Jean Chatsky presented a Money 911 segment on The Today Show yesterday that captured my attention. A viewer wrote in for advice about whether now was the time to launch her own business. Chatsky (photographed at left) recommended the viewer moonlight for six to 12 months and save income to sustain her lifestyle that would last just as long before leaving her job. That got me thinking to the circumstances that led me to launch my public relations and do-it-yourself publicity tool and training company.
I started my business at the height of the “dot com bust” when jobs were few and the economic mood was somber. The date was February 2, 2001. My husband and I had learned to live on one income when our son was born in 1997, so starting my business offered the potential to relieve us from coupon clipping, casseroles, and the other choices parents make to focus on family — provided I could earn my first client or two in short order.
Because running a PR business requires a computer, a telephone, and Internet connection, start-up costs were low. I just put the word out. As a publicist, my “put the word out” skills may be better than most. Soon I was making money, having fun, and buying better groceries.
When I got to the five-year anniversary of my business, I had learned a lot and wrote an article offering 9 tips for business owner hopefuls from one celebrating the five-year mark. That article started me on a path to writing articles often and much. Now, I am a monthly “Media Savvy” columnist for the Puget Sound Business Journal and contribute do-it-yourself publicity tips and advice to a variety of other online article directories and blogs. Now, I don’t define my success by the better groceries I buy. I define my success by the impact my ideas, resources, and skills have on others’ success. That has made all the difference.
If you are among the many who are pondering starting your own business as a way to navigate today’s daunting economy, read on for the lessons I learned in my first five years. I’ll be offering some of the other lessons I’ve learned over the last three years in the next few blog posts, so stay tuned.
9 Tips for Business Owner Hopefuls from One Celebrating the Five-Year Mark
By Nancy Juetten
Starting my own public relations and marketing communications business in February of 2001 at age 39 was among the most optimistic things I have done in my life.
Nabisco Brand Wheat Thins
Before electing to stay home for a year with my infant son in 1997, I held a variety of corporate marketing management positions. I was accustomed to making big decisions and influencing big outcomes. That is why I grew weary of managing the expense side of the household equation only to find that the generic brand of discount wheat crackers didn’t taste nearly as good as Nabisco® brand Wheat Thins.
Restless with my professional skills on the shelf, I applied my talent and passion for corporate storytelling and media relations to influence the revenue side of the household money equation. I wanted to earn money to buy better groceries.
To refresh my publicity and copywriting skills, I took great classes at the School of Visual Concepts. In short order, I sold myself to a few quality clients as a freelance copywriter and publicist. When I was hungry for steady work, I landed a ¾ time job at a small PR agency. Still, I longed for independence and greater influence to choose clients and projects. I left the job to pursue “high touch” assignments versus the “high tech” assignments that were a big part of my prior gig.
My first clients were fine grocery and specialty food retailers including Fran’s Chocolates Ltd., Oh Boy! Oberto Sausage Company, and TalkingRain Beverage Company. My business expanded to include professional and creative service firms and community banks.
On my path from desperate housewife to diva of publicity, I’ve learned useful lessons that might prove helpful to those thinking of launching businesses of their own.
Recognize the power in this most concise advice: Happy wife, happy life. Finding a way to use my writing and influence skills for profit was my path toward the “happy wife, happy life” ideal.
Figure out a way to spend 80% or more of your time doing work you are passionate about. Storytelling has always captured my interest, and that is the foundation of my efforts every day.
Price your services right. Believe in the value and have courage to charge market appropriate fees.
Oprah Winfrey once said, “Surround yourself only with those who lift you higher.” Observe and learn from the success of others. Choose clients, employees, and vendors carefully.
Demonstrate your passion. It is contagious, and it is the most persuasive tool you have to attract quality clients to your care.
Don’t sell. Tell.
Be generous with your expertise in a general way so prospects will learn enough about the value you offer to engage your expertise for a fee to solve their very real and specific pain. Pain killers sell much better than vitamins.
Image counts. Build a personal brand. Pay attention to your wardrobe. Craft a winning elevator speech. Speak with polish and authenticity. Build a high-impact Web site. Launch an e-newsletter. Write for the media. Speak at conferences. These elements join together to say something powerful about who you are and what you stand for. Prospects will either nod “yes” or “no” based on the detailed picture you paint.
Take genuine interest in the success of others and how you can apply your proven, proprietary skills to advance their success. Their success is your success.
Have fun. Make money. One without the other isn’t good enough. Otherwise, go back to being an employee because it is much easier.
If I could emerge from the depths of post-partum depression to build a thriving business out of a desire to buy better groceries, what other rewards are waiting for those with the passion and commitment to pursue their entrepreneurial dreams?
My son Kyle is eight years old. He proudly introduces me to his playmates as the president of her own company. He and I talk a lot about why it is important to do what you love so you never have to work a day in your life. That’s a powerful truism for folks of any age. All this is to say that the payoffs for following your bliss are priceless. If it’s time to take that step, you know it. Best wishes for the journey ahead. Most of all, thanks to my clients for trusting me to get them seen, heard, and celebrated in their backyards and beyond. I do it for love, money, and better groceries. (This article was written in February of 2006.)
