September/October 2007 - Issue #59

• Intro
  
• Article - Your Niche, Your Ideal Client, and Your Message by Michelle Ulrich
  
• The Office Corner
  
• Grammar Question of the Month - When to Capitalize After a Colon
  
• Tech Tips by Terence Kierans - Excel & Windows
  
• Writing Corner
  
• Word of the Month - Hyperlink
  
• Recommendations
  
• Judy's Corner
  
• Judy's Photo Gallery
  

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* Are you an independent contractor, thinking about becoming one, or know someone who is? Do you work in the office of a small business or organization? Do you have friends or relatives who might be considering a drastic transition to a home-based or small business?

In today's business environment, so much revolves about marketing our businesses, and in order to do that effectively, we need to analyze some of the basics. Customer service is key, but another issue is finding the right customers. How do we do that? It's up to each of us to sift through the ideas out there and apply those that will help our businesses start and grow with balance and energy.

Whether you're a Virtual Assistant, Remote Professional, CPA, or consultant, or are thinking of starting a business in the future, you may want to review the first of a powerful two-part article by Michelle Ulrich. I hope that reading it will spur you to further research. So much is possible these days. And we're virtually surrounded by resources.

By Michelle Ulrich

Part 1. Your Niche

Ever wonder why you should you think seriously about your niche, your ideal client, and your message? If you don't and your competitor does, guess who will get the client or close a sale? Your competitor. These three areas will set you apart, create your unique selling proposition, and differentiate you from your competition. (We'll cover ideal clients and messages in Part 2.)

As you work your way through each of these steps, you will begin to unfold the reasons why someone would want to do business with you versus your competitors.

Before we begin exploring your niche, let's discover your passions. Your passions will tell you more about yourself and what to focus on in your business than you thought possible. Okay, now grab a yellow notepad and write down your current passions. List the things that you love to do and the things you could spend all day on if you had the time and no one interrupted you.

Next, write down the things you used to feel passionate about. Finally, write down things you think you would love to learn, things that you think you would absolutely love to do someday. Don't cheat yourself by writing down things you think others want you to do or explore. This is for you and you alone!

Now, look at all of your passions and see if there are any items that might correlate, like a child's matching game. Draw a line connecting the items you think you'd like to match up even if you think there is no way they could realistically work together.

Sit with this, sleep on it and then ask yourself if there are any possibilities, any creative ways to bring these passions into your business. If you still don't see it, ask others what they think. Be careful to ask others who are non-judgmental, and impartial. Seek out a SCORE counselor at www.score.org and ask the counselor what she thinks. You may even ask a child, a high school student, or college counselor what they think.

Asking family and friends may work if they know you and are open-minded. Sometimes, however, those closest to us can be the most closed-minded.

Once you've determined your passions, you can layer your skills to add a new dimension. Let's try this example:

Identify Your Niche Specialty

Your niche could be the type of work you perform or the industry in which you would like to work. So, don't get caught up on an industry type. You can confidently say to those who say you "should" have a niche, "Yes, I work in [type of work] or [industry] as my niche."

1. Identify your niche (type of work), then narrow it down further to specific areas of concentration

a. Academia - theses, term papers, reports, research…

b. Event Planning - small, medium, large

i. Corporate, small business, individual

ii. Themes, holiday, other

c. Ezines

d. Graphic design/Desktop publishing - advanced, intermediate, simple

e. Real estate - transaction coordination, marketing, listings…

f. Shopping carts

g. Transcription - general, court, medical - dental, surgery…

i. Digital, video, DVD…

h. Travel - research, bookings - air, car, cruises, hotel, destination

i. Web design - advanced, intermediate, simple

Take a moment to write down your top three specialties.

Identify Your Niche Industry

2. Identify your niche industry then narrow it down further to specific areas of concentration. Examples follow.

a. Animals - veterinarian clinics, breeders, pet sitters, dog groomers…

b. Authors - fiction, nonfiction, children's books, cookbooks…

c. Coaches - business, corporate, life, relationship, financial, parent, holistic…

d. Environment - entrepreneurs, builders, solar professionals…

e. Food - caterers, bakeries, dessert diners, mom-n-pop delis…

f. Real estate - luxury homes, commercial, residential, horse property…

Now write down the top three industries in which you'd like to work.

At this point, you know your passions and your niche (type of work or industry). In the next issue of Communication Expressway, we will examine who your ideal client is and make sure you also have a clear message that explains your specialty and how it meets the needs of potential clients or customers.

Go with passion and excitement-it's yours for the taking!

About The Author:
Michelle Ulrich is the founder of The Virtual Nation™, an educational destination for Virtual Professionals around the globe. Michelle is a community college instructor teaching a Virtual Assistant certificate program online. Aside from coaching and teaching, she is also a speaker and soon-to-be author on the subject of Virtual Assistance. She maintains her private practice where she specializes in working with authors, coaches, and speakers who struggle to keep up with e-commerce and new technologies. Find her websites at www.michelleulrich.com and www.thevirtualnation.com.

1. How to write press releases: Audrey Owen
http://www.writershelper.com/writing-press-releases.html

2. STYLE MANUALS AND GUIDES: Gary B. Larson
http://home.comcast.net/~garbl/writing/style.htm#manualguides

Let's use the Gregg Reference Manual to examine the best ways to capitalize or not after a colon (196-199):

1. Don't capitalize after a colon if the material that follows can't stand alone as a sentence (dependent clause or words). Exception: if the first word following the colon is a proper noun.

2. Don't capitalize the first word of an independent clause after a colon if the clause explains, illustrates, or amplifies the thought expressed in the first part. Exception: same as above.

3. Capitalize the first word on an independent clause after a colon only if it requires special emphasis or is presented as a formal rule. (In such cases, the first part of the sentence functions only as an introduction.)

4. Capitalize the first word after a colon as shown below:
*	When the material following consists of two or more sentences.
*	When the material following consists of a quoted sentence.
*	When the material following starts on a new line (as in the body of the letter or when creating a numbered/bulleted list).
*	When the material preceding the colon is a short introductory word (Note, Caution, Remember, Wanted).
*	When the material preceding the colon is the name of a speaker in the transcription of court testimony or the script of a play.

EXCEL
DEBUG A WORKSHEET WITH FORMULAE

When debugging an Excel worksheet the first step is to examine the formulae that lie behind the results. To view all the formulae in an active worksheet press CTRL+ ~.

This will activate Excel's "Formula Auditing Mode"; the contents of all cells are displayed as entered, not calculated. To make life easier, click "File/Print" to print out the worksheet with the formulae displayed.

After examining the worksheet, you can return to the original worksheet display by pressing CTRL+ ~ again.

If you cannot find the error after examining the worksheet in "Formula Auditing Mode", the next step is to run an error check. Click "Tools/Error checking". Similar to the spell checker, if the "Error Checking" tool finds an error in a formula it opens a dialog box that offers the option of correcting or ignoring the error. To define which types of error Excel checks, click "Tools/Options" and select the" Error Checking" tab.

WINDOWS
ACCESS ICONS ON THE DESKTOP

You can access icons on the desktop using the keyboard.

1.	Press the Windows Logo key. The "Start" menu will be displayed.
2.	Press "ESC". The "Start" menu disappears, but it keeps the taskbar active.
3.	Press SHIFT+TAB once. This action toggles between the taskbar and the desktop. Your desktop is now active, even if you do not notice any indication of it.
4.	Press the "DOWN" cursor key; you will see which desktop icon is active. Continue to use the cursor key to move to the icon you want to use.
5.	Press "ENTER" to run the icon, or press SHIFT + F10 to see the context menu for that icon.

Terence Kierans
Cyberspace Virtual Services
tkierans@virtualservices.com.au
http://www.virtualservices.com.au/
We keep your project on the boil, while you sleep

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2. SEVEN FANTASTIC COPYWRITING ARTICLES:
http://www.spannet.org/article-copywriting.htm

3. COPY EDITOR: Exclusive to its subscribers: language usage polls, links to a trove of top-quality informative Web sites, searchable archives of past issues, the ability to download the current issue, and bonus online-only content. Download a sample issue. Use it an an example of excellence in content, layout, and formatting..
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4. GUIDELINES FOR INTERVIEWING CHILDREN:
http://www.concernedjournalists.org/node/812

Main Entry:hy-per-link
Pronunciation:hi-per-link
Function:noun
Date:1988

: an electronic link providing direct access from one distinctively marked place in a hypertext or hypermedia document to another in the same or a different document.

–hyperlink transitive verb

*By permission. From Merriam-Webster's Collegiate(R) Dictionary at www.m-w.com by Merriam-Webster, Incorporated.

1. SUMMER OF LOVE: Revisits the unprecedented explosion of contemporary art and popular culture brought about by the civil unrest and pervasive social change of the 1960s and early 70s.
http://whitney.org/www/exhibition/SOL_exhib.jsp

2. MENTAL FLOSS:
http://www.mentalfloss.com/

3. WHAT DO YOU FEEL MOTIVATES YOUR CUSTOMERS TO BUY?
http://www.tomski.com/archive/new_archive/000063.html

3. THE MEANING OF COLOUR IN WEB DESIGN:
http://www.sibagraphics.com/colour.php

In August my mother died. The end time of her life was relatively brief, and full of issues that weren't resolved until the last. I wrote about the situation in my blog and personal website: http://www.judyvorfeld.com/ethelcrook7.html.

We had a rousing memorial service in September, finalized by the singing of "Amazing Grace" by all children, grandchildren, and great-grandchildren. The family then asked those present to join us in singing the last verse. A fitting end of a mostly musical program that paid tribute to an enthusiastic musician and music teacher.

There were so many beautiful tributes, which I'll blog about soon, but one that touched us all was given by Roger Briggs, conductor of the Whatcom Symphony Orchestra. Here it is: http://www.judyvorfeld.com/ethelcrook8.html.

A week or so before Mom's death, I attended a high school reunion in Bellingham, Washington, and had a magical time. I hadn't attended one in years, and it was delightful to see some of my favorite people once more. Especially my long-time friends Ann Sunitsch, who was a majorette with the high school band, and Donna Jean Essex, who was a fantastic trumpet player. I played French horn.

What can I say? Go, Raiders! It's fun to remember the crack high school marching band I was part of back in the last century!

I hope your summer was pleasant, and that you are ready for a change of season. It always happen whether we want it to or not. I'm ready for autumn in Arizona. How about you?

Dahlias taken near the Roeder House, Bellingham, Washington August 2007

Gazanias taken near the Roeder House, Bellingham, Washington August 2007

Hydrangeas taken at Monroe, Washington just after saying goodbye to my mother. We had beautiful pink and blue hydrangeas growing in the front yard of the old family home. It seemed fitting that the facility where Mom was staying was surrounded by a large number of exquisite hydrangeas.

Starfish, taken by David Crook shortly before our mother died.
To read how starfish played out in Mom's life,
read this tribute by Whatcom Symphony Conductor Roger Briggs.

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