“Alice Designs provides graphic design with a marketing twist. This means that we don’t just make your promotional literature look attractive, we make it effective in gaining business as well.”

OWM: Describe how you entered your current position.

AE: After a maternity career break I found myself doing voluntary design work for the organizations I helped with. I couldn’t give up the idea of the magazine design job I’d left.

After a shaky start, I started my design business, and only in the last couple of years have taken up the marketing challenge that gives my business its edge.

OWM: What preconceptions about sales and marketing, if any, did you have when you started?

AE: Understanding the difference between sales and marketing was a breakthrough, and it was then that I felt a synergy with marketing as oppose to sales.

I tend to be enthusiastic when explaining a marketing concept to a customer. But when it comes to closing the sale, that’s where I fall down. I’ve never been one to see a prospective with a practiced pitch and enticing presentation. I’d much rather go and ask them lots of questions about their business to see how I can help them.

OWM: What role does marketing play in your day-to-day business?

AE: Marketing should be done every day, like brushing your teeth. If you want to maintain a healthy business (or set of gnashers) then doing a little on a regular basis is much better than doing a lot now and again.

The trouble is, it can take over if you get too involved. It’s wise to set aside slots of time for various activities to drip-feed marketing into your daily schedule.

OWM: What marketing strategies have worked best for you?

AE: I enjoy writing, so article writing and keeping a blog have worked well. I recently discovered Twitter, and enjoy reading and responding to tweets. It’s a great media for gaining new ideas as well as collecting interesting information. I enjoy occasionally putting up particular tweets that state outrageous concepts!

The most challenging has been networking, especially at the beginning. I can now work a crowd, but giving a 60-second pitch always leaves me a jellified mess.

I now attend Toastmasters to learn how to speak appropriate without falling over my tongue or dissolving into an incoherent babbler. If I have to speak, I prefer to make the meeting interactive.

OWM: How has your self-image changed since you started marketing?

AE: I now have a purpose! There is nothing worse than a business with no direction or focus. But combining design with marketing and learning how the two concepts work together has allowed me to fill a gap in the business world.

I also take advantage of my altruistic nature and love helping people improve business. By having better promotional literature, they are more likely to achieve success themselves.

OWM: What do you wish you knew about marketing before you started?

AE: It’s so important to analyze your target market so you can properly promote your business.

Also when networking, ask questions. Don’t just shove your business card into people’s hands. Marketing is all about creating relationships with potential customers.

I also wish I knew more about websites, blogging, finding networking meetings and understanding how to market effectively on paper when I started. There is so much conflicting advice and information out there that can make people turn down wrong avenues, but at least now there are more help groups set up than before.

OWM: What marketing advice would you give to other women in business?

AE: Women are much better at marketing than men! This is because we have the gift of the gab, and natural networking with a cup of coffee is an ideal way of learning more about others.

Meanwhile, collect as much information as you can, and carefully catalog, absorb and act on it. Retain the belief that your natural ability to organize, see another point of view, realize the situation at a glance, read body-language and concentrate harder will always put you ahead of the game.

Learn more about Alice  and her work at Alice Designs, or read her blog.