let's talk business feb. 2013
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Marketing Means Business 0451 184 599 Email: firstname.lastname@example.org 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 employees 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.
Lets 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 doesnt 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
Marketing Means Business 0451 184 599 Email: email@example.com 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
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
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
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
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
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
Decide who you're target
audience is, and suit your
language to your intended
The final sales pitch, when it
comes, must have three specific
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-
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.
Dennis Chiron Marketing Means Business 0451 184 599
Advertising - is there a Better Way?
Some Tips To Make Your Advertising Work, from Dennis Chiron
Marketing Means Business 0451 184 599 Email: firstname.lastname@example.org 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 ABCs 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 worlds largest corporations to those of serial killers and other kinds of violent criminals. It seems that around 1% of the general population isnt 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 dont care that you have thoughts or feelings. They have no sense of guilt or remorse.
Youll 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 b