Alright – so today we’ve got the honor of introducing you to Angela K. Durden. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Angela K. thanks for taking the time to share your stories and insights with us today. Can you talk to us about a risk you’ve taken – walk us through the story?

This happened just as home PCs were becoming available in the early 1990s. There came a time when a customer asked if I could handle a quarterly newsletter for his car dealership. He would need someone to build his database, design and print the newsletter and coupon inserts, print/affix mailing labels, and handle the bulk mailing process. I said yes. He asked if I could be available in a week for a meeting with another vendor who wanted to supply the database services. Of course, I said.

I had no idea how to do any of that but had six days to learn everything about database programs, building a database, graphic design, printing/print brokering, and bulk mail prep.

I knew enough to know that a lot of money would have to be spent to do what this customer wanted. Was I willing to go against what my husband would approve of and make it happen if I was awarded the account? I was.

The meeting with the other vendor and the owner went very well. I won the account, quoted the job, and was given the go-ahead. I proceeded to use our credit card to purchase thousands of dollars of equipment and programs. My (now-ex) husband was very upset I had done this without his permission.

I explained: He knew I was in business (writing for small companies). Technology was the way to go and I could make a lot more money faster if I had the correct tools.

Database built and print materials signed off on, two months later the first advertising packet for the dealership was mailed. I came home with a check that covered all expenses and brought a profit of several thousand dollars. The (now-ex) husband never complained again.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Technology (home computers, computer programs, and the Internet) has been the biggest challenge and the biggest help, in other words, a curse and a blessing. Using technology well — and better than my competitors — means I have to keep my eyes open. Without technology I would not have been able to work from home and have the life I want.

My strength is that I am curious enough to ask questions even if asking makes me look dumb to certain people. In the end they always find that my ability to “cut to the chase” of what they are offering and the point they are trying to get across wins them over and next thing you know they are declaring I’m a genius. I choose to believe them.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

One of my customers was the VP of the wholesale parts division of a large commercial truck and multi-line car dealership group. After a year of doing their marketing and getting to know all the locations and managers, I realized the group needed a corporate newsletter. I called the president and CEO and when he wouldn’t take my calls, I’d write him a letter telling him what I was going to tell him on the phone. Then I’d call again, be ignored, and write a letter. This went on for one year.

One day he took my call. He agreed to a sit down. He acted like he loved my idea and sent me to his VP of sales. I thanked the CEO but before I left the office I said, “Look, when I leave this office, are you going to call him and tell him to get rid of me?”

The CEO stared, shocked. He said, “No.”

I said, “Okay, if he tries to get rid of me, what do I do?”

The man said, “You come get me.”

“Alrighty, then. Thank you.”

I handled the quarterly employee newsletter for ten years. Everybody in every department knew me. I knew everybody in every department. One VP called me the real CEO of the company. We all laughed. The gig stopped when an investment firm out of New York purchased the company and they used their internal people to do the newsletter.

One of the service managers called, furious. He said, “Angela, what the hell has happened to the newsletter. It used to be so great and now you’re just slapping this thing together.” That’s right. The new company had not told anyone I was no longer handling that.

That was a huge blow both to my bottom line and to my ego. But business is business and I picked up an editing gig for an international used commercial truck nonprofit.

I’ve learned that nothing lasts forever and that pivoting isn’t easy but is necessary.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

Part of my pivoting process has been identifying my strengths and finding a market for those. I’ve done this in the music business — invented a split sheet tracking program that made our company the third-part validator of the deal — but could not get funding, did not have deep enough pockets to fund the fast growth and wide reach, and was also blacklisted from advertising online. (That’s a long story for another time.)

I’ve also been involved in the independent book publishing business since 2000. As technology has changed, so have the methods to get a book out. I’ve also worked very hard at becoming a book designer, an excellent editor, and a much better writer. So, I set up an independent publishing company and now have a growing roster of authors whose books I represent.

Of course, no matter what you do, the hardest part is getting the word out. Marketing is always the big bugaboo.

Contact Info:

• Website: https://blueroombooks.com/our-published-titles/
• Facebook: https://www.facebook.com/angela.durden1/
• Linkedin: https://www.linkedin.com/in/angela-k-durden-4759378/
• Youtube: https://www.youtube.com/channel/UCHWXpPsYdCHT9xDyMUw5EYg
• Other: https://angeladurden-books.com/ https://angeladurden.com/

Image Credits
Angela K. Durden