Boost Your Business : An Expert's Tips

Thanks to an EYE forum poster I have been able to introduce a first time author to a book illustrator. Two happy souls plus me. When I advertised for an illustrator on another forum (unnamed), of five responses, three criticised me for looking for free labour. Nowhere in the invitation had I mentioned anything about fees. In fact there will be a charge but that is a matter for the illustrator and my author client.

It did reveal one thing; the three critics are clueless when it comes to reading, thinking - and business acumen. I cannot put a figure to it but I would say that there is very little business done in which cash changes hands. When an artiste performs free at a charity gig they do so in the hope that the venue’s owner, or a member of the audience, will book them. When I write this blog you can rest assured that Justin will not be sending me a cheque.

Nor do I invite enquiries from businesses wanting their brochure or web content to appear more professional; though most suffer because it is amateurish. I stick to ghost-writing; businesses are too cash-strapped to pay for anything other than what they think are essentials. I do so with no expectation of reward. I do it as a guitarist might, in a moment of relaxation, pick up his instrument and indulge himself.

Freebies? A 108 page tabloid newspaper actually employs few salaried writers. Most, like me, are citizen journalists. We provide free content and in return receive free advertising. It is business life; it is largely based on barter. It has been the way of things for centuries. It is not a small business syndrome. Much of corporate business is wheeling and dealing. Michael O’ Leary by doing a reduced airport charges deal will empty high-spending tourists all over the town’s market squares.

Governments barter; they provide ‘foreign aid’, which often has a condition that the recipient country will agree to trade deals. (Often with a former government minister’s firm).

Barter is business; it makes good business sense. The remarks by the three critics, I suppose, is indication of why many Costa business are in the doldrums. They blame the recession yet in other parts of recession hit Europe the nightlife is bouncing.

I know of one enterprising new restaurant who deserved to succeed. He offered all the town’s ladies hairdressers a freebie three course meal with entertainment.  For weeks afterwards the ladies couldn’t stop telling their clients about what a fantastic restaurant it was. He benefited from a boost in business that would have cost him thousands had he spent it on advertising. The actual cost was a few hundred pounds. I bet the three critics are still scratching their heads. As the Americans say; ‘you can’t fix stupid.’