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The choice of type is an important decision. Type conveys the flavor of your message when you are sharing your words in print, on a computer or smart device screen.

I am especially sensitive to the look and feel of type. I own more than 1000 fonts, so many that I recently had to disable many of them to avoid slowing down my computer.

My fascination with the structure and beauty of typography began over 30 years ago. You can see examples of type as a branding element when you go to the grocery store. Some of the most famous examples of typographical branding include Coca-Cola, Pepsi, CBS, Jack in the Box, Costco, Macy’s and Target. They may also use other graphic elements, yet you easily recognize their names when you see them.

Typography can be used to make your point, evoke strong feelings, act as a focal point to draw your attention to what is important. When used improperly, the choice of type cause confusion, be hard to read, or convey the opposite meaning from what is intended.

In my opinion, and one that is shared by most designers I know, one of the best books ever written about typography is a very small volume written and originally published as a handout for the graphic design special interest group of the North Coast Mac user group. I’m talking about “the non-designers design book” by Robin Williams. The companion book, “ your Mac is not a typewriter” is equally valuable and well known. They were written at the start of the desktop publishing revolution and the wisdom is just as valuable today. The principles of good design haven’t changed. They methods we use to deliver our message have changed. The principles of good design still apply.

I consider these two tiny books to be a “must read” for anyone who intends to use words in a visual format to communicate with others. You can find books through Peachpit Press (members of the North Coast Mac Users get a significant discount and can order then at a meeting — go to www.ncmug.org for details.) I first started using these books when I was a student in the graphic arts program at Santa Rosa Junior College, and again when I began teaching graphic design and communication.

I was extremely fortunate to meet and learn from Robin. We met when she was a part-time instructor at SRJC and as a frequent presenter at the NCMUG graphic arts group. Robin is a very witty and dedicated lover of typography. She went on to take her workshop handouts and transform them into these books. Since that time, she has written many more excellent books on design, also available through Peachpit. Generations of graphic artists everywhere are indebted to her for these clear, visually powerful and fun books that are good foundation for professional, digital, typesetting.

There is no excuse for poorly executed typography when we have so many powerful tools and an endless inventory of type available to us. Back in the days when type was set by hand withi lead type, writers never thought about laying out their words for print themselves. They concentrated on their stories and left the typesetting to the experts. Today most of us use a computer to compose and to prepare our written words for publication. Owning a computer does not a typographer or graphic designer make. If you intend to enhance your message and share it, educate yourself about type or collaborate with a trained, professional book designer to transform your words into beautifully set type.

Spend an afternoon becoming familiar with the content of these two books. I guarantee your investment will be rewarded. Even if you have no interest in doing it yourself, becoming an informed consumer will help you direct your book cover designer, your book interior designer and your e-book designer with the information you need to make your writing as beautiful and as memorable as your writing.

Judy Baker is Completely Creative. Trained and certified by Robert Middleton as an Action Plan Marketing Coach. She is a branding expert who helps authors, speakers and entrepreneurs and create visual and verbal brands that attract customers.

She specializes in developing brands that connect emotionally and move people to take action. An alumnus of Robert Mondavi Winery, Judy is an engaging speaker and workshop leader. A graduate of San Diego State with a B.A. in Drama and a Master in Human Resources and Organization Behavior from the University of San Francisco, she has been a student and instructor in graphic design at Santa Rosa Junior College.

Judy is the President of the Board of the Bay Area Independent Publishers Association, an organizer the Wine Country WordPress Meetup, Program Chair for f the Bay Area Consultant’s Network and a tenor with Vox Populi Sonoma, a rock choir. Her business expertise includes strategies for turning expertise into information products. She lives in Sonoma with her husband and cork-fetching cat, Simba, her spouse, Garry, and a house and office full of books. Visit her online at http://www.creative1.com

 

My writing coach told me about Scrivener. It is made by Literature and Latte. It is a great tool for writers of all types. I am using it to transform my book outline into a manuscript. Scrivener is a flexible tool and you can start with an outline, or just jump in and start writing. Without any instruction, I got going in less than five minutes. I am a long time user of Microsoft Word, InDesign and other document creation tools, so I am relatively fearless when it comes to software and putting it through its paces.

There is an introduction video tutorial, so you can learn how to use it in under ten minutes. It is well worth your time to view this video as shows you how to navigate the interface of the program and gives you tips on how to use it. Of course, I didn’t watch the video first, I just dived right in and figured out how to do things. To really understand the framework, I recommend that you check out their overview tutorial and avoid frustration.

Getting Started with Scrivener

I downloaded a free trial version of Scrivener. I wanted to be sure I would enjoy using it before I bought it. Scrivener is available for the Mac OS (that would be me) and for Windows. Their trial terms are very generous. You can use the program for 30 days. However, if you only use it for 1 or 2 days a week, you can stretch out your evaluation period. I bet you won’t wait long before you decide to buy a license and continue to use it. It is a desktop only app for now, with an iPad version in the works.

I was convinced that this is a tool I will use after I got started on my first project. It is similar in some aspects to Evernote, one of my favorite applications. They both organize your stuff. They both use folders. Just as Evernote is great for clipping content from the web, you will soon find that Scrivener also has the ability to capture your data. You can import or drag and drop files into your project.

What Makes Scrivener An Asset for Writers

If you are a new author or a seasoned pro (both use Scrivener), you will soon discover that preparing your content for publication is as much file management as it idea generation. That is where Scrivener shines. You can organize your thoughts in a variety of ways. If you are old enough, you remember putting your ideas on paper index cards. Scrivener uses this concept and assigns an index card to every document in your project.

Projects are contained within Binders. You can work on individual sections of your writing and rearrange them easily. No more cut and paste. You rearrange the index cards in your project until you are happy with the order. Or if you prefer, you can view your content in outline mode. You can switch back and forth between modes too. There is another mode, scrivening, where you can see the entire contents of your binder as if it were one long document.

Download Scrivener and try it for yourself. The trial runs for 30 days of actual use: if you use it every day it lasts 30 days; if you use it only two days a week, it lasts fifteen weeks. Once the trial expires, you can export all of your work or buy a licence to continue using Scrivener.

The idea is that you create projects, projects contain binders, binders hold folders and documents/index cards. You can make your chunks of writing as small or as large as you wish. If you decide to split a chunk, Scrivener can do that in one mouse click and your larger chunk becomes two separate document.

Research

This is an area of the Project where you can put anything, such as images, notes, anything you are using as you prepare your manuscript, but the content of the Research area is not compiled into your book unless you copy the contents onto an index card. research all stays in your project.

Adding Documents

It is easy to add documents into any part of your Project. You can import them, including Microsoft Word files. You can drag and drop them into your Project. You may clip information from the web into Scrivener.

Asset Management Made Simple

Instead of guessing where you filed those documents that make up your project on your computer, Scrivener keeps track for you. I love this feature. I don’t have to remember where things are living on my computer, especially when I may be using content from a variety of sources. Once I put it into Scrivener, it is just a click away.

Output

I haven’t tried this yet, but my writing coach has already used Scrivener to publish her work to a variety of e-pub formats. Scrivener has the capability to compile your writing into the various flavors of e-pub, and you have control over what goes into each publication. You can also expert to many popular programs like Microsoft Word or create a PDF.

Try it

There are templates included as a starting place for you. The program is very flexible. You can watch video tutorials to help you learn how to use the program. It may take you a bit of time to use all of its features, and some you may never use, depending on your genre. You can get started fast if you already are familiar with Microsoft Word or Open Office.

Why it is a Winner

• You can switch modes and see your work the way you want to
• You can split the screen and see more than one document at a time or different parts of the same document
• It keeps track of all your source documents and images
• You can start with Scrivener or import your work from sources like Microsoft Word
• The outline mode
• The cork board mode and index cards make it easy to arrange and order your content
• You can export to a variety of popular formats including e-pub, Microsoft Word, and PDF

 

Video rocks – so why aren’t you using it yet?

People love to watch other people. That is why YouTube is so popular.

If you don’t nt know how to use a video camera, or edit video, or have the dollars to buy expensive software, let alone take the time to learn how to use it.

What if you could start recording videos and you didn’t have to go through all that other stuff?

qik is the answer

The video you see here was taken in less than 5 minutes using my iPad. If you have a smartphone or tablet with a video camera, you can use this app.

qik is fast, easy and free!

You can upload your video directly from your device to YouTube, Facebook, or Twitter. It is so easy.

How to Get Started with qik

1. Go to the qik website, http://qik.com/
2. Download the app and install it on your smart device
3. Write out a short outline for your video.
4. Cover your main talking points.
5. Comb your hair
6. Check the lighting
7. Go somewhere where you have good acoustics
8. Turn off any devices that could buzz or ring during your recording session
9. Put on some lip balm
10. Open the qik app
11. Record
12. Watch your video before you upload it.
13. Add a title
14. Upload to your choice or sites: Facebook, YouTube, Twitter (you can link your qik account to your accounts at any of these social media sites.)
15. You can even send a link to your video via email

That’s it. Simple, fast, and free.

What more could a marketer ask for?

 

I grew up eating Quaker oatmeal. Oatmeal is one of my favorite breakfast choices. Imagine how surprised I was when I tried steel cut oats for the first time. My entire concept of oatmeal was transformed. I was amazed at the difference in the taste, texture, and pleasure I experienced when eating this delectable version of oatmeal. My definition of oatmeal was changed forever. I would never be satisfied with the fast, ubiquitous and bland oatmeal from my childhood.

I’m a fan of oatmeal. It is nourishing. It tops my list of comfort foods. It fills my stomach with a warm deliciousness and triggers memories of breakfast with my Father. Oatmeal was one of the few things he was good at cooking (this was another era, before most men were comfortable in the home kitchen.)

Why am I willing to invest nearly three times the effort and time to cook steel cut oats versus the speedier and more convenient standard fare? In my opinion, the taste, texture and nutritional value merit the effort. The superior value is apparent on experiential and nutritional levels. I enjoy the result of my labor and the difference in price between the inferior, standard version of oatmeal and the scrumptious, nutty and satisfying steel cut variety is an insignificant factor in my choice to purchase, cook and consume steel cut oats instead of the readily available, less expensive and bland versions of oatmeal. I find that their higher quality is more pleasing to my palate, which translates into my desire to eat them often.

Cheaper is not always better. In fact, higher quality often allows me to use less of a product or to buy services because an expert usually takes less time to perform a task than an inexperienced individual. The price per hour may look like there is a huge gap, but in reality, the person who charges less per hour may in fact take more time and do an inferior job to the higher priced expert. I have less worry about whether or not the job will be done or whether the product will perform as advertised when I go with a proven product or service that has demonstrated value.

My husband is an architect. He is often asked to give a quote on a project; just I am for graphic design projects. Both of us have encountered this conundrum; a client asks for an estimate and then comes back to us with a perception that they can get the same work performed for a significantly cheaper price. What is usually true in this equation is they have requested a bid for work from someone who isn’t fully qualified to do the work for a ridiculously low price. What the client may not recognize is that they are comparing dissimilar products and services. They are also taking on a huge risk and exposing themselves to legal as well as quality issues. An expert, such as, a licensed, seasoned architect with many years of practical experience and knowledge, knows what to include in project bid because they have learned through their on the job experience, continuing education, up-to-date training, and by real life knowledge. They also know what to anticipate, and how to navigate the permit and construction processes. A newly minted service provider may know technically what they to do, but won’t be aware of all of the aspects of a project that are critical to success. That is what an expert brings to the table and why their pricing will reflect these gaps in knowledge.

Your decision to hire cheaper may actually cost you more in the long run. My husband and I have frequently been called in to fix the mess created by inexperienced service providers. Going with the low ball bid can cost you two, three or more times what you originally budgeted for your job when you have to have to work redone, you have to correct legal issues, or you missed an important deadline because someone didn’t know what they needed to know in order to provide you with the service and quality that you were looking for and deserve.

The next time you are shopping for services and receive very different estimates from providers, take a look at what’s included and what is left out each bid. Be cautious if you see a big difference between prices. Find out what has been included in what might be left out. Verify that the service provider has experience and can show you proof that they can deliver what they promise. In some cases, there maybe a big gap because of the level of experience of each provider, but that’s not the only critical issue to take into account. It’s usually an indication that the bidder lacks the knowledge of what they need to include versus an experienced, qualified, and honest provider telling you in detail what needs to be included for you get the work done the way that you want it completed.

Experts may charge more and appear to be expensive. If you have to have your work redone, how much will that cost you? Be sure you look at the facts before deciding to go with someone just because they have a lower price.

You do get what you pay for.

 

I’m participating in a program at my gym. For 6 weeks, every day my goal is to walk 10,000 steps. Different activities translate into a number of steps per minute. My routine varies from day to day. Some days I am dancing. On others, I take yoga, Pilates, a combination of strength and sculpting, and of course, one of my new favorites, salsa.

What You Can Measure, You Can Manage

I work out consistently and frequently. What has changed with the addition of the pedometer is my focus on reaching my goal, 10,000 steps every day. As Buckminster Fuller said “What you can measure, you can manage.” I was surprised to see just how many of my current activities translate into this fitness goal. On several days I have exceeded by more than half the number of steps in my target. What I didn’t expect, I found myself looking for more opportunities to be in motion. All because I am wearing a pedometer.

In school, students are measured: attendance, turning in assignments, completing projects, social skills. In business, our performance is reviewed by our customers, our peers, and are managers. Stating the outcome we want and measuring our actions and results against the desired outcome, gives us the information we need to know to evaluate our actions compared to our intentions.

The very act of stating a goal, measuring progress, and being mindful of your goal, can help put you into action. In another area of my life, writing my book on marketing, I made a comment error. Even though I am working with a coach to help me build out my book, I neglected to write down my goals with dates and I didn’t make appointments to do the writing. I’m driven to take action when I have items in my calendar. This oversight putting back several weeks. When I met with my coach, I realized my error and I have now corrected it by putting time to work on my book in my schedule, a repeating event with alerts is now active on my calendar.

Planning your actions helps you reach your goal. Measuring your activities is a way to remind yourself, and reward yourself, for staying on track. Measuring and documenting your actions can also reveal what is getting in your way and give you a place to take corrective action.

A simple way to track your actions might be to make notes in your calendar. Of course, there’s an app for that too. Here are a few apps that can help you without taking up too much time and they are fun to use.

Evernote

It’s a free tool that I have installed on my computer, my iPhone, and my iPad. It lives in the cloud and syncs between all my smart devices. Tim Ferriss used it to write his most famous work, The 4-hour Work Week, and The 4-hour Body. It’s a great tool for writers, business owners, students, anyone who wants to keep track of information, websites, and organize the data. You can clip URLs, articles, and entire webpages with ease. You can create separate notebooks within Evernote. You can add tags, notes, voice annotations, photos, and you can even e-mail right from the program. There is a paid version of the program, most users will be satisfied with the free version. Check it out at http://www.evernote.com

Wunderlist

Wunderlist is a task management app that works on smart phones and computers (Mac and PC). You can ask it to remind you with alerts, e-mail reminders. You can create multiple lists, and like Evernote, sync your lists to your various devices via the cloud.

Google Docs

You can create a spreadsheet to track your actions and if you have others on your team, you can grant access to your Google Docs easily.

Dropbox

Is another cloud service where you can share documents on file by file basis. If you’re working with a coach, or other team members, putting your documents into dropbox allows sharing and editing with the people you grant access. To sign up for Dropbox, click here.

Tools You Can Use

I invite you to give these tools a try. They are free. Pick a project you want to complete and see how these tools help you succeed. You may be surprised to see how measuring what you do will help you do what you want to measure.

 

I nearly incinerated my kitchen the other evening. I was tired and hungry. I had one more task to complete before I stopped working for the night. I thought I would save a bit of time and heat up some soup while I worked.

DANGER!!! DANGER!!! DANGER!!!

I am famous around my house for blackening pots and pans due to my ability to get focused on my work, while the kitchen goes up in smoke. I have burned beets (a very nasty smell), blackened brand new pans, killed tea kettles by melting them, guess you would say I have a black thumb when it comes to cooking. Most of the time this is not an issue, as my husband is the cook in the family. So when I occasionally go into the cooking mode, I need to be sure I use a timer with a very loud alarm to wake me from my reverie and interrupt my concentration so I redirect my attention to the kitchen, the fire under the food and avert any potential disasters.

When I focus on a task, without distractions, my brain is fully engaged and works faster than when my attention is split.I can get more done, when I work in sequence, instead of trying to do too much simultaneously.

Give the uni-tasking method a try. I think you will enjoy what you are doing, be in the moment and have less likelihood of repeating my flammable mishaps.

Safety studies have shown that when we talk on the phone at the same time, our brains are 35% less efficient. That loss of attention could prove fatal to you or others.

Put down the phone, yes, even if you are using a headset or speaker, when you are driving. Focus on what you are doing there, and elsewhere in your life. You’ll have less stress, get more done, and enjoy the journey.You’ll be more productive.

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Have you every been stuck in “Perfection Paralysis”? Have you missed out on opportunities by waiting until everything was perfect?

What if you knew your were perfect right now? How would you act? What would be different for you?

Weight the value of your effort and investment in an idea or project against what you expect to harvest to be. ROI, return on investment takes into account the ingredients that go into the pie and the final product.

Looking at actions as an investment may change the way you evaluate and spend your resources.

Please subscribe to my blog. It’s free and you’ll find more tips to help you cultivate your clients and grow your profits.

 

Let your perfection shine. You are perfect as you are. You know enough, you are enough, and you are perfect.

Next time you have a good idea, test it using the Lean Start-Up model. Invest the smallest amount of resources to test your idea. If it sticks with your audience, you can make it better. If not, move on, revise your idea, knowing that you have what it takes to succeed.

You should subscribe to my blog and to my YouTube Channel. You know you want to. Just do it now.

 

April in Northern California brings uncertain weather. Showers, sun, heat, wind, heavy rain. The garden is begging for attention. Established plants are braving the swing in temperatures. They can do that because they are well established. They have a strong infrastructure to support them. Their roots know the earth where they are living. They have adapted. Their ability to thrive where they are has given them a secure spot at the table.

But what about those fresh, tender, small plants you purchased at the nursery in hopes of freshening up your garden with spots of color? These young plants have fragile root systems. They need time and care to adjust to a new environment. Most will need a higher level of attention and care until they have established themselves in their new garden home.

Clients are like tender plants

When you begin working with a new client, treat them as you would a transplanted seedling. Give them attention, nurture them. Protect them as they grow roots and you both become acclimatized to each other.

As your relationship grows, provide a structure for growing, support them. Feed them regularly. Be sure the light, water and temperature are just right for healthy growth. Add to the mix when needed. Keep your relationship free of weeds. Amend the environment with your time and attention.

Regular Care Required

Treat your clients with care. Give them regular attention and the food they need to thrive. Be a responsible gardener. With regular care, your clients will be as happy and as healthy as the plants in your garden.