The small business landscape in Australia - 2015

In a report prepared this year, 2015, for the Reserve Bank of Australia, researchers looked at some of the major challenges faced by small business. The report presented a nice snapshot of the small business landscape as it appears at present in Australia.

The report not surprisingly found that the failure rate of small businesses is significantly higher than that of large business ("large" being defined as those businesses having greater than 200 staff)

A definition of "small business"

The report used one of the most common definitions of "small business" here in Australia as ".... an entity which is independent and privately owned and which employs less than 20 staff". If they are actively trading, then these entities will require an ABN - which in turn enables the ABS (Australian Bureau of Statistics) to gather and collate data to gain a demographic profile of small business. In practice, most small business owners "manage" their business and closely control it's operations.

The wide range of small businesses in Australia

The small business sector in Australia comprises three broad parts. One part provides a range of professional services to other businesses and households such as tradespeople (electricians, plumbers, roofers, landscapers, painters), mechanics and auto sales dealers, skilled professionals (lawyers, accountants, financial planners, consultants), doctors and dentists, other health and exercise practitioners, real estate and insurance agents, information technology providers and tourism-related businesses (bed and breakfast facilities, tour operators).

Another part represents various types of retail outlets, including small shopkeepers (grocers, petrol stations, hardware, hairdressers, beauticians, newsagents, jewellers, dry cleaners, small clothing, home and hardware stores) and processed food and drink providers (liquor stores, bars, take outs, restaurants).

Finally, there are a number of companies that produce a range of niche and other goods in the manufacturing, construction and agricultural sectors

Most owners of small businesses are "self-employed"

The Reserve Bank of Australia report identified that there were over 2 million small businesses that were actively trading in Australia. This figure represents over 95% of firms trading in the Australian economy - of which more than two-thirds do not employ staff (ie. the owners are "self-employed"). And one quarter employ 1- 4 staff, and are defined as micro-businesses.

Furthermore, the report identified that over one-third of small businesses are trading within the "business services" industry.

Small business contribution to the economy

In terms of employment, the small business sector is a substantial employer - in many industries small business represents the biggest employer.

In regional and rural areas around the country (outside of the mining industry), economies of scale are reduced and do not offer large business the same advantages as what they do in metropolitan areas - so it tends to be small business that is delivering services and goods.

One of the most interesting points the research found was that although the actual amount of R& D expenditure of small business was understandably less than large business, the actual number of firms engaged in "innovative activity" was greater in small business. Over 85% of small business firms reported that they were engaged in some type of innovative activity. This represents a large number of entrepreneurial innovation activities and as such the small business sector can be an important source of bringing new products to market.

The motivation of the small business owner

The report ( The Economic Trends, Challenges and Behaviour of Small Businesses in Australia  )referred to recent research in the United States which identified three of the most common  motivators for those entering small business .....  Typically it was a life-style choice, where the establishment of the firm is driven by either one or a combination of the following -

1. A desire to be one’s own boss,
2. To have more control over the hours of work,
3. To engage in a passion and hobby, that also produces income

A low survival rate for small business

Many of us have heard that there is a disturbing high incidence of "failure" in the small business sector. Anyone running a small business, particularly those in the retail sector, will tell you that it's tough and that selling prices have come under intense pressure. Hence the number of "sales" and "huge discounts" regularly advertised now-days - great for consumers, challenging for business owners. Small business have scaled back both their hiring and their capital spending - playing it cautious.

The Reserve Bank report identified that  "..... less than half of the firms that were established in 2009/10 are still operating" Although some of these figures would likely represent owners who had decided to retire, and some businesses that may have merged - the report concluded that the vast majority of these businesses that are no longer operating were the "consequence of business failure". It is debatable however, whether this is indeed a valid conclusion. Mind you, in the same way, it could be said that just because a small business continues to operate and trade, it does not mean that it is doing so successfully.
 
Challenges faced by small business

The report confirmed some of the major challenges faced by small business owners and which were contributing to the high exit rate ....

1. Unpredictable fluctuations in demand, typically associated with fluctuations in economic conditions and consumer confidence 
2. Cash flow strains - with customers delaying or defaulting in payment
3. Difficulty to compete on prices against larger businesses who are able to take advantage of economies of scale. This advantage id not limited to production and procurement costs, but extends to costs associated with compliance
4. Access to and availability of capital which can limit, or at least delay investment and expansion plans
5. Management deficiencies - with technical experts taking on responsibility for things like staff recruitment and staff management, financial management and marketing - areas in which they lack capability and have received inadequate training
6. Succession planning

More small business statistics

An  additional report that was prepared for the Australian Government Department of Trade (Dec 2012) provided some further statistics on the entry and exit rates for small business. At the time that report was written, it was interesting to note that the highest number of small business entrants were located in New South Wales, followed by Queensland ahead of Victoria.

Conclusion

So what can you take away from this report - particularly if you are a small business owner?

Well, you probably don't need a government funded report to tell you that running a small business isn't all a bed of roses. It confirms though, that there is no room for complacency as a small business owner - one of the keys is to keep on learning and improving. This allows you to adapt to changes in the marketplace. And the report is a reminder of the need for resilience and mental toughness 

But if you are new to small business, let me say this. If you find there comes a time in the future when you do need to exit the business - do NOT regard this as a failure. The failure would have been to never have attempted it. And you will have learned from the experience - so that next time, you will be wiser and better prepared should you decide to commence another business. It is a fear of failure that prevents may people from trying new things - so regardless of whether you achieved the business goals you set for yourself, never-the-less congratulate yourself for having the courage to invest in yourself.

It may well be that one of the lessons you take away from an unsuccessful outcome is the need to gain more mentoring and guidance from experienced business people to help you launch your new business next time.

Business incubators have become an increasingly utilised resource that provide both physical locations for start-ups, as well as networking opportunities with other entrepreneurs. Small business accelerator programs are also offered throughout Australia that support entrepreneurs take their ideas and commercialise them to the next level.

In closing, let me say that a smart business person knows when to walk away from an unprofitable venture. And as Richard Branson says "Business opportunities are like a bus - if you miss one, don't worry because another one eventually will come along"


About the author
Brian Carroll is the founder of Performance Development, a training business in Melbourne, Australia.  He is an experienced management coach with a passion for helping people achieve their goals in life and business. You can find out more about Brian at his Google + profile

For Entrepreneurs -- The inner game of business

Self-awareness is essential to succeed as an entrepreneur

When you're preparing your business plan, you do a careful assessment of the external business environment. You look at your target market, your current competition, ease of entry for future competitors, consumer trends, and how you will differentiate yourself from your competition..

Well, that's all well and good. It's essential, no question about that. But just as important as understanding the dynamics of your external environment is understanding the critical dynamics of the "inner game" if you want to be successful in business. You've got to have self-awareness to succeed.

What am I talking about, you might ask? ....... In the same way that you look "outside" and study your competition as part of preparing for potential threats to your business, so too you need to look within. You need to check  "inside" and see if there are any obstacles that  could get in the way of you enjoying success as an entrepreneur. Here are three to watch out for ....

1. Procrastination & "over-thinking" it

Investigate, analyse, plan, act and review ...... Isn't that how it's all meant to go? Except the problem with procrastination is that we can get stuck in the analysis stages - thinking, thinking and then maybe doing some more thinking.

Hey, by all means make sure you've got all of the information that you need - and think through the risks and the various permutations - but there comes the time when you've got to recognise you've done enough research and it's the time for action! Otherwise it becomes paralysis through over-analysis.

So what can underlie procrastination? ..... Sometimes it can be the fear of making a mistake. Sometimes, it can be waiting until we feel we've got the "perfect" plan or product, so that we won't make a mistake.

But so often in business, there can be advantages in being "first to market" - there can be recognition and profile in achieving this. Although obviously this should never mean delivering a shoddy product that will damage customer goodwill! It does mean however that you don't want to continue to delay release of your product whilst you keep on refining and  incessantly adding further enhancements to the design. Quite often product design enhancements can continue to occur after release, as long as the product has been functional and offered value in the eyes of your customer. In other words - you don't necessarily have to wait for perfection.

Innovation is not about coming up with a good idea - it's about acting upon the idea. A good idea is worthless until its converted to action. And if you are able to achieve "first to market" then at least for a while, your rivals will be chasing you whilst you have been able to gain important market share, as well as build some brand loyalty.

2. Impulsiveness

Then there can be a quite different type of inner obstacle at the other end of the spectrum - action without adequate thought or analysis. This can be the entrepreneur who is driven by an uncontrollable sense of urgency - and the fear that someone else will steal their idea and get to market "first". At the extreme, it's like jumping out of a plane with a burst of adrenaline, and later checking on the way down if you've got your parachute on properly, if at all. It's captured in the old phrase "Ready. Fire. Aim"

Other times it's just the passion and enthusiasm of these entrepreneurs that creates this overly-optimistic expectation that the market will love their idea or product - what's not to love!! ..... So they recklessly rush to market neglecting any proper due diligence in testing the concept and may risk over-capitalising in the business before realising they've seriously over-estimated the level of demand or under-estimated the strength of their competition. .

3. Worry and anxiety

There are many variables that you can encounter when you're starting-up and running a small business. Some things are outside of your control - whether it's the state of the broader economy and it's influence on consumer confidence, or even the weather itself (flood or drought) and it's impact on your operations. Interest rates, fuel prices, the reliability of your internet service provider are some other examples.

There's stuff that happens that we can't control and to which we must be able to accept and adapt.

As an entrepreneur, one of the toughest lessons can be learning not to worry about what "might happen". We simply have to focus on what we can control. If the market changes - then we pivot. Sometimes we will alter our tactics - sometimes it requires a bigger adjustment and our game plan and strategy must be altered.

But the point here is, there's no benefit thinking and dwelling on what can go wrong. We prepare a contingency plan of course .... But then we've got to control our mind and our thinking, so that we don't lose sleep imagining these worst-case scenarios. We identify the risks - but we also step back and assess their likelihood and probability, so as to keep some perspective. So do not allow your mind to regularly indulge in fantasising about what can go wrong.

Otherwise it's like carrying around a little imp on our shoulders who keeps whispering in your ear negative chatter that fuels your fears and escalates your anxiety. Remember, your mind is meant to serve you  - in the same way as your car does. After all, you don't climb into your car and let it take you where it will. You drive the car, you determine the direction you want to go. Same with your thinking - take control.

Besides, I'm often reminded of the Mark Twain quote 

"I've wasted half my life worrying about things that never happened"

Winning the inner game

There's no point beating your competition if you can't also win the inside game. It takes self-awareness, a healthy level of emotional intelligence and a dose of humility to continue to work on improving yourself.

Ever seen someone winning a race - several strides ahead of their nearest competition. And then they stumble just before the finishing line? And there was absolutely nothing on the track that could have caused them to stumble ..... Or have you ever seen a tennis player just a point away from winning the match, who had been serving superbly throughout much of the game - and yet all of a sudden, double faults on match point up - then finds a way to lose

Well, I would say that fear of success might just possibly have come into play. After all, you've got to feel deep within that you deserve to be successful and that you deserve to be happy - otherwise  unknowingly you will find ways to sabotage yourself.

The inner game, the mental game, is one that you can't afford to ignore as an entrepreneur. Mental toughness is an essential quality to cultivate. Whether it's to help you achieve your goals in life, sport, or business, the psychology of the inner game adds another dimension to success that you need to seek to understand.

About the author
Brian Carroll is the founder of Performance Development, a corporate training business in Melbourne, Australia.  He is an experienced management coach and a qualified psychologist, with a passion for helping people achieve their goals in life and business. You can find out more about Brian at his Google + profile

Small Business Success Story - and it all started in his bedroom

Hey, if you’re a budding entrepreneur then you’ll be inspired by this story.

In 2002, picture a young guy with a passion for music in the small bedroom of his home helping struggling musicians prepare their tax returns after work. Gradually, word-of-mouth referrals evolve to a point where he quits his day job and starts up a small accounting business.

Fast-forward some 13 years later and Tom Harris is running White Sky, a company that employs over 30 staff and is based in a spacious 2 storey commercial building in Collingwood (Melbourne), with another office in Sydney. His company is recognised as one of the industry leaders in offering accounting and business management services for many of the leading musicians, record labels, venues and performing groups within the entertainment industry, not just here in Australia but in the U.S and Europe as well.

So, what’s his story? Read on …..

1.   Tom, what initially inspired you to start your own business?

In the early days it was the idea of freedom that appealed to me. I was 25 when I started White Sky, I had a pretty good work ethic and I enjoyed a challenge. I didn’t particularly like the idea of having to adhere to someone else’s rules. I guess it was a classic “rebel without a cause” scenario.

When it came to deciding what sort of business I wanted to start, I just wanted to work in the music industry. I didn’t know anyone in the industry and I wasn’t sure what I wanted to do exactly, I just wanted to be around other people who were going to gigs every night and were happy to talk about music all the time. I’d worked as a bookkeeper in another job and I knew the essentials of it, so I saw starting a music bookkeeping business as an ideal way in.

It sounds all pretty laid-back at the start, but it didn’t take long before I became quite obsessed with building the business. I worked nights and weekends and thought about it constantly. I felt that I was in such a privileged position to be working with these cool bands … I was determined to impress and I hated letting anyone down.

It’s funny looking back, but I think that it was this attitude that actually paved the way for the sort of client-focussed culture and commitment to service that is integral to the way the business operates now, almost 13 years later.

2.   What have you found to be most rewarding in running your own business?

Without a doubt it’s the people I work with. I just love being a part of a great team of people who share a common goal.

In part it’s also the professional development aspect of managing and leading a group of staff. I gain enormous satisfaction from seeing people be challenged and learning and growing from their experiences here. To offer them opportunities that help to improve their skills and build confidence in their own capabilities is very fulfilling.

And then there’s the personal level….. I love seeing a new person join the team all nervous and quiet at the beginning - and before long they’ve made a heap of friends and they’re really into the job, the company and what we’re all about.

I gain a deep sense of satisfaction in feeling that I’ve helped create a culture where people come to work here every day and we are having a positive influence on who they become as people.

3.   What’s changed in the way you market the business from the early days, compared to now?

The old saying ‘it’s not what you know, it’s who you know’ is very true in an industry as small as the Australian music industry.

So “marketing” in the early days was either word-of-mouth or me going to gigs and meeting people and talking about White Sky.

Once I’d built up a bit of a client base I got a website which basically just explained what I did and listed my clients. That’s all I needed. I could just direct people to the website and once they saw that I worked with people they knew or with people they’d heard of, then they were sold.

And over the years, in some ways things haven’t changed all that much. The website is still essentially the same - and word-of-mouth still accounts for the vast majority of our growth, only now ‘the brand’ takes care of the ‘sales’. 

I didn’t know it at the time, but one of the smartest things I did in the early days was creating and promoting the brand ahead of myself as an individual. It meant that as we grew, the reputation I’d built personally was transferrable onto my staff.

It might seem obvious now, but that wasn’t what most people were doing at the time and in hindsight I think that played a big part in allowing the business to grow so quickly.

4.   You’ve been working with a business partner, Paul Luczak, for around 8 years. When and why should a small business owner consider taking on a business partner?

The best part about having a business partner is having someone to share the wins with. Running a business is a really hard slog, a lot of thankless time and effort goes into it and it’s important to celebrate every success you have along the way, no matter how small. Having supportive family and friends is great, but having someone who’s right there in the trenches beside you makes it a lot more enjoyable.

Paul coming on as a business partner was a pretty gradual thing. He was an employee for the first 4 or 5 years of his time at White Sky and as he learned and developed his skills, he became more than just an employee. He was someone I could bounce ideas off, someone I really trusted and relied upon. He was also really focussed on the growth of the business and not just his own role, so that made running the company together more enjoyable.

So bringing Paul on as a partner wasn’t just a clever tactical decision - although it was great for the business - it was also about creating an opportunity for enjoying the journey.

5.   You’ve achieved an enviable rate of consistent growth in your business Tom ...... And yet growth can bring its own separate challenges. What have been some of the “growing pains” that you’ve experienced?

There was a 2 year period around 2012-2014 where we were growing at a rate of about 1 new employee every 6 weeks. There were a lot of logistical difficulties with that in terms of cash-flow, office space, etc.  But by far the hardest part was the training.

We place a lot of emphasis on delivering a high standard of service to our clients, so bringing on new staff at that rate while still ensuring all the work being done was at the level required was a huge challenge. We got through it because we have some really amazing, committed staff who have been with us for a while now - we asked them to step up and they did.

6.   What final tips would you offer to the budding entrepreneur or the small business owner still in start-up phase?

It’s no secret that to build a successful business you need good people around you. But it’s easy to lose sight of that when things are going 100 miles an hour.

Take the time to find really great people who are willing and capable to take on responsibility, not just do your leg work. That way, you won’t burn yourself out and you can instead focus on the bigger picture.

Whether that means bringing on a partner, or just hiring really good people and keeping them happy, it’s vital that you don’t try to do it all yourself.

In my early days, I probably took on too much and in hindsight if I’d been able to delegate better, I’d have had more time to focus on improving systems and services which would’ve saved a lot of headaches during the growth spurts.

I think for many entrepreneurs, learning to let go of some of the control and trust the people around you can be a big lesson. And that would be my final piece of advice – be prepared to keep on learning and improving – you can’t afford to become complacent

Thank you Tom – I think you’ve offered us some great tips. Following up your point about the importance of delegation and trusting your staff, for those readers wanting to learn more about this essential leadership skill, then check out "How to delegate"
 

About the interviewer
Brian Carroll is the founder of Performance Development, a training business in Melbourne, Australia.  He is an experienced management coach with a passion for helping people achieve their goals in life and business. You can find out more about Brian at his Google + profile

How a start-up small business went international, in less than a year

It's every entrepreneur's dream to grow their small business and gain an international base of customers as well as a prominent media profile, wouldn't you say? ....... But what about achieving that dream within your first year of starting-up? 

Well, here's the story of a woman who worked in the corporate arena for many years and found a way to successfully commercialise her passion through establishing a career counselling business, Career Oracle.

Based in Queensland, Australia , Kate Middleton (no, not Prince William's wife) is the founder of a business that helps people to identify their skills, interests and strengths - and then go on to locate and land the role that is in alignment with these.

Kate has achieved a remarkable rate of business growth in a short period of time and therefore I was confident would be able to share some useful tips with us .....

• Kate, what was the motivation behind starting your own business earlier this year?

For me, starting my own business was about following my heart and commercialising a passion project. By way of background, prior to launching Career Oracle, I enjoyed 12 years’ experience, mostly in senior management level Project, Quality, Change and Business Development roles. I loved it and I was good at it. However, drawing from my own personal experience, I identified that talent that can excel in one company may not thrive at all in a new environment.

I wanted to help people find happiness and engagement in a job that they love by creating a tool that helps them not only assess their own personal value proposition; but also assess the companies that they are applying for jobs with. I wanted to help people determine how likely they are to thrive in their new environment and make an informed decision.

On top of my assessment tool, I started helping friends, family and colleagues to identify their proven achievements and then write amazing resumes, cover letters and complete detailed interview coaching catered specifically for the jobs they were applying for. My friends and I ended up achieving an uncanny record of success using my various models, so I decided to launch the website and social media channels earlier this year (2014) as a side business.

 

Within 6 months I had achieved so much scale that I had to leave my corporate job and start building a team. I now have market reach all across Australia and have serviced clients in Dubai, India, Pakistan, Singapore, Japan and the US.

• How would you describe your experience during your first year of business – and how does it compare to what you’d anticipated when doing your business plan?

I am currently at the 8 month mark and there have been so many wonderful surprises. In terms of all of the traditional elements of my business plan related to launching my website and social media channels and building an audience, this has all gone to plan. My expansion strategy based on marketing, PR and building strategic partnerships have also thankfully been executed to plan.

The two biggest things I did not anticipate were firstly the rate of growth and having to employ a team so quickly. And secondly the emergence of new customer segments that I had not originally accounted for.

I now know that it is really important to set ambitious targets so that you continue to achieve momentum and push yourself. Don’t be afraid to think big! 

The other element is, if the market opens up new opportunities for you and customers from a new demographic present themselves – seriously consider adapting some of your model to cater for them. This is what I have done for my international clients and it is definitely paying dividends.

• In a relatively short period of time you’ve succeeded in gaining quite a profile in the media – what have you found to be some of the keys to doing PR effectively?

Thank you; it has been a really fun ride. As with most effective business relationships there needs to be an element of mutual benefit. This is the approach I have taken with PR. Instead of just focusing on the hard and direct business plug, I have also contributed articles to publications that are representative of some of my core customer segments. This has been done to position myself as a subject matter expert in my field and provide some free of charge, value added information to the people who might typically use my service.

It really pays to sit down and have a think about which online, print and radio publications best represent your target audience. From there, review the articles they publish to understand some of the angles they prefer. PR does not just need to be about a direct grab on your business.

You could contribute tips around your area of expertise, pen an inspirational story about your entrepreneurial journey or participate as a business in magazine offers and giveaways. Do remember to request a direct mention of your business name and provide a live link to your website for inclusion in any online articles. Another great approach is to subscribe to media “Call Out” sites such as Source bottle. This will alert you to opportunities to contribute to, or be featured in various media stories and articles related to your product or service.

•  What’s been your biggest challenge?

My biggest challenge has been replicating and scaling up a business model that was essentially built around my own core business acumen and personal insights into corporate Australia.

Even with the best systems, great templates, wonderful qualified staff and processes focused around service – there are some things that simply cannot be taught. That will continue to be my challenge and biggest opportunity to solve over the next year. I am now entering into a new phase where I will be pitching for funding to create really innovative mechanisms and online tools that allow others to complete a client assessment as closely to what I would do as possible. This will also be crucial in achieving the international scale I am gunning for.

• So far, what have you found to be the most cost-effective marketing strategies for your consulting business?

I am a bit of a risk taker and am happy to go hard and invest hard to get the right outcome so am still assessing which mediums are most cost -effective. I have found the ROI on SEO quite good and that is definitely something I will continue to invest in as part of my expansion strategy.

The best, most cost-effective marketing strategies really will vary from business to business and across industries. I think the better question to ask yourself as an entrepreneur is; which marketing channels yield the highest conversion rate for me and what is the cost ratio of that converted lead?

For example, many business owners take a diversified approach and leverage social media and email marketing systems to send out offers and build brand awareness, however converting a Facebook, Twitter or email marketing lead into a paying customer is typically very low (1-2% uptake). For that reason, I would recommend thinking about who your customers are, what mediums they are most likely to be engaged with (online, email, print, radio, television) and then build your strategy and budget around that.

• What advice would you offer to budding entrepreneurs, the ones who are still undecided about whether the potential rewards are worth the risks of starting their own business?

What does your life look like in 10 years’ time? Do you dream of working for yourself or someone else? Do you picture having a family and therefore would you like more flexibility? Are you comfortable with a certain level of risk?

Be clear on what your life feels like and then you will have your answer.

Finally, it is a bit cliché, but you will never look back on your life and regret the things you did do, it will be the opportunities that you missed out on that will weigh on your mind. You only get one shot at life, if you believe in your idea, there is a market for it and it sets a fire in your belly, just go for it!

• Any final tips for our readers?

Be nimble, test new approaches, learn quickly, fail fast then try again. No one is going to get their business model perfect on day 1, but as long as you apply a continuous improvement mindset and always focus on great customer outcomes, you really can’t go wrong.

To that end, it also really pays to take a day out every few months to focus on strategy. Get away from working in your business and devote time to work ON your business. Look at your company / service through a critical lens. If you were an external business consultant looking into you and your team what would you change, optimise, systemise, get rid of or improve upon?

Many thanks to you Kate, for sharing with us your thoughts and experience on growing a small business. Although based here in Australia, your success in achieving an international profile and gaining clients across the Middle-East , Asia and the U.S within the first year of starting your consulting business, can be an inspiration to other entrepreneurs.

 

About the interviewer
Brian Carroll is the founder of Performance Development, a training business in Melbourne, Australia.  He is an experienced management coach with a passion for helping people achieve their goals in life and business. You can find out more about Brian at his Google + profile

How to write quality content for your small business blog



Experts tell us that it’s not enough now-days that your small business has a website. You also need a blog!

Blogging will strengthen the SEO (search engine optimisation) of your website that can help to improve your ranking, because search engines love fresh content. Blogging will also enable you to engage and build relationships with your customers. And it will help to consolidate your profile as an expert.

While it’s all well and good to be sold on the benefits of blogging, but how do you find the time? Where do you find the ideas and content for your blog? And how do you write and present information that actually appeals to your readers?

In a nutshell, you’ve got two options. You can either get a copywriter to do it for you. Or you can grit your teeth, schedule some time and do it yourself.

If you opt for DIY – either to keep costs down or because you think you might actually enjoy it – then read on. You’re about to get some useful tips on how to write great copy for your blog.

I recently had a an interesting conversation with Vikki Maver, who is the founder and owner of RefreshMarketing - a Melbourne-based business that specialises in writing content for small and large organisations. Vikki is a writing expert with close to 20 years’ experience in creating quality content for both print and digital media.    

I asked Vikki to share some of her experience in starting and running a successful small business – and also for some advice for those of us who struggle with writing compelling content.

1.      Vikki, what initially motivated you to start your own business?

I’d love to tell you that it all began with a big vision and a business plan. But it was less glamorous than that.

In 2003 I left a stressful corporate job and wanted to take my time finding a new role with more work-life balance. So I let my professional network know that I was available for freelance work in the interim. (These were the days before LinkedIn!) And suddenly, I had all this work. I couldn’t believe it. I never knew there were so many businesses out there looking to engage a trusted marketing and copywriting professional.

Then once I had a taste of self-employment, I knew the corporate world have to wait. I enjoyed making my own decisions - and I loved working with people and on projects of my choosing.

Now as a mum of two school-aged children, the flexible hours associated with running your own business are invaluable. And the creative outlet is a god-send.

2.      What is the most common mistake that you see business owners make in their attempts at writing copy and content for their websites and blogs?

The biggest mistake is not recognising that - like most things in business - writing is a skill. People wouldn’t try to set up their IT systems without engaging an expert. Yet they try to write their own content without any training or advice. And that can be dangerous.

Businesses with poorly written websites and blogs risk their reputation and turn people away every day. Who knows what that could be costing them in lost sales and missed opportunities?

Your website and blog reflect your brand. They’re your window to the world. If your content is unclear, verbose and full of jargon, people will disengage. And if it’s littered with spelling and grammatical mistakes? Well, your credibility is lost in a nanosecond. Why would anyone choose a company that is slap-dash and unprofessional?  

Many business owners think they can’t afford to hire a professional writer or fund a writing skills training program for their staff. But I would ask: can you afford not to? 

At the very least, I would encourage small business owners to ensure any content they write for their blog or website be edited by a professional.

3.      What are some of the ways business owners can come up with ideas for generating “interesting” content for their blog? 

 

When I began my blog, I was worried about not having enough to write about. But now I have the opposite problem. I never seem to have enough time to put all my ideas in writing.

If you are an expert of any kind, you already have a wealth of blog articles in you. You just don’t necessarily realise it.

This is how it usually works for me.

When I meet with a client or prospect, I often find myself giving ‘spontaneous advice’. It could be about their brand positioning, their e-mail strategy - or how to plan an effective direct mail campaign. Although what I’m saying seems like common sense to me, it’s often insightful and eye-opening information for them. And that’s when I know I have my next blog post!   

Just remember that your blog is about sharing your expertise. Expertise that you already have. 

You will likely find inspiration for a blog post by reflecting upon your experience in your business. Think about an interesting problem that you've helped a particular client to resolve for example - there could potentially be a blog post sharing that story as a case study.

Many people love to read about real-life human stories. They like useful tips and tools, and "How To ..." easy-to-read articles that are simple and concise ..... So start writing!

4.      If I can shift our conversation away from writing copy to a broader topic – marketing and how to “stand out in a crowd”…... What marketing strategies have you personally found most effective in growing your business over the years?

Most of my work comes from existing clients and referrals. So I focus my marketing efforts on building a professional online image that I am proud of. I believe that keeping my website and LinkedIn profile current, credible and engaging is critical to my sustained success.

These days people rarely contact a company or business professional without doing their research first - even if they’ve been referred to you from a trusted source. That’s why your brand’s image is so important.

Even if you don’t have a large marketing budget, never skimp on a professional website, blog and social media profile. First impressions are everything!

5.      Are there any final tips that you can share with business owners about writing good content that will connect with their customers?

The fight for attention in today’s world is fiercer than ever. It’s never easy. And if even when you do manage to grab people’s attention, you’re still only half way there. You also need to ensure your messages are read, understood and believed.

And that’s easier said than done.

But hopefully these three quick writing tips will get you on your way....

1.      Keep it simple: Ensure your writing is clear, concise and easy to scan. Keep words simple, sentences short, paragraphs brief and headlines crisp. Many people believe that big, fancy words make them sound intelligent. But in reality, they detract from the clarity and impact of your writing.  

2.      Ditch the jargon: Every sector has its jargon. But acronyms and technical terms specific to your industry intimidate and alienate outsiders. So take a step back and reread your content through the eyes of your audience. What jargon can you remove to make your message clearer?

3.      Focus on your reader: This may come as a shock to you, but it’s not about you, it’s about them! Don’t bombard your customers (readers) with statements all about you. Instead, keep them front-of-mind for your writing. Show that you understand their problems and pains; their fears and insecurities. Show that you value their ambitions, passions and dreams too. You’ll strike a stronger connection with your audience if you can focus on providing practical, useful information that helps them either solve their problems or achieve their goals.
 
Thank you to Vikki, for sharing some of her experience with us. Four more quick blogging tips that I would add to Vikki's advice would be....

I)  Choose a "catchy title", one that grabs attention, but also encompasses the keywords you want your post to be found for. From an SEO point of view, the title is one of the most important on-page factors that search engines assess. (See SEO Tips for more information on ranking well with Google)
ii) Most people prefer a friendly, conversational style of writing, rather than one that is "lecturing" or dogmatic.
ii) Develop original content - there's no point simply saying what everyone else has said. Add your own unique perspective or twist to it. Write a knock-out quality post and chances are that it will be shared - and others will link back to it and your readers will become regular followers.
iv) Have a nice clean format, with an uncluttered lay-out and good visual appeal. Sub-topics, sub-headings and a relevant image will definitely help break up a mass of content into much more digestible chunks.

Here's a short video clip that reinforces key ideas around writing good quality content for your blog posts ...

 

About the interviewer
Brian Carroll is the founder of Performance Development, a training business in Melbourne, Australia.  He is an experienced management coach with a passion for helping people achieve their goals in life and business. You can find out more about Brian at his Google + profile