Even with the world’s ample supply of handy resources, so much of what we really use in business and in life seems to come from the casual conversations we have with others. Perhaps you remember the precise exchange when a friend gave you the gift of access as she talked up a great new search engine called Google. Or, while indulging yourself on the free canapés at a cocktail party, you were introduced to the creative director that helped you land your current job. You get the idea.

Recognizing that a well-timed exchange with colleagues — in and outside
of our industry — can lead to success and opportunity, we at CreativeRefuge.com have installed a community "water cooler." The intent
of the Water Cooler is to highlight innovative efforts surrounding business development, advertising, branding, target marketing, networking, and such. Basically, it’s about sharing the clever ideas you’ve implemented over the years that ultimately increased your revenue.

Remember that every idea coming from you has the potential to spark a firestorm of thought in someone else. That's what sharing at the Water
Cooler is all about.

So, whet your appetite on the tips I've collected below... then, enter the Water Cooler, read what others have to say, and submit your own tip or two. Let’s get that Water Cooler bubbling!

1. Polish your "Quick Pitch"

Can you rattle off, in less than 20 seconds, what your business is all about? If so, did you include who you are, what you do, and what value you provide (i.e. citing an example of value you provide to a current client)? If it doesn’t already flow easily from your lips, your Quick Pitch (often referred to as your "elevator speech" because you should be able to state it succinctly and completely in the time it takes you to get in and out of an elevator) could use some polishing. Write it out. Make it memorable, without sounding canned — remember, you have to say these words out loud. Once your Quick Pitch is solid and shining, memorize it. Don’t rush it. Remember to pause, and to breathe. Practice it (yes, out loud!) until it is part of you. Your comfort with the words will give it sincerity and strength.

2. Catch a Big Fish.

Put some extra time and effort into catching a well-known client in your target market. Think about this — first-class firms spend considerable time choosing who they outsource to. Having a big fish choose you builds the market’s trust in you and increases your perceived cachet. Your efforts in catching the big one will pay off not only in the experience gained, but also with its privilege to namedrop during your next sales pitch.

3. Identify a Need. Fill a Niche. Build a Business!

Does your business need a fresh infusion of opportunity? Can you come up with a use for your product, service, or talent not yet exploited in the marketplace? I knew a woman who enjoyed crafting beautiful beaded jewelry, but needed more income to support this passion. Seeing rosaries as distinctive pieces often purchased as gifts by those who would consider quality over price, she increased her visibility in the church community, put an ad its bulletin, and billed herself as the person to call on for quality, custom work.

4. Invest in a Website – Everybody’s Doing I!

It’s fundamental, but needs to be said — invest in a classy Website. It conveys that you are a professional and in business long-term. The site doesn’t have to be fancy, but you’ll need to purchase and register your Web address (domain name and URL), and most likely pay a monthly fee to have your site hosted by a Web hosting company or ISP (Internet Service Provider). As for the site’s creation, you’re better off working with a professional Web design team. If your budget is tight, books and Websites can help you learn some basic HTML programming. In any case, do what you must to get up on the Web because, let’s face it, these days people expect every business to have a Website.

Now, It's Your Turn

Are you remembering all the great advice and useful tidbits you’ve culled over the years? Be sure to share them with colleagues here at the Water Cooler and in your everyday encounters. It’s easy to get busy and forget what a value it is to share. Seasoned pros, in particular, must remember to pass their wisdom on to the next generation. It will make this world a better place, and you know what they say — when you give, you open up more room to receive.

© 2003 Jill Toole, M.B.A.