marketing & Services Motivation
if it ain't broke, why break it?
3rd October 2018
There’s a place near us that makes sensational doughnuts and every time I visit, the queues of lip smacking customers have stretched way out the door.
Six shop assistants work feverishly to handle the eager customers. In the background two or three expert doughnut makers are going hell-for-leather to keep the seemingly endless variety of fresh, hot doughnuts coming.
Well, that’s how it used to be… until yesterday.
The grandkids (spoilt brats) and I went to buy some doughnuts and the first thing I noticed was there were just a few people waiting at the counter and only a couple of staff serving. No long lines of people busting the doors down to get at the doughnuts!
Then I noticed that the most important element was missing… no bakers in the background flat out making doughnuts. No smell of piping hot fresh doughnuts!
Obviously they weren’t being made in the shop!
Then I saw it! A truck, a big truck, out front of the shop stacked high, wide and handsome with tray after tray after tray of doughnuts... made somewhere else.
Sure they looked the same but they didn’t smell hot and fresh.
Either new owners had taken over or the original owner had thought doing the production elsewhere just might be better.
The customers were marching with their feet… they weren’t coming in. No longer was the magic of them being made on the spot enticing people through the door.
Maybe baking offsite was more economical or efficient but the one thing it no longer had was the unique selling proposition that used to drag people in.
The lure that the doughnuts are made on the spot… hot’n fresh!
Now, they were just doughnuts you could buy anywhere!
The lesson is that, whenever you go to change something, ask yourself is it broke? If you’re changing things because you think it will improve the results you are getting then remember the mantra of “test and measure“.
That means, when you try something new, measure what it does for the business… if it improves things adopt it, if it doesn’t go back to the old way... and find something else to test and measure!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Wake up and smell the paper
It really is amazing what the publishers of newspapers can do now in their fight to stay relevant and profitable in an increasingly digital world. Newsmediaworks, the newspapers’ promotional voice, reported recently that a Wednesday edition of Australian Financial ... Read More...
Duh! It just amazes me
I can’t count the number of times I get emailed “stuff” from friends, colleagues and associates that is wildly improbable, untested information or straight-out garbage which they have accepted as gospel and immediately circulated. Whenever I get something that seems ... Read More...
Do the pub trick!
I regularly get to help people with their speaking skills and, in so doing, have noticed some challenges that many of them have in common. And over an occasional article I’ll talk about some and give you simple solutions that really work. Let’s tackle a major one. And ... Read More...
Start the day well!
There I was at the crack of a dawn on a very sunny day on my walk along the Maroochydore boulevard on the Sunshine Coast (just to drop a name,) when I saw a man wearing a T-shirt with a slogan which read: “Sarcasm is another thing I give for free!” And I wondered why ... Read More...
Another Commercial
This has been around for quite a while and you may have already seen it but it’s definitely worth another look. I think I’ll just repeat what was said about it when it was sent to me. Every night and day we moan about the rubbish being passed off as commercials that ... Read More...
Accountants! Boring?
Yes, I know that some, a mere handful of, accountants have a reputation of being boring and it is not the intention of the writer of this august publication to comment one way or another. However, by way of light relief rarely seen in these pages (and, as it is the... Read More...
Don’t you see some garbage?
I reckon I must have talked about it half a million times so you must have gleaned that the most important part of any advertisement is the headline. At least as much time, if not more, as is spent on writing the rest of the copy should be devoted to getting that... Read More...
There’s a place near us that makes sensational doughnuts and every time I visit, the queues of lip smacking customers have stretched way out the door.
Six shop assistants work feverishly to handle the eager customers. In the background two or three expert doughnut makers are going hell-for-leather to keep the seemingly endless variety of fresh, hot doughnuts coming.
Well, that’s how it used to be… until yesterday.
The grandkids (spoilt brats) and I went to buy some doughnuts and the first thing I noticed was there were just a few people waiting at the counter and only a couple of staff serving. No long lines of people busting the doors down to get at the doughnuts!
Then I noticed that the most important element was missing… no bakers in the background flat out making doughnuts. No smell of piping hot fresh doughnuts!
Obviously they weren’t being made in the shop!
Then I saw it! A truck, a big truck, out front of the shop stacked high, wide and handsome with tray after tray after tray of doughnuts... made somewhere else.
Sure they looked the same but they didn’t smell hot and fresh.
Either new owners had taken over or the original owner had thought doing the production elsewhere just might be better.
The customers were marching with their feet… they weren’t coming in. No longer was the magic of them being made on the spot enticing people through the door.
Maybe baking offsite was more economical or efficient but the one thing it no longer had was the unique selling proposition that used to drag people in.
The lure that the doughnuts are made on the spot… hot’n fresh!
Now, they were just doughnuts you could buy anywhere!
The lesson is that, whenever you go to change something, ask yourself is it broke? If you’re changing things because you think it will improve the results you are getting then remember the mantra of “test and measure“.
That means, when you try something new, measure what it does for the business… if it improves things adopt it, if it doesn’t go back to the old way... and find something else to test and measure!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Wake up and smell the paper
It really is amazing what the publishers of newspapers can do now in their fight to stay relevant and profitable in an increasingly digital world. Newsmediaworks, the newspapers’ promotional voice, reported recently that a Wednesday edition of Australian Financial ... Read More...
Duh! It just amazes me
I can’t count the number of times I get emailed “stuff” from friends, colleagues and associates that is wildly improbable, untested information or straight-out garbage which they have accepted as gospel and immediately circulated. Whenever I get something that seems ... Read More...
Do the pub trick!
I regularly get to help people with their speaking skills and, in so doing, have noticed some challenges that many of them have in common. And over an occasional article I’ll talk about some and give you simple solutions that really work. Let’s tackle a major one. And ... Read More...
Start the day well!
There I was at the crack of a dawn on a very sunny day on my walk along the Maroochydore boulevard on the Sunshine Coast (just to drop a name,) when I saw a man wearing a T-shirt with a slogan which read: “Sarcasm is another thing I give for free!” And I wondered why ... Read More...
Another Commercial
This has been around for quite a while and you may have already seen it but it’s definitely worth another look. I think I’ll just repeat what was said about it when it was sent to me. Every night and day we moan about the rubbish being passed off as commercials that ... Read More...
Accountants! Boring?
Yes, I know that some, a mere handful of, accountants have a reputation of being boring and it is not the intention of the writer of this august publication to comment one way or another. However, by way of light relief rarely seen in these pages (and, as it is the... Read More...
Don’t you see some garbage?
I reckon I must have talked about it half a million times so you must have gleaned that the most important part of any advertisement is the headline. At least as much time, if not more, as is spent on writing the rest of the copy should be devoted to getting that... Read More...
looking good, feeling great!
18th September 2018
This article was prompted by a note from a longstanding friend and client, Donald McDowall, Clinical Director of the renowned ACT Pain and Wellness Centre based in Canberra.
In response to one of my articles Donald wrote as follows:
“I was thinking about dressing for success, an image mostly lost on today’s young people, I think. I will always be grateful for the ASRF seminar of John T Molloy on the Gold Coast in about 1986 to present his work. He dressed immaculately and then offered to critique all the attendees who were prepared to walk up on stage.
He assessed their image, body language and personality and then matched it up a grade with his ideas. I will never forget it.
We all went shopping with him straight after the presentation and bought some great outfits. Much to the excitement of the local menswear shops. Best ASRF class I ever went to. He did his homework to create this evidence based book and updated it in 1988. Here it is on Amazon.
Feedback indicates people still love his work after all these years.”
In our book, "How to Motivate, Manage & Market Yourself" co-authored with McInnes-Smith and Johnson, I said:
There is a saying that beauty is more than skin deep and nothing could be more true when it comes to marketing yourself. If victory, success or achievement came only to good looking people, then how come movie stars don’t run the country? Good looks don’t equate to success any more than good education or great talent will produce success.
It’s the total person that counts. When it comes to how we look, remember:
It isn’t how you look, it’s what you do with what you’ve got!
When you feel good about yourself you produce great results.
So what did these two statements mean? Simply, that we must make sure we do the very best with our physical appearance and then wear a mental attitude to match.
Take the time and trouble to find out the fashions, colours and styles that suit and complement our physical looks. Certainly, my self-image really changed when I took the time to visit a colour consultant. She told me colours to wear that I never dreamt that I could. Now when I wear them I really do feel fantastic. Look good, and feel great. Make a point of finding out the name of someone who can help you dress for success.
I’ve never told anyone this! When I started my speaking career way back when, I too went to an image consultant to find my colours (I’m an autumn) and got a great piece of advice I stuck to until my current age nullified it.
What was it?
Have blonde streaks in my hair.
Why?
Because in cold old Melbourne in winter it looks as though you’ve either been skiing or surfing… both healthy pastimes for the rich and famous!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
The power of three
You may remember that in a recent article I empahsised the power of three in writing your communications. Phrases like “high, wide and handsome” or “strong, swift and silent” seem to carry much more emphasis or are more memorable than using more (or less) descriptive ... Read More...
Don’t frustrate people
Today our guest contributor is my Miracle Worker, Felicity, who talks about a problem recently encountered by her daughter. I’m sure we’ll all identify with it. My daughter got a new mobile phone recently, only to discover there’s an issue with the software ... Read More...
Social media advertising
I know that many of you are geniuses on the subject already so you won’t need to read this. However, for those many people who ask me about the basics, here’s a brief outline of how to start. Start with AdWords and Facebook adverts because they only cost you if people ... Read More...
The art of putting it nicely
Sometimes you need to get an important and necessary message that is difficult to express across to clients, customers or patients. Often it’s a tough task. That’s why I was suitably impressed when one of my clients reported that in the process of clearing out some ... Read More...
Another Commercial
Here’s one that’s looks as though it’s a home movie production but I suspect it’s been made by professionals. However made, it does the job well. You can find out more about the company at what is a very good website. ... Read More...
Gobsmacked, absolutely gobsmacked!
And that’s quite simply because I found a company, Jackson, that actually delivers on their promises. You see, the other night, my wife told me that the power plug that charges our digital devices was not functioning. I googled the company and sent an email off to... Read More...
This article was prompted by a note from a longstanding friend and client, Donald McDowall, Clinical Director of the renowned ACT Pain and Wellness Centre based in Canberra.
In response to one of my articles Donald wrote as follows:
“I was thinking about dressing for success, an image mostly lost on today’s young people, I think. I will always be grateful for the ASRF seminar of John T Molloy on the Gold Coast in about 1986 to present his work. He dressed immaculately and then offered to critique all the attendees who were prepared to walk up on stage.
He assessed their image, body language and personality and then matched it up a grade with his ideas. I will never forget it.
We all went shopping with him straight after the presentation and bought some great outfits. Much to the excitement of the local menswear shops. Best ASRF class I ever went to. He did his homework to create this evidence based book and updated it in 1988. Here it is on Amazon.
Feedback indicates people still love his work after all these years.”
In our book, "How to Motivate, Manage & Market Yourself" co-authored with McInnes-Smith and Johnson, I said:
There is a saying that beauty is more than skin deep and nothing could be more true when it comes to marketing yourself. If victory, success or achievement came only to good looking people, then how come movie stars don’t run the country? Good looks don’t equate to success any more than good education or great talent will produce success.
It’s the total person that counts. When it comes to how we look, remember:
It isn’t how you look, it’s what you do with what you’ve got!
When you feel good about yourself you produce great results.
So what did these two statements mean? Simply, that we must make sure we do the very best with our physical appearance and then wear a mental attitude to match.
Take the time and trouble to find out the fashions, colours and styles that suit and complement our physical looks. Certainly, my self-image really changed when I took the time to visit a colour consultant. She told me colours to wear that I never dreamt that I could. Now when I wear them I really do feel fantastic. Look good, and feel great. Make a point of finding out the name of someone who can help you dress for success.
I’ve never told anyone this! When I started my speaking career way back when, I too went to an image consultant to find my colours (I’m an autumn) and got a great piece of advice I stuck to until my current age nullified it.
What was it?
Have blonde streaks in my hair.
Why?
Because in cold old Melbourne in winter it looks as though you’ve either been skiing or surfing… both healthy pastimes for the rich and famous!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
The power of three
You may remember that in a recent article I empahsised the power of three in writing your communications. Phrases like “high, wide and handsome” or “strong, swift and silent” seem to carry much more emphasis or are more memorable than using more (or less) descriptive ... Read More...
Don’t frustrate people
Today our guest contributor is my Miracle Worker, Felicity, who talks about a problem recently encountered by her daughter. I’m sure we’ll all identify with it. My daughter got a new mobile phone recently, only to discover there’s an issue with the software ... Read More...
Social media advertising
I know that many of you are geniuses on the subject already so you won’t need to read this. However, for those many people who ask me about the basics, here’s a brief outline of how to start. Start with AdWords and Facebook adverts because they only cost you if people ... Read More...
The art of putting it nicely
Sometimes you need to get an important and necessary message that is difficult to express across to clients, customers or patients. Often it’s a tough task. That’s why I was suitably impressed when one of my clients reported that in the process of clearing out some ... Read More...
Another Commercial
Here’s one that’s looks as though it’s a home movie production but I suspect it’s been made by professionals. However made, it does the job well. You can find out more about the company at what is a very good website. ... Read More...
Gobsmacked, absolutely gobsmacked!
And that’s quite simply because I found a company, Jackson, that actually delivers on their promises. You see, the other night, my wife told me that the power plug that charges our digital devices was not functioning. I googled the company and sent an email off to... Read More...
follow up or die
5 September 2018
The other day I was approached by a sales person from a booth in our local shopping centre.
They were demonstrating a product that was of some interest to me and, when they asked me a few questions and I evinced some interest, the salesperson gave me a brochure and suggested that I take it home and read it.
They also took my name and phone number and promised to contact me within a few days to ascertain my reaction.
A few days came and went and nothing happened but finally, after 10 days or so, I had a phone call from them. As I was meeting with a client, it was inconvenient so I asked them to call me back the next day when I would be free.
From that day to this I’ve heard nothing further. Obviously, they believe that if they can’t talk to me on the first call then I don’t want to do business with them.
What a stupid philosophy! My philosophy, however, is quite simple:
You follow prospects up until they buy or die!
Yeah, it’s surprising how few people do follow-up an inquiry call… the typical statistics are revealing. For example, in an article at their website the people at www.calldrip.com say…
Numerous studies have found that it takes at least five ongoing follow-up efforts, after the initial sales contact, before a customer will say yes. FIVE! Nearly 80% (yes, 80!) of all sales are made on the fifth through the twelfth contact!
Pretty sobering statistics aren’t they? After all, if you never follow up you’ll never get the sale; unfortunately it’s pretty much the same if you only follow up once.
I wonder how many prospects are hot to buy but never get followed up. Just make sure they aren’t your prospects!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Lessons from a cafe
We’ve just returned home from lunch with friends at a nearby cafe. When we arrived there was no, “Hello” or “Welcome,” but rather a blunt question of “Do you have a booking?” “Yes,” we said, “We have a booking for four in the name of Phillips.” “No,” was the response, ... Read More...
Small talk
As I slowly sink into senility I’m losing my reluctance to initiate conversations with people I don’t know. I find that I’m doing it with lots and lots of people in all sorts of situations, walking their dog, waiting on tables, serving in a shop, travelling on a ... Read More...
Social mobility
Ah, I can see your face cloud over when I mention this topic because you think you’ve got to get off your backside and do stuff! Like going to awful, boring networking nights! Well, hang on a minute because I really do believe that if you are involved in business ... Read More...
Another Commercial
I understand this one is for bottled water, brand unknown to me at least! Not a word is spoken but it does get the message across I guess providing that’s the name of the product at the end! Pick Winno’s Brain If you’ve got a knotty problem or you’d like Winston to ... Read More...
Timing is everything!
The other day I got a great letter from a company who were holding a seminar about a product in which I was interested. The letter was excellent. There was only one problem… the event was held the day before I received the letter. So naturally there was no way I... Read More...
Click Here to Read All Articles
advertising
20 August 2018
I think I’ve made my point very clear that adverts with very little to say or that are created just to massage an advertiser’s ego really do my head in! Especially full page newspaper ads by big dumb companies (like this one. unable to add this example)
(And this one is typical.) It has appeared in all the metropolitan newspapers frequently and that would have cost a motza. It would have done nothing by way of producing business for the advertiser.
Oh, the powers-that-be in government might see it and be encouraged to believe this wonderful company are doing something to keep electricity prices down for consumers who, incidentally, just happen to be voters. But most astute politicians, with their ear to the electorate ground, would know that’s not the case.
The problem with this advertisement is simple. “Where’s the proof?”
You see, every (power distributor) is saying they are the cheapest and the best whereas in reality they are ripping their customers off… and everyone knows it.
If the advertiser really wanted to convince potential customers of their claim they have a simple course of action open to them. They could use some of the space they are wasting to give believable proof.
Here are just a few examples of what that proof could be:
There are a host of other ways to prove the point and if the advertiser were to adopt one it would make a heck of a difference to their result.
But, at least, you don’t have to be so dumb! When you make a claim about your product or service always remember to prove it.
It will reward you handsomely!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Sprats to catch mackerel
I’ve always believed in offering an incentive if you want to pull prospects through your door, get them to phone you, visit your web site or refer a friend to you. So, as I’ve said in other editions of this newsletter, an incentive must be something that is perceived ... Read More...
What is unique, special and different about you? Part 2
In the first part of this article I said you’ve got to give them meaningful specifics rather than meaningless generalities. You’ve got to spell out what makes your service great or why your location is handy or how your staff are special, and so on. I promised to give ... Read More...
Achieving your goals
Those of you who have known me for quite a while may remember that I have a saying… “You can do anything you want to do if you want to do it enough!” Often, when I speak to young people at a RYLA event, for example, l encourage them to adopt the same belief ... Read More...
Another Commercial
Not a humorous one this time but one of a never ending stream of commercials to save people from themselves and road safety dangers. Produced for the Government of Western Cape Province in South Africa I reckon this one does the job well. For your interest, the ... Read More...
What is unique, special and different about you? Part 3
In my last article I gave you a list of a few thought starters to help you come up with ideas to differentiate your business from the competition. Now, let me give you some examples and show how those thought starters are turned into special reasons by being... Read More...
I think I’ve made my point very clear that adverts with very little to say or that are created just to massage an advertiser’s ego really do my head in! Especially full page newspaper ads by big dumb companies (like this one. unable to add this example)
(And this one is typical.) It has appeared in all the metropolitan newspapers frequently and that would have cost a motza. It would have done nothing by way of producing business for the advertiser.
Oh, the powers-that-be in government might see it and be encouraged to believe this wonderful company are doing something to keep electricity prices down for consumers who, incidentally, just happen to be voters. But most astute politicians, with their ear to the electorate ground, would know that’s not the case.
The problem with this advertisement is simple. “Where’s the proof?”
You see, every (power distributor) is saying they are the cheapest and the best whereas in reality they are ripping their customers off… and everyone knows it.
If the advertiser really wanted to convince potential customers of their claim they have a simple course of action open to them. They could use some of the space they are wasting to give believable proof.
Here are just a few examples of what that proof could be:
- A table comparing their rates against competitor company rates.
- A statement by a credible firm of chartered accountants stating they have investigated the claim and found it to be true.
- A simple Bunnings-like promise of, “Find a cheaper rate than we offer and we will beat it by 10%!”
- Believable testimonials from four or five real and typical customers who swear they have made genuine savings by switching to this advertiser.
There are a host of other ways to prove the point and if the advertiser were to adopt one it would make a heck of a difference to their result.
But, at least, you don’t have to be so dumb! When you make a claim about your product or service always remember to prove it.
It will reward you handsomely!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Sprats to catch mackerel
I’ve always believed in offering an incentive if you want to pull prospects through your door, get them to phone you, visit your web site or refer a friend to you. So, as I’ve said in other editions of this newsletter, an incentive must be something that is perceived ... Read More...
What is unique, special and different about you? Part 2
In the first part of this article I said you’ve got to give them meaningful specifics rather than meaningless generalities. You’ve got to spell out what makes your service great or why your location is handy or how your staff are special, and so on. I promised to give ... Read More...
Achieving your goals
Those of you who have known me for quite a while may remember that I have a saying… “You can do anything you want to do if you want to do it enough!” Often, when I speak to young people at a RYLA event, for example, l encourage them to adopt the same belief ... Read More...
Another Commercial
Not a humorous one this time but one of a never ending stream of commercials to save people from themselves and road safety dangers. Produced for the Government of Western Cape Province in South Africa I reckon this one does the job well. For your interest, the ... Read More...
What is unique, special and different about you? Part 3
In my last article I gave you a list of a few thought starters to help you come up with ideas to differentiate your business from the competition. Now, let me give you some examples and show how those thought starters are turned into special reasons by being... Read More...
ten great rules to live by!
Winston Marsh: "I wrote this quite a few years ago and every so often I like to dig it out and reflect upon it. It’s probably by no means a complete list but it may be of benefit to you as it is for me.
Have you noticed that some people always seem to attract success like a magnet and enjoy great times and great rewards as a result? They aren’t lucky, they just do the preparation, and success happens whenever preparation meets opportunity. "
1. Do whatever you promise to do!
The sheer pace and pressure of today’s world makes it all too easy to be sidetracked from delivering what you promised when you promised it. Resist the temptation and set yourself apart from your peers by your performance.
2. Never let a day go by without laughing.
Someone once said that laughter is mental jogging yet many people go through life without ever getting this vital exercise for the brain. Laughter blows the cobwebs away, reduces stress and heightens creativity. Put some laughter into your life.
3. Your attitude is a boomerang--- give out what you want back!
If you want to harvest great positive feelings then you have to radiate great, positive feelings. One way to do that is to use the word “fantastic” whenever you are asked how you feel… even if you’re not, you soon will be.
4. Don’t dwell on your shortcomings… improve upon them.
After miraculously surviving 2 near-fatal accidents that left him wheel chair bound with incredible disabilities, inspirational speaker, W. Mitchell, overcame frightful burns and paraplegia. He says he didn’t worry about the thousand things he couldn’t do after his ordeals but concentrated on the ten thousand things he could do.
5. Know and build on your strengths.
Do a stock take of all of your attributes and focus on the ones that are your real strengths with the aim of really using them and exploiting them to the fullest. You’ll find that as you capitalise on those strengths you grow even stronger.
6. Set your goals and stick to them.
Aim at nothing and you’ll hit it with amazing accuracy so take time out and set yourself some SMART goals… that’s specific, measurable, attainable, realistic and time bound! The secret of success is the 6 P’s--- proper planning prevents painfully poor performance. Ask yourself where you are now, where do you want to be and how you are going to get there?
7. Remember, you never get a second chance at a first impression.
Although everyone knows that it is wrong to judge a book by its cover, most people do so anyway. Make sure that if the people you meet are going to make a snap judgment about you, that you create your best first impression by looking good and being really interested in them.
8. When you look good, you feel good--- and you do great!
To market yourself effectively you must do the best possible with that amazing package called “you” which determines your self-image. Invest the resources on yourself to make you the best you can be and, when you look good and feel good, you’ll get great results.
9. Listen and show genuine interest in the other person!
Each of us have only one mouth to speak with but two ears and two eyes to take in whatever another person is telling us... both spoken and unspoken. You’ll really be on another person’s wavelength when you operate on the same ratio--- watch and listen for around 80 percent of the time and speak for 20 percent of the time.
10. A firm handshake helps build respect, trust and confidence.
No matter who comes into your life, when you greet them look them in the eye, offer your hand, and say enthusiastically, “Mary it’s really great to meet you” if you know their name or “My name is Jane, what’s yours?” if you don’t. Use a handshake often and watch it work!
There you are, ten simple rules to live by. Use them and reap the rewards!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
What’s happening to newspapers
This is a case of the lion laying down with the lamb. Once upon a time in the fiercely competitive newspaper market place this would have been an anathema to the newspaper barons. It is reported that Newspaper publishers commit to print with a new sharing arrangement ... Read More...
Aim right
I love the chapter headings in Stephen Covey’s book “The Seven Habits of Highly Effective People”. In particular, the one that stands out for me is “Start with the end in mind”. For instance, when you set out on some new venture in your business, it really ... Read More...
Carpe diem
The other day some of my old running mates and I got together for one of our regular reunions. We always choose a different, relatively inexpensive, hotel that serves good meals and gives us a room to wax lyrical about the old days. There we can talk about how strong ... Read More...
A mighty powerful proposition
One of the best weapons you can have in your marketing armoury is a guarantee, a powerful guarantee. A guarantee that almost bowls over any resistance a prospect might have. I’m reminded of how powerful they are when I hear a mattress manufacturer making a fantastic.... Read More...
Another Commercial
With the recent World Cup still in our memories this TVC is topical and does a great job of getting the message across in a humorous way. I suspect that it’s been around for a while and was actually made for the previous World Cup. Watch it here. Turn your business ... Read More...
What is unique, special and different about you? Part 1
This really is a very important weapon in your marketing armoury and it’s to have established at least three (or even better, five) reasons why prospects should do business with you. What is unique, special and different about you that sets you apart from your... Read More...
Have you noticed that some people always seem to attract success like a magnet and enjoy great times and great rewards as a result? They aren’t lucky, they just do the preparation, and success happens whenever preparation meets opportunity. "
1. Do whatever you promise to do!
The sheer pace and pressure of today’s world makes it all too easy to be sidetracked from delivering what you promised when you promised it. Resist the temptation and set yourself apart from your peers by your performance.
2. Never let a day go by without laughing.
Someone once said that laughter is mental jogging yet many people go through life without ever getting this vital exercise for the brain. Laughter blows the cobwebs away, reduces stress and heightens creativity. Put some laughter into your life.
3. Your attitude is a boomerang--- give out what you want back!
If you want to harvest great positive feelings then you have to radiate great, positive feelings. One way to do that is to use the word “fantastic” whenever you are asked how you feel… even if you’re not, you soon will be.
4. Don’t dwell on your shortcomings… improve upon them.
After miraculously surviving 2 near-fatal accidents that left him wheel chair bound with incredible disabilities, inspirational speaker, W. Mitchell, overcame frightful burns and paraplegia. He says he didn’t worry about the thousand things he couldn’t do after his ordeals but concentrated on the ten thousand things he could do.
5. Know and build on your strengths.
Do a stock take of all of your attributes and focus on the ones that are your real strengths with the aim of really using them and exploiting them to the fullest. You’ll find that as you capitalise on those strengths you grow even stronger.
6. Set your goals and stick to them.
Aim at nothing and you’ll hit it with amazing accuracy so take time out and set yourself some SMART goals… that’s specific, measurable, attainable, realistic and time bound! The secret of success is the 6 P’s--- proper planning prevents painfully poor performance. Ask yourself where you are now, where do you want to be and how you are going to get there?
7. Remember, you never get a second chance at a first impression.
Although everyone knows that it is wrong to judge a book by its cover, most people do so anyway. Make sure that if the people you meet are going to make a snap judgment about you, that you create your best first impression by looking good and being really interested in them.
8. When you look good, you feel good--- and you do great!
To market yourself effectively you must do the best possible with that amazing package called “you” which determines your self-image. Invest the resources on yourself to make you the best you can be and, when you look good and feel good, you’ll get great results.
9. Listen and show genuine interest in the other person!
Each of us have only one mouth to speak with but two ears and two eyes to take in whatever another person is telling us... both spoken and unspoken. You’ll really be on another person’s wavelength when you operate on the same ratio--- watch and listen for around 80 percent of the time and speak for 20 percent of the time.
10. A firm handshake helps build respect, trust and confidence.
No matter who comes into your life, when you greet them look them in the eye, offer your hand, and say enthusiastically, “Mary it’s really great to meet you” if you know their name or “My name is Jane, what’s yours?” if you don’t. Use a handshake often and watch it work!
There you are, ten simple rules to live by. Use them and reap the rewards!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
What’s happening to newspapers
This is a case of the lion laying down with the lamb. Once upon a time in the fiercely competitive newspaper market place this would have been an anathema to the newspaper barons. It is reported that Newspaper publishers commit to print with a new sharing arrangement ... Read More...
Aim right
I love the chapter headings in Stephen Covey’s book “The Seven Habits of Highly Effective People”. In particular, the one that stands out for me is “Start with the end in mind”. For instance, when you set out on some new venture in your business, it really ... Read More...
Carpe diem
The other day some of my old running mates and I got together for one of our regular reunions. We always choose a different, relatively inexpensive, hotel that serves good meals and gives us a room to wax lyrical about the old days. There we can talk about how strong ... Read More...
A mighty powerful proposition
One of the best weapons you can have in your marketing armoury is a guarantee, a powerful guarantee. A guarantee that almost bowls over any resistance a prospect might have. I’m reminded of how powerful they are when I hear a mattress manufacturer making a fantastic.... Read More...
Another Commercial
With the recent World Cup still in our memories this TVC is topical and does a great job of getting the message across in a humorous way. I suspect that it’s been around for a while and was actually made for the previous World Cup. Watch it here. Turn your business ... Read More...
What is unique, special and different about you? Part 1
This really is a very important weapon in your marketing armoury and it’s to have established at least three (or even better, five) reasons why prospects should do business with you. What is unique, special and different about you that sets you apart from your... Read More...
a compelling offer
24 July 2018
Now look, when you meet somebody – and you can meet them in many ways – if you’ve done letterbox dropping, you'll meet them via letterbox. They will come to you by the web or into your store or by phone or by email. You'll meet them face-to-face when you go to a networking night. They will come to you because you’ve got a point of sale or a sign that attracts their attention. The list goes on.
However it happens, they're going to meet you. I guess the first decision is when they meet you, do you want them to buy immediately or start the relationship? You see, there's the one-step approach. They see an advert, come in and buy. That’s a one step. Or there's the two-step approach. They see an ad, get further information in some way, start the relationship building, and ultimately buy.
So what's the difference? Well, I suggest that if you want to get them to buy immediately, you're probably going to offer a great price, or a bonus, or a discount coupon, or something that makes them do it now. That happens for lots of sales, lots of retail sales. They will see a great price, they’ll see a good offer, and they’ll come in and buy.
In many other situations, they want to think about it. They want to get to know you, they want a sample, they want to try. So in those situations, you may offer them a free trial. You may offer an appraisal. "We’ll come out and have a look at what you’ve got and give you some ideas." Or perhaps a "first one hour consultation free" offer. You might offer a quotation or some suggestions, or you might offer some information. I love offering a big, fat information pack. You might offer a free report or a white paper.
In a nutshell, have an offer of compelling interest in value. You’ve got a range of options you can use to take them from being a prospect into a sale; either the one-step, where they buy immediately, or the two-step, where they get to know you, get further information, and then buy.
Now, whatever happens, you’ve got to make the offer compelling, as irresistible as possible. Just saying “free information” doesn’t work. You’ve got to spice it up a bit and use words that really do attract. As I’ve often mentioned, “Words that Sell” and www.thesauraus.com are repeatedly used word finders.
Then you’ve got to put those action words in a sentence. You’ve got to make it, as I've said, compelling and of real interest. So use those lovely, simple words, perhaps The 12 Magic Words; words like free, easy, love, and you, to create something like, "The easy way to lose weight." That’s got a bit of interest in it. "The five secrets to slashing your mortgage payments." Slashing is an action word. Or you can give an easy approach, a simple approach, like "Three simple steps to fix a crook back." It’s got appeal, and it's talking in the vernacular. You're talking the language "as she is spoke".
One of the greatest compliments I can get paid is when people read something I've written and say, “You know, it’s like you're talking to me.” Because when we do these sorts of things, it is salesmanship in print. If you use a phrase or a sentence or a group of words that you’d use when you're talking to somebody face-to-face, then there's no reason you can’t use them in your written offers, wherever you're using them.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Do them a favour!
This seems like a very simple and easy idea to implement so I reckon its worth a try. However, according to Wikipedia, the reverse is true too… if you do something nasty to a person they’ll tend to do the same back to you. Personally, I’ve always loved Zig Ziglar’s ... Read More...
Can you be trusted?
In a swirling sea of uncertainty, prospects are looking for a rock of stability when it comes to spending their hard earned money. With our parliament acting like a group of school kids, Royal commissions investigating the behaviour of banks we have always trusted and ... Read More...
Never miss a chance
Grandma and I took our three grandsons to a circus yesterday and, despite the fact there are no longer elephants, lions, tigers, camels, monkeys, and the rest of those long gone circus animals, they (and us!) thoroughly enjoyed it. Under the big top was a great place ... Read More...
Words that add impact
I was out with the dogs the other day trying to get my steps up to the level to receive a gold star when I passed a cafe with a wonderful sign outside. I think you’ll agree “Hot yummy breaky” is pretty inviting. Yes, sure, “hot breaky” is good but I think that extra.... Read More...
Another Commercial
If you watched any of the World Cup matches you probably caught up with that great dive taken by an “injured” footballer. We Aussie Rules supporters thought he was acting up big time for a free. But Ogilvy, the advertising agency in Cape Town, was on the ball and saw ... Read More...
Love the welcome letter
Wikipedia tells me that Better World Books is an online for-profit bookseller of used and new books founded in 2002 by 3 college graduates. It donates books or a percentage of its profit to literacy programs around the world. By 2013, the company has donated an... Read More...
Now look, when you meet somebody – and you can meet them in many ways – if you’ve done letterbox dropping, you'll meet them via letterbox. They will come to you by the web or into your store or by phone or by email. You'll meet them face-to-face when you go to a networking night. They will come to you because you’ve got a point of sale or a sign that attracts their attention. The list goes on.
However it happens, they're going to meet you. I guess the first decision is when they meet you, do you want them to buy immediately or start the relationship? You see, there's the one-step approach. They see an advert, come in and buy. That’s a one step. Or there's the two-step approach. They see an ad, get further information in some way, start the relationship building, and ultimately buy.
So what's the difference? Well, I suggest that if you want to get them to buy immediately, you're probably going to offer a great price, or a bonus, or a discount coupon, or something that makes them do it now. That happens for lots of sales, lots of retail sales. They will see a great price, they’ll see a good offer, and they’ll come in and buy.
In many other situations, they want to think about it. They want to get to know you, they want a sample, they want to try. So in those situations, you may offer them a free trial. You may offer an appraisal. "We’ll come out and have a look at what you’ve got and give you some ideas." Or perhaps a "first one hour consultation free" offer. You might offer a quotation or some suggestions, or you might offer some information. I love offering a big, fat information pack. You might offer a free report or a white paper.
In a nutshell, have an offer of compelling interest in value. You’ve got a range of options you can use to take them from being a prospect into a sale; either the one-step, where they buy immediately, or the two-step, where they get to know you, get further information, and then buy.
Now, whatever happens, you’ve got to make the offer compelling, as irresistible as possible. Just saying “free information” doesn’t work. You’ve got to spice it up a bit and use words that really do attract. As I’ve often mentioned, “Words that Sell” and www.thesauraus.com are repeatedly used word finders.
Then you’ve got to put those action words in a sentence. You’ve got to make it, as I've said, compelling and of real interest. So use those lovely, simple words, perhaps The 12 Magic Words; words like free, easy, love, and you, to create something like, "The easy way to lose weight." That’s got a bit of interest in it. "The five secrets to slashing your mortgage payments." Slashing is an action word. Or you can give an easy approach, a simple approach, like "Three simple steps to fix a crook back." It’s got appeal, and it's talking in the vernacular. You're talking the language "as she is spoke".
One of the greatest compliments I can get paid is when people read something I've written and say, “You know, it’s like you're talking to me.” Because when we do these sorts of things, it is salesmanship in print. If you use a phrase or a sentence or a group of words that you’d use when you're talking to somebody face-to-face, then there's no reason you can’t use them in your written offers, wherever you're using them.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Do them a favour!
This seems like a very simple and easy idea to implement so I reckon its worth a try. However, according to Wikipedia, the reverse is true too… if you do something nasty to a person they’ll tend to do the same back to you. Personally, I’ve always loved Zig Ziglar’s ... Read More...
Can you be trusted?
In a swirling sea of uncertainty, prospects are looking for a rock of stability when it comes to spending their hard earned money. With our parliament acting like a group of school kids, Royal commissions investigating the behaviour of banks we have always trusted and ... Read More...
Never miss a chance
Grandma and I took our three grandsons to a circus yesterday and, despite the fact there are no longer elephants, lions, tigers, camels, monkeys, and the rest of those long gone circus animals, they (and us!) thoroughly enjoyed it. Under the big top was a great place ... Read More...
Words that add impact
I was out with the dogs the other day trying to get my steps up to the level to receive a gold star when I passed a cafe with a wonderful sign outside. I think you’ll agree “Hot yummy breaky” is pretty inviting. Yes, sure, “hot breaky” is good but I think that extra.... Read More...
Another Commercial
If you watched any of the World Cup matches you probably caught up with that great dive taken by an “injured” footballer. We Aussie Rules supporters thought he was acting up big time for a free. But Ogilvy, the advertising agency in Cape Town, was on the ball and saw ... Read More...
Love the welcome letter
Wikipedia tells me that Better World Books is an online for-profit bookseller of used and new books founded in 2002 by 3 college graduates. It donates books or a percentage of its profit to literacy programs around the world. By 2013, the company has donated an... Read More...
why would people trust your business?
10 July 2018
Back in February this year the Roy Morgan Research people released the results of a survey about which brands Australians trust and distrust.
It contains interesting findings and investing a little of your time to read the whole release and think about the relevance to your business would be particularly worthwhile. You’ll find it here.
The report also lists what drives people to trust a company (or your business) as this table reveals.
As they say in the report “So, why do Australians trust OR distrust the nation’s favourite brands? The top driver of trust is Customer Service. But the highest aggregated drivers of trust coalesce around Honesty, Ethical Behaviour, and Integrity.
PRINCIPAL DRIVERS OF TRUST RANK FEB 2018
Good Customer Service 1
Honest 2
Ethical behaviour/ Integrity 3
Previous good experience with this company 4
Reliable 5
Transparent 6
Has a social conscience / Good corporate citizen 7
Good quality products 8
Long history 9
Customer focussed 10
And distrust? According to the data, the main drivers of distrust coalesce around the belief that brands are greedy, put their profits before customers, and are unethical or corrupt
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Knowing your target market
A new ‘millennial’ airline that serves craft beer, signature cocktails, and organic coffee — and has flights from $78..... Read More...
9 Easy Ways to Increase Your Impact
Remember the old saying “first impressions count”? Well that’s especially true when you speak or sell. Adelaide’s leading speaking coach David Griggs mentions 9 important elements to practise that will improve presentation effectiveness and win more sales. Having good ... Read More...
What the heck?
The other Sunday afternoon the missus and I were heading to our local Bunnings (that wonderful place where you go to buy one item for 10 bucks and end up with a trolley load of stuff that costs you about 110 bucks but is such a bargain you can’t resist it*). As we ... Read More...
It’s gotta be inviting
The shopping centre near me is nothing to write home about and frankly there’s only a couple of stores at which we would shop… plus a place that makes good coffee. However, it’s interesting to notice the difference that revitalising a business by making it spick and.... Read More...
Another Commercial
This time it’s one of a somewhat different ilk in that it’s not promoting a product but rather a person running for political office. Her name is M J Hegar and she’s a Democrat running against the incumbent Republican in Texas, in a solidly Republican voting District ... Read More...
The psychology of the World Cup
To the disappointment of their fans, since they won the world Cup way back in 1966, England’s World Cup performance has been dismal. Now English fans are daring to hope as the team is far more impressive and moves in to a quarter final to be played midnight Saturday... Read More...
Time for a digital detox?
I know that you’re not one who can’t spare a moment away from your phone or digital devices but, just in case you have a family member or colleague who suffers the symptoms, here’s an excellent article. It’s written by a great friend of mine and expert in his... Read More...
Click Here to Read All Articles
Back in February this year the Roy Morgan Research people released the results of a survey about which brands Australians trust and distrust.
It contains interesting findings and investing a little of your time to read the whole release and think about the relevance to your business would be particularly worthwhile. You’ll find it here.
The report also lists what drives people to trust a company (or your business) as this table reveals.
As they say in the report “So, why do Australians trust OR distrust the nation’s favourite brands? The top driver of trust is Customer Service. But the highest aggregated drivers of trust coalesce around Honesty, Ethical Behaviour, and Integrity.
PRINCIPAL DRIVERS OF TRUST RANK FEB 2018
Good Customer Service 1
Honest 2
Ethical behaviour/ Integrity 3
Previous good experience with this company 4
Reliable 5
Transparent 6
Has a social conscience / Good corporate citizen 7
Good quality products 8
Long history 9
Customer focussed 10
And distrust? According to the data, the main drivers of distrust coalesce around the belief that brands are greedy, put their profits before customers, and are unethical or corrupt
- Greed / self-interest / putting profits before customers
- Dishonest and deceitful / false & misleading advertising / make false product claims
- Unethical / lacking integrity.”
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Knowing your target market
A new ‘millennial’ airline that serves craft beer, signature cocktails, and organic coffee — and has flights from $78..... Read More...
9 Easy Ways to Increase Your Impact
Remember the old saying “first impressions count”? Well that’s especially true when you speak or sell. Adelaide’s leading speaking coach David Griggs mentions 9 important elements to practise that will improve presentation effectiveness and win more sales. Having good ... Read More...
What the heck?
The other Sunday afternoon the missus and I were heading to our local Bunnings (that wonderful place where you go to buy one item for 10 bucks and end up with a trolley load of stuff that costs you about 110 bucks but is such a bargain you can’t resist it*). As we ... Read More...
It’s gotta be inviting
The shopping centre near me is nothing to write home about and frankly there’s only a couple of stores at which we would shop… plus a place that makes good coffee. However, it’s interesting to notice the difference that revitalising a business by making it spick and.... Read More...
Another Commercial
This time it’s one of a somewhat different ilk in that it’s not promoting a product but rather a person running for political office. Her name is M J Hegar and she’s a Democrat running against the incumbent Republican in Texas, in a solidly Republican voting District ... Read More...
The psychology of the World Cup
To the disappointment of their fans, since they won the world Cup way back in 1966, England’s World Cup performance has been dismal. Now English fans are daring to hope as the team is far more impressive and moves in to a quarter final to be played midnight Saturday... Read More...
Time for a digital detox?
I know that you’re not one who can’t spare a moment away from your phone or digital devices but, just in case you have a family member or colleague who suffers the symptoms, here’s an excellent article. It’s written by a great friend of mine and expert in his... Read More...
Click Here to Read All Articles
your relationship inventory
I dug this out of my files recently and reckon I must have written it about 5 years ago. At least, I reckon I wrote it… if I have stolen part or all of it please let me know and I’ll apologise and give credit where it is due.
However, whatever way the information was gathered I reckon it’s a worthwhile check list to get better at your customer service techniques as well as your relationship strategies.
So, carefully go through the list and tick those that you do well… resolve to do them more often. Then, for the ones you haven’t ticked, really make a conscious effort to develop your skills to get better at them.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
How do you photograph?
A speaking colleague in the States, Mitch Goozé, recently recommended an article in The New York Times on “How to Pose for a Photograph”. It was of real value to me coz I don’t photograph well. It may be of interest to you too, so read it here. Afraid of..... Read More...
Consider the obvious
William Francis “Willie” Sutton, Jr. was an an American bank robber and during his forty-year robbery career he stole an estimated $2 million. For his talent at executing robberies in disguises, he gained two nicknames, “Willie the Actor” and ... Read More...
Billboards that work!
In a couple of recent articles I’ve been promoting the idea of using A-frames (small signs) and billboards (large signs). That’s why I was delighted to see a recent article by legendary marketer, Denny Hatch, relating the story of what a billboard can achieve. Apart ... Read More...
What do you really do?
When people ask you what you do there’s absolutely no point in giving them a dull and mundane, boring answer. What you’ve got to be able to do is summarise what you do in a dramatic and compelling sentence that takes no more than a few seconds to say so people say,.... Read More...
Another Commercial
Here’s one for a butcher who has a lot of outlets across the metropolitan area. So it’d be worth paying for a commercial like this one which is corny enough to get attention, would get to a lot of eyeballs and wouldn’t have cost much to make ... Read More...
Get outside more
It’s Monday, the start of another work week, and I reckon before you get too far into the week you should give some thought to getting out more. And I don’t just mean in your spare time but in your working hours too. This thought was prompted by the commercial... Read More...
However, whatever way the information was gathered I reckon it’s a worthwhile check list to get better at your customer service techniques as well as your relationship strategies.
So, carefully go through the list and tick those that you do well… resolve to do them more often. Then, for the ones you haven’t ticked, really make a conscious effort to develop your skills to get better at them.
- I believe that everyone is a potential client.
- I strike up conversations with strangers and share my business frequently with them.
- My personal marketing plan includes attending regular networking events.
- I remember personal details about people and share them at an appropriate moment to let them know I care about them.
- I talk in an interesting way about interesting things.
- I introduce myself in a way that makes people ask me “how?” or “tell me more”
- My clients have become a great source of referrals.
- I follow-up with prospects within 24 hours.
- I am regularly in touch with my clients, centres of influence and prospects (at least 6 times a year). “How’s things?” call, blog, email, newsletter, snail mail, and a referral request occasionally
- I have a referral system in place.
- When I’m out and about, I look and act professional.
- What I do, and the way I do it, makes people say “Wow!”
- I’m fun to be around. People enjoy talking to me.
- My community can count on me to be there. I often participate in community programs and frequently volunteer.
- I feel confident in myself.
- I remember to acknowledge people’s strengths.
- I enjoy speaking in front of groups.
- I sell my services to a person, not another client or a corporation.
- People are extraordinary. I look for the good in all people.
- My business is oriented to giving. I often provide free consultations, tips, gifts and information.
- People contribute to me on a regular basis.
- I see myself as a resource for others. My networking and relationship building skills have produced many clients over the last six months.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
How do you photograph?
A speaking colleague in the States, Mitch Goozé, recently recommended an article in The New York Times on “How to Pose for a Photograph”. It was of real value to me coz I don’t photograph well. It may be of interest to you too, so read it here. Afraid of..... Read More...
Consider the obvious
William Francis “Willie” Sutton, Jr. was an an American bank robber and during his forty-year robbery career he stole an estimated $2 million. For his talent at executing robberies in disguises, he gained two nicknames, “Willie the Actor” and ... Read More...
Billboards that work!
In a couple of recent articles I’ve been promoting the idea of using A-frames (small signs) and billboards (large signs). That’s why I was delighted to see a recent article by legendary marketer, Denny Hatch, relating the story of what a billboard can achieve. Apart ... Read More...
What do you really do?
When people ask you what you do there’s absolutely no point in giving them a dull and mundane, boring answer. What you’ve got to be able to do is summarise what you do in a dramatic and compelling sentence that takes no more than a few seconds to say so people say,.... Read More...
Another Commercial
Here’s one for a butcher who has a lot of outlets across the metropolitan area. So it’d be worth paying for a commercial like this one which is corny enough to get attention, would get to a lot of eyeballs and wouldn’t have cost much to make ... Read More...
Get outside more
It’s Monday, the start of another work week, and I reckon before you get too far into the week you should give some thought to getting out more. And I don’t just mean in your spare time but in your working hours too. This thought was prompted by the commercial... Read More...
them versus us
I’ve often said that one of the best ways you can prove your products and services are better than those of your competitors is to do a comparison advertisement.
This is where you list the various features and benefits of your offering and compare them with those of your competitors.
Naturally, you out-rate your competitors making it easily obvious that your offering is far superior.
Often, the easiest way to do this is to have columns for you and each of your competitors and rows for each feature or benefit. A tick means yes, a cross means no. Naturally, your offering gets a lot more ticks than the competitors who get lots more crosses.
It’s a very simple way to demonstrate your superiority and, because it's graphical, it’s easy for anybody to understand. (And, as I have said before, you’ll never go broke underestimating the intelligence of your marketplace.)
Three things to remember:
So how do you stack up against your competitors? Maybe, as the Lord High Executioner says, “You should have a little list!”
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Keep it topical
In your advertising It’s a great idea to capitalise on what’s happening around you! With the banking Royal Commission making headlines this humorous approach was fairly much on the ball (although I reckon quite a few bankers would live in the area and I dunno whether..... Read More...
Presenting information
Retail Expert, Jurek Leon, gave some great tips about effectively presenting information in an article in a recent newsletter. (Subscribe to his newsletter here it’s great reading.) Here’s what Jurek said: Which would you find more frightening: undergoing a ... Read More...
Your target market
Ever since I’ve been in business I’ve asked business people I meet, “Who is your ideal prospect?” Almost without hesitation, they reply, “Anybody!“ When they see the scowl cross my face, they amend their answer to, “Anybody with money!“ And of course that answer is ... Read More...
That vital factor
I ordered some business cards the other day and was very impressed when they arrived. After all, printing is a very competitive business nowadays because every person and their dog reckons they can design and print stationery on their computer using the latest in.... Read More...
Another Commercial
Whilst the memory of Harry & Meghan’s wedding is fresh in our minds you may want to remember a clip made specially for an earlier Royal Wedding where an advertiser got great bang for the big bucks they spent. Made specially for YouTube and other video sites,..... Read More...
Trust in Facebook
NewsMediaWorks would naturally be delighted by the news that a preview of new data from NewsMediaWorks’ ADTrust 2018 study shows that a majority of Australians trust Facebook significantly less than they did six months ago. They report that the research shows 2 out of... Read More...
This is where you list the various features and benefits of your offering and compare them with those of your competitors.
Naturally, you out-rate your competitors making it easily obvious that your offering is far superior.
Often, the easiest way to do this is to have columns for you and each of your competitors and rows for each feature or benefit. A tick means yes, a cross means no. Naturally, your offering gets a lot more ticks than the competitors who get lots more crosses.
It’s a very simple way to demonstrate your superiority and, because it's graphical, it’s easy for anybody to understand. (And, as I have said before, you’ll never go broke underestimating the intelligence of your marketplace.)
Three things to remember:
- Always be scrupulously honest so you can’t be attacked for misleading anyone.
- Always compare like with like.
- You don’t have to compare areas where you don’t win! But, one or two crosses against your name gives credibility.
So how do you stack up against your competitors? Maybe, as the Lord High Executioner says, “You should have a little list!”
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Keep it topical
In your advertising It’s a great idea to capitalise on what’s happening around you! With the banking Royal Commission making headlines this humorous approach was fairly much on the ball (although I reckon quite a few bankers would live in the area and I dunno whether..... Read More...
Presenting information
Retail Expert, Jurek Leon, gave some great tips about effectively presenting information in an article in a recent newsletter. (Subscribe to his newsletter here it’s great reading.) Here’s what Jurek said: Which would you find more frightening: undergoing a ... Read More...
Your target market
Ever since I’ve been in business I’ve asked business people I meet, “Who is your ideal prospect?” Almost without hesitation, they reply, “Anybody!“ When they see the scowl cross my face, they amend their answer to, “Anybody with money!“ And of course that answer is ... Read More...
That vital factor
I ordered some business cards the other day and was very impressed when they arrived. After all, printing is a very competitive business nowadays because every person and their dog reckons they can design and print stationery on their computer using the latest in.... Read More...
Another Commercial
Whilst the memory of Harry & Meghan’s wedding is fresh in our minds you may want to remember a clip made specially for an earlier Royal Wedding where an advertiser got great bang for the big bucks they spent. Made specially for YouTube and other video sites,..... Read More...
Trust in Facebook
NewsMediaWorks would naturally be delighted by the news that a preview of new data from NewsMediaWorks’ ADTrust 2018 study shows that a majority of Australians trust Facebook significantly less than they did six months ago. They report that the research shows 2 out of... Read More...
Sales professionalism
29 May 2018
The other day my wife and I decided we would install solar power in our home to offset the rising cost of mains power.
We made arrangements with two companies to see their sales people.
A telephone appointment was the only option offered by salesperson A whereas a face-to-face appointment was preferred by salesperson B.
Salesperson A duly rang, an hour later than scheduled, and took us rapidly through his sales track, gathering information by asking a few questions as he went. He then told us what he recommended, which I took it down on a piece of paper as best I could. When he asked me to, I did agree albeit without enthusiasm, to call him the next day.
Salesperson B arrived on time and spent time getting to know us and establishing rapport. He then took us gently through his presentation asking some questions to make sure he knew us and to find out what we thought we needed. He gave us an outline of his proposal, wrote it all down for us and promised that he would send a formal quote through the next day which he duly did.
I heard nothing from salesperson A for a week and, when he finally rang and I told him that I decided to go with the other company, he was most indignant.
I said that I preferred the professionalism of the other company who had sent me a written quote and rung me to answer any further questions.
“Oh, but you were going to ring me” he said. I reminded him that I was the prospect and that, as he was the salesperson, it was in his interests to follow me up.
Not only was salesperson B a little less pushy but he came in at a lesser price because he didn’t recommend a Rolls Royce solution when Holden was what we wanted. We had the gut feeling that that’s what salesperson A had done.
Salesperson B also made sure we had no questions or reservations and offered us more time to think it over.
“No," we said, "we trust you! We are happy to go ahead”.
Although salesman A seemed very professional initially and had a great sales track in the end we reckon he was too glib… we were just another prospect! And he didn’t give attention to the little things that mean so much such as a formal quote, follow up and treating us like real people, building rapport and credibility.
And salesman A had the advantage of a face-to-face discussion with us which I believe really counted when it came to making a decision. We liked respected and trusted him… the basis of any great sale.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Seattle Gas Station Sign
I enjoyed this so much I’m posting it just as I received it. Enjoy! Back in 2005, the local Chevron gas station in Seattle’s Wallingford neighborhood converted their auto repair shop into a convenience store. Their outdoor sign — once used for service promotions and..... Read More...
A networking story
My great mate The Hospitality Doctor and Melbourne Cup Expert, Max Hitchins, sent me this little gem and it’d be funny if it weren’t so sad. But then, without wishing to exaggerate, there are millions of people who don’t understand how to network. You see them ... Read More...
Billboards are Great
In several recent articles I’ve talked about signs that work and they’ve mainly been about comparatively small signs like A-frames and so on. But I also love billboards, the bigger the better, which is why I loved a recent article in the Target Marketing e-newsletter ... Read More...
A timely reminder
I was chuffed to receive this message on Facebook the other day: ‘Winston, Paul here from Solatube back in 1993 now Hometech. You spoke to our group in 1993 AND 1994 …. you introduced me to the E Myth and I have used those principles ever since … so much.... Read More...
Another Commercial
In a change from the slightly risqué commercials of previous editions here’s a light-hearted approach from Fiat that you’ll enjoy if you hang in there! Not sure that it sells me the car but light and fluffy to watch. Pick Winno’s Brain If you’ve got a knotty problem..... Read More...
Bribes work
In an article some time ago I suggested that you must give real incentive to your potential audience to come to your seminar when they know they will have to struggle against the traffic, find a park, walk into a cold hall where they don’t know anybody and sit through... Read More...
The other day my wife and I decided we would install solar power in our home to offset the rising cost of mains power.
We made arrangements with two companies to see their sales people.
A telephone appointment was the only option offered by salesperson A whereas a face-to-face appointment was preferred by salesperson B.
Salesperson A duly rang, an hour later than scheduled, and took us rapidly through his sales track, gathering information by asking a few questions as he went. He then told us what he recommended, which I took it down on a piece of paper as best I could. When he asked me to, I did agree albeit without enthusiasm, to call him the next day.
Salesperson B arrived on time and spent time getting to know us and establishing rapport. He then took us gently through his presentation asking some questions to make sure he knew us and to find out what we thought we needed. He gave us an outline of his proposal, wrote it all down for us and promised that he would send a formal quote through the next day which he duly did.
I heard nothing from salesperson A for a week and, when he finally rang and I told him that I decided to go with the other company, he was most indignant.
I said that I preferred the professionalism of the other company who had sent me a written quote and rung me to answer any further questions.
“Oh, but you were going to ring me” he said. I reminded him that I was the prospect and that, as he was the salesperson, it was in his interests to follow me up.
Not only was salesperson B a little less pushy but he came in at a lesser price because he didn’t recommend a Rolls Royce solution when Holden was what we wanted. We had the gut feeling that that’s what salesperson A had done.
Salesperson B also made sure we had no questions or reservations and offered us more time to think it over.
“No," we said, "we trust you! We are happy to go ahead”.
Although salesman A seemed very professional initially and had a great sales track in the end we reckon he was too glib… we were just another prospect! And he didn’t give attention to the little things that mean so much such as a formal quote, follow up and treating us like real people, building rapport and credibility.
And salesman A had the advantage of a face-to-face discussion with us which I believe really counted when it came to making a decision. We liked respected and trusted him… the basis of any great sale.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Seattle Gas Station Sign
I enjoyed this so much I’m posting it just as I received it. Enjoy! Back in 2005, the local Chevron gas station in Seattle’s Wallingford neighborhood converted their auto repair shop into a convenience store. Their outdoor sign — once used for service promotions and..... Read More...
A networking story
My great mate The Hospitality Doctor and Melbourne Cup Expert, Max Hitchins, sent me this little gem and it’d be funny if it weren’t so sad. But then, without wishing to exaggerate, there are millions of people who don’t understand how to network. You see them ... Read More...
Billboards are Great
In several recent articles I’ve talked about signs that work and they’ve mainly been about comparatively small signs like A-frames and so on. But I also love billboards, the bigger the better, which is why I loved a recent article in the Target Marketing e-newsletter ... Read More...
A timely reminder
I was chuffed to receive this message on Facebook the other day: ‘Winston, Paul here from Solatube back in 1993 now Hometech. You spoke to our group in 1993 AND 1994 …. you introduced me to the E Myth and I have used those principles ever since … so much.... Read More...
Another Commercial
In a change from the slightly risqué commercials of previous editions here’s a light-hearted approach from Fiat that you’ll enjoy if you hang in there! Not sure that it sells me the car but light and fluffy to watch. Pick Winno’s Brain If you’ve got a knotty problem..... Read More...
Bribes work
In an article some time ago I suggested that you must give real incentive to your potential audience to come to your seminar when they know they will have to struggle against the traffic, find a park, walk into a cold hall where they don’t know anybody and sit through... Read More...
tell them you're good
15 May 2018
Ever heard someone say they’d like to drive the car of their dreams but don’t because their clients may think, “they charge too much!”
What a load of rubbish. If you can afford it and want to drive a snappy sports car or a beautiful, European luxury vehicle, go ahead and do it. Remember you’re not here for a long time; you’re here for a good time.
But won’t that expensive, sexy car get up the noses of your clients?
No, no way… if you understand how your clients think.
What do people want when they buy your products or services? Do they want cheap and nasty? Well unless you cater for the “cheap and nasty” market the answer is obvious. They are looking for the best they can get for their money.
So how do your clients know they are getting the best? Well you’ve got to learn the lesson of the duck--- if it looks like a duck, walks like a duck and quacks like a duck, chances are it is a duck.
If you want you and your business to be the best you’ve got to do what the best would do. That means you’ve got to look like the best, talk like the best and just plain act like the best. Now, do the best in the business wear hand me-down clothes, look like they’ve been through the wringer or drive a beat up old car?
Of course they don’t. They look like the best because they know perception is reality.
Let’s take an example. You collapse with crippling chest pain in the middle of a busy street and, in response to the cries for a doctor, two cars race up, screech to a halt and a doctor jumps out of each. One car is a shiny back late model BMW; the other is a twenty-year-old rust bucket.
Which doctor would you want to treat you? The answer is a no brainer--- you’d want the doctor who looks successful--- and she got out of the shiny black Beemer didn’t she? Now the other doctor may be just as good at doctoring but would you want to take the chance?
And it’s the same with your clients. They like to deal with successful people.
This problem of being afraid to show and tell people that you are good probably dates way back to when your dear old sainted mother was telling you the facts of life at her knee.
Remember, you came home from school one day and proudly announced that you’d topped the class in Maths. “That’s nice,” mother said “but don’t boast.” Another day you burst through the door to tell her you had beaten everyone at swimming. Once again mother congratulated you but added a warning, “Don’t go showing off!”
So, by the time you were twelve or fourteen, you had acquired tonnes of humility that makes it difficult for you to tell people you are good. But if you can’t tell people you’re good who else is going to do it for you? No one!
At the risk of causing your Mum untold grief, you’ve got to start saying, and showing, other people that you are both good at what you do and highly successful too. You must become the best marketer of the most important person in the world… you. It means that, if you’ve made it and your heart is set on driving that fast, sassy and expensive car, then go ahead and do it.
Just one cautionary note. Make sure you are good at what you do before you start telling the world because, if you’re not, you’ll get shot down in flames quick smart.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Is your landing page too long or too short?
I’ve long admired the work of U.S. Direct Response Copywriter, Ivan Levison, and enjoyed his newsletter. The latest edition has some great advice about website landing pages and is worth your attention. See it here!..... Read More...
What’s happened to the froth?
I had a coffee this morning and it was hugely disappointing because I drink it for two reasons. The first and probably most important one is that it’s social. You generally don’t have coffee by yourself but enjoy it in somebody else’s company. The second reason is ... Read More...
Keep them in hot water!
So, what do you know about hot water systems? Very little I guess. What you should know is that when they go bust, they go bust. What I mean is quite simply that, when the hot water heater thingo goes, it goes. It means one minute you’re under a lovely hot shower and ... Read More...
Drive through grandpa!
Hey, doesn’t that sound good? You don’t think so? Okay, it’s probably because you don’t understand why. So, let me explain. My daughter and her family are up in Cairns which is a long way from where my wife and I live. So, we only get rare opportunities to head north.... Read More...
Another Commercial
They get more and more risqué don’t they? Here’s a British commercial that probably wouldn’t get a run on Aussie commercial TV. Apart from the shock element, I’m not sure that it would do much, not even sell much product in any..... Read More...
Not just on Mother’s Day
Those greater advertisers in marketing land have done a pretty good job at convincing us that, once a year, we should remember our mothers on Mother’s Day. And yesterday was the big day when everyone celebrated their mother. Well, I’m sorry it’s just not like that for... Read More...
Ever heard someone say they’d like to drive the car of their dreams but don’t because their clients may think, “they charge too much!”
What a load of rubbish. If you can afford it and want to drive a snappy sports car or a beautiful, European luxury vehicle, go ahead and do it. Remember you’re not here for a long time; you’re here for a good time.
But won’t that expensive, sexy car get up the noses of your clients?
No, no way… if you understand how your clients think.
What do people want when they buy your products or services? Do they want cheap and nasty? Well unless you cater for the “cheap and nasty” market the answer is obvious. They are looking for the best they can get for their money.
So how do your clients know they are getting the best? Well you’ve got to learn the lesson of the duck--- if it looks like a duck, walks like a duck and quacks like a duck, chances are it is a duck.
If you want you and your business to be the best you’ve got to do what the best would do. That means you’ve got to look like the best, talk like the best and just plain act like the best. Now, do the best in the business wear hand me-down clothes, look like they’ve been through the wringer or drive a beat up old car?
Of course they don’t. They look like the best because they know perception is reality.
Let’s take an example. You collapse with crippling chest pain in the middle of a busy street and, in response to the cries for a doctor, two cars race up, screech to a halt and a doctor jumps out of each. One car is a shiny back late model BMW; the other is a twenty-year-old rust bucket.
Which doctor would you want to treat you? The answer is a no brainer--- you’d want the doctor who looks successful--- and she got out of the shiny black Beemer didn’t she? Now the other doctor may be just as good at doctoring but would you want to take the chance?
And it’s the same with your clients. They like to deal with successful people.
This problem of being afraid to show and tell people that you are good probably dates way back to when your dear old sainted mother was telling you the facts of life at her knee.
Remember, you came home from school one day and proudly announced that you’d topped the class in Maths. “That’s nice,” mother said “but don’t boast.” Another day you burst through the door to tell her you had beaten everyone at swimming. Once again mother congratulated you but added a warning, “Don’t go showing off!”
So, by the time you were twelve or fourteen, you had acquired tonnes of humility that makes it difficult for you to tell people you are good. But if you can’t tell people you’re good who else is going to do it for you? No one!
At the risk of causing your Mum untold grief, you’ve got to start saying, and showing, other people that you are both good at what you do and highly successful too. You must become the best marketer of the most important person in the world… you. It means that, if you’ve made it and your heart is set on driving that fast, sassy and expensive car, then go ahead and do it.
Just one cautionary note. Make sure you are good at what you do before you start telling the world because, if you’re not, you’ll get shot down in flames quick smart.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Is your landing page too long or too short?
I’ve long admired the work of U.S. Direct Response Copywriter, Ivan Levison, and enjoyed his newsletter. The latest edition has some great advice about website landing pages and is worth your attention. See it here!..... Read More...
What’s happened to the froth?
I had a coffee this morning and it was hugely disappointing because I drink it for two reasons. The first and probably most important one is that it’s social. You generally don’t have coffee by yourself but enjoy it in somebody else’s company. The second reason is ... Read More...
Keep them in hot water!
So, what do you know about hot water systems? Very little I guess. What you should know is that when they go bust, they go bust. What I mean is quite simply that, when the hot water heater thingo goes, it goes. It means one minute you’re under a lovely hot shower and ... Read More...
Drive through grandpa!
Hey, doesn’t that sound good? You don’t think so? Okay, it’s probably because you don’t understand why. So, let me explain. My daughter and her family are up in Cairns which is a long way from where my wife and I live. So, we only get rare opportunities to head north.... Read More...
Another Commercial
They get more and more risqué don’t they? Here’s a British commercial that probably wouldn’t get a run on Aussie commercial TV. Apart from the shock element, I’m not sure that it would do much, not even sell much product in any..... Read More...
Not just on Mother’s Day
Those greater advertisers in marketing land have done a pretty good job at convincing us that, once a year, we should remember our mothers on Mother’s Day. And yesterday was the big day when everyone celebrated their mother. Well, I’m sorry it’s just not like that for... Read More...
The power of the guarantee
1 May 2018
"I was reminded of how powerful giving a guarantee can be for any business when I heard a radio commercial for a mattress maker the other day
I was gobsmacked when I heard that a buyer of a new mattress was protected by a 100-day guarantee. That meant the buyer could take the mattress home, sleep on it for up to 100 days and return the mattress at any time during that period for a full refund, no questions asked.
Sounds like a pretty brave offer doesn’t it?
And, yes it is!
However, the mattress manufacturer has confidence in their product and knows that, once the buyer gets used to sleeping on the new mattress, which will take a little while, finding anything to complain about will be very difficult.
In a nutshell, the buyer will become accustomed to the new mattress and giving it back would not be something they could do easily.
But the hundred day guarantee would certainly impress a potential buyer. They will believe that, if the manufacturer is that confident of their product, it must be very well made.
It’s the same as my own thought processes when I bought a new car a little while ago.
I don’t know much about cars nor am I a petrol head. I needed a few of my mates who know a bit about cars to narrow down my choices for me and tell me what they reckoned were good cars.
And, guess what?
Then I chose the car that came with the longest warranty. I reckon if the manufacturer could give that sort of warranty they must be pretty confident in the vehicle.
It wasn’t the bells, whistles, performance or anything else that convinced me. It was a guarantee.
It’s like the plumber who built a great business by promising to turn up on time or do the job for free if he was late. He was giving a guarantee against the biggest frustration people have with tradespeople and yet it was he who set the time at which he would turn up. Worked like a charm because it gave the customer certainty and they were also reassured by knowing the plumber would suffer pain if he was late. It was a pretty strong guarantee!
Walking through a shopping centre this morning I saw a hairdresser who gave a seven day guarantee for their haircuts. How it worked I’m not quite sure. There were no explanations about it so I wonder if I went back and complained about my haircut being too short what redress I would have!
In any event, think about your business and in what aspect of it you can give an ironclad guarantee to potential buyers so they have no qualms about buying from you.
Do it right and I’ll guarantee it will work for you! (My guarantee is simple: if the guarantee you devise doesn’t work for you, ring me and we’ll work out why and re-engineer it so it will. At absolutely no cost to you!)
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Please Sell Me!
Here’s a story everyone in business should read, heed and take action upon! The other day I took Pollie the plant destroyer to the Vet as she wasn’t her normal bouncing self. The veterinary clinic had a great reception area and there were lots of shelves stocked with..... Read More...
Staying in touch
Everybody in business says they are going to stay in touch with their database regularly but it is surprising how few do. Or if they do, they make the mistake of sending boring uninteresting emails or letters that don’t do a lot for them or their business. That’s why ... Read More...
Lest we forget
On the Sunday before Anzac Day the Returned Services League arranges that most communities have their local Anzac Day commemoration. So, I almost always go down to stand on the kerb and applaud them as the old, the bold and the brave march past to their remembrance ... Read More...
Another advert that’s a waste of space
You already know how often I point out adverts I think are a complete waste of space (and money) hoping we can learn something from them. Well, here’s another one that’s appeared as a full page in a number of Sunday newspaper magazines. As it’s for the RSPCA it’s.... Read More...
Another Commercial
I am indebted to one of my friends, Malcolm Cameron, for today’s commercial. You can tell he’s a bit of a rev head coz here’s his fairly breathless commentary about it… “Even if you’ve seen it previously it’s worth revisiting this Shell commercial shown in..... Read More...
Dumb and dumber
Yes, I know that’s the title of a movie that was of the idiot class but it certainly does apply to your target market. I think I recently reminded you that you won’t go broke underestimating the intelligence of your market. Now I’m not being nasty or suggesting you... Read More...
Click Here to Read All Articles
"I was reminded of how powerful giving a guarantee can be for any business when I heard a radio commercial for a mattress maker the other day
I was gobsmacked when I heard that a buyer of a new mattress was protected by a 100-day guarantee. That meant the buyer could take the mattress home, sleep on it for up to 100 days and return the mattress at any time during that period for a full refund, no questions asked.
Sounds like a pretty brave offer doesn’t it?
And, yes it is!
However, the mattress manufacturer has confidence in their product and knows that, once the buyer gets used to sleeping on the new mattress, which will take a little while, finding anything to complain about will be very difficult.
In a nutshell, the buyer will become accustomed to the new mattress and giving it back would not be something they could do easily.
But the hundred day guarantee would certainly impress a potential buyer. They will believe that, if the manufacturer is that confident of their product, it must be very well made.
It’s the same as my own thought processes when I bought a new car a little while ago.
I don’t know much about cars nor am I a petrol head. I needed a few of my mates who know a bit about cars to narrow down my choices for me and tell me what they reckoned were good cars.
And, guess what?
Then I chose the car that came with the longest warranty. I reckon if the manufacturer could give that sort of warranty they must be pretty confident in the vehicle.
It wasn’t the bells, whistles, performance or anything else that convinced me. It was a guarantee.
It’s like the plumber who built a great business by promising to turn up on time or do the job for free if he was late. He was giving a guarantee against the biggest frustration people have with tradespeople and yet it was he who set the time at which he would turn up. Worked like a charm because it gave the customer certainty and they were also reassured by knowing the plumber would suffer pain if he was late. It was a pretty strong guarantee!
Walking through a shopping centre this morning I saw a hairdresser who gave a seven day guarantee for their haircuts. How it worked I’m not quite sure. There were no explanations about it so I wonder if I went back and complained about my haircut being too short what redress I would have!
In any event, think about your business and in what aspect of it you can give an ironclad guarantee to potential buyers so they have no qualms about buying from you.
Do it right and I’ll guarantee it will work for you! (My guarantee is simple: if the guarantee you devise doesn’t work for you, ring me and we’ll work out why and re-engineer it so it will. At absolutely no cost to you!)
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Please Sell Me!
Here’s a story everyone in business should read, heed and take action upon! The other day I took Pollie the plant destroyer to the Vet as she wasn’t her normal bouncing self. The veterinary clinic had a great reception area and there were lots of shelves stocked with..... Read More...
Staying in touch
Everybody in business says they are going to stay in touch with their database regularly but it is surprising how few do. Or if they do, they make the mistake of sending boring uninteresting emails or letters that don’t do a lot for them or their business. That’s why ... Read More...
Lest we forget
On the Sunday before Anzac Day the Returned Services League arranges that most communities have their local Anzac Day commemoration. So, I almost always go down to stand on the kerb and applaud them as the old, the bold and the brave march past to their remembrance ... Read More...
Another advert that’s a waste of space
You already know how often I point out adverts I think are a complete waste of space (and money) hoping we can learn something from them. Well, here’s another one that’s appeared as a full page in a number of Sunday newspaper magazines. As it’s for the RSPCA it’s.... Read More...
Another Commercial
I am indebted to one of my friends, Malcolm Cameron, for today’s commercial. You can tell he’s a bit of a rev head coz here’s his fairly breathless commentary about it… “Even if you’ve seen it previously it’s worth revisiting this Shell commercial shown in..... Read More...
Dumb and dumber
Yes, I know that’s the title of a movie that was of the idiot class but it certainly does apply to your target market. I think I recently reminded you that you won’t go broke underestimating the intelligence of your market. Now I’m not being nasty or suggesting you... Read More...
Click Here to Read All Articles
try the movies part 2
17 April 2018
You may remember that last time I wrote suggesting many local businesses would be well advised to use cinema advertising for generating prospects in their area.
Hobart based, long-time friend of mine, John Mullavey, had formed that opinion some time ago and tried to encourage a client to venture into the cinema too. But not with great result as he tells us here.
“Spot on Winno! I worked with local driver-training mob 2012 through 2016 and checked it out then and thought it not only good value, but pitched right at our demographic: 50’s + who wouldn’t have had any sort of driver training since they got their licence all those years ago, have the time and the dough and the “concern”, not only for themselves, their kids and grandkids.
We have a new age cinema complex in North Hobart, numerous different size theatres within, bistro, bar, etc. and they offered deals with guaranteed rotations of the ads.
My basic message, as we did 2, 4 & heavy wheeled vehicles, would have been: “on road or off, we’ll make you safer behind the wheel”. The other segment that’s just begging to be catered to is the farm-vehicle/quad-bike segment, carefree blokes who see themselves as indestructible and full of macho energy. Plenty of data to prove them wrong and vulnerable.
Only problem was my immediate boss didn’t want to spend the dough and ultimately he reported to a board so it went nowhere.
Still, I think the right message pitched at people when they’re out to relax a bit away from home can work well and work cost-effectively.
Cheers, John.”
And, yes, I agree with John and reckon a very simple, inexpensive cinema commercial would have got to the right market and generated great results. But, as John found out, his first sale had to be his boss and if he didn’t win that his idea went nowhere. It’s a shame that, often if it’s your idea and not the boss's, its gunna go nowhere.
I love the attitude of the 80’s entrepreneur I worked for who would listen patiently and then say, “Great idea! Make it happen!” And we did!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Killer lines
The Levison Letter written by veteran copywriter, Ivan Levison, is one of my favourite newsletters and almost always makes great reading and good sense. This edition is no exception..... Read More...
Sad thoughts about tomato plants!
I really don’t know! Maybe I am getting soft hearted and sentimental in my old age and thus my activities of yesterday confirm that! You see it was time to pull out the dying tomato vines which had excelled themselves this year and produced heaps of beautiful, firm, ... Read More...
Making sponsorship work, part 1
My brilliant young grandson was down from Cairns the other day to play with the Aussie rules representative side against a couple of Victorian teams. I went to both his matches at local grounds, and whilst watching the footy (his team won both!), absent-mindedly noted ... Read More...
Mining the publicity lode
There was a lot of action happening at the Masters Golf in the States at the weekend about Bud Light’s “Dilly Dilly” campaign, resulting in heaps of publicity for the brew. Have a look here at what Target Marketing’s Melissa Ward had to say about it. Then go have a.... Read More...
Another Commercial
This one produced for the German beer Göttinger “Heiz-Pils“ is probably too risqué for screening in Australia… and maybe not even PC for the current climate..... Read More...
Making sponsorship work, part 2
In the previous article I vented my spleen about people who think there’s value in having their company name on a banner on the oval in return for sponsorship of a local football club. “Phooey!” I snorted. “At least get names and contact details so you can build some... Read More...
You may remember that last time I wrote suggesting many local businesses would be well advised to use cinema advertising for generating prospects in their area.
Hobart based, long-time friend of mine, John Mullavey, had formed that opinion some time ago and tried to encourage a client to venture into the cinema too. But not with great result as he tells us here.
“Spot on Winno! I worked with local driver-training mob 2012 through 2016 and checked it out then and thought it not only good value, but pitched right at our demographic: 50’s + who wouldn’t have had any sort of driver training since they got their licence all those years ago, have the time and the dough and the “concern”, not only for themselves, their kids and grandkids.
We have a new age cinema complex in North Hobart, numerous different size theatres within, bistro, bar, etc. and they offered deals with guaranteed rotations of the ads.
My basic message, as we did 2, 4 & heavy wheeled vehicles, would have been: “on road or off, we’ll make you safer behind the wheel”. The other segment that’s just begging to be catered to is the farm-vehicle/quad-bike segment, carefree blokes who see themselves as indestructible and full of macho energy. Plenty of data to prove them wrong and vulnerable.
Only problem was my immediate boss didn’t want to spend the dough and ultimately he reported to a board so it went nowhere.
Still, I think the right message pitched at people when they’re out to relax a bit away from home can work well and work cost-effectively.
Cheers, John.”
And, yes, I agree with John and reckon a very simple, inexpensive cinema commercial would have got to the right market and generated great results. But, as John found out, his first sale had to be his boss and if he didn’t win that his idea went nowhere. It’s a shame that, often if it’s your idea and not the boss's, its gunna go nowhere.
I love the attitude of the 80’s entrepreneur I worked for who would listen patiently and then say, “Great idea! Make it happen!” And we did!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Killer lines
The Levison Letter written by veteran copywriter, Ivan Levison, is one of my favourite newsletters and almost always makes great reading and good sense. This edition is no exception..... Read More...
Sad thoughts about tomato plants!
I really don’t know! Maybe I am getting soft hearted and sentimental in my old age and thus my activities of yesterday confirm that! You see it was time to pull out the dying tomato vines which had excelled themselves this year and produced heaps of beautiful, firm, ... Read More...
Making sponsorship work, part 1
My brilliant young grandson was down from Cairns the other day to play with the Aussie rules representative side against a couple of Victorian teams. I went to both his matches at local grounds, and whilst watching the footy (his team won both!), absent-mindedly noted ... Read More...
Mining the publicity lode
There was a lot of action happening at the Masters Golf in the States at the weekend about Bud Light’s “Dilly Dilly” campaign, resulting in heaps of publicity for the brew. Have a look here at what Target Marketing’s Melissa Ward had to say about it. Then go have a.... Read More...
Another Commercial
This one produced for the German beer Göttinger “Heiz-Pils“ is probably too risqué for screening in Australia… and maybe not even PC for the current climate..... Read More...
Making sponsorship work, part 2
In the previous article I vented my spleen about people who think there’s value in having their company name on a banner on the oval in return for sponsorship of a local football club. “Phooey!” I snorted. “At least get names and contact details so you can build some... Read More...
advertise at the cinema?
3rd April 2018
Try the movies
In the early part of this year there have been lots of fabulous movies doing the rounds so my wife and I have found ourselves at the cinema quite often.
And it got me asking myself why more small businesses don’t try cinema advertising?
I guess it’s because many people think cinema advertising is expensive. But it isn’t really when you think about the cost of the right sort of eyeballs you can reach.
And you don’t have to have an expensive multiple camera, wide screen, movie commercial made to do the job.
With the right words and pictures on a couple of slides (remember AIDA) and a good voice-over (meaning a great script) you can create a pretty good commercial and get a great result.
The secret is not to think of your cinema commercial being shown at every session of every multiplex cinema all over the place like the big multinational advertisers do. You can pick the cinemas in the localities you want, the movies you want your commercial screened alongside and even the sessions at which you want it shown.
It means you look at your target market and decide what movie they would likely be watching, and when and where will they be watching it.
That’s great targeting isn’t it?
All it means is that you’ve gotta be empathetic with your target market (a golden rule of marketing) and watch what movies are showing so you can choose one that will get to their eyes and ears.
Create an interesting commercial and you’re really in there with a chance.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
A Modern Parable
One of those “fun” emails I occasionally get from friends that, whether true or not, make me think… it may do the same for you. I dunno whether it is actually true but if it weren’t it might be funny. A Japanese company (Toyota) and an American company (General.... Read More...
Become more efficient and effective
So, how do you achieve that? Well my good friend Derek Arden, known as the world’s best negotiator, says to work in 17 minute chunks. Derek says that, “Because we are so short of time in today’s high speed age, set your smart phone timer for 17 minutes. In that ... Read More...
It’s not a gap, it’s a canyon!
Two recent experiences have combined to prompt me to write this article and it’s not about the normal minutiae of business that I write about business most days. Reading the Financial Review, which is pitched at the top end of town, I discover that there is a ... Read More...
A sign that works
I’ve prattled on before about the advantage of having good signage and, in particular, I have a fondness for great A-frame signs. Especially if they are well located so that people see their message. They can be used to point out where your business is so people can.... Read More...
Police get their person!
Damn all this PC, non-discrimination stuff because that doesn’t sound half as good as “Police get their man!” does it? A recruitment video by the NZ Police has gone viral. That’s remarkable since it’s produced by a government agency who generally have dead.... Read More...
Stop the frustration
Recently, in my neck of the woods, there’s been lots of companies trying to lure consumers to sign up for special power deals or to reduce their health insurance costs. As you can guess, all sorts of offers and enticements have been dangled in front of people to get... Read More...
Try the movies
In the early part of this year there have been lots of fabulous movies doing the rounds so my wife and I have found ourselves at the cinema quite often.
And it got me asking myself why more small businesses don’t try cinema advertising?
I guess it’s because many people think cinema advertising is expensive. But it isn’t really when you think about the cost of the right sort of eyeballs you can reach.
And you don’t have to have an expensive multiple camera, wide screen, movie commercial made to do the job.
With the right words and pictures on a couple of slides (remember AIDA) and a good voice-over (meaning a great script) you can create a pretty good commercial and get a great result.
The secret is not to think of your cinema commercial being shown at every session of every multiplex cinema all over the place like the big multinational advertisers do. You can pick the cinemas in the localities you want, the movies you want your commercial screened alongside and even the sessions at which you want it shown.
It means you look at your target market and decide what movie they would likely be watching, and when and where will they be watching it.
That’s great targeting isn’t it?
All it means is that you’ve gotta be empathetic with your target market (a golden rule of marketing) and watch what movies are showing so you can choose one that will get to their eyes and ears.
Create an interesting commercial and you’re really in there with a chance.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
A Modern Parable
One of those “fun” emails I occasionally get from friends that, whether true or not, make me think… it may do the same for you. I dunno whether it is actually true but if it weren’t it might be funny. A Japanese company (Toyota) and an American company (General.... Read More...
Become more efficient and effective
So, how do you achieve that? Well my good friend Derek Arden, known as the world’s best negotiator, says to work in 17 minute chunks. Derek says that, “Because we are so short of time in today’s high speed age, set your smart phone timer for 17 minutes. In that ... Read More...
It’s not a gap, it’s a canyon!
Two recent experiences have combined to prompt me to write this article and it’s not about the normal minutiae of business that I write about business most days. Reading the Financial Review, which is pitched at the top end of town, I discover that there is a ... Read More...
A sign that works
I’ve prattled on before about the advantage of having good signage and, in particular, I have a fondness for great A-frame signs. Especially if they are well located so that people see their message. They can be used to point out where your business is so people can.... Read More...
Police get their person!
Damn all this PC, non-discrimination stuff because that doesn’t sound half as good as “Police get their man!” does it? A recruitment video by the NZ Police has gone viral. That’s remarkable since it’s produced by a government agency who generally have dead.... Read More...
Stop the frustration
Recently, in my neck of the woods, there’s been lots of companies trying to lure consumers to sign up for special power deals or to reduce their health insurance costs. As you can guess, all sorts of offers and enticements have been dangled in front of people to get... Read More...
a simple video for your website
when you write a letter
20 March 2018
This is the format I use in a video for people who are good at what they do. It will work for you if you are of the same calibre.
It means you don’t go on with all the palaver and talk about yourself that so many people do but you do express your talents simply and understandably. You should be able to articulate in a plain and simple, non-egotistical way what you specialise in or are good at so that people are aware of your expertise or authority.
Now, you don’t want to create a self-serving, pretty video but one where you talk to the camera for around 90 seconds and you…
• Outline the problem that would probably be the reason they are visiting your site (and sites like yours).
• Aggravate the problem (talk about what happens if they don’t solve it).
• Outline your solution to their problem.
• Provide proof that your solution works (remember to use testimonials… they’re very powerful and you can talk about case histories and the results you’ve achieved).
• Have a call to action (you tell them what to do next). “To make an appointment/solve your problem call 8765 4321 now!” (After hours divert calls to someone who can take them or to voice mail with the promise to return their call first thing the next business day.)
Most importantly, make sure you have your phone number prominently at the top right corner of each web page with the words “For an appointment/to solve your problem call now!”
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Building your database
I shared some ground rules about team meetings last week, now some important ideas about who runs them. To make it easier on the manager (and to develop the skills of team members) it is worthwhile rotating the chairing of the meeting amongst participants. The.... Read More...
Open mouthed in amazement
Yes, that’s exactly how I feel when I see something that is either very smart or very stupid… in this case smart. Yes, indeed it’s smart and innovative and will bust through the clutter and get to the target market but it will have cost a motza (although if it ... Read More...
Secrets of Successful Team Meetings – Part 3
In this third and final installment, here are some tips on creating meetings that everyone will enjoy and benefit from. A good meeting must inform, educate, encourage and motivate. Team members should be informed (to overcome the “nobody tells me anything” disease), be ... Read More...
Empowered
Have you ever tried to discuss a problem with one of the ‘workers’ in a business? Generally, what you get is “I don’t know anything” or “It’s not my problem” or “I will have to get somebody else”. That’s why it was such a delight to go into my local McDonald’s today.... Read More...
Expand your recycling options
Felicity my miracle worker sent this link through to me with the note “I thought those bins at Coles were only for old shopping bags… seems I was wrong. They need to do a better job of promoting this though!” I thought they were only for shopping bags too so it’s good.... Read More...
Another commercial
Today it isn’t exactly a commercial to encourage you to buy something; well, on the other hand, maybe it is coz it’s to encourage you to “buy” a safe flight. Now known as the world’s coolest safety video this Air NZ Safety Video has already had over 2 million... Read More...
Generating referrals
Wouldn’t it be great if all your team members enthusiastically generated referrals? Well, there are a couple steps to help make that happen. Reward your team members for introducing new clients. People respond better to an incentive, so make your team aware of what.... Read More...
This is the format I use in a video for people who are good at what they do. It will work for you if you are of the same calibre.
It means you don’t go on with all the palaver and talk about yourself that so many people do but you do express your talents simply and understandably. You should be able to articulate in a plain and simple, non-egotistical way what you specialise in or are good at so that people are aware of your expertise or authority.
Now, you don’t want to create a self-serving, pretty video but one where you talk to the camera for around 90 seconds and you…
• Outline the problem that would probably be the reason they are visiting your site (and sites like yours).
• Aggravate the problem (talk about what happens if they don’t solve it).
• Outline your solution to their problem.
• Provide proof that your solution works (remember to use testimonials… they’re very powerful and you can talk about case histories and the results you’ve achieved).
• Have a call to action (you tell them what to do next). “To make an appointment/solve your problem call 8765 4321 now!” (After hours divert calls to someone who can take them or to voice mail with the promise to return their call first thing the next business day.)
Most importantly, make sure you have your phone number prominently at the top right corner of each web page with the words “For an appointment/to solve your problem call now!”
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Building your database
I shared some ground rules about team meetings last week, now some important ideas about who runs them. To make it easier on the manager (and to develop the skills of team members) it is worthwhile rotating the chairing of the meeting amongst participants. The.... Read More...
Open mouthed in amazement
Yes, that’s exactly how I feel when I see something that is either very smart or very stupid… in this case smart. Yes, indeed it’s smart and innovative and will bust through the clutter and get to the target market but it will have cost a motza (although if it ... Read More...
Secrets of Successful Team Meetings – Part 3
In this third and final installment, here are some tips on creating meetings that everyone will enjoy and benefit from. A good meeting must inform, educate, encourage and motivate. Team members should be informed (to overcome the “nobody tells me anything” disease), be ... Read More...
Empowered
Have you ever tried to discuss a problem with one of the ‘workers’ in a business? Generally, what you get is “I don’t know anything” or “It’s not my problem” or “I will have to get somebody else”. That’s why it was such a delight to go into my local McDonald’s today.... Read More...
Expand your recycling options
Felicity my miracle worker sent this link through to me with the note “I thought those bins at Coles were only for old shopping bags… seems I was wrong. They need to do a better job of promoting this though!” I thought they were only for shopping bags too so it’s good.... Read More...
Another commercial
Today it isn’t exactly a commercial to encourage you to buy something; well, on the other hand, maybe it is coz it’s to encourage you to “buy” a safe flight. Now known as the world’s coolest safety video this Air NZ Safety Video has already had over 2 million... Read More...
Generating referrals
Wouldn’t it be great if all your team members enthusiastically generated referrals? Well, there are a couple steps to help make that happen. Reward your team members for introducing new clients. People respond better to an incentive, so make your team aware of what.... Read More...
6 March 2018
Now, at the risk of repeating myself, you know and understand that I love snail mail because of the results it gets.
It’s particularly useful when you want to remind somebody that it’s time to see you, or that they should be buying something from you or you just want to keep in touch. Attached (Reminder.pdf), you will see the letter I received recently from my dentist (whose name I have removed to protect the innocent).
There are a couple of things that really get to me and that’s because I believe it’s not only what your letter says but also how it looks that counts. I reckon each element accounts for about 50% of getting your message across.
So, in this letter, I hate the way my name and address is used as a headline and centred merely so that it fits in a window faced envelope (and I hate the fact the letter came in a window faced envelope). My details aren’t a headline; it needs something to get my attention like “Watch it! Your teeth are gunna fall out!” That, or something a little less radical, will get my attention!
The letter content itself is not particularly friendly, more like a little dental health lecture. It could’ve been much better written about something a little more personal, like “And Winston, when you’re in I’ll tell you about a special something I did for my grandkids that you could use for your brood too!”. That’d look beaut if it was handwritten as a postscript.
But what really gets to me is that it is not signed. There’s been space left for a signature to appear, but it isn’t there. I reckon there is no way the dentist has so many reminders to go out every day that he would get writer’s cramp in signing them but, boy, wouldn’t that make it more personal?
And I have always endeavoured to get clients to practise at least some of what I preach.
So, have a look at the letter I wrote years ago for a dentist as his reminder letter (attached). After a few gulps of astonished panic, he decided to try it and the fantastic reaction he got from patients and their friends (who saw the letter and were referred) amazed and excited him. In fact it convinced him to personalise many more of the things that he had done so mechanically in the past.
One of my speaking colleagues once said, “When you can fake sincerity you’ve got it made!”
Well, you don’t need to fake it. Just be sincere in everything you do and your clients, customers and patients will love you for it.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
What a come down
I’ve just had the most recent edition of Yellow Pages left at my doorstep and I almost stepped over it. The photo shows this edition. Its physical dimensions are substantially reduced (it’s now slightly smaller than A4 size) but you can’t gauge from the photo how ... Read More...
Improve your attitude!
The other day someone asked me what they could do to motivate their team. In response, I told them, “Motivating your team is often easy. Simply, improve your attitude!” You see I’d noticed in my short time with them that they didn’t smile, were abrupt with people, too ... Read More...
Secrets of Successful Team Meetings – Part 1
Yes, it’s true. Getting your team together for a regular meeting can be a pain in the butt because you run out of things to say, get sick of chairing them and the team don’t want to come anyway. Over the next couple of weeks I’ll share some simple rules to make.... Read More...
Need courage?
Here’s a reminder that it’s not the size of the dog in the fight… it’s the size of the fight in the dog. Size does not matter, courage makes a difference.... Read More...
Another commercial
If you pause for a cup of coffee and ponder how many millions of cups of coffee are consumed around the world in a day then it’s not hard to imagine what the total market must be worth. So, coffee manufacturers struggle to get an extra point or so of market share... Read More...
A great self-promoter
Whatever you think of his politics, former Federal politician, Nick Xenophon, now running in the SA elections, does a great job of self-promotion. Read the ABC News article here.... Read More...
Secrets of Successful Team Meetings – Part 2
I shared some ground rules about team meetings last week, now some important ideas about who runs them. To make it easier on the manager (and to develop the skills of team members) it is worthwhile rotating the chairing of the meeting amongst participants. The.... Read More...
Click Here to Read All Articles
Now, at the risk of repeating myself, you know and understand that I love snail mail because of the results it gets.
It’s particularly useful when you want to remind somebody that it’s time to see you, or that they should be buying something from you or you just want to keep in touch. Attached (Reminder.pdf), you will see the letter I received recently from my dentist (whose name I have removed to protect the innocent).
There are a couple of things that really get to me and that’s because I believe it’s not only what your letter says but also how it looks that counts. I reckon each element accounts for about 50% of getting your message across.
So, in this letter, I hate the way my name and address is used as a headline and centred merely so that it fits in a window faced envelope (and I hate the fact the letter came in a window faced envelope). My details aren’t a headline; it needs something to get my attention like “Watch it! Your teeth are gunna fall out!” That, or something a little less radical, will get my attention!
The letter content itself is not particularly friendly, more like a little dental health lecture. It could’ve been much better written about something a little more personal, like “And Winston, when you’re in I’ll tell you about a special something I did for my grandkids that you could use for your brood too!”. That’d look beaut if it was handwritten as a postscript.
But what really gets to me is that it is not signed. There’s been space left for a signature to appear, but it isn’t there. I reckon there is no way the dentist has so many reminders to go out every day that he would get writer’s cramp in signing them but, boy, wouldn’t that make it more personal?
And I have always endeavoured to get clients to practise at least some of what I preach.
So, have a look at the letter I wrote years ago for a dentist as his reminder letter (attached). After a few gulps of astonished panic, he decided to try it and the fantastic reaction he got from patients and their friends (who saw the letter and were referred) amazed and excited him. In fact it convinced him to personalise many more of the things that he had done so mechanically in the past.
One of my speaking colleagues once said, “When you can fake sincerity you’ve got it made!”
Well, you don’t need to fake it. Just be sincere in everything you do and your clients, customers and patients will love you for it.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
What a come down
I’ve just had the most recent edition of Yellow Pages left at my doorstep and I almost stepped over it. The photo shows this edition. Its physical dimensions are substantially reduced (it’s now slightly smaller than A4 size) but you can’t gauge from the photo how ... Read More...
Improve your attitude!
The other day someone asked me what they could do to motivate their team. In response, I told them, “Motivating your team is often easy. Simply, improve your attitude!” You see I’d noticed in my short time with them that they didn’t smile, were abrupt with people, too ... Read More...
Secrets of Successful Team Meetings – Part 1
Yes, it’s true. Getting your team together for a regular meeting can be a pain in the butt because you run out of things to say, get sick of chairing them and the team don’t want to come anyway. Over the next couple of weeks I’ll share some simple rules to make.... Read More...
Need courage?
Here’s a reminder that it’s not the size of the dog in the fight… it’s the size of the fight in the dog. Size does not matter, courage makes a difference.... Read More...
Another commercial
If you pause for a cup of coffee and ponder how many millions of cups of coffee are consumed around the world in a day then it’s not hard to imagine what the total market must be worth. So, coffee manufacturers struggle to get an extra point or so of market share... Read More...
A great self-promoter
Whatever you think of his politics, former Federal politician, Nick Xenophon, now running in the SA elections, does a great job of self-promotion. Read the ABC News article here.... Read More...
Secrets of Successful Team Meetings – Part 2
I shared some ground rules about team meetings last week, now some important ideas about who runs them. To make it easier on the manager (and to develop the skills of team members) it is worthwhile rotating the chairing of the meeting amongst participants. The.... Read More...
Click Here to Read All Articles
can people find you e-a-s-i-l-y?
20 February 2018
There’s a great little cafe a few kilometres from me and I’ve now been there for coffee a couple of times and never had any trouble finding it. You see the person who invited me had been there before and told me it was hard to find. So he gave me precise instructions on exactly where it was.
But, if I’d had no idea it was there and was looking for a great cup of coffee, I probably wouldn’t have found it.
It’s located on a fairly busy road, and although they have thought to put a small A-frame out on the sidewalk, it’s very easy to miss.
Unfortunately the sign gives the name of the place but not much other information. It should say something like “Great food and coffee” that will easily register.
You see most people can’t or don’t remember to give you the name of the cafe and generally just give you the locality instructions.
Now, another problem is that the cafe itself is a little below the level of the road and is hidden by very tall and bushy shrubs making it very hard to see.
When the owners of the cafe were giving instructions to the sign writers they should have driven past a few times to determine the best location for their signs on the building. I certainly wouldn’t have put them where they are or had them as small as they are. The rule for your signs is that they must stand out like the proverbial dog's appendages.
If they can’t change the signage then perhaps a mysterious disease or serial bush pruner must attack the vegetation that hides the location.
A simple rule of business is that, if you can’t be seen, you can’t be found.
If you need people to find you then take the role of a passer-by and drive, walk or cycle past your premises to see how easy you are to find.
Even if you are happy with them, make sure your signage stands out from the pack. Think about colours of those very successful multinationals, Shell and McDonald’s, who use red and yellow in their signage. It’s hard to miss.
Have a f-a-n-t-a-s-t-i-c day... Winno
P.S. When my miracle worker, Felicity, was preparing this article, she emailed me to tell me her observation. It’s just another example of the point I’m trying to make…
“Totally agree with this about signage - coffee place in Westfield Doncaster we meet at once a month is appalling for that. I say it's outside a particular store to help, but when you get there, they have the name written once in trendy silvery lettering on a grey marble/granite background. And in a handwriting font. It's almost impossible to read. So even when people have found it, they don't know they're in the right place.”
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
The top Super Bowl adverts
You probably know that I love to see the Super Bowl TV commercials which cost advertisers millions of dollars to make and run during that “football” match. Well, according to Ad Age here are the top adverts as rated by viewers. I don’t think much of any of them! If ... Read More...
Why marketing fails
I’ve discovered why it is that the simple marketing initiatives I talk to people about, and they swear they’re going to use immediately, never seem to work for them. The answer is simple, so simple, it must be the reason I’ve overlooked it. So why don’t some marketing ... Read More...
How to spot a fake image from the real deal
ABC News revels a few simple ways to tell if that photo your uncle shared on Facebook is authentic — or has been manipulated. Read the full story here.... Read More...
Movies worth watching
I went last night and saw Darkest Hour which I loved (probably because I was born on Churchill’s birthday and he’s always influenced me). I recommend you see it just for the magnificence of his language and the courage of his decision. Whilst I’m on the matter of... Read More...
Another commercial
Occasionally you’ll see a company really taking another company on about its products or services but generally it’s pretty rare. This advert by the fast food chain Wendy’s certainly takes it straight up to McDonalds… and does it pretty well don’t you reckon?... Read More...
Getting your mail opened
You want to generate some business so, knowing how well it can work, you decide to do a direct mail shot to your database. But it’s so easy to get involved in the minutiae of letter writing, brochure production and whatever that you forget that, if the recipient... Read More...
There’s a great little cafe a few kilometres from me and I’ve now been there for coffee a couple of times and never had any trouble finding it. You see the person who invited me had been there before and told me it was hard to find. So he gave me precise instructions on exactly where it was.
But, if I’d had no idea it was there and was looking for a great cup of coffee, I probably wouldn’t have found it.
It’s located on a fairly busy road, and although they have thought to put a small A-frame out on the sidewalk, it’s very easy to miss.
Unfortunately the sign gives the name of the place but not much other information. It should say something like “Great food and coffee” that will easily register.
You see most people can’t or don’t remember to give you the name of the cafe and generally just give you the locality instructions.
Now, another problem is that the cafe itself is a little below the level of the road and is hidden by very tall and bushy shrubs making it very hard to see.
When the owners of the cafe were giving instructions to the sign writers they should have driven past a few times to determine the best location for their signs on the building. I certainly wouldn’t have put them where they are or had them as small as they are. The rule for your signs is that they must stand out like the proverbial dog's appendages.
If they can’t change the signage then perhaps a mysterious disease or serial bush pruner must attack the vegetation that hides the location.
A simple rule of business is that, if you can’t be seen, you can’t be found.
If you need people to find you then take the role of a passer-by and drive, walk or cycle past your premises to see how easy you are to find.
Even if you are happy with them, make sure your signage stands out from the pack. Think about colours of those very successful multinationals, Shell and McDonald’s, who use red and yellow in their signage. It’s hard to miss.
Have a f-a-n-t-a-s-t-i-c day... Winno
P.S. When my miracle worker, Felicity, was preparing this article, she emailed me to tell me her observation. It’s just another example of the point I’m trying to make…
“Totally agree with this about signage - coffee place in Westfield Doncaster we meet at once a month is appalling for that. I say it's outside a particular store to help, but when you get there, they have the name written once in trendy silvery lettering on a grey marble/granite background. And in a handwriting font. It's almost impossible to read. So even when people have found it, they don't know they're in the right place.”
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
The top Super Bowl adverts
You probably know that I love to see the Super Bowl TV commercials which cost advertisers millions of dollars to make and run during that “football” match. Well, according to Ad Age here are the top adverts as rated by viewers. I don’t think much of any of them! If ... Read More...
Why marketing fails
I’ve discovered why it is that the simple marketing initiatives I talk to people about, and they swear they’re going to use immediately, never seem to work for them. The answer is simple, so simple, it must be the reason I’ve overlooked it. So why don’t some marketing ... Read More...
How to spot a fake image from the real deal
ABC News revels a few simple ways to tell if that photo your uncle shared on Facebook is authentic — or has been manipulated. Read the full story here.... Read More...
Movies worth watching
I went last night and saw Darkest Hour which I loved (probably because I was born on Churchill’s birthday and he’s always influenced me). I recommend you see it just for the magnificence of his language and the courage of his decision. Whilst I’m on the matter of... Read More...
Another commercial
Occasionally you’ll see a company really taking another company on about its products or services but generally it’s pretty rare. This advert by the fast food chain Wendy’s certainly takes it straight up to McDonalds… and does it pretty well don’t you reckon?... Read More...
Getting your mail opened
You want to generate some business so, knowing how well it can work, you decide to do a direct mail shot to your database. But it’s so easy to get involved in the minutiae of letter writing, brochure production and whatever that you forget that, if the recipient... Read More...
a referral getting winner
One of the reasons that many of us don’t get referrals is because we don’t ask regularly and, occasionally, differently.
I wrote the letter many years ago and it has been used very successfully by scores of people to generate hundreds of referrals.
http://winstonmarsh.com.au/other/I_must_be_stupid.pdf
The headline gets the attention and the rest of the letter explains clearly and simply what’s needed and why. The P.S. helps too!
I guess I must have shown it to thousands of people at seminars.
The evidence reveals that it only works for people who actually mail it to their client base. For some reason just having a copy of it and not using it doesn’t seem to work.
Strange that!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Creative, really creative!
Gary Hegedus is a great video production expert… writer, director, cameraman, sound expert, etc. and, until he recently relaxed and slowed down to enjoy the fruits of his labours, shot many videos for clients, friends and colleagues of mine. He’s always had an ... Read More...
It’s Australia Day!
And I am reminded that when I was a kid going to a state primary school back in the early fifties, the whole school used to assemble in the quadrangle on a Monday morning. We’d stand to attention, the headmaster would lead us in singing the national anthem (God Save ... Read More...
How to sell anything to anyone
Recently I’ve been speaking to a number of people about selling their products or services. Now, I always take it for granted that their product or service is genuine and will be able to deliver on the promises they make. Having made that assumption, there are really... Read More...
Ikea pees people off!
Some people say that this advert from the marketing team at Ikea was pretty smart; others were not so sure. Personally, I reckon that it was very clever. Read all about it here. Download Winston’s fantastic “How to write a great advertisement” for just $40 If you... Read More...
Does it sell cars?
Hyundai used lots of people, cars, equipment, money and desert to make this fancy feel good promo piece. It must have cost a motza. If it was your money, would you have spent it? Notice that this link alone has had over 70 million views. But does it sell cars? (I, for... Read More...
Celebrate those special days
The Chinese New Year begins on Friday, February 16 and it’s the Year of the Dog! That triggers a thought because most people love dogs or cute little puppies. What an excellent opportunity to offer some special celebratory deals, information or advice. Fortunately, my... Read More...
A headline that nails it!
You have probably heard me say before that the most important part of any advertisement or email is the headline or the subject line. It’s the same with a radio or television advertisement. And why is that? Very simply because it’s what gets people’s attention. The... Read More...
One of the reasons that many of us don’t get referrals is because we don’t ask regularly and, occasionally, differently.
I wrote the letter many years ago and it has been used very successfully by scores of people to generate hundreds of referrals.
http://winstonmarsh.com.au/other/I_must_be_stupid.pdf
The headline gets the attention and the rest of the letter explains clearly and simply what’s needed and why. The P.S. helps too!
I guess I must have shown it to thousands of people at seminars.
The evidence reveals that it only works for people who actually mail it to their client base. For some reason just having a copy of it and not using it doesn’t seem to work.
Strange that!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Creative, really creative!
Gary Hegedus is a great video production expert… writer, director, cameraman, sound expert, etc. and, until he recently relaxed and slowed down to enjoy the fruits of his labours, shot many videos for clients, friends and colleagues of mine. He’s always had an ... Read More...
It’s Australia Day!
And I am reminded that when I was a kid going to a state primary school back in the early fifties, the whole school used to assemble in the quadrangle on a Monday morning. We’d stand to attention, the headmaster would lead us in singing the national anthem (God Save ... Read More...
How to sell anything to anyone
Recently I’ve been speaking to a number of people about selling their products or services. Now, I always take it for granted that their product or service is genuine and will be able to deliver on the promises they make. Having made that assumption, there are really... Read More...
Ikea pees people off!
Some people say that this advert from the marketing team at Ikea was pretty smart; others were not so sure. Personally, I reckon that it was very clever. Read all about it here. Download Winston’s fantastic “How to write a great advertisement” for just $40 If you... Read More...
Does it sell cars?
Hyundai used lots of people, cars, equipment, money and desert to make this fancy feel good promo piece. It must have cost a motza. If it was your money, would you have spent it? Notice that this link alone has had over 70 million views. But does it sell cars? (I, for... Read More...
Celebrate those special days
The Chinese New Year begins on Friday, February 16 and it’s the Year of the Dog! That triggers a thought because most people love dogs or cute little puppies. What an excellent opportunity to offer some special celebratory deals, information or advice. Fortunately, my... Read More...
A headline that nails it!
You have probably heard me say before that the most important part of any advertisement or email is the headline or the subject line. It’s the same with a radio or television advertisement. And why is that? Very simply because it’s what gets people’s attention. The... Read More...
You must know "why?"
January 2018
Here’s a critical question you must be able to answer easily, confidently and compellingly, “Why should people do business with you instead of your competitor, doing nothing or doing it themselves?” These are the options that people have when it comes to doing business with anyone and this apt approach was first outlined by United States marketing genius Dan Kennedy.
No matter what your business, you have competitors who claim they are just as good, just as accomplished and just as qualified as you are to do whatever it is that you do.
Thus the problem for a prospect in choosing with whom to do business is that most businesses look pretty much the same as their competitors.
You must therefore create at least 5 specific and meaningful reasons why prospects should do business with you. You should be able to spell out what is unique, special and different about you and your business that makes you the logical choice.
It may be you have a guarantee of punctuality, more years of expertise, more qualified people, more items in stock or specialise in one small area or so on. What you as a market leader must do is spell it out clearly and concisely so that people are in no doubt as to why you are the logical choice with whom to do business.
And when you list them out they should be meaningful specifics rather than meaningless generalities. Don’t say that “We’ve been in business for years” but specify exactly how many years, don’t say “We have a large staff” say exactly how many staff, and don’t say “We’ve got a wide range” tell them the exact size of that range.
The more you can differentiate yourself from the competitors the more people will have reasons to do business with you.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Protecting your technology
The cybersecurity nightmares of 2017 highlight the need to protect yourself. Here are some resolutions for living a safer digital life this new year. Update Your Software Read Privacy Policies Delete Unnecessary Apps Use a VPN Protect Your Hardware Of course you know ... Read More...
Five tips, techniques and tricks of the trade for 2018
Derek Arden, a great mate of mine, is a negotiation expert and in my opinion the best in the world by longshot. The tips below really do make a heap of sense and are taken from the January edition of his newsletter (to subscribe email derek@derekarden.co.uk). The 17 ... Read More...
Build your community profile
Here’s a great thing to aim for this year. Join, attend and get involved in a service club or other community organization. There are many reasons you should do so, not the least that your involvement will become a useful source of business. Discover how to turn... Read More...
Speak confidently
When you are talking to prospects you should always sound like an expert and, because most people are not good at expressing themselves, this is where you can fall down. The number one fear of most people is speaking in public, the number two fear is death… and that... Read More...
Another commercial
Alright, you can call me a sentimental old bugger but I don’t care who knows it. I love the Qantas commercials… this one is simply called Introducing Qantas Dreamliner but, in just 2 minutes, it tells a great story and brings a tear to my eye. See if it does the same... Read More...
A family gallery is critical
Now, what is a family gallery? Very simple – it’s a collection of testimonials… the most powerful marketing device known to mankind. Why? Simply because it is other people saying that your company, product or service delivers on the promises you make. It’s... Read More...
Click Here to Read All Articles
Here’s a critical question you must be able to answer easily, confidently and compellingly, “Why should people do business with you instead of your competitor, doing nothing or doing it themselves?” These are the options that people have when it comes to doing business with anyone and this apt approach was first outlined by United States marketing genius Dan Kennedy.
No matter what your business, you have competitors who claim they are just as good, just as accomplished and just as qualified as you are to do whatever it is that you do.
Thus the problem for a prospect in choosing with whom to do business is that most businesses look pretty much the same as their competitors.
You must therefore create at least 5 specific and meaningful reasons why prospects should do business with you. You should be able to spell out what is unique, special and different about you and your business that makes you the logical choice.
It may be you have a guarantee of punctuality, more years of expertise, more qualified people, more items in stock or specialise in one small area or so on. What you as a market leader must do is spell it out clearly and concisely so that people are in no doubt as to why you are the logical choice with whom to do business.
And when you list them out they should be meaningful specifics rather than meaningless generalities. Don’t say that “We’ve been in business for years” but specify exactly how many years, don’t say “We have a large staff” say exactly how many staff, and don’t say “We’ve got a wide range” tell them the exact size of that range.
The more you can differentiate yourself from the competitors the more people will have reasons to do business with you.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Protecting your technology
The cybersecurity nightmares of 2017 highlight the need to protect yourself. Here are some resolutions for living a safer digital life this new year. Update Your Software Read Privacy Policies Delete Unnecessary Apps Use a VPN Protect Your Hardware Of course you know ... Read More...
Five tips, techniques and tricks of the trade for 2018
Derek Arden, a great mate of mine, is a negotiation expert and in my opinion the best in the world by longshot. The tips below really do make a heap of sense and are taken from the January edition of his newsletter (to subscribe email derek@derekarden.co.uk). The 17 ... Read More...
Build your community profile
Here’s a great thing to aim for this year. Join, attend and get involved in a service club or other community organization. There are many reasons you should do so, not the least that your involvement will become a useful source of business. Discover how to turn... Read More...
Speak confidently
When you are talking to prospects you should always sound like an expert and, because most people are not good at expressing themselves, this is where you can fall down. The number one fear of most people is speaking in public, the number two fear is death… and that... Read More...
Another commercial
Alright, you can call me a sentimental old bugger but I don’t care who knows it. I love the Qantas commercials… this one is simply called Introducing Qantas Dreamliner but, in just 2 minutes, it tells a great story and brings a tear to my eye. See if it does the same... Read More...
A family gallery is critical
Now, what is a family gallery? Very simple – it’s a collection of testimonials… the most powerful marketing device known to mankind. Why? Simply because it is other people saying that your company, product or service delivers on the promises you make. It’s... Read More...
Click Here to Read All Articles
A couple of writing tips...
January 2018
Like many of you, I enjoy writing and write quite a lot as part of my business activities. Here are a couple of tools I use almost every day that you may find useful too.
Voice to text: People seem to use all sorts of software for this but I’ve found Siri in my apple iphone works really well for me. I dictate my content into an email and, once dictated, send the email to myself to edit, enhance and paste into whatever format I want. Yes, I know I could just dictate straight to the format I want but emailing it to me means that whenever I have a flash of creative brilliance I can rattle off my thoughts for later fine-tuning. There’s another benefit to it as well and that’s because I believe we should write like we talk. When I do it this way I’m making that happen, easy as pie. Works for me but maybe I’m an analogue thinker in a digital world!
Readability statistics: Quite a few people don’t seem to know about the readability statistics in Outlook or MS word. It is a simple way to ensure that the average reader can understand what you have written. I aim for a Flesch Kincaid grade score of around 8-10, meaning that it’s pitched at a reader who has had that many years of schooling. It’s also the level for which tabloid newspapers aim. More info here.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
This has nothing to do with business
Okay, okay, I know but I love it… and hope you will too! What a wonderful world it would be if only people were all this loving. Even if you’ve seen it before or sent it, I’m not sorry for sending it, coz it’s fantastic! May you and yours enjoy a great Christmas break ... Read More...
How to Guarantee a Great New Year!
As soon as you can, I want you to take time out to indulge yourself with a great glass of French champagne or whatever you imbibe when you want to seriously spoil yourself. As you sip your drink, take some time to do some thinking. Some serious, very serious, thinking ... Read More...
Become a ‘H’mmm-er’!
If you’re in business, you can get a conversation started with almost anybody you meet. In addition, when you get a conversation going it will quite often turn the person into a prospect. So how do you do that? Well, it’s really quite simple! You have to be able to... Read More...
The weight of evidence
Many people are saying that the days of snail mail are over as we use different forms of digital communication. They are also that the days of “junk mail” are over too. I can’t see this happening in the immediate future because it’s beaut when you can get to your... Read More...
Another commercial
I didn’t see this one when Air New Zealand released it a couple of years ago but 4 million other people have. That means its probably been watched by every resident of New Zealand, even non travellers, coz the Kiwis love their rugby and this great commercial features... Read More...
How to outwork, outthink and outmanoeuvre the competition
Here’s an excellent article by my great mate Terry Brock that is really worth reading. https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2017/07/how-to-outwork-outthink-and-outmaneuver-the.html Turn your business into a money maker! Discover the three... Read More...
Like many of you, I enjoy writing and write quite a lot as part of my business activities. Here are a couple of tools I use almost every day that you may find useful too.
Voice to text: People seem to use all sorts of software for this but I’ve found Siri in my apple iphone works really well for me. I dictate my content into an email and, once dictated, send the email to myself to edit, enhance and paste into whatever format I want. Yes, I know I could just dictate straight to the format I want but emailing it to me means that whenever I have a flash of creative brilliance I can rattle off my thoughts for later fine-tuning. There’s another benefit to it as well and that’s because I believe we should write like we talk. When I do it this way I’m making that happen, easy as pie. Works for me but maybe I’m an analogue thinker in a digital world!
Readability statistics: Quite a few people don’t seem to know about the readability statistics in Outlook or MS word. It is a simple way to ensure that the average reader can understand what you have written. I aim for a Flesch Kincaid grade score of around 8-10, meaning that it’s pitched at a reader who has had that many years of schooling. It’s also the level for which tabloid newspapers aim. More info here.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
This has nothing to do with business
Okay, okay, I know but I love it… and hope you will too! What a wonderful world it would be if only people were all this loving. Even if you’ve seen it before or sent it, I’m not sorry for sending it, coz it’s fantastic! May you and yours enjoy a great Christmas break ... Read More...
How to Guarantee a Great New Year!
As soon as you can, I want you to take time out to indulge yourself with a great glass of French champagne or whatever you imbibe when you want to seriously spoil yourself. As you sip your drink, take some time to do some thinking. Some serious, very serious, thinking ... Read More...
Become a ‘H’mmm-er’!
If you’re in business, you can get a conversation started with almost anybody you meet. In addition, when you get a conversation going it will quite often turn the person into a prospect. So how do you do that? Well, it’s really quite simple! You have to be able to... Read More...
The weight of evidence
Many people are saying that the days of snail mail are over as we use different forms of digital communication. They are also that the days of “junk mail” are over too. I can’t see this happening in the immediate future because it’s beaut when you can get to your... Read More...
Another commercial
I didn’t see this one when Air New Zealand released it a couple of years ago but 4 million other people have. That means its probably been watched by every resident of New Zealand, even non travellers, coz the Kiwis love their rugby and this great commercial features... Read More...
How to outwork, outthink and outmanoeuvre the competition
Here’s an excellent article by my great mate Terry Brock that is really worth reading. https://www.bizjournals.com/bizjournals/how-to/growth-strategies/2017/07/how-to-outwork-outthink-and-outmaneuver-the.html Turn your business into a money maker! Discover the three... Read More...
Sticking to the knitting
December 2017
If you have the doubtful pleasure of following my writings on a reasonably regular basis you will know that me and my mates (yes, bad grammar, but English as she is spoke) love to go out bike riding where the ultimate enjoyment is stopping for coffee to tell lies and ... Read More...
Measure the results of your ads
Many business people make a very costly mistake when talking with prospects or new clients, customers, and patients for the first time. The mistake? Never finding out how those people came to choose to do business with them by asking the simple question, “How did you ... Read More...
Make them feel welcome
You know from my reports that I love my dogs and they always accompany me on my walks which always culminate in coffee. The trouble is that, although many coffee shops welcome my canine cobbers, just as many think they’re a nuisance and want to banish them. So, the... Read More...
Are you ready for the disappearance of cash?
Here’s a great article from The New York Times which says “In urban China, hardly anyone is using cash anymore. Across the country’s cities, the rapid growth of mobile payments is making cash all but obsolete.” Read it here Pick Winno’s Brain If you’ve got... Read More...
Dealing with spam
You know those emails we all get… telling us that there’s money for us in Nigeria or some other highly unlikely tale? Well, here’s what one guy did about it and, because I got the info from Gary North’s newsletter which I mention occasionally, I’ll do him the courtesy... Read More...
Make every day a great day
When my beloved Millie (the pink and purple eared and tailed Groodle who was the apple of my eye) died last Christmas her last wish was that we replace her with another dog as soon as possible. Within a matter of a few days we were able to find Kahlee, a rescue dog... Read More...
Two excellent adverts
It’s not often that you see two excellent adverts on the same page of a newspaper; in fact, it’s probably not often that you see even one excellent advertisement on any page of a newspaper. Now, I’m not saying these are the epitome of excellence or that they can’t be ... Read More...
Prepare your business for a sudden disaster
The world wide community of professional speakers is very generous in its sharing of information to assist us both professionally and personally. Sara Zeff-Geber, an expert in Retirement Transition and Life Planning Expert for Boomers, shared this advice after her ... Read More...
What the window cleaner didn’t see!
And what was that? Quite simply, how to capitalise on a great opportunity! Let me explain. The other day my mates and I had finished walking our dogs and were having our customary coffee over which we devise brilliant solutions for all of the world’s problems. Being... Read More...
The commercialisation of Christmas
Around this time every year, I am reminded of an audio track recorded in 1958 by a very clever and funny man, the late Stan Freberg. The message is still as relevant for today, if not more so, as it was when recorded. Listen to it below (although it’s on... Read More...
Learn to relax
I reckon it’s important that I should let you see this picture of Mischka, a Turkish Van pussy and one of our two cats, who has got the art of relaxing down to a tee. It doesn’t matter where she lays her head and how uncomfortable it is (in the photos she’s on a... Read More...
Another commercial
Well, lots of commercials really. Here is my usual annual selection of the Christmas TVC’s from the great British retailers. Generally, always great and I think this year is no exception. In addition, it’s worth taking a look at the Daily Telegraph’s list of... Read More...
If you have the doubtful pleasure of following my writings on a reasonably regular basis you will know that me and my mates (yes, bad grammar, but English as she is spoke) love to go out bike riding where the ultimate enjoyment is stopping for coffee to tell lies and ... Read More...
Measure the results of your ads
Many business people make a very costly mistake when talking with prospects or new clients, customers, and patients for the first time. The mistake? Never finding out how those people came to choose to do business with them by asking the simple question, “How did you ... Read More...
Make them feel welcome
You know from my reports that I love my dogs and they always accompany me on my walks which always culminate in coffee. The trouble is that, although many coffee shops welcome my canine cobbers, just as many think they’re a nuisance and want to banish them. So, the... Read More...
Are you ready for the disappearance of cash?
Here’s a great article from The New York Times which says “In urban China, hardly anyone is using cash anymore. Across the country’s cities, the rapid growth of mobile payments is making cash all but obsolete.” Read it here Pick Winno’s Brain If you’ve got... Read More...
Dealing with spam
You know those emails we all get… telling us that there’s money for us in Nigeria or some other highly unlikely tale? Well, here’s what one guy did about it and, because I got the info from Gary North’s newsletter which I mention occasionally, I’ll do him the courtesy... Read More...
Make every day a great day
When my beloved Millie (the pink and purple eared and tailed Groodle who was the apple of my eye) died last Christmas her last wish was that we replace her with another dog as soon as possible. Within a matter of a few days we were able to find Kahlee, a rescue dog... Read More...
Two excellent adverts
It’s not often that you see two excellent adverts on the same page of a newspaper; in fact, it’s probably not often that you see even one excellent advertisement on any page of a newspaper. Now, I’m not saying these are the epitome of excellence or that they can’t be ... Read More...
Prepare your business for a sudden disaster
The world wide community of professional speakers is very generous in its sharing of information to assist us both professionally and personally. Sara Zeff-Geber, an expert in Retirement Transition and Life Planning Expert for Boomers, shared this advice after her ... Read More...
What the window cleaner didn’t see!
And what was that? Quite simply, how to capitalise on a great opportunity! Let me explain. The other day my mates and I had finished walking our dogs and were having our customary coffee over which we devise brilliant solutions for all of the world’s problems. Being... Read More...
The commercialisation of Christmas
Around this time every year, I am reminded of an audio track recorded in 1958 by a very clever and funny man, the late Stan Freberg. The message is still as relevant for today, if not more so, as it was when recorded. Listen to it below (although it’s on... Read More...
Learn to relax
I reckon it’s important that I should let you see this picture of Mischka, a Turkish Van pussy and one of our two cats, who has got the art of relaxing down to a tee. It doesn’t matter where she lays her head and how uncomfortable it is (in the photos she’s on a... Read More...
Another commercial
Well, lots of commercials really. Here is my usual annual selection of the Christmas TVC’s from the great British retailers. Generally, always great and I think this year is no exception. In addition, it’s worth taking a look at the Daily Telegraph’s list of... Read More...
Getting appointments with decision makers
Part 2 28 November 2017
In my recent article in the first of this series, I shared a very effective approach to achieving that goal. I also mentioned that a couple of pieces of marketing collateral were important too and promised to discuss each in later articles.
So, let’s reflect on one of them… the value of a great homepage at the website.
Now, here is a basic question you should ask. Why do people go to a web site? In my opinion, they go for one reason. They want information and advice… particularly information and advice on where and what to buy now that they have made the decision to buy.
They say "I want a veterinary surgeon", "I want an expert in sales", "I want a washing machine" and then "Where do I get one?" So that’s when looking at a website becomes the logical choice. They want some advice, some help to convince them they should use such-and-such a person or firm.
To show you how hard this is for people to get that, go and look at the home page of your competitors. Don't they all prominently feature their name, logo, and lots of stuff about themselves and a list of a few services they provide?
Really, it is hard to decide whom they should choose… nothing that sucks their eyeballs into the screen.
Nothing that says, “If you’re looking for a great dentist here are 5 reasons to call me now!"
That’s what your web site should do. You should be different to everybody else, give people a reason to try you, some information or advice so they know you are the people they should use. What you have to do is make your entry different. You have to provide information, advice and assistance to help make the decision.
Therefore, to summarise here is what is important to have at the landing or home page of your web site.
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Let’s get on with it!
Now the same sex marriage situation has been decided let’s get on with doing all the other important things in our community, business and life!... Read More...
Ignored your database?
I sometimes have a call from a client who, upon questioning, confesses rather ruefully and apologetically that they haven’t been in contact with their database recently (or at all). I’m a believer that you should be in touch with your database somewhere between six ... Read More...
Making things happen
If you’ve heard me speak you’ve probably heard me talk about the difference between the hen and the pig when it comes to breakfast. The hen is involved but the pig is committed! And nowhere does the difference become more manifest than when I’m talking to people about ... Read More...
The 6P’s in action
I don’t normally forward the sort of stuff we circulate to our friends and associates as part of our lighter reading, relaxation and entertainment. However, this is such a fantastic example of the 6P’s that I do want... Read More...
Another commercial
You’ll need to have a box of tissues handy before you view this one. I’ve got to admit I’m still a little choked up. What Christmas spirit and how beautifully portrayed!... Read More...
Never assume people know what you do!
When you are in the business of offering a service, people will come to you for information, advice, ideas, assistance and suggestions. This being the case, you have a responsibility to... Read More...
In my recent article in the first of this series, I shared a very effective approach to achieving that goal. I also mentioned that a couple of pieces of marketing collateral were important too and promised to discuss each in later articles.
So, let’s reflect on one of them… the value of a great homepage at the website.
Now, here is a basic question you should ask. Why do people go to a web site? In my opinion, they go for one reason. They want information and advice… particularly information and advice on where and what to buy now that they have made the decision to buy.
They say "I want a veterinary surgeon", "I want an expert in sales", "I want a washing machine" and then "Where do I get one?" So that’s when looking at a website becomes the logical choice. They want some advice, some help to convince them they should use such-and-such a person or firm.
To show you how hard this is for people to get that, go and look at the home page of your competitors. Don't they all prominently feature their name, logo, and lots of stuff about themselves and a list of a few services they provide?
Really, it is hard to decide whom they should choose… nothing that sucks their eyeballs into the screen.
Nothing that says, “If you’re looking for a great dentist here are 5 reasons to call me now!"
That’s what your web site should do. You should be different to everybody else, give people a reason to try you, some information or advice so they know you are the people they should use. What you have to do is make your entry different. You have to provide information, advice and assistance to help make the decision.
Therefore, to summarise here is what is important to have at the landing or home page of your web site.
- A great headline like “If You’re Looking for a Great Lawyer Here are 5 Reasons to Call Me!”
- Prominent, easy to find hyperlinks to pages that have all the information that answer the question or questions that made them look for a Lawyer (probably 5-7 of the most commonly asked reasons that people phone you for before making an appointment).
- Powerful testimonials (preferably video or, if not, audio with a photo, or merely written as a poor third) from happy clients that make it easy for people to see that you and your team are great lawyers. (Ensure they are always scrupulously accurate and verifiably true.)
- A video of you that is by far the most powerful element that should convince them that you “walk in their moccasins” and are part of the great legal team they should use. (I will share more on this in a future article.)
- Your phone number at the top right hand corner of the frame.
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Let’s get on with it!
Now the same sex marriage situation has been decided let’s get on with doing all the other important things in our community, business and life!... Read More...
Ignored your database?
I sometimes have a call from a client who, upon questioning, confesses rather ruefully and apologetically that they haven’t been in contact with their database recently (or at all). I’m a believer that you should be in touch with your database somewhere between six ... Read More...
Making things happen
If you’ve heard me speak you’ve probably heard me talk about the difference between the hen and the pig when it comes to breakfast. The hen is involved but the pig is committed! And nowhere does the difference become more manifest than when I’m talking to people about ... Read More...
The 6P’s in action
I don’t normally forward the sort of stuff we circulate to our friends and associates as part of our lighter reading, relaxation and entertainment. However, this is such a fantastic example of the 6P’s that I do want... Read More...
Another commercial
You’ll need to have a box of tissues handy before you view this one. I’ve got to admit I’m still a little choked up. What Christmas spirit and how beautifully portrayed!... Read More...
Never assume people know what you do!
When you are in the business of offering a service, people will come to you for information, advice, ideas, assistance and suggestions. This being the case, you have a responsibility to... Read More...
Part 1 14 November 2017
The other day a woman approached me for some advice on how to get in front of the decision maker in professional practices like lawyers, accountants, engineers and so on.
Not only did she want to get in front of the decision maker but she also wanted to convert them into a sale.
Well, for many people this is a difficult task and most would stumble on the way to success. But there is a proper way to plan and prepare a path that will produce a profitable outcome.
Before the task is tackled she needs to ask herself, “Exactly what problem will I be solving for them?” It needs to be a problem that worries them sick, keeps them awake at night or puts a big stone in their shoe. She should also ask herself “Do I believe passionately in my ability to help solve this problem and can I convince others of my skills?” Then she must be able to articulate that. She must have one of those good old elevator speeches that encapsulate the problem and what she can do about it. The ability to say in about 20 words or less “I solve the problem of blankety blank for professional practices”. Then it’s pretty simple. The first step is to find out the names of ten decision makers in ten different firms who have that problem and have the responsibility to solve it. The second step is for her to have the confidence to climb on the phone and get an appointment with each person. (This is where many people fail because when asked during that phone call what’s it all about they tend to suffer motormouth disease. They try and explain it all on the phone which leads to disaster.
The right way is to ignore the question and say “I solve the problem of blankety blank for firms like yours” and give the names of some similar firms for whom she has already solved that problem. And then persist with getting an appointment. Before going to each appointment some background research about the firm is highly recommended so she can ensure she knows how the problem she can solve is impacting upon them.
A great way of remembering how to approach this whole scenario is to:
1. Remind the prospect of their headache (graphically spell out the problem),
2. Increase the intensity of the headache by hitting them over the head with a hammer (by reminding them of the consequences if it’s not solved), and
3. Offer them the only aspirin in town (your solution)!
After the small talk at the appointment she must ask the right questions to establish that the decision maker has the problem. Then she must confidently explain what she achieves in solving the problem clearly, precisely and simply so that the decisionmaker wants to take the next step which is employing her.
Note that she does not explain the minutiae of what she does (that’s process) but sells the benefits. In other words, how she makes the headache go away and how great that feels.
Done the right way with confidence and clarity, she will have a little trickle of dribble running down the decision maker’s chin as they see their problems evaporate. Plus, of course, they will have a huge desire to hire her.
After each appointment she’ll get better and better and, with ten appointments lined up, her batting average should end up being around 6 out of 10. In other words, six sales! And, with that sort of average she’ll be very, very successful.
So, will you have the courage and commitment to follow this plan?
A couple of pieces of marketing collateral are really important too and I’ll discuss them in later articles. But, briefly, they are a great homepage at the website, a pithy, benefit laden brochure and maybe an exceptionally well-crafted LinkedIn entry.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Attention to detail
Every so often we all have great ideas and rush to make them happen but then get interrupted or diverted and don’t follow thorough. It’s a problem you’ve probably struck when you’ve seen something advertised and you’ve walked into, rung or emailed the store, only to... Read More...
A client advisory board, part 2
Now, there are two important questions the chairman should ask. One of them will ensure you really do lift your game, and that question is: what would we be doing if we were the best at what we do in Australia? If we were the best pharmacy in Australia, or if we were ... Read More...
The times we live in
I don’t normally circulate lots of the “stuff” that pervades the internet unless I think it’s really worthwhile to share with you… and this one is worthy of sharing. It’s an apt comment on today’s digital life. Oh, for those bygone days when knowing about each other ... Read More...
Another commercial
Mostly the commercials I find to show you are made by agencies (who like to win awards) for their big spending clients who have lots of money and like to make a splash (whether the commercials actually sell anything or not!). So it’s good to show you one for the web... Read More...
Read the instructions
It is often said that most men don’t read instructions but I think it’s more correct to say that most people don’t read instructions. Well, that is until they’ve had a couple of goes at doing something and, when they find they can’t get it to work, they... Read More...
Click Here to Read All Articles
The other day a woman approached me for some advice on how to get in front of the decision maker in professional practices like lawyers, accountants, engineers and so on.
Not only did she want to get in front of the decision maker but she also wanted to convert them into a sale.
Well, for many people this is a difficult task and most would stumble on the way to success. But there is a proper way to plan and prepare a path that will produce a profitable outcome.
Before the task is tackled she needs to ask herself, “Exactly what problem will I be solving for them?” It needs to be a problem that worries them sick, keeps them awake at night or puts a big stone in their shoe. She should also ask herself “Do I believe passionately in my ability to help solve this problem and can I convince others of my skills?” Then she must be able to articulate that. She must have one of those good old elevator speeches that encapsulate the problem and what she can do about it. The ability to say in about 20 words or less “I solve the problem of blankety blank for professional practices”. Then it’s pretty simple. The first step is to find out the names of ten decision makers in ten different firms who have that problem and have the responsibility to solve it. The second step is for her to have the confidence to climb on the phone and get an appointment with each person. (This is where many people fail because when asked during that phone call what’s it all about they tend to suffer motormouth disease. They try and explain it all on the phone which leads to disaster.
The right way is to ignore the question and say “I solve the problem of blankety blank for firms like yours” and give the names of some similar firms for whom she has already solved that problem. And then persist with getting an appointment. Before going to each appointment some background research about the firm is highly recommended so she can ensure she knows how the problem she can solve is impacting upon them.
A great way of remembering how to approach this whole scenario is to:
1. Remind the prospect of their headache (graphically spell out the problem),
2. Increase the intensity of the headache by hitting them over the head with a hammer (by reminding them of the consequences if it’s not solved), and
3. Offer them the only aspirin in town (your solution)!
After the small talk at the appointment she must ask the right questions to establish that the decision maker has the problem. Then she must confidently explain what she achieves in solving the problem clearly, precisely and simply so that the decisionmaker wants to take the next step which is employing her.
Note that she does not explain the minutiae of what she does (that’s process) but sells the benefits. In other words, how she makes the headache go away and how great that feels.
Done the right way with confidence and clarity, she will have a little trickle of dribble running down the decision maker’s chin as they see their problems evaporate. Plus, of course, they will have a huge desire to hire her.
After each appointment she’ll get better and better and, with ten appointments lined up, her batting average should end up being around 6 out of 10. In other words, six sales! And, with that sort of average she’ll be very, very successful.
So, will you have the courage and commitment to follow this plan?
A couple of pieces of marketing collateral are really important too and I’ll discuss them in later articles. But, briefly, they are a great homepage at the website, a pithy, benefit laden brochure and maybe an exceptionally well-crafted LinkedIn entry.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Attention to detail
Every so often we all have great ideas and rush to make them happen but then get interrupted or diverted and don’t follow thorough. It’s a problem you’ve probably struck when you’ve seen something advertised and you’ve walked into, rung or emailed the store, only to... Read More...
A client advisory board, part 2
Now, there are two important questions the chairman should ask. One of them will ensure you really do lift your game, and that question is: what would we be doing if we were the best at what we do in Australia? If we were the best pharmacy in Australia, or if we were ... Read More...
The times we live in
I don’t normally circulate lots of the “stuff” that pervades the internet unless I think it’s really worthwhile to share with you… and this one is worthy of sharing. It’s an apt comment on today’s digital life. Oh, for those bygone days when knowing about each other ... Read More...
Another commercial
Mostly the commercials I find to show you are made by agencies (who like to win awards) for their big spending clients who have lots of money and like to make a splash (whether the commercials actually sell anything or not!). So it’s good to show you one for the web... Read More...
Read the instructions
It is often said that most men don’t read instructions but I think it’s more correct to say that most people don’t read instructions. Well, that is until they’ve had a couple of goes at doing something and, when they find they can’t get it to work, they... Read More...
Click Here to Read All Articles
Why are you in business?
31 October 2017
Recently there was an article in the daily newspaper about a hairdresser at a kids’ hospital who was going broke.
Why?
Well, she was giving away free haircuts.
The report indicated that she saw so many children at the hospital who needed to be helped that her heart went out to them and she just had to give them all a free haircut.
She was thousands of dollars in the red and a fund was being created to help bail her out of trouble.
No matter how laudable were her intentions, I’m afraid there is no other word for her than “stupid”!
You see, when you go into business there is only one reason you go into business and that is to “make money”. Now, obviously you should make your money in a legally, morally, culturally and ethically acceptable way.
But, unless you make money you won’t be in business for very long.
And, in any event, making money is not what it’s all about. It’s really to pay the price tag on your dreams.
You’re in business to make sufficient money so you can prematurely retire to the beaches of the world with oceans of money washing all over your magnificent body.
If you’re not making money then you’re not in business no matter how much your heart bleeds for anyone or anything.
Make the money first and you’ll have the funds to finance your dreams. Then you can indulge yourself by helping whoever or whatever it is that you want to help.
ave a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Important news from Winno!
A couple of things that could be of great value to you and are worth grabbing! Every year I write and suggest that you buy a copy of How To Pick The Winner of the Melbourne Cup by my mate, Max Hitchins, who has probably picked more winners of the famous Melbourne Cup... Read More...
Worst taste ever?
I was snoozing quietly in front of television last night when this hopping mad email from my miracle worker, Felicity, exploded into my inbox! “Maybe I’m just being a little bit precious, but I have to say that when I saw a variation of this in a shop window ... Read More...
Low cost ways to make you memorable
“Has your car ever received a birthday card?” This was the question my mate Jurek Leon, Director of Curiosity and retail marketing expert, asked recently when he replayed an interview I’d done with him a while back. The replay came about because Jurek was savvy enough ... Read More...
Lessons from bees
The other day I was sitting quietly in my office working away when I noticed a humble, bumble bee buzzing around my ceiling. A minute or two later it was followed by a flotilla of bees. Now, I believe in the rule that you apply to snakes and thus to bees… if you don’t... Read More...
Another commercial
When you’re part of a creative team sometimes its darned difficult to find something different to say or an angle to make the client’s product or service interesting. Potato crisps would have to be in that category so here the agency has tried a Monty Python approach... Read More...
A client advisory board, part 1
Sometimes, we are too close to our business to know what we’re doing right and what we’re doing wrong. We need to get some external advice. To achieve this, you can set up a client advisory board. How do you do that? It’s very simple. You phone, say, four or five... Read More...
Click Here to Read All Articles
Recently there was an article in the daily newspaper about a hairdresser at a kids’ hospital who was going broke.
Why?
Well, she was giving away free haircuts.
The report indicated that she saw so many children at the hospital who needed to be helped that her heart went out to them and she just had to give them all a free haircut.
She was thousands of dollars in the red and a fund was being created to help bail her out of trouble.
No matter how laudable were her intentions, I’m afraid there is no other word for her than “stupid”!
You see, when you go into business there is only one reason you go into business and that is to “make money”. Now, obviously you should make your money in a legally, morally, culturally and ethically acceptable way.
But, unless you make money you won’t be in business for very long.
And, in any event, making money is not what it’s all about. It’s really to pay the price tag on your dreams.
You’re in business to make sufficient money so you can prematurely retire to the beaches of the world with oceans of money washing all over your magnificent body.
If you’re not making money then you’re not in business no matter how much your heart bleeds for anyone or anything.
Make the money first and you’ll have the funds to finance your dreams. Then you can indulge yourself by helping whoever or whatever it is that you want to help.
ave a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Important news from Winno!
A couple of things that could be of great value to you and are worth grabbing! Every year I write and suggest that you buy a copy of How To Pick The Winner of the Melbourne Cup by my mate, Max Hitchins, who has probably picked more winners of the famous Melbourne Cup... Read More...
Worst taste ever?
I was snoozing quietly in front of television last night when this hopping mad email from my miracle worker, Felicity, exploded into my inbox! “Maybe I’m just being a little bit precious, but I have to say that when I saw a variation of this in a shop window ... Read More...
Low cost ways to make you memorable
“Has your car ever received a birthday card?” This was the question my mate Jurek Leon, Director of Curiosity and retail marketing expert, asked recently when he replayed an interview I’d done with him a while back. The replay came about because Jurek was savvy enough ... Read More...
Lessons from bees
The other day I was sitting quietly in my office working away when I noticed a humble, bumble bee buzzing around my ceiling. A minute or two later it was followed by a flotilla of bees. Now, I believe in the rule that you apply to snakes and thus to bees… if you don’t... Read More...
Another commercial
When you’re part of a creative team sometimes its darned difficult to find something different to say or an angle to make the client’s product or service interesting. Potato crisps would have to be in that category so here the agency has tried a Monty Python approach... Read More...
A client advisory board, part 1
Sometimes, we are too close to our business to know what we’re doing right and what we’re doing wrong. We need to get some external advice. To achieve this, you can set up a client advisory board. How do you do that? It’s very simple. You phone, say, four or five... Read More...
Click Here to Read All Articles
Christmas Time preparation
17 October 2017
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Advertising Dung Beetles
A little while ago after I’d been to the rural areas of New Zealand I discussed some advertisements directed at the person on the land. Here is an advert I’ve had for a little while, quivering with excitement in anticipation of discussing it with you... Read More...
Always positive, always cockeyed!
Years ago, there was a show called South Pacific written by the much-loved Rogers & Hammerstein team. In the show the female lead sings “Cockeyed Optimist” which explains her point of view on life. What it means is that she sees the positive side of everything and ... Read More...
A business boosting word
When referring to the money, time or effort that a client, customer or patient spends to receive a product, service or benefit, don’t use the words ‘cost’ or ‘price.’ Those words indicate an expense with no return. Instead, use the word investment. This means payment ... Read More...
Another commercial
I was at the movies the other day and happened to see a quite lengthy advert for Heinz Beans. When I say lengthy, it runs for about 3 minutes which is a long time to hold an audience (and most of them talked the whole time) but I sat through it, loving it! It must... Read More...
How to write well
The late David Ogilvy was the founder of ad agency Ogilvy & Mather and wrote the book “Confessions of an Advertising Man.” It’s a great read and contains many tips that should be compulsory reading for all of us in business. Here is what he said on how to write... Read More...
Click Here to Read All Articles
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Advertising Dung Beetles
A little while ago after I’d been to the rural areas of New Zealand I discussed some advertisements directed at the person on the land. Here is an advert I’ve had for a little while, quivering with excitement in anticipation of discussing it with you... Read More...
Always positive, always cockeyed!
Years ago, there was a show called South Pacific written by the much-loved Rogers & Hammerstein team. In the show the female lead sings “Cockeyed Optimist” which explains her point of view on life. What it means is that she sees the positive side of everything and ... Read More...
A business boosting word
When referring to the money, time or effort that a client, customer or patient spends to receive a product, service or benefit, don’t use the words ‘cost’ or ‘price.’ Those words indicate an expense with no return. Instead, use the word investment. This means payment ... Read More...
Another commercial
I was at the movies the other day and happened to see a quite lengthy advert for Heinz Beans. When I say lengthy, it runs for about 3 minutes which is a long time to hold an audience (and most of them talked the whole time) but I sat through it, loving it! It must... Read More...
How to write well
The late David Ogilvy was the founder of ad agency Ogilvy & Mather and wrote the book “Confessions of an Advertising Man.” It’s a great read and contains many tips that should be compulsory reading for all of us in business. Here is what he said on how to write... Read More...
Click Here to Read All Articles
Try a smile!
3 October 2017
I find it quite amazing that common courtesies like a smile, a "hello" or a "thank you" are becoming rarer and rarer these days.
It's as if people think you're a little strange if you offer these friendly gestures to them. Yet, those are courtesies my parents instilled in me as a little tacker... and, because they’re hard to break, I'll have to continue to run the risk of looking "strange".
The one that really annoys me is when you wave an oncoming motorist through because of the narrowness of the road and they don’t bother to give you a wave of acknowledgment and thanks. Grrr!
It's worth running the risk of giving these great gestures though because, when somebody acknowledges you and flashes a smile, a "hello" or a "thank you" back to you it quite makes your day!
The disappearance of these courtesies has been making news in London as this report reveals.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Do more reading
Dr Peter Holsman, a holistic medical practitioner and a great friend of mine, combines the two worlds of medicine to help people really get on top of the world. I was delighted to see him encouraging people to consider becoming a bookworm. There are two reasons I... Read More...
The service secret
You know how we are always being promised great service by the businesses we deal with but we never seem to actually get it? Well, there is a way that every business could always deliver the service they promise. And how’s that? Steal from, or rather copy, a ... Read More...
Where does your business really come from?
So often I hear people in business say that most of their new business comes from the web. Now, for some sorts of businesses, that maybe totally be true, but for many traditional businesses that is nowhere near the truth. For example, when I cross examine some of them ... Read More...
Losing the art!
More and more I am convinced that business today is been conducted mainly in absentia, in other words virtually by email, message or social media. And that’s a real shame because you’ll always get a much better result when you can get face-to-face or... Read More...
Another commercial
There’s a Harley Davidson motor cycle dealer in Scottsdale AZ, quite naturally named Harley Davidson Scottsdale, who produce some great (and quite raunchy) commercials. Get an idea of what I’m talking about here: and then watch these two at your leisure. Quite amazing... Read More...
Thanks Dad!
I’m very happy with my winter crop of veggies! I’ve never had an interest in growing veggies apart from an occasional flirtation with tomatoes (I reached the pinnacle of my success last year!). However my dad loved his vegetable garden and worked in it... Read More...
Click Here to Read All Articles
I find it quite amazing that common courtesies like a smile, a "hello" or a "thank you" are becoming rarer and rarer these days.
It's as if people think you're a little strange if you offer these friendly gestures to them. Yet, those are courtesies my parents instilled in me as a little tacker... and, because they’re hard to break, I'll have to continue to run the risk of looking "strange".
The one that really annoys me is when you wave an oncoming motorist through because of the narrowness of the road and they don’t bother to give you a wave of acknowledgment and thanks. Grrr!
It's worth running the risk of giving these great gestures though because, when somebody acknowledges you and flashes a smile, a "hello" or a "thank you" back to you it quite makes your day!
The disappearance of these courtesies has been making news in London as this report reveals.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Do more reading
Dr Peter Holsman, a holistic medical practitioner and a great friend of mine, combines the two worlds of medicine to help people really get on top of the world. I was delighted to see him encouraging people to consider becoming a bookworm. There are two reasons I... Read More...
The service secret
You know how we are always being promised great service by the businesses we deal with but we never seem to actually get it? Well, there is a way that every business could always deliver the service they promise. And how’s that? Steal from, or rather copy, a ... Read More...
Where does your business really come from?
So often I hear people in business say that most of their new business comes from the web. Now, for some sorts of businesses, that maybe totally be true, but for many traditional businesses that is nowhere near the truth. For example, when I cross examine some of them ... Read More...
Losing the art!
More and more I am convinced that business today is been conducted mainly in absentia, in other words virtually by email, message or social media. And that’s a real shame because you’ll always get a much better result when you can get face-to-face or... Read More...
Another commercial
There’s a Harley Davidson motor cycle dealer in Scottsdale AZ, quite naturally named Harley Davidson Scottsdale, who produce some great (and quite raunchy) commercials. Get an idea of what I’m talking about here: and then watch these two at your leisure. Quite amazing... Read More...
Thanks Dad!
I’m very happy with my winter crop of veggies! I’ve never had an interest in growing veggies apart from an occasional flirtation with tomatoes (I reached the pinnacle of my success last year!). However my dad loved his vegetable garden and worked in it... Read More...
Click Here to Read All Articles
Attitude is omnipotent
19 September 2017
Recently my wife and I spent a couple days away on a brief break.
Every day or so we went down to the same franchised outlet as we do at home and had a coffee and a muffin (skim milk and low-fat of course!).
Now, being part of a franchise, you reckon everything would be exactly the same at each outlet.
But, no, it certainly wasn't the case!
And the difference was not the coffee or the muffin as they were made to the same exacting specifications at each outlet.
So what was the difference?
Quite simply, it was the attitude of the team members.
At the one near home, they are always cheerful, smiling and happy. What's more, if our order takes a little time to prepare they always bring it out to our table. No sweat, no problems.
At the outlet we've been going to on our holiday the attitude of the team member on duty (and unfortunately we've struck the same one each time) really sucked.
I think she must have been on that radical weight loss diet, the lemon diet. When you get up in the morning you cut 4 lemons into quarters and suck them ... by the time your lips are unpuckered, lunch and dinner are over.
Well I don't know whether that's the problem, but I do know that although she was polite she never smiled, responded perfunctorily and really just looked miserable. And she just yelled out to us to come and get our order.
Miserable is as miserable does and I'm sure it transfers itself to the coffee and the muffins.
They are nowhere near as good!
The lesson for you?
Make sure that the team who deliver your product or service check their attitude every day. Look after customers, clients and patients with a smile and plenty of enthusiasm as if they really mean it.
It's amazing how much their attitude will add lustre to your products and services. And when they do that, they'll make your clients, customers and patients feel great! They'll will reward you by spending more.
As the late Zig Ziglar always used to say, "It's your attitude not your aptitude that determines your altitude!"
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
A headline
About which I can say no more! Read and enjoy. Turn your business into a money maker! Discover the three black boxes to get your business really firing! Get them working for you and start making the money to prematurely retire to the beaches of the world while you are... Read More...
Seminar success
I’ve always been a big believer in holding seminars for lots of good reasons… the main one being that people think there will be a crowd so they can attend in safety and won’t be sold. However, the crowd works for the presenter too. Because, if the presenter does it ... Read More...
Three items you should see
Today I depart from my usual practice of writing about one topic. These are items I came across at the weekend and thought they are worthwhile sharing with you. This video graphically demonstrates how “unprivate” our lives really are nowadays. It’s a Social Media wake ... Read More...
The first step is always the hardest!
Are you like me and have got tons of projects you’d really like to get going on but never seem ready to make them happen? You just can’t get started. Well I’ve got the answer. It’s simple! Take the first step! It’s always the... Read More...
Another commercial
Well it seems like I introduce you to yet another clever commercial from Air New Zealand with monotonous regularity. This one is directed at Kiwis who are overseas and does it well by using a readily identifiable Kiwi (at least for Kiwis) to get their attention. Te... Read More...
Moving signs
People often forget how important the signage is on their motor vehicles. Often it is illegible, nonsensical or plain unhelpful. So, if you have a vehicle that is constantly on the road around the areas of your business, it’s a great idea to give your signage... Read More...
Recently my wife and I spent a couple days away on a brief break.
Every day or so we went down to the same franchised outlet as we do at home and had a coffee and a muffin (skim milk and low-fat of course!).
Now, being part of a franchise, you reckon everything would be exactly the same at each outlet.
But, no, it certainly wasn't the case!
And the difference was not the coffee or the muffin as they were made to the same exacting specifications at each outlet.
So what was the difference?
Quite simply, it was the attitude of the team members.
At the one near home, they are always cheerful, smiling and happy. What's more, if our order takes a little time to prepare they always bring it out to our table. No sweat, no problems.
At the outlet we've been going to on our holiday the attitude of the team member on duty (and unfortunately we've struck the same one each time) really sucked.
I think she must have been on that radical weight loss diet, the lemon diet. When you get up in the morning you cut 4 lemons into quarters and suck them ... by the time your lips are unpuckered, lunch and dinner are over.
Well I don't know whether that's the problem, but I do know that although she was polite she never smiled, responded perfunctorily and really just looked miserable. And she just yelled out to us to come and get our order.
Miserable is as miserable does and I'm sure it transfers itself to the coffee and the muffins.
They are nowhere near as good!
The lesson for you?
Make sure that the team who deliver your product or service check their attitude every day. Look after customers, clients and patients with a smile and plenty of enthusiasm as if they really mean it.
It's amazing how much their attitude will add lustre to your products and services. And when they do that, they'll make your clients, customers and patients feel great! They'll will reward you by spending more.
As the late Zig Ziglar always used to say, "It's your attitude not your aptitude that determines your altitude!"
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
A headline
About which I can say no more! Read and enjoy. Turn your business into a money maker! Discover the three black boxes to get your business really firing! Get them working for you and start making the money to prematurely retire to the beaches of the world while you are... Read More...
Seminar success
I’ve always been a big believer in holding seminars for lots of good reasons… the main one being that people think there will be a crowd so they can attend in safety and won’t be sold. However, the crowd works for the presenter too. Because, if the presenter does it ... Read More...
Three items you should see
Today I depart from my usual practice of writing about one topic. These are items I came across at the weekend and thought they are worthwhile sharing with you. This video graphically demonstrates how “unprivate” our lives really are nowadays. It’s a Social Media wake ... Read More...
The first step is always the hardest!
Are you like me and have got tons of projects you’d really like to get going on but never seem ready to make them happen? You just can’t get started. Well I’ve got the answer. It’s simple! Take the first step! It’s always the... Read More...
Another commercial
Well it seems like I introduce you to yet another clever commercial from Air New Zealand with monotonous regularity. This one is directed at Kiwis who are overseas and does it well by using a readily identifiable Kiwi (at least for Kiwis) to get their attention. Te... Read More...
Moving signs
People often forget how important the signage is on their motor vehicles. Often it is illegible, nonsensical or plain unhelpful. So, if you have a vehicle that is constantly on the road around the areas of your business, it’s a great idea to give your signage... Read More...
Find out why
A great question September 2017
Often, when I've been working with clients, I’ve found this question really helps me get to the bottom of why certain things happen.
The question is "why?"
So, let me give you an example.
"Then we put the serial number in this space here"
"Why?"
"Well, then we can transfer it to the backing sheet."
"Why?"
"Then we can match it back with the original batch number."
"Why?"
"Well, that's because we've always done it that way."
"But all you did was go around in a circle. You don't need to do that do you?"
"No, I guess not."
"So, let's not do it anymore."
Now that's an abbreviated and simplistic demonstration of how the “why?” question works. However, I often find if I keep on asking it, and the person I'm asking can maintain their temper and not get frustrated, we hit gold. We find out that what is being done isn't really necessary or discover a better way.
I guess it's just that nobody has ever stopped to think about what’s happening and why.
And I reckon, if you start asking "why?" in your business, you'll find out a whole lot of things you are doing that you could eliminate or do better.
"Why?" is a great question and asking it may work for you.
If it doesn't work for you, maybe you should be asking "why?"
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
A new angle
In an article in Forbes magazine, Forbes Staffer Caroline Howard writes “People are sometimes confused about the difference between innovation and disruption. It’s not exactly black and white, but there are real distinctions, and it’s not just splitting ... Read More...
Celebrate
I love getting emails from my local suppliers for two reasons… number one, because I’m a potential purchaser, and two, because I just love getting marketing material! I always enjoy getting an email from the wholesale butcher from whom we buy our meat. This one ... Read More...
Winning at negotiation
“When negotiating, the average person looks without seeing the meaning of the body language” my friend Derek Arden, one of the world’s foremost experts on negotiation, says in a recent article. What he says is worth reading so I reproduce his article here: One of my ... Read More...
More on the war on waste!
If you’re a regular reader of my blogs you’ll know how much it upsets me to see big full-page advertisements with just a picture and a few meaningless words or, worse still, no words at all. I’ve always believed that great advertising gives people ... Read More...
Another commercial
This one is reputed to be the most expensive one that brewer, Guinness, has ever made. Personally, I wonder why they spent that much. It’s called Tipping Point. And here’s the lowdown from the guys who made it, justifying the expense I guess. Turn your business into a... Read More...
Best spring wishes!
I was sitting at my desk waiting for the sun to beam through my window (as the Weather Bureau has promised) when it hit me that I should wish you all the best on the first day of spring. The harbinger of spring for me is the daffodil and, when I went to school, we all... Read More...
I’m proud of my boy
You know I’ve never rated myself as a great father. When I go to funerals and hear kids talking about their dads and how great they were, I sit there wondering what the hell my kids will find to say about me when I go. You see, I was always too busy working and... Read More...
Click Here to Read All Articlesdit.
Often, when I've been working with clients, I’ve found this question really helps me get to the bottom of why certain things happen.
The question is "why?"
So, let me give you an example.
"Then we put the serial number in this space here"
"Why?"
"Well, then we can transfer it to the backing sheet."
"Why?"
"Then we can match it back with the original batch number."
"Why?"
"Well, that's because we've always done it that way."
"But all you did was go around in a circle. You don't need to do that do you?"
"No, I guess not."
"So, let's not do it anymore."
Now that's an abbreviated and simplistic demonstration of how the “why?” question works. However, I often find if I keep on asking it, and the person I'm asking can maintain their temper and not get frustrated, we hit gold. We find out that what is being done isn't really necessary or discover a better way.
I guess it's just that nobody has ever stopped to think about what’s happening and why.
And I reckon, if you start asking "why?" in your business, you'll find out a whole lot of things you are doing that you could eliminate or do better.
"Why?" is a great question and asking it may work for you.
If it doesn't work for you, maybe you should be asking "why?"
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
A new angle
In an article in Forbes magazine, Forbes Staffer Caroline Howard writes “People are sometimes confused about the difference between innovation and disruption. It’s not exactly black and white, but there are real distinctions, and it’s not just splitting ... Read More...
Celebrate
I love getting emails from my local suppliers for two reasons… number one, because I’m a potential purchaser, and two, because I just love getting marketing material! I always enjoy getting an email from the wholesale butcher from whom we buy our meat. This one ... Read More...
Winning at negotiation
“When negotiating, the average person looks without seeing the meaning of the body language” my friend Derek Arden, one of the world’s foremost experts on negotiation, says in a recent article. What he says is worth reading so I reproduce his article here: One of my ... Read More...
More on the war on waste!
If you’re a regular reader of my blogs you’ll know how much it upsets me to see big full-page advertisements with just a picture and a few meaningless words or, worse still, no words at all. I’ve always believed that great advertising gives people ... Read More...
Another commercial
This one is reputed to be the most expensive one that brewer, Guinness, has ever made. Personally, I wonder why they spent that much. It’s called Tipping Point. And here’s the lowdown from the guys who made it, justifying the expense I guess. Turn your business into a... Read More...
Best spring wishes!
I was sitting at my desk waiting for the sun to beam through my window (as the Weather Bureau has promised) when it hit me that I should wish you all the best on the first day of spring. The harbinger of spring for me is the daffodil and, when I went to school, we all... Read More...
I’m proud of my boy
You know I’ve never rated myself as a great father. When I go to funerals and hear kids talking about their dads and how great they were, I sit there wondering what the hell my kids will find to say about me when I go. You see, I was always too busy working and... Read More...
Click Here to Read All Articlesdit.
Goodwill and attracting new clients
August 2017
G'day folks!
Build everyone’s business with this simple idea
Here’s another fantastic strategy for you to generate goodwill, attract new clients and build your business. It was devised by a very successful coffee shop owner but it can be used by any business.
She asked other businesses in her area to donate prizes for a competition she planned to run for the customers on her database. This was a great opportunity for those businesses to get exposure to a whole new database of customers who they may not have had as customers. All of the businesses she asked were happy to participate.
Then she did a mail out to all her database. This invited them to enter a draw to win a package of seven different prizes, donated by those other businesses. She added a big value grand prize as well.
Needless to say, the entries flooded in.
After the big prize draw, this innovative business owner put together a book of vouchers for all the businesses that had participated. A voucher book was sent to all entrants. It was crammed full of special (but very profitable) deals at all the participating businesses. The outcome… everybody who entered the competition won a prize!
The idea here is simple but very effective. Introduce your client base to other businesses in exchange for their assistance in your promotion. Not only is your business likely to be promoted to new clients through word-of-mouth of your customers, but you’ll also be introducing your customers to other companies that may be of interest to them. It doesn’t matter whether you’re a car dealer, a chiropractor, a plumber, a carpet supplier, a lawyer, a fitness coach or a supermarket, you can adapt this incredibly simple and highly successful strategy to work for you!
Oh, and one more thing! Notice that this canny business owner was wise enough to spend money on good old snail mail. In these days of e-mails crammed with spam people like nothing better than to get an envelope filled with interesting information in their letter box.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
You might find this a good read
As I said to my mate who forwarded this to me… “I reckon this is an excellent article and I’m gunna send it to my database and private mailing list. Thanks heaps!” I hope you enjoy it likewise. It’s from Alexander Green, Chief Investment Strategist, The Oxford ... Read More...
Post that video!
Recently I had some eye surgery done and, afterward, I was instructed to put drops in both eyes, three times a day. Now, I’ve never had to put drops in my eyes so I wasn’t really good at doing it. I ended up with more drops on my cheeks and chin than in my ... Read More...
Brilliant message
I really enjoyed this fantastic message from a good friend of mine, Wayne Berry. It’s worthwhile taking on board so watch it here. Invest $40 and turn your business into a money machine! Discover the 3 black boxes to get your business really firing! Get them ... Read More...
Another commercial
This one was obviously made in an attempt to go viral in the web world. Not one for broadcast TV but, because it features a squirrel (and animals are hugely popular video fodder), it probably did fairly well. It must’ve involved some great editing to get some of... Read More...
Click Here to Read All Articles
G'day folks!
Build everyone’s business with this simple idea
Here’s another fantastic strategy for you to generate goodwill, attract new clients and build your business. It was devised by a very successful coffee shop owner but it can be used by any business.
She asked other businesses in her area to donate prizes for a competition she planned to run for the customers on her database. This was a great opportunity for those businesses to get exposure to a whole new database of customers who they may not have had as customers. All of the businesses she asked were happy to participate.
Then she did a mail out to all her database. This invited them to enter a draw to win a package of seven different prizes, donated by those other businesses. She added a big value grand prize as well.
Needless to say, the entries flooded in.
After the big prize draw, this innovative business owner put together a book of vouchers for all the businesses that had participated. A voucher book was sent to all entrants. It was crammed full of special (but very profitable) deals at all the participating businesses. The outcome… everybody who entered the competition won a prize!
The idea here is simple but very effective. Introduce your client base to other businesses in exchange for their assistance in your promotion. Not only is your business likely to be promoted to new clients through word-of-mouth of your customers, but you’ll also be introducing your customers to other companies that may be of interest to them. It doesn’t matter whether you’re a car dealer, a chiropractor, a plumber, a carpet supplier, a lawyer, a fitness coach or a supermarket, you can adapt this incredibly simple and highly successful strategy to work for you!
Oh, and one more thing! Notice that this canny business owner was wise enough to spend money on good old snail mail. In these days of e-mails crammed with spam people like nothing better than to get an envelope filled with interesting information in their letter box.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
You might find this a good read
As I said to my mate who forwarded this to me… “I reckon this is an excellent article and I’m gunna send it to my database and private mailing list. Thanks heaps!” I hope you enjoy it likewise. It’s from Alexander Green, Chief Investment Strategist, The Oxford ... Read More...
Post that video!
Recently I had some eye surgery done and, afterward, I was instructed to put drops in both eyes, three times a day. Now, I’ve never had to put drops in my eyes so I wasn’t really good at doing it. I ended up with more drops on my cheeks and chin than in my ... Read More...
Brilliant message
I really enjoyed this fantastic message from a good friend of mine, Wayne Berry. It’s worthwhile taking on board so watch it here. Invest $40 and turn your business into a money machine! Discover the 3 black boxes to get your business really firing! Get them ... Read More...
Another commercial
This one was obviously made in an attempt to go viral in the web world. Not one for broadcast TV but, because it features a squirrel (and animals are hugely popular video fodder), it probably did fairly well. It must’ve involved some great editing to get some of... Read More...
Click Here to Read All Articles
Building Loyalty and engaging with your Customers
Coping with Amazon (and other big boys) August 2017
Recently we moved a couple of kilometres away from where we used to live, but my wife and I still use the pharmacy that was just across the road from the old place. It's a journey that takes us maybe 15 minutes but we do appreciate the guys (and their predecessors) who have been our friendly chemists for 40 years.
I was talking to one of the owners of the pharmacy recently and mentioned that, although they were further away and it was probably easier to go somewhere closer, we hadn't considered it.
Being a bit cheeky, I did add that over the forty years we had dealt with them they had never really done much to build our loyalty. Convenient location had been what kept us loyal. Sure, if recollection serves me right, we had had a couple of calendars and an invitation to their Saturday morning Christmas sausage sizzle.
As I had the wind behind me I asked him why he didn't use his database to stay in touch with us and his other clients. After all, as a pharmacist he would have my address on every prescription I get and it would be easy to get my permission to add that into his email list. I pointed out that staying in touch was the foundation of generating client loyalty and would be his best protection as Amazon and the discount chemists come thundering in.
Possibly, I pondered as I talked to him, he was worried that he had nothing to email us about. From my point of view, he really had lots to tell us about. Like so many experts he was guilty of the curse of assumption, believing we already knew the stuff he could talk to us about. And of course, that's not the case… he's the expert and would have so much information relevant to us he could share.
So, opening my mouth a bit further I asked why he and his team didn't increase the value of every sale they made to me when
I came in for a prescription.
For example, I pointed out, there are so many weeds and seeds (more commonly known as natural therapies) that should be recommended when taking certain medicines. If they didn't tell me, I wouldn't know and therefore I couldn't buy.
I suggested therefore that he should begin training his team and himself in the fine art of companion selling. Increasing the value of every sale.
That was a couple of weeks ago and nothing has happened. Sadly, I guess because the advice cost nothing that would be how it was valued and nothing will happen.
Shame, damn shame!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Interesting perspective
You may enjoy reading this report – “Australia’s 2017-2018 Outlook“. I’ve enjoyed Phil Ruthven’s presentations at many conferences and always found what he says to be listenable, interesting and on the money. Pick Winno’s Brain If you’ve got a ... Read More...
Attention getters
I am always looking for eye-catching headlines, subject lines, letter box droppers and other imaginative devices and a couple of items caught my attention the other day. The first was a great subject line in an email, which was quite simply… You won’t believe ... Read More...
Owning the neighbourhood
I continually stress the importance of business people becoming really well known in their local area. For that reason, I just love local newspapers which are surprisingly well read by local people. That’s why it was beaut to see UK speaking colleague, Alan Stevens, ... Read More...
Personal preferences
Often when I’m talking to a client and are suggesting a course of marketing action they respond with something along the lines of, “Oh no, my clients wouldn’t like that.” What they really mean is that they don’t like the idea and they are ... Read More...
Getting people together
Yesterday at McDonald’s I was having a quiet contemplative cup of coffee and a toastie (great value for just three dollars). I noticed a large crowd of people had assembled and were chatting over coffee. They were members of the Porsche club having a bit of a... Read More...
Click Here to Read All Articles
Recently we moved a couple of kilometres away from where we used to live, but my wife and I still use the pharmacy that was just across the road from the old place. It's a journey that takes us maybe 15 minutes but we do appreciate the guys (and their predecessors) who have been our friendly chemists for 40 years.
I was talking to one of the owners of the pharmacy recently and mentioned that, although they were further away and it was probably easier to go somewhere closer, we hadn't considered it.
Being a bit cheeky, I did add that over the forty years we had dealt with them they had never really done much to build our loyalty. Convenient location had been what kept us loyal. Sure, if recollection serves me right, we had had a couple of calendars and an invitation to their Saturday morning Christmas sausage sizzle.
As I had the wind behind me I asked him why he didn't use his database to stay in touch with us and his other clients. After all, as a pharmacist he would have my address on every prescription I get and it would be easy to get my permission to add that into his email list. I pointed out that staying in touch was the foundation of generating client loyalty and would be his best protection as Amazon and the discount chemists come thundering in.
Possibly, I pondered as I talked to him, he was worried that he had nothing to email us about. From my point of view, he really had lots to tell us about. Like so many experts he was guilty of the curse of assumption, believing we already knew the stuff he could talk to us about. And of course, that's not the case… he's the expert and would have so much information relevant to us he could share.
So, opening my mouth a bit further I asked why he and his team didn't increase the value of every sale they made to me when
I came in for a prescription.
For example, I pointed out, there are so many weeds and seeds (more commonly known as natural therapies) that should be recommended when taking certain medicines. If they didn't tell me, I wouldn't know and therefore I couldn't buy.
I suggested therefore that he should begin training his team and himself in the fine art of companion selling. Increasing the value of every sale.
That was a couple of weeks ago and nothing has happened. Sadly, I guess because the advice cost nothing that would be how it was valued and nothing will happen.
Shame, damn shame!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Interesting perspective
You may enjoy reading this report – “Australia’s 2017-2018 Outlook“. I’ve enjoyed Phil Ruthven’s presentations at many conferences and always found what he says to be listenable, interesting and on the money. Pick Winno’s Brain If you’ve got a ... Read More...
Attention getters
I am always looking for eye-catching headlines, subject lines, letter box droppers and other imaginative devices and a couple of items caught my attention the other day. The first was a great subject line in an email, which was quite simply… You won’t believe ... Read More...
Owning the neighbourhood
I continually stress the importance of business people becoming really well known in their local area. For that reason, I just love local newspapers which are surprisingly well read by local people. That’s why it was beaut to see UK speaking colleague, Alan Stevens, ... Read More...
Personal preferences
Often when I’m talking to a client and are suggesting a course of marketing action they respond with something along the lines of, “Oh no, my clients wouldn’t like that.” What they really mean is that they don’t like the idea and they are ... Read More...
Getting people together
Yesterday at McDonald’s I was having a quiet contemplative cup of coffee and a toastie (great value for just three dollars). I noticed a large crowd of people had assembled and were chatting over coffee. They were members of the Porsche club having a bit of a... Read More...
Click Here to Read All Articles
there are more powerful words
11 July 2017
Here’s quite a good-looking email from a book seller that could be improved by substituting one much more powerful word for a couple in that headline.
Not only would it make the headline shorter and punchier it would probably generate far better click throughs to the selling page.
So, what am I suggesting?
Change the headline to read “Buy one, get one free!”
Too often we use fractions or percentages believing that the average person either “gets them” or can work them out. Now although “50% off” sounds simple the fact is that a huge number of people don’t know what it means.
Years ago, we did some fish bowl market research where we observed a cross section of people wrestling with percentages often used in advertising. The rate of comprehension for the “50% off” phrase was dismal.
On the other hand, almost everyone understood “buy one, get one free!”
Although the vendor would need to give away a few more dollars I am sure the extra sales would mean a far better bottom line result.
It's why the headline “Buy one, get one free!” will almost always outpull “Buy two for the price of one!”
The word “free” is on my list of the 12 most powerful words. Send us an email if you’d like a copy of it.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
I couldn’t say it any better!
Regular readers of my articles will know that I’ve been bleating about the poor service some medical practices deliver to their patients (me included) not in terms of the treatment they provide but rather in the way they interact with people in the reception area ... Read More...
A sad demonstration
Here’s a real world demonstration of why I’m always saying please don’t reverse out of white. Now what do I mean by that phrase “reverse out of white”? Well it’s a popular method that graphic artists use to make advertisements look good ... Read More...
Tricks (or tips) of the trade
If you’re a reasonably regular reader, you will recall I’ve been full of praise for those who give us great ideas to make life simpler. In recent times, for instance, I’ve mentioned ones about bagging bread and plastic waste. And it’s amazing ... Read More...
Another commercial
I think that maybe you, and certainly me, hate the idea of the American way of almost every citizen having one or more guns. That makes the use of a gun in this commercial quite acceptable in the USA and it does, whether you like it or not, make the point very well ... Read More...
Size isn’t important
That’s a truism I’ve always believed and one of the places I am constantly reminded of its truth is in advertising. That’s because I frequently see advertisers spending a big gob of money on a full page advertisement with a photo and not much by way of “reasons why” ... Read More...
Click Here to Read All Articles
Here’s quite a good-looking email from a book seller that could be improved by substituting one much more powerful word for a couple in that headline.
Not only would it make the headline shorter and punchier it would probably generate far better click throughs to the selling page.
So, what am I suggesting?
Change the headline to read “Buy one, get one free!”
Too often we use fractions or percentages believing that the average person either “gets them” or can work them out. Now although “50% off” sounds simple the fact is that a huge number of people don’t know what it means.
Years ago, we did some fish bowl market research where we observed a cross section of people wrestling with percentages often used in advertising. The rate of comprehension for the “50% off” phrase was dismal.
On the other hand, almost everyone understood “buy one, get one free!”
Although the vendor would need to give away a few more dollars I am sure the extra sales would mean a far better bottom line result.
It's why the headline “Buy one, get one free!” will almost always outpull “Buy two for the price of one!”
The word “free” is on my list of the 12 most powerful words. Send us an email if you’d like a copy of it.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
I couldn’t say it any better!
Regular readers of my articles will know that I’ve been bleating about the poor service some medical practices deliver to their patients (me included) not in terms of the treatment they provide but rather in the way they interact with people in the reception area ... Read More...
A sad demonstration
Here’s a real world demonstration of why I’m always saying please don’t reverse out of white. Now what do I mean by that phrase “reverse out of white”? Well it’s a popular method that graphic artists use to make advertisements look good ... Read More...
Tricks (or tips) of the trade
If you’re a reasonably regular reader, you will recall I’ve been full of praise for those who give us great ideas to make life simpler. In recent times, for instance, I’ve mentioned ones about bagging bread and plastic waste. And it’s amazing ... Read More...
Another commercial
I think that maybe you, and certainly me, hate the idea of the American way of almost every citizen having one or more guns. That makes the use of a gun in this commercial quite acceptable in the USA and it does, whether you like it or not, make the point very well ... Read More...
Size isn’t important
That’s a truism I’ve always believed and one of the places I am constantly reminded of its truth is in advertising. That’s because I frequently see advertisers spending a big gob of money on a full page advertisement with a photo and not much by way of “reasons why” ... Read More...
Click Here to Read All Articles
Who makes the rules and who are they for?
27 June 2017
As old age slowly creeps up on me I’m finding more and more reasons to go and see medical people.
Now, I’ve always had a beef with most of them because they're about the worst people at keeping appointments. They use the hoary old excuse that, since they never know when they going to have emergencies, they will unfortunately run late.
Of course, when an emergency does arrive, the team members could ring people who are scheduled for appointments and let them know. But, because it's not customary to do so, it's rare when any medical receptionist provides that courtesy.
And, in the case of most medical practices, I believe that it's not the person who owns the business that runs the business. I think the actual medical people are so involved in doing what they do that they leave the running of the office to others. So, it’s those “others” who set the rules and they are generally designed to suit them rather than patients.
A case in point.
The other day, along with the other five or so other people, I had a procedure performed and was asked to attend for a check the next day at 8:30 AM.
Well, since none of us wanted to be last in the queue we all arrived 15 or so minutes early hoping to be first. Like me, everyone believed that we could walk into the reception area, take a seat and wait our turn.
But the staff of the establishment had different ideas!
Even though they were there working away in the office we were not allowed into reception but had to stand and wait outside on a rather chilly winter’s day. When one staff member came to the door we thought she had taken pity on us but it was merely to tell us they had work to do and we couldn't come in till 8.30!
So, there we stood, shivering and gazing through the window at the vacant chairs in the nice, warm reception area wondering what problem we would have caused by us being there. Obviously, the staff thought we would disturb their work and probably be plain nuisances.
I'm sure the owner of the practice, a very good medical man, would have been hugely disappointed to know that such a practice was in place. But, of course, his expertise is medicine, so he leaves it to the people he believes have the expertise in customer service.
It very simply boils down to this question… in your business who makes the rules and who are they designed to serve?
If it's not your customers, clients, patients or prospects then you should make some changes immediately.
What's that old saying? People never care how much you know until they know how much you care.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Tricks of the trade
I always love it when an expert in their field gives me great ideas in a simple and memorable way, a trick of the trade. For example, I always remember a girl at a bakery explaining that “Bread in a brown paper bag keeps crustier but bread in a plastic bag keeps ... Read More...
Another what a waste
I’ve always believed you only advertise to get the attention of people who don’t know you, what you do and what you’ve got for them. If they already know you then you ought to have better ways to reach them with info they need to know, with using ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 12
Never ever say “thank you” When you have finished your speech (and have the audience eating out of your hand), never ever say “thank you”. You see, it is the audience who should thank you for the opportunity of hearing your words. Finish, ... Read More...
Would you?
I must confess… of all the fast food options we have available my favourite is Red Rooster. That means I have the app and as a result get all the Red Rooster promotional materials. I must admit I was a bit taken aback when I received an email to tell me that I could ... Read More...
Another commercial
You really do have to love this one. It’s a commercial for New Walkers Poppadums and it certainly rocks! Did it sell any Poppadums for the Walker Company? I don’t know but who cares? Just enjoy it! Pick Winno’s Brain If you’ve got a knotty problem or you’d like ... Read More...
You gotta love this!
Yes, I know I berate advertisers for pointless, non business generating adverts, but I’ve gotta forgive the Xero accounting software people for this! I reckon it gets the point across to its target market of farmers beautifully well. We all know that most ... Read More...
Click Here to Read All Articles
As old age slowly creeps up on me I’m finding more and more reasons to go and see medical people.
Now, I’ve always had a beef with most of them because they're about the worst people at keeping appointments. They use the hoary old excuse that, since they never know when they going to have emergencies, they will unfortunately run late.
Of course, when an emergency does arrive, the team members could ring people who are scheduled for appointments and let them know. But, because it's not customary to do so, it's rare when any medical receptionist provides that courtesy.
And, in the case of most medical practices, I believe that it's not the person who owns the business that runs the business. I think the actual medical people are so involved in doing what they do that they leave the running of the office to others. So, it’s those “others” who set the rules and they are generally designed to suit them rather than patients.
A case in point.
The other day, along with the other five or so other people, I had a procedure performed and was asked to attend for a check the next day at 8:30 AM.
Well, since none of us wanted to be last in the queue we all arrived 15 or so minutes early hoping to be first. Like me, everyone believed that we could walk into the reception area, take a seat and wait our turn.
But the staff of the establishment had different ideas!
Even though they were there working away in the office we were not allowed into reception but had to stand and wait outside on a rather chilly winter’s day. When one staff member came to the door we thought she had taken pity on us but it was merely to tell us they had work to do and we couldn't come in till 8.30!
So, there we stood, shivering and gazing through the window at the vacant chairs in the nice, warm reception area wondering what problem we would have caused by us being there. Obviously, the staff thought we would disturb their work and probably be plain nuisances.
I'm sure the owner of the practice, a very good medical man, would have been hugely disappointed to know that such a practice was in place. But, of course, his expertise is medicine, so he leaves it to the people he believes have the expertise in customer service.
It very simply boils down to this question… in your business who makes the rules and who are they designed to serve?
If it's not your customers, clients, patients or prospects then you should make some changes immediately.
What's that old saying? People never care how much you know until they know how much you care.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Tricks of the trade
I always love it when an expert in their field gives me great ideas in a simple and memorable way, a trick of the trade. For example, I always remember a girl at a bakery explaining that “Bread in a brown paper bag keeps crustier but bread in a plastic bag keeps ... Read More...
Another what a waste
I’ve always believed you only advertise to get the attention of people who don’t know you, what you do and what you’ve got for them. If they already know you then you ought to have better ways to reach them with info they need to know, with using ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 12
Never ever say “thank you” When you have finished your speech (and have the audience eating out of your hand), never ever say “thank you”. You see, it is the audience who should thank you for the opportunity of hearing your words. Finish, ... Read More...
Would you?
I must confess… of all the fast food options we have available my favourite is Red Rooster. That means I have the app and as a result get all the Red Rooster promotional materials. I must admit I was a bit taken aback when I received an email to tell me that I could ... Read More...
Another commercial
You really do have to love this one. It’s a commercial for New Walkers Poppadums and it certainly rocks! Did it sell any Poppadums for the Walker Company? I don’t know but who cares? Just enjoy it! Pick Winno’s Brain If you’ve got a knotty problem or you’d like ... Read More...
You gotta love this!
Yes, I know I berate advertisers for pointless, non business generating adverts, but I’ve gotta forgive the Xero accounting software people for this! I reckon it gets the point across to its target market of farmers beautifully well. We all know that most ... Read More...
Click Here to Read All Articles
The true paperless office 13 June 2017
Well, now I've seen it at last... a true paperless accountant's office.
Yes, I know lots of people have been bleating about having a paperless office for years but very few seem to have really got it together. Many accountants (and other assorted claimants) who said they had achieved it still seem to have lots of paper and files littering the place.
That's why it was great to visit my accountant friend Greg who, with his wife, is living in their lifestyle home on one of the beaches of the world. He is living the life he loves and loving the life he lives, yet still dealing with a number of great quality, small business clients.
He relocated from his downtown, provincial city office where he had all the attendant problems of running a traditional office... renting office space, employing staff, having clients visit, battling traffic, working dawn to dusk and so on
After a few years of that life, he resolved to get rid of that and build his ideal practice in his ideal location where the sun never stops shining.
He resolved to use all of the great software that's now available to handle all of those tasks that took time and people to do manually and to outsource laborious low value work where necessary.
And everything, yes everything, gets stored in the cloud.
Now he and his wife work the hours they want from their office at home and meet clients they like when they like in their beaut client lounge.
Being accountants they are very busy at some times of the year but they can plan that "busyness" to suit themselves and their lifestyle.
During other times of the year work slows down and life is not as busy so they can do exactly what they want to do when they want to do it. If that involves travel, it's no problem because they can work remotely from anywhere in the world.
It was all summed up for me when I saw (and it wasn't done for me specially) they both have clean desks… something many of us strive for but never achieve.
An important takeaway from this is to recognise the two of them are living the life now... when they are in a position to enjoy it. They are not working toward retiring some time in the future but effectively are already living a retirement lifestyle and doing what they like when they like.
Of course Greg is a whizz at taking advantage of all the great software that's available to make life easier and more efficient.
I particularly liked software called "LastPass" which looks after all of those passwords you must remember but never have a safe place to keep them. Have a look at it. I think you'll use it just like I am planning to do.
What's in this epistle for you? Simple, learn from Greg and start planning to get to the life and lifestyle you'll love NOW!
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
The myth of first impressions
Yes, I know, I’ve extolled the virtues of the homily ‘you never get a second chance at a first impression’. But contrary to that view there is also the advice ‘you can’t judge a book by its cover’. This all came home to me the other day I was having a chat ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 10
Forget about gestures Many people want to add elaborate hand or body gestures to emphasise parts of their speech. Doing so, however, creates an air of artificiality about your speech. Relax, let gestures come naturally. Each of us uses gestures in normal conversation ... Read More...
Go ahead, make my day!
Isn’t it great when somebody does or says something that really makes you feel great? Here, someone else may help to make Clint Eastwood’s day: Although it’s not hard for someone to make your day, it doesn’t happen very often. So when it happens, as ... Read More...
Another commercial
Now here’s one that will give you a laugh and certainly get the advertiser’s name and business across although I’m not sure that it will increase sales hugely. Titled “Not under my roof!” it’s much easier to watch than those boring price focused Bunnings ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 11
Always have a comfortable speaking position You should experiment with different positions for your feet until you find one that is comfortable and then stay with it, perhaps only changing the leading foot from left to right (or vice versa) for a little variety ... Read More...
Click Here to Read All Articlese to edit.
build a better brighter business:
G'day folks!
It's in their DNA 30 May 2017
If you see a photo being circulated of a grumpy old man who hissed at a happy couple in a movie theatre, then look no further. It's me!
Let me explain.
The other night my wife and I went to the movies. If you are a dog lover it was to see that marvellous movie A Dog’s Purpose. (If you hated Red Dog then don’t go!)
Now I get to the movies fairly early so that I can see the advertisements (purely out of professional interest) and to watch the trailers (so we can decide the next movie we want to see). As you know, when the trailers are being screened the lights are dimmed and many people carry on with normal conversation; that doesn’t worry me.).
It was at that juncture that the woman sitting alongside me decided to investigate every conceivable facility on her phone, which was very large with a bright screen, for the next 10 minutes. That meant she had the full bright glare and accompanying sounds of her phone on during the first five minutes of the movie, a time when much of the plot is often being established. In any event, after a final investigation of her phone she put it away in a rather noisy and commodious bag.
At last I settled back to relax but, of course, more was to happen.
From that rather large bag she pulled out a huge and noisily packaged bag of the crunchiest confectionery God has devised. It came in a bag that generated sound when just being looked at and even louder sound when she or her partner plunged their hands in it to get more gobfuls of those delicious, noisy morsels.
I grinned and beared these extraordinary sounds for the next hour, yes, the next hour.
But then something snapped and this usually gentle, middle-aged gentleman morphed into an extremely cranky old man.
"For heaven's sake," I hissed!
That did the trick. She stopped eating the confectionery, closed the bag up noisily and stowed it away.
We watched the rest of the movie in what was obviously strained silence. But I managed to enjoy it although extremely conscious of being so cranky.
But why is it that people go to the movies and noisily consume every conceivable type of confectionery to their heart's content? I'm sure they forget they are in a cinema surrounded by other people; they think they're at home in their own lounge room where they can chew, chomp and emit bodily sounds to their heart’s content.
It's not in their DNA to think of other people.
But that wasn't the last of it! When we left the movie theatre there were eight senior-citizens who’d also been to the movies. They were discussing what they’d seen… spread completely across the pavement, completely oblivious to the fact they were blocking everybody's ability to get past. They just didn’t notice the inconvenience they were causing other people.
It was obviously not in their DNA to think of other people.
So, check the DNA of your team members. Make sure they understand and practice the lost art of being courteous to others, aware of people around them and treating them with the respect they would wish for themselves. (Don’t forget to check yourself out either!)
That's the good DNA.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Amazing speed of disruption
The end of petrol cars could be just eight years away, so I found this article from The Age very interesting. When you consider the speed with which Uber and airbnb created disruption in their industries it should make you consider the likely disruption in your ... Read More...
On being fair
Here is a wonderful demonstration of how team members feel if they are not being treated the same as their colleagues for equal effort and results. See what happens when two Monkeys were paid unequally. Pick Winno’s Brain If you’ve got a knotty problem or you’d like ... Read More...
What’s in a name?
Plenty! Particularly if, like me, you use your second given name rather than your first. And it’s probably very annoying if you’ve got a name that’s difficult to pronounce or one that’s more suited to another tongue. Wherever I go, where it is ... Read More...
What a waste
Here’s a great big full page advert run no doubt in every metropolitan newspaper around Australia. It’s part of a big PR campaign by BHP to promote the fact that it’s dropping the ‘Billiton’ off its name. Interestingly, once upon a time ... Read More...
It's in their DNA 30 May 2017
If you see a photo being circulated of a grumpy old man who hissed at a happy couple in a movie theatre, then look no further. It's me!
Let me explain.
The other night my wife and I went to the movies. If you are a dog lover it was to see that marvellous movie A Dog’s Purpose. (If you hated Red Dog then don’t go!)
Now I get to the movies fairly early so that I can see the advertisements (purely out of professional interest) and to watch the trailers (so we can decide the next movie we want to see). As you know, when the trailers are being screened the lights are dimmed and many people carry on with normal conversation; that doesn’t worry me.).
It was at that juncture that the woman sitting alongside me decided to investigate every conceivable facility on her phone, which was very large with a bright screen, for the next 10 minutes. That meant she had the full bright glare and accompanying sounds of her phone on during the first five minutes of the movie, a time when much of the plot is often being established. In any event, after a final investigation of her phone she put it away in a rather noisy and commodious bag.
At last I settled back to relax but, of course, more was to happen.
From that rather large bag she pulled out a huge and noisily packaged bag of the crunchiest confectionery God has devised. It came in a bag that generated sound when just being looked at and even louder sound when she or her partner plunged their hands in it to get more gobfuls of those delicious, noisy morsels.
I grinned and beared these extraordinary sounds for the next hour, yes, the next hour.
But then something snapped and this usually gentle, middle-aged gentleman morphed into an extremely cranky old man.
"For heaven's sake," I hissed!
That did the trick. She stopped eating the confectionery, closed the bag up noisily and stowed it away.
We watched the rest of the movie in what was obviously strained silence. But I managed to enjoy it although extremely conscious of being so cranky.
But why is it that people go to the movies and noisily consume every conceivable type of confectionery to their heart's content? I'm sure they forget they are in a cinema surrounded by other people; they think they're at home in their own lounge room where they can chew, chomp and emit bodily sounds to their heart’s content.
It's not in their DNA to think of other people.
But that wasn't the last of it! When we left the movie theatre there were eight senior-citizens who’d also been to the movies. They were discussing what they’d seen… spread completely across the pavement, completely oblivious to the fact they were blocking everybody's ability to get past. They just didn’t notice the inconvenience they were causing other people.
It was obviously not in their DNA to think of other people.
So, check the DNA of your team members. Make sure they understand and practice the lost art of being courteous to others, aware of people around them and treating them with the respect they would wish for themselves. (Don’t forget to check yourself out either!)
That's the good DNA.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Amazing speed of disruption
The end of petrol cars could be just eight years away, so I found this article from The Age very interesting. When you consider the speed with which Uber and airbnb created disruption in their industries it should make you consider the likely disruption in your ... Read More...
On being fair
Here is a wonderful demonstration of how team members feel if they are not being treated the same as their colleagues for equal effort and results. See what happens when two Monkeys were paid unequally. Pick Winno’s Brain If you’ve got a knotty problem or you’d like ... Read More...
What’s in a name?
Plenty! Particularly if, like me, you use your second given name rather than your first. And it’s probably very annoying if you’ve got a name that’s difficult to pronounce or one that’s more suited to another tongue. Wherever I go, where it is ... Read More...
What a waste
Here’s a great big full page advert run no doubt in every metropolitan newspaper around Australia. It’s part of a big PR campaign by BHP to promote the fact that it’s dropping the ‘Billiton’ off its name. Interestingly, once upon a time ... Read More...
G'day folks!
Build a better brighter business 17 May 2017
I was talking to a group of business people recently and it was obvious they were expecting to get the latest high faluting management mantras they could take away and immediately ignore.
After all, isn’t that what happens when you go to a conference? You get all charged up and then go back to the business and do absolutely nothing about all the stuff that got you so excited?
Yet it’s worth remembering there always a few simple, easy-to-implement ideas that can make ordinary businesses good and good businesses great. So I tossed a few to the group and here are just 5 of them that can turbo-charge your business:
- Treat new clients well... and treat old clients even better! Old clients have been with you many years and contributed to your income. Competitors would love to get their hands on them. Don’t let them get the chance!
- Phone a client without wanting to sell anything. Simply say: “Hi there. Just rang to ask, ‘How’s things?’” This shows you are thinking of your client as a person, not as just part of your bottom line.
- Be positive about pricing. Don’t reduce your prices. Instead, concentrate on giving value for money. A reduction of 30% in your margins might mean you have to double your volume – and this could be a very quick way of going out of business. Furthermore, in you’re in a service industry and people see you cut your prices they worry that you’re going to cut your service.
- If you’re thinking of making changes – to prices or otherwise – do your homework. There are programs that allow you to see what will happen if you make changes. Use them to model the impact on your business before you change anything. Will the changes be profitable, or will they be a disaster?
- Make sure your team realise that your business success directly relates to their livelihood. When they deal with clients they’re dealing with their own money as much as yours.
By the way, why have I made just 5 suggestions rather than a whole raft of them? Well, it’s quite simple really! The time management experts reckon we can only comfortably cope with about 5 extra tasks in addition to what we normally do. So I’d rather give you these 5 that you’ve got a chance of doing rather than a daunting list of lots!
Have a f-a-n-t-a-s-t-i-c day... Winno
How to Hold an Audience in the Palm of Your Hand! Part 1
Having your business participate in seminars, meetings and other gatherings is an important part of the marketing process. It’s a great way of getting your company, your people and your message known. Like most things that are worth doing, seminars, and more ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 2
Decide on a “what’s in it for me” (WIIFM) for your audience. Putting a speech together is like composing any other form of communication. It’s like any other message, such as an advertisement, that has to appeal to an end consumer. To have ... Read More...
And now here's this fortnight's blog articles - Felicity
How to Hold an Audience in the Palm of Your Hand! Part 3
Write the speech like an essay Now that you know how long each part of the speech has to be you should ascertain how long it takes you to speak a page of your notes at a normal pace. When you know that, you can determine how many pages are needed for each section of ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 4
Remove the big words and long sentences. When you are satisfied with your essay, go through it very carefully and remove or replace as many of the big words (three syllables or more) and jargon phrases as possible. Go for words of two syllables wherever possible and ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 5
Insert the ‘white spaces’ One of the things that makes a good advertisement is the amount of white space surrounding the words. Advertising writers know that ads are easier to read when there is lots of white space to balance the words. And so it is with ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 6
Rehearse your speech Now that you have added life to your speech you should put the three Ps into action and say the speech aloud to yourself as many times as possible. The best place to practice your speech is the bathroom because it has the sort of acoustics you ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 7
Print your speech onto cards Most speakers tend to blow an audience’s mind into immediate uninterest by strolling out to the lectern with a sheaf of papers in their hand. When an audience sees a huge pile of notes they suspect right from the start that the ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 8
Stay cool When the time comes for you to deliver your speech, be prepared. Take a little bit of time before your moment of glory to get yourself ready. For example, empty your pockets of keys and coins so you don’t have anything to rattle as you walk to the ... Read More...
How to Hold an Audience in the Palm of Your Hand! Part 9
Establish eye contact Many novice speakers will tell you that you should look about a metre above the heads of the audience. This, however is a guaranteed way of making the audience think the subject is over their heads. Nothing reveals a phony speaker more than the ... Read More...
Grandma’s Magic Trick
Pause from business for a moment and have a laugh coz this is just too good not to share! Pick Winno’s Brain If you’ve got a knotty problem or you’d like Winston to focus on an aspect of your business, conference, or professional development, then you or your team can ... Read More...
For heaven’s sake, look professional
I continue to be amazed at the number of small businesses who want to make themselves look even smaller. How do they do this? Well, very simply, they have a website, but their e-mail address never uses that domain name. In other words to contact them you go to a Gmail ... Read More...
Selling what you’ve got!
The other day I was talking to a couple of musicians and they were bemoaning the fact it wasn’t a well-paid occupation. Now that’s not news to me as I often talk to people in the music business and get the same report. I also worry about the buskers in ... Read More...
A few words or so on life after 50 21 March 2017
Please forgive and indulge me but here’s a brief report I was asked to write on my bike riding activities. Maybe it’ll be confirmation of the commitment you have already made to a bit of exercise or motivation for you to give it a try.
So when the body slows down and the arteries start to harden, what are you to do?
Well, walking is boring (although it's always fun if you’ve got a dog!) and running is now a thing of the past so the idea was to try bike riding.
About 10 years ago my mates and I decided we would have a regular weekly bike ride and so we have allocated Tuesday morning for it. We ride about 30 to 50 km but the best bit is when we stop and have coffee. That’s when we tell lies and talk b/s!
The group is called Tuesdays with Maurie after the book and movie of the same name where a young guy showed how much he cared for an older guy. And that's the modus operandi of our group… we never lose anybody or leave anybody behind. We have a tail gunner and the fast people double back if somebody is lagging.
Recently a couple of us decided to do something rather adventurous so we headed for the Otago Rail Trail in New Zealand. It was fantastic… 140 gentle kilometres over four days of fairly easy riding staying at bed-and-breakfasts or country hotels and trying the fine wines and foods of the region. And telling lies and talking b/s!
It's marvellous what you can do when you're with a bunch of mates! Oh, and by the way, we are 70’s not 50’s! Despite that, there's a lot of kilometres left in us still.
You’ll also notice that even when I bike ride I’m still a snappy dresser! (oops, the picture didn't download)
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Be interesting
I have commented on the e-mailings I receive from The Good Store and I reckon this one is a classic. By classic I mean it is an example of how good a “selling email” can be. It has an excellent subject line… Why Barack Obama didn’t use a fountain ... Read More...
The Trump handshake
I have always believed that the handshake, done properly, is an important part of our personal business world. That’s why this article on The psychology behind Trump’s awkward handshake… and how to beat him at his own game is worth reading A great question ... Read More...
Do it doggy style
I was very impressed with how a boarding kennel followed up Fergus (or rather his owner) after the dog had been a paying guest at the kennels. Find out all about it here: These are the components of the mailing: ... Read More...
Prior to your talk
I never cease to be amazed at the number of people who are asked to deliver presentations… be it to their work colleagues, an association, service club or a large audience… and never remember, and more importantly apply, the six P’s of success… proper ... Read More...
You gotta laugh at this!
I get Gary North’s tip of the week where he often gives great information. But I had to laugh at this one coz its obviously of no value to either of us. Well, it just struck me as funny. Maybe you have walked down aisles at Wal-Mart, looking for a Wal-Mart ... Read More...
Say no more!
This commercial promotes a product that could be embarrassing to some and, if not handled carefully, a hard sell could invite lots of viewer complaints. I think it does the job extremely well as the picture tells the story with no need to add any more than sound ... Read More...
Birthday wishes
Here’s a simple idea to stay in touch that takes a little time but is very effective in building a real one-on-one personal relationship with everyone in your database. It’s from that wonderful woman, Rowena McEvoy, who has built a great business: “My FIRST ... Read More...
Click Here to Read All Articles
How it all begins 9 March 2017
One of the answers I get when I’m consulting with a business and suggest a change is that it can’t be done because “we’ve always done it this way”.
This is how some locked in habits start (and my thanks and apologies to the original author to whom I should give credit for this piece but cannot trace).
Start with a cage containing five monkeys. Inside the cage, hang a banana on a string and place a set of stairs under it. Before long, a monkey will go to the stairs and start to climb towards the banana. As soon as he touches the stairs, spray all of the other monkeys with cold water.
After a while, another monkey makes an attempt with the same result – all the other monkeys are sprayed with cold water. Pretty soon, when another monkey tries to climb the stairs, the other monkeys will try to prevent it.
Now, put away the cold water. Remove one monkey from the cage and replace it with a new one. The new monkey sees the banana and wants to climb the stairs. To his surprise and horror, all of the other monkeys attack him.
After another attempt and attack, he knows that if he tries to climb the stairs he will be assaulted.
Next, remove another of the original five monkeys and replace it with a new one. The newcomer goes to the stairs and is attacked. The previous newcomer takes part in the punishment with enthusiasm!
Likewise, replace a third original monkey with a new one, then a fourth, then a fifth. Every time the newest monkey takes to the stairs, he is attacked. Most of the monkeys that are beating him have no idea why they were not permitted to climb the stairs or why they are participating in the beating of the newest monkey.
After replacing all the original monkeys, none of the remaining monkeys have ever been sprayed with cold water. Nevertheless, no monkey ever again approaches the stairs to try for the banana. Why not? Because as far as they know that’s the way it’s always been done around here
And that’s how company policy begins.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Spreads like the plague
The Age reports that “Church of England clergy in Britain have been told to use Pokemon Go to help boost their congregations. The virtual creature hunt craze provides an unprecedented chance to ‘meet people from their area who might not normally come to ... Read More...
Unintended oxymoron
I took my car for a service and noted that I could wait for it rather than disappearing for a while and then going back to get it which involves either trying to coordinate with my partner to drop me back or using their courtesy bus at a completely inappropriate time ... Read More...
A smart note
You probably know that I’m certainly a great supporter of letter box dropping for local area marketing and have suggested various devices to ensure that your missive stands out from the crowd so it is more likely to be opened and read. That’s why I love this ... Read More...
More on local letterboxing
If you are a regular reader of my missives you would be aware that I am a firm believer in letterbox marketing. That’s providing of course that your prospects and therefore sales primarily come from your local neighbourhood. Using it has huge advantages. Salmat have ... Read More...
Another commercial
Well, this one was certainly made for the digital world rather than for showing on commercial TV due to its two and a half minute duration. That got me wondering about its purpose. It certainly looks like it is a government initiative to encourage people to eat ... Read More...
Click Here to Read All Articles
I’m proud of him! 21 February 2017
Recently a concerned father took on a very large franchise operation over how much they were paying casual part-time staff. The company was one that was well respected, who seemingly played everything by the book and everybody would have believed did only the right thing by employees. But when the dad involved checked out his daughter’s pay slip he was astounded at how little she had been paid for the hours worked.
So he decided to do something about it.
Initially the company reacted by endeavouring to treat the problem as a flea bite... they thought the case the father brought would be dismissed.
They lost that so then they thought the power of mighty legal artillery would prevail.
But dad appealed to the court of public opinion by going to the media who could see there was more to the case than the company sniffily dismissed. With some investigation the media found there appeared to be wide spread systemic abuses of staff payment.
The upshot was that the company made susbstantial changes to their system to correct the situation and made suitable reparation to those who had suffered short payment.
A great result! Initiated and pursued by my son Brad, of whom I’m very proud. He took on one of the big boys and won. It just shows what someone can do when they have the passion, the persistence and a plan.
You can read the story here.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
He made a real contribution
A man who really found a great marketing approach to a horrendous problem died recently. As I often poke fun at what advertising agencies create I’d like to pay homage to his genius here. Here’s The Age story Pick Winno’s Brain If you’ve got a knotty problem or you’d ... Read More...
One of the big, BIG marketing events!
Well you of course know that one of the biggest sporting events in the history of the world (maybe that’s overstating it a little) is the U.S. Super Bowl. It is the annual championship game of the National Football League (NFL) and the day is now considered by some as ... Read More...
Do you think that customer will come back?
Jurek Leon is an expert in the areas of customer service, retail sales and marketing and everything else that makes great businesses tick. I particularly liked the observations he makes on the boomerang principle in his latest newsletter to which you should subscribe ... Read More...
It’s not what you want
Early in the New Year we were holidaying up the country in a small town where business people rely heavily on the influx of holiday makers for a big proportion of their annual business and profits. On the hot days there was generally a demand from the younger members ... Read More...
Another commercial
Here’s a commercial that I’m told has brought millions in India to tears. I don’t know whether that is such a tough task where the population is 1.252 billion (2013) although it did attract 36 million on line viewers in the first two weeks. It’s a long advert so I ... Read More...
The simple facts
For many years now I’ve taken the opportunity to speak, wherever asked, to young people. So that means I speak at RYLA, the Rotary Youth Leadership Award, one of the best courses anybody aged 18 to 25 can do to get a great start in today’s world. I also ... Read More...
Click Here to Read All Articles
G'day folks!
Asking won't kill you 13 February 2017
The other day I was reminded of the power of the phrase, "If you don't ask you'll never get".
My son-in-law recounted the story of how he had been to see the dentist and when whatever he went to see the dentist for was finished the dentist asked, "Look, I notice you've got a few gaps between your teeth and I could mock up how your teeth would look if we did some cosmetic work. If you like I could do it for you now coz I haven’t got an appointment after you and it won't cost you because it'll be great practice for me anyway. And it'll give you an idea of how your teeth could look."
Well my son-in-law wasn’t pressed for time so he had nothing to lose from an offer like that so said, "Why not? Go ahead!"
When the dentist did the work and showed him how good his teeth looked he was positively amazed. So much so he said, "Now I’ve seen the mock up I want it done permanently!"
The upshot! My son-in-law was delighted with his teeth (can't stop smiling) and the dentist had a nice little earner.
By the way so many of my son-in-law's friends saw how great his teeth looked that they went to the dentist and had the same cosmetic treatment done. A bonus for the dentist!
All because the dentist bothered to ask… and demonstrate.
A win all round!
Asking for business will never kill you! Try it sometime and see how well it works.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Watch those selfies
Over Christmas I’ve been noticing how many people of all ages take selfies and post them somewhere in the social media firmament! In addition, my teenage grandchildren have been staying with us for a few days and they seem to spend all day on their devices posting ... Read More...
How to show kindness
I met Barbara Glanz, a speaker from the USA, when she was visiting Australia last year and was very impressed by her. Known as the business speaker who speaks to your heart as well as to your head, she lives and breathes her personal motto, “Spreading Contagious ... Read More...
Generating more business
When I was talking to a mate of mine the other day I was reminded of something we often forget. I asked him how business had been and he responded enthusiastically that it had really been fantastic, the best in years in fact. “What have you done?” I enquired. “Well,”...
How to show kindness. ... Read More...
Another commercial
Not a humorous one today but a very powerful TVC I first saw back in around 2010 and this is the story that came with it. “Pretty cool. This is the new “wear your seatbelt” advert the UK is doing – started by some dude not hired to do it, but because ... Read More...
Getting attention even for boring stuff!
In case you haven’t seen it here is a brilliant airline safety video that will even get the attention of frequent flyers who never watch them! It is an absolutely sensational safety video and must have cost a fortune. It’s one airline safety video that is not ... Read More...
The golden rule
Well that’s what the “do unto others as you would have them do unto you” maxim is called. And I reckon that it’s a good one for anyone working in a service situation to remember. Let me explain. I had an appointment on Friday to see a medical ... Read More...
Click Here to Read All Articles
One of the answers I get when I’m consulting with a business and suggest a change is that it can’t be done because “we’ve always done it this way”.
This is how some locked in habits start (and my thanks and apologies to the original author to whom I should give credit for this piece but cannot trace).
Start with a cage containing five monkeys. Inside the cage, hang a banana on a string and place a set of stairs under it. Before long, a monkey will go to the stairs and start to climb towards the banana. As soon as he touches the stairs, spray all of the other monkeys with cold water.
After a while, another monkey makes an attempt with the same result – all the other monkeys are sprayed with cold water. Pretty soon, when another monkey tries to climb the stairs, the other monkeys will try to prevent it.
Now, put away the cold water. Remove one monkey from the cage and replace it with a new one. The new monkey sees the banana and wants to climb the stairs. To his surprise and horror, all of the other monkeys attack him.
After another attempt and attack, he knows that if he tries to climb the stairs he will be assaulted.
Next, remove another of the original five monkeys and replace it with a new one. The newcomer goes to the stairs and is attacked. The previous newcomer takes part in the punishment with enthusiasm!
Likewise, replace a third original monkey with a new one, then a fourth, then a fifth. Every time the newest monkey takes to the stairs, he is attacked. Most of the monkeys that are beating him have no idea why they were not permitted to climb the stairs or why they are participating in the beating of the newest monkey.
After replacing all the original monkeys, none of the remaining monkeys have ever been sprayed with cold water. Nevertheless, no monkey ever again approaches the stairs to try for the banana. Why not? Because as far as they know that’s the way it’s always been done around here
And that’s how company policy begins.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Spreads like the plague
The Age reports that “Church of England clergy in Britain have been told to use Pokemon Go to help boost their congregations. The virtual creature hunt craze provides an unprecedented chance to ‘meet people from their area who might not normally come to ... Read More...
Unintended oxymoron
I took my car for a service and noted that I could wait for it rather than disappearing for a while and then going back to get it which involves either trying to coordinate with my partner to drop me back or using their courtesy bus at a completely inappropriate time ... Read More...
A smart note
You probably know that I’m certainly a great supporter of letter box dropping for local area marketing and have suggested various devices to ensure that your missive stands out from the crowd so it is more likely to be opened and read. That’s why I love this ... Read More...
More on local letterboxing
If you are a regular reader of my missives you would be aware that I am a firm believer in letterbox marketing. That’s providing of course that your prospects and therefore sales primarily come from your local neighbourhood. Using it has huge advantages. Salmat have ... Read More...
Another commercial
Well, this one was certainly made for the digital world rather than for showing on commercial TV due to its two and a half minute duration. That got me wondering about its purpose. It certainly looks like it is a government initiative to encourage people to eat ... Read More...
Click Here to Read All Articles
I’m proud of him! 21 February 2017
Recently a concerned father took on a very large franchise operation over how much they were paying casual part-time staff. The company was one that was well respected, who seemingly played everything by the book and everybody would have believed did only the right thing by employees. But when the dad involved checked out his daughter’s pay slip he was astounded at how little she had been paid for the hours worked.
So he decided to do something about it.
Initially the company reacted by endeavouring to treat the problem as a flea bite... they thought the case the father brought would be dismissed.
They lost that so then they thought the power of mighty legal artillery would prevail.
But dad appealed to the court of public opinion by going to the media who could see there was more to the case than the company sniffily dismissed. With some investigation the media found there appeared to be wide spread systemic abuses of staff payment.
The upshot was that the company made susbstantial changes to their system to correct the situation and made suitable reparation to those who had suffered short payment.
A great result! Initiated and pursued by my son Brad, of whom I’m very proud. He took on one of the big boys and won. It just shows what someone can do when they have the passion, the persistence and a plan.
You can read the story here.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
He made a real contribution
A man who really found a great marketing approach to a horrendous problem died recently. As I often poke fun at what advertising agencies create I’d like to pay homage to his genius here. Here’s The Age story Pick Winno’s Brain If you’ve got a knotty problem or you’d ... Read More...
One of the big, BIG marketing events!
Well you of course know that one of the biggest sporting events in the history of the world (maybe that’s overstating it a little) is the U.S. Super Bowl. It is the annual championship game of the National Football League (NFL) and the day is now considered by some as ... Read More...
Do you think that customer will come back?
Jurek Leon is an expert in the areas of customer service, retail sales and marketing and everything else that makes great businesses tick. I particularly liked the observations he makes on the boomerang principle in his latest newsletter to which you should subscribe ... Read More...
It’s not what you want
Early in the New Year we were holidaying up the country in a small town where business people rely heavily on the influx of holiday makers for a big proportion of their annual business and profits. On the hot days there was generally a demand from the younger members ... Read More...
Another commercial
Here’s a commercial that I’m told has brought millions in India to tears. I don’t know whether that is such a tough task where the population is 1.252 billion (2013) although it did attract 36 million on line viewers in the first two weeks. It’s a long advert so I ... Read More...
The simple facts
For many years now I’ve taken the opportunity to speak, wherever asked, to young people. So that means I speak at RYLA, the Rotary Youth Leadership Award, one of the best courses anybody aged 18 to 25 can do to get a great start in today’s world. I also ... Read More...
Click Here to Read All Articles
G'day folks!
Asking won't kill you 13 February 2017
The other day I was reminded of the power of the phrase, "If you don't ask you'll never get".
My son-in-law recounted the story of how he had been to see the dentist and when whatever he went to see the dentist for was finished the dentist asked, "Look, I notice you've got a few gaps between your teeth and I could mock up how your teeth would look if we did some cosmetic work. If you like I could do it for you now coz I haven’t got an appointment after you and it won't cost you because it'll be great practice for me anyway. And it'll give you an idea of how your teeth could look."
Well my son-in-law wasn’t pressed for time so he had nothing to lose from an offer like that so said, "Why not? Go ahead!"
When the dentist did the work and showed him how good his teeth looked he was positively amazed. So much so he said, "Now I’ve seen the mock up I want it done permanently!"
The upshot! My son-in-law was delighted with his teeth (can't stop smiling) and the dentist had a nice little earner.
By the way so many of my son-in-law's friends saw how great his teeth looked that they went to the dentist and had the same cosmetic treatment done. A bonus for the dentist!
All because the dentist bothered to ask… and demonstrate.
A win all round!
Asking for business will never kill you! Try it sometime and see how well it works.
Have a f-a-n-t-a-s-t-i-c day... Winno
Social Media
To see extra stuff from Winno, check out his Facebook page. Get your Social Media platforms working to nurture relationships with people to drive interest towards your website and then converting them to sales.
And now here's this fortnight's blog articles - Felicity
Watch those selfies
Over Christmas I’ve been noticing how many people of all ages take selfies and post them somewhere in the social media firmament! In addition, my teenage grandchildren have been staying with us for a few days and they seem to spend all day on their devices posting ... Read More...
How to show kindness
I met Barbara Glanz, a speaker from the USA, when she was visiting Australia last year and was very impressed by her. Known as the business speaker who speaks to your heart as well as to your head, she lives and breathes her personal motto, “Spreading Contagious ... Read More...
Generating more business
When I was talking to a mate of mine the other day I was reminded of something we often forget. I asked him how business had been and he responded enthusiastically that it had really been fantastic, the best in years in fact. “What have you done?” I enquired. “Well,”...
How to show kindness. ... Read More...
Another commercial
Not a humorous one today but a very powerful TVC I first saw back in around 2010 and this is the story that came with it. “Pretty cool. This is the new “wear your seatbelt” advert the UK is doing – started by some dude not hired to do it, but because ... Read More...
Getting attention even for boring stuff!
In case you haven’t seen it here is a brilliant airline safety video that will even get the attention of frequent flyers who never watch them! It is an absolutely sensational safety video and must have cost a fortune. It’s one airline safety video that is not ... Read More...
The golden rule
Well that’s what the “do unto others as you would have them do unto you” maxim is called. And I reckon that it’s a good one for anyone working in a service situation to remember. Let me explain. I had an appointment on Friday to see a medical ... Read More...
Click Here to Read All Articles