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Interview With . . . Ruthann Betz-Essinger Just Organized, LLC Birmingham, AL by Maria Gracia 1. How long have you been in business? Since 1999. 2. Is this your primary business, or a part-time business? This is my primary business. 3. Are you a member of NAPO? (Please indicate if you're an officer.) Yes, since 1999. 4. Why did you become a professional organizer? I love to organize. I love people. And I have a passion for guiding and motivating others to drastically improve their business and their life. 5. What type of organizing do you specialize in (home, office, etc.)? Residential and Commercial. I specialize in working with Adults with ADD in both settings. 6. Do you sell products, services, or seminars? Please describe. I sell products to my clients and through my website. I also sell services, gift certificates and will hold seminars. 7. Have you written a book(s)? If so, what is the title(s)? No. 8. Do you publish a newsletter? If so, is it a print newsletter, or an e-zine? Is it free, or is there a charge? No, I just update my web-site website. 9. Do you have a web site? If so, what is the address? Yes, it's http://www.Justorganized.com 10. Is travel a big part of your business? Probably a quarter of the time. I love to travel so I don't mind combining business with personal business. 11. Who is your primary target audience? Women, any Adult with ADD. 12. Describe your typical workday. I will start about 9:00. Typically, I only schedule one client per day that way they get as much time as they need. When I am finished with the client if I have time I will work from home on returning calls to potential clients or I will look for new ways to market myself. 13. Every person interested in entering the professional organizing field is wondering, "Can I make enough money doing this?" What is your outlook on this question? I think it is hard to work full time as a Professional Organizer. Not because I don't have the time, I just don't have that many clients. 14. Which of the following marketing vehicles have you used to help you grow your business (direct mail, newspaper advertising, free workshops, radio, television, web site, e-zine, telemarketing, yellow pages, joint ventures with other professionals, publicity, other: please describe)? Free publicity with radio, TV stations and newspapers, website, yellow pages, joint ventures with other PO's, paid ads in various publications, networking groups. 15. Which one marketing technique have you found works the best for you? Please describe. Networking groups such as BNI (Business Networking International). You meet with the same group every week for 1.5 hours to discuss and promote your own business. 16. Describe a successful, creative marketing technique that you use, or that you've used in the past. Public speaking is a great way to get your name out, but you better like doing it. 17. Do you feel that networking plays a big role in growing your business? Yes, it is the best word of mouth advertising. 18. What do you do to generate referrals? Ask existing clients. 19. What do you find to be the most exciting part of your business? The end results. Not only does the space look great after we are done, but the mental outlook of the clients is freedom, relief and a sense of accomplishment. 20. What do you find to be the most frustrating part of your business? The relatives that undermine all the work with your client. 21. Describe your greatest success in this field. I did a barn with 4 brothers. 25 years worth of stuff in the dead of winter in Iowa. We had some interesting moments between siblings and decision making. One year later they were still organized. 22. As a professional organizer, do you have a funny story to share? Yes, remind me to tell you the one about the color coded bins and files and the color-blind client. 23. As an organizer, what professional organizing information or tools are you always on the lookout for? Anything! I love to read the lastest books, and I am a sucker for magazines. I also spend a lot of time at the office supply stores and Target, WalMart type stores. 24. Looking ahead, what do you see as your greatest challenge? Standing out from the newbies that are entering the field because they think it is easy. I have to do a better job at communicating what makes me different. 25. What is your best tip for people interested in becoming professional organizers? You have to be able to understand your client and organize for them, not you. 
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