let's talk business feb. 2013

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Small business information, support, advice


  • Marketing Means Business 0451 184 599 Email: dennis@marketingmeansbusiness.net.au Web: www.marketingmeansbusiness.net.au 1


    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: dennis@marketingmeansbusiness.net.au 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


    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

    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


    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-

    questions-asked, money-back


    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: dennis@marketingmeansbusiness.net.au 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