Know when to hold 'em, know when to fold 'em, know when to ask for help

Asking for help: in today's "I can do it myself" world, we often have a hard time admitting that we can't do it all. It makes us feel less competent, less intelligent and less useful. However, I argue that asking for help not only makes us the opposite of those three, but it actually allows us to increase our marketability, customer service skills, and knowledge base.

As the saying goes: "The older I get, the more I realize how little I know." In this information-driven age, have we somehow forgotten this? Or, have we determined that - with so much information available at the touch of a button - we don't need anyone's help except our own? Have we become so independent that we're affecting not only our relationships, but also our businesses?

Marketing materials are a great example of the do-it-yourself mentality that can ruin a business. Today, we have online printing companies that can help you create a (somewhat customized logo), collateral materials, and business cards. Web services make it possible for you to register a domain name, upload your logo and photos onto template (again, somewhat customizable) pages, and immediately have a web presence. Blogs and social media sites allow you to deliver information to your potential clients, colleagues and business associates. You can do it all! Or can you?

I know that I can't, and I'm quite savvy about most of that stuff. My website, which I've attempted to create myself, is atrocious. Yes, I admit it! I don't like it and I feel that it conveys the wrong image about my company. My logo: well, it's allright, but a professional would have done a better job, and I'll most likely change it in the future. My collateral materials: they're acceptable for now, but they have the potential to be so much more AND by being so much more, help me market my brand in a more efficient and visually-pleasing manner. Finally, the content on all of these is average, since I've devoted so much more time on working on others' communication materials than on my own; I'm my worst client! So, what have I learned from this experience? I need others...very, very much.

Fortunately, I am now partnering with a terrific branding expert and designer who is revamping my site (look for an upcoming blog about my own "branding consultation session" -- it was an eye-opener!). I have relationships with those in the printing business who will develop brochures and other collateral materials that I find worthy of my company and my image. And, I can hire a social media expert to keep me current regarding Facebook, Twitter, LinkedIn, blogs, various other sites, and SEO optimization. With all these people working with me to fulfill my business branding goals, my company will certainly have a more professional, polished look and will, undoubtedly, garner more customer and media attention.

Finally, I have the world's best business consultant who gives me sage advice, snaps me into reality regarding market potential, pricing, and customer relations, and assists me with all financial matters. This, especially, is something that I could not do myself. Or - at the very least - I could not do it efficiently, effectively or (most likely) correctly.

So learn that there is still so much more that you have to learn and refuse to do it all yourself. You're probably not a highly skilled writer, graphic designer, programmer, social media expert, financial consultant, and branding expert. Focus your time and energy on what you know best: your business. You, your customers AND your bottom line will benefit from it.

A Picture Can Say a Thousand Words...or Nothing At All

One of my current projects involves revamping the website of a well-known event producer; ideally, we want his revamped site to illustrate his creative vision, the tremendous scope of his projects, and his high-end clientele. To do this, of course, I'll have to generate great content to describe the events. But most of all, the site designer will need fantastic photos to showcase the events themselves. This is where we've run into a problem. And, it's a problem that I encounter with clients on a regular basis: the case of the missing photos.

For an event producer, lacking an arsenal of professional photos that showcase hundreds of events is a HUGE problem. Even the most prolific, descriptive, professional copywriter can't show someone an event. A writer can describe the magnificent lighting, the custom-made ice bar shaped like a dragon, the models wearing unitards that were designed to showcase the Tiffany jewelry; but, without photos, the images are simply those created in the potential client's mind. And, if the potential client is someone without much of an imagination, or a person who cannot visualize well, then he or she might envision some strange stuff that doesn't sound fabulous at all.

The issue of the missing photos is not limited to event producers, florists, artists, or those whose work requires visual proof of his or her abilities. If you sell a product, you need to have a great photo of that product on your site; in fact, the more photos and the more angles of the product, the better. The more you show the potential customer, the more likely it is that he or she will choose what you have to offer.

Some real estate agents, for example, know that lesson well. If you've ever searched for a home online, you'll notice that some listings have one photo, while others have dozens of photos (and often videos) showcasing the property. Which property would you be more inclined to view in person? My guess is that you'd be wary of the property with the solitary photo and be more inclined to visit the one with which you have become familiar. Again, a description of a beautiful master bathroom or gourmet kitchen is essential to adequately describe a magnificent home; but, without a photo, the description is lost on the potential buyer who may not be able to visualize granite countertops, dual vanities or a jetted tub.

Finally, if your product or service centers around you, then show your customers who you are. This can be achieved either by having photos of yourself (which I believe are key to breeding familiarity and comfort between you and your potential clients) on your site or of images that describe you or your personality.

People gravitate toward the familiar and like to see what they're getting before they purchase a product. Words are important, but the power of a good image shouldn't be overlooked. So, before you develop your site or marketing materials, make sure that your pictures say a thousand words. The copywriter will take care of the rest.

The Power of Punctuation

One of my favorite children's books is Eats, Shoots & Leaves: Why, Commas Really Do Make a Difference! by Lynne Truss. The book helps kids to see how placement of a comma can dramatically change the meaning of a sentence. The title of the book, itself, refers to a panda's diet. As in, pandas eat shoots and leaves. However, an added comma can turn the sentence into that of a gun-toting bear who, after a meal, fires off a few rounds and splits. A big difference, wouldn't you agree?

The power of punctuation is quite remarkable, and it is admirable to read how Ms. Truss is able to take a concept that can be quite overwhelming to many adults and break it down so simply that even a 7-year-old can understand its importance.

With Facebook, Twitter, blogs, and plain old email running our communication lives these days, it is becoming more and more challenging to stick to the basics of grammar. Capitalization has gone by the wayside; semicolons, colons and parentheses now symbolize emotions; and, abbreviations seem to be the rule, rather than the exception. After speaking with concerned parents, frustrated professors, and dumbfounded employers, I can ascertain that the age of texting may have ushered in a surge of written communication, but its impact has been more of a curse than a blessing.

I recently read an article that suggested that online social networking sites and texting are actually helping communication. While I understand that communication itself probably is flourishing (think of all the long-lost friends with whom you might have recently reconnected and now chat with daily), grammar - and thereby "proper" communication - is nearly a lost art.

This is a problem because business communication centers on proper grammar, spelling, and punctuation. Consider this scenario: a small business (let's name it Company A) is selected to submit a proposal for a project that will exponentially increase its market share and, also, make it a leader in its particular field. As is typical with requests for proposals, at least two or three other companies also are asked to bid for the job. Company A works diligently on its proposal by analyzing the job as a whole, creating a plan of action for each step, determining pricing for the individual components of the project, and running the final budget by each department head to ensure that the numbers are on target. Company A seems to be doing everything right.

However, the time to compile all that information into a written proposal arrives and Company A hands it off to the sales manager, who is a remarkable salesperson, but is sorely lacking written communication skills. He writes the proposal as best he can, adds a few "cool"-looking charts and graphs, runs the spell-check function, prints it, slaps on a pretty cover page, and mails a hard copy to the potential client. A few weeks later, Company A learns that Company B won the account. After hearing through the grapevine that Company B's bid was actually a bit higher than theirs, they start to wonder why they (who have been in business longer than Company B and would likely have more to offer the potential client) were not chosen.

One look at their proposal would have given them their answer: spelling and grammar errors that turned a good proposal (that would have won them the business) into a sloppy mess. The potential client read Company A's carelessly written report and assumed that a business that would lack such attention to detail on a proposal would most likely lack that kind of attention to the project being proposed. Company B's proposal was flawless, detailed, easy to comprehend, and visually stunning. They wanted to contract a company that exhibited that level of pride and professionalism in its work.

"The devil is in the details" is an expression for a reason. Proper punctuation, perfect grammar and spelling, and an eye-catching presentation require significant attention to detail, and can, therefore, be easily overlooked. However, carelessness can make or break a project, or even a business. So you need to ask yourself, "can my company afford to overlook the power of punctuation?" Chances are, the answer is "no."

Frustrations in Business Writing

As a business owner (particularly, as the owner of a communications business), it is necessary that I write about my services, market them via the appropriate channels, develop a user-friendly, informative website, and network like crazy. Easier said than done.

What's interesting is that I have no trouble communicating about other people's businesses. In fact, I thrive on it. But when it's time to market myself, I'm nearly at a loss. Why? I wondered.

After spending countless hours on my website's content, I realized what the problem is: I'm too close to the subject. I know TOO much. And, knowing too much can be as bad as knowing too little, at least when one is trying to write about one particular subject. Nothing is more frustrating to a writer than a blank page. It's not that I don't have hundreds or even thousands of ideas floating in my head. The issue is that I can't contain them and put them on paper in a cohesive manner. There's just too much information! Luckily, I know how to write a plan, develop a flowchart and then break each section down so that it can be easily managed (or at least more easily edited!).

The positive outcome of this exercise in frustration is that it has afforded me the opportunity to state with the utmost conviction that writing about one's business is much more difficult than it seems. The good news is that I can do the dirty work for you, so you won't ever have to worry about it. Now, if I could only get through my own site...