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Sweet Pins sells hosiery from some of the best brands around the world to women who still take pleasure in wearing gorgeous stockings or want to co... Read more
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Profile | Peter Crocker
Peter Crocker
Peter Crocker ran screaming from his ‘proper job’ in 2002 and has flown solo from the third bedroom ever since.
Since escaping ad agency land, Peter has specialised in business copywriting, partnering with digital agencies and corporate clients on websites and digital content. Along with his writing partners, he has worked with agencies large and small on brands including Microsoft, NRMA, SAP, Westpac and AGL to name a few.
In 2011 he co-authored Flying Solo Revisited - How to go it alone in business with Robert Gerrish and Sam Leader.
He looks after marketing and advertising for Flying Solo and lives on Sydney’s northern beaches with his wife Felicity and daughters Bella and Ava.
Accept that some days you're the pigeon, and some days you're the statue - Unknown
Articles by Peter
When golden ducks kill the golden goose
24 Jan 12Peter CrockerDo you struggle to get runs on the board for your business under the relentless barrage of distractions? It happens to the very best. Read more
Comments: 13The hottest debates of 2011
20 Dec 11Peter CrockerToday I’m reflecting on the big hairy topics that were hotly debated in the Flying Solo forums this year. The questions and answers may surprise you. Read more
Comments: 0We are the soul traders
22 Nov 11Peter CrockerDescribing a ‘typical’ solo business owner is like trying to describe an ‘average’ person. But as diverse as we are, those in the flourishing soloist movement share many tribal similarities. Read more
Comments: 58Note to self: Man up! Your regrets lie waiting.
25 Oct 11Peter CrockerThere’s that moment after a funeral, usually sometime after the third wine, where friends ask one another “Am I doing enough with my life?” Read more
Comments: 23Anger management: Don’t take that tone with me
27 Sep 11Peter CrockerWe’ve all been on the receiving end of spiky remarks or emails laced with venom. It’s not pleasant, but can anger in business be effective? Here we look at the issue of anger management. Read more
Comments: 35Business success: Is ‘making it’ a myth?
30 Aug 11Peter CrockerIt’s easy to look at other people, especially in business, and make the assumption that they’ve achieved their major business success goals. But have they? Read more
Comments: 31Meet Crocks: Australia’s #1 bloke
02 Aug 11Peter CrockerImagine if we spoke about ourselves the way some businesses speak about themselves. Imagine no more, Crocks is using marketing jargon and talking himself up. Read more
Comments: 35Three rules of life
05 Jul 11Peter CrockerYou may not take him for a great philosopher or self-help guru, but I found the rules of life Jerry Seinfeld shared on Denton’s Enough Rope a few years back very inspiring for business and life. Read more
Comments: 25The F word: Why you need to fail more
07 Jun 11Peter CrockerFear of failure paralyses more would-be entrepreneurs than just about anything else. But success and failure go hand in hand. In fact, perhaps you’re not failing enough. Read more
Comments: 38Do working holidays work?
10 May 11Peter CrockerI’ve previously written about a copywriter who’d take extended working holidays where he’d write each day from 5am to 12pm before joining his family for lunch and sightseeing. But can it really be done? Read more
Comments: 34Are you banishing the bland?
12 Apr 11Peter CrockerI recently saw an interview where the questioner asked, “What do you fear most?” The unexpected and thought-provoking response was “Living a bland life.” Read more
Comments: 24Is it time to crack the WIP?
15 Mar 11Peter CrockerA mate of mine kicked off this year by escaping the office to develop new plans, products and growth strategies for his business. What happened was unexpected. Read more
Comments: 11Digital is seriously devaluing your industry. Now what?
15 Feb 11Peter CrockerYou can embrace it or you can ignore it, but you can’t deny it. The mushrooming global online marketplace is disrupting the value proposition of every industry, including yours. Read more
Comments: 26SMART goal setting: Making ‘New Week resolutions’
18 Jan 11Peter CrockerOver the summer, I love imagining grand visions for a glittering year ahead. But when it comes to developing the necessary action plans, I start to nod off. Read more
Comments: 23Share your business pitch in 140 characters
14 Dec 10Peter CrockerIs Twitter a sign of society’s shrivelling attention span and trivia obsession, or does it provide the strict discipline we need to distil our thoughts into focused nuggets? Read more
Comments: 145Caution: Career change ahead
23 Nov 10Peter CrockerWhether you’re loving, loathing or just knee-deep in building your business, it’s easy to forget that it won’t last forever. A career change may be ahead. Read more
Comments: 41Is there a secret to passive income?
26 Oct 10Peter CrockerThere is a whole industry built around selling the idea that you can escape your job, earn a six figure income and retire in a few years – all working part-time from anywhere. Count me in for this passive income! Read more
Comments: 33Honesty in business: Let me be frank
28 Sep 10Peter CrockerBetween political correctness and sucking up, butt-covering, politeness and advertising spin, the big and small business world is awash with meaningless conversations and wasted activity. Does honesty in business exist anymore? Read more
Comments: 28Business networking wimp: Tell me something I don’t know
31 Aug 10Peter CrockerIt’s fair to say that ‘getting out there’ and business networking – online or offline – is not something that comes naturally to me. Read more
Comments: 58Money and happiness: Are you earning too much money?
03 Aug 10Peter CrockerWhat is the relationship between money and happiness? I recall research from a few years ago that found that at all income levels, people say they would be satisfied if they could get 20% more. Read more
Comments: 9What stops you starting your own business?
13 Jul 10Peter CrockerA friend recently completed his first successful year as a solo business owner. His synopsis: “Why didn’t I do this sooner?” Well, there are lots of reasons that stop people starting their own business. Read more
Comments: 30Anatomy of Australia’s micro business owner
22 Jun 10Peter CrockerThanks to your generous participation, we recently published the results of Australia’s largest micro business survey Understanding Micro Business, 2010-2011. So what does it reveal about us micro business owners? Read more
Comments: 4Want simplicity in business? Be prepared to fight for it.
01 Jun 10Peter CrockerFrom product design and processes to marketing and language, you need simplicity in business to prosper. So why is it so elusive? Read more
Comments: 12Humour at work: Are you having a laugh?
28 Mar 10Peter CrockerIf you take your business seriously, then it may be time to lighten up. Adding a dash of humour at work can be a seriously powerful and often underestimated tool. Read more
Comments: 23Product branding: Have you painted your Ferrari?
08 Mar 10Peter CrockerI recently moved to one of those touchy feely fruity phones. Hardly a significant event, until I discovered many thought I’d been sucked in by product branding and had paid a premium just to carry around a logo. Had I fallen for the marketer and ignored t Read more
Comments: 18How do you get in the zone?
25 Jan 10Peter CrockerElite sports people often have a routine they go through before a game to help them get ‘in the zone’ to perform at their best. This powerful concept can apply to business professionals too. Read more
Comments: 24Is work life integration a pipe dream?
04 Jan 10Peter CrockerI’ve recently become fascinated by the idea of ‘work life integration’. Ok, so I haven’t even mastered ‘work life balance’ yet, but that concept is so last decade! Read more
Comments: 51Evaluating potential business opportunities
07 Dec 09Peter CrockerWhen you run your own business, you’ll inevitably be presented with great-sounding opportunities by prospective partners. But beware, most of what glitters is not gold. Here are some strategies for evaluating potential business opportunities. Read more
Comments: 16Client Christmas gifts: hot or not?
16 Nov 09Peter CrockerUp until last year I thought giving clients a gift at Christmas – or at least a card – was a sure-fire winner. It turns out there is a very passionate divide on the subject amongst business owners. Read more
Comments: 53Beware tired and emotional typing
26 Oct 09Peter CrockerWe’ve all said things we regret. In the real world, a sincere face-to-face apology and explanation can usually put things right, but in the virtual world of online communication our words can take on a life of their own. Read more
Comments: 23The cheat’s guide to exceeding expectations
05 Oct 09Peter Crocker“Under promise, over deliver!” is considered brilliant advice for business owners. But many people only focus on the hard work of over delivering, when it can be easier, and frankly more effective, to get better at under promising. Read more
Comments: 17What makes you start your own business?
14 Sep 09Peter CrockerI always had a desire to work for myself one day. But for me, when it came to taking the plunge, it was a total knee-jerk reaction with no inkling of a business plan. Is that the norm or the exception when you start your own business? Read more
Comments: 67Backyard studios: Do they work for work?
25 Aug 09Peter CrockerI moved house, and therefore office, earlier this month. Inside there’s plenty of competition for bedrooms and, with three wardrobe-hogging girls circling my precious office, I could be banished to the doghouse. But should I go to a backyard studio? Read more
Comments: 69Three types of holiday: Which are you?
03 Aug 09Peter CrockerFor small business owners, holidays can be hard work. Do these scenarios sound familiar? Read more
Comments: 14Small business tips learnt from big business
13 Jul 09Peter CrockerIt’s easy to criticise large institutions for their bureaucratic processes and customer service shortcomings. But, by examining what they do well, there’s a wealth of small business tips. Here are seven... Read more
Comments: 21Could you sell your business?
22 Jun 09Peter CrockerYou’ve worked hard, built up a good customer base and established a profitable niche for your business, but is it actually worth anything? Could you sell your business? Read more
Comments: 39I still have an email addiction. Do you?
01 Jun 09Peter CrockerIn my last article on confessions from an email addict, I spilt the beans on my compulsive email behaviours. Despite some frank self talk and bold promises, I’m sorry to report that my email addiction continues. Read more
Comments: 2223 simple tips on writing for the web
21 May 09Peter CrockerWriting for the web is not the same as writing for a brochure or magazine. There are many essential differences that you need to consider. Here are 23 simple tips I’ve picked up over the years. Read more
Comments: 8Confessions from an email addict
10 May 09Peter CrockerWhen I woke up the other morning at 3am to go to the bathroom, I thought it would be a routine pit stop. How wrong I was. Seeing the office door ajar, I quietly crept in and did the unthinkable. Am I an email addict? Read more
Comments: 77Online forums: From little things…
19 Apr 09Peter CrockerIn our articles, we often talk about the importance of celebrating victories. This week, we’re going to give ourselves, and you, a pat on the back for the success of our online forums. Read more
Comments: 4Work efficiently: Lose the busy competition
30 Mar 09Peter CrockerMeetings, deadlines, multi-tasking, smart phones, caffeine and chaos: it seems business is all about busyness. Ask people how they are and you’ll often get “Mate! Busy!” Read more
Comments: 29How great companies turn crisis into opportunity
09 Mar 09Peter CrockerIn a recent interview in Fortune magazine, management guru Jim Collins, author of business classics Built to Last and Good to Great, discussed what a business needs to to turn a crisis into opportunity. Read more
Comments: 14The importance of search engine optimisation SEO
16 Feb 09Peter CrockerHere’s a quick experiment that will speak volumes about the importance of search engine optimisation (SEO). The results may be inspiring, frustrating or ho-hum all at the same time. I call it window shopping the competition. Read more
Comments: 10How to sustain the holiday feeling
26 Jan 09Peter CrockerEven as January ends, my street is still dotted with discarded Christmas trees, drooping fairy lights and half-deflated Santas. I know how he feels. With the tan faded and toys broken, how can you sustain that holiday feeling? Read more
Comments: 8New year's resolutions for micro business owners
05 Jan 09Peter CrockerOkay, so they’re easy to make and virtually impossible to keep, but with every New Year comes resolutions. At Flying Solo we put our heads together and came up with these 11 ½ practical New Year's resolutions for micro business owners. Read more
Comments: 27Small business forums: Are you in?
08 Dec 08Peter CrockerHundreds of people are taking part in the conversations on the Flying Solo micro and small business forums. But what are the business benefits in participating in online forums? Read more
Comments: 5Career paths: Are you who you wanted to be?
17 Nov 08Peter CrockerThe other day, I caught the end of a radio report on recent research into career paths and happiness. The researchers asked: “Are you doing what you’ve always wanted to do?” and, “Given the chance, would you change careers?” Read more
Comments: 39Self promotion: Making it easy to get found
27 Oct 08Peter CrockerA recent experience reminded me just how many businesses make it unnecessarily difficult to be found by their prospects. In a world that’s increasingly obsessed with Google ranking, let’s not overlook the basics of self promotion. Read more
Comments: 17False economy: Beware the lure of the quickie
06 Oct 08Peter CrockerSo your customer rings and says, “I need something fast, cheap and cheerful, nothing fancy. Could you have a quick look?” Don’t believe it. This is false economy and the result can be less than satisfying for all involved. Read more
Comments: 36Business quoting: 10 secret line items revealed
15 Sep 08Peter CrockerThe world of big business is renowned for mysterious fees and charges. But here amongst small business, the use of hidden line items is running rampant! Here's an exposé of the black art of business quoting. Read more
Comments: 26Improving business productivity
25 Aug 08Peter CrockerAs a soloist, it can sometimes be easy to confuse activity for productivity. Are you on track to achieve your goals this year or do you need to focus on improving your business productivity? Read more
Comments: 14Does business networking work for you?
04 Aug 08Peter CrockerHave I mentioned how much I dislike business networking? It’s odd, because I love nothing better than learning about other people’s businesses and gasbagging about my own. Read more
Comments: 22Effective business websites
14 Jul 08Peter CrockerIn my web browser, I have a folder called ‘business websites I like’. It contains random sites that, for one reason or another, drew me in. Looking back at the list, they have three ingredients in common that make them effective business websites. Read more
Comments: 24Effective time management: Prioritising time
24 Jun 08Peter CrockerWith so many different things seeking your time and attention, it is not always easy to determine the best way of prioritising time. Do you have effective time management skills? Read more
Comments: 17Career satisfaction: Do you love your work?
02 Jun 08Peter CrockerThe philosophy of “Do what you love” and “Find your passion” implies if you’re not bouncing out of bed each day with fire in the belly then you’re in the wrong career. But are we chasing an impossible dream? What is your level of career satisfaction? Read more
Comments: 64Get serious about online marketing strategies
12 May 08Peter CrockerIn the 2008 Understanding Micro Business survey, you told us online marketing strategies such as websites and social networking were among the top ways to find new clients. Yet only 53% of us soloists have a website we’re happy with. Read more
Comments: 16Everybody runs their own solo business
21 Apr 08Peter CrockerWhether you’re leading a team from the corner office, crafting clothes from the kitchen table, working in a shop or bringing up children, I hereby declare you a solo business owner. You are the CEO of You Inc. Read more
Comments: 12The importance of communicating with clients
31 Mar 08Peter CrockerThere’s a simple email you can send to your clients or customers that they are guaranteed to love. If you want to be perceived as switched on, reliable and trustworthy, then read on to find out more about the importance of communicating with clients. Read more
Comments: 22Business cost management: Stop leaking money
10 Mar 08Peter CrockerAlthough you may not think business cost managment is the most exciting topic, it is something you need to consider if you want to make sure your business is not leaking money! Read more
Comments: 21Why start your own small business?
25 Feb 08Peter CrockerWhen talk turns to starting your own small business, there’s never a shortage of peopleo tut-tuting to themselves... “Most small businesses fail you know.” “Never go into business with family.” “Don’t borrow from friends.” And so it goes on. Read more
Comments: 22The downside of being your own boss
04 Feb 08Peter CrockerYou stroll into your boss’ office, flick your resignation letter nonchalantly onto the desk and explain precisely what they can do with their stinking job. Then you swan out to cheers of your workmates. Or so goes the fantasy of being your own boss. Read more
Comments: 31Use the power of channel marketing
14 Jan 08Peter CrockerSelling products or services direct to customers is all good and well. But could you be missing out on a potentially larger and more lucrative marketing opportunity? Here I will discuss the power of channel marketing. Read more
Comments: 6Business accountability: Whipping time
10 Dec 07Peter CrockerWell, it’s past 10am on 11 December so the whip’s out! It’s time to see if the power of business accountability has worked for the 39 brave souls who set deadlines to achieve one important task before the end of the year. Read more
Comments: 20Business commitments: Is your word your bond?
19 Nov 07Peter Crocker‘Gumps’, the oldest member of my family, is a 91 year old country stockman. Back in the day, he did big deals on nothing more than a handshake. But it seems business commitments and promises are getting increasingly casual. Is your word your bond? Read more
Comments: 28Business accountability: Set deadlines!
29 Oct 07Peter CrockerForget “New Year’s resolutions”. What about “This Year’s resolutions”? I’d like to suggest a short and simple exercise which will use the proven power of business accountability to help you set deadlines and achieve something extremely important. Read more
Comments: 40Three corporate gift ideas
09 Oct 07Peter CrockerIf you struggle with Christmas present ideas for clients, here are three gifts that have worked well for me. Read more
Comments: 83Work satisfaction: Do you love what you do?
17 Sep 07Peter CrockerHow do you know if you really love your work? There are two points in the week that are sure-fire indicators of your work satisfaction. Read more
Comments: 38Generating new business through sampling
27 Aug 07Peter CrockerIn a previous article on proactive marketing, I looked at selling to existing customers with the phrase "I've got an idea for you." But what about using a similarly proactive approach with generating new business through sampling? Read more
Comments: 20Proactive marketing: I've got an idea for you
06 Aug 07Peter CrockerIn one of our weekly polls, 43% of respondents said they would like to increase their flow of new business. To do this, thinking tends to focus on "How and where can I find new customers?" But there is an alternative - proactive marketing. Read more
Comments: 6Billing clients in six minute increments
16 Jul 07Peter CrockerBeing a soloist, there are many factors to consider when billing clients. How do you work out how much to charge your clients? Read more
Comments: 44New business projects: Do you need to believe?
25 Jun 07Peter CrockerAs soloists, we tend to have a fair bit of influence over what new business projects we take on, and what jobs we let through to the keeper. This is one of soloism's great attractions. Read more
Comments: 5Business start up tips: Things I'm glad I did
04 Jun 07Peter CrockerIn a previous article on business start up tips I listed four things I wish I'd done from day one of my solo business. This time, on a more positive note, I'm looking at five things I'm glad I did. Read more
Comments: 8Why the online brochure is not dead
20 May 07Peter CrockerAt the risk of suffering the wrath of website developers and online marketing consultants the world over, I’m going to go out on a limb and say “There is nothing wrong with a simple static online brochure website!” Read more
Comments: 14Business start up tips: Things I wish I'd done
14 May 07Peter CrockerHindsight is a beautiful thing, isn't it? I've been in my solo business for five years now and in looking back, can see four simple business start up tips that I wish I'd implemented from day one. Read more
Comments: 24Part 2: Being accountable - Setting deadlines
23 Apr 07Peter CrockerIn a recent article I wrote about the importance of being accountable and setting deadlines for getting things done. Read more
Comments: 28Being accountable: Setting deadlines
02 Apr 07Peter CrockerWhy is the builder’s house half built? Why does the mechanic’s car need a service? Or in my case, why hasn’t the copywriter’s website been refreshed for… well, a long time. It's all about being accountable and setting deadlines. Read more
Comments: 53Setting priorities: Your money or your life
12 Mar 07Peter CrockerBeing a soloist means there's always work that can be done to grow your business, so setting priorities and achieving the right work life balance can be difficult. Read more
Comments: 40How to stop procrastination
19 Feb 07Peter CrockerDo you have difficulty knowing how to stop procrastination? Procrastination is something that used to happen to me all the time, and it completely infuriated me… Read more
Comments: 28Strategic review: The soloist 'away day'
08 Jan 07Peter CrockerIf you've been around a corporate environment, you'll be familiar with the concept of the 'off site', 'away day', 'strategic review', 'conference', or 'executive retreat'. Read more
Comments: 7The key to a successful business is not talent
17 Sep 06Peter CrockerThe one fundamental attribute you need to run a successful business as a soloist is to be good at what you do – good, but not necessarily great. Read more
Comments: 6Six simple steps for solo business branding
06 Aug 06Peter CrockerCredible business branding has been revealed as a big issue for soloists. Is it our problem if people don’t take us seriously? I think it is. Here are some ways we can show the world we mean business. Read more
Comments: 8The highs and lows of working for yourself
04 Jun 06Peter CrockerWorking for yourself from home is often glamorised as a life of freedom, leisure & balance. A world where shiny silver laptops roam free and hours are spent at the beach. But what’s the reality? And is it all worth it? Read more
Comments: 21Listen to music while you work?
25 Apr 06Peter CrockerIf you listen to music while you work and you have a broadband connection (preferably unlimited), read on. I’m sure plenty of you are way ahead of me, but this is easily the best thing I’ve found on the net in the last year or so. Read more
Comments: 8How business partnerships can work for soloists
23 Feb 06Peter CrockerCan business partnerships help you grow your business without getting paid? Possibly. One way is to help a client build a business by putting the value of your expertise on the line. Read more
Comments: 4Is now the right time to start your own business?
03 Nov 05Peter CrockerHow do you know exactly when the time is just right to take the plunge and start your own business? The answer is surprisingly simple: never. Read more
Comments: 15Faster decision making by caring less
09 Oct 05Peter CrockerSoloists are generally 110% passionate about what they’re doing. Passion is a good thing, right? Maybe not when it comes to effective decision making. Read more
Comments: 2Business branding: Are you really a Nudie Virgin?
19 Sep 05Peter CrockerWhen it comes to your business branding, rather than trying to emulate others, it's more revealing to look in the mirror. Read more
Comments: 2The joy of starting a side business
02 Sep 05Peter Crocker“Ditch the corporate job and go it alone” they say “Life is not a rehearsal!” But realistically, it’s hard to chuck in a good job. Have you considered starting a side business? Read more
Comments: 7Four steps to getting customer testimonials
21 Jul 05Peter CrockerGetting Impressive customer testimonials on your website or marketing collateral is a very powerful way to win new business. But how do you get them? Read more
Comments: 14Join the community! It’s free.
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