No room at the inn

Author: December 6th, 2011 at 10:19 am

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40 comments

There actually was a part of ‘NO’ that I didn’t understand!

 

Last week I snatched defeat from the jaws of victory.

Luckily, Mike Boyle limited the extent of my folly.

That’s the thing about kind, clever clients.

They never stop teaching you.

Full house

November was my busiest on record, and December was chockers.

Having slogged 12 years to reach this happy state, I was ready to shout it from the rooftops.

So when Mike telegraphed that I may need to rejig an ad for one of his clients, I proudly replied:

Hi, Mike.

Just a quick heads up.

I’m fully booked for the rest of the year and offline from 24 Dec to 2 Jan inclusive.

I’m naturally very keen to help you and your client, but I’m already running a week behind schedule with current projects.

So my ability to rejig this ad is, to say the least, severely limited.

Best regards,

P.

As my email flew, I felt slightly odd. But I figured it was merely the novel exhilaration of being able to defer work.

Then Mike (aka Boiler) replied:

Paul

Thanks for the heads up.

Wow!

  • “fully booked up”
  • “running a week behind”
  • “limited”

First, well done on the Empire’s obvious success.

Now, a warning and advice from old player.

I once became so busy at Banjar because of my rapid promotion and selling skills that I started telling people how busy I was.

‘Stop! No more! Flat chat! Going so well!’ I cried.

Then, over the following 6-8 months, it all stopped!

I realised how important word of mouth and referrals were in the sales and marketing mix.

From that day, when people asked how I was going, I said, ‘Good, got a bit on, but could always do with more’.

I then increased my pricing and built a subcontractor model to make sure my talent and expertise never went to waste.

WHAM! the real business of Banjar became what it is today.

Points:

  1. Read Michael Gerber’s e-Myth again over Christmas and sit down and map out the Empire business of the future.
  2. Put prices up or
  3. Find another Paul Hassing online who you can trust and use so you can continue to ‘own customers’ who need beautiful words rather than become a copywriter who’s totally hamstrung by his personal limits and capacity. (That’s not a sustainable real business, methinks.)

Your friend and silent observer,

Boiler.

 

Reality check

Ye gods: Mike was right!

Only that day I’d knocked back a website job for a big bank.

What was I thinking? Worse, what do they now think?

I replied:

You are SO kind, Mike!

You’re quite right: I’ve lost sight of the big picture.

I’m carving out ten days to spend with Fonnie over xmas as we’re both wrung out.

I’ve been toying with a rate rise, but will seriously consider your other suggestions too.

Many thanks indeed for your expert reality check.

I am a very lucky camper to have you in my corner.

Best regards indeed.

P.

History lesson

Many years ago, an accommodation provider was packed to the rafters.

In response to a prospect inquiry, however, it offered alternative arrangements.

Had it featured a large NO VACANCY sign out the front, history may well have been different.

Next year, I’m keeping my options open.

How about you?

:)

 

| Founder & Senior Writer – The Feisty Empire

Topics: Businesses, Featured, Sales & Marketing

Comments

  1. Author

    Lindy Asimus

    December 6, 2011 at 10:41 am

    Oh this is one to bookmark.

    I notice some people on Facebook particularly, who post every phone call like it is a big deal and exclaim all the time how busy they are and wonder 1) why they are saying that on a public board and 2) if it is true.

    If it is true, then it means they need a better system for handling higher capacity (as shown above) or better habits for handling time. “Busy” is often used as though it is a virtue. Mostly it is just poor management and often a lack of an overall cohesive vision and strategy to achieve it.

    Thanks for writing this it is a perfect reminder to Notice what’s going on.

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 10:56 am

      Thank you kindly Lindy (for your Twitter retweet too). Your Facebook comments are a revelation.

      I’m glad this post resonated with you. While publishing my error feels at odds with Mike’s advice, I think the lesson is too important to keep to myself.

      Best regards, P. :)

      Reply to this comment

  2. Author

    Malcolm Owens

    December 6, 2011 at 11:09 am

    Hi Paul,

    I 100% agree with Mike’s comments, he is spot on. Be careful what you telegraph to the market or you may fall foul of the future potential your ‘business on a roll provides’

    Certainly a backup copywriter at 70% of your charge out rate to allow time for a quick review (to protect your brand) before it goes out is the ticket.

    The ticket you will punch on your journey to overwhelming success, prosperity and wealth. Good idea to have a break over Christmas too, what a year!

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 12:07 pm

      Thanks heaps, Malcolm. Valuable corroborations like yours help us separate the trends from the blips.

      I tried long and hard to systemise The Feisty Empire. Alas, copywriting seems rather more involved than flipping burgers. http://myob.com.au/blog/policy-shift/

      And yet, as my wife points out, I’ll never exceed a finite income while my output is a function of how many hours I have in the day. And if I ever fall off my chair, we’re really stuffed. http://myob.com.au/blog/plan-b/

      One ray of light is the league of extraordinary copywriters I’ve met via social media. There are some smart cats out there who wipe the floor with me. So perhaps some kind of alliance is possible.

      It sure is hard to let someone else do your stuff, though. Imagine driving past a 50 m CBD billboard with a possessive apostrophe error. And in the bottom right corner: ‘Proudly written by (an associate of) Paul Hassing’. I’d be devoed. This is where your ‘quick review’ idea would be worth its weight in gold pens! :)

      Reply to this comment

  3. Author

    Paul Hassing

    December 6, 2011 at 12:24 pm

    The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It.

    Written by Michael E. Gerber

    (And highly recommended by the blogger who misquoted him last month.)

    http://astore.amazon.com/thefeiemp-20/detail/0887307280 :)

    Reply to this comment

  4. Author

    Mike Boyle

    December 6, 2011 at 12:38 pm

    Paul

    Wonderful post. While I sat for a day on that response to your email i am now so glad i sent it. How often do we think something today and never RISK sending when the real risk is not sending it.

    What is interesting is how many businesses i meet that have the same problem. Organic growth that builds a workload trapped by personal work capacity. I have a good friend who is a skin specialists. Over 15 years of study and nothing during that time on how to run a business. Working 80 hours per week and exhausted. I gave her e- myth, now she has a thriving profitable practice and she works 3 days a week! Her biggest fear while shifting to a real business? What her peers would think! Now thats a tragedy.

    Well done and happy business planning over Christmas.

    “Boiler ” the Sales Cat

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 12:44 pm

      Ah! Here’s the man himself! :D

      I’m bloody glad you sent it, Mike – AND let me write about it here.

      My blood chilled when I first saw your words. But that merely told me you were right.

      This is the best xmas gift I’ve had since my last Oxfam goat. http://myob.com.au/blog/gift-rap/

      Thank you! :P

      Reply to this comment

  5. Author

    Denise Mooney

    December 6, 2011 at 1:27 pm

    Paul this is a great post and it really hit home. I realised when I read it that I’ve been telling everyone how busy I am lately. So thanks for the timely reminder. And I will be rereading the E-Myth this Christmas too:-)

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 2:21 pm

      I’m delighted you’ve joined us, Denise! As a writer, you know how important it is to be read. And when another writer reads you … well, it’s just faborama. Thank you very much for sharing your thoughts! :)

      Reply to this comment

  6. Author

    Linda ~ Journey Jottings

    December 6, 2011 at 1:27 pm

    I love the fact Mike didn’t just think it – He did it!

    I went into publishing my maps so rather than only getting paid for when my drafting pen was in my hand the maps would continue earning for me, when I put my pen down -

    Problem now, is getting the time to pick that pen back up to expand the core range of products, when the busyness of business continues to distract me -
    Dealing with a burgeoning business successfully is even harder than establishing one where there’s no reputation to lose!

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 2:24 pm

      Hi, Linda. How can you tear your eyes away from Uluru long enough to read this post – let alone respond?! :) Your photos look amazing.

      Your maps are like nothing I’ve ever seen, so I sure hope they’re feathering your nest big time. When you do expand your range, perhaps you’ll share the news with us via a guest post … :)

      Reply to this comment

  7. Author

    Stephen Hamilton

    December 6, 2011 at 2:19 pm

    Good stuff. I’m glad both Mike and Paul decided to share this info; I’ll certainly keep this advice in mind for my own situation.

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 2:27 pm

      Thank you, Stephen. It was hard to rip the Band-Aid off, but it feels much better now the sun’s on it. :)

      Reply to this comment

  8. Author

    Winston Marsh

    December 6, 2011 at 2:20 pm

    And, Paul don’t forget Mike’s point about putting your prices up… we’ve visited that before haven’t we?

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 2:33 pm

      Too right, Winston. If it weren’t for you, I’d still be hawking tracts for a ha’p'orth in the village green! :)

      I found it very hard to get my mind around $120/hr, but I did it in the end.

      I now feel even more anxious about breaching that limit, which I’ve sat on for years.

      Of course I’d love to work less and earn more.

      But self doubt, ex-Catholic guilt and middle-class cringe go deeeeep …

      Have you got a quick fix for these meddlesome sensibilties? :)

      Reply to this comment

      • Author

        Paul Hassing

        December 6, 2011 at 2:34 pm

        Back story: http://myob.com.au/blog/the-agony-of-price/

      • Author

        Paul Hassing

        December 6, 2011 at 2:49 pm

        My other fear, Winston, is that it’s THE worst possible time to raise prices, given the global situation.

        Or does expert professional fabulousness literally eclipse all other factors?

        I find this a difficult premise to get my head around. :|

      • Author

        Winston Marsh

        December 6, 2011 at 5:34 pm

        I was asked a while ago what I would change if I had my life over again. My answer was “Nothing, except I’d like to have had more courage!”

        Seems like you need a bit of what I need Paul!

        As you say, you’ve sat on that fee for years so put it up 20 percent… you may lose 10 percent of your clients (not likely but they’ll be the price loyal, nagging and complaining ones anyhow) so with a 20 percent increase in fees you’ll end up with a net 10 percent more in your pocket,,, and here’s the bonus… 10 percent less time at work. That’s more time and money to spend with the lovely Vonny.

        All it takes is courage… and the ability to say, “Of course it is! But here’s what you get for your investment…”Whenever anyone says “That’s expensive”.

        Or the courage to frown and say, “Is cheap important to you?” followed by a pregnant pause whilst they discover that they associate “cheap” with “nasty”.

      • Author

        Paul Hassing

        December 6, 2011 at 6:25 pm

        By jingo, Winno; you sure make a compelling case!

        Would that all my clients reading this could do a whip round and publish an open letter to the Fin Review saying:

        TAKE A CHANCE, HONEY!!!

        I shall meditate on your advice.

        And one of these days, I may even do you the honour of finding the courage to follow it again! :)

      • Author

        Stephen Hamilton

        December 12, 2011 at 2:23 pm

        +1 for Winston!

  9. Author

    Leon Noone

    December 6, 2011 at 4:06 pm

    G’Day Paul,
    It’s the curmudgeon from Sydney here. Just a couple of things. When I ran an offline business and consulted to “major Australian companies” I refused point blank to quote for business. When I was asked, along with other consultants to “put in a quote” I would say. “It’ll take me X hours to prepare that quote. My normal hourly rate is $x. My fee to quote will be $x. That’s the equivalent of half my normal rate. If I’m successful, I’ll rebate that fee against the total fee.” If the prospect said “no” I didn’t quote. If they said OK, I always got the job.

    Remember too, the person most concerned about price is the salesperson. The client’s main concern is with value.

    And while I’m at it……. Before you reread Gerber, reread Ries and Trout. Everything isn’t marketing. But marketing is everything.

    And it’s lots for fun too.

    Regards
    Leon

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 4:13 pm

      Hi, Leon! I looked for you on Sunday between the big sticks at Vic Park – but you must have left early.

      Your quoting approach is very attractive. I still recall the devastation of failed tenders: http://myob.com.au/blog/the-tender-trap/

      Ad agencies could take a leaf from your books alright! Best regards, P. :)

      Reply to this comment

      • Author

        Leon Noone

        December 8, 2011 at 9:51 am

        Paul,
        I really tried to get between the big sticks at Victoria Park last Sunday but the effigy of a certain ex-coach was still smoldering. I’ll try to contact you next week when I’m in Melbourne. I’ll be in Warrandyte: on the right side of the Yarra of course.

        By the way, just discovered this marvellous quote about planning by Peter Drucker “Plans are only good intentions unless they immediately deteriorate into hard work.”

        And here’s a Christmas wish for the Fonnies and the Julies of this world; “Behind every successful man, there’s a woman rolling her eyes.”

        As the Temperence Seven used to say on the cracks in their records, “I thought you’d like that.”

        Carnabombers!
        Leon

      • Author

        Paul Hassing

        December 8, 2011 at 9:56 am

        Many thanks for your well wishes, Leon.

        I’m better in print than in person, so please don’t be offended if I fail to show up for coffee. Some believe I’m not really human – merely an app with a virus.

        They may be right. :)

  10. Author

    Judy

    December 6, 2011 at 4:16 pm

    WELL DONE Paul …this is my favourite Pulse Blob to date.You can tell a lot about people by their friends and you have a keeper in Mike.I’ve been wrestling a huge guilt trip re raising my fees even though clients constantly tell me they can’t get horse care like I offer anywhere else…. your words tipped the balance.
    Thank you and love to you and Fonnie for a beaut Christmas break.

    Reply to this comment

    • Author

      Paul Hassing

      December 6, 2011 at 5:08 pm

      Wow, Jude! You sure know how to cap a great day of comments! Man, if I wrote words like you bred horses, I’d have NO trouble raising my rate!

      http://myob.com.au/blog/the-30000-horse/

      Isn’t it funny how we can readily spot value in others, but it takes friends equipped with lengths of four by two to make us see our own?

      Thank you for your lovely response. :P

      Reply to this comment

  11. Author

    Dan @ The Blogshop

    December 6, 2011 at 8:34 pm

    Hi Paul,

    Really great post – retweeted it to all our followers and passed it on to a few friends and colleagues, too!

    Business is very rarely plain sailing and there are always going to be peaks and troughs. However, just as you discovered, it’s not just a matter of looking for work in the quiet times, but it’s finding the time to take on-board more work during the busier periods so the quiet times aren’t difficult.

    Definitely a piece to bookmark and keep coming back to for a reminder!

    Reply to this comment

    • Author

      Paul Hassing

      December 7, 2011 at 1:10 pm

      Hi, Dan! You honour us with your comment and very kind suppport. It sure looks like we’re not alone on this issue. Thanks so much for adding your voice. :D

      Reply to this comment

  12. Author

    Tash

    December 7, 2011 at 2:43 pm

    Good food for thought here.

    I have always been careful (perhaps even paranoid!) about what I say in terms of work when a client may be listening or reading. And I’ve never been comfortable with people advising to say you’re busy and have a full calendar just to look more impressive.

    However, some reading and rethinking of prices over summer for me, too, I think… You’re right Paul – I can see the value in others and tell them to increase prices but it’s much harder to assess your own value and pricing structure.

    Developing a team instead of relying on our own skills makes good business sense – both for greater income potential but also security if we do fall off the chair. I made sure I outsourced ‘the stuff’ first so more of my working time is writing rather than things I don’t like such as bookkeeping and data collection for reports.

    Reply to this comment

    • Author

      Paul Hassing

      December 7, 2011 at 3:30 pm

      You’re so generous, Tash. Thank you for this insight into your thinking and operations.

      Just as you’ve looked at what others do, I’m sure there are other readers thinking: ‘That Tash sounds pretty switched on; I wanna be like her!’ :P

      Reply to this comment

  13. Author

    Kathie M Thomas

    December 9, 2011 at 8:56 am

    Great article. I am often telling my team of VAs that it’s important to keep marketing, even when they’re real busy. Because the work does dry up months after you stop doing what’s important. I know, I’ve been there! Loved the title too :-)

    Reply to this comment

    • Author

      Paul Hassing

      December 12, 2011 at 9:39 am

      Many thanks for your input, Kathie! I hear what you’re saying.

      Last week I got an email from a client for whom I’ve been doing tonnes of work lately. He thanked me for my efforts and told me we were done until mid Jan. My first impulse was relief. My second was … dang – what if January’s dead?!

      I agree with you that we can’t be too careful these days. Best regards, P. :)

      Reply to this comment

  14. Author

    Paul Hassing

    December 14, 2011 at 3:37 pm

    Just spotted this tweet from Belinda @copywritemattrs

    ‘I’m booked out. I’m finishing up on Friday. A favourite client says “oh can you just squeeze me in before Christmas…” Of course I say yes.’

    When I asked Belinda’s permission to quote her, she went on:

    ‘Sure thing! It’s a hard line to balance between not saying yes to everything, but being the “super star” when you can :) True?’

    To which I replied:

    ‘Oh yeah; it’s a hard line alright. One that stabs you right in the heart sometimes. Still, better busy than the other way!’

    Many thanks, Belinda! :)

    Reply to this comment

    • Author

      Paul Hassing

      December 14, 2011 at 3:38 pm

      And finally Belinda wrote:

      ‘True and it was worth it because we finished the conversation with “I’ve got lots of work for you next year!” #win’

      Reply to this comment

      • Author

        Belinda Weaver

        December 14, 2011 at 3:51 pm

        Thanks for bringing me into this conversation Paul!

        What’s that zen phrase that says, “I have a busy day so I’ll double my meditation time” That’s probably so wrong (and I apologise) but hopefully you can see where I’m going. That’s how I see my marketing and the time I spent nurturing my relationships (on social media ;) )

        It’s so easy to drop off the and my quiet time is too late to begin firing everything up again because the party has moved on.

        So even when blog post or newsletter seems like a bit of hassle to write or I feel like closing social media off for the week, I remind myself that busy is good and if I want to stay busy then I have to keep talking.

      • Author

        Paul Hassing

        December 15, 2011 at 11:55 am

        Our conversation is richer for your presence, Belinda. Thank YOU for sharing your views. :)

  15. Author

    Anna @ Copybreak

    December 14, 2011 at 3:49 pm

    *applauds* …Great post Paul – as always. Just wish I’d seen it a little sooner, but you know how it is… heading into Christmas and by golly it’s been busy! ;D

    That said, it always ebbs and surges, so who knows what next month may have in store.

    Here’s hoping the flow of work is steady, consistent and interesting :D

    Reply to this comment

    • Author

      Paul Hassing

      December 14, 2011 at 4:00 pm

      You’re very kind, Anna. I appreciate your sentiments and am glad others are appreciating your talent. I hope we see more of you next year. (Like in a guest post of your own!) Best regards, P. :)

      Reply to this comment

  16. Author

    Paul Hassing

    December 18, 2011 at 7:04 am

    Here’s an interesting development: the big bank job I knocked back … is back!

    The alternative copywriter wasn’t up to snuff, so the client’s boss rang me with a special personal request to extract the project from the fire before xmas.

    I explained that I couldn’t do the project when they first asked, let alone now. But they’re a fabbo client, so I had to do something.

    I asked my other clients if I could wedge this job between theirs. They very graciously assented. So, just as I was anticipating a gentle end-of-year wind-down, I’m working extended hours, at speed, on complex content.

    It’s extremely taxing, but that’s the way love goes sometimes.

    I greatly look foward to an elegant solution to this kind of double booking next year. Watch this space! :)

    Reply to this comment

  17. Author

    Paul Hassing

    December 19, 2011 at 11:16 am

    Now HERE’S some wise and timely advice from Kate @total_balance

    http://totalbalance.com.au/newsletter/newslettertotalbalance.php?id=69

    Reply to this comment

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As founder of The Feisty Empire, Paul has written, edited, proofed and produced print, radio, online, outdoor and business copy for over 1200 organisations of every size and sector. He is extremely versatile, having handled everything from...

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