Download - Let's Talk Business Feb. 2013
Marketing Means Business 0451 184 599 Email: [email protected] Web: www.marketingmeansbusiness.net.au 1
ARE YOU RISKING CRIME IN YOUR BUSINESS?
Crime impacts 1 in 3 small
businesses.
Crime is the biggest threat to small business in Australia costing owners an estimated $3.9 billion a year according to a study by the Australian Institute of Criminology.
Also, a 2012 survey by The Insurance Council of Australia found that 17% of all registered businesses had no insurance and a further 17% were under-insured.
A staggering 70% of uninsured and under-insured businesses affected by a major event such as a fire or a storm, do not recover. So, risk prevention and adequate insurance are essential.
Research conducted by the Australian Institute of Criminology throughout Australia in 2011, found that crime is the most common incident
from increased data theft since the global financial crisis. Figures from research firm Ponemon showed data theft has continued to be a major pain point for all businesses, with insiders – former employees or contractors – responsible for a third of all information breaches last year. These breaches were the result of either an employee’s negligence, or malicious attempts to syphon data from the business for personal gain.
You can obtain your Business risk health check and risk information from ABBi Insurance Group.
For your FREE Risk Management Guide to help you identify and evaluate the risks your business faces, please contact Dennis Chiron on 0451 184 599 for a free
Business Safety Checklist.
Let’s Talk Business MARKETING MEANS BUSINESS - Solutions for Small Business
Issue 02 February 2013
experienced by 1 in 3 small businesses.
Shoplifting is one of the most common crimes affecting small business in Australia with an estimated loss of billions each year. In addition, according to a recent National Retail Security Survey, the number one source of shrinkage for a retail business is
internal theft.
Some of the types of employee theft include discount abuse, refund abuse and even credit card abuse. Unfortunately, this is one loss prevention area that generally doesn’t receive as much monitoring as customer theft.
Small businesses have called for tougher criminal penalties for former employees who steal or leak sensitive company information, as experts warned that millions in losses had arisen
It is estimated that ninety percent
of the population has committed
a shoplifting crime at some point
in their lives. Younger children
will sometimes take things from a
store because they do not
understand the effects of
shoplifting while others may lack
self control. Teens account for
fifty percent of all shoplifting
cases. This population may also
not fully understand the effects of
shoplifting on themselves, other
teens, adults, and the rest of
society.
Marketing Means Business 0451 184 599 Email: [email protected] Web: www.marketingmeansbusiness.net.au 2
“Business is like a wheelbarrow. You
can fill it with anything but nothing
happens until you push it.”
Advertising techniques are tools. The
tools you use to attract attention, en-
gage minds, trigger emotions, and
change what people think. All of which
can lead to sales. Or votes. Or clicks.
Advertising techniques can influence
behaviour across the spectrum of per-
suasive communications: direct mail,
newspaper and magazine ads, commer-
cial websites, radio and TV, even social
media pages.
You'll make more effective ads, faster,
if you know which ad techniques work,
and which work best.
Having the right advertisement can
sometimes, have people coming to your
store, shop or office in droves.
Preparing your advertisement often re-
quires a great deal of thought, and
SKILL.
The Body of the Advertisement
Offer this in the form of benefits from
the customers point of view. Customers
want to know What Is In It For Me
(WIIFM). What will I gain if I go to the
store or buy that service?
Everyone knows that freshly squeezed
orange juice makes you feel great and
gives you get up and go. Firstly:
Keep it simple, to the point and with a
benefit to the customer.
If you use lots of words, break these
up with subheadings, or mini
headlines.
Using lots of words suggests you have
something important to say, and
people will read as long as you retain
their interest. This is the same way
you read articles in a newspaper. You
skip to the next article often before
completing the current one because
you have lost interest.
Find a Unique Feature
Find something which will makeyour
product/service appear different from
the others on the market. If everything
appears the same people buy on price.
Appeal to a characteristic of the target
group you wish to read the
advertisement; for instance, age or
health, occupation.
Try not to be a “me too” advertiser.
Everyone is advertising ..“mince”.. so
why not me?. See if you can show
how your ..“mince”.. is different, even
in a small way, or how it can be used
to make a greater variety of meals.
Taking up the Offer
This is where you ask the customer to
visit or take up your offer
Offer information on how to get
the product, your name, address
and phone number.
Perhaps they need to cut out a
coupon and post for more
information.
Make it easy for people to find and
do business with you.
Perhaps a map in the
advertisement will help.
Make sure you have a number on
the front of the shop or location.
It is very frustrating trying to
find number 53, when no one
has street numbers.
Write your ad with a natural
style. Don't try to be
pretentious or over friendly.
Just write it the way you'd say
it.
Decide who you're target
audience is, and suit your
language to your intended
audience.
The final sales pitch, when it
comes, must have three specific
parts:
It must incorporate a good
deal; e.g. "40% off!"
It must be urgent; e.g. "Only
seven more days!"
It must be risk free; e.g.
"Backed by a 90-day, no-
questions-asked, money-back
guarantee!"
End by telling the reader what to do; e.g. "Ring now" or "Click here to order now for immediate delivery!"
Needless to say, ordering details must be clearly visible and simple to follow.
Cheers!
Dennis Chiron Marketing Means Business 0451 184 599
www.marketingmeansbusiness.net.au
Advertising - is there a Better Way?
Some Tips To Make Your Advertising Work, from Dennis Chiron
Marketing Means Business 0451 184 599 Email: [email protected] Web: www.marketingmeansbusiness.net.au 3
Corporate Psychopaths - Do you have one in your business?
I first came across this term whilst watching an edition of the ABC’s Catalyst program and it really struck a chord with me.
I guess most of us at some time or another have worked in an organization with someone who had an innate ability to ‘kiss up and kick down’, seemingly without the boss being aware of their actions. The important thing for us as owners and managers is to be able to recognize these individuals, and take action before they undo all the effort we have put into building a good corporate culture. After all they can appear to us to be highly motivated operators who get things done, and are therefore much more likely to be rewarded than removed.
So what is a Corporate Psychopath?
Robert Hare, a Professor from the University of British Columbia is thought to be one of the first to use the term in an address to the Harvard Business School, when he compared the similarity of some of the personality traits of the heads to some of the world’s largest corporations to those of serial killers and other kinds of violent criminals. It seems that around 1% of the general population isn’t burdened by conscience. Given that our general prison population is less than this figure, and would include a significant proportion who are incarcerated for other reasons such as substance abuse, it is reasonable to expect that many will be found in
the business world. Indeed they are likely to excel there.
In general, psychopaths have a profound lack of empathy, but possess an astounding ability to fake it. They seduce their victims with charm that masks their true nature as pathological liars, master con artists, and heartless manipulators. Easily bored, they crave constant stimulation, so they seek thrills from real-life ‘games’ they can win – and take pleasure from their power over other people.
“These are callous, cold-blooded individuals,” Hare said. “They don’t care that you have thoughts or feelings. They have no sense of guilt or remorse.”
You’ll find them in any organization where, by the nature of their position, they have power and control over other people and the opportunity to get something.” Organizational chaos provides both the necessary stimulation for psychopathic thrill seeking and sufficient cover for manipulation and abusive behavior.
Hare contends that the lack of remorse or guilt; shallow affect (a coldness covered up by dramatic emotional displays that are actually play-acting); and failure to accept responsibility for their own actions. Sound like anyone you know?
The damage this type of person can do to your organization is enormous,
both in terms of staff retention and in dealing with your clients. The unfortunate thing is that you as the business owner will probably not know and will find them to be both charming and a high performer, at least until you become their next target. Indeed, you’ll probably find yourself promoting them ahead of their peers.
How can I avoid the fallout?
In the end it’s all a question of risk management, and I don’t really think we can completely eliminate the possibility of ending up with a corporate psychopath in our team. However, I think there are three major actions we can take to minimize the risk:
The first is to use tools such as psychometric testing prior to appointment, to minimize the risk and potentially inviting one of these individuals into the fold, particularly into a position of influence.
Secondly, 360 degree feedback mechanisms may assist to highlight emerging concerns amongst team members and fellow workers; and
Thirdly, if corporate psychopaths thrive in organizational chaos, having in place a strong philosophy of structure, systems and measurement may well be you best defence against firstly attracting them, and secondly retaining their interest. Remember they are easily bored and crave constant stimulation, so I if you demand constant accountability and performance against all the objectives of your business, they may seek out an easier target. After all, there are plenty of other businesses out there that might not be as organized as yours. *
Geoff Butler FAIM AP, MAITD MACE
Principal/Business Improvement & Implementation Specialist
Business Optimizers
Mobile: 0414 943072
Fax: 3036 6131
Email: [email protected]
Skype: business.optimizers1
Marketing Means Business 0451 184 599 Email: [email protected] Web: www.marketingmeansbusiness.net.au 4
Under occupational health and safety (OH&S) and new work health and safety (WHS) legislation, as an employer, you are obliged to provide:
safe premises
safe machinery and materials
safe systems of work
information, instruction, training
and supervision
a suitable working environment
and facilities. Complying with these duties can prevent you from being prosecuted and fined, and help you to retain skilled staff. Workplace health and safety authorities in each state and territory and Safe Work Australia have responsibilities for enforcing the OH&S legislation. They provide education, training and advice on health and safety at work. You can get information about your OH&S obligations and other valuable OH&S resources both in hard copy and online from their websites. Please note that legal obligations of employers vary according to circumstances. You may wish to seek independent legal advice on
what is applicable to your situation.
As a business owner you can
access a range of information to
assist you meet your obligations or
remain informed about workplace
health and safety issues that may
affect you such as:
Managing risk
Workplace incidents
Workplace rights and
obligations
Resolving an issue at the
workplace
Health professionals
Small to medium enterprises
program
Medium sized business initiative
For Example; The Small to Medium
Enterprise Program provides free,
easy-to-use services to help you
manage health and safety in your
business.
For more information on this
excellent program visit: http://
www.deir.qld.gov.au/workplace/
businesses/small-medium-
enterprises/index.htm
Ron Court
OH&S Advisor
0419679619
WORKPLACE HEALTH & SAFETY
Employer’s Obligations
“Office Politics:
It’s not who you are or
what you know, it’s who
“One fellow who takes a
helluva lot of interest in
his work is the money
lender.”
WE ARE A NATION OF
CAFFIENE ADDICTS
Did You Know . . . .
that Australians
consume more than
2,400 million cups of
coffee each year?
And that coffee is the
world’s second most
traded commodity
behind oil?
“Some of the world’s greatest
achievements were
accomplished by people not
smart enough to know they
were impossible.”
“There are
no speed
limits on
the road to
excellence.”
Marketing Means Business 0451 184 599 Email: [email protected] Web: www.marketingmeansbusiness.net.au 5
It’s happening right now,
Australian shares are performing
very well !
After several years of volatile
returns, Australian shares
returned nearly 14% last year.
But people are generally still
fearful after the Global Financial
Downturn of 2008.
March 2012 will be the fifth
anniversary of the bottom of the
share market and a lot has
happened since then, so should
you buy Australian shares?
You might like to consider it and
speak with your adviser.
“I don’t know which shares to
buy?” – I hear you say. Individual
shares can go up and down in
price because large institutional
investors can make millions by
buying hundreds of millions of a
company share and then selling
quickly when the price improves
by only a small percentage.
Hence, short term traders love
volatility.
But as mum and dad investors,
how do we save ourselves from
being caught up in this volatility
cycle? Or more importantly, how
can we get it right? . . . It seems
so complex !
Well, why not use a professional
fund manager?
They are usually highly qualified
and spend all their time
researching markets.
They usually specialise e.g.
infrastructure, commodities,
Australian, International Shares,
currency etc. These managers
are much better placed to make
educated judgements on what to
buy and sell than most.
“How do I find a good fund
manager?” Like everything, there
are good and bad ones. The
simple answer is ‘Quality
Research’. But where do you get
quality research?
Your financial adviser has
access to research on hundreds
of managed funds. That way you
can invest in good Australian
companies without the stress
and worry of having to work it out
by yourself.*
Paul GILLMORE DFS
Founder and Director
Southern Cross Financial Services
07 5429 5561
Don’t Look now . . . . Australian Shares
are improving !
DIRECT MAIL SET TO
BECOME MORE
TARGETED
he Australian Family Lifestyle Survey, which has been delivered to 33% of
Australian households, will enable direct mail companies to target their message better than ever.
The survey is being conducted by CustomSelect, a division of GeoSpend, which is 50% owned by Australia Post.
Recipients of the survey are being encouraged to respond to the questionnaire, which includes questions on buying habits, by the inducement of a $150,000 sweepstake.
GeoSpend is likely to use the
resulting information to mount
a serious challenge to all other
direct marketing mail
companies, in terms of the
collected data, which when
analysed, will assist the
company in knowing exactly
what the consumer will buy
through direct mail, when they
will buy, and how much they
will spend.
The golden rule for every
business is this: “Put yourself
in your customer’s place.
Orison Swett Marden
Marketing Means Business 0451 184 599 Email: [email protected] Web: www.marketingmeansbusiness.net.au 6
KEEP IT LOCAL
Business Working Together
BRIBIE BETTER BUSINESS INC. “Aspiring to achieve a Combined, Progressive and Dynamic Culture for all Local Businesses”
Proudly supporting our Members and other Local Businesses
