By Sue DiFranco
Copyright © 2002 Sue DiFranco/Fun Facts Publishing  

The scrapbook industry is interesting because it encompasses everyone from the power players (manufacturers and large retailers, mostly), to the woman with a dream sitting at her kitchen table. So while you will always see extreme professionalism in the big companies (armed with their own marketing and sales department, how could they *not* be professional?), it is not always something you'll find with smaller companies.

Now, I know that most people in our industry understand that many companies start with just one or two people. And I also understand it is difficult to juggle all hats when starting your own business. However, there are some simple business "rules" that I see broken by several different companies.

Take a moment to read through the list and see if any of these rules apply to you. If you decide to change them, that's great! And if not, that's fine too. I only offer them as suggestions, because as we grow as an industry, we need to treat our businesses with the professionalism each business deserves. (Even if it's just little 'ol you in your bedroom/office!)

1. You should ALWAYS have your own domain name and professional Web site. Never, EVER have a "free" Web site for your business, or one that requires you to include their name in your domain name. That means no "geocities" or "bigstep" in your domain name. This is true if you are a custom scrapbook designer, and certainly if you are an online storeowner or product designer.

2. If you do not have a Web site yet and can't wait to get the word out through advertising, wait. I have seen many ads from companies that only had an email address, and worse yet, with a hotmail or yahoo account. Potential customers know that anyone in the world can sign up for a free account, so you will be losing potential business from Web-savvy consumers. Also, these accounts get full very quickly, and they usually only give you limited space, which means that potential customers might have their inquiries bounced back to them with a note saying the mailbox was full.

I have also visited many Web sites that I saw in ads, only to find that the site was "under construction." I completely understand how difficult it is to take care of everything all at once with your business, but again, think of how many people saw the ad, went to the Web site, saw it was under construction, and never came back again. It happens - a lot.

3. If you do have your own domain name, your email should include that domain name. This means that if you own www.funfactspublishing.com, your email address should be info@funfactspublishing.com, sue@funfactspublishing.com, or something similar. Your hosting company should be able to provide this for you.

I constantly see scrapbook businesses with legitimate
domain names, and yet their email is aol, yahoo, hotmail, etc. I understand you might be trying to avoid unwanted email, but trust me - you're going to get it no matter what. An email from a different email account - especially if it is a known free one like yahoo - is a recognized sign of a lack of professionalism. Simply contact your hosting company - this service is usually a part of your package.

4. Try to spell words correctly - especially if it's the name of your business or slogan. I completely understand about typos in copy, but please do your grammatical research before naming your business.

For example, the shortened verb of scrapbooking is "scrapping," not "scraping." Scraping is rubbing a surface with pressure. Scrapping is the shortened verb of scrapbooking.

I hope these tips help! Please feel free to contact me with your own business tips about what works and what doesn't!