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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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.

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.

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.