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PIC Newsletter - April 2016
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Hope you enjoy the latest edition of The Buzz!
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A Dr. Phil-style confession from PIC chair Sharon Aschaiek
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 Would you rather be right or happy?
It's an expression you've probably heard before. Both would obviously be nice, right?! But where that's not possible, I try to opt for being happy -- something I learned long ago from Dr. Phil before he became a wannabe Maury Povich.
But that wasn't the case in a recent conversation I had with a client. He wanted to proceed with a project in a way that would create additional work beyond what we had agreed. What began as a professional conversation about how to handle the changes devolved into a somewhat heated disagreement. It was uncomfortable both for me and the client, since we usually get along great. Plus, it was so far out of the norm for me, it felt a bit like a case of body snatching.
Usually, when scope creep comes up, I ask myself questions to determine whether it's worth asking for more money, such as:
- How much extra work is really involved?
- How much do I value this client?
- Generally, how easy is this client to work with?
- How much do I enjoy this kind of work?
- Do I want to work with this client again?
- What do I know about this client's budget?
- Can this client refer me to other potential clients?
After our conversation, I reflected on what went wrong and how I could do better next time. I came up with a few insights you might find useful:
Don't take it personally: An obvious one, but worth remembering: with work, as with anything in life, it's never about me. The client cares only about getting a project done right. I need to keep my ego and my feelings out of the equation and stay professional.
Be a diplomacy rock star: Being effective in business means knowing how to communicate and negotiate with people. It's a skill that comes with practice, and the more clients I deal with, the easier it gets. Still, it never hurts to brush up on people skills. A friend recently told me about an excellent course in Toronto that I might try: How to talk to people about things.
Be involved in strategy: Sometimes I'm involved only with executing the tactics of a project, not with developing the strategy. So if there's a problem with the strategy, it can create more tactical work beyond what was agreed in the contract. Advising on strategy can help me steer my clients in the right direction and avoid unforeseen and costly mistakes.
Think big picture: With some cases of scope creep, despite my best attempts at negotiating, I might not get extra pay for my extra effort. It may not be fair, but being defensive or argumentative with a client won't help matters. It just affects my professional reputation and, in the end, makes me feel bad. In these cases, what I should do is learn from what went wrong so I don't repeat it.
As for the fallout from that less-than-ideal client interaction: I decided to call him to apologize. Even though mistakes were made on both ends, it was important to me to smooth things over, since we generally work well together, and the projects are interesting and pay well enough. And that's the conclusion of my Dr. Phil-style confession!
Continued success, |
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Newsletter archives
| Find back issues of The Buzz here.
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We want your talents!
| Interested in writing, editing or contributing ideas for PIC's The Buzz or IABC/Toronto's Communicator? We'd love your help. Let us know!
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PIC 2015-2016 Executive
| Contact any of us with questions, comments and ideas for speakers or topics:
Chair: Sharon AschaiekCommunications: Sue Horner
Membership & Events:
Sohini Bhattacharya
Programming: Susan Nakhle and
Social Media: Jacqui d'Eon |
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April 6 recap: Four prospecting strategies to grow your business
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There's a better, warmer way to build your business than cold-calling strangers. Copywriter and business-building coach Ed Gandia shared four core strategies with PIC members during a webinar April 6:
1. DIRECT OUTREACH
This method sends people a direct offer to help or plants a seed for future connection, using:
(a) Warm email
"Think of warm email as cold calling by email without the yuck factor," Ed said. The goal is to start a conversation or pique someone's interest, not to land a client. So customize each message to your prospect.
(b) Direct mail
If you can't use email because of Canada's anti-spam laws, use Canada Post to mail a short "warm letter" of 125 words or less, a lead-generation letter offering a white paper or a postcard announcing a new service.
(c) Telephone
Follow up with past clients or professional contacts by telephone. Make sure you have already connected elsewhere, maybe through email or snail mail, and set up a lunch or coffee.
(d) Social media
Social media, particularly LinkedIn, is a way to humanize yourself and stay top of mind with your clients and professional network. Do share both business and personal updates. Don't blast out generic messages; take the time to personalize and add your perspective.
2. REFERRALS
Work on cultivating referrals, realizing that most clients won't send work your way unless you ask. So, ask -- when praised, at the end of blog posts, in case studies, in newsletters. Say that much of your work comes from referrals, and you would appreciate knowing about others who might need your services.
3. NETWORKING
Adopt the mindset that you're building relationships, not trying to walk away with a sale. Focus your efforts, getting involved in no more than a handful of organizations. Choose ones where the members understand the value of your services and might hire you. Then don't just attend events; join the board and volunteer, which allows members to see the quality of your work.
4. NURTURING
Prospects probably won't need your services at the exact time you contact them, but staying in touch over time may mean you're the first person they think of when timing is right. Here's how: (a) Build a library of content
Create your own articles, white papers and success stories. Clip interesting articles, reports, stats and research, books (nobody sends them and nobody throws them away), news articles. (b) Vary the media Don't just send everything by email. Send an occasional snail mail, pick up the phone, leave voice mail. (c) Pay attention to frequency Ed usually connects every two months, and says between one and three months is about right. (d) Use a tracking system Start small with a simple spreadsheet tracking prospect names, what you sent them and when. From ideas to action plan Ed advised us to pick one strategy to start with, like direct outreach, and commit to putting it into action this month. Commit to a second strategy next month. "Keep your game plan so ridiculously simple you will do it every day," he said. "Ask yourself every morning: 'What one prospecting action will I commit to today?' Focus on effort and consistency, not results. Build the habit and the results will come."
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Missed the prospecting webinar? Listen to the recording -- but only until April 30
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In his April 6 webinar, copywriter and business-building coach Ed Gandia was full of ideas and strategies to help PIC members develop and use an effective prospecting plan. The recap above doesn't begin to cover all his great advice.
Couldn't make it? Don't worry, it's not too late to listen! You can buy access to the recording at the same price as the original webinar -- but only until April 30. ( If you registered for the webinar, you should have received a link to listen to the recording, too.)Here's what some of the participants had to say: - "The webinar with Ed was terrific! His presentation was very accessible and he shared lots of useful information -- some of which I've already implemented, as you can see in my tagline!"
- "Great advice from Ed!"
- "Just wanted to let you know I thought the webinar was great. I've attended a few of Ed's sessions now and I find he always delivers value for your time."
- "Many thanks for organizing this excellent seminar! It was informative and practical and I know I will use many of the things I learned in the future. It's great to get tips from an expert on a topic that can be the bane of my existence."
Fees: IABC members: $21 ($23.73 with HST) Non-members: $31 ($35.03 with HST)
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April 19: PIC Tweetchat on tips and tricks for new independent communicators
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PIC hosted our first Twitter chat ( #PICTorontochat) on April 19, inviting new and seasoned members to chat about the basics of running our independent businesses. Check out the Storified recap.
Thanks to PIC chair Sharon Aschaiek and the chat moderator, PIC member Bill Smith, for leading the discussion about the must-knows and must-dos when starting a new communication business.
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May 3: Come on out and make connections with IABC/Toronto (earlybird ends Tuesday)
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Tuesday, May 3, 2016, 6:30 p.m. to 8:30 p.m.
The Spoke Club, 600 King St. W., Toronto
Join PIC on May 3 as we come together with other colleagues within IABC Toronto for an evening of networking, refreshments and intriguing conversations. Whether you're looking to expand your business network, make a career change or branch out on your own, you'll walk away with valuable insights and new connections.
Registration fees:
IABC members by April 26: $28 ($31.64 with HST)
IABC members after April 26: $35 ($39.55 with HST)
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Other events of interest to indie communicators
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(1)
May 13, 9:30 a.m. to 3:30 p.m.
Social Media 101 Workshop
Toronto Board of Trade, 1 First Canadian Place, 77 Adelaide St. W., Toronto
Are you tired of trying to figure out social media on your own? Would you like to get your burning questions about the WHY and HOW of social media answered? Then come to this hands-on workshop with Donna Papacosta, where you'll learn about the benefits of a social media presence, the importance of strategy and details about blogging, Twitter, LinkedIn and more. PIC members save 15% with promotional code iabc2016. Learn more and register PWAC members, Editors Canada members and freelance business owners are invited to learn how to Take Your Business to the Next Level! Enjoy professional advice, lively group discussions and mini-consultations with one of three industry experts -- Dorothea Helms, Jayne S. Huhtanen and Cathy Mendler. First come, first served for a consultation, so arrive early to sign up. Learn more Note: If you hear of a communication-related course, workshop or other event we should share with PIC members, please let Sue Horner know. Thanks!
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PIC Personalities
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Meet Katherine O'Brien
By Heather West
Katherine O'Brien is a freelance content writer and editor who specializes in health, senior care and aging. She works with small and medium companies, startups, non-profit organizations and content marketing agencies, creating content that engages target audiences, sells brands and educates clients. Katherine can be reached at 416-924-0027, 647-707-0027, on LinkedIn or
What's your background?
I have a degree in journalism and a corporate communications certificate. I wrote for small papers for a couple of years, and then left writing for about 10 years and went into social services. After I went back to school for my corporate communications certificate, I worked for a non-profit organization writing and editing their career and education site.
When did you launch your independent business?
When I was laid off about two years ago, I decided to take the Ontario Self Employment Business (OSEB) Program. At that point, I decided to go freelance although it's been only recently that I have been able to devote myself full time to the business.
What type of work are you doing these days?
I mostly focus on the senior care sector these days. In recent times, I was a caregiver for my elderly parents so I have some insight into the issues that both seniors and caregivers face. For the most part, I'm working on blogs, ebooks and articles. I'm particularly interested in long-form writing and would like to specialize in reports, ebooks and eventually white papers.
What do you enjoy most about being an indie?
I like the flexibility and being able to work out of my own space, and the fact that there are a lot of windows and natural light. I also like that it challenges me to grow, take risks and put myself out there more.
What don't you like about being an indie?
The thing I struggle with the most is pricing. I have a lot of information and resources, but it's still difficult, especially when I really want the job.
There are some days when I feel like it would be nice to have stability and security. And I also don't like it when I spend too much time on my own. It is important to me to get out and connect with others. The key is finding the balance.
What advice would you give someone new to independent life?
If I had it to do it again, I would probably do things differently. Launching my business wasn't really planned, it just happened. I was supported by the OSEB, but I would tell others to think about it, and be clear about what you want. If I had been clearer about my niche earlier on, it would have been easier. I would also say build a network and have a financial cushion.
How long have you been a PIC member?
I joined both IABC and PIC just over a year ago.
What value do you get from your PIC membership?
I find it valuable connecting with people who are on the same path as I am. It's a high-energy, positive environment. I also enjoy learning and getting support on various aspects of my business.
We count more than 160 members in PIC, offering a range of talent from coaching and media relations to video production and writing. Do you know everyone? Our PIC Personalities feature introduces new members and randomly profiles existing members. Let Sue Horner know if you'd like to be profiled and she'll be in touch to set it up! You can find previous PIC Personalities in The Buzz archives and on IABC/Toronto's CommVersations blog.
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PIC earns an All-Star Award from Constant Contact
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 Constant Contact recently gave PIC a 2015 All-Star Award for our "exemplary" engagement with you, the PIC members and friends on our mailing list. Thanks to you, our open rates have consistently topped the All-Stars average of 24%, including 41.8% on the March newsletter.
Constant Contact says that only 10% of its customers receive All-Star status. Your executive believes this reflects on the value PIC members find in PIC overall, the usefulness of our programming and the event writeups and other content in the newsletter. Thanks for welcoming our emails into your inbox!
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Get your LinkedIn profile link on the PIC member list
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You may not have a website to include in your profile in the PIC Member List on the IABC/Toronto website, but you do have a LinkedIn profile, don't you? Send the link to PIC's Director of Membership & Events, Sohini Bhattacharya. Sohini keeps a running list that she updates with IABC/Toronto every quarter.
Not on the list yet? What are you waiting for? As a member of PIC, you can promote yourself at no charge in the directory. Simply send Sohini your name, company name, location, email address, telephone number, website, blog and a brief description of your business (up to 35 words).
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Find extra value in PIC's LinkedIn group
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You'll find useful information about building and managing a small communications business when you visit PIC's LinkedIn group: IABC Toronto Professional Independent Communicators (login required). Recent posts have included links to advice on scope creep, tips for getting referrals, content marketing and more, along with notices about upcoming PIC events. If you want to be in the know, join the Linked In group and set your notifications to at least weekly to keep up with the latest developments. You are welcome to post articles or ask questions that will help other members grow and manage their businesses. PIC's Social Media Director Jacqui d'Eon moderates the group.
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PIC is a special interest group of IABC/Toronto. PIC's mission is to support independent IABC/Toronto communicators through professional development, networking and marketing. The Buzz is PIC's e-newsletter, intended to inform independent communicators about our activities, share professional development tips from past meetings and keep us aware of what's going on. Connect with us on the web at pictoronto.com and LinkedIn.
As the largest chapter of the International Association of Business Communicators, IABC/Toronto provides access to products, services, activities and networking opportunities in Toronto and around the world. IABC helps people and organizations achieve excellence in corporate communications, public relations, employee communication, marketing communication, public affairs and other forms of communication. For more information, visit the IABC website.
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Editor and Director, Communications - PIC
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