Merchandising Your Professional Service Practice

August 19, 2009 by · Comments Off 

I read Creating You & Company in 1999 when I was planning to leave my last real job and start my professional service firm as a solopreneur. Picture 38

It was a great influence because it validated my sense that “having a job” was a worn out concept, signally that huge, disruptive shifts would take place in the world of work. It also supported my business model idea which was to offer services as products, which I call programs.

Recently, its occurred to me that professional service “products” need merchandising just like any other product. I know quite a bit about merchandising because I work part-time doing garden center merchandising as the liaison between the grower and the big-box stores.

Three fundamental merchandising concepts in garden center merchandising can be effectively applied to professional services:

Display – One of the first things I do when I take on a new store is to scan what product is out front in the main aisles and benches, and to look at what product is in the lot and in the back of the carts. Typically, there’s old stale product where people are shopping and fresh new product languishing where nobody can see it. Are you displaying your best solutions, ideas and content where your clients are are looking and shopping?

Consolidation – In the garden centers, I’m continually maximizing shelf space while at the same time grouping products for maximum appeal. The more I do it, the greater the capacity I develop for quickly scoping out very large areas, visualizing the end result, and figuring out the most efficient way to get that result. What are your opportunities to continually consolidate and group together your solutions, ideas and content so they “pop” when your clients are looking and shopping?

Culling – I’m surprised how difficult it is for people to get rid of product that’s no good. I think its mainly because they can’t make culling decisions by putting themselves in the customers’ shoes and asking themselves: “will I buy this?” Its a no excuses point of view. Prolific author Stephen King is a great culler and strongly advises that aspiring writers pay strict attention to culling:

..kill your darlings, kill your darlings, even when it breaks your egocentric little scribbler’s heart, kill your darlings. – Stephen King

Are you hanging on to boring or outdated solutions, ideas and content that are spoiling the overall appeal, and are holding back the growth and momentum of your professional service practice?

If these fundamental merchandising concepts make sense, and the questions hold some truth for you, this may be a good time to put aside the latest and greatest tools and technologies and merchandise your professional services. Inspiration is always available at your local garden center. If you need a good system, I love WordPress.

Post to Twitter

Filed under: content-marketing, creative habit, design, disruption, going solo, innovation, job shift, Professional Services, self-expression, self-management, simplicity, solo psf, writing
Tagged: ,

The Prequel to Your Show

April 26, 2009 by · Comments Off 

simulated-cosmos

I’m a big Battlestar Galactica fan. I’ve watched most episodes several times to understand the story’s complex arcs, but always had some unanswered questions. The producers and writers clearly wanted to challenge the audience, and succeeded.

Despite my passion for BSG, my expectation for the recent first episode of the prequel, Caprica, was fairly low. The initial reviews were lukewarm so I figured it wouldn’t live up to the BSG series and might confuse me. I was wrong. It was great.

Since watching it, I’ve been thinking about the value of the backstory to bloggers, speakers and solo professional and creative practitioners.

You know how the prequel is usually done in business. The writer or speaker either begins with, or interjects some version of “now let me tell you a little bit about myself”. Its a literal and linear approach, although sometimes effectively interjecting anecdote and humor as it explains. The Ron Moore (BSG and Caprica Executive Producer) approach is much more interesting. It doesn’t explain, it unfolds. The audience has to be more attentive in order to connect the slender threads between past and present. So its a compelling and inclusive user experience and not a boring account.

Your backstory can be woven through your content. Its your personal myth: defining moments, experiences, insights, synchronicity, dreams, joy, metaphor, suffering and learning that you made happen or let happen and that changed you. Your readers, viewers and listeners won’t be bored, and they won’t be confused about what they really most want to know: who are you?

Post to Twitter

Filed under: authenticity, Content, inclusion, metaphor, personal brand, self-expression, writing
Tagged: , , ,

You Don’t Need to Botox Your Blog

March 9, 2009 by · Comments Off 

Recently, a female celebrity remarked that she’s against Botox because it takes the “warmth” out of a person’s face. I think the result is a blandness and sameness. I see a lot of that in blogs,too.

picture-1

Sometimes they’re too long. The subject may be interesting and the post well written, but it could’ve delivered the same value in 1/4 the length. They have a “sucking up all the air space” and boring quality that we dread in presenters.

Sometimes they try too hard to retrofit the content to some idealized blog format and the main points get lost. They use too many sub-headings and popular keywords that unnecessarily break up the flow or try to hide that there is no flow. They have a “that’s nice but I don’t really get what you’re trying to say” quality.

Sometimes they’re too reductionist. They over-simplify and strip the rigor and critical thinking out of every strategic and creative topic (including creativity!), reducing it to some version of 10 tips or 7 steps. They have an “I’ve heard it all before – please tell me something I don’t already know” quality.

I’m sure there’s many tactical reasons for the above: wider appeal, standardization, SEO/SEM, less risk. And like a Botox face, they can be very attractive and successful. But they just don’t inspire.

Post to Twitter

Filed under: authenticity, creative habit, Creativity, differentiation, self-expression, WordPress, writing
Tagged: ,