The choice of type is an important decision. Type conveys the flavor of your message when you are sharing your words in print, on a computer or smart device screen.

I am especially sensitive to the look and feel of type. I own more than 1000 fonts, so many that I recently had to disable many of them to avoid slowing down my computer.

My fascination with the structure and beauty of typography began over 30 years ago. You can see examples of type as a branding element when you go to the grocery store. Some of the most famous examples of typographical branding include Coca-Cola, Pepsi, CBS, Jack in the Box, Costco, Macy’s and Target. They may also use other graphic elements, yet you easily recognize their names when you see them.

Typography can be used to make your point, evoke strong feelings, act as a focal point to draw your attention to what is important. When used improperly, the choice of type cause confusion, be hard to read, or convey the opposite meaning from what is intended.

In my opinion, and one that is shared by most designers I know, one of the best books ever written about typography is a very small volume written and originally published as a handout for the graphic design special interest group of the North Coast Mac user group. I’m talking about “the non-designers design book” by Robin Williams. The companion book, “ your Mac is not a typewriter” is equally valuable and well known. They were written at the start of the desktop publishing revolution and the wisdom is just as valuable today. The principles of good design haven’t changed. They methods we use to deliver our message have changed. The principles of good design still apply.

I consider these two tiny books to be a “must read” for anyone who intends to use words in a visual format to communicate with others. You can find books through Peachpit Press (members of the North Coast Mac Users get a significant discount and can order then at a meeting — go to www.ncmug.org for details.) I first started using these books when I was a student in the graphic arts program at Santa Rosa Junior College, and again when I began teaching graphic design and communication.

I was extremely fortunate to meet and learn from Robin. We met when she was a part-time instructor at SRJC and as a frequent presenter at the NCMUG graphic arts group. Robin is a very witty and dedicated lover of typography. She went on to take her workshop handouts and transform them into these books. Since that time, she has written many more excellent books on design, also available through Peachpit. Generations of graphic artists everywhere are indebted to her for these clear, visually powerful and fun books that are good foundation for professional, digital, typesetting.

There is no excuse for poorly executed typography when we have so many powerful tools and an endless inventory of type available to us. Back in the days when type was set by hand withi lead type, writers never thought about laying out their words for print themselves. They concentrated on their stories and left the typesetting to the experts. Today most of us use a computer to compose and to prepare our written words for publication. Owning a computer does not a typographer or graphic designer make. If you intend to enhance your message and share it, educate yourself about type or collaborate with a trained, professional book designer to transform your words into beautifully set type.

Spend an afternoon becoming familiar with the content of these two books. I guarantee your investment will be rewarded. Even if you have no interest in doing it yourself, becoming an informed consumer will help you direct your book cover designer, your book interior designer and your e-book designer with the information you need to make your writing as beautiful and as memorable as your writing.

Judy Baker is Completely Creative. Trained and certified by Robert Middleton as an Action Plan Marketing Coach. She is a branding expert who helps authors, speakers and entrepreneurs and create visual and verbal brands that attract customers.

She specializes in developing brands that connect emotionally and move people to take action. An alumnus of Robert Mondavi Winery, Judy is an engaging speaker and workshop leader. A graduate of San Diego State with a B.A. in Drama and a Master in Human Resources and Organization Behavior from the University of San Francisco, she has been a student and instructor in graphic design at Santa Rosa Junior College.

Judy is the President of the Board of the Bay Area Independent Publishers Association, an organizer the Wine Country WordPress Meetup, Program Chair for f the Bay Area Consultant’s Network and a tenor with Vox Populi Sonoma, a rock choir. Her business expertise includes strategies for turning expertise into information products. She lives in Sonoma with her husband and cork-fetching cat, Simba, her spouse, Garry, and a house and office full of books. Visit her online at http://www.creative1.com

 

Video rocks – so why aren’t you using it yet?

People love to watch other people. That is why YouTube is so popular.

If you don’t nt know how to use a video camera, or edit video, or have the dollars to buy expensive software, let alone take the time to learn how to use it.

What if you could start recording videos and you didn’t have to go through all that other stuff?

qik is the answer

The video you see here was taken in less than 5 minutes using my iPad. If you have a smartphone or tablet with a video camera, you can use this app.

qik is fast, easy and free!

You can upload your video directly from your device to YouTube, Facebook, or Twitter. It is so easy.

How to Get Started with qik

1. Go to the qik website, http://qik.com/
2. Download the app and install it on your smart device
3. Write out a short outline for your video.
4. Cover your main talking points.
5. Comb your hair
6. Check the lighting
7. Go somewhere where you have good acoustics
8. Turn off any devices that could buzz or ring during your recording session
9. Put on some lip balm
10. Open the qik app
11. Record
12. Watch your video before you upload it.
13. Add a title
14. Upload to your choice or sites: Facebook, YouTube, Twitter (you can link your qik account to your accounts at any of these social media sites.)
15. You can even send a link to your video via email

That’s it. Simple, fast, and free.

What more could a marketer ask for?

 

I nearly incinerated my kitchen the other evening. I was tired and hungry. I had one more task to complete before I stopped working for the night. I thought I would save a bit of time and heat up some soup while I worked.

DANGER!!! DANGER!!! DANGER!!!

I am famous around my house for blackening pots and pans due to my ability to get focused on my work, while the kitchen goes up in smoke. I have burned beets (a very nasty smell), blackened brand new pans, killed tea kettles by melting them, guess you would say I have a black thumb when it comes to cooking. Most of the time this is not an issue, as my husband is the cook in the family. So when I occasionally go into the cooking mode, I need to be sure I use a timer with a very loud alarm to wake me from my reverie and interrupt my concentration so I redirect my attention to the kitchen, the fire under the food and avert any potential disasters.

When I focus on a task, without distractions, my brain is fully engaged and works faster than when my attention is split.I can get more done, when I work in sequence, instead of trying to do too much simultaneously.

Give the uni-tasking method a try. I think you will enjoy what you are doing, be in the moment and have less likelihood of repeating my flammable mishaps.

Safety studies have shown that when we talk on the phone at the same time, our brains are 35% less efficient. That loss of attention could prove fatal to you or others.

Put down the phone, yes, even if you are using a headset or speaker, when you are driving. Focus on what you are doing there, and elsewhere in your life. You’ll have less stress, get more done, and enjoy the journey.You’ll be more productive.

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Have you every been stuck in “Perfection Paralysis”? Have you missed out on opportunities by waiting until everything was perfect?

What if you knew your were perfect right now? How would you act? What would be different for you?

Weight the value of your effort and investment in an idea or project against what you expect to harvest to be. ROI, return on investment takes into account the ingredients that go into the pie and the final product.

Looking at actions as an investment may change the way you evaluate and spend your resources.

Please subscribe to my blog. It’s free and you’ll find more tips to help you cultivate your clients and grow your profits.

 

Let your perfection shine. You are perfect as you are. You know enough, you are enough, and you are perfect.

Next time you have a good idea, test it using the Lean Start-Up model. Invest the smallest amount of resources to test your idea. If it sticks with your audience, you can make it better. If not, move on, revise your idea, knowing that you have what it takes to succeed.

You should subscribe to my blog and to my YouTube Channel. You know you want to. Just do it now.

 

April in Northern California brings uncertain weather. Showers, sun, heat, wind, heavy rain. The garden is begging for attention. Established plants are braving the swing in temperatures. They can do that because they are well established. They have a strong infrastructure to support them. Their roots know the earth where they are living. They have adapted. Their ability to thrive where they are has given them a secure spot at the table.

But what about those fresh, tender, small plants you purchased at the nursery in hopes of freshening up your garden with spots of color? These young plants have fragile root systems. They need time and care to adjust to a new environment. Most will need a higher level of attention and care until they have established themselves in their new garden home.

Clients are like tender plants

When you begin working with a new client, treat them as you would a transplanted seedling. Give them attention, nurture them. Protect them as they grow roots and you both become acclimatized to each other.

As your relationship grows, provide a structure for growing, support them. Feed them regularly. Be sure the light, water and temperature are just right for healthy growth. Add to the mix when needed. Keep your relationship free of weeds. Amend the environment with your time and attention.

Regular Care Required

Treat your clients with care. Give them regular attention and the food they need to thrive. Be a responsible gardener. With regular care, your clients will be as happy and as healthy as the plants in your garden.

 

You can’t see it if you are not looking for it.

Yesterday, I set down my computer glasses on my dining room table. I rarely have my computer glasses on outside of my office. After setting down my glasses, I rushed off to an appointment. When I got back to my office, I couldn’t remember where I had put my computer glasses. This is a big deal, since I spend a large part of my time in front of a computer screen. It was critical that I find my prescription computer glasses fast so I could get back to work on a project for one of my clients.

I spent several minutes searching from room to room, scouring the likely places where the elusive glasses would be. After multiple trips from my office to the office where my accounting software resides, which was the last place I remembered having them on, I became alarmed, thinking that I had misplaced or lost my expensive, prescription computer glasses. Without them, I would not be able to work for more than a few minutes at my computer. That could be a disaster for meeting the needs of my clients.

I knew I had my glasses on earlier in the day. I remembered that I had  set them down safely. But,here is the rub, because I am a visual thinker, when I remember something, I see a picture. If I can’t picture something (like the exact location of my glasses), I can walk right by it, even look directly at it and not “see” what I am looking for. Has this ever happened to you?

Why We Sometimes Can’t See What is Right in Front of Us

Our brains use a method of recognition called the “reticular activating system.” This part of your brain controls your level of attention. You can deliberately program it to filter information and pass it between you conscious brain (aware) and the subconscious brain (the part that works in the background).

You may be familiar with and an example of how the reticular activating system works. You may have experienced it yourself that last time you were thinking about purchasing a car. Suddenly, everywhere you were, you saw the make and model of the car you planned to buy. Did these cars suddenly materialize or multiply when you started to focus on them? Not at all, but your brain begin to filter them into your awareness. Your high speed processing computer, your brain, suddenly had instructions that made it easy for you to see what was already all around you. It recognized the importance of these cars and allowed you to see them.

Your Automatic Goal Seeking Mechanism

The reticular activating system has been called your automatic goal seeking mechanism. Setting goals using the power of the reticular activating system fires up your awareness of the elements you desire. Our brains can not differentiate between what we imagine and what is real. Using your brain to imagine a reality where you have exactly what you want will help you filter in the resources, people and actions needed to make the imagined real.

Getting back to my misplaced glasses, I knew that I was not seeing them, and rather than spend endless time in a frustrating search, I asked my husband to look for them for me. The result, he found them in plain sight, on my dining room table in less than 60 seconds.

If you don’t know what you are looking for, you can’t see it. If what you want doesn’t line up with what you believe to be true, you can’t see it, even if it is right in front of you. If you want to change your life and business outcome, you must first see the change, believe it possible, and then, your amazing brain will filter in success. It will know how to recognize opportunities. Try it and see what happens for you.

If you are a visual thinker like me, picturing what you want is like giving your brain a new, laser-focused, pair of glasses. Take this a step further. When you are building your marketing messages, you can create a picture of  what life will be like when your clients have what they want by using your products and services.

Just picture it.

 

We’ve had a lot of rain in Northern California in the past week, about 7-8 inches in Sonoma, where I live. As I look out at our garden, new shoots are popping up, but there’s a lot of run off, dead leaves and debris that needs to be cleared away. It got me thinking about how this may mirror what is going on in your business.

A Flood of Business

Solopreneurs often experience a flood of work and while they are busy fulfilling the needs of their clients, things like planning, returning phone calls and developing new business piles up and creates stuck energy. Running your business is more like a marathon than it is a sprint. Doing a little bit of customer relationship maintenance every day is a healthy practice. It will keep you alert to subtle shifts and potential challenges before they become emergencies.

What’s Cluttering Up Your Business and Dragging You Down?

I was reading the current issue of Cooking Light when I came across an article that hit me like a flash of the obvious. The author suggested that by cleaning up my environment, I would find an abundance of energy and reduce my level of stress. All I needed was a few simple and very doable action steps. I have worked with several professional organizers, but I have a propensity for collecting printed matter. I love and crave information, books and other physical manifestations of information and beauty. When I came across the handy workbook suggested in the article, I immediately downloaded it to my iPad. It’s a free pdf, or Microsoft Word document. You can get your copy at http://www.throwoutfiftythings.com. The official title is “The Big Letting-Go Workbook.” Gail Blank created the workbook as a companion to her book, Throw Out Fifty Things.

My husband and I both enjoy working with fiber. We have tried our hands at weaving and have three full sized and one portable loom. We purchased one loom many years ago from a friend. Her husband, an engineer, built this loom. It is beautiful, but doesn’t suit either of us. We talked about selling it many times, but never took any action. Yesterday, my husband agreed to take a picture of the loom and post it for sale on Craig’s list. He got an email today and we have a buyer. Not bad for a few minutes of effort, which is motivating us to keep looking at what we have that is not working for us and finding new homes for the items that we no longer want or use. We only have 49 more items to go!

I’m evaluating my business as I prepare to launch my new brand. I am measuring and examining what is working well, what is in need of repair and what I need to discard or retool.

I have some clients who are wonderful, a joy to work with, they pay me well and they give me referrals. It makes sense for me to give them the bulk of my attention, to nourish our relationships and cultivate them with care. What really seems to happen when I am not paying careful attention: the clients who demand the most for the least compensation suck up a disproportionate amount of my time, energy and resources. When I observe this from a 500 foot perspective, it is easy to see that there is an imbalance in this situation. I may choose to renegotiate my working relationship with the “difficult and less profitable” clients, or I may decide to stop working with them to free up my time for the clients who are providing joy, profits and their referrals.

Look at your numbers, how do you feel, what is the quality of the work you are able to generate when you feel valued. If you are like me, it becomes easier to structure my time and energy in a productive and profitable way. I may initially have a few conversations that are difficult when  I “fire” the clients that are not the best match for my new vision. In the long run, we will all be happier. They will get what they need for the price they can afford. My services are not a commodity, and the clients who recognize this receive so much more as a result.

In gardening, it is important and necessary to prune away and deadwood, clean out debris, and give attention to plants that may need a little more encouragement to thrive. Keeping a vision of my business as a garden it helps me to be more objective. I have physical reminders in my home and on our property. My husband raises orchids. We started with one plant, a phaleonopsis, about 30 years ago. Today, we have approximately 400-500 plants.

Last year, we had a pest problem that required strong action. All of the surviving plants had to be disinfected and repotted. The entire greenhouse had to be scrubbed and disinfected. We lost about 40 percent of the plants that were in the greenhouse. After cleaning it out, it was very clear that we had an opportunity to encourage the survivors. They are the plants that are best suited for our environment, they are the healthiest plants and they ones that adapted to our growing methods. We are being careful about introducing new plants to our collection, least we have a repeat of this devastation.

Look at your list of business as objectively as possible. If you’ve got clients who are not adding positively to your business, if  they’re taking a lot of your time but not contributing an equal amount to your profits, its time to prune them or restructure your relationship.

After my husband, Garry, cleaned up the greenhouse, it was obvious that the plants that survived were the right ones for us. We used to try to grow lots of varieties of orchids that need more light, less light, cooler temperatures, more moisture, than we could provide. Over time, they were lost to attrition and we got smarter about which plants we could grow well and enjoy.

What is in your business that is taking up more time, energy and attention without producing the enjoyment and profits that you deserve?

Because of our experience with a persistent pest, this year we are enjoying more blooms and stronger, healthier plants that we have in many years. And, we are more selective about where our time, money and energy go.

Eliminating those weaker plants gave us space to see what we had, and make conscious decisions about what we want to add and revealed the hidden gems that were crowded by too many plants.

Take a good, clear look at your client list. Go through your book of business to see which clients are taking lots of time but not producing income for you, which clients are producing income and giving you joy. It will make it easier for you to turn your attention to where it will be the most rewarding. This analysis will illuminate what or who is dragging you down.

You can have a healthy business if you behave like a gardener.  Watch where you spend your time and attention. When you align your intentions with the reality of who is generating your income, you can enjoy a beautiful, blooming business.

 I’m Judy Baker. I’m Completely Creative. I help speakers, authors and coaches cultivate clients and grow profits. 

Watch this short video clip for more about how to clear out the clutter and prepare your business to bloom.

 

I posted my new business portrait on this site and other locations on the web. I was so pleased with my portrait, the photo session and my relationship with the photographer, Erin Hayes, Erin Hayes Photography, that I posted a recommendation for her on LinkedIn, Facebook and Twitter. I got lots of positive comments on the portrait, which translates into lots of eyeballs who viewed my recommendation of Erin.

I shared my testimonial with the members of my business group, Sonoma Success Partners. My friends, family, and business contacts, read or heard my testimonial for Erin. In a few minutes, I had shared my positive experience with hundreds of people I know and through them, with thousands more. The people who commented on my portrait and recommendations, multiplied my message exponentially.

The power of social media

• sharing what you know
• sharing what you like
• sharing what makes you mad
• sharing what inspires you

It was easy to do. It took me a few minutes to compose my message and a few more to post it. Then the magic of sharing took over.

Want an easy way to promote your business?

Leverage testimonials from your clients by asking for them on social networking sites.

Ask for written testimonials that specify a service or challenge you helped to resolve.

Ask your clients to record a video or audio testimonial for you. You can upload videos to YouTube, embed them on your web site or blog posts. You can embed or link to audio files.

Give and Receive Testimonials

I got busy giving and and requesting testimonials. LinkedIn lets you review recommendations before they are posted. It also prompts you to give a recommendation when you received one. Reciprocity at its best.

Get them in writing. Then you can pepper your web site with endorsements from happy clients. The credibility of paid advertising has dropped to an all time low of 14% believability versus our faith in word-0f-mouth comments. Real people, real words, real solutions, translate into rapport and trust.

In a previous post, I commented on what is known as “The Oprah Effect” or the “Tim Ferris Effect.” Getting connected to someone who is famous, has a committed and engaged following, can turn your visibility super-nova bright. I worked for a graphic designer who was also an avid golfer. He invented “Loud-Mouth Golf,” fun and funny golf attire and accessories for golfers with a sense of humor and style. His strategy for promotion, give the pants to famous golfers who then endorsed them. He leveraged his way into a larger circle of buyers and fans. I visited his web site today and there is now world-wide distribution of his products. Not bad for a grass roots company with marketing smarts. This strategy works because humans take on the style, habits, attire and behavior of our heros, and people we like. It shows we belong.

What’s your next step?

See where you have a strong presence already and look at how you can increase your visibility through recommendations and testimonials. Here are some sites you might want to add to your list of cyber addresses. Most are free to join. Building your google juice depends on who knows you. Testimonials and recommendations are a proven way to expand your circle of influence and your profits.

 Sites That Make It Easy to Capture Testimonials and Reviews

• LinkedIn
• Manta
• Yelp!
• YouTube
• MerchantCircle
• Facebook
• Twitter
• Google
• Google Maps
• Bing
• Local.com
• JudysBook.com
• AngiesList.com
• TripAdvisor.com
• OpenTable.com
• BBB.org
• Google+
• Google Places
• Yext.com
• Yahoo! Local Listings
• Citysearch
• foursquare
• ziplocal
• likelist

Testimonials are better than ice cream. Especially when they are shared.

 

Some people might think a winter garden is a bare and dreary place.  If you live in a warmer climate, like Sonoma, you may grow roses. If so, you know that you need to prune them severely in the wintertime in order for them to have full blossoms in the spring.

Here in the Wine Country, we have been experiencing an unseasonably warm and cold winter. This time of year, there is a lot to do in preparation for spring. Usually, the garden would be nearly devoid of flowers this month, but because it has been so warm, some color and bright spots are popping up already, like the first daffodils rising from their leafy bed. Oranges are nearly ripe and ready to eat.

There are many examples of fruit trees and other blooming plants that need to be pruned severely in order to produce new wood and healthy blossoms and fruit. In fact, with out a good pruning, these plants suffer and decline.

During the winter months it’s a good time to take stock of your business and see what needs to be pruned away as well.

I’m in the process of culling files from my office and my computer. In fact I had a major system issue with my computer which is forced me to look at the files that could have been causing the problem and clearing them off so that I could have a good computing experience once again. Sometimes even the smallest disturbance can cause major problems.

In business, you may have one customer who is consuming more than 80% of your time. When you look at how much revenue they are generating, it is probably less than 20%. On the reverse side, according to Parato’s principal, you probably have a client who takes up only 20% of your time and generates 80% of your income, so take a look and see what you can cut out of your life if it isn’t working for you, and do more of what is working for you instead. Like the winter garden, there is activity even when you don’t see it.