Wild Streak

The old saying goes “good news travels fast, bad news even faster” and in this online age, the former can travel at blistering speed as a major Australian brand recently discovered. On Thursday, one of Australia’s best known department stores that trades on being rather exclusive was rocked after a complaint of a female marketing executive [...]

Testimonials are inexpensive, bona fide, must-have marketing tools that tell potential clients why they should engage your services. If you’re not already using them, it’s time to start.

Testimonials create confidence

If a visitor to your website is looking for clues as to whether you’d be the right service provider for them, a testimonial could be just the clincher they need. After all, if other people have been delighted enough with what you’ve done for them to go to the effort of writing about it, then your work must be worthy of that effort.

Aside from generating immediate trust, testimonials show that you strive to develop healthy working relationships with your clients. No one would write a testimonial for someone who did a so-so job for them or was difficult to work with.

Pick your timing

Never, ever request a testimonial for an incomplete job, no matter how soon it might come in handy or for any other reason. It’s simply poor form.

Make your request upon the completion of a job. Not three weeks later, not six months later. The work you’ve done should still be on your client’s mind – and so should their memory of how satisfied they were. It’s a little like a virtual handshake: job done, pleasantries exchanged.

Clients know what a testimonial can mean for your business. After all, they probably request them from their own clients.

Don’t act desperate

Never assume your client will be prepared to provide a testimonial. Ask graciously then let it go. Asking more than once can appear needy. Move on, do more great work and the feedback will come.

Use them effectively

The most obvious use of testimonials is to post them on your website or blog. This is a great way to advertise the excellent work you do.

You can also add one or two abbreviated testimonials to the back of your business card, advertising flyers and your email signature.

Scatter your testimonials about liberally. Don’t make them hard to find.

In my business, potential clients often mention specific testimonials from my website when they contact me, adding that the comments were part of the reason they ultimately got in touch.

Authenticity is vital

How many times have you seen comments supposedly made by ‘John K from Sydney’? How on earth would anyone verify what he said?

When you receive a testimonial from a client, you really must ask their permission to use their identifying information.

In most cases, if it can’t be authenticated, then it might as well not exist, so aim to include the person’s first and last names, business name and either their website address or perhaps even a phone number, with permission.

Of course, businesses such as medical practices and other highly personal services where confidentiality is a priority are the exception to this rule.

No job is too small

Ask for a testimonial after every project, big or small.

A potential client could be looking for someone to do a tiny, tidy-up job, something you could knock over in ten minutes. A testimonial regarding just such a job could be the perfect way to give them the confidence to hire you.

Are you in the habit of requesting testimonials from your clients? How do you use them? And how do your prospective clients respond?

Running a web site can be hazardous to your health – and I’m not just talking about posture, nicotine or caffeine related issues. The Australian founder of whistleblower site Wikileaks is fearing for his life. Australia’s ABC reports that Julian Assange has gone into hiding after rumors circulated saying that he is in possession of hundreds [...]

While there isn’t much new under the sun, why do so many people in business worry about what everyone else is doing?

I was dancing around to Madness’ version of the song Lola and it struck me how many times this track has been covered. Why is that? Are the bands out of ideas?

It got me thinking about business lessons I’ve heard and learnt over recent years.

There seem to be several main ideas around keeping an eye on what your competition does.

There’s the “you have to know what your competition are up to” theory which, quite frankly, involves too much work on someone else’s business. There’s a lot of competition out there. Just how close an eye should I keep on them? You know what is wrong with your business. A little more inward focus and time spent fixing those things may be a better idea.

There’s the “identify what your competition do well/bad and then copy/avoid that” theory. That one sounds quite boring but it can certainly give your new business a kick-start. I remember watching Dick Smith on television many years ago. He was asked how he’d go about setting up a new business. The reporter was surprised to hear him say “I’d find one I like and set up next door”. When asked why he said “because all my customers are already there and I just have to be better than the other guy” or words to that effect. It was a long time ago for my memory to be word perfect, but the theory stuck with me.

And then there’s my favourite theory: “Don’t give a damn about what your competition are up to”. Be it good or bad, why would you want to do the same thing as your competition? How does that differentiate you from them? It doesn’t, that’s how!

Right now “niche” is supposedly where “it” is at. When it comes to being unique this makes sense. Besides, having the competitions’ mode of operation floating around in your head means that, like it or not, you’ll unknowingly start heading down the same path as them. Besides, I don’t believe in competition. There’s plenty out there for everyone so why fight over scraps?

I’ve found it’s easiest to be unique when I’ve not been thinking too hard about it. When I am just being me and running my business my way, going with my gut and being playful. Often that isn’t as easy as it sounds. Sure, I have to obey some rules and if I am smart, I’ll continue to avoid some traps with judicious research, but on the whole I’ve found NOT “doing what everyone else does” much more satisfying.

I think I’ll start a band! No, everybody does that.

What do you reckon? Share your unique thoughts below.

Google Chrome is really becoming a browser to watch. I was looking at the browser statistics of a few sites I monitor and was surprised to discover how much market share Chrome is starting to grab. Between 5 sites, some tech-related (which would probably attract a larger Chrome fan base) and some not, the average [...]

Contact Bureaux today for your free trial day in Sydney or Melbourne. It's the place to do business. Meet, eat, enjoy T2 Tea and barista coffee, work, relax, use our wireless internet and printing. Call 1800 250 805 or book online at bureaux.com/trial

In 2008 an estimated 2.4 million Australians worked from home. With this growing number of traveling executives, small and micro businesses startups, the Australian workforce has a swelling tribe of workers looking for the support and networking of traditional workplaces.

According to Rowena Murray of Bureaux, “many dream of being their own boss, but the reality of working from the kitchen table in your pyjamas, with dirty coffee cups as colleagues is less inspiring.”

Offering the best of both worlds, Bureaux is a stimulating work environment for those wanting the freedom to be their own boss with access to the benefits of a professional office.

Currently in Melbourne, Sydney, Brisbane, Perth and Noosa, and intending national and global expansion, Bureaux offers top end business facilities with flexible memberships, according to the level of support required.

Bureaux provides a vital service to those in the startup stage of business. Murray says, “Presenting professionally is challenging for small business. You reach a stage where meeting clients in cafes no longer cuts it.”

As flexible financial commitments can make or break a fledgling business, Bureaux memberships range from those just wanting a CBD postal address and virtual receptionists fielding and diverting calls, through to the full scale facilities, support and IT infrastructure of a large organization.

At Bureaux you can establish an office with zero capital expenditure and zero time investment at ¼ the price of the competition.

Based on Victoria’s Mornington Peninsula, Harvest Management CEO, Ingrid Maynard, uses Bureaux as ‘headquarters’ for client meetings and staff training, but cites the time and cost savings of using Bureaux interstate as invaluable.

“I’d waste hours on travel and a fortune on cabs and coffee, rushing to meetings, arriving flustered, feeling unprofessional. Now, it’s straight to Bureaux, shower and change if necessary, enjoy breakfast and lunch without leaving ‘the office’. Clients come to me. There’s no more stress, travel time or hefty cab fares and client conversions have soared as I can see more of them.”

Bureaux also provides remedy to the professional isolation that can be a soloist’s occupational hazard. Peer stimulation, exposure to professional development opportunities, networking and building contacts from a diverse range of industries are vital business functions that you simply cant recreate alone.

Take up a trial offer at Bureaux and see how one small step for you can be a giant leap for your business. Call 1800 250 805 or book online at www.bureaux.com/trial

Contact Bureaux today for your free trial day in Sydney or Melbourne. It's the place to do business. Meet, eat, enjoy T2 Tea and barista coffee, work, relax, use our wireless internet and printing. Call 1800 250 805 or book online at bureaux.com/trial

In 2008 an estimated 2.4 million Australians worked from home. With this growing number of traveling executives, small and micro businesses startups, the Australian workforce has a swelling tribe of workers looking for the support and networking of traditional workplaces.

According to Rowena Murray of Bureaux, “many dream of being their own boss, but the reality of working from the kitchen table in your pyjamas, with dirty coffee cups as colleagues is less inspiring.”

Offering the best of both worlds, Bureaux is a stimulating work environment for those wanting the freedom to be their own boss with access to the benefits of a professional office.

Currently in Melbourne, Sydney, Brisbane, Perth and Noosa, and intending national and global expansion, Bureaux offers top end business facilities with flexible memberships, according to the level of support required.

Bureaux provides a vital service to those in the startup stage of business. Murray says, “Presenting professionally is challenging for small business. You reach a stage where meeting clients in cafes no longer cuts it.”

As flexible financial commitments can make or break a fledgling business, Bureaux memberships range from those just wanting a CBD postal address and virtual receptionists fielding and diverting calls, through to the full scale facilities, support and IT infrastructure of a large organization.

At Bureaux you can establish an office with zero capital expenditure and zero time investment at ¼ the price of the competition.

Based on Victoria’s Mornington Peninsula, Harvest Management CEO, Ingrid Maynard, uses Bureaux as ‘headquarters’ for client meetings and staff training, but cites the time and cost savings of using Bureaux interstate as invaluable.

“I’d waste hours on travel and a fortune on cabs and coffee, rushing to meetings, arriving flustered, feeling unprofessional. Now, it’s straight to Bureaux, shower and change if necessary, enjoy breakfast and lunch without leaving ‘the office’. Clients come to me. There’s no more stress, travel time or hefty cab fares and client conversions have soared as I can see more of them.”

Bureaux also provides remedy to the professional isolation that can be a soloist’s occupational hazard. Peer stimulation, exposure to professional development opportunities, networking and building contacts from a diverse range of industries are vital business functions that you simply cant recreate alone.

Take up a trial offer at Bureaux and see how one small step for you can be a giant leap for your business. Call 1800 250 805 or book online at www.bureaux.com/trial

I’m no good at receiving compliments. I've trained myself to say 'Thanks' instead of 'It's nothing' but I'm usually still a bit uncomfortable when I receive praise. Okay, very uncomfortable!

So why do I downplay?

I’m caught in the trap of the false virtues of modesty and humility. And I suspect I’m not the only one!

Why do I call modesty and humility false virtues?

Because they don’t serve our life purpose.

You see, when we downplay, we tell ourselves, ‘I'm not good enough. I am not deserving of this.’

When our downplayers are turned up high, all we’re doing is vibrating unworthiness. We’re rehearsing and reinforcing 'I’m not good enough yet'.

And if my purpose is to help leaders transform the world by first transforming themselves, how on earth is that going to happen with the vibration of 'I’m not good enough'?

It won't work. Ever.

To inspire others to transform their awareness and personal influence I need to have my confidence and self-worth dialled up high. Powerful positive energy is engaging, influential and contagious.

'I’m not good enough yet' is not.

Humility and modesty are false friends that unhinge our personal power. Playing small, thinking small, and feeling small serves no one, no cause, no thing.

Big thinkers and strong leaders need to think big, feel big, and play big if they want to get big results. Downplaying is small thinking, small feeling, and can only lead to small results.

Appreciation is not arrogance

When I appreciate the fact that I love writing and generally what I write is okay… (Whoa! See how I did that? Generally what I write is okay?). Rewind: I’ll try that again, this time with my downplayer off.

When I appreciate that what I write is powerful and engaging, I’m not being arrogant; I’m appreciating my strengths. And I’m being grateful that those strengths serve my purpose in the world by inspiring others in their own transformation.

That’s not arrogance. Arrogance would be something like, ‘I'm an awesome writer and you're not. Don’t you wish you were me?’ (Not exactly inspirational, is it?)

Appreciation doesn’t raise you above others - it raises your vibration. It makes you more influential and more positive.

Turn up the volume on your up-player

Appreciation makes you a vibrational match to your vision and makes room for it to arrive in your life.

By practising appreciation - and then dialling it up a notch – I tune in to success and accomplishment, and create exactly the environment I want for me, my results, and my clients.

For example, next week I’ve been invited to speak to a group coached by the highly acclaimed personal development guru Mark Joyner. Here’s how I’m appreciating that opportunity:

Wow! That’s awesome! I’m so cool! I attract the top end, big guns in my field - that's who I play with now! I’m delighted to share my powerful message of personal transformation using my unique and practical system. I‘m a guru too. I’m an amazing guru! I have the talent and vision to uplift thousands and I‘m attracting these opportunities daily.

Phew. That wasn't as easy as it looked! But there’s no room for limiting beliefs here. I’m totally committed to my vision. Personal transformation is a high energy, big playing field and I am stepping up as a key player.

What about you? What accomplishments and opportunities is it time to up-play? (And when you tell us about them, don’t forget to turn the volume up on your self-appreciation dial!)

A recent study finds that even with the best shopping cart processes, high levels of cart abandonment is something we just need to come to terms with. Reporting on a Forrester Research study, BizReports says the more opportunities a consumer has to locate a best price, the more shopping cart abandonment will occur. Forrester’s study found [...]

Whenever I’ve seen soloists tout their business in an overly corporate style, it’s made me want to weep. But never more so than now. Here’s why.

Over the years, I’ve seen countless soloists use smoke and mirrors to appear bigger than they are, a la the Wizard of Oz. ‘About’ pages without photos and frequent use of “we” instead of “I” in written language are prime examples of this kind of behaviour.

Historically I’ve found this disappointing, but also very understandable. The concern that soloists and micro businesses aren’t taken seriously has, perhaps, been justified and there’s no doubt it serves us well to big it up from time to time. 

But lately, the tide has turned. I’m now convinced solo and micro businesses with a size complex are in danger of repelling customers. Why? Because small really is the new big. 

Ironically, the place to find evidence of this is within corporate culture. 

Look at the big banks’ current advertising campaigns. They all seem to be trying their gosh darndest to convince customers that they are small, cuddly and oh so approachable. You’ll see handwriting style fonts, wide usage of lower case and beaming friend-next-door imagery. There’s that neat little line “small enough to care” and on one site I’m sure there was a rainbow in the background! Oh, for heaven’s sake! 

All that aside, the big end of town clearly would not go to these lengths if there wasn’t something captivating in the power of small.  

In these insecure times, trust and integrity are undoubtedly the order of the day. Soloists personify these traits and more. We are transparent, accountable, sustainable, flexible and above all human.

We are all the rage. 

In fact my observation is the climate has never been more hospitable to soloists. Now more than ever, people want to do business with people. Soloists brave enough to stick out their chin and celebrate their oneness can reap big rewards. 

Why pretend to have associates? You are credible enough without them. What the world needs today are not bigger boats. Just smaller sharks. 

So, *stepping down from Soapbox* might you make the move from we to I? Show your face on your About page? Or perhaps you plan to stay put behind that thick curtain. 

Share your thoughts below and please if you haven’t uploaded your mugshot yet, just do it, your community wants to see you!

Ecommerce sites can tend to be a little light on content past product descriptions that have often been duplicated elsewhere. Online shoppers and search engines want more content, and more of it original. According to an article on Internet Retailer, turning an ecommerce site into a hub of information keeps shoppers coming back. The content can [...]

The waste-paper bin is the most underrated of all organising tools. Do you love yours?

I’m serious here. Your bin is a vital part of your home office organising kit and can contribute greatly to your efficiency. If you haven’t made friends with yours yet, it’s time you did. 

My bin keeps me on the right path. It’s a guiding light in times of darkness and although it’s not much good with feedback I can talk and talk to it and it never, ever complains! 

Now, I wouldn’t give my allegiance to just any old receptacle. This is a deliberately chosen, well-positioned, exquisitely designed, decor-matching paper catcher. 

Here’s why I love it so much:

1. My bin lives right under my desk, where I open all my mail. It particularly loves junk mail and never tires of the same old diet. 

Getting rid of junk mail and unnecessary envelopes as soon as they arrive helps me stay right on top of things and keep my office organised.

2. It’s rectangular (not round) so A4 sheets and larger pieces of paper fit into it easily. This shape also means it’s stable and doesn't teeter, even if I emphatically chuck stuff at it with my wildest, most tension-releasing lobs.

3. It visually alerts me when its full and acts as a reassuring reminder of all the shedding I’ve done throughout the week. 

It’s a visual record of my de-cluttering, and that actually doubles the positive psychological effect that de-cluttering has in my office.

4. It’s well connected, my bin. The shredder is its best friend. Those two are a formidable force, working together to keep my desk and my mind clear. Once they’ve sunk their teeth into my waste paper there’s no changing my mind about keeping it!

The bin plus shredder combo also means I can rest easy that nobody’s likely to steal my identity by rifling through my garbage.

5. My bin helps make my business greener. Since most of the waste that comes out of my office is paper, the shredded remnants are regularly recycled as padding for my garden beds. At other times, the shredded waste goes straight into the recycling bin. Using a compartmentalised bin means you never need send a piece of waste paper to landfill again.

6. My bin is faithful to me, and I am extremely loyal to it. Why would I open my mail in the car or in any other part of the house? That’s only asking for trouble by increasing the risk of losing documents. My bin never questions my decision – and once something is in there it’s in there to stay! 

What sort of relationship do you have with your bin? Or are you infatuated with a different office organising tool? Your secret is safe with us!

Nearly ten years ago, spam represented roughly one in six email messages. I still remember the days of getting a single spam message and being totally outraged. Nowadays spam represents in excess of 80% of all email. The overall absolute volume of spam is increasing every 12-18 months and outbound spam is costing ISP’s dearly. Commtouch [...]

Protect your business online...

National Cyber Security Awareness WeekMonday 07 June 2010

National Cyber Security Awareness Week kicks off today and will run until 11 June 2010. The aim of this week is to raise awareness of cyber security risks and what steps you can take to protect your information online.

During the Awareness Week, a number of events are being hosted in regional and metropolitan Australia.

For further information and to find out your nearest events, visit the Stay Smart Online website.

Round 1 now open for applications...

Textile, Clothing and Footwear Strategic Capability ProgramTuesday 08 June 2010

Are you a business in the textile, clothing or footwear industries? The Textile, Clothing and Footwear Strategic Capability Program (TCF SCP) offers grants to businesses that will boost innovative capability and help provide growth in these industries. The minimum grant size is $250 000 and funding must be matched on a dollar for dollar basis.

Round 1 of the TCF SCP closes on 6 August 2010. To assist interested applicants in determining their eligibility and completing an application, AusIndustry will be hosting a series of information sessions and workshops throughout June and July.

For further information on the TCF SCP program or to register for an information session or workshop, visit the AusIndustry website.

Find out more about the changes...

Amendments to the Franchising Code of ConductThursday 10 June 2010

Franchisees will have access to more information from franchisors under new changes to the Franchising Code of Conduct, which come into effect on 1 July 2010.

The amendments mean franchisors are now required to disclose more of the information that franchisees need to make decisions about their businesses.

In addition to these amendments, the Australian Competition and Consumer Commission (ACCC) has been given new powers to conduct random audits of franchisors.

For more information on the Franchising Code of Conduct and the amendments, visit the ACCC website.

One-third of online shoppers polled in a recent survey said they generally use coupon sites while shopping online. According to Compete’s Online Shopper Intelligence Survey, 35 million consumers visited coupon sites in April 2010, up 5 percent from April 2009. Over half those surveyed who used a coupon during their last online shopping [...]

If Facebook were a country, its 400 million users would make it the world’s third biggest nation. Every man and his dog are there, and you have an unprecedented ability to reach them.

Before you dismiss it as being irrelevant to your target market, consider that over 8 million Australians are Facebook users (around a quarter of them over 50 years old), with an average of 130 friends each.

Still not convinced? Here’s a real life example of how powerful it can be. While watching my kids play Auskick recently, I overheard a woman telling a friend that she’d been buying great baby blankets from a business she’d come across on Facebook. Then and there, the other mother whipped out her phone and joined the Facebook page her friend was talking about. In the space of just a few seconds that lucky business owner gained the ability to talk directly to a prospective new customer on an ongoing basis.

If you want some of that action for your business, follow these five principles.

1. Have a plan

It’s vital that promoting your business on Facebook forms part of your overall marketing strategy and plan. Your offline activities, fancy new website and your Facebook page are not separate. They all have the same purpose: putting dollars in your pocket.

You need to have goals and formulate an effective strategy, just as you would with any other successful marketing campaign.

Central to your plan will be determining how you’re going to attract members to your Facebook page. Besides thinking about what you’ll post, consider competitions, Facebook advertising and special offers. Be creative!

2. It takes work

The most successful Facebook business pages are successful only because somebody has worked hard to attract members. It might be a different story if your name is Brad Pitt or Demi Moore, but soloists need to put the hard yards in.

3. Remember, social networking is about people

You need to give in order to receive. To attract more members, you need to engage and share with the ones you’ve got.

If you post ad after ad to your members, no one will listen. But post a handy hint or some good advice, and you’ll start to see the number of comments and ‘likes’ you get increasing.

If you’re not prepared to respond to members’ questions and comments, don’t start a social networking campaign. The golden rule is to reply to every post by a member. The most successful business Facebook pages are the ones that actively communicate with their members and post good content regularly.

4. It's all about content

Good content encourages your members to share it, comment on it, or like it. This is the real power of Facebook, and it’s not going to happen if you’re posting ads or blowing your own trumpet.

As with all other types of marketing copy, Facebook works best when your posts are relevant to your readers, rather than all about yourself!

5. Keep your page alive and active

Facebook is littered with forgotten pages that businesses never update, and in many cases they’re still actively promoting those pages though their own websites.

As an example, I recently visited the website of a restaurant I was interested in eating at, clicked on the very large Facebook button, and was taken to a neglected page with a four-month old post. My first reaction? ‘Oh. That’s a shame. They must have gone out of business.’

If you don’t have time to keep your Facebook page alive, please close it down! Neglecting it could do your business more harm than good.

How’s your Facebook page coming along? Please share your tips, questions and comments below.

Twitter is working towards addressing security threats posed by some shortened links – and collecting a bunch of data in the process. URL shortening services have been around for many years, but it’s been the advent of Twitter that has seen their popularity take off. The problem with links shortened by a third party service is [...]

You’ve identified your business news hook, and you’re geared up to generate news about your business. Now it’s time to pitch your story to the media.

Pitching is 95% preparation, 5% action. Here’s my guide to preparing the perfect pitch in seven easy steps so you can generate news about your business.

1. Identify your target media

Think about the demographics of your ideal client: their age, gender, income, geography, and interests. The more specific you are, the better you’ll be able to tailor your PR efforts to the right audience and the less likely it is you’ll spend time and effort getting publicity that never reaches your target market.

Next you need to match your ideal client to the media that he or she reads, listens to, or views. This will take a little research on your part, and might include daily and community newspapers, business journals, radio stations, TV stations, local magazines, and national media outlets.

2. Analyse your target media

Read back issues, download radio broadcasts or watch a few episodes. Note the names of the journalists covering topics that you can offer opinion on. How do they present stories? Is the tone sensational or dispassionate?

You’re analysing your target media to get clues about what they like to cover. The more you practice and analyse the media the easier it becomes to spot story opportunities, and the more aware you’ll become of how many news stories are placed by people just like you calling journalists.

3. Create your pitch

Write a short speech that presents your news hook to the media in an interesting and concise way. Keep your script to 15 seconds - or even less. Studies have shown that’s the amount of time you’ll have with a reporter on the phone. That’s fine. Just practise well.

4. Have the supporting facts at your fingertips

If your 15-second pitch sparks a journalist’s interest they’ll go on to ask detailed questions, so before you pick up the phone, prepare and print out all the pertinent supporting facts about your company and the story. This is vital, especially if your mind goes blank whenever a journalist, producer or editor answers the phone. 

5. Prepare more than one news hook

Don't waste everybody’s time by putting all of your PR eggs in one basket. Have a few news angles to suggest. It often makes the difference between a successful placement and a waste of effort. 

6. Keep notes of your activity

I find it best to keep a worksheet open on my computer while I’m making media calls. I recommend you do the same so you’ll be able to immediately fill in the details of your activity instead of trying to remember everything later. 

Got any pressing questions about pitching news stories to journalists? Your 15 seconds start now.