Humans are born needing to feel safe and comfortable, but the safety we desire as infants may be the factor holding us back in during the rest of our lives.

Staying in your comfort zone for too long puts you at risk of never accomplishing your dreams.

Have you made attempt to change or face your fear? When was the last time you took a risk that made you a little uneasy? The thought probably makes a bit nervous.

Tackling the queasy feeling in the pit of your stomach results in personal growth.
Seek out that nauseous feeling and participate in activities that push your limits. You will learn to be afraid of less as you encounter life’s obstacles.

There are many great resources that help you conquer your fears. Talk to supportive friend or family member. Read a self-help book. Go at it alone if you are really brave. Deep-seeded anxieties may require speaking to a therapist to work through.

If you fail, so what? Resilience takes practice. To be come an expert at something you need to acquire 10,000 hours of practice, so get started!

Baker Creative is a brand architectural firm that practices an holistic branding approach which encompasses marketing, business, HR, public relations, social media and new media with creative execution. You can follow her on Twitter @BakerCreative or read the team’s blog.

Many people don't like to write. Others are simply in a hurry to complete the task. Unfortunately, in either case it shows. It's easy to tell when a writer skips over what is arguably one of the most important steps in any writing task--proofreading. Missing words, glaring typos--these are things your reader will notice. And when you're writing for business, it's never worth the risk. The written word you produce is a reflection of you and your business. That's why it's important to allow for a few extra minutes to proofread your copy. Here are my favorite tips to help you spot the mistakes:

1. Take a break. As a general rule, I never submit any content the same day that I write it. Instead, I like to distance myself from the written copy for a while, and preferrably I like to sleep on it. It's amazing how different things look the next day. If your schedule doesn't allow for a 24-hour breather, build in at least 20 extra minutes. Visit the water cooler. When you return, you'll catch errors you didn't see before.
2. Look it up. You should know by now that spell check is not foolproof. This is the English language we're talking about, and it's plagued with words that sound the same and may or may not be spelled differently--but have totally different meanings. When in doubt, look it up. The dictionary is available online or in hard copy. Choose your weapon.
3. Give a speech. It may sound crazy while you're doing it, but reading aloud is the best way to uncover awkward sentences and errors in your writing. Reading aloud makes it easier to stumble over your mistakes, revealing them for the glaring errors they are. It's way too easy to overlook them otherwise.
4. Take it slow. Although everyone makes mistakes, most people don't realize it at the time. That means you need to slow down and look carefully - at - every - word. Some errors are easier to spot than others.
5. Learn from the past. Are you a poor speller? Reckless typist? Can't seem to get those commas in the right place? Maybe you're always tempted to write their when it should be there? Proofread the copy with a keen eye for the mistakes you make most often.

Like it or not, we are all writers. We send emails. We tweet. We post updates to Facebook, and we communicate via newsletters and memos. A few of us still write letters. To avoid embarrasing typos, misspellings and grammar errors, always keep your watchdog eyes on the copy.

Lori Murray is a professional magazine writer and copywriter. She loves to share her passion for the written word, and she often speaks to businesses about various writing and communications topics. To learn more about Lori Murray Writing & Communications, visit www.LoriMurray.com.

Imagine a bowl of vanilla ice cream. It’s nice. There’s nothing wrong with it. It’s fine. It’s OK.

Now take that same vanilla ice cream, put it in a chilled glass bowl and add toasted walnuts, hot fudge, rainbow sprinkles, a sparkler and a cherry on top, and it’s something special. A presentation like that makes any normal Tuesday night feel like a celebration!

Which way are you presenting your business? Fine, OK and nice, or something special?

If you are at the point where you really want to stand out, lead your industry and differentiate yourself from them competition, you are ready to take an active role in determining the exact space you want to hold in your ideal clients’ and partners’ minds. To do that, start by answering these three key questions:

1. What is the mental picture you want people to see when they think of you and your business?

You don’t have to be Lady Gaga to stand out in a crowd, but you do need to embrace what makes you, you and shine a light on it. Being a colorful accountant who always has a joke ready or a steady reliable accountant with horn rimmed glasses and a pocket protector are both great mental images and will help you to attract the kind of business you desire. Just put time and effort into stepping into your fullest self. Other examples of mental images are:

“She wears bright colors and seems happy all the time.”

“She’s very formal and is always in a business suit.”

“He’s hilarious – who else can get away with wearing Birkenstocks to Chamber meetings?”

Any one of those examples is fine as long it is exactly what you want. If you want to change or modify this mental image, start by determining your values. Take your values and marry them with your personality and the qualities that make you unique. Embrace all of these things in a bold way. That is how you attract your ideal clients. No plain vanilla. Just being more of who you are so you hold that space in their minds.

2. What emotions do you want others to feel when then think of you?

Maya Angelou said, “At the end of the day people won’t remember what you say or did, they will remember how you make them feel.”

Everything you do stimulates an emotional response whether you want it to or not. Even if you don’t know it, you leave every encounter with someone feeling a certain way, whether you meet in person, via social media, or simply by them viewing your business card, flyer or web site. So knowing that, why not be proactive about this and work to stimulate the emotion you want others to feel instead of leaving it to chance?

To take an active role in the emotions you make people feel, start by being aware of what you want to portray and sprinkle it in here and there. For example, say you want people to feel motivated, you may want to use quotes on your web site or use them as a jumping off point for your videos, articles or programs. Or if you want people to feel excited and alive, you may want to use colors and music that conjure energy, excitement and liveliness.

You can also ask yourself this question every time to you make a strategic decision such as creating a program, write copy for a web site, make a speech, create your logo, etc.:

If I do/say/write this, will it make people feel _________________? (Insert your desired emotion here.)

3. What is your promise to your clients and partners?

Think of it this way: What can people expect when they work with you? What outcomes can they expect each and every time? These are very powerful strategic questions to consider because the answer is the heart and soul of what makes you different from your competition. The answer to this question determines which one (yes one… singular) of the things that really matters the most to your clients to focus on.

Fed Ex is a great example of this. When they came on the scene, their promise was “overnight delivery guaranteed.” And their slogan epitomized it: “When it absolutely, positively has to be there overnight.” Here’s the thing: They weren’t the only carrier who offered overnight delivery, but they are the first to put it out there in a big bold way. Even though their promise has changed somewhat, it’s still what many people think of because they were so bold and followed through on their promise.

Questions for you to consider are:

• Is my promise obvious when someone visits my web site or looks at my marketing materials?
• Do I consider my promise when making business decisions or is this just an empty slogan?
• Does this promise really matter to my ideal clients?
• Am I following through on my promise?

Come back to these three foundational questions regularly because your answers will help guide your business decisions throughout the entire year. Your answers and how you apply them will help you to be that “party” in an ice cream bowl instead of vanilla.

Because let’s face it: plain vanilla is … plain. And you’re more special than that.

If you’d like to share this article or make a comment, please see this article on my blog.

© 2011 Meredith Liepelt, Rich Life Marketing

Meredith Liepelt, President of Rich Life Marketing, offers a free report called “101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile,” which can be downloaded immediately at www.RichLifeMarketing.com

Are You an Innovator?  According to several experts the answer is “you can be if you want to be.”  Skeptical?  I was. 

Innovation is clearly a hot topic.  We hear over and over that you have to be innovative to survive.  But for many, like me, who don’t believe they  have a natural gift for innovation, the “pressure” to be innovative can seem daunting– how do you start with a blank slate and come up with something totally new and creative? 

According to some of the blogs and many of the recent books on the topic you don’t have to start with a blank slate and you don’t have to come up with something totally new to be innovative.  In fact these are  among the myths that may hamper the inner creative of the “normal Joe”.

Myth 1:  Innovation is a unique discovery.  Actually that is the definition of invention which is not the same as innovation (a minor but important distinction).  Innovation is “introducing” something new that is then adapted by many people  –a new product, a new application for an old product, a new way of doing something, etc.  It is not the idea that is innovative, it is the application of an idea that is the true innovation.  Think about Steve Jobs, founder of Apple.  He didn’t invent computers, he didn’t invent mp3 players, he didn’t invent smart phones, but he did innovate all of these things to make Apple one of the most innovative companies in existence today.  Contrary to popular belief, innovation is often far more evolutionary than revolutionary which means you don’t have to start with a blank slate.  (see Steve Tobak’s blog on innovation   http://www.bnet.com/blog/ceo/where-does-innovation-come-from/8286)

Myth 2: Only those who are “right brained” are creative and therefore innovative – i.e. you’re either born with it or you’re not.  Not so says Drew Boyd who is currently writing a book on the topic of learning to innovate.  He believes that innovation is a skill that can be learned.  Writes Boyd in an early blog, “I learned innovation in a matter of minutes.  The process is clear, rules-based, and rigorous.  Anyone can do it.  When facilitated appropriately you cannot NOT innovate.  The process forces original, novel, and highly creative ideas to come out of your head.”  (see Drew’s blog www.innovationinpractice.com).

Taking this one step further, Len Brzozowski writes in a recent article “How Many Uses are there for a Shoe?”  that we are ALL born with this skill.  98% of 5-year olds score “genius” on a test that measures divergent thinking (a crucial skill related to creativity) but by the time they reach high school much of this creative instinct has been “socialized” out of them so that only 10% score “genius” on the test.  So we actually unlearn this skill over time which implies that we can also relearn it.  (http://www.xavierleadershipcenter.com/how-many-uses-for-a-shoe/)

Still skeptical?  Attend the HBA Signature Event:  Spotlight on Innovation (Sept 13^that the Cincinnati Ballet Center) where Drew Boyd will actually teach the process of innovation in an interactive workshop and Alexis Schrimpf, Global Design Director for P&G will provide some current examples of design thinking at P&G.   http://bit.ly/ouL6ch

What about you?  I’d love to hear some examples from women who previously believed they did not have a “gift for innovation” but ended up doing something quite innovative. 

Cheryl Ladd

Founder/President

 Ladd Research Group

Board of Directors Healthcare Businesswomen’s Association (HBA) Ohio Chapter

Some small businesses have cut through the crowd by becoming strong influencers in their communities.  More than talking the talk, these businesses have learned to walk the walk to gain their following. 

Consider the subsequent info if you are looking to gain more influence in your community:

1.  Assess your reputation.  How do your stakeholders, or people that are affected directly or indirectly in your brand, view your company?  Stakeholders can be customers, employees, co-owners, community members, etc.   If all is well, feel free to proceed onto the next step.  A bit tarnished? Strategize and implement a reputation management plan to repair the destruction.  Depending on the damage, it may take less time that you think.

2.  Gain trust within your community.  People take the advice and rely on those whom they trust.  Say what you mean. Do what you say.  Be there for others when they need you.  Treat others as you would like to be treated.  The simple rules of ethics that you learned in kindergarten are the best way to develop a faithful following.  Above all, do it consistently.  It takes work.

Riding on the coattails of fame may give your business a temporary burst authority, but without consistency the effects will be short lived.  Once the tide recedes, your company will be left with the remnants of a once profitable time that seems long ago. 

Start now.  Building the foundation of reliability today for an influential tomorrow.   Your customers will remember and thank you profitably.

Baker Creative is a brand architectural firm that practices an holistic branding approach which encompasses marketing, business, HR, public relations, social media and new media with creative execution. You can follow her on Twitter @BakerCreative or read the team’s blog.

When designing any marketing collateral, it’s important to understand that most people make decisions based on emotion, not logic. I know that many people think that they are personally immune to this reality, but studies show this is true for the vast majority of people. Knowing this will help you reach your ideal clients and customers and generate more sales. Here are my top six tips to apply when developing a flyer, brochure or any sales or marketing piece.

1. Use a Memorable Headline. Grab their attention quickly by answering this question that is in your reader’s head: What’s In It For Me? Let them know immediately that this flyer include information they need. Here is an example:

   “Do Your Marketing Materials Include These 6 Essential Components?”

   This headline got you reading this article, right? And therein lies my point!

2. Keep Their Interest. Now that you’ve gotten their attention, you must keep it. Do this by telling them exactly what your headline promises. No need for fluff – get right down to business. Tell them what they want to know starting with your first sentence or phrase. Don’t waste your valuable space on the flyer with unnecessary information. Make it easy for people to read by using bullet points and easy-to-read fonts. Speak to the emotion you are relating to or the struggle they are dealing with. If you can give them a guarantee, that’s even better. For example:

   “Stop having bad hair days with our “Everyday is a Great Hair Day” Guarantee.”

3. Benefits, Benefits, Benefits! You must create a desire for your product or service, and the best way to do that is spell out the benefits of your offer. You can tell them what they’ll gain from your offering or conversely, what they’ll lose if they don’t make the purchase. Use emotion-based words like new, younger, save, free, guarantee and so forth. Here’s an example:

   “Look and feel 10 years younger!”

4. Create a Clear Call To Action. Many people actually forget this part. It’s easy to do because in your mind, you’re thinking, “This is the greatest offer in the world! My phone will be ringing off the hook,” or “My store will be slammed!” However, if you don’t make it very clear what you want the reader to do, chances are you’ll never hear from them. Here are some good examples:

   “Click here to register today,” or “Call us today at XXX-XXXX,” or “Visit www.YourURL.com for this special,” or “Bring in this post card for a special offer.”

5. Use a P.S. Let’s face it. We’re all busy and are used to skimming things. This means that some people will only ready your headline at the top and the P.S. at the bottom. Use the P.S. to get your prospects to take action immediately. Here’s an example:

   “P.S. Order today and receive a free $27 candle! Order today at www.YourURL.com.”

6. Great Layout. While you need to cover the main benefits of what you’re selling, it’s also important to have some “white space” so you don’t overwhelm your reader. White space is nothing more than empty space on your flyer that gives your reader’s eyes a rest. Also, be sure to select colors and images that are congruent with your branding. Using two different fonts can be a nice touch to break up the words on your marketing piece.

While a flyer or brochure will not likely sell hundreds of products or services by itself, if you apply those basics to your next marketing piece and present it to the people you are building relationships with, you will enjoy much better results!

If you’d like to share this article or make a comment, please see this article on my blog.

© 2011 Meredith Liepelt, Rich Life Marketing

Meredith Liepelt, President of Rich Life Marketing, offers a free report called “101 Ways to Attract Ideal Clients, Build Your List and Raise Your Profile,” which can be downloaded immediately at www.RichLifeMarketing.com.

This article may be reprinted when the copyright and author bio are included.

Branding pertains to much more than a company’s image.  The web site, business cards, stationary and other promotional materials are just part of it.  Everything from the company’s reputation, products or services, graphic design, customer relations, employees, facilities and much more affect how your business is seen in the marketplace.  

After awhile, even the most successful brands need to assess where the company has been in the marketplace and where it’s going.  Rebranding initiatives allow businesses to stay important.  

Here are some tips to know when it’s time for your brand to rebrand.

You’re forgettable. Flippant customer attention spans have dismissed your company as old news.  Engagement is down.  Crickets chirp in an office that was once bustling with activity filling orders and fielding customer service calls.  What happened?  Is your brand now bland?

Your business has outgrown its original mission statement.  Perhaps the scope of your brand no longer caters just to one specific target audience or fits a new customer base entirely.

Marketing tools do not depict an accurate portrayal of your brand.  If nothing matches, rebranding is a must.

Your target audience doesn’t know what your company stands for….and neither do your employees.  A business may have logo, all web site and corresponding marketing materials, but the message may still not be conveying right image. Do your internal processes reflect the values set forth in your company?  Do you employees understand your values?  If not, an training session may be just what your company needs. Implement new strategies that correspond with what your organization stands for.

The market changed, but your business didn’t.  The secret to longevity is about ebbing and flowing according to your customer’s needs.  Small changes can be made along the way that makes larger rebranding efforts easier in the future.

The target audience outgrew you.  Has technology changed?  Do you still communicate primarily via direct mail when your client are lighting up the social web? In this case, regroup and rebrand.

Your last rebranding effort made your brand unrecognizable to your target audience.  The key is to update the image of your company without taking it too far.  Retain they key values of what makes your company unique in your efforts to remain important part of your customer’s experience.

Rebranding initiatives must embody your company’s values at the core. Sometimes organizations lose touch of what those values are.  If done properly, rebranding can help struggling businesses be rebuild and perpetuate success for thriving ones.

Baker Creative is a brand architectural firm that practices an holistic branding approach which encompasses marketing, business, HR, public relations, social media and new media with creative execution. You can follow her on Twitter @BakerCreative or read the team’s blog.

In a digital age where media is changing so rapidly, it does not take long to become accustomed to new ways of producing and receiving goods and information. While letterpresses are items of the past, Allison Chapman, proprietor of Igloo Letterpress, keeps them alive and thriving with use in her Worthington studio. The four main presses she uses—from as old as 1892—sit behind the retail area in the front of the shop, but their stately presence is impossible to overlook, especially as a handful of summertime interns busily handles them.

Chapman inherited most of her equipment from her Granddad. Before he passed away when she was 14, she assisted him in his print shop, a hobby he started after trading a windmill for a letterpress that he was interested in repairing. Some of the bookmarks that she sells are the same bookmarks she printed as a child.

Chapman didn’t stop printing after her Granddad died. “I started earnestly exploring letterpress in 1992 as a sophomore in college,” she explained. “I began studying printmaking and had great instructors who were supportive of my interest in letterpress.” As a college senior, she interned at the Graphic Arts Hall of the Smithsonian Institution’s National American History Museum where she researched patent models, sorted inventory acquired from the American Type Foundry and conducted demonstrations on 18^th and 19^th century equipment. “This experience,” she said, “solidified that I loved printing, printing history and working with the public. I was hooked.”

After graduating from college, Chapman moved her Granddad’s press from Missouri to her new home in Minnesota. In 1996, she joined the Minnesota Center for Book Arts, where she worked as an instructor and education director. In the same year, she formed her home studio, which her grandmother-in-law (a Californian) named “Igloo” in reference to Minnesota’s climate. In 2008, Chapman and her family moved to Columbus, bringing Igloo with them. “Moving to Ohio challenged me to focus my interest in letterpress and create a business plan for Igloo,” she explained. “I had too much equipment to continue storing in our home, so I decided to open a storefront studio space. This provided an opportunity to continue teaching [classes] as I worked on customer projects and the Igloo wholesale line of merchandise.” 

Thanks to some generous families in the Columbus area, Chapman was able to add two large printing presses to her business. Such machinery is difficult to acquire since it is no longer manufactured. Although Chapman frequently uses her Granddad’s equipment, including image plates and vintage type, she still searches flea markets and online printer suppliers for these antique items. But Igloo’s designs aren’t limited to special finds; anything you can design on a computer can be fashioned into a plate. Such adaptation is necessary today. Because most of Igloo’s customers are very familiar with computers, Chapman finds that they have a broader vocabulary with design and may be particular about the design on a wedding invitation or the font on a business card.

It seems ironic that a business founded on traditional methods of craftsmanship uses modern technology to acquire its tools and to publicize itself, as Chapman does through social media and the Igloo Letterpress Blog. But looking at Igloo Letterpress, one can see that this marriage of old and new not only promises appealing products that honor vintage styles with a fresh, contemporary tone, but also successfully attracts customers who are interested in learning about the historic process of letterpress. The founding principle of Chapman’s successful classes—which include bookbinding and card making—is that teaching and making go hand-in-hand. “While the majority of our business is printing that we complete for our customers,” she explained, “the fact that we offer opportunities for them to come in and print gives them a great sense of satisfaction. I love hearing, ‘I can’t believe that I made that!’”

Whether taking a class or making an order, Chapman’s customers have commented that the computer screen is a barrier that makes them feel separate from their work. “They are interested in getting closer with their work, and they want to support local businesses,” she said. Examples of the items that you can make in a class—among other goods—are available for sale in store and online. Some products, such as soap and woodcut toy letters, are part of a collaborative effort with other local businesses. “Columbus is a good town for independent business,” said Chapman. “It’s fun to be able to collaborate.”

Chapman believes that there is a place for digital and print media in today’s market. “I am not against technology. I am for self-expression and for using design to help us connect with each other.” Understanding this distinction, Chapman runs a successful business that is adaptive and committed to quality. “I believe that the materials that we use reflect the care and attention we give to our customers’ projects. It is an honor to help our customers celebrate the special occasions in their lives.”

To learn more, sign up for classes or shop, visit http://iglooletterpress.com/.