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TODAY'S ENTREPRENEUR ADVICE
“Things change, sometimes overnight and often without warning – that’s the only thing you can be sure of - remain flexible and ready to adapt your strategies, but not your vision and goals - and get a good accountant right from the start to help you make informed financial decisions.”
- Lorna Scott is the founder of Inverroche Distillery, a small batch, artisanal gin producer in the Western Cape, South Africa. Inverroche spirits are distributed throughout South Africa and in 14 countries including Europe, America, Asia and Africa. Lorna uses the extraordinary bounty of rare, aromatic medicinal and culinary herbs, flowers and berries, which grow all around her as the inspiration to create a range of uniquely South African gins. Read Lorna’s startup story.
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The world of PR is changing, and with the rapidly evolving, 24/7 social media driven world we live in, it means that the notion of PR as we know it is changing in business. Any mystique that existed around this industry has gone, and for startup entrepreneurs there is a realization that there is no one better at selling their businesses and getting their brand messages out there than themselves. So if you are a startup entrepreneur and looking to DIY your PR, here are a few helpful tips to remember. Firstly, always accept that coffee invitation, you never know where it will lead. Secondly, get to know your customers, what they need and want, their buying patterns and habits, and tap into those needs with your messaging. Thirdly, when pitching your stories to news media, do your research and ensure your stories will resonate with their specific audiences. Fourthly, harness the power of social media, it could be your best way of quickly reaching audiences and getting people talking. Finally, first impressions count - make sure your stories and messages are well written, visually well presented, and impactful. And remember, good PR takes time but it’s worth the effort.
This past weekend, I was reading an article about the life of author Paulo Coehlo, and he said something that might resonate with many women reading this article. He said, “When you say yes to others, make sure you aren’t saying no to yourself.” I was thinking about this in the context of a conversation that comes up often when speaking to women entrepreneurs. Women have often been raised to be “people pleasers”, which can lead to seeking the approval of others, and as a result, they often have a harder time saying “no.” This can lead to them under-charging for their products or services in the marketplace, or being too giving of their time and help in general at the expense of their own needs, business or otherwise. It’s important to remember that it’s impossible to please everyone all the time, and in business trying to be everything to everybody is a potential recipe for failure. So, cut yourself some slack and stop trying to please everyone, instead please yourself!
Have yourself an inspired entrepreneurial day! - Melanie