Friends I have talked to have found it almost impossible to understand that books are given away.  They are not chosen fromyour own bookshelf but provided by the individuals, publishers and sponsors who want to spread a love of reading.

Here is a list of World Book Night sponsors:

Patrons

The Patrons of World Book Night are:

• Damon Albarn
• Margaret Atwood
• Sir Richard Branson
• Nick Cave
• Tracy Chevalier
• Roddy Doyle
• Carol Ann Duffy
• Dave Eggers
• Sir Richard Eyre
• Colin Firth
• Richard Flanagan
• David Gilmour
• Antony Gormley
• Seamus Heaney
• Damien Hirst
• Lewis Hyde
• Howard Jacobson
• Nigella Lawson
• Andrew Motion
• Mary Portas
• Philip Pullman
• Dame Gail Rebuck
• JK Rowling
• Polly Samson
• Gil Scott-Heron
• Ali Smith
• Sir Tom Stoppard
• Tilda Swinton
• Dominic West

Sponsors & Supporters

World Book Night are grateful for the support of the following in making World Book Night happen in 2011

Apple
BBC
Booksellers’ Association
Clays
FMcM
Foyles
FSC
Google
HiBrow
Holman Paper
Innocent
National Express
Nielsen Bookscan & Bookdata
Publishers’ Association
Redbox Digital
Sony
Stora Enso Publication Paper
The Book People
Waterstone’s

The Publishers
Our thanks go to the publishing houses that have supported World Book Night, and especially to those who provided the titles for World Book Night 2011

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Sir Richard Branson will speak at business 2012

How is your business going to develop in 2012?

Learning from experts like Sir Richard Branson who have created great success is one of the best ways to get inspired about taking your business forward.

Business 2012 is a free conference with over 500 events where you can listen to business gurus such as Sir Richard Branson,  Lord Sugar and many many others.  All topics are covered and are aimed at areas that are of vital importance whether you are a start up, and sme (small to medium sized business) or a medium sized business.

This is an important event for the UK.  It is sponsored by Blackberry, (smartphones) Regus (serviced offices) and the Daily Telegraph Business Club (inspiration and how-to for smaller businesses).  Take advantage of what is offered and plan a trip to the O2 from Sunday 18th – Tuesday 20th March.

You can listen to keynote speeches, attend seminars and go to workshops.  The website is a joy – simple and well laid out, and you are encouraged to plan your visit.  This is of course best practise and ensures you get to hear the people who interest you.  The other aspect that is important is to be clear what you hope to gain from being present.

Tactics are most likely to be covered in practical workshops where you can take what you learn and apply it to your business. Strategies for the direction of your business may be more likely to be revealed in seminars, and inspiration and motivation from keynote speeches.  The other gain from listening to well-respected experts is that you will gain credibility with your clients.  You can pass on ideas in newsletters and blog posts, and position yourself more strongly simply by mentioning in conversations that you heard them speak.  Your name becomes associated with the well-nown name in the mind of your client or prospect.

I have heard quite a number of the speakers and am looking forward to hearing what they have to say for 2012.  the economy is unlikely to improve quickly, so it is our responsibility to make our own economy as good as possible.

Secure your tickets for Business 2012 now. When planning your visit bear in mind that the first day – 18th March – is Mother’s Day.

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More givers are needed to give away their favourite books and help to spread a love of reading and books – but you have to sign up by 1st February.

Books selected for World Book Night 2012 are:

Pride and Prejudice – Jane Austen

The Player of Games – Iain Banks

Sleepyhead – Mark Billingham

Notes from a Small Island – Bill Bryson

The Alchemist – Paolo Coelho

The Take – Martina cole

Harlequin – Bernard Cornwell

Someone Like You – Roald Dahl

A Tale of Two Cities – Charles Dickens

Room – Emma Donaghue

Rebecca – Daphne Du Maurier

The Remains of the Day – Kazuo Ishiguro

Misery – Stephen King

The Secret Dreamworld of a Shopaholic – Sophie Kinsella

Small Island – Andrea Levy

Let The Right One in – John Ajvide Lindqvist

On the Road – Cormac McCarthy

The Time Traveler’s Wife – Audrey Niffenegger

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The Vanishing Act of Esme Lennox – Maggie O’Farrell

The Dammed Utd – David Pearce

Good Omens – Terry Pratchett and Neil Gaiman

How I live Now – Meg Rosoff

Touching the Void – Joe Simpson

I Capture the Castle – Dodie Smith

The Book Thief -  Markus Zusak

Choose your favourite and apply to World Book Night to be a giver.  You can do this in the UK, USA and Germany.

As well as being a reminder of books read and enjoyed,  the list has brought books to my attention that I meant to read and have not yet opened.  This year is a good opportunity to read (or re-read) Dickens as it is his anniversary year.  In my book group we have decided to go for Bleak House which I have never read.  I have been meaning to read The Book Thief, and was halfway through The Road but for some reason gave up.  Better get back to it!

I think my favourite on the list is The Time Traveler’s Wife although I did love Pride and Prejudice and Rebecca when I read them a long time ago.  Touching the Void is amazingly inspirational – even though i have never been mountain climbing.

I am a big fan of reading.  I used to work in a publishing company and it was next step to being in heaven!  Good writing is inspirational, and helps you with your own writing.  Reading is also a great way to unwind from work.  It is more relaxing than TV I find, and  time immersed in another world gives me a greater sense of clarity when I come back to the everyday.

What about you?

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This was a sales record for online retail in the UK, according to Experian Hitwise.

Kindle in more women's hands

Sales of Kindles and iPads were the most searched-for items:

• According to YouGov stats, roughly 1.2m Kindles were given as gifts in the UK this Christmas, meaning 1 in 40 adults either gave or received the e-readers as a gift.
• In total 1.33m e-readers were given away, with Kindles swallowing up 92% of the market share.
• 61% of Kindles were received by women, with over 55 year olds twice as likely as 18-24 year olds to receive one.
• 640,000 tablets were given as gifts to adults, with the iPad dominating the market with 72% of sales.

What does this mean for your business?  If ipads and Kindles are being bought in large quantities there must be money available.  The second question is what is being read and are you in a position to benefit?

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Are you wowing your customers? 

Do you keep your customers interested as you learn new skills and approaches?

The new judges on X Factor this year added a whole extra dimension.  Unjaded by previous years they were passionate about “their” people, and in some ways the vote was for the judge as well as performer.  Little Mix were voted the winners because their voices were better, but they had an excellent story as they were created into a band on the show.  In addition Tulisa was a passionate champion of “ordinary” girls, and – the final boost – no band has ever one, so it was a chance to make history.  (Remember Obama’s victory? Same impulse.)

Do you have a good story?  

Is working with you a chance for them to redress an imbalance and make history?

The Masterchef series was for professional chefs.  We knew the result in the final programme before we were told.  When Michel Roux and Gregg tasted the first mouthful of the 3 dishes from Ash, the winner, their eyes lit up and they looked at each other and smiled.  They were surprised, and utterly delighted.  The other contestants were excellent both technically and in terms of presentation, but there was something more than excellent which wowed them about Ash’s food.  They had found unexpected magic.

Do you delight (and surprise) your customers – beyond reason?

 Sometimes the contestants have no previous interest like Harry Webb the drummer from McFly who won Strictly.  He appeared in the studio pigeon-toed and with no particular interest in dance.  His dance partner Aliona, provided the choreography which would help him shine, trained him, and created a bond.  He had moments of not being sure he wanted to be on the show, but once he decided he did, he began to enjoy it and worked hard.  His dancing was technically good enough, but – more importantly for the final count – his looks, his unassuming and warm personality, and his drumming wowed the public who voted for him.  As Len, the “senior” judge said at the end that, like the rest of the nation, he had fallen in love with him.

Do you look good to your customers.  Not in terms of a six pack, but is your appearance pleasing?

Do you have a personality that they warm to? 

Do you have flair?

In your own business can you find new ways in 2012 to provide solutions to these opportunities?

1. How are you wowing your customers? 
2. What new skills and approaches are you excited about now – which will interest your customers.
3. Your Story.  Look again at where you have come from.  It will probably be a story that your customers can relate to even if it is not rags to riches.  From hopeless to confident and assured, inadequate to fulfilled and generous will be more than good enough.   Don’t be ashamed of the bad stuff ….
4. Is working with you a chance for them to redress an imbalance and make history?
5. Do you delight (and surprise) your customers – beyond reason?
6. Do you look good to your customers.  Not in terms of a six pack, but is your appearance pleasing? Do you get compliments about your jewellery, your clothes, your emails?
7. Do you have a personality that they warm to? 
8. Do you have flair?
9. Are they “in love” with you? (think you are great, tell other people about you, pay up and show up.)

As long as your technical knowledge is good enough, you should make the most of your magic.  The chances are that is what they are buying. And that is especially important in this economy.

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She sells vintage and retro-inspired clothing at her website StopTrafficClothing.  Rebecca certainly stopped the traffic on the airwaves at 2 o’clock on a Friday afternoon. Tim, my fellow presenter, commented that she was the most beautiful woman he had ever seen, and repeated this on his show a few times.  Phone calls in agreement came into the studio as people looked in on the webcam…

I resolved there and then to put on a bit of lipstick in future and do something with my hair and wardrobe!   No man has ever reacted to me in that way but Rebecca is used to it.  When I asked her if it was a bit daunting she that she simply enjoys the compliments.

[Entrepreneur expert Tip Number 1: be authentic and present the end result of your product or service]

Rebecca is a really lovely person so we had a great interview, and she is a shining example of an entrepreneur moving from enthusiast to expert.  Her website has been on line for only a year, but of course she has been fascinated by retro fashions for ever.  When she was younger she decided to not read books or involve herself in anything that happened after 1907 (and she was only 14 at the time!).  Her initial inspiration was Helena Bonham Carter’s wardrobe  in the film “A Room with a View”.

[Expert Entrepreneur tip Number 2: be genuinely fascinated with your subject so that your work and life is fulfilling.]

Sales of lipstick are up in the recession, and everywhere you look there are pencil-shaped dresses and skirts – even on the high street.  We discussed the impact of the recession, and Rebecca’s view was that in a time of “war” we all want to do something to look better.  Putting on lipstick before going out in the morning is an inexpensive way to boost your mood.

[Expert entrepreneur tip No 3: find your expertise in a growing market].

Image via Wikipedia

Rebecca has got her news and opinion out to a wide audience.  She regularly writes for Vintage Life magazine (which is becoming available in mainstream outlets) contributing “Get the look” articles, and theatre reviews.  Her next piece is on Lauren Bacall.  She also writes for a number of online publications, and has contributed over 100 articles which have been published by others this year.

[Expert entrepreneur tip No 4: contribute articles regularly to publications and blogs read by your audience]

There’s no place like home: Rebecca has 15,000 likes for her facebook page, personal accounts with facebook, twitter and Linked In, as well as her newsletter, blog and website, where people can find out more about her take on retro and vintage fashions, and also buy vintage-inspired clothing.

 [Expert entrepreneur tip number 5: use social media to express your personality, and to drive internet traffic where you want it to go.]

Listen to a clip from the interview with me, Jean Wolfe, on the Biz Buzz Show on Marlow FM. Audrey Hepburn, Marilyn Monroe and how Rebecca McWattie markets her business.

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Keep a record of your passwords on a spreadsheet, or in a notebook.  It can be very easy to forget them and sometimes the hassle of generating a new password not worth the effort.

If it is the password of a product or service you have bought it is an even better idea to record what you paid, when you bought it etc all in the same place.  You need this information for your taxes, but having it to hand easily helps you to get a return on your investment and put in the work needed.

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Choose passwords that are “strong” ie 8 characters long and include some letters and some numbers. Very often you will be told about the strength of your password by the software, but it is better to have a default plan.

Weak passwords include the word “password” as well as straightforward sequences of numbers.  If any of your passwords are in the Top Ten of weak passwords change them!

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Changing your name or brand is an important decision

When is it right to change the name of your brand?  It is a big decision.

Social media has meant that we can all be better known by our own name which consequently becomes a more valued business asset.

A flurry of name changes have been recently taken place in Britain.  197 people changed their name by deedpoll in 2000, but 60,000 are expected to do the same in 2011.  Reasons for this include the fact that it is now a simpler and easier process, and immigration, debt or bankruptcy  may contribute to a wish for a change of perceived identity.  Many of the changes are for more light-hearted reasons. Miss Jelly St Tots or Ned Rocknroll may come to be seen as less strange choices if more people constantly make name changes in the future.

When would you change your business name? It can be a difficult decision because you can throw away all the recognition that has already built up, but if the name is not serving you it can be better to start again.  There are situations where a strategic name change can be to your advantage.

1.  When a better known individual in the same field has the same name.  If for example you have a book published but someone else has exactly the same name and your audience is likely to get confused, it could be a good idea to change it. I can think of one well-known entrepreneur who identified a different part of his first name in order to make his name unique.  A “pen name” has been a well-known device in the publishing industry for many years but is more related to privacy of identity.

2. If your name or business name means something offensive in any language.  Slang comes and goes and there may be times when it is simply advantageous to abandon a name which has become tainted with another meaning.  This includes in other languages.  There have been certain makes of car which have been renamed for certain markets.

3. If the original name is too long and complicated.  PriceWaterhouse Coopers was the fusion of Price Waterhouse and Coopers and Lybrand but became reinvented as PWC.  If you are a smaller company with less access to advertising and brand building budgets I would avoid initials and use keywords for SEO and memorability.

4. If you need a new logo and want a complete brand re-fresh.  Take time to involve your team, get feedback and make the changes slowly.  Change tends to be resisted at first, so the more that clients and your team are involved with the decision the more easily it will be accepted. You won’t get everyone to agree so be prepared for lively discussion – if not fights!

5. If the name seems out of step with your market.  Markets change and fashions come and go.  Sometimes an old-fashioned name is a valuable asset, sometimes it strangles the business.  It all depends on the market you are in.

6. If you are bored of the name I suggest you don’t change it.  Remember it can take the market some time to catch up, and you don’t want to waste all that goodwill or recognition. If you have a new sparky idea develop a product or service with the name.

7.  When you decide to change the name do so very clearly, and give lots of notice for all stakeholders.  It will be like a supertanker turning 360 degrees in the water. It can’t go fast but it can be deliberate and spend time on the change process. Change is more likely to be resisted where there is a takeover or merger but persistence and involvement of all parties will eventually win.

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The ASA (Advertising Standards Authority) is investigating Trip Advisor.  This is a well-known UK website which features comments on the quality of hotels and places to stay.

Comments in question are both negative and almost malicious, while others are too fulsome in their praise to be from impartial consumers.

The ASA has only had responsibility for websites since April 2011.  Whatever the result it is a strong message to website owners to check the validity of their sites.

Comments on most small business websites are likely to be testimonials.  Of course these should always be authentic, but now there is a legal watchdog some businesses might do well to adhere to best practice and make sure they are verified.

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