Doing Things When You Can't

Some writers - and people, in general - seem flustered when they must develop new skills or capabilities, like calling prospects and selling, or interviewing intimidating people. "But I can't do that," they say.

There is a chance that if you're reading this, you fall into this category at least part of the time. We all do. But you can't let that distract you. Of course there are aspects of this business that you can't do. No one is born ready to run a business. People with the most natural affinities for business must learn - a lot. No, you don't know how to do all of this this, but you can develop the skills and experience you need. Just start. Pick an aspect of what you don't know how to do, and then do it. Even if you do it badly, that's fine: Do it again. Again. And again. If you have ever learned how to ride a bike, then you've gone through the process. Eventually you suddenly find yourself doing what was impossible. That's how you grow your business, the impossible made possible, one step at a time.

Three Marketing Approaches When Things Are Good

I can feel it now - that warm comfortable sense of well-being that comes on when my schedule is full. But it's the same warm sense that reportedly comes on before you freeze to death. Whenever you feel that things are going right, you can depend that they will soon go wrong. So when things are looking up for business, that's when it's time to knuckle down and push forward on your marketing. However, there is a difference between times like these and when things are slower. Here are some ways to make your marketing pay off:

• Replace clients. Because you're in a strong position, seek replacements for your least desirable clients. You aren't in a rush, so begin testing a few new clients, see which ones provide the most satisfaction, and then begin weaning yourself from the ones that aren't worth the time you spend on them.


• Think long term. Different companies or publications take various amounts of time to bring into your business fold. When things are going well, you can begin developing relationships with the ones that take longer. These are often the greater prestige and better paying prospects.


• New areas. You might have wanted to move into new areas - whether subjects, industries, or types of writing. When you go into something new, you often can't prove the value you can in more established areas. So when things are going well, you're in a position to take some lower-paying work, if necessary, to establish your credits in the new area so that you'll be in good shape to get the better pay. When things are leaner, you may be more dependent on the revenue from each assignment, and so won't necessarily have this opportunity to develop your business.

Marketing isn't a uniform and unchanging activity. Let yours be sensitive to where your business is at any time and shift your focus and approach to make marketing increasingly effective.