Edition # 23

THE #1 TRADESMAN LIFESTYLE MAGAZINE

‘Sense of Urgency’ Reaps Rewards Dale Beaumont

Adam McGown, Pro-Action Plumbing

Change The Channel

Issue #23 September

Proudly Australian

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6 Tips

Cool

to a successful family business

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Call#us#whenever#you#need#us#on#1800#704#822 Your%direct%access%to%pick%our%brains,%ask%ques3ons%or%simply%to% bounce%some%ideas%o%us,%whatever%the%reason.%

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This%Month Welcome' Welcome%and%Happy%Fathers% Day%all%the%dad’s.%Hope%you%were% thoroughly%spoilt%as%I%was.%Nothing% beats%a%home%made%paper%mache% dinosaur%money%box%to%sit%in%the% office%(check%him%out%on%page%12). !

Spring%is%officially%here%and%the% warmer%weather%has%seen%me% spending%many%weekends%diving%for% lobster,%and%what%a%monster%I%caught% on%Fathers%Day%(check%out%the%feed% we%enjoyed%on%page%12) So,%on%a%business%note,%have%you% 100%%completed%your%financial%year% end%for%2010/11?

There’s%nothing%more%rewarding% than%mee3ng%with%your%accountant% to%totally,%100%%completely%and% uSerly%finish%the%year%end,%paperT work%signed%and%we’re%done.%What’s% even%BETTER,%is%finding%out%you’re% geXng%some%money%back%from%our% friendly%ATO.%Excitement%PLUS.%So% what%do%I%do%with%the%money?

Great%ques3on.

A%huge%grin%cracks%the%face%on% thinking%about%taking%a%quick%trip%to% the%warmth%of%Fiji%with%the%family%or% perhaps%a%purchase%of%4%new%mag% wheels%for%the%ute%to%snaz%it%up%a% tad…%all%sounds%great,%but%the%truth% be%known,%the%money%MUST%and% WILL%go%into%the%bank.%Why?% Because%Adam%McGown,%our% featured%Pla3num%Member%from% ProAc.on%Plumbing%in%Melbourne% has%a%really%great%point%about% ‘saving%for%a%rainy%day’.%I’ll%let%him% tell%you%all%about%it%on%page%5.

In%saying%that,%if%Adam%had%his% hands%on%the%money%I%know% EXACTLY%where%it%would%be%spent!% Check%out%his%hobby.%I’m%sure%it% sucks%a%great%deal%of%$$.%Lucky%the% business'turnover'has'increased'by'

300%'in'2'years.%No%beSer%a% mo3va3on%Adam!

The%countdown%for%Boot%Camp%has% begun,%and%with%90%%of%members% having%confirmed%their%aSendance,% we'are'pumped!%%The%ques3on%now% is;%have%you%booked%flights%&% accommoda3on?%If%not%do%it%NOW% because%we%have%the%most%amazing% guest%speakers%that%will%guarantee% to%line%your%pockets%with%cash%once% you%implement%the%knowledge%they% share…

AND%we%have%2%MORE%to%reveal% today%T%Dale%Beaumont,%%award% winning%entrepreneur,%author%of%16% bestTselling%books%and%Australia’s% Next%Genera.on%Business%Strategist% (check%him%out%on%page%14),%AND% Taki%Moore,%The%McGyver%Of% Marke.ng%(page%13).

We%are%lucky%enough%to%call%these% two%very%masterful%people%our% friends%and%hence%have%twisted%their% arms%to%ensure%they%deliver%their% very%best%stuff%to%you!%You’re%NOT% going%to%want%to%miss%this…

REMEMBER:%Dinner%is%arranged%for% Friday%night%(21st%October)%at%a% smick%Sydney%city%skyline,%eatTyourT heartTout%loca3on.%Details%to%come% but%for%now,%LOCK%IT%IN!

Sense%of%Urgency%Reaps%Rewards.% Proof%it%works…%Page%2 Member%Profile:%Adam%McGown,% ProLAc.on%Plumbing…%Page%4 Triple%the%traffic%to%your%website% in%45%minutes.%My%top%3%secrets% revealed…%Page%6 6%Tips%to%a%successful%family% business…%Page%8 FREE%Michael%Gerber%talks%‘Four% Mindsets%of%an%entrepreneur’…% Page%9 Change%the%Channel%to%increase% leads…%Page%10 Lobsters%and%dinasours%for%Fathers % Day…%Page%12 Meet%the%McGyver%of%Marke.ng,% Taki%Moore…%Page%13 Meet%Australia’s%next%genera.on% business%strategist,%Dale% Beaumont…%Page%14 Mac%in%Business…%Page%16 Cool%iPhone%Apps%for%tradies…% Page%17

So.%what’s%in%store%in%this%month’s% issue?%%Let’s%get%straight%into%it…

ew r d An

TradeTalk 1

Lay it on the plate.........

P RO O F T HAT LIVI NG WIT H A SE NSE O F U R G E N C Y R E A P S R E WA R D S ‘I'have'been'impressed'with'the'urgency'of'doing.'Knowing'is'not'enough;' we'must'apply.'Being'willing'is'not'enough;'we'must'do’%~%Leonardo%da%Vinci

I

was%inspired,% % and%thanks%to%this% young%entrepreneur%I%face% the%% business%with%new% energy%and%focus%to% achieve!!

But!I’m!jumping!! ahead… let!me!tell!you!how!this!all! came!about.

I%was%aSending%a%2day%Marke3ng% Seminar%as%a%guest%of%the%one% and%only%Taki%Moore%(one%of%an% amazing%line%up%of%speakers%at% our%up%and%coming%Boot%Camp%in% October)%.%The%room%was%filled% with%eager%students,%male%and% female,%mid%20’s%through%to%60’s,% pens%poised%to%capture%every% word%from%the%mouth%of%the% marke3ng%genius.

Aqer%the%first%day%of%Taki%sharing% his%best%kept%secrets%on% ‘mastering%conversion’,%and%with% a%workbook%of%notes%burs3ng%for% applica3on,%the%group%disbanded% all%homeward%bound%ready%for%a% relaxing%evening%with%the%family% and%what%should%have%been%an% early%night.

For%me,%that’s%exactly%what%it% was%–%reading%books%with%the% kids,%an%early%dinner,%‘home%and% away’%watched%on%t.v.%(did%I%really% say%that!)%and%bed%before%10pm% ready%for%day%2%with%Taki…%but% for%some,%there%was%a%completely% different%picture%to%paint.

On%arriving%at%the%seminar%Day2% we%were%asked%to%openly%discuss% 2 TradeTalk

what%we%learnt%on%the%previous% day,%and%that’s%when%my%jaw%hit% the%floor! % The%group%flicked%to%yesterday’s% worksheets%to%rehash%the% learnings%and%key%‘takeTouts’%of% the%day,%but%there%was%this%one% person,%a%young,%funny,%friendly% guy%named%Simon%that%I%will% never%forget.%

most%inspiring%proof%I%had%that% this%aXtude%and%approach%to%life% reaps%rewards.%He%called%it%his% ‘24%Hour%Rule’.%Items%he% considered%important%where% ac3oned%(where%possible)%within% 24hours.

Simon%proceeded%to%not% only%inform%us%of%his%key% learnings,%but%the%ac.ons,% the%physical%applica.on%he% made%to%his%business%the% previous%night%–!I’m%talking%he%

mo3vated%by%the%need%for% achievement%and%hence%ideas% are%turned%into%ac3ons%far% quicker%than%BugaX%Veyron% Super%Sport%–%the%fastest%car%in% the%world,%0%–%60%seconds%in% 2.2seconds!

made%specific%changes%to%the% copy%on%his%website,%designed%a% new%6%step%email%autoTresponder% sequence%received%by%his% prospects%and%documented%a% new%idea%with%regard%to%a%FREE% bonus%offer.% Simon%was%already%at%a%point% that%he%was%tes3ng%his%changes% with%posi3ve%results%and%it%was% only%9am%in%the%morning.%He%did% this%on%his%own%accord,%with%no% gun%to%his%head%or%carrot% dangling%inTfront%of%his%eyes.%He% did%this%within%the%same%3me% frame%between%day%1%and%2%that% we%were%all%given,%yet%this%one% single%man%had%excelled%his% learning%far%above%us%all.%Want%to% know%why?

Simon%had%basically%worked%with% a%‘sense%of%urgency’%and%

elevated%his%learning%from% ‘knowing’%to%‘doing’,%that%

within%that%split%second%was%the%

It%is%no%secret%to%say%that% successful%people%act%with%a% sense%of%urgency.%They%are%

Now%I’m%sure%you’ve%experienced% this%heightened%sense%of% achievement%when%your%‘doTto% list’%as%long%as%your%arm%was% completed%within%a%crazy%short% 3me%period,%and%why?%all% because%you%had%a%plane%to%catch% for%your%annual%family%holiday.% Yes,%a%deadline%that%made%you% act%with%a%‘sense%of%urgency’.

Imagine%what%you%could%achieve% if%you%func3oned%like%this%on%a% daily%basis?

So%today,%I%want%you%do%to% exactly%what%I%did%aqer%hearing% Simon%spill%his%‘ac3on%story’.%It’s% 3me%to%ditch%the%passive,% inac3ve%nature%and%start%looking% at%your%business%with%a%‘sense%of% urgency’.

Tell%yourself,%“Today,%I’m%going%to% make%a%change%and%act%with'a' ‘sense'of'urgency’.%And%the%two% ac3ons%first%on%the%list%are%…”

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Tradesman Inner Circle Member Profile

“TIC has given me the confidence and support to grow the business: PLUS an increase of 300% in 2 years”

Adam McGown Pro Action Plumbing Victoria

TIC Tell%us%a%lible%about% your%situa.on,% business,%family%etc….

PAP:%%I%completed%my% appren3ceship%in%1996% with%the%Gas%&%Fuel% Corpora3on%of%Victoria,% at%the%Thomastown% Depot%in%the%northern% suburbs%of%Melbourne% and%I%loved%every%minute % of%working%there.%%We% were%provided%with% endless%training%and% every%opportunity%to% further%our%%skills%and% knowledge.%% Unfortunately,%or%fortunately,%a% change%in%state%government%saw% the%Gas%Company%priva3sed%and% divided%into%various%sec3ons.%% Aqer%my%appren3ceship%was% finished%I%was%given%a% redundancy%package%and%started% work%for%the%new%gas%contractor% straight%away.

I%stayed%with%this%company%for% 10%years%as%a%contractor%doing% gas%appliance%maintenance,% installa3ons%and%fiXng%lines.% Over%3me%the%company%changed% and%I%decided%it%was%3me%to% move%on%and%try%my%luck% working%in%my%own%plumbing% business.

Aqer%going%it%alone%for%the%first% 4%years,%I%then%had%a%major% motorcycle%accident.%%This% forced%me%to%decide%whether%to% go%back%on%wages%or%employ% staff%to%help%with%the%workload.%% Luckily%I%chose%to%employ%staff% 4 TradeTalk

and%now%we%have%4%plumbing% trucks,%a%secondTyear%appren3ce% and%an%office%assistant.%%Soon%we% outgrew%my%garage%and%moved% into%a%factory%in%Ringwood.

My%family%consists%of%my%wife% Darlene,%who%has%her%own% career%at%Monash%University,% and%2%daughters,%Bianca%12%and% Keeley%10.%%%We%also%have%a%66% Mustang%and%am%currently% building%a%65%Mustang.

TIC:%What’s%the%biggest% challenge%you’ve%faced%in%the% last%12%months?

PAP:%%The%biggest%challenge%in% the%past%12%months%has%been% finding%suitable%plumbers%to% work%with%us.%%Another%major% challenge%has%been%seXng%up% computers%and%invoicing% systems%based%on%price%book% and%codes.%%

TIC:%How%have%you%tackled%that% challenge?

PAP:%%Aqer%many%wasted% interviews%I%quickly%learned%to% qualify%the%candidates%over%the% phone%more%extensively.%%Luckily% we%now%have%a%seSled%group% who%seem%to%love%their%job.%%This % has%taken%a%huge%load%off%of%me% personally%and%freed%up%more% 3me%to%quote%and%give%clients% the%aSen3on%they%deserve.%%As% soon%as%we%found%our%computer% guru,%who%we%can%ask%silly% ques3ons%to,%we%now%have%help% only%a%phonecall%away%at%any% 3me.%%This%guy%is%worth%every% cent!% TIC:%Where%do%you%see%your% business%in%5%years?

PAP:%%The%busines%in%the%next%5% years%will%see%me%stepping%back% as%the%face%of%the%business%and% having%a%leading%hand%who% handles%day%to%day%opera3ons.%%

We%also%will%be%moving%towards% doing%more%retail%public%work% and%having%an%internet%and% adver3sing%presence%(at%the% moment%we%do%NO%adver3sing!)%% This%should%allow%me%to%spend% more%3me%on%my%american%car% interests.

TIC:%%What%are%the%top%3%things% you%have%learnt%about%business% that%you%would%recommend%to% others%and%WHY? 1.%%Bring%in%and%pay%experts%in% their%field%to%do%the%work%for% you,%ie%computers,%invoicing,% and%other%trades%to%free%up%your% 3me.%%You%will%be%pleasantly% surprised%to%learn%that%there%are% other%people%out%there%as%good% at%their%job%as%you%are%at%yours!!

2.%%%Always%have%3%months% worth%of%business% expenses%set%aside%for%a% rainy%day.%%This%will%help% you%sleep%beber%and%stress% less%as%even%if%the%phone% doesn't%ring%for%3%months% or%a%major%problem%arises% (loss%of%staff,%health%issue,% family%problems,%etc),%you%

will%be%able%to%have%.me%to% react%to%the%situa.on,%keep% the%doors%open%and%make% your%next%move.

3.%%Check%and%compare%your% suppliers%prices%monthly.%%They% tend%to%creep%upwards%in%price% aqer%a%short%amount%of%3me.%% Don't%be%afraid%of%changing%your% suppliers%if%they%don't%play%ball% with%pricing%and%service.%%Have%a % good%rela3onship%with%your% branch%managers%and%constantly% check%your%invoices%for%price% creeping.%%This%will%let%the% manager%know%your%on%the%ball% and%he%should%do%the%same!% TIC:%%How%have%you%and%your% business%changed%since%joining% TIC? PAP:%%Since%joining%TIC%my%

vision%for%the%future%of%the% business%has%changed% drama.cally.%%Andy,%Ange%and% Shaun%have%given%me%the%

confidence%and%support%to% grow%the%business%and%% make%more%money%than% ever%before.%We%now%have%

easy%to%use%systems%and%a%much%

more%professionally%run% business.%%Our%turnover%has% increased%by%300%%in%2%years!!%% And%as%the%business%grows% further,%I%know%I'll%have%the% support%of%TIC%whenever%the% need%arises.%%Andy%is%just%a% phone%call%away!%% TIC:%%Tell%us%something%quirky% about%yourself%that%your% buddies%don’t%know?

PAP:%%I%watch%Home%&%Away% every%night%at%7pm%with%my%2% daughters!%%I've%also%seen%every% episode%of%The%Hills!!%% TIC:%%Who%would%you%most%like% to%have%lunch%with%and%why?

PAP:%%Steve%Waugh.%%%He%may%not% have%had%the%greatest%natural% talent,%but%he%got%every%ounce% out%of%himself.%%His%grit%and% determina3on%as%captain%meant% his%side%could%win%from%any% situa3on.% Lindsay%Fox%(founder%of%LinFox% Transport%Group).%%He%started% with%one%truck%collec3ng%boSles % for%Courage%Breweries%and%grew% that%into%one%of%the%largest% transport%groups%in%the%country.%% He%now%owns%airports,%Philip% Island%Grand%Prix%Circuit,% amongst%other%things.%% TIC:%%Favourite%tool%and%why?

PAP:%%I%would%have%to%say%the% humble%Ridgid%K1500%Sewer% Machine.%%This%tool%makes% money%and%very%rarely%lets%us% down.%%It%takes%care%of%a%messy% job%with%minimum%fuss.

My%Blackberry.%%I%don't%know% how%plumbers%did%business% without%a%mobile%phone%in%the% past!

TradeTalk 5

LOST IN THE WEB L

% ast%month%we% % discussed%the% importance%of%poten.al% customers%being%able%to% easily%find%your%website.!

Without%visitors%(known%in%the% industry%as%“traffic”)%coming%to% your%website,%you%really%have% nothing%more%than%an%expensive% brochure.%This%could%be% compared%to%opening%up%a%shop% on%a%busy%pedestrian%street% versus%opening%one%down%a%back% alley%that%noTone%walks%past%or% can%find.

In%this%ar3cle,%I%reveal%my%top%3% secrets%in%how%to%triple%the% number%customers%coming%to% your%website%each%month%–%in%as% liSle%as%45%minutes.

The%first%strategy%is%to%look%at% your%domain%name%or%“URL”.% Your%domain%name%is%the%word(s)% that%come%aqer%the%“www”%part% of%your%website%address,%for% example,% www.yourdomainname.com.au Usually,%the%domain%name%of%a% website%is%simply%your%company% name.%But%quite%oqen,%the% company%name%itself%has%liSle%

6 TradeTalk

45 MINUTES TO T R IP LE T HE NUMBER OF P E O P L E CO M I N G TO YO U R WEBSIT E EAC H MONTH

relevance%to%the%products%or% service%your%business%provides.

What%you%may%also%want%to% consider,%are%finding%domain% names%that%are%s3ll%available%for% registra3on,%which%represent% good%“keywords”%for%your% business.

A%“keyword”%is%simply%a%word%(or% string%of%words)%that%someone% types%into%a%search%engine%such% as%Google,%to%find%more% informa3on.

Let’s%say%for%example%you%had%an% office%machine%repair%business.% When%poten3al%customers%are% searching%Google%for%someone%to% service%their%photocopier,%they’re% unlikely%to%type%in%your%business% name%if%they’ve%never%heard%of% you%before.%Instead,%they%are% more%likely%to%search%something% such%as%“Repair%Minolta% Photocopier”.

If%you%had%the%website% www.repairminoltaphotocopier.c om.au%(even%if%it%were%just%a% small,%secondary%website)%you% could%poten3ally%rank%number% one%in%Google%with%just%a%liSle%bit% of%SEO.%Being%the%number%one% result%in%Google%means%you%are%

likely%to%aSract,%on%average,%42%% of%all%monthly%searches%for%that% par3cular%keyword.

Using%the%Google%keyword%tool,% you%can%iden3fy%keywords% rela3ng%to%your%business,%with% large%volumes%of%searches%every% month.%This%could%be%compared% to%iden3fying%pedestrian%malls% with%more%people%walking%past% your%shop%front.

Once%you’ve%compiled%a%list%of% keywords%rela3ng%to%your% business%that%have%a%high%volume% of%searches%each%month,%take% each%of%these%keywords%and% check%if%(they)%are%available%to%be % registered%as%a%domain%name.%% For%example%if%we%discovered% several%hundred%people% searching%for%“Repair%Minolta% Photocopier”%each%month,%and% the%domain%name%was%s3ll% available,%register%the%domain% and%either%move%your%current% website,%or%have%a%small% “satellite%website”%%built% specifically%for%that%new%domain.

I'have'used'this'strategy'on' many'occasions'for'my' clients,'and'it'has'literally' transformed'their'business.

My%second%strategy%to%increase% your%traffic%is%to%register%your% business%with%“Google%Places”.% Many%small%businesses%don’t% realise%they%can%set%up%a%free% account%with%Google%(takes% about%10%minutes)%and%list%their% business%details%and%address.% If%Google%determines%a%user%is% looking%for%informa3on%that%is% locality%based%(eg%they%typed%in% “plumber”)%then%Google%will%also% bring%up%a%map%of%your%area,% with%various%business%lis3ngs%on% the%map.

Look%at%the%example%of%“car%wash% Hobart”%above,%as%a%search%term% in%Google.%Seven%businesses%are% listed%in%the%Google%maps%results,% yet%NONE%of%them%have%actually% set%up%their%free%Google%account.% They%are%only%listed%there%by% default,%because%Google%has% gleaned%the%informa3on%from% Yellow%Pages.%If%any%of%these% businesses%took%the%3me%(10% minutes)%to%set%up%their%account,% they%would%most%likely%be% instantly%moved%up%to%the% number%one%posi3on%in%the%list.

My%final%3p%for%today%is%to%place% ads%on%Facebook.%If%you%look% down%the%lower%right%hand%side% of%a%Facebook%page%you%see% adver3sements,%along%with%a%link% you%can%click%on%to%create%your% own%ad.

The%aSrac3on%to%using%Facebook% adver3sing%is: 1.%The%costs%are%much%less%than% Google’s%payTperTclick%program% (Adwords) 2.%You%can%set%a%maximum%daily% budget%for%your%spend%–%so%you% don’t%have%any%surprises,%and 3.%You%can%really%drill%down%in% iden3fying%your%ideal%customer,% their%demographics,%their% associa3ons,%and%have%your%ad% ONLY%display%on%people’s% Facebook%pages%that%meet%your% specified%demographics.% Facebook%will%even%tell%you%how% many%registered%members%they% have%that%meet%these% demographics.

One'business'owner'that' implemented'this'strategy' aAer'one'of'my'presentaBons' had'more'visitors'to'his'

website'in'12'hours,'than'he' normally'had'in'a'whole' month...for'around'$20.

So%to%sum%up,%geXng%more% visitors%to%your%website%doesn’t% have%to%be%expensive,% par3cularly%if%you’re%in%a%market% with%liSle%online%compe33on.% Using%a%good%keyword%as%your% domain%name,%seXng%up%a%free% “Google%Places”%account%and% using%Facebook%ads%can%give%you% great%returns%on%your%marke3ng% budgets.% For%those%businesses%in%more% compe33ve%markets,%next%month% I%teach%the%basics%in%geXng%your% website%showing%higher%in%the% search%engine%results%(SEO).

About%The%Author: Jeremy%Morgan%runs%his%own% Internet%marke3ng%consultancy% business,%as%well%as%owning% several%ecommerce%websites.%If% you’d%like%more%informa3on,% send%an%email%to% info@delonix.com.au%

TradeTalk 7

6 Tips To Operate A Successful Family Business It’s

%

%%%%%%not%uncommon%to%see%husband%

% %%%%%and%wife,%father%and%son%or%all% family%members%involved%within%the%family% business.%Then%the%kids%grow%up,%follow%your%

footsteps%and%expect%the%business%will%become% theirs.%Does%this%path%sound%familiar?%Are%you% comfortable%to%hand%over%the%reigns?%Are%they%ready% to%take%on%the%responsibility?%Do%they%have%the%skills% to%cope?%(Perhaps%you’re%that%kid!)

Family%business%can%some3mes%be%difficult,%but%with% a%few%hard%rules,%you%can%switch%this%to%a% harmonious%environment%with%a%strong%and%healthy% future%–%with%or%without%your%kids%at%the%helm.

Here’s%our%top%6%3ps%to%operate%a%successful%family% business; 1) Clearly%define%roles%of%responsibility Oqen%in%a%family%business,%not%only%are%the%regular% employees%confused%about%each%family%member’s% role%in%the%business,%but%so%are%the%family.%This% confusion%can%lead%to%power%struggles%that%can% damage%the%business.

It%is%for%this%reason%it%is%important%to%have%a%clearly% defined%role,%to%include%a%job%descrip3on%with% performance%goals,%for%every%employee%of%the% business,%family%or%not,.%A%visible%organisa3onal% chart%that%shows%everyone,%by%name,%is%a%good%way% to%show%the%repor3ng%lines,%in%addi3on%to%showing% all%staff%members%your%honest%posi3ve%opinion%% about%them.

8 TradeTalk

2) A%method%for%handling%family%disputes Disputes%among%family%members%can%badly%affect% the%opera3on%of%the%business.%Oqen%you%will%find% the%arguments%are%personal%in%nature%and%date%back% to%childhood.% If%the%tension%is%being%brought%into%the%workplace%it% would%be%ideal%to%resolve%the%issue%with%a%family% council.%Basically,%a%group%of%family%members%that% meet%regularly%that%discuss%and%decide%family%issues.

The%idea%is%for%the%figh3ng%family%members%to%seek% the%assistance%of%the%family%council%to%help%resolve% the%dispute,%to%the%family%may%decide%to%interject% itself.%In%either%case,%their%role%is%to%assist%to%find%a% compromise%that%works%for%everyone.

3) Train%family%members%in%management%and% leadership It%is%cri3cal%for%a%successful%business%for%the% management%team%to%con3nually%be%involved%in% management%and%leadership%training.%This%is%not%a% one%3me%event.%To%provide%the%best%possible% grounding%for%all%staff,%yourself%included,%make%sure% you%have%outside%help%to%ensure%you%are%con3nually% learning.

4) Make%sure%family%members%have%a%way%out There%may%come%a%3me%when%a%family%member% wants%to%cash%out%their%posi3on%in%the%company.%If% there%is%no%exit%strategy,%there%could%be%a%disrup3on% to%the%business%based%on%infigh3ng,%or%worse,%legal% ac3on.%This%could%even%force%the%sale%of%the% business.%To%ensure%this%scenario%is%not%played%out%in% your%business,%an%exit%plan%should%be%available.

Take%the%ini3a3ve%yourself%and%talk%to%the%family% members%about%their%financial%plans%before%they% decide%to%cash%out%or%re3re.%Armed%with%this% informa3on,%you%are%beSer%able%to%devise%a%plan%in% agreement%with%the%family,%as%to%the%smooth% transi3on.

contribute%to%the%business.% With%this%in%hand%you%can% speak%with%your%preferred% candidate%about%whether% they%even%want%to%take%over% the%business.

Once%you%know%your% successor%ensure%the%family% is%informed%about%the% succession%plan.%Ensure%this% is%conducted%at%a%faceTtoT face%family%mee3ng.%With% this%announced,%train%the% successor%thoroughly%across % the%en3re%business.

And%most%importantly, 6)%Spend%.me%with%the% family 5) Communicate%a%clear%succession%plan If%you%intend%your%company%to%con3nue%successfully% into%the%next%genera3on%some%tough%decisions%will% need%to%be%made,%especially%when%there%are% mul3ple%kids%vying%for%topTdog.% This%decision%does%not%come%lightly%and%must%be% made%based%on%their%leadership%skills%and%ability%to%

There%is%more%to%life%than%work!%You%will%always%be% the%father,%mother,%son,%daughter,%sister,%brother,% husband%or%wife%FIRST. You%are%the%Director,%business%owner,%chairperson% second.%If%you%keep%this%in%mind%and%ensure%the% priori3es%are%right,%you%will%always%be%happy%with% the%business%and%more%importantly,%with%your%life!

free%video%of%the%month Michael%Gerber,%author!of!8!highly!acclaimed! books,!the!most!well!known!being!‘The!EUMyth’! speaks!about!The!Four!MindUSets!of!an!

Entrepreneur

If you’ve ever had an internal battle about where your time is being spent within your business, Michael Gerber’s logical explanation sets the record straight.

This 6:08 minute video shares with us: • How any ordinary person can produce extraordinary results • The 7 essential disciplines in business • The 4 mind-sets of an Entrepreneur – which are you?

• How systemizing will assist the scalability of your business.

Check it out and let me know what you think. ar: Michael Gerber: The Four Mind-Sets of an Entrepreneur: Innovators Forum Guest

The!link!U!!hVp://www.youtube.com/watch?v=F9SPxSeJMbA Or!Go!to!www.youtube.com!and!type!in!to!your!address!Michael!Gerber:!

The!Four!MindUSets!of!an!Entrepreneur:!Innovators!Forum!Guest TradeTalk 9

SPILL THE BEANS.....

‘MIND-BLOWING S E C R E T S F RO M A M A R K E T I N G M AV E N ’

Why Changing The Channel Will Guarantee An Increase Of Leads To Your Business llows%you%to%train%harder,% “A longer%and%recover%faster!” %

No,!it!wasn’t!the!copy!splashed!on!a! billboard!in!my!local!gym!and!it!wasn’t!the! banner!displayed!with!product!out!the!front! of!a!nutriNonal!supplement!store.

It!was!part!of!the!small!text!on!a! black!&!white,!low!grade,!photo! copied,!unevenly!cut!flyer! stuffed!into!my!leVerbox.

There!is!no!doubt!it!is!wise! to!have!mulNple!channels! of!markeNng,!but!the! clueless!person!who!is! adverNsing!their!supplement! products!through!leVerbox! drops!has!no!idea!how!to!reach! his!target!audience.!Not!unless! the!leVerboxes!are!owned!by!a! group!of!young,!buffed,!gym!junkies! that!live!next!door!to!each!other.

Instead,!he!should!be!placing!visual! displays!or!banner!ads!within!the!local! gyms!or!placing!professional,!colour,! benefit!driven!flyers!on!the!dash!of!every! vehicle!in!the!council!carpark!near!the!local! gyms!with!a!clear!‘call!to!acNon’!to!encourage! someone!to!shop!with!this!company.

BeVer!sNll,!what!about!‘pay!per!click’!ads!on!

Google!so!that!when!people!search!by! keywords,!like!‘bodybuilding’!or!‘sport!nutriNon’,! his!ad!would!pop!up!on!the!results!page.!With!a! website!that!sells!online,!the!markeNng!would!

10 TradeTalk

be!far!more!effecNve!and!aVract!potenNal! clients.

What%about%your%marke.ng?%Are%you% sabotaging%your%efforts?%It%may%seem% obvious,%but%it’s%important%to%use%a% marke.ng%channel%where%people%are% ac.vely%looking%for%your%product%or%service.% If%not%you’re%simply%throwing%money% down%the%drain.

While!we!are!on!the!subject!of! channels,!another!criNcal,!yet! somewhat!obvious!comment!to! ad.!You!need!to!ensure!you’re! using!a!markeNng!channel!that! ‘speaks’!to!your!target!audience! the!way!they!like!to!be!spoken!to.!

For!example,!a!young!20U something!is!probably!more!likely!to! respond!to!an!internet!offer,!where!as! an!80year!old!grandpa!would!respond! well!to!newspaper!adverNsing.!So!if!you’re! trying!to!sell!new!home!renovaNons! perhaps!don’t!invest!in!the!Seniors!

Magazine.!There!might!not!be!many!takers!

Consider!your!target!market.!Do!they!read! the!local!papers,!respond!to!email!markeNng,! surf!the!internet!or!respond!to!leVerbox!drops?!

You’ll!have!to!do! some!research,! then!test!your!best! educated!guesses.

Track!your!results! and!run!with!the! winners.

StepUP Constructions have WON AGAIN! A HUGE Congratulations to Platinum Members Brett & Kammi Beuzeville and their building business, StepUP Constructions.

This past Saturday, 3rd September, they were awarded 1st PLACE by The Master Builders Association (MBA) for BEST House Addition/Alterations/Renovations in NSW up to $350,000.

It was an exciting black tie event with over 1,000 attendees at Darling Harbour Convention Centre which was thoroughly enjoyed by the StepUP Construction team.

Being able to claim the title of multi-award winning business has positioned StepUP Constructions well above their competitors! (they won the HIA Awards last year).

Thousands of dollars of free media has already began positioning them as leaders in their field – priceless! www.stepupconstructions.com.au

Each month TradeTalk is uploaded to iTunes.

You will also find the entire Q&A back catalogue there for you to listen to wherever and whenever you want

TradeTalk 11

Dose Of Living

My% ster% n o e%‘m %great% h t % g ldin %What%a s! o h % ht. wa nah Han r ’%I%caug feed%he% te y% lobs hers%da fat

awe a%ho some%f athe meL m dino ade% rs%day% p p sau r%mo aper%m ressie%– a % ney %box che% .

Jack%Groves,%6%months%old%and% christening%on%fathers%day.%

TradeTalk 12

Taki Moore

The McGyver Of Marketing If%you’ve%ever%flicked%through%your%local% yellow%%pages,%local%newspaper%or% cruised%the%internet%trying%to%find%a% tradesman%to%abend%your%home,%you%will% open%find%you’ll%close%the%book%or% randomly%keep%searching%sites%in%exaspera.on.%

I

Not%one%seems%to%understand%your%problem.

Not%one%has%talked%about%your%needs.

Not%one%has%provided%a%reason%for%you%to%hand%over% money.

Although%if%Taki%Moore,%The%McGyver%of%Marke3ng% had%anything%to%do%with%it,%he’d%tell%you%that% mastering%marke3ng%would%be%like%wri3ng%yourself%a % cheque%day%aqer%day,%aqer%day!

He%likens%it%to%oxygen%–%without%it%you’d%die!

•%Trades%Marke3ng%101%Crash%Course% •%The%biggest%marke3ng%mistake%every%tradesman% makes…% •%The%simple%fix%that%works%every%3me…

•%3%Marke3ng%tac3cs%that%make%prospects%choose% you%over%a%compe3tor%almost%every%3me%in%a% crowded%market%place •%How%to%stop%geXng%beaten%up%on%price%by%tyre% kickers,%price%shoppers%and%3me%wasters In%a%super%safe%environment%you%can%learn%from%a% true%‘Marke3ng%Master’,%and%there’s%nothing%more% refreshing%than%‘Taki%style’.

In%an%age%when%grabbing%the%aSen3on%of%your%buyer% in%an%overwhelming%cluSered%marke3ng% environment%is%key,%grasping%the%fact%that%marke3ng% is%the%number%one%tool%we%business%owners%need%to% master%for%a%successful%longTterm%business%is%of% utmost%importance.

Taki%will%help%us%cut%through%the%cluSer%and%like%the% pied%piper,%have%your%customers%follow%your%path.% He%will%be%sharing%with%us%at%the%Boot%Camp:

Quote of the Month: “Don’t wish it was easier; wish you were better.

Don’t wish for less problems; wish for more skills.” ~Jim Rohn

13 TradeTalk

Dale Beaumont Australia’s Next Generation Business Strategist

D

ale%Beaumont,%award%winning% % % entrepreneur%and%author%of%16% % % bestLselling%books,%states%a%fact:% ‘Over%the%past%10%years%new%technology% breakthroughs%have%revolu.onised%the%way% smart%entrepreneurs%do%business’. %

%

Faster%Internet%Speeds…%The%Rise%of%Social%Media….% Google%Dominance…%Global%Outsourcing…%Smart% Phones…%Marke.ng%Automa.on%Tools…%Cloud% Compu.ng%and%much%more.

These!new!breakthroughs!have!made!it!faster,!easier!and! cheaper!to!grow!your!business…If'you'know'how'to'use' them'the'right'way.

•

AND,!just!like!Tim!Shaw!in!the!infamous!Demtel!Ad!‘but' wait,'there’s'more…’–'

DAY2:%Advanced%Database%Marke.ng •

On%first%exposure%to%a%new%prospect,%what% personal%informa.on%should%you%ask%for%and% what%to%do%with%it.!Then!I!even!show!you!what!to! do!next.

•

What%are%the%4%things%you’re%marke.ng%emails% MUST%contain%to!ensure!that!you’re!emails!never! get!tagged!as!SPAM!or!even!worse!blocked!by!the! major!Internet!Service!Providers!(ISP).

That!said,!business!and!technology!experts!predict!that!in! the!next!10!years!change'will'accelerate'faster'than'ever' before?

And!you!need!to!change!with!it,!or!get!leg!behind.!That’s! why!Dale,!as!a!special!guest!of!Tradesman!Inner!Circle,!is! sharing!his!personal!wealth!of!knowledge!with!you!on!

BOTH!days!of!the!Boot!Camp…!

DAY1:%How%to%Become%the%Leader%in%Your% Market •

•

How%to%make%your%website%an%‘Authority%Site’!so! that!you!can!rank!on!the!1st!page!of!Google!and! other!search!engines.

My%stepLbyLstep%formula%to%gather%literally% dozen%of%A%grade%tes.monials!to!help!promote! your!business.!When!I!first!learnt!and!applied!this ! strategy!it!generated!for!me!an!addiNonal! $12,000!in!it’s!first!week.

DAY2:%How%to%Make%Your%Website%Sell •

How%to%know%EXACTY%what%prospects%DO%when% they%visit%your%site.%Which!pages!they!go!to,! what!parts!of!the!screen!they!look!at!and!for!how! long.!Use!this!tool!and!you’ll!skyrocket!your!sales.

14 TradeTalk

The%#1%thing%your%website%landing%(home)%page% should%do.!Make!this!the!focus!of!your!website! and!you!could!get!up!to!90%!more!revenue!from! each!visitor.

You!may!have!missed!out!on!gelng!in!on!the!‘ground! floor’!on!previous!opportuniNes.!That’s!ok!because!Dale! will!show!you!that!there!are!even!Ubigger'profit' opportuniEes!on!the!horizon.!You!don’t!want!to!miss!this!

Dale%Beaumont!is!the!Founder!and!Managing!Director!of!

Business%Blueprint!–!Australia’s!fastest!growing!business! educaNon!and!mastermind!program.

He!is!the!author!and!publisher!of!16!bestUselling!books,! which!have!collecNvely!sold!over!a!quarter!of!a!million! copies.!Incredibly,!11!of!those!16!books!were!published! in!a!single!year,!a!feat!that!earned!him!the!Ntle!“Australia!

Most!Prolific!Author”.

As!a!result!of!Dale’s!success,!he!has!been!interviewed!on!

Sunrise,!Today!Show,!Mornings!with!KerriUAnne,!Ten! News,!ABC!Radio,!Radio!2UE!as!well!as!being!featured!in! over!100!newspapers!and!magazines,!including!Wealth!

Creator,!My!Business!Magazine,!AFR!Boss!and!Virgin’s!InU flight!magazine.

Finally,!but!most!importantly,!Dale!is!a!devoted!family! man.!He’s!married!with!two!liVle!boys.

Tradesman Inner Circle Boot Camp Friday 21 & Saturday 22 October 2011 Vibe Hotel, North Sydney Taki%Moore The!McGyver!of!MarkeNng

Reve our aling gues special t spe aker s

Ari%Galper The!World’s!#1!Authority!On!Trust!Based!Selling

Judeth%Wilson Australia’s!Leading!PeopleUskills!

Expert!&!Trainer!of!Trainers

Kerri%Pobharst Modern!Day!Entrepreneurial!Athlete! &!Olympic!Gold!Medallist,!2000!

Michelle%Gorton

Dale%Beaumont Australia’s!Next!GeneraNon! Business!Strategist

World!Renowned!Intellectual!

Property!Specialist

FREE to Tradesman Inner Circle members and their guests

S ’ N U A H S MAN CAVE This is where we talk about all cool things that should or could be in the man cave.

Gadgets, new tech, cool tools, new inventions or big boys toys, if it’s cool and fun we’ll talk about it.

!!Mac!In!Business!!

There!was!a!Nme!that!Mac! computers!were!only!for!graphic! designers!and!arty!farty!folk,!not! any!more.

If!you!are!thinking!about!buying!a!new! computer!for!the!office!then!you!do!need!to! give!a!Mac!serious!consideraNon. The!days!of!incompaNbility!are!also!long!gone.!

You!can!have!all!of!your!Microsog!products! running!on!a!mac!including!Windows!by! creaNng!a!Parallel!desktop.

Apple!hardware!is!also!generally!beVer!value! than!its!PC!compeNtors!gelng!you!more!power! for!you!buck.!You!may!only!be!using!your! computer!to!run!your!CRM!and!job!booking! sogware,!however,!as!your!hard!drive!starts!to! fill!and!your!computer!has!to!work!harder,!you! will!be!thank!full!for!that!extra!power!under!the! hood.

Also!the!support!you!get!from!Apple!is!second! to!none,!love!or!hate!Steve!Jobs,!he!has!done!a! great!job!in!duplicaNng!his!vision!for!the!Apple!

16 TradeTalk

stores.!The!staff!are!usually!very!knowledgable! and!helpful!and!for!a!around!$150!bucks!with! your!purchase!of!any!Mac!you!can!get!12! months!of!free!training.!I!did!it!and!aVended! numerous!training!sessions!on!video!ediNng! and!it!was!brilliant.

Another%great%reason%to%consider%a%Mac,% LION,%the%new%opera.ng%system.!The!long! awaiNng!overhaul!of!Apples!MAC!operaNng! system!was!released!20!July!2011.!I!have! already!installed!it!on!my!machine!and!its! awesome.

There!is!a!couple!of!revoluNonary! elements!to!this!release.!#1;!you!can!only! buy!it!through!the!app!store!on!your!

MAC.!#2!its!only!30!bucks.!

It!has!over!250!new!features!and!really! takes!the!MAC!funcNonality!to!the!next! level.!There!are!new!looks!and! features!for!the!generic!programs! such!as!mail,!iCal!and!address!book.!

The!thing!that!I!love!the!most!is!the! new!Mission!Control,!the! customisaNon!you!can!do!with!your! workspaces!makes!the!Mac!even! more!easier!to!work!with!mulNple!

programs!at!once!and!really!takes!advantage! of!the!MAC’s!power.

If!you!are!thinking!of!changing!from!PC!to!Mac! and!are!worried!about!all!your!files,!you!dont! have!to.!Lion!has!a!built!in!MigraNon!Assistant! that!you!can!use!to!transfer!all!your!files,! folders,!user!accounts!as!well!as!your!emails,! contacts!and!calandars.

will!love!it.!If!you!dont!have!a!Mac,!all!I!am! suggesNng!is!give!them!some!consideraNon! and!if!you!do!switch,!you!wont!look!back.

Apple!have!also!just!released!new!versions!of! the!iMac!range!that!are!faster,!more!powerful! with!heaps!of!free!sogware.

Andy,!I!think!I!need!a!new!Mac........

If!you!have!a!MAC,!download!Lion,!you!

%%%%

%%%%%%

Cool%iPhone%Apps%for%Tradies My!Measures!LITE Cost!U!FREE

This!is!a!very!cool!app!for!storing!and!sharing!object! dimensions.!You!take!a!photo!of!an!object!or!area!then! you!can!add!in!the!dimensions!on!the!photo.!You!can! then!send!the!photo!via!email.!Works!with!metric!or! imperial,!portrait!or!landscape.!If!you!like!it,!you!can! upgrade!to!the!full!version!later!for!$6.49 %

Features ✓!Store!dimensions!on!a!photo ✓!Add!arrows,!angles,!text ✓!Organsie!photos!in!folders ✓!Portrait!or!landscape ✓!Metric!or!imperial

TradeTalk 17

NEXT MONTHS ISSUE NEXT%MONTH:% Get%the%domain%before%the%name.!The!importance! of!your!domain!name!PLUS!5!hard!and!fast!rules!to! selecNng!the!right!domain!name.

How%to%squash%those%‘blood%sapping’%mosquito’s.!

Draining!you!of!life,!these!irritants!have!got!to!go! so!that!you!can!stay!focused!on!more!important! money!making!acNviNes! Alright!crew,!that’s!enough!from!me!for!one! month…!off!to!catch!some!more!lobster!

Who’s!up!for!lunch?

To!our!PLATINUM!members,!remember!to!book! your!next!monthly!call.!Speak!soon.

Smith a l e g An ew & r d n A

Q&A%OF%THE%MONTH !

Don't%forget%to%send%in%your%business%questions%to% info@tradesmaninenrcircle.com.au%or%fax%1300%553%161%and% you%can%have%them%answered%on%the%next%recording

CHANGING ADDRESS? Don’t miss out on a single issue! If you’re changing contact details then ensure to let us know -- simply give us a call or send an email. This way we’ll keep you plugged into a world of knowledge, tips, news and views.

TradeTalk!is!published!by!and!©!copyright!by!Andrew!&!Angela!Smith,!Tradesman!Inner!Circle!Pty!Ltd!2011.!All!Rights!Reserved.!This!newsleVer!and!any!accompanying! material!are!for!general!informaNon!purposes!only.!It!is!the!responsibility!of!the!reader!to!comply!with!any!local,!state!or!federal!laws.!SNck!with!me!here!while!I!conNnue! with!this!legal!blahUblah.!The!Publisher!has!taken!all!reasonable!measures!to!ensure!that!the!material!contained!within!this!newsleVer!is!correct.!The!Publisher!provides!no! representaNon!and!gives!no!warranty!as!to!the!accuracy!of!the!informaNon!and!does!not!accept!any!responsibility!for!errors!or!inaccuracies!in!the!informaNon!contained! herein!and!shall!not!be!liable!for!any!loss!or!damage!arising!as!a!result!of!any!person!acNng!in!reliance!on!informaNon!contained!herein.!All!done!

For more information, contact: Tradesman Inner Circle Pty Limited!!

Ph: +61 1800 704 822! ! !

! !

Email: info@tradesmaninnercircle.com.au Web: www.tradesmaninnercircle.com.au!