That generally means having an honest beneficial relationship for both sides, which does not involve any trick sales gimmicks,  fake scarcity, manipulative selling or coercion.

Modern marketing is based on open-ness and authenticity and what is professional has been redefined. We can be professional working in a bedroom upstairs, or from a shed in the garden.  No more black and white corporate uniform as a badge of professionalism – think of Richard Branson in his jumpers.  Or the internet where anyone can write anything about a company via facebook, twitter and blogs.

But marketing and selling that would be most naturally authentic and express the “spark”  is sometimes rejected because of fears that it would not be perceived as “professional”.  This is what stops people writing one to one in a mass email, or recording a video where they talk about what they care about and just enjoy themselves!

Being authentic means being committed and behaving according to our values and what matters to us.  When we are on message everything seems easy and natural.  When things start to become inauthentic there are little niggles, a sense of hollowness and self-consciousness, and a lack of connection to ourselves.

Want some humour and music?  I can’t stop watching!  But I do love the original Alicia Keys’s song “New York” .  See this video from Newport in Wales

and then watch this one. It is the spark that is so compelling.

Authentic? Professional? Enjoyable?

What did you think?

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How could a business owner benefit from the programme?

Mary herself comes across as very authentic and natural.  She doesn’t do consultant-speak, she is very unstuffy and wears cool funky clothes (I especially like the ankle boots!) , she gets up early cheerfully if she has to, and she is sensitive to others feelings but not afraid of confrontation, nor of saying when she feels down.  Above all the has a great energy and sense of purpose…and a sense of humour!  All very refreshing and a good role model.

She operated in the real world and was on top of the facts. She said that 5000 small shops closed last year, and that half the number of greengrocers exist now compared to ten years ago, despite the fact that in the UK we spend 8 billion on fruit and veg a year.  Plus the salient point that sales of local produce have increased by a third, and that the veg box market is worth £ 170m.

She enrolled others in the vision and kept going despite setbacks.  One sister was on board with the new ideas (so she suggested she be in change) one was resistant to all change, and one was on the fence.  I was particularly impressed that she commented on the lack of enthusiasm even while they were in Harrods Food Hall, and was happy to challenge.

The shop moved from undifferentiated to specialist. Doing one thing well (providing quality local produce to the local community) made the shop better and more relevant than the supermarket.  Dominating a niche as a specialist is more effective than being generalist.

The personalities of the sisters became part of the brand rather than simply being all about the fruit and veg.  It made the shop more memorable with the new logo and photographs compared with its previous incarnation or a supermarket.  Small businesses naturally have loads of personality.

The physical premises became more inviting. With Mary’s magic wand and money from either the BBC or her company the shop became  more contemporary and more values-based. Local prodice was not only sourced but also described more fully.  Customers were invited to come in to a welcoming space, to read, to come to the launch party, and of course to take action and buy.

The owners’ assumptions about their customers were challenged. The sisters were shocked by the negative attitude of shoppers in the supermarket “before” and couldn’t believe “after” that providing what they thought customer wanted would be acceptable.  A woman said she would pay £ 10 – not the £8 they had imagined, and one man on the step of his house said that he would enjoy receiving a surprise box of fruit and veg for the week.  Mary made the most of this by giving him a hug!  Sometimes businesses have to listen (and it can be tough) and sometimes take the lead, and this was a lovely example.

I am sure there were other aspects which will occur to me at some point.

Did you watch the programme?  What did you like about it?

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I love blogging, giving credit and sharing in a community so I was very interested when I found the information.  But as for finding a woman who has inspired me .. that is a completely different matter.  Firstly the only woman scientist I have really heard of (which is the point of the whole thing!) is Marie Curie .. and she has never interested me, so it would be wrong to wheel her out.

Then I asked a friend who is a professor of Acoustics and he talked about a woman who is president of the Royal Society  and some others ..but using them would be like doing homework.  I wanted to find someone who was amazing, that I had heard of but had forgotten.  Even after some online research nobody jumped out at me.  I don’t have to do this for homework – it is real, so it better be real for me.

Next I thought about women who inspired me where there was some scientific quality.  Mary Wollestonecraft Shelley who wrote Frankenstein which is a bit scientific, George Eliot who I know was very interested in phrenology (the bumps on your head), Beatrix Potter with her interest in anatomy and botany.  None seemed quite good enough.  I love the paintings of Joseph Wright of Derby – lots of early scientific experiments and racked my brains to see if there were any women in the Lunar Society which was all about using science as a way of understanding life, rather than religion .. but there were none.

Then I thought about my own education.  Was there an enthusiastic woman teacher of this stuff ever in my life?  Maths was taught by men, (goodness – that is a strong subliminal message, isn’t it) the Biology teacher was incompetent and we used to mess around, chemistry was taught by a blue stocking spinster type – I remember finding her dull and a bit scary. Who taught Physics?                                                                                                                 That was the subject that I liked the most but I have absolutely no idea who taught me!  No one comes to mind at all.

Until I started this thought process I hadn’t quite realised how badly science was represented by teachers.  But in fact, we were very short-changed by inspirational teachers … one taught French and was fantastic, and while I was doing A level English we had two excellent teachers.  But by that time I had made up my mind about which subjects I liked best.  If there had been a lively science teacher somewhere in my past I think it would have made a huge difference.

Perhaps I should ask myself whether this is hopeless.  Am I capable of being excited by science and technology? Am I meant to be doing this Ada Lovelace Day at all?

The answer is yes!  My father describing the solar system using apples and oranges from the fruit bowl at supper, my boyfriend years ago talking about motherboards, the principles of database design and so on had me completely hooked even if I didn’t understand it all.  I am fascinated today by using technology in websites .. but I have never been inspired by a woman.  I think it has been more that it was a land I couldn’t enter.

If I am really honest the only people who have inspired me are my three daughters.  They took to computer games like ducks to water, and are all technically competent even if not particularly interested.  The finer details of CAD, Powerpoint, computer hardware or making films are no problem to them.  They just assume they can do it, that there is no reason why not. So although I started by looking for some kind of heroine, I have ended up with the people I know best in my own life!  Perfect.

They have a mother who supports them to do it, which was the hallmark of Ada Lovelace’s education.  Her father (Byron) though a charismatic person was totally absent from Ada’s life, but her mother educated her about numbers and science.  Probably the best kind of inspiration.

I must stop now and get to grips with my new Joomla site which was explained to me on Skype last night in a friendly hour and a half call with – yes -  a geek in the US. Knowing who inspires me gives me more confidence that I can understand it all and make it work the way I want.

The fact that I have done this blog at all has been inspirational as I can see more clearly the influences on my life.   I will read others’ blogs on Ada Lovelace Day about the women who inspire them, and, who knows,  maybe by next year a real whole person who inspires me will have come into my life.

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Ada Lovelace is thought to be the first computer programmer.  She died in 1852 aged only 37. She was the daughter of the poet Lord Byron, but he played no part in her life.

Ada Lovelace day on March 24th is an opportunity for bloggers everywhere to acknowledge women in science and technology who have been inspirational.

You don’t have to be a woman to blog but you blog about a woman scientist – living or dead – who has inspired you.

More about Ada Lovelace Day.

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Poetry inspires us by getting to the heart of it all.  Suddenly we see things in a different light, we think and feel in a new way and then become renewed ourselves.  We all need constant inspriation in our work, as a way of connecting with ourselves as well as an alternative to the constant busy “doing.”

As it is National Poetry Day today I am publishing a poem.  Having recently read it in a blogging workshop I feel more encouraged to let it see the light of day!

To my creative self

I thought at first that you liked things Done Properly

You know, new notebook, Time to Do It,

Focus, Discipline, and bingo, Results.

But I knew that wasn’t me so I tried to outwit

you, disarm you, prove I was right.

a poem on the back of a bus ticket

in a scruffy diary, while I was walking

painting my bedroom wall, travelling somewhere,

drawing in the margin of my work life.

And all the time you were just with me,

Wherever I was.

And now I have acknowledged you

Given you proof of your existence

Enjoyed the flash of recognition between us

The matching of equals

Now I feel your stubborn ness.

You’re not going anywhere.

It doesn’t matter how I do it

You won’t be shaken off

You are holding me fiercely

But that’s not enough for you

You need more

You want us to be together side by side

Step by step.

I don’t yet know how to be a partner

With you

my creative self.

© Jean Wolfe

January 2003

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Do you get a card on Valentine’s Day? Did you give one? (or more).

It is often the thought behind the card which is more important than the physical thing itself.  Look at the Valentine’s Day images that one husband has given to his wife over the last few years.

These have got real spark. ..and are completely unique to him.  For me it seems more romantic to rearrange the stones on a beach, rather than spend hours slaving over Photoshop ..so I hope that is what he does.  Computer wizardry can often become self-centred, not other person centred in my view. I hope she also gets a box of choccies and some flowers!

I enjoy giving interesting and appropriate cards – not necessarily just about romantic love.  The Valentine’s ecard from Jacquie Lawson is all about a dog, so I sent that to two friends/family members who would appreciate the dog element.  One is very happily in a relationship and will have a wonderful day, and the other is dating, and could do with an additional card. I think Jacquie Lawson’s e cards are some of the best on the web, as they are very thoughtfully put together .. as it is the thought that counts.

Any note of appreciation is always welcome .. even a plain ole email.  Especially to those nearest and dearest, but also to clients.  The best clients become friends, anyway, don’t they? Unlike the more heady emotions commercialised on Valentine’s Day around one perfect person, appreciation and gratitude are more far-reaching, and are what really makes the world go round.

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Blogging Workshop on International Women’s Day

Blogging is such a great way to build company reputation, and leads to more money, and more happiness through self expression.  Many small business owners find writing their website difficult, but have no problem talking about what really matters to them in a blog.

Women are natural bloggers, and can get more spark into their marketing more easily with a blog.

International Women’s Day 8 March 2010 is the date for a blogging workshop led by Jean Wolfe

The workshop will help you gain fluency as well as understanding the interactive benefits of blogging

• What to do before you get started
• How to grab your reader’s attention
• How to write for the other audience – the search engines
• Which blog platform to choose and why
• Where to find stuff to write about and make it relevant
• 7 Principles of Copy-writing which should be obeyed
• How to fit blogging with email, twitter and social media

In honour of National Women’s Day we will also have a look at what women have had to do to get their work read.  They have not always had it so easy …

You will go away with more spark for your business and a clear plan of blogging action – with work done already.  Make the most of this unfair advantage in your blogging career.

Date: Monday March 8^th International Women’s Day

Place Berkshire / Buckinghamshire border UK

Time: 10 am – 2: 30 with an additional hour for personal questions 2:30 – 3;30

Cost: £ 99 which includes three weekly follow up blogging newsletters and an online session on March 29^th. Open to men as well as women.

Bloggers Are Us! will breathe new life into all your communications – even one to one meetings..  But if you have not doubled your investment of £ 100 within six months I will happily refund your ticket.

“It’s your enthusiasm which makes all the difference” KN

“Jean you are a natural-born motivator” AS

“You are always a breath of fresh air and I think in a different way. I also feel better about myself and would like you on tap, please, every day!” PH

Jean Wolfe is a champion of independent businesses and communication that builds business wealth. Ex-drama teacher, ex-publicist for authors, ex-creator of solar powered product markets internationally.

To reserve your place please get in touch via the contact form or the comments below.

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1.  Sales made.

How much did you sell and invoice this month?  And the all-important cashflow question about the cash received?  Who still owes what?  What is the lifetime value of your customer?

It is also important to look at where the money was made.  Which products / services are selling best?  Which are bringing you in most profit?  How did those customers find you?  What words were put into the search engines to find your website?  Time and money are never in sufficient supply, so go with what is working best, and do more of it.

2.  Money spent

Each end of the month is an opportunity to complete the month in terms of expenses, and I am far more interested in doing this if the information is fresh and new.  (In fact if it is old I get very bored!).  So I go through credit card payments, bank statements, and my diary to make sure nothing is forgotten.  As a general principle  I try to file away receipts as they occur, and enter the information on the spreadsheets.  Doesn’t always work of course, but there is nothing worse than having to go through ancient receipts a year later.  It is also an opportunity to question the value of where the money has gone.

3. On track / off track?

Are you meeting your targets?  Are you heading in the right direction even if more slowly than you hoped?  Sometimes opportunities are too good to turn down, and sometimes they are the entrepreneur’s curse, where the new is more interesting than the current idea.  In addition to sales targets it is good to be clear about the type of business you operate which makes decision-making much easier.

Facing the truth of the situation helps to keep the business in touch with reality.

4.  New brilliant ideas.

Entrepreneurs have more brilliant ideas than most people!  Write them down so you don’t lose them, and get them expressed as much as possible.  Half completed ideas can absorb energy so either do them, or record them.  Once a month look through the ideas for inspiration and remind yourself who is boss.

Whether it is more entry level products, more high end services or a completely different way of looking at your business, get the ideas on to paper or out in the open.

5.  New contacts made.

New contacts are the lifeblood of next month or next year.  In addition to prospective customers, and new customers, your existing contacts may have a new relationship with you.  A good customer may become a referrer, a “competitor” may become a business partner, you may have found a mentor, a board member, a preferred supplier.  Tracking what has happened helps with what you want to happen.

6.  What did we learn?

Market research never stops.  Who is buying, why they buy, what’s new, how we are changing.  You can do SWOT (Strengths, Weaknesses, Opportunities, Threats) and PEST (Political, Economic, Social and Technical changes) analysis, but keeping current and articulating the changes is one step closer to being in touch with your market and your business. You change, too,

7. Destroy something.

Yes, it is good for you!  Paperwork, emails in the inbox, partnerships, customers, businesses,advertisements that are not working, products, all have shelf life.  Gardeners have to cut and prune to get the right stuff to grow.   As the business owners the only job is see the wood for the trees.  Removing some trees will help others to grow.

8. Choose what to grow

Focus on a definite project or projects to help accountability, and makes success more likely.  You might decide to grow your email list, or your Pay per Click account before holding the workshop.  You might decide to spend the month looking for a certain number of speaking engagements, or meeting important clients.  Whether you do the work yourself or outsource it will have to be managed.  Having a definite target and monitoring helps keep a sense of purpose, and a business you want to work in.  Weeds will grow by themselves, but an apple orchard or rose garden will have to be nurtured!

9. The end of / the start of..

Campaigns and projects are a useful way to make the most of end of/ start of  energy.    The campaign is likely to run for more than a month but there will be different activities to monitor as it develops.

The end of the day, the week, the month, the end of the quarter, the end of the year, of the decade are all opportunities to take stock and learn, even though  the end of the month doesn’t always happen at the end of the month.

Each new month, quarter, year or decade brings new opportunities and a fresh start which gives you the energy to go out and do something amazing!

10.  Celebrate every success.

If the figures on the white board add up, if you receive a fantastic compliment, if your visitors comment on your blog – whatever it is – celebrate.  It builds the “can do” muscle and gets you in the habit of achieving and thinking positively.  Then the sky is the limit.

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Marketing ideas can be big or small, short term or long term.  They may lead to a marketing plan or to the trial of an idea but either way they take you forward.  Going forward is essential to business life.   To mis-quote Bob Dylan if your business is not getting ideas and busy being born it is busy dying..

But creative ideas tend not to come to us in an orderly way.  It is important to be constantly alert for them, and write them down.  As entrepreneurs we tend to have more ideas per moment than most, and one way of combating any sense of overwhelm or frustration is to record all ideas without judgement, and then process them afterwards.  The ideas will be a treasure trove for ways to improve customer service, (or your life), develop new products and ranges, as well as find  new clients.

The spark and the energy of the new idea is  nurtured.  New ideas often meet resistance – whether from your work or home team – so give them some breathing space before they get out into the world.

What is the point of marketing ideas?

Marketing ideas help your small business to communicate what is special your offer (and you) so that the right people buy more easily more often.  The right marketing ideas help the buying decision to happen more effortlessly.  You have more fun being you, and you make more money so you can make more difference.  Pretty good, huh?

When do you find marketing ideas?

When you are more relaxed.  The shower or the bath is one of the best places – think of Archimedes shouting Eureka ( I have found it) when he was in the bath, or Newton – not slaving away but sitting under an apple tree – when the idea of gravity occurred to him.  It is important to have periods of relaxation during the day.  They give your subconscious a chance to get to work, and you stop getting in your own way.

How do you find marketing ideas?

Go out and about and keep your eyes open.  Watch how people behave when they are buying stuff even if it has nothing to do with your business.  Ideas from other markets can easily work in your own.  Note down anything that seems interesting.  then give yourself a period of time to reflect. Sit in a cafe on your own, read the paper, listen and watch.

If you have a marketing problem get clear first on the problem.  Maybe you want more customers, perhaps you sense that you are not presenting your business as a benefit to your customer, perhaps you need some new product ideas.  The worst way to solve it is by getting desperate – ideas and solutions seem to disappear.

Write out the situation as clearly as you can.   There may be some emotion behind what you are saying to yourself, and it is good to get clear on that, too.   Sometimes we can be simply unaware of what voices are talking in our heads!    Write down the exact words you are saying to yourself and notice the tone of voice you are using.  Simply looking at those words and getting a sense of the emotion will help.  It could be anger, frustration, or sadness, fear or excitement…your emotion will affect the response.

Then write the problem out again as briefly and unemotionally as possible.  Reduce it almost to a formula.  See if you agree with it when it is written out, and if not, do it again to reduce it to its simplest form.  Then shut your notebook and go out and lhave a great day.

Ideas will start to come to you.  By recording them (no matter how crazy) you tell your subconscious to carry on working for you, and you will soon be an organic ideas farm and more and more ideas will flow and later you can choose from the best ones.

When do the marketing ideas come to you?

When you least expect it!  Your subconscious (and the reticular activation part of your brain) can do far more work for you when not constantly interrupted by your conscious mind interfering.  So, as we have said, a relaxed state of mind is the best.  You could be driving back from seeing a client, feeling relaxed when suddently you get a brilliant idea about how to structure the website better.  It may surprise you that is is so simple, and you could wonder why you have not thought of it before.  Be grateful you have had the idea, and write it down.When I have reached my destination I often have a quick refresh of my mind to see what I have been thinking about, and discover all kinds of good marketing ideas. .. and yes, note them down on paper, otherwise I will forget them.  Drawings and doodles are good, too, as they come from the more imaginative side of the brain.

The simple act of clearing ideas out of your mind helps enormously to remind you that you have good ideas, and helps you to act on them, too.

You could be cooking a meal and not thinking about anything when suddenly the question you really need to ask your clients jumps fully formed into your mind.  Or you could be on the point of waking up and you realise that the words for your strap line have arrived!  Walking and other forms of physical exercise are good especially if there is an element of rhythm as it seems to soothe the brain and get you into that relaxed state.

Marketing ideas achieved through this process usually have more vitality and are more sustainable than ideas generated simply through will-power.

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