THE #1 TRADESMAN LIFESTYLE MAGAZINE
N OO AC ! O KB 9 E IN O 3 W CO H $ 10 RT O W
January 29, 2011
Multi-Award Winning Platinum Members Brett & Kammi
Donald Trump LIVE Get the Domain Before The Name
Room to grow
#24 Turning a Issue beachside October block into a beauty 14 Proudly Australian
+
Why Advertising like the big guys won’t work
Mosquitos
Cool
why you need to squash them
iPhone apps for tradies
8 Tips for living the 12 Brewing up the best
high life in the city
with hi-tech coffeemakers
20 Transforming
canvas with bright
MEMBERS – You are never far from help. Unlimited phone support on 1800 704 822.
Helping You See The Forest For The Trees
This%Month Donald Trump LIVE. His personal success formula… Page 2
Welcome' Well, there is no more fitting way than to welcome you to the October TradeTalk Magazine than by shouting ‘Go you mighty Sea Eagles!’. Yes, there is no better feeling of euphoria than 100% confirming your team has officially MADE IT to the Grand Finals. I’m totally pumped! The only serious downer is the fact that I am NOT, yes I repeat, NOT able to attend the game! Why you ask? Because I have a mate’s wedding! He so did NOT arrange the wedding. All jokes aside Ian, I’ll be there in my Manly jersey hunting for a t.v. screen! So, we’ve left September behind. A productive month whilst on the hunt to find solutions to make YOUR life a whole lot EASIER and to save you a mountain of cash both in TIME and MONEY. That said, we thought it time we BLEW YOUR MIND… but I’ll tell you a little about that in a moment… We’ve had a couple of fantastic Strategy meetings with Platinum members to get the ball rolling, so to speak. The clarity provided in these sessions for direction always comes out the winner! Ange was lucky enough to see the one and only US Property tycoon Donald Trump present, along with a line up of exceptional speakers. If you ever wanted to know his success formula, Angela shares her encounter on page 2.
members from StepUP Constructions in Sydney, certainly have a story to share. There is certainly a mental shift when you move from husband and wife team to ‘multi-award winning business’. I’ll let them tell their story on page 4. With less than 3weeks till Boot Camp the ground is rumbling as the stampede grows closer! I’ve said it before and I’ll say it again, you’re going to love Boot Camp 2011!
Member Profile-Platinum: Brett & Kammi Beuzeville, StepUP Constructions…Page 4 Get the domain before the name. 5 rules to select the right domain name… Page 6 8 Small business survival tips. The backbone of the Australian economy… Page 8 FREE – Jack Canfield talks how to achieve more in a day… Page 9
With an amazing line-up of guest speakers, who we promise, will ONLY be providing top quality content and no pitching… If you’re anything like us, you too must be itching for this event to arrive!
Advertising like the big boys. Why it doesn’t work… Page 10
So, ready for one single solution to make YOUR life a whole lot EASIER and more EFFICIENT? A way to save a mountain of cash both in TIME and MONEY? Well, I don’t know about you, but I love a secret, so my lips are sealed till the Boot Camp. See you there…
Blood sapping mosquito’s. How to squash them once and for all… Page 12
Ange & Andy’s GIGANTIC Sucess Secret of the month… Page 11
Criticism. Is it the price for success?... Page 13 Shaun’s Man Gadgets… page 16 Cool iPhone Apps for tradies… Page 17
ew r d An
Talking success formula, this high achieving couple Brett & Kammi Beuzeville, our featured Platinum TradeTalk 1
Lay it on the plate......... Donald Trump LIVE – my experience in the same room with the US property and pageant tycoon talking SUCCESS
D
onald Trump sure knows how to pull a crowd at a recent 3 day National Achievers Congress at the Entertainment Centre, Sydney that I (Angela) attended. Trump was the headline speaker in a lineup that included none other than Tony Robbins, Robert & Kim Kiyosaki, and T.Harv Ecker – all very powerful and inspiration speakers in their own right. That said, it was obvious we were all there for the Trump! (pardon the pun!) . After being introduced by Jennifer Hawkins, and before approximately 9000 people, Trump shared his ‘secrets’ to success – his personal formula that works for him. The crowd were hanging on every word during his 90minute, rather controversial and exceptionally humorous appearance. It was riddled with personal stories that gave us true lessons of business. Although the entire presentation was riveting, let me share with you the top-line business statements ‘To grasp success – Whatever it takes it takes’ ‘You have to LOVE what you do, because when you do, you work harder!’ ‘Get the right people and don’t trust them’ ‘Remember where your business lessons came from and give them the appropriate credit they deserve’ ‘Never EVER give up’ ‘Grasp and then maintain momentum’ All encouraging statements from a mentor to us all – for there is no better business education 2 TradeTalk
than from someone that speaks from personal experience! And the stories that accompanied these learnings – he left us shaking our head that business owners would make such dumb decisions! (perhaps I’ll share a few at dinner at the Boot Camp!). Other than business, Trump shared his direct and controversial view on global warming and solar panels (the latter he described as ‘no good’), and even expressed a sincere interest in running for president… watch this space! It was certainly a privileged to hear Trump speak, especially knowing his very quick trip included presenting to a group of 16,000, Sydney and Melbourne combined. Where you there? Did you see Trump in Melbourne? If so, what did you learn from the experience? we’d be interested to hear.
TRADE SECRETS IN YOUR POCKET
d fo r a o l n w o D ! FREE now
INTRODUCING*THE*TRADESMAN*INNER* CIRCLE*IPHONE*&*ANDROID*APP Now$you$can$access$our$free$content$all$in$the$one$ convenient$loca3on.$Allow$us$to$help$you$make$the$right$ moves$to$ensure$your$business$and$life$success If*you’re*on*your*iPhone*you*will*find*it*in*the*app*store*by*searching* Tradesman*Inner*Circle.*For*Android,*search*for*us*on*your*handset*in*the* Android*Market.
Tradesman Inner Circle Member Profile
“It is great to have Andy & Ange in our corner, their constant words of encouragement motivate us to take action”
OF KS H NE OO AC ! O KB 9 E IN O 3 W CO H $ 10 RT O W
January 29, 2011
the house with 5kids), running a business from home, an ATO tax audit and now a Workers Compensation wage audit. Basically having the time to fit in office duties around our busy family is an ongoing challenge and leaves little time for ourselves. We have also found that when we started our Partnership we had no systems or procedures in place, and with a growing business, the office is exceptionally chaotic. On a positive note, during this period we were honoured to win an HIA Housing Award for Renovations & Additions. Having never entered awards in the past, and hence never understood the additional work it could bring, maximizing this exceptional win through the media and delivering on customer expectations for timely quotes, amongst other things, was an exciting new challenge.
Room to grow
Turning a beachside block into a beauty 14
Brett & Kammi Step Up Constructions Platinum Members
living the 12 Brewing up the best 20 Transforming a blank 8 Tips for 1.Tell usthe acitylittle your situation, high life in withabout hi-tech coffeemakers canvas withbusiness, bright colour family etc. After finishing my apprenticeship I sub-contracted to various builders, although I enjoyed this after a couple of years I decided to go travelling with my new wife, Kammi. When we returned I decided it was time I started to look for my own clients. One job led to another and before long I had quotes out everywhere.
DTH29Jan11HM_1 Cover.indd 1
24/01/2011 3:20:28 PM
This was the beginning of B&K Beuzeville Building. It wasn’t long before Kammi had fallen pregnant with baby number #1, which in turn saw her quit her job in a large local company and between starting our growing family, found her feet working for our building company. Today our business is known as StepUP Constructions. A multi-award winning building firm located on Sydney’s Northern Beaches. We specialise in new homes, quality first floor additions, and all aspects of renovations, alterations and additions for single and double storey dwellings. A husband and wife team with a keen eye to detail, plus 2 full time carpenters and an apprentice. Kammi and I have also been blessed with 5 gorgeous daughters ranging in age from 20mths to 10 years, which along with running your own business keeps up very busy. 2. What’s the biggest challenge you’ve faced in the last 12 months? The biggest challenge we’ve faced over the last 12 months has been finishing our own renovation (whilst living in
4 TradeTalk
3. How have you tackled that challenge? How do you feel about it? We employed a book keeper which has relieved a lot of pressure off Kammi. They also pay weekly wages. The time she use to spend on bookkeeping she now spends on marketing (websites etc), advertising and liaising with clients – the critical part of the business. We can’t believe we didn’t hand over the bookkeeping years ago…. A personal assistant has recently been hired for 2 hours per week to do the more tedious office duties such as filing, organizing, stationery, emptying bins etc. She will assist us in writing up her own job description as we continue to delegate more duties her way! Kammi: I really can’t believe we didn’t do this sooner. I feel less stressed about getting everything done in a day and can comfortably focus my time on the important things in the business (marketing) and more importantly, our family. I’ve even found the time to start with a personal trainer and am excited about my results to date. Finally I have balance in my life! Brett: I recently rejoined the Golf Club so now I work for a couple of hours on a Wednesday morning then hit the golf course for the afternoon for a bit of “me time”. It has been great for the soul! 4. How have you and your business changed since joining TIC? Since joining TIC we’ve been encouraged to take our business to a whole new level – with a new business name, professional website and a new importance on customer communication. We have learnt to let go of the reigns a little and to train/to trust our team. It is certainly about getting the right people on board that believe in your business. Andy & Ange’s encouragement to enter Building specific awards saw us take the dive last year with success. We won our first award ‘HIA Housing Award for Renovations & Additions’ in our category. The positive outcome of this has been phenomenal – tens of thousands of dollars of free publicity, new leads and hence quote opportunities that may not have surfaced and most importantly, immediate credibility.
A ers HI winn
19
10 DS 20 AWAR NSW
.au .com legraph dailyte
DE0RK UN $80 IGN DES SC C PLU7555 1 au om. 933 sc.c
ERK UN5D 0 $ 0
UCT STR CON
of an ES’ TS the rear living EN n to JUDG new scaped COMM additio w with cplu
S ION UCT STR au CON om. BGW 3057 ns.c 0 ctio 952 constru bgw
a land sitive galo A sen ity bun g around recycled by the inner-c wrappin rnally ing, minated spaces rd. Inte are illu open feel from courtya trusses vide anprivacy cled pro timber t and ntaining of recy sunlighl as mai The userainwater as wel hbours.ber and ellent the neigand tim vide exc ials. ■■ bricks ing pro credent harvest mental environ
BEST S ABODE
imal
min ES’ TS imises thele storage er EN max JUDG amp the upp s COMM ng of tion window includi gration renova high cy and This le space, er inte use of availaband a cleva good rgy efficieng damp s area There is s for ene vent risin of glas To pre ellent use level. thick and exclusion. is an exc ■■ re e nois s the tilation. problemor ven sub-flo
ERK UN3D 0 $ 0
S ION UCT STR u CON m.a PUP s.co STE 999 053 tion 4 truc 041 upcons step
into ES’ TS t has gone nsion EN ugh exte JUDG e COMMrable thon of the rear ultimat
side the g and lling Con structio ailin cottage the con e this house. Det inal dwe new of the to mak beach of the orig iling spaces. g family eristics the deta d l livin d for use charact informe externa vide have l and ce is pro ning. Thelight sun er interna tial spaily entertai ndant The upp er Substan d fam gs abu house. charact nde exte lights brin of the g the ■■ of sky centre k, ensurin ined. the into is set bac g is mainta level dwellin of the
TT
(DIP
ARCH
UK)
RT EVERI
STUA
THE VERY
DERK UN15 $ 0 RK au SMA ROS 5 5588 rk.com. 952 .rossma
www 1950s ES’ TS to a e for EN ition JUDG COMM or add astic valuudes
/2010
e c stor incl first-flo s fant This provide ovationce and atti storage house The ren g spa und-floor The ey. y. livin mon ms, a ing a gro stairwa ustic bedrooconvert t-filled vides aco while into a ligh ing pro e. ■■ room thicker glaz formanc l per new, therma and
19
27/10
:49 PM 12:08
BEST OF
THE BEST
HOMES
FROM AB
ODE
LE GARY TAK EDITED BY
“10s of thousands of dollars of free publicity’
19
.indd
HIA
reno
-19_
M_18 t10H
30Oc
DTH
It is great to have Andy & Ange in our corner, their constant words of encouragement motivate us to take action. 5. Where do you see your business in 5 years? Having full procedures, job descriptions and a totally organised office is a top priority within the next year. In 5 years I am hoping to be working 3 days on the tools (I am actually the kind of guy who would have too much energy and drive everyone crazy if I did any less). This would leave me a full day for playing golf and another day for running around, meeting with clients, maybe even having lunch with my wife once all our girls are at school! Since the win of our first award we set ourselves a goal to win another award so StepUP Constructions could be labeled a “Multi-Award Winning Builder”. This goal was recognised with our recent Award win only last month with The Master Builders Association for BEST House Addition/Alternation/Renovation in NSW in our category. 6. What are the top 3 things you have learnt about business that you would recommend to
others, and WHY? (eg; life plan, watching numbers, customers first????) Tip1 and why: Professional Image/Consistent Brand – Website, uniforms, logos, stationery etc. If designed correctly these will give your business the professional image you are trying to achieve. Tip2 and why: Follow up all clients – Even if it isn’t a job you are keen on doing, they may refer you to the biggest and best client you have ever had!
my family is up to! For the past year we have both constantly double booked social events and appointments. With Mobile Me you can enter the event immediately in your phone, iPad or computer (whichever is closest) and have a reminder sent to you for everything. Another favorite tool is my Dewalt table Rip-Saw for its fast accurate cutting every time! 8. Tell us something quirky about yourself that your buddies don’t know (eg. you have a favourite coffee cup that sings happy birthday!, you’re the only one in your extended family that is left handed) Brett: I have some pretty special dance moves (if I do say so myself) that only come out after dark, and with a few encouraging bevies under my belt. And I have a pretty smick shed down the back of the house – wouldn’t you with 6 women? Kammi: I have a strange habit of counting stairs when going up or down them! 9. Who would you most like to have lunch with and why (eg. Richard Branson, just to say I’d had lunch with him! or to ask him how he gets so much stuff done) Brett: Would probably have to be Jennifer Hawkins because she looks like she would be a very interesting person to talk to!! Kammi: Maybe I would join Brett & Jennifer and talk to her about her fitness program!!!
Tip3 and why: Enter Awards – the immediate credibility of winning an Award (or even being able to claim you were a finalist) could be the difference to your business. It attracts quality work, quality customers and hence quality profit! Plus, if you maximise the win through free media exposure immediately after the win, you can gain even more short and long term benefits for your business.
7. Favorite tool and why? My favorite tool would have to be Mobile Me. For the first time ever Kammi and I are able to see each other’s diaries as well as the 5 girls activities. I finally know what
HIA Awards presentation with Johanna Griggs
TradeTalk 5
LOST IN THE WEB It
Get The Domain Before The Name
is unfortunate that not all of us have the opportunity to ‘start our business again’ and hence do things the ‘right way round’, instead of the ‘wrong way’. The cliché ‘if only I knew then what I know now!’ immediately springs to mind… I bet it’s something you’ve thought too…
For those of you lucky enough to be reading this article and act FAST, or those with a start-up business, then get ready with pen and paper for this tid-bit of information could be the million dollar ticket to your business…
So let’s talk about one specific example of this ‘right way round’ rule that applies to all business – Securing your domain name before securing your company name. Now put up your hand if you started your business well before the internet? And leave it up if you did nothing, thought nothing, of the internet and the impact it may have on business once it did evolve? Right… well, for some it’s too late, and an alternate solution (and yes, there is one) needs to be found!
Why is this so important? Because quite simply, as entrepreneur Tim Know states “if you don’t have a website you’re losing business to other companies that do”.
Get the domain before the name. You didn’t read wrong. It is imperative that you secure your url, your 24/7 business on the internet before you decide on a Pty Ltd business name.
The truth be known: The old ways of doing business is NO longer OKAY. Don’t believe me? Then how about you check out these facts from the Australian Bureau of Statistics (ABS).
“Yes, if you have a business you should have a website. Period. No questions. Without a doubt…” “Whether you are a one man show or a 10,000 person corporate giant, if you don’t have a website you’re losing business to other companies that do” ~Tim Know – Entrepreneur FACT: The Australia population sits at 22.7 million
FACT: At the end of December 2010 Australia’s active internet subscribers hit a phenomenal 10.4 million in Australia (this excludes internet connections through mobile handsets). This represents an annual growth rate of 16.7% and an increase of 9.9% since the end of June 2010. FACT: At the end of December 2010, there were 8.2 million mobile handset subscribers in Australia. This represents an increase of 21% from June 2010 FORWARD PROJECTION: If the growth rates continued as noted for the 6months between June and December 2010 above, then at June 2011 the current active internet subscribers would have 6 TradeTalk
reached 11.4million and current mobile handset subscribers 9.9 million. Independently they are almost 50% of our Australian population, or combined shows that a whopping 94% of our Australian population has some form of internet connection. Now do you think you need to be on the internet? If these facts don’t convince you that you need to own your url, then give thought to how to protect your brand or trademark (a story for another time). So it’s time to take action to own your own piece of internet real estate, your brandable domain name. This means people that know the name of your company can easily use a search engine to navigate there. The first step is to check out crazydomains.com.au, one of the many Australian web hosting companies on the market, and purchase your company url.
3/ Make sure you purchase the .com.au. We are in Australia and hence the search engines will rank you higher using this tag than one with .net or .org.
4/ Make sure you also purchase the .com. For such a low entry price, it is important to protect your brand.
5/ Buy your company domain name immediately. It doesn’t matter if, at this point, you have no intention of using this website. The name can be purchased for a very low price point generally less than $30 for a two year tenure. From a strategic perspective, how do you plan to get traffic to your website? Well, let me tell you this – even if your website has a brandable name, it can still rank well in search engine results for keywords and phrases.
To help with this process, here are 5 hard & fast
rules to ensure you select the right domain name. 1/ Your domain name should match your business name exactly, or as closely as possible (your brand). Customers will type your business name into the search engine when looking for you. For example with Dr.DRiP our domain name is www.drdrip.com.au
2/ Don’t include dashes/hyphens between your words. It needs to be easy to remember. For example it is far easier to remember www.drdrip.com.au than www.dr-drip.com.au
“You don’t get rewarded by your intention, you get rewarded ONLY by your execution!” There is nothing more true than this… How well do you execute your intentions on a daily, weekly and monthly basis?
7 TradeTalk
8 S M A L L BU S I N E S S S U RV I VA L T IP S:DO ING YO U R PA RT F O R T H E AU S T R A L I A N E CON O M Y % h e n% s m a l l% b u s i n e s s% i s% t h e% W % backbone% of% the% Australian% economy,% isn’t% it% your% responsibility% to% ensure% your% business% survives% for% the% long%term? The$ Australian$ Bureau$ of$ Sta2s2cs$ (ABS)$ reports$ that$half$of$ the$Australian$private$sector$workforce$ is $ employed$ in$ businesses% with% less% than% 20% employees.$ These$businesses $provide% over% 40%%of% the% jobs% in% the% country.$ It$ also$ reports $ that$ the$ average$annual$growth$over$the $last$ 3$years $as $9%.$ An$incredible $sta2s2c$in$itself,$but$there $is $one$with$ even$more $significance$–$the$fact$ that$fuelling$ this$ growth$ is,$ what’s$ called,$ micro% businesses$ (those$ with$less$than$5$employees).$This $sector$has$had$an$ average$net$ growth$ of$ 11%$ over$ the $same$ period$ and$makes%up%an%amazing%61%%of%all%businesses. So$ with$ the$ facts$ in$ hand,$ what$ is $our$ part,$ as$ a$ small$business$or$micro$business? Quite$simply$ it$is $Survival $–$not$ only$ for$ trade $and$ customers,$ but$ for$ our$ staff,$ ourselves$ and$ our$ country.$ This$ responsibility$ should$ not$ be$ taken$ lightly. It$ is $ unfortunate$ to$ report$ that$ the$ ABS$ also$ released$data $that$42%$of$the $businesses $started$in$ 2003/04$had$not$survived$3$years $later.$Interes2ngly$ enough,$ it$ is$ also$ at$ this $ point,$ between$ years $ 3$ through$ to$ 6,$ where$ most$ small $business $start$ to$ fail.$So,$how$can$we$prevent$this$from$happening? It$would$be $fair$to$say$that$all $business $go$through$a$ lifecycle$ (a $discussion$ for$ another$ 2me,$ but$ quick$ reference,$ check$ out$ ‘The$ Seven$ Stages$ of$ the$ Business$Life$Cycle’$ on$page$11,$Systems:Module6)$ where$their$needs $vary$ according$to$their$maturity.$ This$presents$different$challenges$at$different$2mes. But$ for$ starters,$ we$ can$ learn$ a$ great$ deal $ from$ those$business$owners$that$fail. Sta2s2cs$tell$us $that$ 90%$of$ small $businesses $that$ fail $are$because$of$the $lack$of$skills$and$knowledge$ of$the$owner.$Their$failure$to$recognise$weakness $in$ the$ business $and$ hence $seek$ solu2ons $to$ resolve$ them. 8 TradeTalk
How%then,%does%business%succeed? Business$ success,$in$my$ opinion,$boils$ down$ to$a$number$of$key$elements:$here’s%our%top% 8%small%business%survival%HpsI 1.% Vision. $ Seeing$ the$ bigger$ picture,$ the$ final$ des2na2on$ of$ the$ business.$ To% be% able% to% arHculate% where% you%want% the% business% to% go% and% what% it% looks% like% at% the% end.$ It’s$ about$being$able $to$communicate$this $with$passion,$ in$a$way$ that$mo2vates $the$team$to$get$behind $you$ and$help$you$achieve$this$dream.
2.$ Being% Adaptable.$ Having$ an$ open% mind,$
being$ accep2ng$ and$flexible $to$change.$ Specifically$ in$the$arena%of%technology.
3.$ Systems.$ They$ have $created$ a $system$ that$ is$
easy$ and$ simple$ to$ follow$ for$ the$ same$ posi2ve$ favourable $ outcome.$ With% systems% you% can%
leverage% people,% technology,% money% and% Hme%–% get%more% done% with%less$ –$and$hence$ provide$the$business$owner$to$wear$another$‘hat’$to$ focus$on$the$growth$and$future$of$the$business.
4.$ Seeks% professional% advice% from% experts.$ Solid% advice% from% people% such% as% a c c o u nta nt s ,% l aw ye rs ,% o r% b u s i n e s s% experience% from% a% ‘mentor’% –$ someone $who$ has $ owned$ and$ operated$ their$ own$ business$ and$ can$talk$from$ experience.$ This $advice $is $priceless$ in$se[ng$you$up$for$success.
7.$ AcHonItaker.$ Posi2ve$ thinking$ gets $ you$ nowhere$without$posi2ve$doing.
8.$ Lastly,% focus.$ All $ this$ aside,$ it$ is $ cri2cal $ to$ ensure$you$don’t%waiver% your% focus,$or$ change$
course$ because $ the$ result$ will$ be $ the$ difference$ between$a $successful$business $and$an$unsuccessful$ one.
Are% you% doing% your% part% to% support% the% Australian%economy?
5.$ Right% people/Strong% culture.$ The% RIGHT% people% are% criHcal% to% running% a% successful%business.% A$good$environment$and$ culture$ with$ strong$ communica2on$ breeds $ a$ solid$and$ united$team$ that$ work$ well $together$ and$is$produc2ve.
6.$Awareness. $Specifically$ of$their$ profits/cash$ flow,$and$are $ready$and$willing$to$take $immediate$ ac2on$ where $ necessary$ for$ posi2ve $ results.$
Never%be%complacent!
free%video%of%the%month Jack Canfield, highly acclaimed author of ‘Chicken Soup for the Soul’, helps us understand how to achieve more in a day.
If you’ve ever felt overwhelmed with how to get through your ‘to-do’ list, then Jack’s practical and exceptionally easy tips will guarantee a successful productive day in the office! This 1:04 minute video shares with us: ★ Why planning the night before is critical ★ How to prevent working someone else’s agenda ★ The benefits of scheduling – when and how long
Check it out and let me know what you think. The link – http://www.youtube.com/watch?v=GaQ90aR-nis Or Go to www.youtube.com and type in to your address bar: Jack Canfield: Planning Your Day 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 ’
Are you trying to advertise like the big guys and are left wondering ‘why isn’t this working for me?’
H
ow about I let you in on a secret, there is a really big difference between the advertising strategy you would adopt when marketing a large national or global company versus that of a small business. The most obvious difference would be their budget. Now, I don’t know about you, but not one year has gone by where I’ve had in excess of $100 million (or even $1 million) of money to play with in my trade business marketing budget… (sounds good though…). The second difference is their focus on brand building. Think the Summer ‘CocaCola’ ads. All about feelings, emotions and fun. They’re not directly selling you a drink, but subliminally they are! They want you to connect with the ‘thought’ of drinking a Coca-Cola whenever you’re having fun in the sun. And does it work? You be the judge. This is all about getting the product into the thoughts, hearts and hands of their target audience – us! Big budgets provide a plethora of marketing options.
10 TradeTalk
Let me ask you a question: if you were to run an ad that featured only your logo, your address and number, would that be attractive to your customer? If you answered NO, you’d be right. What’s in it for them? I’m sure, like me, you see these ads all the time. Me, me, me is all they say. Where is the information that attracts the customer? The money? As a small business, you should only be focused on creating a direct response, a lead that you can turn into a paying customer. You need to be tapping into the specific problem and hence the solution required by your customer. Remember: return on investment. And how can you do that? Perhaps a lesson for another time… So when planning your marketing spend, and more specifically the advertising/ marketing campaigns (website, local papers, magnet drops etc), think about how you’re going to talk directly to your customer and measure the response to ensure you know if they are ‘working for you or not’ with a good ROI, rather than building a brand.
Ange & Andy's GIGANTIC Success Secret of the Month Reading%and%applying%these%% constantly%provide%focus%and%clarity%in%every%aspect%of% our%life%–%both%personal%and%business.%We%hope%they%have%a%similar%effect%in%yours.
If you want to accomplish anything, get out of your comfort Zone. Most people will do almost anything to prevent change and to stay in their comfort zone. It is always far easier to do ‘what you’ve always done’, to do ‘what is familiar’. This is a sure sign of getting the ‘same’ results, and if these results are not favourable, then you’re already heading down the wrong path. It’s time to push the boundaries… As Brian Tracy once said – “Move out of your comfort zone. You can only grow if you are willing to feel awkward and uncomfortable when you try something new.”
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
How to Squash Those Blood Sapping Mosquito's It’s
%
%%%
late%and%I’ve%been%busy%trying% % % to%make%even%the%smallest%dent% in%the%overwhelming%list%of%items%on%my%‘to% do%list’,%and%right%now%I’m%feeling%low% because%I’ve%had%a%horrible%day.%I%consider% this%past%6hours%unsuccessful%all%because%of% one%Hny%liZle%problem. “zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz”* the* noise* of* the* pesky*liPle*mosquito*doing*laps*around*my*body.*I*can’t* see*him,*but*I*know*he’s*near*me.*I*hate*mosquito’s,*so* within* the* past* hour* I’ve* had* to* stop* on* numerous* occasions*to* sit* as*sSll*as*I* possibly* can*and* search* the* room*with*my*eyes.*Every*liPle*corner,*air*space,*landing* zones* –* everything* is* absorbed* with* xVray* vision* with* liPle* success* of* pinning* down* the* locaSon* of* the* Sny* animal. This* acSvity* takes* at* least* 2minutes,* and* when* you’re* stopping* every* 10minutes* or* so,* I* must* admit* equals* unproducSve*Sme. I*have*to*tell*myself* “he’s*harmless*really”,*so*that*I*can* find* my* trainVofVthought* again* and* get* stuck* back* into* work.* Sure* enough,* another* 10minutes* goes* by* and* ‘zzzzzzzzzzzzzzzzzzzz”,*he’s*back! The* problem* with* this* Sny* miniscule* liPle* bug* is* the* honest* fact* that* they* are* bloodVsapping,* dirty* liPle* creatures* that* cause* immediate* distracSon* with* long* term*negaSve*effects!*Argghhhh,*now*I*know*why*I*can’t* stay*focused*when*a*mosquito*is*lurking*in*the*shadows. Then*it*hit*me…*there*is*more*than*one*‘mosquito’*in*my* room,*in*fact*there*are*plenty. The* mosquito’s* that* keep* buzzing* in* my* mind* and* breaking*my*concentraSon*include*a*long*list*such*as; •*“I*really*should*dust*this*desk*–*it’s*filthy” •* “the* washing* baskets* are*overflowing…*I* bePer*put* a* load*in*the*machine” •*“Where*is*that*piece*of*paperwork?*I*really*need*to*do* some*filing*so*I*know*where*things*are…” •*“Oh*no!,*I*haven’t*defrosted*the*chicken!*Now*what*are* we*going*to*have*for*dinner*tonight!” •*“There*are*SO*many*pieces*of*paper*on*my*desk*that*all* mean*work.*Where*do*I*start?” •* “I* really* need* to* organize* the* painter* for* bathroom.* Wonder*who*I*should*call?” Fact*is,*my*‘mosquito’s’*cover*a*basis*that*is*far*and*wide* and*drain*me*from*complete*concentraSon*on*the*job*at* hand…* like* the* ‘real* pesky* mosquitos’,* these* irritants* have*got*to*go! 12 TradeTalk
So%here’s%the%deal…%I%had%to%work% out%a% way% to%ensure% these%‘mosquito’s’%where%squashed%once%and%for%all. It*started*with*a*list.*A*very*long* list*of*every*mosquito*I* could*think*of*–*one*page*for*personal*life*and*a*separate* page*for*business. The*list*needed*to* be*prioriSzed*using* A,B,C.* All*the* A’s* were* income* producing* acSviSes* or* affected* other* people. That*said,*there*were*plenty*of*C’s*on*the*list,*and*in*fact,* these*probably*made*up*the*majority*of* the*mosquito’s*I* referred*too.*Even*the*fluffy*state*of*my*desk*was*geeng* me*down. So,* I* made* a * pact* with* myself.* That* I* would* acSon* 2* mosquito’s* on* the* list* every* day* this* week.* I* even* included*the*date*and*how*long* they*would*take*beside* the*line,*that*way*I*knew*100%*that*I’d*scheduled*Sme*to* get*them*done*once*and*for*all!
Result=%I%could%finally%focus%my%aZenHon%on% the% work% at% hand% with% no% pesky% liZle% mosquito% taking% over% my% mind.% The% mosquito’s,%one% at% a% Hme,% are% successfully% being%exterminated! What* pesky* mosquito’s* do* you* have* lurking* around* draining*your*life? Isn’t*it*Sme*you*took*acSon*to*remove*them*once*and*for* all?* Start*today* with*just*one*and* see*how* much*bePer* you*will*feel!
Criticism Is The Price For Success The trick is to prepare for it and profit from it! O ne of the most surprising a n d disappointing things about reaching an important goal is that many people won't share your happiness when they hear about it (this could be from your closest family and friends).
Some will even criticise your achievement. The well known Australian term for this is ‘tall poppy syndrome’ and will affect the best of us if you let it! This has happened to me a lot in my success-driven life. The criticism always hurts - but it hurts less now that I have put a barrier up between myself and the negative attitudes of some people. Moreover, I've learned to profit from it. You can too. What's important, I've found, is not the criticism itself but how I react to it. Praise motivates me to do more of what I'm doing. Criticism - which used to make me want to quit - spurs me to examine what I'm doing and see if I can do it better. This has happened on countless occasions with my business. One example was when we moved our office from our home to the current location in Artarmon in 2007. We had a goal to operate our business in a more central location to our work on the condition that we were a large enough business to accommodate the additional expense. My friends and family where saying things like ‘don’t take the unnecessary risk’, ‘it won’t work, you’re growing too fast’, ‘you’ll break the business’. That set me aback. After doubting myself for a few weeks, I set to the task of profiting from their comments. I reviewed what they said and made notes on the points I thought were valid. I re-evaluated our financial situation and wrote the pros’/cons of the move considering the worse case scenario. We had done our research and considered the move an opportunity too good to pass up. A calculated risk we were prepared to take. I thanked those family members and friends for their honest critique and I meant it. In What Got You Here Won't Get You There: How Successful People Become Even More Successful, Marshall Goldsmith talks about how important feedback is to success: "Feedback is very useful for telling us 'where we are.' Without feedback... we couldn't have results. We
couldn't keep score. We wouldn't know if we were getting better or worse. Just as salespeople need feedback on what's selling and leaders need feedback on how they are perceived by their subordinates, we all need feedback to see where we are, where we need to go, and to measure our progress." Goldsmith acknowledges that negative feedback "can be employed by others to reinforce our feelings of failure, or at least remind us of them - and our reaction is rarely positive." Worst of all, negative feedback can sometimes shut us down. "We close ranks, turn into our shell, and shut the world out." Here are some useful techniques for profiting from criticism. 1. Remember that criticism is the price of success. As writer Elbert Hubbard said, "Criticism is something we can avoid easily by saying nothing, doing nothing, and being nothing." So if you do something, you're going to be subject to criticism. Prime Minister Kevin Rudd gets criticised. Celebrities like Brad Pitt get criticised. Even Mother Theresa was criticised. The more success you have, the more criticism you will engender. Some of it will be helpful. Most of it will be useless. But don't be afraid of it. It won't kill you. It will only make you stronger. 2. Dump your failure-support group. This group includes jealous friends, professional enemies, and habitual critics. These people get their kicks from kicking you when you are up. They want you to be down where they are. Don't go there. Just ignore them. 3. Take helpful criticism seriously. Constructive criticism is sometimes harsh but it's always well intended. It's not hard to identify it. The hard thing is to accept that it is helpful and use it to improve yourself. 4. Solicit criticism - from people you respect while there is plenty of time to make changes. We do this regularly with new ideas within our business. We gather the team together and ask for general feedback on the new marketing idea. By getting their criticism early, we don’t feel its sting. It's just an idea. And ideas, as we all know, are not worth anything until they are put into action. Another benefit from doing this is that it allows plenty of time to make changes before a great deal of the work is done. (Story inspired by ETR) TradeTalk 13
Tradesman Inner Circle Helping Tradesman Australia Wide Since 2008 To%our%Members, You%are%never%far%from%help. Unlimited%Phone%Support%
Call%us%whenever%you%need%us%on%1800%704%822
Tradesman Inner Circle Boot Camp Friday 21 & Saturday 22 October 2011 Vibe Hotel, North Sydney Taki%Moore The*McGyver*of*MarkeSng
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*PeopleVskills* Expert*&*Trainer*of*Trainers
Kerri%PoZharst Modern*Day*Entrepreneurial*Athlete* &*Olympic*Gold*Medallist,*2000*
Michelle%Gorton
Dale%Beaumont Australia’s*Next*GeneraSon* 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. Check*it*out!*a*ladder*that* extends*from*about*45*cm*to*3* mtrs.*If*you’re*sick*of*lugging* around*a*couple*of*bulky*ladders* then*the*Xtend*&*Climb* Telescoping*Ladder*could*be*for* you. As*long*as*you*can*get*the*image* of*a*Mr*Bean*style*collapsing* accident*that*is... Yours*for**$186,*sweet.
I*am*not*sure*about*you*but*what* I*hate*about*my*iPhone,*iPad,* Apple*TV,*and*PlaystaSon*is*the* fact*that*I*have*to*type*on*the* screen.*This*liPle*ultra*compact* mini*bluetooth*qwerty*key*board* fixes*all*that.*It*connects*to*your* devices*wirelessly*and*then* allows*my*fat*liPle*fingers*to*type* away*with*ease.*At*about*50* clams*its*a*bargain. 16 TradeTalk
I%love%this%liZle%gadget.%It’s%a%rear%view%mirror%with%built%in;% • Wireless$Backup$Parking$Camera$–$Displays$Image$on$Car$Rearview$Mirror • Bluetooth$Hands$Free$Kit$–$Incoming$Caller$ID$and$Call$Announcing • Built$in$Speaker$and$Microphone,$FM$TransmiTer$and$Wireless$Earpiece • Supports$UWdisk,$SD/MMC$cards$for$MP3$playback • Phone$Book$sync$and$other$advanced$phone$func3ons • Full$duplex$&$background$noise$suppression • Park$with$extra$confidence$and$enjoy$an$allWinWone$mp3$player$and$hands$free$set Would$it$have$stopped$my$Mrs’s$from$reversing$into$my$Subaru$in$the$drive$way?$Probably$not,$but$ it’s$s3ll$preTy$cool.$And$for$about$$120,$it’s$a$fair$deal. %%%%
%%%%%%
Cool%iPhone%Apps%for%Tradies THINGS How*oqen*is*do*you*feel*your*head*is*about*to* explode*with*all*the*things*you*have*to*get*done,* and*by*when? This*is*a*very*cool*app*for*geeng*thing’s*done.**It’s* very*easy*to*use*and*has*some*clever*ways*to* manage*your*To*Do*lists. It*can*also*sync*wirelessly*with*the*desktop* version. *
Features ✓.Wireless.synching ✓.Due.dates.for.lists ✓.Notes ✓.Projects ✓.Web.support.&.help
TradeTalk 17
NEXT MONTHS ISSUE NEXT MONTH: Are your marketing messages consistent? How to make sure you’re not wasting your marketing investment dollars with this 6point checklist. My 7 step formula to getting a lot done fast. This is my personal formula to increase productivity that you can copy immediately with the same positive results! Alright crew, that’s enough from me for one month… off to play with the kids! 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*newslePer*and*any*accompanying* material*are*for*general*informaSon*purposes*only.*It*is*the*responsibility*of*the*reader*to*comply*with*any*local,*state*or*federal*laws.*SSck*with*me*here*while*I*conSnue* with*this*legal*blahVblah.*The*Publisher*has*taken*all*reasonable*measures*to*ensure*that*the*material*contained*within*this*newslePer*is*correct.*The*Publisher*provides*no* representaSon*and*gives*no*warranty*as*to*the*accuracy*of*the*informaSon*and*does*not*accept*any*responsibility*for*errors*or*inaccuracies*in*the*informaSon*contained* herein*and*shall*not*be*liable*for*any*loss*or*damage*arising*as*a*result*of*any*person*acSng*in*reliance*on*informaSon*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!