Creative entrepreneurs loath and neglect: Paper Work. It’s a fact.

It seems that work naturally produces paper – that we can’t get away from it. Activities of all kinds generate the paper that surrounds us. Half-baked doodling, brainstorming, org. charts, checklists, keywords, random scheming, note taking, order forms, reports, contracts and invoices, receipts, news clippings, business cards, you name it. Paper, paper, paper… it’s everywhere! Outside of the fact that our forests are paying dearly for it, there’s an inherent problem with all this paper-producing business activity – it takes an unbelievable amount of time and mental energy to process (I would go as far as saying an emotional toil as well – especially the financial paperwork). Bloated file folders, binders, or stacks that teeter dangerously next to your computer are creating a toxic environment. It’s a form of unwanted noise in your life. Like the 9 year-old neighbour who’s learning to play a clarinet, it’s distracting, nauseating, and it gets in the way of getting real work done.

Noise is a hot topic! @Toddhenry (aka The Accidental Creative) offers up a unique perspective on “noise:

The goal for any recording engineer is to maximize the amount of signal recorded in comparison to the amount of inevitable constant ambient noise. The more noise that is present, the more difficult it is to discern the signal, or the subject of the recording. I’ve noticed this same principle playing out in my life as it relates to the kinds of stimuli I allow to take root in my mind. The more “ambient noise” that’s allowed in my environment, as defined by potential distractions or by less-than-purposeful stimuli, the more difficult it is to sort through it all and discern that which will be useful in my life and work. I’ve had to develop the purposeful practice of sorting through stimuli and putting it into a “stimulus queue” in order to ensure that I’m not haphazardly absorbing stimuli without thinking through how it will benefit my creative process. I’m always trying to ensure that the stimulus in my life is high quality. Continue reading…

If you’re not familiar with Todd he’s a champion of hardworking creatives – he’s all about being prolific, brilliant and healthy; I dig that. In my work, creativity is the first thing that gets kicked to the curb when I’ve got outstanding paperwork. If you don’t mind a big, sweeping, likely ignorant, statement: I believe that for inspiration to reign it’s not enough to simply try to keep clutter and chaos at bay, we have to strategically organize our work flow so that paper-driven noise is not even generated.

Don’t get me wrong – processing paperwork has it’s value. Well kept files can make things like an audit a lot less painful. I’m the first to admit that a refined filing system is extremely important. But ‘what’ gets filed should be ruthlessly scrutinized, and if something has been in an untouched pile for longer than a few weeks then maybe it wasn’t as important as we once thought. When our workspace or home office is flooded with a sea of papers then the task of sorting, filing, and processing can suck the life right out of us. I hear it all the time from small business owners: “I’ve gotta get caught-up on some paperwork.” If you regularly have that daunting pressure to get reacquainted with your piles then maybe it’s time to get caught-up in a new, and freeing ideal, to reset your thinking around what activities generate valuable paperwork and to take every chance to can to avoid paper all together.

Okay – enough complaining. Here’s a few action steps you can take to de-clutter and move towards reducing the flow of paper:

1. Have one place to write notes. Stop using loose-leaf paper, legal pads, sticky notes, backs of envelopes, or random pads or booklets. Just stop it. It’s all good if you’re not ready to go paperless but consolidate all your notes and checklists into one place. Behance.com’s paper products are totally awesome – the Action Method Line solves the simple problem of Too Many Ideas. Not Enough Action. With a simple legend and a beautiful design they’ve got a system all figured out for you. It’s a creative entrepreneurs dream come true. Personally I’m a minimalist, I’ve been taking notes for a few years now and I’m a big fan of Moleskine note pads. Regardless – don’t be random when it comes to paper – let your ideas be loose and free flowing… not your notes.

2. Organize your hard drive and scan in documents. The more organized your digital files are the more likely you are to want to store important documents there. I am very project-oriented so for me everything is related to a client or a personal project, each has their own folder (labeled in ALL CAPS). When I setup a project folder I have a template folder structure (labeled in Sentence Case) that I drag-n-drop into the new project and I adjust accordingly. By having the folders in place right at the beginning of a project I feel prepared even before the first file needs to be stored. Standard file naming is helpful too – it cuts down on the wild looking folders and makes sorting, and version control, a lot easier. And when it comes to those pesky paper files, get a scanner and turn them into medium-resolution PDFs. Now, maybe someone, someday, can explain to me how cloud servers are going to change everything but for now, I’m assuming most of us don’t even fill in the document details in the file info section so I’d say that’s a battle we’ll have to fight another day. Don’t have a messy hard drive – it promotes healthy a healthy “Save As” (there’s a joke in there somewhere, but I can’t remember what it is).

3. Plan your projects online. You’ll have to forgive me but this topic is a big one for me – it always will be. This is my sermon on the mount (of your pile of papers). As a creative entrepreneur, or freelancer, you’re likely engaged in project work and my hope for you is that you contribute to these endeavours in a transparent and action-oriented manner. If you provide leadership to a group of stakeholders and you manage your tasks using paper files then you’re making things to difficult on yourself. I love the idea that I can be hit by a bus (love is a strong word) and my projects don’t suffer unnecessarily. In a Web-based environment I can establish the goals of the project, clarify the roles of each of the stakeholders , define the rules of engagement, setup a method of communication, assign tasks and outline start and end times for each deliverable then my paper workflow will be minimal. If you’re ready for the big time I highly recommend Smartsheet and Behance.com’s digital product Action Method.

To tie this off I’ll tell a quick, but true story. Way back when, in a land, far far away, I worked side-by-side with an exceptional salesman at an Internet start-up. Our job was pretty simple – mine the Internet for sales leads and make phone calls. We both started at the same time but after 6 weeks he needed an extra file cabinet in his micro-office. I had one folder to my name and my file drawer was where I kept my frisbee. It turns out he was printing off the Website home page (sometimes more) of every sales lead he had. Each lead had a folder, each city a hanging folder, each region a drawer. Had I not shown him how to use bookmarks in his Web browser I think he would have tried to print off the entire Internet.
Reduce the noise by reducing paper. Get to work, not your paperwork.

Post also found on CorwinHiebert.com.

Corwin Hiebert is a management and marketing consultant to creative entrepreneurs (like world-renowned photographer and author David duChemin). He’s the co-publisher of Clamorate, and is the co-producer of CREATIVEMIX (Vancouver’s Ideation Conference). As an educator, speaker, and author, Corwin is an avid supporter of creative risk-takers. Corwin is passionate about helping creative people take action towards their goals and their dreams. You can learn more about working with Corwin on his blog or you can follow him on Twitter. He lives in Vancouver, Canada and drinks very unhealthy amounts of expensive coffee.

Guest Blog Post by: John Jantsch

Part One: Design the Referral System

For most, referrals happen accidentally as a result of doing good work or being in the right place at the right time. What if those valuable referrals could happen intentionally, as a result of doing work and putting yourself in the right place, with the right source, always at the right time.

Marketing is the most important system in any business and referral generation is simply one component of the lead generation cog, and as such, needs it’s own documented system as well.

I could write an entire book on this subject, oh wait, I am writing an entire book on this subject, and for my money, here are the referral generation system parts that must go into your design:

• Become more referable – before you pass go you must analyze every way that your business interacts with customers and prospects – marketing related or not – and inject positive, brand supporting elements into the each interaction – many referrals are lost because shipping or finance roughed up the relationship.
• Target your sources – 1) look at your customers under a microscope – what’s the profile of a customer that’s already referring business? Find that out and focus most of your attention on that kind of customer by making it easier for them to refer. 2) who else has your ideal customer as a target? Strategic partners should be a major focus of attention. This is the place where you need to look long and hard at your ability to make referrals to others – give and you shall receive! In a recent survey I conducted on referrals respondents felt that less than 30% of their referrals came from strategic partners – I think that should be more like 60%
• Educate your sources – ever get a bad referral? It was probably your fault. We can’t or shouldn’t ask for referrals until we tell our referral sources in great detail – how they would spot our ideal customers, the kinds of things our ideal customer might say to signal them as a lead, and the exact way/words to use when telling a prospect about us.
• Motivate your sources – money for referrals is usually a crummy motivation, but a creative, on message kind of offer that turns referring business to you into a game is a great way to motivate your referral sources and shine a light on the subject of referrals for all. Of course, saying thank you never hurts either.
• Follow-up with all – a referred lead is different, you’ve got to be prepared to follow-up in a different manner – in all likelihood the sales cycle will be different as well, plan on it. Follow-up also includes your referral sources. Build feedback loops so that your referral sources get to know how much good that are doing by referring your business. Create key indicators of referral success and make them part of your marketing measurement dashboard.

Each of these parts needs to be thought out, documented and baked into your day to day marketing efforts. Plan to change, expand and moderate your system parts as you take them out into the real world.

Now that you have a system, you’re almost half way there – a system design is an academic exercise until you put the process into action – tomorrow I’ll delve into operation your referral generation system.

Part Two: Operate the Referral System

Equally important to the design is the way that you systematically and automatically integrate your referral system into the everyday customer and network interaction. I can’t tell you how many business owners admit that they don’t get more referrals because they simply don’t think to ask for them. By designing the ask into your day to day routine, it’s more likely that it will get done.

The Referral Operation parts:

• Get an expectation mindset – first step is to believe that you deserve referrals and more than that, you are doing your customers and network a disservice by not allowing them an easy path to bring the tremendous value your products and services can deliver to those in need. If you can’t get past this point any system you devise will break down under the weight of your fear that you are simply begging for business.
• The mindset must pervade your entire organization – it’s everyone’s job to create, nurture and convert leads by way of thrilled customers. In addition, your lead conversion process must contain the condition of referral generation as part of the deal. “We know you are going to be so thrilled with what we’ve agreed upon today Ms. Customer that in 90 days we are going to schedule a meeting to gauge just how great your results have been and at that time we are going to allow you to introduce us to 3 others that you know need these same results.”
• Now, some might find the above statement hard to get to fall from their mouth, but I’m telling you it’s the most positive marketing message you can utter – we know you are going to be so thrilled you will refer us. You’ve still got to deliver, but when you do, you’ve established referrals as an expectation and condition in the relationship. It really is that simple.
• Segments customers from partners – You need completely different referral approaches and offers for customers and strategic partners. By targeting your approach to these segments you can more easily develop programs that make sense and motivate for the right reasons.

For customers the likely motivation is that they like what you do so much they want to refer you and you simply need to stay top of mind and make it easy for them to do. Hint: Ask and remind!

For partners the motivation is quite different. Your job here is to effectively position referring you in a way that helps them add value to the relationships they already have with their customer. In that vain, the simplest way to do that is create valuable education based content, in the form of a white paper or seminar, and take it to them and propose they share it, co-branded, with their customers. They know they should be doing this so you’ve just made it easy for them to do something they want to do and you win.

• Create turn-key tools – The education process of your referral sources can be aided greatly if you put tangible referral tools in their hands. Create documents that teach them how they would spot your ideal customer, the trigger phrases your customers use when they need you, and your referral process. Create coupons and gift certificates and give them to your referral sources. Create jointly branded marketing materials for all of your strategic partners. Create a network blog that your strategic partners can all contribute to. Again, make it easy and it will happen.
• Plan for logical collection – The place that referral systems fall down most often is in the actual collection. Expectations are set, customers are thrilled, the referral motivation is in place, but nobody thinks to actually ask for the referral – doh! – Create processes that involve customer results reviews, project reviews and satisfaction surveys and use these as triggers for referral collection – you might just find that it’s a great way to really find out what a great/lousy job you are doing and course correct accordingly.
• More than one creative entry point – Just as not all referrals are created equal, not all motivations are created equal. You must have multiple referral opportunities going at all times so that you can take advantage of the highly engaged customer who wants to set up a lunch to introduce your firm, the customer that needs the quarterly reminder gift certificate mailing, and the non-profit agency partner that would love to run a promotion with you to benefit their cause and promote you to their members. Start with one or two referral program offers and gradually build to many as a way to keep the marketing focus on the subject of referrals and let everyone find a way to play.
• Measure and Adjust – You should create a dashboard of key referral indicators as a way to set goals and measure the success of your referral initiatives. So, what are the key metrics? Page views, referred leads, appointments, closed deals? I would suggest that you have a logical path of indicators so that you can see where your programs might be breaking down and need focus. You may be receiving referrals, but not closing them or closing every referred lead, but just not getting enough.

This is s place you might consider including your referral sources by way of follow-up. What you learn from your measurement practices may help you adjust and create better education tools.

All this talk of a systematic approach to referrals is great, but never forget my golden rules of referral or no system will work – Don’t be boring, don’t be rude, give to get.

Post also found on Ducttapemarketing.com.

John Jantsch has been called the World’s Most Practical Small Business Expert for consistently delivering real-world, proven small business marketing ideas and strategies. He is a marketing consultant, award winning social media publisher and best selling author Duct Tape Marketing and The Referral Engine. He is the creator of the Duct Tape Marketing System and Duct Tape Marketing Consulting Network that trains and licenses small business marketing consultants around the world. His blog was chosen as a Forbes favourite for marketing and small business and his podcast, a top ten marketing show on iTunes, was called a “must listen” by Fast Company magazine.

I carry a notebook around with me EVERYWHERE. The picture above is from a reading/writing session I had while I was in London in 2011. I’ve forgotten my wallet, my keys, my cell phone, but I’ve never forgotten my notebook. It’s not a journal, it’s a notebook. I write things of a more personal nature from time to time but really I treat my notebook more like an Etch a Sketch. I don’t take it to seriously. I use it for brainstorming sessions, business planning, checklist making, remembering measurements for the next Ikea run, drawing useless diagrams, taking minutes, and rambling about stuff I’ll never read again. Oh, and I always scribble, no penmanship here.

I use a Moleskine. Without my Moleskine I would feel lost. I can’t believe I’ve only used them for just a few years. It wasn’t that long ago that I knew nothing of Moleskine. Sure I had used journals and booklets in the past but they varied in size, durability, quality, and style. It was David duChemin that showed me the light. Nearly every time we got together for coffee or a pint he would arrive before me and he’d be writing in his Moleskine until I got there (he’s a regular-notebook guy, he thinks the reporter style is stupid). When I’d walk up to the table he’d look at me, smile, say hi, and close his notebook. He’d close it! Like as if he was hiding CIA secrets or something. Can’t I see his creative musings? Why can’t I see what he’s writing? Eventually I had to do what he was doing just so I could return the Moleskine snobbery and snap it shut when he walked up to me. Ha! In your face photog boy. So, that one single act of revenge has turned into an obsession. Now, I could care less what David or anyone else is writing in their notebooks, I’ve got mine and mine is better.

My style is the Moleskine Ruled Reporter Notebook. I’m already a messy writer and so I need the lines, without lines it’s chaos (and not in a good way). The flip-style, though some find it to police-like, is perfect because I don’t have to deal with that horrible seam and I like the amount of vertical real estate for those ideas that belong together (turning a page can kill the flow, I think).

I like to think of my Moleskine as a tool for my creativity because it’s a safe place for me to work stuff out. Bad ideas take comfort with other bad ideas and once they’re on paper I can move on. The good ideas flourish when I jot them down because I often flip through old pages and I love seeing the journey of something that inspires me. The reality is I spend to much time on my computer and a little pen+paper action is always a good idea. Besides, I don’t have that many good ideas, if I don’t write them down I’m screwed!

Here’s my take on a few rules to live by when it comes to being the proud owner of a Moleskine:

• Always buy two Moleskines at a time so that you never run out
• Always buy the same format so that they look cool stacked up next to each other
• Pre-crease each page to ensure a non-stick environment
• Manhandle bookmark ribbon (if applicable) because a flat, stiff piece of string is just lame
• Stick it in your back pocket for a minimum of 1 week, if it’s still not broken in… repeat
• Write messy on the first page because you know where this is going so don’t even try to be careful – consider starting with a stupid checklist or a diagram of your living room (3D cubes with shadows are a good standby)
• Never start a new Moleskine until you’ve finished the other one (skipping to the end, writing really big, or tearing out pages doesn’t count)
• Don’t start a new page when you have a new idea, just keep writing, blank space is bad
• Always use the same pen; like my Father-in-law Hugh Rothe, I prefer the Zebra F-301 (it’s an inexpensive pen that never fails and lasts forever)
• When in awkward social settings flip through the pages to appear focused on an important task or give the impression that you’re writing something profound
• If you are meeting with someone who also has a Moleskine ask to see what’s in the expandable inner pocket – you know you want to (it’s a “I’ll show you mine if you show yours” kinda thing)
• Take pride in the fact that it’s the legendary notebook of Hemingway and Picasso

This post can also be found on CorwinHiebert.com.

Corwin Hiebert, is a management and marketing consultant to creative entrepreneurs. He’s the co-publisher of Clamorate, and is the co-producer of CREATIVEMIX (Vancouver’s Ideation Conference). As an educator, speaker, and author, Corwin is a cheerleader for creative risk-takers. Corwin is passionate about help creative people take action towards their dreams and their goals. He can be found on his blog and on Twitter. He lives in Vancouver, Canada and drinks very unhealthy amounts of expensive coffee.