Webbie Wednesday is my favourite name for the some of the task I undertake every week. Apart from my post yesterday, I am very organised and have set up several systems within my business to ensure that all tasks get done on time. You need to when you are running a business. Not only can you achieve your goals and become a profitable company, but because there are legal requirements for running a business.
For example, every year, the government wants to know how much you have earned. They want to know that your accounts are in order. That you are paying your staff correctly and your team is paying the correct amount of tax. If you are VAT registered, you need to make a return every three months (sometimes that time can be longer, but most are every quarter).
Suppose you have investors in your business who also want to know about their return on their investment. They need to understand that the company is running profitable and that you are not squandering money. As a business owner, you need to know that you are not spending too much. You can afford to pay your staff, pay yourself, and cover all expenses. Not only that, you need money to invest in your business, your marketing and your team.
Knowing your finances is vital. The phrase MONEY IS KING comes to mind. However, most accountants would follow that with KNOWLEDGE IS QUEEN.
Webbie Wednesday
Some soft services also need to be scheduled. For example, your marketing needs to be consistent and on point. As a result, I have created Webbie Wednesday. Every Wednesday, I will update my websites, check the links and reply or delete comments.
Contact Monday
On Monday, I call five clients to ensure they are OK, happy with what is going on and see if there is anything else I can do. It is so much easier to work with an existing client than to get a new client. Contacting some of my clients also reminds them I am here and creates a better working relationship.
Finance Friday
I used to hate Finance Friday. My accounts were all over the place and a nightmare, mainly because I was not too fond of the software package I was using. I used to use Quickbooks, and it is just not intuitive or user friendly to my mind. I have since changed to Xero and love it. The software is always up to date, and I can safely say that Finance Friday is now a joy and my accounts are in order.
What I learnt about writing my memoirs
Staying on top of my accounts is a joy when I like the software. Put another way, when you like the tools you work with, the task is much easier
Knowing your finances enables you to plan for your business, especially growth
Fun names make the task easier
Writing My Memoirs – 31 Day Challenge – Video and Blog Posts
Continuing the research into destination shopping, I visited Tubney Retail Park in Dorset. The retail park itself is a destination shopping centre. There is ample parking easy access for cars, walking and buses. However, I think their target audience is car drivers.
As an aside, and by comparison
IKEA has thought about the customer, the customer journey and envy purchasing. They have their showrooms laid out in a way that invites aspirational living. IKEA has been in the United Kingdom for many years and is incredibly popular. Indeed, in some towns, you queue to enter the shop (pre pandemic).
The three shops I visited today do not appear to have thought about the customer. They are stuck in the same layout as was around in the 1950s. The customer journey and envy purchasing are non-existent.
Dunelm’s
The first shop I went into was Dunelms. A shop specialising in home furnishings. Like most shops in the United Kingdom, there is a dedicated path through the shop. Items are in order of interest and psychological purchasing. Dunelm’s should look at how IKEA has attracted customers. I was looking for new towels, but I didn’t enjoy my time in the shop, the staff were too busy to talk to me. In short, I felt like I was intruding on their lovely displays. As a result, I bought nothing in this shop. I didn’t have that enjoyable customer experience I was looking for and became frustrated.
The Range
The next shop I entered was The Range. I have walked out of this shop before as I dislike the lighting, as it is too oppressive. The lights are dim; it feels dark; the fixtures are so full, you can barely walk around the shop without banging into something. I spent 15 minutes in this shop, and that included going to the loo.
Home Bargains
The last shop I visited was Home Bargains, selling cheaper homeware, from food and garden furniture to toiletries. The shop is bright, light and there is plenty of walking space. I have, on previous occasions, spent up to an hour in this shop just looking around. Thinking about the products for sale, could I use them in my home. However, on this occasion, I asked for help from one of the shop assistants. Unfortunately, she had no clue about the products she was selling. My conversation was very abrupt and along the lines of, it’s over there if we have it.
Dunelms Bedroom
The Range Bedroom
Home Bargains Bedroom
I am not a demanding shopper. However, I work hard for my money, and I want to enjoy spending it. When I purchased a computer a few years ago, I walked into PC World and laid down my expectations. I told the assistant that I wanted to buy a laptop and have an enjoyable experience or go elsewhere. The assistant couldn’t have been nicer. He was attentive, helpful and guided me directly to the Laptop I needed. An enjoyable experience and as a result, I often go back to that shop.
Destination Shopping via a website
As my business is very much an online business, I want a destination website. I went to the website of each business.
Dunelm’s has some images perfectly correct. There are some aspirational images of their products. The beds look luxurious, and you can see yourself asleep in them. Then they look at each item. I am not sure I would look at their website if I weren’t writing this post. However, I would look now.
The website for the Range could appear just as busy as the shop. The top banner is dynamic with loads of clashing images. However, the website is bright and full of information. I am not sure where my eyes fall on the homepage as there is too much to see. The product pages are helpful and bright. I prefer more space with images, but that is very much a personal style issue. Would I visit this website? I am not sure. Maybe for price comparisons.
The final website was for Home Bargains. Like the previous two websites, it was bright, easy to read and navigate. I would not have thought to visit their website in the past. It would never occur to me that Home Bargains would sell online. I don’t know why. Would I revisit this site? Yes, I think I would.
All three shops have a physical presence. All three shops have a website that is also selling their products. Do the shop and website give the same customer feel? Dunelm’s and The Range certainly don’t. It feels as if they are two very distinct businesses (which they could be). Home bargains was a surprise. I visit this shop every week. The website appears to have the same feel as the shop.
My View and my clients
I want my clients to have the same feeling when they meet us in person as when they visit the website. It is going back to getting that personality of the business and website to match. Maybe that is the key to marketing, being coherent? All touches with potential clients have the same feel and personality. Is branding about the ethos of the company and saleable products?
What I learnt about writing my memoirs
I don’t want to fight a website for information.
My website and company should have the same message, the same personality.
Reviewing successful websites and businesses to see what they do well is valuable for the success of your business.
Writing My Memoirs – 31 Day Challenge – Video and Blog Posts
Destination Website – The Decision and now for the changes
After my last post (see here), I revisited www.publishmystoires.com and view it as a visitor. I want this website to be a destination website, and I feel that it’s more about me. About my skills at writing my memoirs, about what I do and the skills I have. It may not be about my potential clients and could be more of a lecture. The website is a sales tool that yells, look at me. As opposed to, so, you want to write your memoirs, well this is what you need to do. My blog www.forgetmenot.publishmystories.com is the place to tell people about me.
There is a theory that you should give away all your content for free as a good business. If people want to use your services, they will judge you on your knowledge. If you are giving your information away for free, you demonstrate you know your services. You are showing your clients that you are open and honest. My website is transparent, my prices are visible, and I tell my clients what I do.
However, I don’t think I give away much information to my clients for free. When speaking with me, clients tell me I can overload them with ideas and suggestions. My passion for their memoirs needs to slow down and get one or two tasks completed before moving on.
My clients tell me that my passion is infectious.
Publishing and helping people write their memoirs is a passion for me. It is so important that we don’t lose the life lessons. We should pass these lessons on to the next generation. The government also agrees with me. How often have you heard a politician say that ‘lessons have been learnt!’ this is all I am doing, helping people pass on lessons.
I know that sometimes my communication style is very middle class. Very 1950s, prim and proper. Please understand, I am not ashamed of being middle class because I am middle class and proud of it. Being middle class is not a dirty word. It is not an embarrassment. It just is. I want my communications to reflect my personality. I want my business to reflect my passion.
Family Feedback
My brother, looking cool on Bournemouth Pier
I asked my brother to watch one video I created (day two). I thought I came off well and was open, friendly, and relaxed. My brother disagreed and thought I was stiff, reserved, and nervous. It’s so interesting that what you think you have said is not what other people hear or see. Paul (my brother) wants my personality to come across in the videos. He knows me well. He understands my passion and is very supportive of my www.publishmystories.com. I now need to revisit my video recordings style.
It’s not that straightforward
YouTube and matching my blog posts is all a learning curve for me. I know that at the beginning of my video monologues, I will make mistakes. There will be improvements, changes, and experiments. Having a destination website and YouTube channel is one of my marketing strategies. I need to get it right. I also know that what I write in the blog has to be similar to YouTube. These subtle changes are hard to balance, and I think I may overthink the situation.
Maybe I need to look at the camera as one of my clients, stay focused and discuss the post with suggestions. Added to this, I need to add keywords and phrases in the narrative so Google will find the post. The posts then must pass Yoast’s SEO rules and a few other tools that I use. Finally, the post URL is to be to several social media outlets.
What I learnt about writing my memoirs
My videos are not showing my personality and passion for my clients
Marketing is about the client and not my skills within the business. My expertise is a given. That is why I am in business
Giving away free material is a valid marketing strategy. If a client works with you, they know and understand your expectations
Writing My Memoirs – 31 Day Challenge – Video and Blog Posts
Is your business a destination business? Or is it a I need business and don’t care who you are as long as you can sort out my issue? Alternatively it could be a luxury business that would be used occasionally by those with money to spare? It’s a tricky question to answer. My business is a need now business, but I want it to be a destination business.
I went to IKEA today, and this must be one of the most successful destination businesses there are. When you go to IKEA, it’s more of an experience. Indeed, some of my friends tell me how they enjoy going to IKEA to have the ‘IKEA experience’.
The IKEA Experience
The Ikea experience involves arriving at IKEA at about 10.30 or 11 am, going directly to the café and having meatballs, chips, and a coffee and then walking around the shop for a few hours getting ideas and discussing the rooms created by IKEA. After shopping, they return to the restaurant for something to eat on the way out. They plan to spend at least five hours just walking around and looking for bargains. Indeed, IKEA is a destination business.
(The perfect business waiting area from IKEA)
IKEA – Bedroom
Bedroom – IKea
IKEA – Dressing Room
Destination businesses can also be online, for example, Amazon, eBay, and YouTube. These websites understand their customer’s needs. They offer the services quickly, efficiently and without complications. We know they will deliver, and we trust that the information from these sites will be accurate, informative, and valuable.
What makes a destination business?
Make sure you understand your customers’ needs (or how you will solve the ‘pain’ they are currently in) and what it is they are after. Leverage your products in a way that your customers understand what it is your offering. How can you make your products or services vital to your customers? For example, if I say I am a solicitor and leave it at that. Will my customer know what services I offer? We know different solicitors provide different services—for example, Contract law v Criminal Law. If I said, I am a contract solicitor. You understand with certainty which part of the law they work.
Add an Upsell
Add an upsell – something your customers didn’t think they wanted until you showed them how important or valuable it would be for them. Going back to IKEA, if you popped in for a few candles, how likely are you to browse the store and pick up a few other odds and ends. I could never go into IKEA without spending at least £60. Did I need the items before I went into IKEA? No? Did I know the things existed before I went into IKEA? Not only did I not know they existed, but I didn’t know I wanted them.
My website is www.publishmystoires.com. In the title, it states that I publish stories. Within that heading, there are sections for writing memoirs, publishing fiction and poems. My blog www.forgetmenot.publishmystories.com is all about writing my memoirs and letting people know that writing memoirs are easy once you understand your topic. Therefore, I clearly state that I can transcribe manuscripts ready for publishing.
How to upsell on a website?
Upselling has been standard on a website for many years. It starts with you giving your email address for a free eBook or something else just as enjoyable. Then at check out, you see other items that may be of interest. You will even a notice of how many people have bought that item today. Confirming that your decision was wise and other people agree with you.
My upsell is letting my authors know I can arrange for their books to be published. I can also create a simple website for them and help them start their marketing plan if needed.
Getting customers to trust you and your services
Getting customers to trust and respect you is not as easy as it sounds. You must provide flawless service. Have superb customer services and aftercare. The product has to be outstanding, and you need to be as passionate about your customer as they are. The customer needs to feel that they are the only person you are looking after. To be blunt, you want them to come back time after time and tell everyone about your reasonable service. Testimonials, customer feedback, and surveys are so important.
What I learnt about writing my memoirs
Customers will support and spend money on a destination business
Understanding your customer’s needs and easing ‘their pain’ has to be the target for any entrepreneur
A thriving destination business is the responsibility of the owner and customer. Customers will vote with their feet or credit card.
Writing My Memoirs – 31 Day Challenge – Video and Blog Posts
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