| Small business owners must choose their words | | | | more for a one of a kind cake and the bragging |
| carefully when describing what they do. The | | | | rights that goes with it. Anyone can purchase a |
| consumer or customer associates a skill level and | | | | cake decorated by someone at a local grocery or |
| product value when he or she hears certain | | | | discount store. But, not everyone purchases a |
| words. Words enable the listener or reader to | | | | cake from a cake designer. If you are a cake |
| draw a picture in his or her mind based on his or | | | | designer make sure you are using the word |
| her life experiences. | | | | designer to sell your art. |
| When a small business owner is developing his | | | | 3. Girl Friday, Secretary, Executive Assistant or |
| presence online or offline through social media, | | | | Virtual Assistant. The word secretary will have |
| marketing, or public appearances the word he or | | | | the reader or listener picturing a woman who |
| she uses to describe his or her profession will | | | | types and answers telephones. She will typically |
| result in his or her earning potential. | | | | make minimum wage. A Girl Friday will be thought |
| Below are three examples of how choosing one | | | | of as someone who runs errands, types, answers |
| word over another will put more money in the | | | | telephones, makes reservations and does |
| small business owners' bank account. | | | | whatever is needed to assist the boss. The term |
| 1. Artist or crafter. When a consumer hears the | | | | Executive Assistant is often thought of as the |
| word crafter he or she thinks of someone who | | | | behind the scenes person who assists the boss. |
| sells his or her products at flea markets and craft | | | | Guess who earns more money? If you guessed |
| fairs. The consumer often sees this as a hobby | | | | Executive Assistant you are right. All three |
| for someone who is retired or just trying to earn | | | | typically do the same job in today's work place. |
| a few extra dollars. They assume the person is | | | | They all demand being discrete and professional. |
| self taught and the value of the item is dirt cheap. | | | | Yet, the Executive Assistant demands and gets |
| People attend craft fairs looking for a steal. When | | | | paid the higher salary. If you enjoy being a Girl |
| the consumer hears the word artists he or she | | | | Friday or a secretary I highly suggest you change |
| thinks high ticket item or one of a kind. He or she | | | | your title to Virtual Assistant or Executive |
| automatically thinks the artist has invested heavily | | | | Assistant so that you can demand top dollar. |
| in his or her education and the consumer is willing | | | | Many Virtual Assistants earn $60-90 per hour. |
| to pay a premium price for the item. If you are | | | | Virtual Assistants may work for more than one |
| selling quilts or handmade items you need to | | | | person and are often a business owner since they |
| decide before you start your business if you are | | | | are an independent contractor. |
| a crafter or an artist and brand yourself | | | | Consumers are not aware of the stereotypes |
| accordingly. An artist will be able to earn more | | | | they apply to various professions. But, they do |
| money for his or her quilts vice the small business | | | | know what they are willing to spend when they |
| owner that says he or she is a crafter and sells | | | | are shopping at a flea market or craft fair. They |
| his or her items at a craft fair. | | | | know what they will pay for a cake at a discount |
| 2. Cake designer or cake decorator. A person | | | | store and why they will seek out a cake designer |
| touting him or herself as a cake decorator will not | | | | at a bakery. Small business owners also fall into |
| command as much money as a cake designer. A | | | | the trap of paying a certain wage for a secretary |
| cake decorator decorates cakes that are often | | | | regardless if he or she is performing the tasks of |
| designed by someone else. A cake designer | | | | an Executive Assistant. Remember, specialists |
| designs the cakes and may decorate them. A | | | | command more money. Choose your words |
| cake designer is an artist. He or she will command | | | | carefully when describing what you do. Do not sell |
| more for a cake that is one of a kind because of | | | | yourself short by using the wrong word and |
| the exclusitivity that the consumer pictures in his | | | | communicating the wrong image to the customer. |
| or her head. A customer will be willing to pay | | | | |