Even though the creative process can be mysterious, no mystery was involved as Andy Wilkinson walked AWC members through the theoretical to arrive at a better understanding of how we do what we do, and how to go about “unsticking” a creative block. While maybe not what I expected from this former police officer/businessman turned singer/songwriter and playwright, Wilkinson’s presentation was both stimulating and insightful, as well as something that held my interest throughout.

His well-referenced information will help me make better sense of my daily work, based on who I am and where I’m coming from. And when I get stuck in my creative process … the art of what I do, I’ll have Wilkinson’s matrix of concrete to abstract and synthesis to analysis to help me figure out how to get from one area of the matrix to another to get “unstuck.”

Based on the premise that all of us have unique gifts to contribute — gifts that come with obligations to use them, Wilkinson also offered the following insight: “Collaboration brings people together with different gifts to achieve something greater than what they could do alone.” What a powerful thought both for working within my office as well as working with school board members and other volunteer organizations that should draw on uniqueness and diversity in the wider community in order to accomplish their goals.

Wilkinson was up against a strong time competitor in Camille Keith from Southwest Airlines. For my money, I’m glad I made the choice to attend his session. And his reading list could keep me busy for months if not years.

* Linda Dawson is president of the AWC Springfield, IL, Chapter and director of editorial services, Illinois Association of School Boards.

Growing Your Business
By Pris Chansky

Widely recognized for her decorated Ukranian Easter eggs, Jan Pollak of Westport, CT, now markets “Jane Pollak,” not just decorated eggs.

In a workshop on “Growing Your Business,” Pollak told attendees that marketing is everything leading up to the sale. She pointed out how one recognizes many businesses just by the color they use (Tiffany’s turquoise box and white bow) or that even parts of a logo are recognizable (i.e. McDonalds golden arches, Target’s bullseye, etc.)

Pollak began selling her decorated eggs in 1973 for $8, not she gets $480 and says, “It’s all marketing. You can turn your passion into a profitable business. Are you ready for your next success?”

She gave AWC members 10 tips for growing a business through effective sales and marketing.

1. Knock a prospect’s socks off before, during and after the pitch.
   
2. Create a stand out identity.
   
3. Simplify the marketing process.
   
4. Network for dollars.
   
5. Apply creative marketing in all you do.
   
6. Take a testimonial one giant step forward.
   
7. Showcase your expertise.
   
8. Utilize your website more effectively.
   
9. Design and implement a marketing calendar.
   
10. Create a follow-up system of communication with prospects and clients.
    

Pollak stressed that marketing pieces should be professionally produced to highlight what is unique and memorable about you. Your clarity is what makes you unique. Your logo/identity should make a strong statement about you – even in your absence. She stressed the need to be consistent in all your marketing materials.

“Your logo sets the image,” Pollak said. “Put it on everything. Keep it simple. Hiring a pro to produce your logo will be one of the best investments you make in your business. Design to the market you want to reach. How you appear creates what you are about. Stand out from the crowd.”

Pollak suggested collecting ads that you like or other people’s marketing material. Ask who produced these pieces and hire that person. You can achieve instant credibility and appear to be bigger than you are.

“A tag line can help you become memorable,” Pollak said. “Easy is hard, but be consistent.” She noted that Marci Blaze uses her name and singes the bottom of her stationery as she supports a California fires relief fund.

She stressed the importance of networking and quoted Zig Ziglar, “You can get anything you want in life as long as you help enough other people first.”

Pollak said it is important to write thank you notes, but make them different. And, if you make a mistake, admit it. Have a policy for mistakes.

Market yourself through speaking and keep a testimonial notebook – a three-ring binder with plastic sleeves. Highlight the benefit to the client. You may want to ask a client to send a letter on your behalf.

Brochures and mailers should stand out. Some mail is answered, just because it stands out from the rest. Use a colored envelope with a label that includes your logo. Create a “wow” effect when a promotional kit is mailed. Make it unique.

A promotional kit should inspire the audience to action. Include a one-sheet snapshot of the business, which includes the logo, a photo of you, a powerful bio, list of services, testimonials and contact information. Include articles that you have written.

Pollock suggests using the internet to send an e-newsletter every two weeks. Track e-mails. Use your website to attract customers by making it easy to navigate. Integrate this mail with your image, be different, but consistent. Include a call to action – a limited time offer. Create urgency.

Pollock suggested that a company’s marketing budget should be 10-20 percent of the gross revenue for one year.

* Pris Chansky is the president of the AWC Kansas City Chapter, and the administrative manager of the Hospitalized Veterans Writing Project.