Then you’ll have more time each evening to play with the kids, relax on the couch or go for a walk.

4. Convenience

This is such a strong motivator. Why? Because we are increasingly time poor these days and anything that adds convenience to our lives has great appeal. It makes our life easy. It removes hassle. Therefore, a product or service that provides a hassle-free experience is sensational – like the convenience of using a tax agent to do your tax.

5. Fear/security

Fear is another great motivational tool. Consider the following fears: Will you have enough money when you retire? Is the car you’re driving safe enough for your family? How secure is your job in these tough economic times? If your product or service provides peace of mind for your customers, tap into this emotion and tell them how you’ll solve their problem.

6. Ego gratification

This motivator is an oldie but a goodie. Anything that stokes the ego is terrific. People love praise from others, attracting others or creating a desired lifestyle. So maybe your product or service makes people feel good about themselves. Maybe it improves their image. If so, emphasise these benefits and appeal to their ego.

7. Pleasure

And finally, perhaps your product or service just makes people feel damn good! You might be a massage therapist, own an amusement park or a movie theatre. What you’re selling is fun, a reason to smile or a good time with family and friends.

So there you have it – 7 powerful reasons why people buy. As a business owner, marketer or copywriter, it’s important to identify these motivators and tap into them wherever possible.

If you’re able to provide the link between your product or service and the emotional benefit the person will enjoy, you’ll be well on the way to making a sale, earning more money, buying the things you want, securing your financial future…you get the picture!

Elite sports people often have a routine they go through before a game to help them get ‘in the zone’ to perform at their best. This powerful concept can apply to business professionals too.

Also referred to as being ‘in the flow’, ‘in the groove’, or simply ‘completely absorbed’, the concept has been studied by psychologists for many years.

A state of flow is commonly described by musicians, actors, gamers, spiritual practitioners, programmers, presenters, writers, stock traders and all kinds of business professionals. Young children seem naturally gifted at ‘getting lost’ in a painting, dance or imaginary game.

While getting in the zone can be a complex and hit-and-miss affair, one big part of it is in the preparation. A lot of my job involves writing. And while it’s not something I consciously created, I realised I have a routine that I follow whenever I have a big writing task to focus on.

Here’s my working ritual:

1. Take my mobile and office phones to the other side of the house

2. Clear all the clutter off my desk and put it on the floor out of sight

3. Pour a large glass of water and make a fresh cup of tea

4. Put on a trusty cap

5. Put on a big set of headphones

6. Play the same ancient music mix that includes New Order and Pet Shop Boys (don’t ask!)

Even though none of these things are at all essential to the task at hand, for some reason once I’ve gone through that ritual I feel physically and mentally ready to work productively.

For other business owners it might be cues like starting a fresh notepad, wearing a favourite outfit, cleaning their tools, using a certain brand of equipment or mental visualisation. It’s different for everyone.

Do you have a routine you use to get yourself into the zone, or is all this flow talk just management mumbo jumbo? Let us know your thoughts.
Read 22 comments or add your own at Flying Solo.

I’ve recently become fascinated by the idea of ‘work life integration’. Ok, so I haven’t even mastered ‘work life balance’ yet, but that concept is so last decade!

To me ‘work life balance’ implies a tradeoff between good and evil, where work is the thing you have to endure to get to the good things in life.

In an article a couple of years ago I even suggested it was unrealistic to truly ‘love’ your job. In response, dozens of passionate commenters assured me that it was possible and they were doing it!

So then, perhaps it is also possible to forget the balancing act and fully blur the lines between work and life.

I used to frown upon the person who took their laptop on holiday to stay in touch with work. But now I think “Why not do a few productive hours in the morning before a lazy lunch? Why not clear the inbox while you’re waiting for the kids to wake up?”

If you enjoy what you do then surely when and where you do it is not relevant.

A while back I read about an English copywriter who goes on long working holidays to France. He wakes up each day and works from 5am to 12pm while his family heads out sightseeing for the morning. He then joins them for lunch and spends the afternoon and evening in holiday mode.

Yes, this may well be an extreme and rare case. But to the other extreme there is the more common routine of working 8am to 6pm waiting for the weekend and four weeks of annual leave. There must be a happy medium.

Am I living in an idealistic fairy land or is true work life integration possible or even desirable? Would it turn you into a workaholic or a sloth perhaps?

I’d love to hear how people have successfully, or unsuccessfully, integrated their business into their life. Perhaps you’re kicking back up the coast right now with your laptop.

Read 40 comments or add your own at Flying Solo

Well, exercise could be the answer! We all know the physical benefits of regular exercise. It’s good for our heart, lungs, muscles…pretty much our whole body. But did you know that exercise can also help maximise our productivity at work?

Generally speaking, we tend to feel great after a good dose of exercise. Our respiratory system is activated, our blood is pumping and our mind is alert. Almost every part of the body benefits from the activity and there’s a good chance that your mental state will improve. Therefore, it makes sense that after we’ve exercised, we’re in a better frame of mind to launch into some productive work.

A recent study by the University of Bristol in the UK, highlighted the link between exercise and improved employee performance and productivity. The study concluded that workers who engaged in regular exercise, were found to:

• Have increased levels of mental sharpness, including concentration
• Manage their workload more efficiently
• Deal with stress more effectively
• Enjoy higher levels of motivation
• Make better business decisions
• Have overall better health, which means fewer sick days

Pretty compelling evidence, huh!

Of course, exercise doesn’t necessarily have to occur before or during work hours. Engaging in exercise after a hard day also provides wonderful benefits. It can serve to release any tension that’s built up throughout the day, plus it can even help you sleep better that night.

If you lead a busy life, it can be hard to find time to exercise regularly. But it’s important to make time. Even if it’s 2 or 3 times a week, exercise can be scheduled in to your week just like a client meeting. Maybe first thing in the morning works for you. Perhaps lunch time is best. Or maybe the evening is your ideal window. Whatever works for you, make sure you schedule it in and stick to it.

There are so many simple activities to keep your mind and body in shape, such as walking, jogging, swimming, yoga, cycling, gym workout, or even stretching…it’s all great stuff!

So next time you’re feeling a little sluggish and having trouble concentrating on your work, why not pull on your sneakers and go for a 30 minute walk? Chances are, you’ll come back to your work feeling energised and refreshed.

When you run your own business, you’ll inevitably be presented with great-sounding opportunities by prospective partners. But beware, most of what glitters is not gold.

While it’s nice to have options, the fact is that only a small percentage of ideas will come to fruition. Successful business people have a sharp ability to rapidly get to the heart of an opportunity, assess the facts, make a decision either way and move on.

So how do you work out which ideas to pursue? Rather than long exploratory meetings over coffee, the trick is to start by finding out precisely what the prospective partner hopes to achieve and what they want from you. This can be done in a quick phone call.

While at first it may feel brash, it is important to ask direct qualifying questions upfront. For example: 

- What are your goals for the project? Why? 

- What is your role? How do you see my business helping? 

- What time and financial investment might be required? 

- What are the risks and potential returns? 

- When would you be ready to start?

The next step is to match these ambitions with those of your own business. 

- Is their opportunity in line with my business goals? 

- Should this really be a priority for me right now? 

- Do I have the time and budget? 

- Does it feel right? Am I motivated by the idea?

Usually, it is clear within 10 minutes whether an idea is right for you. If it is, then tee up a meeting. If not, you can get back to business.

I recently read about a bigwig at Motorola who demands that all staff presentations begin with the final recommendations. That way, he says, if he agrees with the proposed recommendations he doesn’t have to sit through the presentation! A nice way to cut to the chase.

How do you evaluate potential business opportunities? 

Read 15 comments or add your own at Flying Solo

Last month, I looked at 7 essential rules to writing effective web copy.

I’ll now share my remaining 6 rules to help your web copy shine.

Rule #8: Benefits not features.
Anyone can list a bunch of product or service features, but what really stimulates people into action is benefits. How does your product or service make their life better? How does it save them time or money? If people can make the connection between your product or service and how it’ll improve their life, they’re more likely to be persuaded. So tell them what they want to hear. Make them feel like they simply can’t go on living without you!

Rule #9: Bold text.
If you want to emphasise certain words or sentences in your web copy, why not put them in bold? They’ll stand out from the normal text and be easier for people to digest when they’re scanning your site. It also helps to reinforce key messages. Go on, be bold!

Rule #10: Break up your sentences and paragraphs.
No one wants to read long, boring blocks of copy, so vary your sentence length. Don’t be afraid to use full stops more often. Like this. See. It’s not so bad. And make sure you break up your paragraphs so that they contain no more than 2 or 3 sentences. It makes things easier to read.

Rule #11: Spelling and grammar.
Please, please, please check your spelling and grammar before uploading content to your website. And don’t just rely on spell check – it has a nasty habit of missing things like ‘there’ instead of ‘their’ or ‘your’ instead of ‘you’re’ or ‘pair-shaped’ instead of ‘pear-shaped’. The best idea is to print your web pages and read them out loud, or get a trusted friend to read them for you.

Rule #12: Friendly and approachable.
Put yourself in the reader’s shoes. Would you prefer to read friendly, upbeat copy or boring and unemotional copy? Of course, friendly wins every time! You want to connect with your audience and make them feel comfortable. So write how you would speak to a friend. Keep it casual and they’re more likely to have a smile on their face as they read about your business.

Rule #13: Address a basic need.
What problem does your product or service solve? Fear? Greed? Convenience? Does it save people time? Does it make a person or their loved ones feel safe? Does it make them feel smart? Whatever emotion you’re tapping into, use copy that links your product or service to their need. Show them how you can fix their problem or make them feel good and you’re way ahead of the game.

Now, because I like to exceed people’s expectations, here’s a BONUS rule because you’ve been so good and read the article…

Rule #14: Don’t make vague promises or statements.
Don’t dance around a fact. Be positive. If it’s true, say it. But if you feel like your statement or promise isn’t all that good, don’t try and sugar coat it. It’s probably best to leave it out. Always keep your web copy positive and strong and reassure them that they’re dealing with someone who knows what they’re talking about.

By following the above 7 rules, plus the 7 in my previous article, you’ll be well on the way to producing effective and compelling web copy.

And in today’s competitive marketplace, you simply can’t afford to have lacklustre copy on your website that’s driving potential customers away. Remember – one click and they’re gone!

Up until last year I thought giving clients a gift at Christmas – or at least a card – was a sure-fire winner. It turns out there is a very passionate divide on the subject amongst business owners.

In response to my newsletter last year called four unique corporate gift ideas, 75 commenters jumped in to have their say.

Karen from Melbourne was supportive of gifts. “We have given gift-wrapped poinsettias and boxes of cherries and both have been received appreciatively. But it really is the thought that counts, so give something.”

Peter from Byron Bay didn’t agree. “I don’t send gifts or cards. If my clients and business associates don’t already realise how much I appreciate them then I have a serious problem! Be careful the silly season doesn’t end up making you look stupid!”

Even the seemingly win-win charitable gift drew criticism from quite a few people, including Sarah from Brisbane.

“While I’m all for sponsoring children / saving the environment etc. I’m afraid I think it’s tacky when businesses do this and then shout about it via their seasonal messages. If you genuinely want to thank me for my business, send a personalised message or gift.”

So this year I’m just not sure anymore.

Arguments for Christmas gifts: 

• It’s a great way to show appreciation to those who have supported your business. 
• It’s a good excuse to stay top of mind with your prospects for the year ahead. 
• It’s a relatively low cost way to make a big impression – everyone loves a freebie! 
• Why not give a charitable goat and everyone wins?

Arguments against Christmas gifts: 

• There’s enough stuff in the world already. 
• It’s a waste of time, money and bad for the environment. 
• In the flurry of holidays no-one remembers who gave them which bottle of champagne. 
• Religious celebrations are a personal thing, not a marketing opportunity.

So what’s the bottom line?

From a business point of view, I still believe a thoughtful and creative gift and/or hand-written card at the end of the year is worth the effort. For me the key is to make it personal.

Where do you stand on giving gifts and/or cards to clients? Give it to me straight.

Read 47 comments or add your own at Flying Solo