What's your best advice for women in business?

It's a question I hear frequently as more and more women strike out on their own, whether it's to start their own company, write a book, turn their great idea into a product, or otherwise monetize their talents. The number of women-owned businesses in this country is growing 1.5 times faster than the national average. From 1997 to 2011, they increased by 50 percent.

I love seeing this surge of confidence! Putting yourself out there is risky, but it's better to try and fail then to spend a lifetime wondering, "What if?"

Yes, I do have a favorite piece of advice for women in business but first, a word about self-employed women.

Did you know that our businesses added 500,000 jobs over 10 years while other privately held firms lost jobs?

That in 2007, we accounted for $1.2 trillion in sales receipts?

Unfortunately, we're also less likely than men to borrow money to expand, so our businesses are smaller. They're also more likely to fail and, despite that huge number of sales receipts, we ring up disproportionately less than our male counterparts.

That information, by the way, comes from an interesting report produced by the U.S. Department of Commerce -- "Women-Owned Businesses in the 21st Century."

It details the progress we've made and some of the hurdles we still must overcome. The latter include the legacy of a long history of discrimination; our tendency to be risk-adverse; and even some of the ventures that we choose. The report says we can help ourselves by creating more supportive networks, having access to more information, and finding mentors.

That last point gave me pause. When I launched my first business, there were comparatively few female CEOs, and certainly no internet to foster communication among them. I learned how to run a business mostly through good old trial and error. That's also how I figured out how to balance that work with my roles as mother, wife and daughter, and how to fit in time volunteering for the community organizations I valued.

But women don't have to go it alone anymore, and nor should we. Which is why I welcome questions like, "What's your best advice for women in business?" I'd like to see the new generations of self-employed females blow through the hurdles that still remain before us and create even more opportunities for the generations to come.

So what's my best advice? That's impossible to say, but here's one for starters.

Know your audience.

And guess what? It's you!

Women account for 73 percent to 85 percent of all consumer decisions (according to Boston Consulting Group, Competitive Edge Magazine, and TrendSight Group founder Marti Barletta),. From the grocery store to the automobile dealership to the tech industry, women drive purchasing.

You need to communicate with that audience in mind. No, you don't want to exclude men, but you also need to be sure your message appeals to women.

When I'm writing anything, whether it's an email or a media pitch, I make a point to read over what I've written from the perspective of my audience. If I'm writing for industry peers, technical language is probably fine. If my audience is the media, concise and direct is best. If it's clients, I want to be sure whatever I write also reflects my appreciation of them.

And then there's the feminine factor.

As a woman, I'm a sucker for honesty and sincerity. I'm turned off by condescension. Unless the writer is somebody I already know and respect, I have little tolerance for preaching, judgment, or demands.

Any message that takes those things into account will work for men, too.

Whether you're writing marketing copy, posting on social media, or working on an article or newsletter, if your goal is to turn your readers into buyers, you need to write with your audience in mind.

That's not so hard - if you're a woman.

About Marsha Friedman

Sub-zero temperatures are making life difficult for people throughout the country. Although you may be concentrated on making sure your fingers and toes don't freeze right now, it is also important to make sure your plumbing doesn't freeze.

A frozen pipe can lead to a pipe burst, which can lead to more than $5,000 in water damage. Despite the current cold temperatures, there are still some last-minute actions you can take to reduce your risks of costly damage.

First, find out the truth about frozen pipes below, and then reduce your risks using frozen pipe resources provided by the Insurance Institute for Business & Home Safety (IBHS).

1. Only A Plumber Can Prevent Frozen Pipes

Not true. There are many things that you can do yourself to prevent your pipes from freezing, including sealing windows and doors, adding extra insulation, or use heat trace tape around various piping. Find more details at http://www.disastersafety.org/freezing_weather/prevent-frozen-pipes/.

2. Your Risks Go Away When Temperatures Begin To Warm

Actually, signs of a pipe burst are often only seen when temperatures begin to warm. When a pipe freezes the frozen water may act as a plug, allowing any problems to go unnoticed. Before checking to see if you have any issues when temperatures increase, shut off the water supply to reduce your water damage risks.

3. All Frozen Pipes Burst

A pipe can freeze and not burst. However, a frozen pipe leads to a pipe burst, which can cause more than $5,000 in water damage. Prevent a pipe from bursting by not letting them freeze. Use guidance available at http://www.disastersafety.org/freezing_weather/prevent-frozen-pipes/.

4. A Propane Torch Can Be Used To Thaw Pipes

Don't even think about it! You may think it will thaw the pipes and prevent significant damage, but you are only increasing your risk of fire damage.

or via direct message on Twitter @jsalking.

Follow IBHS on Twitter at @DisasterSafety and on

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UPLAND, IN (01/23/2013)(readMedia)-- The following local residents were named to the Fall 2012 Dean's list at Taylor University. Full-time students are named to the Dean's List when they have earned a GPA of 3.60 or higher for the term and taken at least 12 hours of classes.

Aaron Johnson, a resident of Moline, IL.

Emily Johnson, a resident of Moline, IL.

Angela Stuedemann, a resident of Dewitt, IA.

Brett Vacek, a resident of East Moline, IL.

Joshua Warren, a resident of Fulton, IL.

Julia Willey, a resident of Davenport, IA.

Callie Willoughby, a resident of Clinton, IA.

About Taylor University: Founded in 1846, Taylor University is an interdenominational liberal arts university of evangelical faith located in Upland, Ind. The 2012 U.S. News and World Report survey America's Best Colleges ranked Taylor the number one Baccalaureate College in the Midwest. It marked Taylor's fifth straight number one ranking.

Taylor University is a member of the Council for Christian Colleges and Universities (CCCU).