5 business lessons I didn’t want to learn
It’s been two months since I started up as a freelance writer and it’s been no walk in the park. When I first played around with the concept of starting my own freelance writing business, just the thought of it gave me an adrenalin rush. I believed in myself, I was passionate about writing, and the thought of being my own boss after years of falling in line with corporate thinking was just too much of a temptation to say no. But like every naïve business start up, two months down the line and I’m beginning to wake up to some bitter sweet revelations about running your own business.
Now, before you say it, I know two months is not a lot of time but it’s never too early to learn, especially if the learning gained is going to put you on the right track to making your business a success. So with that in mind, here are my top 5 business lessons I didn’t want to learn.
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1. Business – 80% selling, 20% doing what you love!
It’s no secret that behind every business is a very passionate owner. In my own case, I love to write and I’m passionate about people. I also have a fair bit of experience handling corporate communications, but what I’ve learned over the last two months is that passion doesn’t sell. Even before I can physically do what I love to do, I must find potential customers. And once I find them, I must sell myself to them. The question is, are all business people natural sales people? No. I’m certainly not. Just the mention of the word ‘selling’ conjures up thoughts of awkward silences, forced conversations and contrived relationships – everything that isn’t me. And yet, there’s no denying that selling has to be the number 1 priority for a small business. When you’re a start up like me, you rely heavily on your existing network to get you going. Sometimes, if you’re lucky, you get thrown a lifeline, but when your network is limited in what they can do to help you, it’s down to you to take your product or service to where you customers are. I’ve soon learnt that in everything I do, I need a strategy. I need a strategy to find customers; another to sell myself to those customers, one keep those customers… the list goes on. I need to think, eat, drink, breathe and live my business or failure won’t be far behind. Lesson number 1 for me is that I’m not going to be spending my day just writing. If you’re a start up like me, be prepared for the 80/20 rule. 80% selling, 20% doing what you love.
2. No work. No pay.
I can’t say I’ve had no leads from my marketing efforts. A couple of weeks ago, I had what I thought to be a perfect lead. But the sad truth is, I was on holiday with the kids that day and didn’t check my mail. BIG mistake. By the time I saw the request, had worked on a proposal and sent it in, my competitors had beaten me to the job. This dawning that I can’t ever log or switch off is a daunting one. Especially if you’re a working mum like me.
But the fact and lesson is – if I want a job, I can’t ever afford to miss a lead. Technology has created the ‘24/7 business’ and if I want to be on top of my game, I need to be in it to win it. I think this pattern of working will increase in popularity if anything, because as we become global businesses time will be even more crucial, multitasking will become the order of the day and the nocturnal will thrive.
3. Politics is everywhere.
One of my pet hates has always been politics in the workplace but the hard and fast truth is that politics and people seem to go hand in hand. Probably my saddest revelation has been that business is not always nice. Observing other people’s experiences, I’ve seen that doing business with friends can break friendships and sometimes even ruin family relations. And, not all your friends and well wishers are genuine… support sometimes comes with strings attached. Sad as this may seem, I’ve learned that the politics part of business is perhaps something every small business should experience. Firstly, because it’s a humbling process that drives you to improve and want to do better and secondly, because you become a better business person. Whereas previously, I was prone to take people at their face value – I’ve learnt that in business, I need to stop running my business with my heart on my sleeve and starting thinking with my head. With the head in control, you’re better prepared for situations, with the added benefit of doing business minus the emotion. So even if things fall apart, you’re left with the thought that at the end of the day, it’s just business.
4. It’s not all about you, it’s about them.
Prior to starting up, one of the things I couldn’t wait to do was air my thoughts and opinions on my own blog. The thought of ranting when I wanted to rant and raving when I wanted to rave had me all but salivating. But once I got thewritersblog.co.uk going, I soon began to question whether my opinion really mattered to the people reading my blog. Sure, it was my blog but put in a business sense, it took the focus away from me and what I wanted to say to what other people wanted to hear about. I think this is a tough reality for anyone to face. The rules of successful blogging state that it’s got to be relevant… but in all honesty, how many people are going to come back to my site every day to read copywriting tips? And wouldn’t sharing your trade secrets defeat the purpose of selling your expertise? I believe the challenge for all of us is to strike a fine balance between promoting your product/service, demonstrating expertise while creating and maintaining a need.
5. It’s a lonely life.
I remember when I interviewed the lovely Duncan Bannatyne for BT Tradespace, the one thing he said that’s stuck with me is, “Sometimes you think, this is a very lonely life if you’re the person running a business.” Duncan sure knew what he was talking about. Having always worked with other people, I’ve found this the toughest lesson to learn. The reality that you are solely responsible for your business decisions is responsibility indeed. Ideation and innovation is down to you. Calling people and answering the phone is down to you. Producing quality work and service is yours too. And when things go wrong… guess who’s to blame? But here’s the great part – success is also equally down to you. So for me, no matter how hard these lessons have been to learn, the pain (I know) is going to be totally worth the gain.
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12 Responses to 5 business lessons I didn’t want to learn
In her shoes: My descent in entrepreneurial hell
In her shoes is a series of anonymous posts from women in business, sharing their experience. In your comments you are asked to answer the question – What would you do in her shoes? My story began 9 months ago; it is a story of self-realisation, friendship, love and betrayal. After 11 years at home [...]
I'm going to add some perspective to your second point, Bian.
Yes, you take some time out and there's a chance you'll miss a great opportunity. It's a risk. But to think you must never take any time off just in case will destroy your life. No business person ever lay on their deathbed thinking “I wish I'd spent more time at the office”. No, time with family and friends is precious and you'll never get to see your children grow up at a later stage. What's one work project in comparison with that? Nothing! Yes, you unluckily missed out on something this time, but was there any guarantee you'd get it even if you'd been there?
Remember to live. Life is not a dress rehearsal.
More selling goes on than people realise, people do it every day from the selling the kids the concept of breakfast giving them a good start to the day to the letters and phone calls you make. Every single job role has some sales aspect to it.
Thanks Morag. I guess you learn along the way that you can only balance things out the best you can and hang on to the things that make the difference in your life. I'm on a journey so your advice is timely and appreciated.
Ha… you're so right Sarah. If I can sell my two sons their breakfast/food everyday, then I must have some selling skills. Will have to try my tactics on them first and see how it goes down. I have to say that prior to starting up as a freelance writer, I didn't really appreciate the skill and effort that goes into selling – so one good thing is that I'm suddenly appreciating the job my husband does A LOT more.
Knickers-off truths about freelance writing (from an old-timer who is still doing it after 25 years) …
“Passion doesn't sell” – probably because everyone else is trying to sell “passion” these days and to describe yourself as “passionate” about your work has become a cliché even though it's true.
“80 percent selling, 20 percent doing what you love” – writing is not what you should be selling; you should be selling problem-solving / successful marketing via the written word. People who love writing for writing's sake do not always make good copywriters. You need to learn to love selling, too – not only selling yourself, but selling your clients products and services
Your expertise at writing is, I'm afraid, only a vehicle you use to help your clients communicate the right messages to their markets. In fact writing for clients is not writing – it's a cross between ghostwriting and written salesmanship.
Politics are a part of life. Be grateful at least that you don't have politics in your business because it's just you. Clients' politics have to be taken seriously and it's not easy, especially when the effectiveness of a marketing message is at stake.
Conclusion? Forget passion, forget the romance of writing, focus on using your excellent writing skills to help your clients achieve their objectives. Learn how to ask prospective clients the right questions; make intelligent suggestions that make them say, “wow – never looked at it that way before – tell me more!”
And as Morag says, don't let your business take over your life.
Good luck!
Twitter: SuzanStMaur
The lessons you mention and others are covered in one shape or form in the ebook I sent you when you were making up your mind about striking out on your own
I think the truth is that many people starting up in business don't want to listen to anybody else's experience, advice or help – we probably all need to learn the lessons for ourselves, Bian.
Still, at least learning by experiencing embeds them really well!
Maybe the best tip I can think of is:
Would you recommend you to someone you cared about who needed the type of service you offer?
If the answer is “Yes!” you're in the right business and it will show through.
2nd best tip is then you're not selling so much as letting people know what's available…
Twitter: Linda_Mattacks
Thanks Suz. Knickers off indeed – but great great advice.
Acutally, I've learned loads of positive stuff as well – about me, about business and about writing … but that's another post!
Re the selling – I find it easy to sell other people's products, services and business. The part I've struggled with is more to do with selling myself. Part of my love for writing is really about getting inside other people's lives/heads/businesses and helping solve their problems with some creativity.
Apart from that – your point about passion is hard hitting but appreciated. I've had to learn to tame my passion to be a more effective writer.
Thanks for your advice! Great to learn from a pro.
Thanks Linda. I read your ebook but probably didn't digest it the way I should've.
In answer to your question… 'YES!' … so I guess I am in the right business!
B
What an honest piece of writing this is, Bian. Thanks for being so open about your personal journey into professional writing. I know and understand your yearning and your pain, because I've been there too.
Suzan, as usual, makes some excellent points (I HATE the word 'passionate' too – see my blog post about 'passion': http://copylounge.wordpress.com/2010/04/19/pass…).
Yes, selling's important and you've got to be enthusiastic about that. But I see it, you have the 2 ingredients which are more important than any others in ensuring your success as a copywriter:
1. Self-belief
2. Writing ability
They will see you through – mark my words.
Twitter: BestWords
Thanks Doug – for your supportive comment and for your link! Off to read it now…
Hi Bian,
Firstly, congratulations on taking the plunge to go it alone. Starting your own business is difficult. I'm three years in now with my copywriting business and it's been tough. There have been many times when I could have walked away. But I had a strong desire to prove I could do it, and I have.
I love writing and always wanted to earn a living from it. Admittedly, my original plan had been becoming a sucessful author (haven't we all had that dream?), but that hasn't happened yet so, copywriting was the next best thing. Even though I've had to stiffle my creativity (although it frequently comes in handy) to write sales copy for other people, I am earning a living doing something I love.
Plus, like you, I'm a working mum so it gives me the flexibility I need. Last year a huge project meant I was working practically 7 days a week – a big mistake. I learned a lot from that experience and the 'I can't possibly take a day off because I'll miss something great' feeling I always had. Now, I work the hours I want. Admittedly, there is the odd occasion I have to work into an evening to hit a deadline, but it's not very often. Today the business is working for me; it's fitting into my lifestyle not the other way round. If I miss out on a project I know another one will come along sooner or later. Spending time with my family is far more important.
Just remember, your clients' aren't looking for a Jane Austin or JK Rowling – they want you to sell their products, so as Suzan said, concentrate on your sales skills – your writing skills just mean you can communicate your sales message clearly. Clients will be looking for new and interesting ways to market their products so really your writing is secondary to your marketing abilities.
Keep going Bian – yes, you'll put a lot of time into your marketing but it will be worth it. Being your own boss gives great flexibility so make the most of it.
Cheers Sally. I am loving it… even though these have been hard lessons, I've learnt more than I've done in the last 10 years working for a corporate.