The Australian Small Business Blog

The Australian Small Business Blog

This Blog has been providing a Forum where Australian Small Business Owners can exchange Ideas old & new and get Advice from experts in Australia on how to Improve their Businesses through better Business Management, Planning & Strategy, Business Systems and Marketing Strategy and Systems for over 10 years. They will also learn about the Small Business Best Practice Benchmarks that are critical for their success. Our Ultimate Objective is to help Australian Small Business Owners take their Business to the Next Level and achieve their Goals whatever they may be.

Monday, November 22, 2021

Top Small Business Articles of 2021


by Dr Greg Chapman


With 41 posts this year on the Australian Small Business Blog, it is now time to reveal the top post as ranked by Google for page views.

3. How Steve Jobs Prices Products   In this post Dr Greg Chapman deconstructs Steve Jobs use of Price Anchoring to maximise the price of the first iPad.

2. The Five Pillars of Business Success: Pillar 4: People Systems In this podcast Dr Greg Chapman discusses how to get the most from your people.

Monday, November 15, 2021

Ad of the Year 2021


by Dr Greg Chapman


Each month over the past year, the Australian Small Business Blog has presented ads or items about advertising which illustrated specific strategies that are critical for success. Now, as voted by the number of views as recorded by Google, here are the top three ads of 2021.

3. Joy Making a boring but necessary product fun - this is my personal favourite.

2. Changing old traditions If the only reason we do something is that's the way we have always done it, perhaps it's time to change.

Tuesday, October 26, 2021

A Matter of Taste



by Dr Greg Chapman


The Gallo brothers were one of the pioneers in the Californian wine industry. They are now the largest family owned wine business in the world. But it was not always this way.

Ernest Gallo once called on a customer in the midst of the depression. He gave him a tasting test, one from a 5c a bottle wine (this was the depression) and the other from a 10c bottle. After tasting both, the customer chose the 10c bottle.

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Tuesday, October 19, 2021

Fast Tracking Your Reputation Strategy





                     by Dr Greg Chapman

For any type of business advisor, whether an accountant, coach or consultant, reputation is everything. A number of factors are crucial to this, but one of the most important is how you demonstrate your expertise to buyers of your advice.

There are many ways this can be done including presentations, online or in live events and publications where you can showcase your expertise. Unfortunately it can take some time to accumulate your own intellectual property, but there are ways to fast track this.

Tuesday, October 12, 2021

Ad of the Month – It’s all about the Sizzle


by Dr Greg Chapman


There is an old saying in advertising – Sell the sizzle not the Steak. It’s all about building anticipation. The odour of the steak as it slowly cooks. The herbs and even the sizzle itself, heightening your senses to the point where you just can’t wait to take your first bite and finally savour the flavour.

Obviously in an ad, you can’t taste the steak, or even smell the odour, but you can hear the sizzle. This ad with Daniel Craig is an excellent example of selling the sizzle.

Monday, October 04, 2021

Are You the Last to be Paid in Your Business?





                     by Dr Greg Chapman

The way most people run their business, they are the last to get paid. Their wage is what’s left over after they have paid their bills and their staff. If there’s not enough to go around, they take a cut, or even worse, have to chip in from their own pockets to make sure that everyone else gets paid.

Is there another way? Yes.

Monday, September 27, 2021

Are You Big Enough to Trust?



by Dr Greg Chapman


When selecting a new supplier for a product or service, particularly for a more complex sale, there is always a risk that you might not get what you want. So you look for clues to give you confidence.

Who recommends them? Do they have a guarantee? What sort of after sales support will they provide? Are there independent reviews? Who else has bought from them? What is the quality, or does the low price indicate it won’t last?

These are questions you ask to give you the final confidence in making the buying decision, when you have checked out all the other product attributes, because we all know what it says on the box is not necessarily what we get inside. We need to be reassured that we will get what we pay for.

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Wednesday, September 15, 2021

Pricing Strategy Secrets





                     by Dr Greg Chapman

Are you confused about Pricing Strategies?

Are you struggling to make ends meet in your business or practice?

If you’re just scraping by, then perhaps you’re not charging enough for all the hard work you put, day-in, day-out, into your business.

If your business runs on tight margins you’ll struggle to have a successful business, as so much energy has to be focused on you just ‘staying’ in business.

In the video below I reveal some important secrets of pricing.

Monday, September 06, 2021

Ad of the Month – Unbelievable


by Dr Greg Chapman


This month I cover two ads, both of which use an unbelievable narrative in quite different ways and for quite different purposes. I think one works and one doesn’t. Let me know what you think.

Wednesday, September 01, 2021

Covid’s Impact on Small Business





                     by Dr Greg Chapman

The following is an interview with journalist, Steven Nguyen, on the impact of the Covid restrictions have had on small business.

 
How do you think the recent snap lockdowns have affected businesses and their workers?

Monday, August 23, 2021

At What Price?



by Dr Greg Chapman


When marketing a product or service, businesses find it difficult to set their prices. Too high, and no-one will buy, too low, everyone will buy, but you go broke. So how do you set your prices?

The basic principle of pricing is that you should set your prices as high as the market will allow. But what does that mean?

This means understanding the value you offer compared with your competitors.

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Monday, August 16, 2021

Should you take Business Advice from a Rock Star?





                     by Dr Greg Chapman

The music industry (pre-Covid) is very big business and in staging a major tour, there are many moving parts and even small lapses can end in disaster. One of the biggest and most ground breaking bands of their era was Van Halen with their frontman David Lee Roth, who encapsulated the stereotypical rock and roller. Hard working, hard living and a brand designed to outrage their elders and delight their fans.

That’s not orange juice they’re drinking.

Monday, August 09, 2021

A Great COVID Guarantee





                     by Dr Greg Chapman

Due to the high uncertainties in this time of COVID, people are extremely risk adverse about booking anything requiring in person attendance more than a few days in advance, let alone an interstate conference in November. The risk of lockdowns, lockouts, enforced quarantines is just too great.

However, I received this invitation from the Family Business Association that almost eliminates the risk for attendees.

Monday, August 02, 2021

Ad of the Month – The Story


by Dr Greg Chapman


Suppose you want to convey a lot of information in your ad. Just listing all the features of your product would make a boring ad which most would turn off before they got even halfway through. But if you create an interesting story, and better yet, set it in the old wild west with shades of Blazing Saddles, you get an ad that everyone will watch to the end.

Monday, July 26, 2021

Will you be there when the planets of your customers' universe align?



by Dr Greg Chapman


Some people believe when the planets align, that the world will end. (While planet alignment is rare, it happens fairly regularly, so I think we can ignore that.) Others believe that the extra gravitation pull can result in earthquakes and other violent phenomena, but there is little evidence of that either, although you may see some unusually high tides.

Still others believe that the alignment of the planets can cause craziness amongst humans, although I wonder how you could tell the difference. Whatever you believe, I like to think of the alignment of the planets as a special event when a series of coincidences occur that change people's behaviours.

Compare this with the factors in the life of your customers.

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Thursday, July 15, 2021

Married to the Business - For Richer or Poorer





                     by Dr Greg Chapman

Luke and Anna have their own business building homes. Luke is a registered builder, and has a high level of technical skill, but Anna is the person who manages the finances. She also knows the business is not as great as her husband tells everyone it is.

While she tries to explain to Luke the cashflow problems, he is not that interested as they always seem to be able to scrape by. Nothing gets Luke quite as excited as seeing his projects transform from the drawing board into bricks and mortar reality. He is the technician and a perfectionist. The clients love him.

Anna is always worried about the cash on hand to pay their suppliers, their employees and sub-contractors, and if there is anything left over, themselves!. She is the Manager.

Monday, July 05, 2021

Ad of the Month - Buying a Customer


by Dr Greg Chapman


Lots of businesses give a free trial of some description as an introduction to new customers, but this is usually for a non-physical product or service. It’s somewhat harder for the seller of physical products where there could be some loss involved.

This clothing retailer found a way of doing this for their target market, while at the same time getting great publicity for supporting those who really need it even before they can become a customer.

Wednesday, June 30, 2021

How to Stop the Firefighting in Your Business



                     by Dr Greg Chapman

A key reason that most business owners don’t ever find the time to work ON their business is that that spend far too much of their time fighting fires. They lurch from crisis to crisis. No sooner than a band-aid fix has been found for one problem, than their biggest customer rings up to say they haven’t received their urgent order. This means that the time you had put aside to review your monthly sales performance is lost. The urgent takes priority over the important.

What if you could get out of the firefighting business? That you didn’t get continual surprises from your staff or contractors. That things worked the way you expected 95% of the time. (100% would be nice, but as long as human beings are involved, that can’t happen!) What I am about to recommend will appear to some as just extra time that takes them away from the fires they know should be dousing. There is only one way of getting out of the firefighting business. Unfortunately most business owners believe the answer is to get better at firefighting. All this will do is over time wear you down and exhaust you and your staff. The correct answer is below:

Wednesday, June 23, 2021

When is a Sale not a Sale?


            
 
                       by Dr Greg Chapman

 
The upmarket department store, David Jones used to say, rather snootily:

 
As you know, David Jones don’t have sales, but we do have Clearances.”


Regular sales can cheapen a brand. People will hang out for sales to get bargains.

Monday, June 21, 2021

Don't Charge at Elephants



by Dr Greg Chapman


In every sector there are 2 or 3 big guys, the elephants. Everyone knows them. They have marketing power. They have buying power. And yet, elephants are afraid of mice.

But don’t try to beat an elephant by playing an elephant’s game. You can’t beat them on price. You can’t out-advertise them. You can’t offer the same range. Your distribution network will never be as extensive.

So how can you be like the mouse? The mouse scares the elephant because the elephant feels something happening between its feet, and it can’t see it or stop it.

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Dr. Greg Chapman is also the author of
The 5 Pillars of Guaranteed Business Success

The Five Pillars of Guaranteed Business Success

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