Lucy Thornton « oh my! handmade goodness

Lucy Thornton

Five Valentine gifts that you’ll truly treasure

Friday, February 10, 2012

What do you want for Valentine’s Day this year? A box of chocolates? Flowers? Underwear?

I’m hoping for a quiet afternoon in the pub with my husband and the Sunday papers. And I’d love all the photographs from our wedding (which was in 2006… ahem) to be stuck in albums, with witty and memorable captions written under each.

(I’d also like to be able to fit into last year’s jeans but that’s not going to happen any time soon.)

Whatever you wish for this Valentine’s Day, whether you have an adoring partner or not, here are some gifts that will help keep your creativity and motivation on track until next year:

1. Time

There is simply never enough time to do everything on the to-do list. So for this Valentine’s Day, make time for yourself – set aside as little as an hour a week to:

have a bath and read a book
call your mum for a chat
go for a walk in the sun
make play dough with your children
plant some Summer bulbs in the garden
bake with a friend

Just one hour away from long to-do lists and tasks can recharge your batteries and give you renewed vigour to complete whatever you’re working on in the business, and to enjoy your family and friends.

2. Focus

When you’re juggling a home, a family and a business or job, it can be difficult to find the space to come up with new designs and ideas for new projects or clients.

3. A new notebook

Ever since school, I have adored the feel of a new notebook. Those blank pages just waiting in anticipation of all the lists, meeting notes and thoughts that will come tumbling out over the next few months.

I confess to being a tiny bit addicted to buying notebooks (particularly hardback ones with pretty covers….) so maybe I’m biased, but I always find that a brand new one is enough to inject fresh energy into my day.

Try it – you might like it.

4. A chat with a friend

Working from home can be pretty lonely (today I haven’t spoken to anybody other than the women who served me in the supermarket this morning – sniff).

But yesterday I spent the morning in a local coffee shop sharing a croissant with a bubbly and enthusiastic friend – no, it’s probably not going to help me get into those jeans, but it did give me a fresh take on a new project I’m working on. And we laughed, a lot.

Whether you meet in person or over the phone, talking to a friend can be the best antidote to creative block.

5. New people

If you go to the same places, you’ll keep on meeting the same people. I met my best client at a networking event that I’d never been to before – I was only there because a colleague had asked for some help setting it up, and I was a bit nervous going in as I didn’t know anyone.

But it has led to new work, new contacts and new friends. Treat yourself this Valentine’s Day to a new group of like-minded people. Check what events your local community offers – informal coffee mornings, artists’ brainstorming sessions, business breakfasts.

What do you long for this Valentine’s Day? Share all in the comments below.

PS But if it is chocolate, flowers or underwear, I’m not going to complain!

6 Twitter New Year’s Resolutions for your business

Wednesday, January 11, 2012

Image: Twitter Propaganda Poster from Justonescarf

January is the time of year when millions of us resolve to do things differently.

Eat less.

Exercise more.

Stop smoking.

Launch a business.

Drink less alcohol.

Get to grips with Twitter for business.

And by February, many of us are back to eating cake, lazing around in front of the television every evening, and not understanding what on earth Twitter is all about.

But 2012 is going to be different – it’s the year when Twitter is going to bring you results for your business.

(read more…)

Meeting the makers – an elf’s nine to five

Thursday, December 22, 2011

image: holiday elf print by TheGinghamOwl

This month OMHG editor Jessika has asked contributors to embrace the fun of the festive season and make posts fun – so I caught up with an old friend, Binky the Elf, on Skype, to find out how he manages his creative business in the busy weeks leading up to Christmas.

561-year-old Binky lives and works in Lapland, where he designs and makes traditional wooden toys for Santa Claus to give to good children at Christmas.

Thanks for talking to me Binky. Can you tell us a little about how you ended up making toys for Santa?

“I learned how to make toys from my dad. He was always carving wooden animals for us when we were little, but I wasn’t confident that I could do it for a living.”

“My first job was shovelling snow for the chief elf, then when I turned 100 I decided I had to make some changes in my life and do something that I was passionate about. Designing and making beautiful and unusual toys was a dream for me – but one that’s come true!”

The competition to work for Santa must be enormous. How did you make your toys stand out?

*smiles*

“I wanted to make sure I got his attention. So I carved a wooden model of Santa’s sleigh, complete with elves and reindeer, then I made some tiny toy presents to go inside the sleigh, and carefully packed them in a miniature red sack that my mum made.”

“Then I delivered it by hand to the big guy himself, catching him as he left work one evening. He loved it, and asked me to come and work for him straight away – the model sits on his desk even now.”

What’s it like supplying such a key client?

“It’s a good life. We work shifts in the lead-up to Christmas to make sure we get all the presents ready on time for the kids. I normally do the early morning shift, from 6am until lunch, then a few of us grab a bite to eat in the cafeteria with the reindeer.”

“You can’t get better than working alongside your best friends, doing something you love, and singing along to All I Want for Christmas is You by Mariah Carey.”

We love to take a peek inside other crafters’ creative spaces – can you tell us a bit about where you work?

“All the elves work in Santa’s workshop – it’s a large facility with seven smaller workshops inside.”

“My craft area is in the wooden section, and is the perfect space – I have all my chisels around me, photos of the kids on the walls, and a box of wood under the desk, from birch and oak to pine and beech.”

“But the best thing is there’s no need to pack it all away at the end of the day. I just set my tools down, switch off the little light above my workstation, and head home!”

Your job is very seasonal – can you share any tips on how you manage your workload?

“You’re right that the end of the year is crazy for all the elves, but we make the most of the quieter time in Spring and Summer by revamping our product ranges and overhauling the workshops.”

“In March 2011, I had the time to work on the design for a new wooden kart and it’s been one of our most popular toys this Christmas. Those seasonal lulls are essential to keep the creativity fresh.”

What are you most looking forward to after Christmas?

“I’ve booked a week away in Paris for the family in January, so we’re all counting down to that. It will be nice just to have a little more time to focus on the simple things like watching the Northern Lights and catching up with friends.”

Thanks so much, Binky, for taking time out of your busy schedule to talk to us here at OMHG. Good luck with the end of year rush and have an amazing holiday in the new year. wWe look forward to seeing next year’s new product range.

Follow Santa Claus’s progress around the world online and tell us how you manage the demands of Christmas in the comments below.

The Santa Claus guide to connecting with your customers

Friday, November 4, 2011

Do you still believe in him? Just a little?

I do. And I’m 33.

Santa Claus, Father Christmas, Saint Nicholas – whatever name you know our big jolly bearded friend by, he can teach us a lot about fostering loyalty, word-of-mouth marketing and branding.

Here are some of the lessons from Saint Nick that you can apply to your marketing:

1. He’s gonna find out who’s naughty or nice

If you stop believing in him, he’ll stop bringing you presents.

Quite a simple concept that ensures millions of children all over the world hold onto their belief in Santa every year (despite the efforts of their older brothers, sisters, class mates and cousins to ruin the fairytale!).

And that loyalty is rewarded every Christmas morning (provided they’ve been good, of course) with a sack bulging with gifts, candy and fruits.

How do you reward your best customers? Get creative in making them feel special to foster that loyalty. Offer them an exclusive look at your latest product range, a special discount, or a free gift on their birthday.

If they know you remember them, they’ll remember you.

2. Red + white = Christmas

Father Christmas is a master of brand management. Christmas isn’t Christmas without a red Santa hat, trimmed with white fur, and a full red suit, finished with black boots and a great big white beard.

Wander any department store or high street this month or next and you will be bombarded with the corporate colours of Christmas – red and white.

What are your business colours? Two is a good number, three at most. Carry these through your website, emails, logo, business cards, even your receipts, invoices and packaging to build a brand identity to rival Santa’s.

3. Tell a story

Santa lives in the North Pole with Mrs Christmas. They have reindeer who wear jingly bells on their collars all year round.

Just close your eyes and you can picture it – I bet you can even hear the cold North Pole wind blowing through the trees if you try really hard. Father Christmas has a personality that we all feel we know.

Last week I attended a conference where the owner of UK-based company Burt’s Chips, Nick Hurst, gave an inspiring talk about the history of the business, the people behind it and how it’s developed.

The audience loved it – I loved it. It made the company human, real – just like us.

Make your business more human by putting a little bit of you into your marketing – tell your story, warts and all, and let customers know what you’re working on, what you’re planning, your creative process, where you work.

Social media is great for this – blogging, Facebook, Twitter. Your customers will love you for it.

4. He doesn’t work alone

Father Christmas can’t possibly manage to make all those toys by himself. He needs a team of eager and committed little elves to help but we don’t grudge him that help.

Who helps you in your business? Who writes you marketing copy? Who does your press releases? Who manufactures your products? Who manages your finance? If you’re anything like most business owners, you do everything yourself (come on – hands up if you do everything?).

Take a lesson from Santa and enlist a little help when needed – you may have a friend whose husband is a genius accountant, or a cousin who could write your press releases for you. The release of pressure and extra time will give you more space to get creative and get results with a marketing plan you’ll love putting into practice.

5. Be consistent

Santa Claus shows up on December 25th every year. We know when he’s coming, we expect it and we look forward to it. We like that predictability.

How often do you communicate with your customers?

Oh My! editor Jessika Hepburn is brilliant at this – readers know that there will be at least one post a day. If there was no new content from OMHG in my in-box for a week, I’d seriously worry what was going on!

Tell your customers how often you’ll send a newsletter – let them know when to expect a new product range – deliver on your promise and you’re showing them that you’re reliable and that you do what you say you’ll do.

6. Be nice

Even on his bad days, when he’s tired or has man flu, Father Christmas isn’t going to blank you or snap at you if you ask him whether he’d like a mince pie or a cookie this Christmas eve.

He’s always jolly, always kind.

Inject a bit of festive spirit into your marketing with a sprinkling of good will – perhaps you could offer free postage and packaging one weekend, or you could send a little thank you note to your best customers.

You could even provide a free download on your website that your audience would love – a calendar to help them plan their festivities, a template for a snowman model, a recipe for a gingerbread house.

7. Involve them

Writing to Father Christmas was one of our family rituals every December.

We’d tell him what we’d been up to all year, any big things we’d done (like passed a piano exam, learned how to swim, been on holiday) then we’d finish with a wish-list of presents. He would leave a little note in return, making reference to this year’s achievements, and we’d all feel warm inside.

And then of course he’d bring the presents we’d asked for!

The lesson for marketing? Ask your audience what they think, then respond. Facebook is great for this as you can hold polls and lively discussions very easily.

8. Personalise the message

I always felt that Santa knew me personally. He knew what I wanted, he knew whether I’d been good or not, and he gave me gifts that reflected my personality and interests.

With software like MailChimp and AWeber, it’s easy to personalise your communications too. Address your emails personally, tailor the content to fit the needs of the reader, and make offers that they’ll love.

You just need to look at the likes of Amazon and eBay to see this in action, with their emails that they send every week, containing recommendations based on your browsing history!

It’s not long until Christmas is here, and already I’m seeing big Santa figures dancing away in window displays on high streets everywhere. And I love it.

He’s familiar, personal, caring and I know that his arrival means family, smiles, friends, games, conversation and lots of fun.

Get your customers excited about you and your products and they’ll come looking for you with their orders at the ready, whether you believe in them or not.

5 ways to be interesting online

Tuesday, October 4, 2011

Nineteenth Century designer William Morris was inspired by the world around him – the great outdoors, the green British countryside, and the wildlife. American artist Andy Warhol was inspired by celebrities, sex, fashion and rock & roll. I’m inspired by my funny and charming little boy, my family, friends and creative business people like you.

But how do you come up with ideas for your blog or Facebook page? How do you decide what to tweet to your followers? What inspires your creativity?

Being endlessly witty and knowledgeable isn’t easy (trust me, I’ve tried), so here are some ideas you can use on those dark mornings; you know, those days when you can’t decide what to wear, let alone what to tweet.

1. Go behind-the-scenes

The other day I had the opportunity for a tour of a large book manufacturer, here in Cornwall, England. It was amazing to see it in action. There were stacks of unread books at different stages of production, and newly printed hardbacks coming off the press, complete with their colourful shiny sleeves.

This behind-the-scenes insight was thrilling – the staff on the production line seemed a little perplexed by my enthusiasm, but I love books, and for me it was brilliant to see how they’re made (don’t judge me – I don’t get out much).

What are you working on at the moment? Where do you create your designs? Take a picture or a short video and share with your audience online – you’ll be surprised how interested they are in your boring old work space.

2. Write a review

The web thrives on opinions – what we think of the latest film releases, the newest anti-ageing product, the level of customer service received from an international retailer.

And if you’re anything like most of us, you listen to your friends’ recommendations.

Have you ever written your own review? If you come across an amazing product that you think your readers would benefit from, tell them about it. And if you’ve spent money or time on something that you’re less than impressed with, share that too.

3. What a pretty picture

Some of the most read and linked-to articles on the web are visual – landscape photos, collections of quirky kitchenware, clever PR photos, contemporary interior designs, new products within a marketplace.

These are almost as enjoyable to write as they are to read – know your audience, and give them some eye-candy to break up their day.

4. Our research shows…

What did you say last time someone tried to stop you in the street with a clipboard to ask you some questions about your energy bills? You probably said “Go away”.

But polls are surprisingly popular on Facebook - vote on what colour to paint our shop, vote on whether you’d like 10% off or a free gift, vote on your favourite holiday.

“We’re working on a tasty new menu and need your input – which would you prefer to see on offer in our restaurants this Autumn? Fruit pie and custard or berry compote with cream? Vote for your favourite now.”

Facebook is great for asking your audience what they think, as it’s very easy to set-up. But you can also do it on your blog, inviting readers to leave their votes in the comments.

5. Be inspired by other people

This doesn’t mean checking out other people’s blog posts and copying them – it means regularly reading outside your own industry. This will help you understand what makes a good article – what keeps you interested? What do you like reading about?

Follow some popular tweeters (Paul Warner from When I was a Kid, social media marketer Chris Brogan). Join the conversation on some of the best Facebook pages (Starbucks, Burt’s Bees, Yo Sushi). And you’ll soon get to understand what works well on social networks.

What about you?

I’m just off to make the most of the unexpectedly warm English weather, to see if I can get inspired to begin the next chapter of my latest business ebook… if that doesn’t work, I’ll try a cup of coffee. That normally does the trick.

So now I’m putting the spotlight on you, the fantastic OMHG readers. What inspires your creativity? How do you come up with an endless list of content to share on your social media pages? Share in the comments below.

5 things I wish I’d known when I started my own business

Saturday, September 10, 2011

{Hindsight glasses via Peppermill Projects-visit the link to get a free pair of your own!}

August was a pretty big month for me – after starting my own business a year ago and running it while also working full-time, I’ve finally resigned from my safe 9-5 job.

It’s taken a lot of talking, thinking, worrying, budgeting, planning, and fretting, and also a lot of dreaming, to get here.

But now I’ve finally made the decision I am so excited.

I’ve written a business plan, I’ve done cash forecasts, budgets, projected sales, cost of sales, market research, but most importantly…..

I’ve set-up a little office in our spare room. Yippee!

It boasts:

a second-hand ‘beech effect’ desk (not quite the solid oak one with secret drawers I’d imagined)
an office chair donated by my mum (I had to evict the spider who’d moved into the space under the seat)
a desk lamp from my brother-in-law (new bulb? Check)
and a photo of me and my boys (husband and three-year-old).

But enough about me and my small business adventure – while I’ve been navigating my way through the jungle of self-employment, I’ve learned a few things along the way – things that will hopefully help you avoid some of the pitfalls I’ve stumbled into.

So here are my top 5 things I wish I’d known when I started my own business a year ago:

1. People want it to work out for you

I kept my own business to myself for the first six months, as I didn’t want friends and colleagues judging me or having expectations. If it all went wrong they’d never know.

I quietly started building up an online presence, set-up my website, made contact with potential clients and networked til my throat hurt (and the letters on my keyboard faded).

But when I started telling friends and colleagues that I ~~was starting~~ had my own business, they were incredibly supportive. They gave me referrals of possible clients, they told me about resources available to business owners, and what really helped me have faith in myself was their assumption that it would work out.

2. No-one is ever going to give you permission

Deciding to give up your day job to focus on your own business is not a decision to be taken lightly.

Can you really afford it? How will you stay motivated? What about your pension? Can you really make it work? How will you cope with the loneliness of home-working?

But, just like starting a diet, doing the ironing, or writing a business plan (or is that just me?), there is always a reason not to do it.

I’ll wait until:

my little one starts school
we’ve saved up more money
I have 50 clients
my husband/dad/best friend says it’s okay

But there will always be a reason not to take the risk of losing the monthly pay cheque from your employer.

You just need enough reasons to want to take it.

3. You don’t need loads of stuff

Quick back-story: My little boy was born 6 weeks premature. We weren’t exactly prepared for his early appearance so didn’t have all the baby gear and equipment we’d planned to buy (not even a name…. He was Baby Thornton for three days).

While we were in hospital my hubby and I went through Mothercare’s Ultra Shopping Planner and ordered everything they told us we’d “definitely need”.

Three years later, we haven’t used half that stuff. We needed a few outfits, a couple of blankets and the pushchair…

But the top and tail bowl? Nope. The baby hair brush? Nappy bin? Baby carrier? No.

In my office at work I have access to a world of stationery and desk accessories – but what I use most is the computer, my coffee cup, pad and pen, so that’s what I’ve bought for my office at home.

The other stuff can wait – although my noticeboard’s coming with me when I leave…. along with my picture of Johnny Depp.

4. Get organised and have a system

Before the business started to grow, I thought I was an organised person.

I’ve recently realised that this is not the case.

I send invoices to clients, but don’t keep track of whether they actually pay me (yes, I know, I know). And if some money appears in my account, who’s it from? I pay in the cheques but don’t record who they’re from*.

Basically my accounts are a mess, and I’m only a few months in. When I come to do my first tax return I’m going to have a nervous breakdown.

So I now have a system – I keep a hard copy of invoices sent, then I write on them when money’s received, recording whether it was cheque or into my account. I also have a spreadsheet where I write down money invoiced, money received, and money spent. I do online banking to check-up on where I am with the business accounts.

This is pretty obvious stuff, but my administration skills are shocking, so I’ve had to go back to basics and put a proper system in place.

* PS Don’t tell any of my clients this – if they know how disorganised I can be, they may try and get away with not paying me….

5. You can do it

The biggest barrier to me leaving my nice secure job and jumping head-first into the unknown was me.

My own self-doubt and ‘what-if’ nightmares. Then I read something that made me think twice:

Imagine you’re 85 years-old looking back at this exact moment. How would you feel if you hadn’t taken the plunge? How would you feel if you had, but it hadn’t worked out? Which is worse?

That made me realise that I couldn’t live with the ‘what-ifs’ of not giving it a go.

So here I am, at my beech-effect desk at my office at home, with an empty spider’s web under my chair, a picture of Johnny Depp on my wall, and all you lovely Oh My Handmade readers out there somewhere.

And I wouldn’t be anywhere else.

What about you? What lessons have you learned along the way? Share them in the comments below.

Why Twitter is the new local store

Wednesday, August 3, 2011

{open/closed sign by Mary Kate McDevitt}

It’s Monday – which means shopping day and I need to restock the household essentials.

Bread, milk, apples, chicken and red peppers for dinner…. oh, and it’s my sister’s birthday next week so I’d better pick something up for her too.

I head down to my local store – Wendy’s working behind the counter today and smiles as I come through the door and the bell rings.

“Morning dear,” she smiles, “How was your walk yesterday?” (Husband and I had the day off work and went walking on the moors).

“Lovely thanks, Wendy,” I reply. “Bit windy and wet but very bracing!”

Wendy already has a basket at the ready, with my normal bread, milk and apples. ”We’ve just got some fresh tomatoes and cucumber in if you fancy some salad with that bread?” she offers. ”And isn’t it Jess’s birthday next week? The books are in the back of the store or you might want to look at the DVDs near the counter?”

Sadly none of that happened (except the walking on the moors bit – which was indeed wet and windy but bracing).

But this kind of personal service isn’t the norm any more – it may have been, fifty years ago – but now the supermarkets have so many staff that you can be served by a different person every day.

Then there’s the product range – more choice than you can shake a stick at, but how do you find exactly what you want without scouring the aisles for hours?

Social networking is one way – it’s changing how we buy things – giving us more choice and bringing back the personalised shopping experience.

Here’s five ways that help you to deliver a great level of personal service to your customers, that will have them coming back again and again, recommending you to their friends, and raving about you to their online communities!

Are you ready? Let’s go….

1. Talk directly to your customers

Use Twitter names to talk to people who you know, who’ve bought from you before.

“@daisylou – Has the wedding stationery arrived okay? Posted it on Tuesday.”

This helps to build relationships, and delivers great customer service by keeping buyers up-to-date with their order.

2. Remember what your best customers like

And give them more of the same.

“@harveyjay Getting in more beach pillows next week – check them out: [insert link] – blue ones would look great with your striped throw”

Keep an eye on your records to see if any new product ranges would be of interest to previous customers.

3. Courtesy costs nothing

Just saying hello and good morning can make you stand out from your competition.

“Happy Tuesday morning to new followers @mariejane, @linenlovely and @eco-weddings”

And try and say thank you to those who retweet your Tweets.

4. Remember and manage relationships

By following your customers’ Twitter feeds you can see what they’re talking about – are they packing for a holiday? Cooking a huge family dinner as guests arrive? Decorating the kitchen?

Talk to them as you would if they came into your store and told you this in person.

“@organicfashion New kitchen sounds gorgeous – keep the kettle somewhere handy – you’ll need a cuppa when you’re finished!”

5. Listen & respond

As soon as you have a Twitter page (or a Facebook page, or a blog), your readers will see it as a communication channel to you.

They may direct message you asking about product availability. Or maybe they’ll ask if you can personalise your products. Or if you can offer next day delivery.

Whatever they ask, you need to be ready with an answer – monitor your accounts using tools such as TweetBeep.

Or set-up Google alerts so you receive an update each time a word or phrase (chosen by you) gets mentioned anywhere online.

We may not be living in a world where the local store has a smiley shopkeeper at the door, ready to welcome you by name and give you all “the usuals” without you needing to tell them.

But social networks make it a lot easier to build a sense of community for your audience.

Easier to create a place where users are comfortable to share their personal experiences, advice, tips and stories. Where you want to add your voice and support to others.

Now, can you think of an online community that’s delivering that kind of engagement*?

* Clue – you’re reading one….

The good parenting guide to social media (and a free ebook)

Sunday, July 3, 2011

by Lucy Thornton of Perfect Balance Marketing

{image: when she held her child…print by elly mackay/ theaterclouds}

Being a parent is the hardest job you’ll ever do (years of worry, never having a day off, endless responsibilities, sleepless nights) but it’s also the most rewarding.

Cuddles, unquestioning love, open smiles and fierce loyalty, the relationship with kids is priceless. They get us through the toughest challenges and the biggest trials and tribulations.

But did you know they can also teach us a lot about using social media for business?

Here are some parenting lessons that can also be applied to developing a social media strategy that helps your business develop priceless online relationships.

1. Nurturing

Caring for a baby can be pretty daunting – when I had my little boy, the very first time I was alone with him in my hospital room, I was scared – terrified if I’m honest. This tiny little fragile thing was relying on me to care for him and keep him alive.

But what did I know? I’d read a few magazines but they all contradicted each other and I couldn’t remember what I was supposed to do first.

I had no choice but to jump right in, and start being mummy. I learned how best to get him to settle when it was nap time, I got to know the signs that he was starting to get hungry or tired or bored. And gradually I got pretty good at this whole parenting thing.

Look at social media in the same way – you could watch from the sidelines and read about it for weeks, even months, but until you start using it for yourself you won’t really understand how it works or the rewards you get from doing it well.

2. Responding

Journeys in the car with my 3-year-old are always fun, with no shortage of questions from the back seat about why space is “all the way up there?” (points up to the sky), why some cars are red, and what foxes eat.

And each time, I take a moment to think of an interesting answer (“I don’t know” isn’t an option) and then deliver some pearls of wisdom about the universe, car manufacturers and the diet of nocturnal mammals.

Engaging is the best way to build a relationship in the real world – but also in the online world of social networks. As soon as you set-up a Twitter account, Facebook page, or blog, your target audience sees it as a communication route to you.

Expect questions about your products, delivery times, availability, your creative process – and be ready to answer honestly and openly (even if they are about foxes, cars, the universe and everything in between).

3. Being creative

Anyone who’s been stuck indoors on a wet weekend with young children will realise that sitting staring at each other doing nothing isn’t much fun for anyone, least of all you.

You’d both have far more fun if you planned a few activities, got the finger paints out, built a Lego tower, or made some play dough.

Think the same way about social media.

Keep your readers and followers engaged with fresh web content – ask questions, encourage them to upload their own content, share links to resources, offer tips and tricks – reward them for taking the time for visit your page.

4. Making them laugh

My little boy is probably the most photographed child in the world – fact. One of my favourite photos of him is where he’s aged one, laughing his head off at a stuffed blue and purple frog that his auntie bought him from the zoo.

The reason I love that photo is because he was teething at the time and was pretty grumpy, but the joy in his face, with those little pink cheeks, is adorable.

Having a sense of humour makes us all human, and can be a great way of putting people at ease, even in the virtual world.

Online, humour can also be fantastic at getting your message to go viral – if it makes your audience smile, they may forward it on to their friends, who forward it to their friends, and in no time your message has gone viral.

5. Tailoring your message

We live fairly close to a railway line so can hear the dull thud of trains as they go by, which has never been a problem.

They’ve always been there, since my little one was born, and he’s never even noticed, but at the beginning of the year he started getting really upset when the last train went through in the evening.

My hubby and I explained that the train was nothing to worry about, that it was just taking people up and down the line, and that he was perfectly safe in his room. But he remained unconvinced.

The next night, my husband took a different approach – he explained that the boy and girl trains travelled along the line all day, and that the mummy train went along the tracks at the end of the day to tuck them in to sleep at the station, ready for the next day.

Since then, my poppet hasn’t been bothered by the trains.

The lesson? When choosing your message, consider your audience. Use their language, relate to their world, and the message is more likely to hit the mark.

What life lessons can you apply to using social media for business? Share them in the comments below.

PS And don’t be afraid of getting it wrong – if you need a bit of encouragement, find a blue and purple frog and in no time, you’ll be laughing so hard that you’ll have forgotten what you were worrying about.

PPS And as a special treat for reading until the end, here’s a little something to thank you – a free copy of my latest ebook Blogging for Business. Click to download. Gold stars and treats also go down well in social networks ;o)

5 lessons I’ve learned about using social media for business

Saturday, June 4, 2011

by Lucy Thornton of Perfect Balance Marketing

{power off print by laurageorge}

When I was on maternity leave with my little boy, social networking was a big part of my daily routine:

I shared videos with family on Facebook of him rolling over
I posted photos of him covered from head to toe in blue paint (don’t ask)
I asked mummy friends for their advice on teething, weaning, sleep routines
I messaged fellow sleep deprived mums in the early hours of the morning, sharing night feeds over the web

But as my gorgeous boy grew bigger and I went back to work, I began seeing the value of using it to connect with new contacts, existing customers, then new customers.

Since then I’ve started a blog, and developed from a hobby blogger to a professional copywriter, writing content for others and showing people how to use social media for business.

Along the way I’ve experienced challenges and difficulties as well as a real buzz and the excitement of meeting some amazing people (albeit virtually).

Here are some of the things I’ve learned about social networking over the last 3 years (add your own lessons in the comments below – I’m still learning).

1. It’s not all me me me me me

I met with a new client yesterday – she runs an eco-friendly boutique, selling gorgeous, ethical and organic clothing, and accessories – she had considered having a blog to drive traffic to her website but wasn’t sure she could think of enough stuff to write about.

I explained that you’re not writing about yourself when you have a business blog – you’re writing for your target audience.

(And if you don’t know who they are, check out this previous post on getting to know your customer).

You need to visualise your customer and ask yourself what matters to them. Then write about it. What do they worry about?

For my new client, her customers are willing to pay a little more for an eco-product – they care about the planet, about the environment, about sustainability – so she may want to blog about reducing your carbon footprint, growing your own organic veg, testing the alternatives to travelling by car.

2. Be consistent

My blog posts generally fall into the categories of copywriting, search engine optimisation and social media. Business owners who subscribe to Perfect Balance Marketing’s RSS feed know what to expect when a new post drops into their in-box.

But if tomorrow I posted an article about my favourite type of cake*, readers would wonder what was going on. They had signed up for marketing advice to help their business – my unsubscribe rate would go through the roof.

So before you hit that ‘publish’ or ‘share’ button, take a step back and consider whether the content of your post fits your key messages and your target audience.

3. Be a person

Not a machine. Social networking is like a cocktail party:

- you can stay a while, then leave if it’s not your scene

- or stick around and enjoy the networking

- bursting into the room and pitching your products isn’t the best way to make a sale

- listening is the first step to making friends with strangers

- if someone asks you a question, answer

- be generous and share what you know

- and did I mention you need to listen?

Just because it’s an online relationship, doesn’t mean it’s worth any less than a face-to-face relationship, so treat it with respect – which brings me onto the next point.

4. Nurture relationships

Never is the saying “It’s who you know” more true than on the web. People buy from people, and when buying online you can’t look the seller in the eye so it’s harder to trust them with your order (and your credit card details).

But social media gives you the opportunity to build relationships beyond the order confirmation email and to establish your credibility and reputation.

Become the small grocers’ store in your town, where you know the names of all the regulars, know their biggest challenges and help them out now and then. Aim to connect with readers – not sell to them.

5. Put. The. Laptop. Down

Take time away from your computer.

This is a tricky one for me to advocate because I’m guilty of sitting in front of a computer screen most evenings.

But the other evening, I was watching the new series of #TheApprentice, and I spent the entire first episode tweeting with fellow Apprentice-watchers all over the country about the brash and arrogant contestants.

As the credits rolled and my husband and I nodded silently in agreement with Lord Sugar’s decision, I realised I’d not said a word to hubby the whole way through the programme. Reality check.

Online relationships are no substitute for the real thing. Pictures of sunsets on Flickr are no substitute for the real thing. Log off, shut down, step outside and take a deep breath.

What lessons have you learned on your social media journey? Add them in the comments below and we can all keep learning.

* And if you’re wondering, it’s coffee cake ;o)

Real Life Example: Using Twitter to Promote Your Business

Thursday, May 5, 2011

by Lucy Thornton of Perfect Balance Marketing

Social media can help you grow your business, whatever industry you’re in. It can help:

find potential customers
build links with existing clients
research your target audience
network with others in your industry.

Gallery Latitude 50 in Cornwall successfully uses Twitter to engage with customers, promote its brand and organise events. Kathryn runs the gallery with her husband and mother-in-law, after they opened the venue together.

Lucy Thornton from Perfect Balance Marketing caught up with Kathryn from the Gallery to find out how social media has taken her business from doodles to a work of art.

PBM: Tell us a bit about your business.

Kathryn: We’ve been open for about a year, selling work by contemporary artists and local craftspeople. Corinne (Kathryn’s mother-in-law) is a French knitwear designer and has chosen beautiful pieces by some of the finest crafters in the region to exhibit.

PBM: How did you market your business before using social media?

Kathryn: We did very little advertising in our first year because of our limited budget, we’ve run a regular listing in a local magazine and a few press releases (thanks to Lucy for the press release template! )

(Aww, thanks – PBM).

We kept the buzz going in the quiet Winter months by teaming up with a local catering company to offer a series of ‘pop-up’ suppers which sold out quickly, mainly through word-of-mouth.

PBM: Why did you begin using social media?

Kathryn: Initially it was curiosity. Through a local network I received Lucy’s weekly tips on social media (PBM – *waves*) and decided to start tweeting just to see what happened. Within a few days I was hooked.

I was unprepared for the feeling of community that Twitter creates, especially among local businesses. It’s not competitive in any way – we follow lots of other galleries and cafes and are genuinely interested in what they have to say.

But we’ve also had many follows from artists interested in exhibiting with us which is great too. I realised that we could reach an infinite number of people directly with Twitter and get all our news on events and artists out there myself – all without spending a penny!

PBM: What do you believe are the key benefits of using social media for business?

Kathryn: Twitter is an amazing marketing tool – you can reach people so quickly and effectively. Every time I get a new follower, I check out their profile and usually their website to see if I want to follow them back.

That means that, for even a few seconds, that person/business has my full attention.

I feel that the exposure we get via Twitter is invaluable to our business. We are getting lots of messages from people coming to Cornwall and wanting to visit as well as artists asking to exhibit.

The greatest thing ever is that it costs absolutely nothing and we have complete control over the messages that we get out.

Opportunities are constantly arising, whether from a magazine looking for business people to feature who puts the word out on Twitter, or finding suppliers.

It’s hard to explain until you get started – but when you do, you very quickly realise that it is just a giant network that can be a huge resource for the small business owner.

(And Twitpic is amazing! I published a photo and got 40 views in less than a minute – no old fashioned marketing scheme can do that!!)

PBM: What impact has your social media activity had on the business?

Kathryn: Business is booming! In fact, we made more in sales the first three days of April than in the entire month of April 2010.

PBM: What top tips would you give someone considering using social media for their business?

Kathryn: Get blogging. Blogging is fantastic. People love a story, especially if it reveals something about you – the person behind the business. We get so many more visits to our website since blogging and people are staying longer too. Use the tools that are out there.

One word: Twitpic! People love to look at photos and it is so easy to click on the link in your timeline. Great for sharing news on the spot. A picture is worth a thousand words!

PBM - Check out Twitpic to upload your photos to Twitter.

And do not be afraid to tweet! My main concern was that my tweets wouldn’t be witty enough. I felt an enormous pressure at first, but the fact is that with only 140 characters you have to get to the point.

PBM: Any other tips you’d like to share with the readers of OMHG?

Kathryn: Only one more – just make sure you set a limit of how long you’re going to spend on Twitter a day – because it can be addictive and before you know it you’re not eating or sleeping… just tweeting!

PBM: Thanks Kathryn. And thank you for taking the time away from Twitter and Tweeting to talk to Perfect Balance Marketing today. You can find Gallery Latitude 50 on Twitter @GalleryLat50.

Want to get started on Twitter? Oh My! Handmade is now having weekly Twitter chats with the hashtag #omhg every Thursday from 1-2EST. Totally have no idea how Twitter works? Email OMHG editor Jessika for a quick low-down.