Good customer service is very important to me – is it important to you? In fact during 2014, I made a point of praising anyone who gave me, or my family, excellent service and being very clear when service was not up to scratch.
One mantra I’ve heard repeated several times is ‘why is this important when you can buy so much online now?’ – to me, there is no difference between excellent customer service on or offline. If it wasn’t important, why would services like Amazon and Ebay ask for reviews? And do you ever read the reviews? I do – and does it influence a buying decision? It certainly does for me.
Excellent Customer Service
In the real world, shopping has to be more and more like an experience – and a good experience at that – why? because it’s so much easier, more convenient and often cheaper to buy online. Therefore, real world shopping must offer something extra. There must be some added value which engages the emotion. These are absolute musts for 2015.
If anyone is in doubt – look at the success in my home town of Swindon of the Designer Outlet Village, where experience is at the heart of shopping. People come from all over the country to shop there – they anticipate a bargain and they also anticipate an experience. This flagship centre for McArthur Glen – the company which runs the site – is a testament to good service. The mailing list for this one outlet centre alone is huge – a list many of us would be thrilled to manage.
So what is bad customer service? For me, it’s any person within any business who makes me FEEL slighted, stupid, silly, of little value – EVEN IF I’M IN THE WRONG. Remember the old adage ‘the customer is always right’ – there’s sense in that. No one can argue with how a customer feels, even if that customer is being unreasonable. Here are a few things I personally class as ‘bad’ service:
*Being ignored when I ask a direct question – this once happened to me in an Apple store where the member of staff, started talking to another customer during a conversation with me – I left and made no purchase.
* Being continually hassled by staff when it’s clear I’m browsing and taking in the shop and what it has to offer. Once is enough.
* Being made to feel stupid when you can’t work out the intricacies of the ‘bill’ – this happened to me recently at Dominos Express in Swindon where the manager insisted I was unintelligent – his view changed however when I told him I was a journalist (something I should not have to do to be treated well). I will never enter that shop again. Not because the pizzas aren’t good – but I will be reminded of how I was made to feel.
*Being pushed aside by a telephone call – if I’m being served and the staff member receives a telephone call, I expect to come first – not be dismissed in favour of a telephone. This will guarantee I will leave without making a purchase.
*Being told ‘we can’t do that because the system won’t accept it’ – this has happened to me several times, when you want to amend a standard order, especially in food outlets. Where you cannot make a small change because a computer system is set up to offer no options. Again, a great reason for me to leave.
However it’s no good being continually negative. I now take the time to thank people for good service, fill in surveys where requested and give feedback. Nothing will change if you don’t engage. I have no idea what happens to that feedback, i just know it’s worth doing. Some excellent customer service highlights for me this year:
* the patience of a store manager when one of my children was horribly embarrassed about having a bra fitting and was tearful on entering the shop.
* the excellence of an American company which supplied me with a faulty product and replaced it within 48 hours, from America, at no extra cost and did not insist on the faulty item being returned.
* the responsive attitude of a Mini Service member of staff in Swindon who listened when I explained a complaint, put it right immediately and then sought me a better deal to make me feel better – hence work on my car which I thought would be £200 at least was actually £25. Now how will I feel on entering those premises again?
So it’s all about excellent customer service – but the onus is also on me as a consumer to give feedback, to say thank you and to praise as much as possible those who go the extra mile.
I’d be interested in your experiences too….
Have you ever thought – I’d like to write a book? I’d like to tell my story? Can I write a book? Would anyone actually be interested?
As a person who does a lot of writing as part of my business, it may seem strange to tell you that I’ve often asked myself all of the above. When I was a child I always wanted to be an author but, as I got older I wondered if I truly had anything to say of value. I was also pretty sure I couldn’t sustain a story of fiction for long enough.
After several years of running my own business I realise that I do have a lot to say, and some people will want to hear it.
In fact, I’ve learned that we ALL have something to say and there will always be those who want to hear it. All of us have value.
Once I truly accepted this fact, I found it surprisingly easy to share one of my stories. I’m now in a place where I’m not worried about those who don’t want to listen – those people will always be around – I’m reaching out to those who are life’s do-ers. Those who at least have a go at their ‘thing’ and those who want to live life with few regrets.
This week, my first foray into writing about myself in a book came to fruition. The book – available on Kindle – is Playing & Staying At The Top of Your Game – http://www.amazon.co.uk/dp/B00KB2XRYI .
It tells stories from a dozen business women from across the south west who want to encourage and inspire other women to try and to persevere if they want to start or develop their own business. Each story is very different. It’s thanks to my women’s business club – I Am Woman – that I’ve finally taken the plunge. I’m already thinking now about doing an entire book covering many aspects of my professional life.
My story shared in Playing & Staying At The Top of Your Game
My story about starting my own business and what I learned in those early days is not what you think. I’m not the business person who nurtured an idea, let it grow and then went into it with rose-tinted glasses and making a million in a month. My story is very different.
I had my dream job – and I lost it. I never wanted to be self-employed, I didn’t want to run my own business and I was devastated that life had thrown me such a curve ball. However, I couldn’t change the fact that this had happened. All I could control was what I did next – and that’s the story I tell. Looking back, I realise my more negative start actually stood me in good stead. It didn’t mean I didn’t make any mistakes – I made loads. But my view was always realistic and I seemed to be able to spot when something wasn’t working. To find out more, of course, you’re going to have to read the book.
Is this being arrogant? Some might think so – but why do we women often feel embarrassed about blowing our own trumpet? Is it because men think less of us? Not in my case – I actually think it’s more because some women think less of us. Some cannot stand the fact that others are more ‘out there’ than they are. Women can be women’s own worst enemies. Truth is, I don’t actually care what anyone thinks, those who are interested will read the book, those who are not – won’t.
So I’ll end on these two notes – the woman who writes thousands and thousands of words each year about others has now written some words about herself. She also remembers one very important lesson in life which has sustained her. It was a saying which a teacher, Christopher Drew, put into my autograph book on the day I left primary school back in the 1970s. It’s always reminded me that life is always a journey of discovery and, thankfully, there’s so much more left to learn:
‘HE WHO KNOWS NOT AND KNOWS NOT THAT HE KNOWS NOT. SHUN HIM FOR HE IS A FOOL’.
Have you ever been to Exmoor Zoo? Have you ever heard of Exmoor Zoo?
If you haven’t I’d heartily recommend a visit. Situated in the Devon countryside, down a little country lane, this zoo has more of a family feel than any I’ve visited. We were spending a weekend in the Exe Valley so this location was less than an hour’s drive away.
While nowhere near the scale of Longleat Safari Park or zoos in Bristol or Paignton, it has a charm all of its own and is suitable for families, or those without children.
We visited over the Easter bank holiday and the cost was less than £50 for five of us. Given that’s close to the cost of a cinema visit for us, we hoped it would offer at least a couple of hours of enjoyment and entertainment. We arrived at 11am and left the premises at around 3pm.
When we arrived it was already busy but there is an additional car park as the one near reception is quite small. One tip is to use the toilet on the way in as there are no toilets around the site. This is due to the site not being connected to the mains (it’s all explained on notices around the reception area).
Immediately on collecting tickets as we’d booked online (be aware a family tickets is two adults two children so, in our case, we had to pay an extra amount for our third child), we were given activities for the children to take part in. For me, this is always a good sign. My children love having to find or discover something. So it was a trail where they could collect stamps of animals and another where they could answer tricky questions and then get an Easter egg at the end.
As my children are a bit older, this meant they often ran off for a short time to fill in gaps on their Easter ‘find an animal’ trail.
The zoo has the sense of being a garden, you move quickly from one animal to the next – but there’s also a feeling that the staff know what you are thinking. There are some spaces where you wonder if that space is big enough for the animal within – then you read the blurb and that question is answered.
There is animal activity all around, so bird, bee and bat boxes which children can look at. I personally love the bigger animals but found myself enraptured by the smaller ones too. I didn’t get the feeling of there being animals which were just ‘making up the numbers’. Even the sparrows had their own special spot.
On site, there are lots of activities where families can get involved in including talks, feeding the animals and holding animals. We’re not good with this in our family, we tend not to like to stick to any timetable or dictate our time around set events, but plenty of families did take part. As you walked around you heard them saying they had to be ‘here’ or ‘there’ at a certain time.
Anticipation was built up by continuous reference to the Exmoor Beast which intrigued the children, who love a sense of the mysterious. So it was quite magical when the zoo’s own beast, languidly stretched, walked down from its perch and marched around its pen.
Another thing which I enjoyed was the good use of the natural landscape and of look-out points around the site. Some of the site is quite steep and rugged, but the animals seemed to like it. Don’t get me wrong, the site is quite accessible, though some paths will be trickier for pushchairs and possibly wheelchairs.
- One of the pumas resting in the sunshine at Exmoor Zoo
The only odd point was one small enclosed look-out area, overlooking the antelope, where there was a picnic table in the middle where a family had stopped for lunch. In this small space, this seemed to have two effects, putting off some people from going into have a look across the enclosure as there wasn’t a lot of wriggle room, or interrupt the family who found themselves being watched closely as they tucked into their sandwiches.
Also one of the children’s Easter egg discoveries was in this small enclosure, so it encouraged more and more eager children to mill around the eating family. If I had one tip, it would be to remove that seating as it did seen to give visitors a confused experience. Families do tend to create a private bubble around themselves so it’s easy to feel like you are intruding on them.
However, further around the site the play area for children is very spacious and there’s plenty of picnic room. There’s a small café on site and the quality of the food is excellent. Much better than in other venues. The price tag for five came to £40 but this is fairly normal for us – and in many places would cost far more.
All in all – it was a good visit, value for money, more educational than expected and lots of fun. Even the small egg given as a reward for the children completing the trail was decent and not a disappointing, tiny, hollow piece of low-grade chocolate.
Find out more here – http://www.exmoorzoo.co.uk
This article was first published in the Wiltshire Gazette & Herald’s family column, written by me, in October 2013. Due to requests from various sources, I’m reproducing it here.
The day I met Holly Scott-Donaldson from Pewsey, she was sitting on the sofa trying to get comfortable as she awaits the imminent birth of her third child.
None of this stopped her talking to me, sorting out the washing and taking the odd telephone call.
For some, especially those in a corporate world, Holly, now 41, is a nesting mother-to-be luxuriating in being a stay-at-home parent. Appearances can be deceptive.
Those odd telephone calls related to her new business, Donaldson Business Bureau, which is growing fast and particularly engaging women in the county. Her clients are blue chip companies and small one-man or woman bands. Business is continuing as well as preparations for a new family member – a little girl.
When Holly started out in her career she could not have imagined being where she is now, living with her husband Rod, sons Magnus, five and Ranulf, two, in a picturesque rural town in Wiltshire.
She’d had a career in banking, IT and marketing after completing a degree in international business studies at the University of the West of England – UWE. She’s been headhunted for virtually every job she’s ever done. She’s travelled the world professionally and also spent time helping her father run his own hotel in South Africa.
“Single people in the corporate world will often realize that some of their colleagues are more settled and they are prepared to be more flexible. However, if you are not careful that behaviour can become a habit. In my job I was one of the last unmarried people so stuff rolled downhill to me which I did, but which weren’t necessarily part of my role.”
However on returning to work after having Magnus, the expectation was that this ‘stuff’ would still keep rolling Holly’s way.
“My professional relationships changed. I returned to my corporate job to a new team, new tech and I was in a situation where I was a cog in a wheel and my view of my job had changed. I was married now with a baby.
“I was trying to start everything from scratch, I had masses of guilt and I wasn’t feeling appreciated. I was so tired and often not emotionally strong enough but the demands on my time were still there.”
So when asked, Holly jumped at the chance to work for a smaller company as head of marketing. A happy couple of years followed.
“It was a great job until the day when I said one word to the directors – ‘miscarriage’. It was a Sunday, I’d had a miscarriage, was in hospital and was due in London the next day. I called one of my bosses, explained the situation and I feel I was never treated the same from that day onwards.
“The relationship collapsed. Previously I was part of the management team and we’d meet and discuss our direction together. Now, even though my job hadn’t changed technically, I was out of the loop, I was not included in those discussions and was issued with a set of instructions.”
However, Holly found herself in a professional trap. Doing a job she no longer liked but needing the money and feeling unable to move. Plus she was now pregnant with her second son.
“I reasoned with myself and thought I would just do my job and go home. But it was demoralizing, having my professional input denied just wore me down and over time it actually changed my personality. I was in a depressed state, and felt I was just living a humdrum routine with no vitality.”
Then she was told she was on ‘redundancy watch’ and her role was reduced from five days a week to two.
“It was equally devastating. My husband was unemployed at the time and I was the breadwinner. Overnight our finances plummeted. But I had to go on with it – I had no choice. So for two days a week I ‘played job’, it was so hard.”
Anxious to earn money for the other week days, Holly did what many mums do – enter the direct selling market.
“I found that time and again I was called on to train other people who wanted to sell the products rather than selling the products myself. I decided to make training and business advice, the focus of my own business and I pulled out of the direct selling.”
However, a few months into her third pregnancy, she was made redundant from her two days’ a week role. She believes the two things were linked.
“Looking back just a few short months later, I can see that I needed that to happen. I needed to lose that job. If you have got people sitting on your shoulder every day telling you they don’t value you, it’s no good.
“The first Monday when I got up and didn’t have to deal with that was the best day of my life apart from my wedding day and the birth of my children.
“There are so many women and mums out there in my position. They are worried and they have to put up with so much corporate stuff and often are made to feel second class. They are worth so much more than that.
“My message to anyone out there who is stuck – remember anything is possible. You can do anything you want to do if you’ve got the right people around you.”
Since being in business, I’ve come to realise that understanding yourself can be key to success.
There are lots of things I know about myself but when I became self-employed, there was one thing I didn’t know – could I actually do it? Could I generate any money at all through my own efforts?
You see, I didn’t want to be self-employed. I was doing a job I loved and I wanted to carry on doing that job – sadly though that job no longer wanted me. It wasn’t a personal thing, it was a business decision and about 1,000 people lost their jobs at the same time.
Now I am almost at the five year anniversary of being self-employed and I’m still here. I’m not rich by any means but I’m earning my own money, through my own efforts and endeavours and that’s got to be something to celebrate.
However, I’m also wanting to be better in what I do. So I’m taking a course! I’ve been searching for ages for something which will make me better but which will engage me. During this course, which I’ll blog about many times I’m sure, I’ve been reading text books.
I don’t know about you but reading business books has been without fail, a hideous experience. They are mostly badly written, rushing off into different directions and lacking in real life examples. Frankly, many are simply tripe.
But I’ve just read one in a single day. That’s a record. It was called Taking Flight…do look it up. It tells a very simplistic story about birds in a forest who have to act when trees start falling down…no literary masterpiece but it does the job required…it shows how certain personality types can work.
It’s all about personality types – using the DISC model – which until recently I knew nothing about. Now it’s all around me. I’ve had two personality profiles done and they do capture lots of things about me.
The truth is, I do know these things but knowing and grasping the reality are two different things. Applying that truth is also tricky.
I’ve found out – in bird analogy – that I’m a parrot, with a large element of eagle and a quite large portion of dove. I’ve got very little owl though.
If you know this book, the previous sentence will make sense.
The biggest immediate impact is that I’ve started to recognise others around me, mainly in my friendship group and realised that the dynamic is visible. For example, one of my children is very, very caring and very detailed orientated – which drives me absolutely potty. But it’s not her fault, that’s her response to things and that’s okay. Now I know it’s okay, I find I’m not so irritated by the constant questioning and asking the same thing over and over again.
I also spent some time with two old friends and hardly got a word into the conversation – very unusual for me. I ended up feeling that I was of little value as no one seemed that interested in me or anything I had to say. As I started the self-pity dance, I realised that these were two eagles vying for position without realising it. As a personality with both eagle and dove, confronted by this, I simply gave up and shut up rather than expend energy trying to be heard. I don’t feel angry at all, I’ve just realised that it’s better to see them individually if I personally want to feel listened to – otherwise I’ll continually be a spare part.
Now I’m hoping to become better at business through this learning….here goes!
No, I’m not a peacock..I’m a parrot….
Today I have done a little dance around the room because my Klout score has gone up to 65 – the highest it’s ever been.
This may seem like a small victory but it’s taken me four years to get to 60 and a week to jump five points – so I believe blogging more often must have something to do with that. It’s not so much the blog itself, as only a few people take the time to comment on the blog page. It’s the interactions and comments on other virtual spaces, the shares and the likes which seem to make the difference.
What’s your number?
There are many analytics around Klout – which will interest those of you who use figures, numbers, systems, columns, detail and ROI stuff. I tend, according to my profile (and it’s true) more general results – like seeing 65 pop up unexpectedly on a Monday afternoon.
When I started learning about social media and its potential three years ago, and learned about Klout and the fact that it measures your true influence across the internet, my score was 28. That was at a time where I messed around a bit with Facebook, had a Twitter account but did nothing with it – and the same with LinkedIn. I’ve not really done Pinterest, Flickr or other things which are now more common.
Gradually my influence rose as I became more active. As I became more active I saw more results. I gathered case studies for stories, ideas for stories, have made friends and have made connections which have brought me clients. But it’s not been overnight, it’s been gradual and it’s required work. But I can point to at least two clients, one long term, which have been the direct result of doing stuff in the virtual space. You would be surprised who is watching you and saying nothing but absorbing that information. I’m not talking about this in a creepy sense, but more in a ‘putting yourself in the forefront of someone’s mind’ sense.
When I reached the golden 50 – I got a free gift of business cards – thanks very much. That was when I found out that in the USA, there are many high end business activities or events that you cannot access without a score that high. Big internet companies will filter guests by looking at how ‘engaged’ they are. I suspect that this will be coming our way too, though we’re not there yet.
So everyone, don’t be afraid of Klout. If you like facts and figures, it will give you all of that data. If, like me, you just want to see results and are not hung up on the detail, then know this one fact – if you engage, you will be engaging and if you’re engaging, you will be engaged – and I’m not necessarily talking romance here!
Many business owners hear the term ‘public relations’ or ‘pr’ and think ‘I don’t need this, there’s no evidence of a return on investment’ or, as I’ve heard more than once:
‘I want bangs for my buck’ or ‘where’s the bums on seats?’.
Personally, I tend to back off from any business owner who thinks he or she needs my services – and then say things like ‘PR it’s not really that important but I think I ought to do it’ or ‘my product is so fantastic that that article should have sold a million overnight, that press release didn’t work’.
PR is one tool in a marketing strategy and a very valuable one – but it’s a long term, slow burn affair. It’s not, or very rarely, able to fill a stadium with your customers overnight or even in a week or a month. It’s about being visible and understanding how the media and social media works and putting yourself out there to be discovered. Also, if you’re selling a product everything else has to work, like your website, your telephone, your e-mail. You have to be available!
In a time of recession it’s the PR which gets abandoned very quickly. Why is this? Is it not even more important what you project outwards about you and your business at this time? Through traditional and social media? Through advertising, leaflets, brochures, events, e-mailing or whatever strategies you use? Is it not important to be part of your business and geographical community? To have a view on the issues affecting that community?
There are some organisations or business people who just get this – look at the charitable sector, they absolutely understand the value of PR day in, day out. They just get it.
At a recent business event I attended, I spoke to Graham Hill, who discussed these very things with me. He runs a telephone answering company called Verbatim near Newbury. He belongs to various business groups and last year, one of those groups honoured him.
He was the first Oxfordshire member of the Entrepreneurs’ Circle to be awarded “Entrepreneur of the Month” twice in less than a year for making stuff happen in his business. So a group of which he’s a member honours him internally. Deservedly so.
I’d like to say I was responsible for what happened next but I’m afraid I cannot – Graham didn’t know me then! But Graham’s story is one which shows what CAN happen when you get the message about PR.
A simple press release went out detailing his award with photograph. In terms of cash spend – the most this would have cost him was £500, probably less.
Graham Hill gets the award for Enterpreneur of the Month for the second time in 2012.
In Graham’s words this is what happened:
1. the Thames Valley Chamber of Commerce then invited me to speak at their lunch which led to a couple of sales enquiries.
2. Then Executive Television, which produces 30 minute documentaries on business and entrepreneurial subjects (aired on Sky information channel 212 and BBC/ITV digital) got in touch.
3. We have just completed the filming, one of four companies interviewed about “Effective Business Communication” Once they have a date to broadcast they will email 5000 IOD members information etc.
So from one little press release we have positioned our business as opinion makers / formers.
What will this publicity be worth globally? What would it have cost if that documentary was turned into advertising space? Four firms featured in 30 minutes – let’s say, conservatively you’ll get seven minutes air time – thousands and thousands of pounds.
Not all press releases will have the same effect but sooner or later one could – and once you are established as a leader in your field in your area, a commentator on your sector, the sky can literally be the limit. And hopefully you’ll take your friendly neighbourhood journalist along with you……
Today, I decided to talk about a week where social media has really started to show its power.
I’ve been taking social media seriously now for the last two years, sometimes feeling as if I’m too embedded in a virtual environment – a bit like that scene from the Stargate movie where they put their heads through the ‘watery’ porthole which sucks them in….
But I think it’s paying off in so many ways. First and foremost it’s the friends I’m making all over the world – I can’t believe that someone from Singapore, or San Francisco finds anything I say remotely of interest. This week, I’ve connected with Jason in America (no I’ve never met him) and we’ve decided to mutually appreciate each other for a month. So choosing positive key words to describe someone you’ve never met – and probably never will – across Twitter. Might seem a bit pointless but it’s strangely fun and all in the best possible taste.
Also I’ve been flagging up a DIY PR event we’re holding in the south west next month for women in business. I had four inquiries on the first day I started tweeting about it. I wasn’t expecting that!
With my even more business-like hat on I’ve got two lots of paid work in the last two weeks purely through messages put across on social media. How did that happen? I think it’s a question of engagement and being there – that simple, replying at the right time. And, of course, we are good at what we do…
None of that covers the countless RTs we’ve enjoyed and I’ve enjoyed from people all over the place – as you can tell Twitter is my favourite site though I’m also active on Linked In and Facebook.
On the downside I did have one nasty attack as well. Someone thought it would be funny to call me names – I didn’t know this person so I just blocked them. After saying ‘sad little man’ – if, of course it was a man at all.
Get tweeting – don’t be afraid to show off a little….
All in all, I’m enjoying my time online and it’s paying off in unexpected ways. Long may it continue….
This week, rather than a rant, I thought I’d share some good news with you. We have already added two new clients to our bourgeoning business this year. It’s all very exciting and it’s still only the end of January.
It’s a strange thing building a business. You would think that it would happen in a steady stream with one customer coming along to follow another but the reality is that sometimes there’s a drought and then all of a sudden there’s the promise of a glut. Obviously a lot of work goes on behind the scenes to get those clients and, as Fiona wrote in her last blog, there’s been plenty of networking going on with us.
That’s been our attitude this year. We’ve been very proactive, getting ourselves out there, meeting potential clients, interacting with new people and simply talking about the business. There’s been plenty of self-promotion and it’s begun to pay off.
We’ve learnt that when business is quiet the worse thing to do is go underground, blaming anyone or extenuating circumstances for the lack of work. We are in a very challenging working climate at the moment, where people tend to be cautious about spending money, but I think that if you show that you can help a client with an aspect of their business by providing a skillset that they don’t have in house, then there is a market for experienced freelancers and small companies to fill that gap.
Despite the economic climate there are lots of small businesses out there – we know because we meet the owners – and they all need different skills to expand. It can be graphics, accountancy, personnel expertise or if we are lucky to be in the right place, PR, writing and film making. I keep meeting more and more specialist skilled freelancers, perhaps because of the amount of redundancies going on, but these are people who are keen to take the leap to work for themselves.
This year is going to be very interesting, seeing clients increase their business through the skills we provide and seeing our business expand in equal measure. It could be a very good year all round.
Sue and I have just attended a networking event in Swindon which we regularly attend.
We like the event’s very relaxed, social atmosphere and had invited a client along too (Tailored For You). When I arrived, Sue and our client were chatting away happily – and not with each other. Always a good sign.
If you’re wondering, the event was run by Business Scene.
There’s a guest speaker at every event and this one was no exception. This time it was a marketing expert sharing tips about how to make marketing, selling, business enjoyable and easier. Lots of good stuff in there and I’m glad to say that Sue and I felt we’d already, quite naturally, employed some of her tactics.
But it made me think. Should I be a guest speaker?
One of the tips was to tell personal stories – what personal stories would anyone out there want to hear from me? Well, as a journalist I’ve had a varied and interesting career. I’ve probably got stories coming out of my ears. But could I talk about business, SMEs in particular? I thought tonight I’d have a go.
As a business person, I get loads of stuff through my door inviting me to this free business seminar, or that business event – and when I see these flyers they are soon decorating my orange box. Do you feel like that? Is the word business a turn-off? What do you think a journalist thinks?
When I was told I was to be appointed business editor of my local newspaper in the mid-1990s, I almost stifled a yawn. How dull would that be? A more senior role writing about dull and boring stuff.
What I learned was that business isn’t actually dull at all – not when you realise you are writing about PEOPLE who happen to be in business.
You are writing about events which are organised, attended and enjoyed by PEOPLE. A human face can be put on almost anything.
It was at that time my job to go out and do that very thing. Tell business stories in an interesting way. Then there were multiple reporters on the newspaper. Today there are a handful. If businesses want publicity, more often than not, they need to blow their own trumpet or they won’t be noticed by any journalist.
If you look at your business and you think ‘who will want to read about my work, my company, it’s so mundane’. STOP IT! Your stories are all before you, if you just take the time to look. It’s about PEOPLE, it’s about ‘QUIRKY’, it’s about ‘UNUSUAL’. Put a human face on your business and you are a long way towards having a news sense.
Don’t forget pictures too, especially moving ones – essential for some businesses eg. hotels, venues. Moving pictures are becoming more and more important – think social media, think You-Tube, think about the choice that consumers enjoy today.
think people, think quirky, think pictures...
And of course, if writing or pictures are not for you, you may need a Sue or a Fiona to help – (sorry had to get that plug in!)