The ideal for any business owner is to turn their business into a Profit Machine that can run without them. However, in order to achieve this, a critical step is to take control of their marketing.
Tuesday, May 23, 2017
How to Double Your Profits and Put Your Marketing on Autopilot
The ideal for any business owner is to turn their business into a Profit Machine that can run without them. However, in order to achieve this, a critical step is to take control of their marketing.
Monday, May 22, 2017
Are Your Customers having a Nice Day?
Some years ago, I worked in the corporate world in the US, and after 3 years I, my wife and two kids were to be transferred to the UK. My employer had engaged an international moving company which would handle the packing and transport of all our possessions. The same company would handle the unpacking in the UK.
As we had accumulated a lot in the US (they make it really easy to spend your money there) it was to take 3 days to pack and remove everything. Each day, the packing team arrived promptly on our doorstep at 8am lined up behind their leader. They were neatly dressing in crisp uniforms. The team leader explained each day what they would be doing and they proceeded to work.
The packers, if they had a query about an item, asked politely about how we wanted them to be packaged, even our children’s precious items which to the uninitiated looked like junk. They were always polite and courteous. Each night they cleaned away any mess, and explained what would happen the next day. While moving is always stressful, they did everything they could to make the move as painless as possible.
After we flew to London we organised the UK removalists to deliver and unpack everything. The difference with the US team couldn’t be more stark. More...
May You Business Be - As You Plan It!
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Leading Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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Thursday, May 18, 2017
What should I do now?
by Dr Greg Chapman
You have caught a buyer’s eye. Perhaps it was your expensive ad in a magazine, or even an ad online that has cost you nothing (till someone clicks on it), or got them to your website or store, what do you want them to do next? Buy?
Of course, but if they don’t know you yet, and you shout “Buy Now” you will just as likely lose the buyer as they run out the door or click away. So the customer may take some time to look around to see if they are in the right place.
There is a moment of uncertainty. It may be the right place, but the range of options may just be too overwhelming, so just at the time they are asking themselves “What should I do now?” – tell them.
If it’s an ad, tell them why they should visit your website or store. How will taking such action help them? What benefit can you provide?
Of course, but if they don’t know you yet, and you shout “Buy Now” you will just as likely lose the buyer as they run out the door or click away. So the customer may take some time to look around to see if they are in the right place.
There is a moment of uncertainty. It may be the right place, but the range of options may just be too overwhelming, so just at the time they are asking themselves “What should I do now?” – tell them.
If it’s an ad, tell them why they should visit your website or store. How will taking such action help them? What benefit can you provide?
Thursday, May 11, 2017
Small Business Best Practice Benchmarks - Performance Review
by Dr Greg Chapman
Previous small business best practice benchmarks articles covered the need for a Five Year strategic plan and an annual business financial and operational plan. Obviously important, however, General Truman once said:
Planning is essential but plans are useless
He was of course referring to a battle situation where the enemy has its own plan which is, naturally, to prevent your plan from succeeding. This means that plans must be flexible and responsive to changed circumstance.
The planning process enables you to consider the possible outcomes but not to identify which of the possible outcomes is likely to be the reality. A good planing process will also have identified contingencies.
Tuesday, May 09, 2017
Ad of the Month – Point of Difference
In a world of cutting corners, slashing costs and instant gratification, it’s nice to know there are some businesses who insist on attention to detail and taking the time to do things properly. For this business they demonstrate this in a series of ads, just taking that attention to detail a little bit farther.
Tuesday, May 02, 2017
Marketing Moments – Educate Your Customers
by Dr Greg Chapman
Few companies get the most they can from their sales potential with their current customer base, yet most are preoccupied with getting new customers. This happens because there isn't any allowance in their marketing program to keep current and prospective customers well informed. Customers need to have a constant stream of information about the products and services you provide. Otherwise they will assume that you cannot fulfill their needs and will look for other businesses that can.
In this podcast I discuss promoting your less well known services to your existing customers.
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