I've promised myself to write something in this space every third day, both to force myself to write and to force myself to have something to write.
Tonight, I'm working on branding my smaller business. I can't figure out what else to call a one-man business that, I hope, will never grow larger than this second bedroom and won't cost much more than this computer and the programs (mostly) already on it.
I'm trying to create a full image that is ready to go when the first business cards are handed out. I've worked on having a single visual style, so now it's a matter of having a fully functional website up and running - if a page says "under construction" or "more soon!", the business isn't ready to go.
The business, Mr GeekWonk, focuses on tuning up Apple computers and helping people have an easier time using them. This ranges from getting folks started on backups to cleaning out hard drives full of useless files, to tutorials on utilizing all the gadgets Macs are packed with.
There's been a good bit of work on defining the voice of the business, which effectively means whittling down my understanding of a computer to easily digested soundbite phrases. I've spent so many years just doing this stuff for people without having to explain, because your friend doesn't care how you got the thing running fast again, they're just glad ya did it. And while a chunk of that mindset - the desire to ignore the internal workings of the thing - may persist, strangers are somewhat less interested in handing over a $1500 machine to someone who can't quite explain in plain English how anything will be any better after I'm done with it.
The perfect example is remote assistance. I have the ability to control another Mac from my own computer. There are two fantastic things about screen sharing. First, I can perform all sorts of maintenance without bothering the client, who only needs to open the right 'door' to let me in. Second, it's unbelievable how much easier life is when I can simply take control of your mouse and show you what to do next, instead of trying to describe what to do over the phone (no, the other menu. no not... yes, that's right, but I don't get why it's... wait, have you even opened iPhoto yet?)
Conversationally, I can describe that. My challenge has been to condense paragraphs like that down to sentence fragments that convey the entire idea to someone who simply couldn't care less.
The condensed version goes a bit more like this:
Convenience Defined.
No need to arrange a pickup or drop-off.
Most procedures finished by morning.
(Note: Some networks [dorms, etc] may restrict remote access, potentially requiring you to be present during the session.)
Apple’s Screen Sharing software allows access to a Mac’s screen and controls over the internet.
There is always an off-switch, allowing you complete control of your computer.
This weekend I have to work on the next, scariest part of smaller business life thus far: putting myself out there. Which does not sound nearly as interesting as writing and editing for hours.