Wild Streak

As a new business owner, it can take a while to get used to other soloists offering their unfailing confidence that you’ll achieve everything you set your mind to.

This is especially relevant if you’re a refugee from a corporate environment built around rules and restrictions, or if your parents’ way of protecting you was to tell you what you couldn’t do, rather than what you could.

In comparison, it can feel pretty empowering-but-confronting to have a new group of business friends say “You can do anything you decide to”. (If you’re in start-up mode and yet to experience this, try heading over to the Flying Solo forums and introducing yourself and your new business – the level of support you’ll receive from complete strangers will both astound and uplift you).

These nice, supportive people exist by the truckload. You just have to make a choice to go out and find them instead of hanging out with the other kind.

To grow your business and your confidence, it really does help to seek out people and businesses that encourage and support you. You don’t want negative people influencing your mindset, and you don’t want people who see the flaws in all your ideas and dreams. You certainly don’t want whingers taking the shine off all the shiny stuff.

Here are some ideas to get you started on tuning out negativity and tuning in to the support that’s out there for you:

• Turn off the news and current affairs shows. You don’t need that lowest common denominator rubbish in your world!
• When people offer you compliments, money, help or anything else, say ‘Thank you’, and accept it gracefully. Know that you deserve it. (Remember how good it felt last time you gave something to someone in need? You get the chance to let someone else feel that good. Don’t spoil it. And if you’re tempted, think back to how bad it felt last time someone rejected a gift you offered them).
• Offering support to others can be just as uplifting as receiving it yourself, and smiling, laughing and being playful can transform almost any situation. Try it - the rewards are fantastic! On a recent holiday to Japan my wife and I decided to give what we called “Emergency Koalas” to people who helped us as we travelled. One day our waitress was a miserable, unhelpful teenage girl – but we gave her an  Emergency Koala anyway. That 90-cent clip-on koala brought her a much-needed smile, and her response became one of the highlights of our holiday. That young lady taught me that sometimes it’s worth breaking the rules, and it’s a lesson I’ll never forget.

Support is challenging because it’s not about keeping you where you are, it’s about lifting you up and taking you to the next level.  

Has that been your experience, too?

If you’re running a subscription service, do you send out credit card expiry email reminders? If not, maybe you should. I used to work with a subscription based service and one of the thorns in our side were customers who forgot to update their credit card details after their current card had expired. Considering the service [...]

A no.1 ranking on a popular keyword or phrase in search engine results not only brings a ton of traffic, but instant credibility it seems. A Northwestern University study found participants trust Google so much, many just click on top ranked sites. While Google doesn’t rank on credibility per se, the study found that a site’s layout [...]

Have you got a ‘To do’ list? Or maybe a few of them? One for work, one for home, one for projects, that pile of mail, all those emails?

As micro business owners we can easily get very bogged down in stuff that sucks our attention and time, leaving us little energy or opportunity to ever do anything meaningful.

Ever wonder if your priorities are out of order? There are only three things you need to consider if you want to pull them back into line.

Priority 1: Things that make you feel very, very good

You knew this was coming, right? I’m sure I don’t need to berate you with all the reasons that YOU are priority numero uno?

Reasons like:

• You can't drink from an empty well.
• You can't inspire others if you're drowning.
• Nothing matters if you're not there to enjoy it.
• People actually want you around in decent shape.

They may be clichés, but you get the idea. No martyrs please; they only end up dead.

Things that make you feel very, very good can include things like exercise, massage, yoga, meditation, listening to the Red Hot Chili Peppers, hanging out with your partner, chatting with your chickens, gardening… whatever blows your dress up!

As long as YOU love it and it's something you want to do (not something you feel you should do) it deserves to be a priority.

Priority 2: Eliminate irritants

Irritants (sometimes referred to in coach-speak as 'tolerations’) are things that drain your energy. Examples include the dust an inch thick on your bathroom fixtures, the extra bit of bubble wrap padding your behind, or the dead-end job that is sucking the very life essence out of you (or was, before you wised up and decide it was time to fly solo).

Handling one or two of these tolerations every day can free up some positive energy. If you deal with the smaller things first, you'll clear the path to handle the bigger issues much more easily and with less effort.

Priority 3: Everything else – with provisos

Slot everything else into third priority, and even then, before adding a task to your ‘To do’ list, determine it’s importance by asking yourself two questions:

1. Does this task serve my intentions and purpose?
2. Do I enjoy it?

So tell us. What are your priorities? And how do you decide which ones to focus your energy on?

“Not like that! I’ll show you how to do it” is one of my daughter’s favourite sayings. She’s two and a half years old. Problem is, I think Amy’s desire to be in the right is inherited.

When someone executes a simple task differently to me, I have historically been quick to leap in and ‘correct’ them. But in my never ending quest to be a nicer person, I’ve been practising holding my tongue. Gee, it’s hard!

Still the mental commentary rages. Why’s my pal dicing the carrots and not slicing them? Why did my mum’s oldest friend ice lamingtons using a spoon, not a knife?

It was John’s reaction that highlighted the need to get over myself. “Sam, Jill owned a tea shop for five years. She taught your mum how to make lamingtons. I think you can trust her methods.”

But we’re very attached to our ways, aren’t we? Did you hear about the lady who recreated a favourite family recipe for her grandmother?

Granny watched in surprise as her grandchild cut the ends off the piece of meat “Why are you doing that?”

“It’s how mum did it and she learned from you.”

“I only cut the ends off because my pot wasn’t big enough!”

Granted, this tale seems more literary than literal, but it illustrates how blindly we blunder through our day to day actions without questioning their validity.

Here are ways to wake up.

1. Hold your tongue. Let people do things their way rather than leap in with an alternative.
2. Counsel wisely. Instead of “That’s not how you do it” consider, “What do you think of this way?”
3. Be receptive to alternatives. Giving consideration to other methods is a good habit to adopt.
4. Ask for opinions. Replace “This is the best idea ever!” with “What do you think of this idea?” for example.
5. Let go. When working away from home, I have to accept things will roll differently at home. I’m learning not to worry about whether my kids have eaten yet or if they’ve brushed their teeth. 

There’s more to life than being ‘right’ and there’s no doubt being respectful, observant and judicious are far more important qualities.

So why’s it so hard? Tell me what you think. I promise to listen carefully to what you have to say.

Generating referrals is the ultimate in marketing. They’re credible, powerful – and they’re free. But how do you undo the damage when referrals go wrong?

I love referrals. I’ve started and grown my business based on this very method, and I’ve shouted their virtues from the rooftops. I’m always thinking of people I can introduce to each other, and I gladly accept all referrals sent my way.

So recently, when I was referred a client by a highly admired industry leader, my ego shoved its way to the front of the queue, pushing back my loyal friends Sense and Reason.

But this match turned out to be doomed. The relationship ended in tears, a shortfall in my pocket and a few sleepless nights. My forever running late friend, Hindsight, chides me that I should have listened to that persistent little voice in the back of my mind.

But I didn’t. Because I was scared of saying no in the first place, I had now placed my reputation on the line.

Then, not a week later, someone I’d waxed lyrical about failed to show up to a meeting I’d suggested with a colleague of mine. I didn’t just feel embarrassed – I also felt responsible for his slackness. And again, I felt my reputation was damaged.

So I vowed to do everything possible to prevent referrals from going wrong in the first place.

Referrals will still go wrong though. Every situation will be unique and must be addressed individually, but the following steps are a guide to help you manage this delicate situation next time it happens to you.

Apologise

Whether it be for mistakes you’ve made or for the situation itself, an acknowledgement that things have progressed in a less than ideal fashion is the beginning.

If you’re worried about admitting to your mistakes, be more worried about the ramifications if you don’t. Done well, an apology may also elicit something unexpected: an upset client turned raving fan.

Compensate

From a full refund to a hand-written note, compensating your client should be up for careful consideration.

But do be careful in matching the level of compensation to the severity of the situation. A mismatch can be as insulting as the crime committed.

Onward

If the situation has been resolved and you’re both happy to continue your relationship, then leave the situation in the past. Don’t bring it up again. Don’t use it as ammunition. A bit like marriage, really.

If you can’t move forward without looking back, then you need to ask yourself whether this client relationship is for you.

Don’t bad mouth the other party

This is a tricky one. If a client or supplier has been unscrupulous, they don’t deserve to be protected. Expose away. But there’s a time and place to do so – and it’s certainly not to your clients.

There’s a big difference between exposing with dignity (and without emotion) and bitching.

Keep in mind that your clients might just be wondering what it is you say about them behind their backs.

Communicate with the person who sent you the referral

How do you bring the topic up tactfully with the person who thought they were doing you a favour by sending you this referral without looking like you’re pointing the finger at them?

If you don’t bring the situation up, are you jeopardising your relationship with them (along with any future referrals)? Is your reluctance to be upfront inadvertently implying that you are the guilty party in the whole sorry mess?

And if you are the one at fault, how do you explain your actions and salvage your relationship with the referrer?

I’m still working on the best way to address this awkward situation. What I do know is it’s a tough call.

Move on

This can be the most difficult – yet crucial – step in the process. Recognise that things could have been handled differently, take note of how, and then forget about the situation.

If you don’t, not only will your business suffer, your health could to. Through my angst, I suffered from a heart condition for several months, even though I was only 28 years old.

Life happens, I’m learning!

So how have you handled referrals gone wrong? Did you manage to salvage your relationship? We’re all ears.

A recent survey designed to determine shoppers’ retail promotion preferences found consumers prefer receiving promotions via email. CrossView surveyed 160 shoppers in 4 states in April, of which 35% said they were shopping due exposure to a retailer’s promotion. Among those respondents, 32% received the promotion via a mailer, 29% from in-store promotions, 27% through email marketing, [...]

On Wednesday, Facebook founder Mark Zuckerberg announced 500 million people are actively using his social networking service. It’s a remarkable achievement and works out to one in 14 people in the world using Facebook. Even more remarkable is the fact it’s only been around for the last 6 years. Facebook was launched in February 2004 and [...]

If your networking philosophy is based on give-and-take, here’s a tip that will either be an epiphany for you or have you clicking the heck out of here: give-and-give.

Give-and-give is not really a new philosophy. Successful business people are by nature, givers. Instead of asking themselves “What’s in it for me?” they ask themselves “What can I do for them?” 

All things considered, when you do for others, they naturally want to do for you. So all those referrals you hand out and the many recommendations you make for associates you know and appreciate have a remarkable tendency to come back to you in some way. 

It may not be the incense-veiled, meditation-at-daybreak, Zen kind of karma, but it’s still karma. Business karma. 

Give without expectation

Karma, in today’s modern world, is basically the concept of doing for others what you would have them do for you, without expecting anything in return. The less you expect in return, the less disappointment you’ll experience, and the greater your appreciation when it’s your turn to be on the receiving end. 

Actions speak louder than words

Let me put it another way. When you big-note yourself and promote what you do as the best that exists (without proving it by way of action), people turn off in droves. 

On the other hand, soloists who quietly go about proving their worth and integrity by going the extra mile, offering outstanding customer service, and living up to and exceeding promises enjoy the fruits that come with a golden reputation. 

Look for the win-win

Even Pepsi is waking up to the goodness that is business karma. Rather than haemorrhage money into advertising during the 2010 Super Bowl as they did for the previous 23 years, the cola superpower committed a massive $20 million towards grants of up to $250,000 to fund community projects such as re-training laid-off workers and providing free health clinics. 

Cynics (and marketing gurus) might argue that Pepsi’s motivation was not entirely altruistic, but as long as someone benefits from their foray into cause marketing, then it’s a win/win, right? 

Never look backwards

On a much less grandiose scale, we can all use business karma to help us achieve our goals and harness career success. 

If you don’t believe me, think about sales you’ve missed out on or turned down that were somehow replaced by other – perhaps even more lucrative – business. How about the loss of that client you just couldn’t seem to satisfy, and then the introduction to a new one who has become your dream client? 

These things don’t just happen. What you reap, you sow. 

Graciously relinquish any situations or relationships you can’t repair and let them go. Seeking revenge or some other kind of misguided satisfaction does no one any good, least of all your business reputation. Look forward, aim towards your next, positive goals and let business karma take care of the rest. 

Focus on what you do best. Live up to promises, follow through with past clients, continue chalking up your good intentions and karma will, by definition, be very kind to you in return. 

Are you a karma chameleon? If karma has transformed your business please inspire us with your stories. We promise to return the favour.

Just a little bit of media attention may be all it takes for your publicity to snowball, taking your micro business out of obscurity and into the spotlight.

If you’ve never been in the press, securing media coverage or garnering attention for your business is not usually an instant thing. But publicity IS accessible to everyone and consistent efforts WILL reap rewards.

While it can happen very quickly for some (especially if you are able to tie in with breaking news), for others it may take weeks or even months to see results. This depends on factors such as how simple your story is to communicate, and how consistently you reach out to the media.

Recently I interviewed Justin Herald about his use of PR and publicity to build his Attitude Clothing range, which he started with just $50 in working capital, grew into a business selling more than $7000 worth of t-shirts each week at Parklea Markets, and ultimately developed into a multi-million dollar enterprise.

One of the secrets behind Justin’s success was that he built momentum – and millions of dollars - through free publicity.

Although he didn’t know it at the time, Justin had a great media hook: he was an oddity. In theory his business acumen was zero, and yet he’d built a thriving clothing brand. He challenged every business stereotype, but weekly sales were booming. His oddity made him newsworthy, and that made Alan Jones want to chat to him on Sydney radio station 2UE.

Justin then discovered one of the biggest benefits of publicity. Journalists often discover their next news story by paying attention to what’s making news elsewhere, so it’s no surprise that shortly after the 2UE interview, Justin was asked to appear on A Current Affair, putting his grass-roots clothing brand in front of millions of people.

The very next morning, he received hundreds of calls from retailers wanting to stock his products.

What he’d achieved was a beautiful example of momentum and publicity leverage. That radio interview took him from talking to a few people at a time to a sweet television appearance that catapulted his brand into the spotlight and into the awareness of millions of potential customers. And the sweetest aspect of all was it cost him nothing but his time.

Following these four principles could help you build similar momentum behind your own PR efforts.

Persevere

Like growing your business in general, a successful PR campaign needs time and energy dedicated to it.

That means continually developing new pitch angles to spark the interest of the media, and regularly following up with the news organisations that you’d like publicity from.

Don’t try to build Rome in a day

There’s a wide universe of media out there and the thought of attempting to reach them all can feel overwhelming. Try starting in your local market, because you already have built-in news value by being a local business or expert.

Or focus on one specific media genre, such as the business press or the trade publications read by your industry. “Working” one area of media like this can give you the confidence and success to spark momentum.

Set clear goals - on paper

Write down your public relations goals and three things you can do to achieve each of them. Take at least one action step a day that gets you closer to achieving a goal.

The mere process of taking that action creates momentum that will build upon itself.

Build time for PR into your schedule

Find at least an hour a week to focus on your PR efforts, even if you can only manage to block out 15 minutes at a time. Don’t fall into the trap of thinking that if you don’t have much time you don’t have enough time. In a quarter of an hour, you could email a pitch to five journalists, place three follow-up calls, or research a new media outlet to see whether it might be a PR opportunity for you.

Finally, here’s Justin Herald’s advice for soloists looking to escalate their publicity results, media relationships and PR momentum:

Read the newspaper, watch current affairs and listen to talk back radio every day. Then you’re across what’s trending and what’s not, and are able to quickly phone up and offer your opinion.

If you’ve had a similar PR experience to Justin’s, we’d love to hear how you did it. You never know, telling us your story here might be the push your publicity snowball needs!

Noticed any change in your Yahoo traffic over the last couple of days? Bing’s moving in. Yahoo has announced it has started testing Bing supplied organic and paid search results for up to a quarter of Yahoo’s U.S. search traffic. Yahoo says it will also be integrating Microsoft’s mobile organic and paid search listings over the next [...]

Want to know one of the fastest ways to build your business? Get out of your office and meet people!

I’m surprised how many solopreneurs stay behind their desks while trying to build their businesses. It’s time to get out and develop strong one-on-one relationships, especially if you’re just starting out.

Making the effort to meet people face-to-face will have more impact in terms of attracting clients and building your business than almost any other activity. Here are my four favourite tips for getting yourself out there.

Apply the 80/20 rule

If you don’t have a full client load, you need to be spending 80 per cent of your time on business development. There may well be things that need doing back at the office, but if you’re in a growth or expansion phase, the bulk of your time needs to be devoted to connecting. 

There is no better way to connect with potential clients or advocates than face-to-face. Do whatever it takes to allow you to build relationships, meet potential clients and get your name out amongst your target market. 

Go to events

Where can you find your ideal clients congregating in large groups? It could be at specific networking events, a seminar or at a conference. 

In fact, why not find out if you can secure a slot to speak at events like these? 

You never know, someone you meet or who hears you speak at a networking event may be in urgent need of your services, or may recommend you to someone who is. 

A networking tip that I heard recently made a lot of sense to me, so I’d like to share it with you: Rather than running around trying to meet as many people as possible at events, set yourself a goal of connecting strongly with three people who you can develop an on-going relationship with. 

Refine your elevator pitch

Get clear on the benefits and solutions you provide potential clients so you’re not in danger of waffling when asked, “What do you do?” 

You know the question is going to come up (repeatedly!) so make sure you also know how you are going to respond, in a clear and concise way. 

Your elevator speech should state your core message in a way that encourages people to stop and ask more. Remember that people buy benefits and results; they don’t buy features, so focus on your benefits. (If you need some help honing your elevator pitch to a razor-sharp edge, you’ll find some excellent pointers in this article). 

Follow up!

You’re wasting your time if you’re meeting people and not following up. A follow up can be as simple as sending a “Nice to meet you” email, or a copy of your free e-book or product. 

You can also follow up by sending your new contact something that relates to the topic you were speaking about – even if it has nothing to do with your actual business. 

Don’t forget to ask them how you can support them. And don’t be a fly-by-night; make sure you then stay in contact with them. 

At the end of the day, getting out from behind your computer and meeting others is fun. You never know who you might meet and where that could lead you. 

Is networking important for your business too? Please share your experiences below.

Want to know one of the fastest ways to build your business? Get out of your office and meet people!

I’m surprised how many solopreneurs stay behind their desks while trying to build their businesses. It’s time to get out and develop strong one-on-one relationships, especially if you’re just starting out.

Making the effort to meet people face-to-face will have more impact in terms of attracting clients and building your business than almost any other activity. Here are my four favourite tips for getting yourself out there.

Apply the 80/20 rule

If you don’t have a full client load, you need to be spending 80 per cent of your time on business development. There may well be things that need doing back at the office, but if you’re in a growth or expansion phase, the bulk of your time needs to be devoted to connecting. 

There is no better way to connect with potential clients or advocates than face-to-face. Do whatever it takes to allow you to build relationships, meet potential clients and get your name out amongst your target market. 

Go to events

Where can you find your ideal clients congregating in large groups? It could be at specific networking events, a seminar or at a conference. 

In fact, why not find out if you can secure a slot to speak at events like these? 

You never know, someone you meet or who hears you speak at a networking event may be in urgent need of your services, or may recommend you to someone who is. 

A networking tip that I heard recently made a lot of sense to me, so I’d like to share it with you: Rather than running around trying to meet as many people as possible at events, set yourself a goal of connecting strongly with three people who you can develop an on-going relationship with. 

Refine your elevator pitch

Get clear on the benefits and solutions you provide potential clients so you’re not in danger of waffling when asked, “What do you do?” 

You know the question is going to come up (repeatedly!) so make sure you also know how you are going to respond, in a clear and concise way. 

Your elevator speech should state your core message in a way that encourages people to stop and ask more. Remember that people buy benefits and results; they don’t buy features, so focus on your benefits. (If you need some help honing your elevator pitch to a razor-sharp edge, you’ll find some excellent pointers in this article). 

Follow up!

You’re wasting your time if you’re meeting people and not following up. A follow up can be as simple as sending a “Nice to meet you” email, or a copy of your free e-book or product. 

You can also follow up by sending your new contact something that relates to the topic you were speaking about – even if it has nothing to do with your actual business. 

Don’t forget to ask them how you can support them. And don’t be a fly-by-night; make sure you then stay in contact with them. 

At the end of the day, getting out from behind your computer and meeting others is fun. You never know who you might meet and where that could lead you. 

Is networking important for your business too? Please share your experiences below.

An integrated study of shopping behaviors has identified a new breed of consumer; the “XTreme shopper”. They don’t just buy a lot online, they are smart about it. According to GfK Consumer’s Future Buy study, 31% of Americans are in this category of consumers, signaling what the company says is a new “shopping culture.” The [...]

Coming up with the theme for this year’s Flying Solo LIVE! wasn’t difficult. We get daily reminders of what’s possible when like-minded people come together. But what’s in it for you?

Quite a lot as it happens and I’m not just talking about our event. Whether you come or not, you’ll get to see the awesome speaker line-up through articles and videos, and of course we’ll be sharing notes from a number of the sessions as we always do. 

So if you don’t make it, or if we sell out as we have done each year, you’ll still get plenty of benefit. 

Don’t want to miss out? Secure your place now. 

But where the power of the Flying Solo community truly works for you is in finding answers. If you want support with a business challenge, you’ll find it here. 

Whether in the form of an article from our massive library; a hands-on workshop at Flying Solo LIVE! or direct from fellow business owners who’ve trodden the same path. 

Having the right solution is no accident. And it’s thanks to you. You may not realise that the findings from our biannual community survey determine precisely how we schedule our publishing; how we design our conference; how we develop our website. Frankly,  how we stay at the top of your game. 

Again, the power of community. 

Our forums – your forums – topped 11,000 members at the end of June and while numbers alone are fairly meaningless, the level and nature of activity is astonishing. Every second of every day, the forums are abuzz with conversation, learning, sharing and networking. 

Up to the minute proof of the power of community. 

Similarly our new directory attracts around twenty new members a day and from feedback we’re getting that too is bringing tangible benefits to those who have taken the time to develop a profile and broaden it through commenting on articles and participating in forum discussions. 

The handful of  soloists at FSHQ feel so fortunate to be custodians of this community and in just eight short weeks we’ll be lucky enough to rub shoulders with a few hundred of you and feel the power spark between us all.

How does being part of a community - any community - benefit your business?

When it comes to getting organised, it’s important to understand your motivation for making changes.

Note: I’m talking about your own motivation, not someone else’s! (That means the reasons suggested by your nagging boss or long-suffering spouse don’t count). 

What will the benefits be?

Ask yourself what benefits you’ll gain by being more organised. How will it have a positive impact on your life? 

Perhaps you’ll think more clearly without those unfinished ‘tolerations’ in your life? Maybe getting organised will help you better manage your money or your time? 

Are you looking forward or backward?

Many clients and potential clients contact me for help when they’re in a state of organisational crisis. There’s nothing like a crisis to motivate people, but people in crisis mode inevitably look backward and say “I can’t take it anymore.” 

I believe it’s more valuable to look forward to the future. Sure, you don’t want what you’ve got now, but can you envisage what you do want? 

It’s a bit like dieting or getting fit. You may be sick of being a certain size or not having the lung capacity to climb a flight of stairs, but if you can’t imagine yourself with a different body shape or level of fitness, it’s hard to stick with an exercise program for long enough to reap the benefits. 

Are you simply sick of the status quo, or can you imagine a different future? 

Visualise the outcome

You’ll find yourself more motivated to get organised if you can clearly imagine yourself as an organised person, reaping the benefits of the changes you’ll make. 

Take some time now to imagine the perfect outcome. Where are you and what are you doing? How are you feeling? How are your friends and family reacting? 

Which of the following benefits of being more organised are relevant to your vision of the future? 

• More time?
• More space?
• More energy?
• More money and profitability?
• Less stress?
• The sense of being in control of your time and your ‘stuff’, rather than the other way around?
• Being effortlessly punctual and meeting deadlines more easily?

This article is the first in a series outlining the secrets to getting and staying organised. In the next article I’ll help you get clear about where to focus your attention for the best results, but if you’re eager to get started, here are five ways to get more organised to kick you off. 

Share your own reasons for getting more organised below. If you’ve already made the transition, were the results even better than you imagined?

New research has found nearly half of email related transactions and three-quarters of opens and clicks occur within one day of the message having hit a consumer’s inbox. Conducted in March 2010 by Experian CheetahMail’s Strategic Services group, email performance was analyzed for just over 44,000 mailings from 404 merchants from different sectors. Results of [...]

As businesses clamour for the green dollar, they might be missing the basics of what consumers are really looking for.

While green has entered the mainstream consciousness of consumers, new research commissioned from the Australian Food and Grocery Council shows action does not always follow readily. A 1000 shoppers were interviewed during May 2010 and while 80% of respondents stated the environment is of importance to them, just 13% followed through with action at the checkout on the day the research was conducted.

Why the gap?

From a niche consumer segment just a few years ago, green business has transformed into a sophisticated multi-billion dollar industry with thousands of products and services, though it could be much bigger with some simple measures. The problem is a lot of promises are being made about green products and this is causing some confusion for both b2b (business to business) and b2c (business to consumer) market segments. Confusion about environmental claims and product performance are key reasons for lack of follow through by consumers, although plenty of interest is there.

What’s the remedy?

Successful green products and services build their business on ensuring they can deliver a high performing product that is as sustainable as possible, and are very clear in the marketing and communication about what the product or service does, how well it does it, and what the environmental impacts are.

ECOVER: A good example of  “doing green marketing well”

The Belgium based cleaning product company ECOVER has a range of cleaning products for the kitchen and bathroom, and has a turnover of around $100 million a year.

“I am a micro-business” I hear you scream, “I can’t relate to a business with sales over $100 million a year”…

But wait…ECOVER started off in a garage owned by an out of work soap salesperson in the 1980’s. It has grown to be one of the most successful green brands ever created by being a business first, and an environmental saviour second. This principle has been engrained in the company since its garage days as a micro business. In an interview with Time Magazine CEO Mick Bremens was quoted -

“Our products have to perform, if a business wants to survive it obviously has to make profits. But then our attention goes to the environmental responsibility, and we try to behave as sustainably as possible. That means trying to balance economical, ecological and social behavior”.

ECOVER has gone on to say that “total sustainability” is never really achievable; it is a constant work in progress. This kind of honest approach coupled with real sustainability measures and a high performing product that represents good value for money is why ECOVER is doing so well. They produce a product that is as sustainable as possible, while ensuring it works as well as those from brands who are less environmentally attuned.

Here are some lessons from ECOVER on what green consumers consider before making a purchase.

• Performance & quality. Both b2b and b2c market segments are looking for performance and quality. It’s vital that any product or service can perform as well as any non-green brand, just like ECOVER.
• Value for money. This is not about the initial price customers or client’s pay; it’s about the value. For example many of ECOVER’s products are concentrated in form, so value is delivered over time.
• Safety. A clear reason many sustainable, organic, green products are purchased is that the ingredients / components used to make them (whether a cleaner or new computer) are safer for humans to eat, wash with, clean or even recycle. 
• Communication. ECOVER and many other successful green brands are very good at communicating the products brand essence. It’s about keeping the marketing message simple and engaging the audience at multiple levels.
• Availability. There’s no point in having a great product or service if it’s confusing or difficult to buy. Make sure your brand is easy to do business with by ensuring what you're offering is easily delivered.
• Sustainability. To be a green brand you need to be as sustainable as possible (environmentally and socially). Produce a 360-degree sustainability policy and get some independent assessment of your strategy and implementation. Remember not to over-state your green credentials – visit the greenwashing article for more on this.

What brands do you think are a good, or indeed a bad example of green marketing?

Google recently released some statistics about the size, number of resources and other web page metrics based on a study of 4.2 billion pages. Google found that the average page size; including images, scripts, HTTP headers etc was a whopping 320 kilobytes. Back in the days of 28.8k modems, which really wasn’t all that long ago, [...]

Minimising expenditure is a critical component of business survival and cash flow. Follow these practical guidelines to help keep your business expenses under control.

Plan your expenditure

When considering any business expenditure, question whether it’s really necessary, and if so, whether you need it now? Will you utilise the item or service as soon as it’s purchased, or can the expenditure be delayed?

This is an example of why it’s useful to have a budget in place for your business. If you’ve already determined your spending limits for the year or quarter, you’ll be able to decide whether a particular expense is warranted much more easily.

If putting together a complete budget for your business is too daunting, at least formulate a plan and time frame for expenditure on major areas of your business.

Assess the return on your investment

What is the return on investment (ROI) of the expenditure? What will it return to the business over a period of time - say a year? Will it lead to income generation? Will it have a resale value? Do you really understand what it will contribute to the business?

With the answers to all these questions in mind, is it worth the money?

Comparison shop

If you decide to go ahead with the expenditure, shop around, compare prices, seek quotes, watch the sales, use vouchers and always try to negotiate a better price.

Be accountable for your business spending

As a soloist, are you being held accountable for your spending? Discussing business expenditure with your partner, accountant, business coach, or advisory board on a regular basis can be a valuable business strategy, and may help you identify new money saving tips.

If social embarrassment curbs your spending habits, you could even link your Twitter account to Blippy, which tweets the expenditure on your credit card in real time.

Think outside the box

Is there a way you can have the product or service you want without spending the money? Are there borrowing, co-sharing or renting options available?

Like one of my clever clients, you may find it fun to turn money saving into a game, competing against yourself to spend less and less with every passing month. Another client rents an office for his business, and then sublets the space he doesn’t need at a rate that more than covers his own rent.

It may seem exhausting and onerous to apply these guidelines to every purchase, but it is essential to understand that unnecessary expenditure could lead to cash flow problems. I have firsthand experience of watching businesses misguidedly outlay huge expenses early in their operation, only to teeter on the brink of collapse for months or years afterwards. Spending money wisely will enhance the stability and longevity of your business.

Are you a smart spender? If you’ve got any extra tips for putting the brakes on unnecessary expenses, please share them with us below.