brand

Friday 6th January 2012

Happy New Year!  I do hope you all took some time out to enjoy the festivities of New Years Eve, and I don’t know about you, but I really savour the moment that the clock ticks over to midnight.  A brand new year full of possibilities is ahead.  Time to make those resolutions!  (and perhaps, check out Ms MadWoman, Melina Schamroth’s top tips on making sure you reach them.) Read more

Introducing The Pulse!

No-one goes through their entire life with the same hairstyle – and neither do we here at the Small Business Owner blog.  Thanks to you, this blog has been such an incredible success that it’s getting a fabulous new makeover!

The team at MYOB has loved bringing you the latest thoughts from the wordsmith de jour, Paul Hassing – so much so, that we’ve cleared some space on our website and custom built a brand new platform!

It’s called The Pulse, and we’re very excited to introduce it to you.  It’s launching tomorrow night, but we thought as loyal Small Business Owner fans, we’d give you the first sneak peek (glamour shot above).

It’s going to be a hub of news and social media – think of it as your one-stop-shop to get your finger on ‘the pulse’ (excuse the pun) of everything business owners are keen to know about.  We’ll have a section for business owners, one for accountants, and also some space so you can get insights, tips and views from our team, as well as a sneak peek into life in the MYOB offices.

We’ll also have plenty of new authors to introduce to you.  We’re positive you’ll like them as much as Paul.

But what does this mean for Paul and his delightfully entertaining posts?

Absolutely nothing!  Paul will continue to provide the Tuesday and Thursday posts you know and love, and, like always, he’ll be around to chat and respond to your comments.

For now, we’ll also be leaving the Small Business Owner blog live, so you can revisit all your favourite posts whenever you like.

We like to think of it like moving house.  We’ll miss the place that’s been our home for the last few years, but we’re pretty excited about moving into brand new digs!

So now it’s time to pack those boxes.

We’ve spent plenty of time tossing around ideas about the best way to transition to The Pulse.  Until we realized that the best part of the Small Business Owner blog is all of your amazing insights, knowledge and experiences.  So who better to help us?!

While we’ll keep Paul’s pieces here for a few more weeks, we’ll also be posting them on The Pulse.  Eventually, we’ll move across there permanently.  We’ll let you know well in advance before that happens, and make sure to post plenty of links here at the Small Business Owner blog so you can find us.

So, without further adieu, we open the floor to you all.

Have you ever made the move to a new blog or website?

How did you do it?  What worked?  What didn’t?

How would you think the blog should move into its new digs at The Pulse?

Emma Mulquiney | Online Editor MYOB

What’s the magic word?

We’ve seen how business strap lines can become part of mainstream culture.

How about words?

Hoover, Xerox and Google all went from brand names to generic English terms.

Can we give our brands a similar boost?

Word Up

In almost every book he writes, Seth Godin either invents or takes control of another term, from permission marketing to purple cow to linchpin.

These terms have helped cement his place as a global thought leader.

Should we, as businesspeople, do likewise?

Liferal

I’ve been trying to get liferal in the dictionary for years.

It wasn’t doing much, until it featured on national radio this month.

The ABC kindly agreed to add an Empire link and suddenly I’m getting more traffic from here than anywhere else.

Having the nation’s broadcaster pointing at my site should boost its search engine ranking.

Will this translate into business? Probably not immediately or directly.

But it should add to my long term momentum.

Swagger

Our Mike Boyle is also on a word quest.

As a sales specialist, he’s been trying to find (or create) the perfect word to encapsulate the quality of a great salesperson.

Here’s what Mike says about his term, swagger:

Sales people aren’t born; they’re trained. High performance sales comes from developing through four stages:

1. Build a sales PROCESS.
2. Conduct ACTIVITY around that process.
3. From your wins and good losses build SWAGGER.
4. Through refinement create sales EFFECTIVENESS and efficiency.

Of these, swagger is the key enabler of rock-star sales people.

We’ve racked our brains to find a different word, because swagger doesn’t quite cut it.

Poor sales people are arrogant and pushy. Great sales people have a certain rare vibe/force/thing about them that makes them stand out. A calm urgency, coolness with persuasion, confidence with empathy and directness with rapport.

These behaviours, seemingly at odds, perfectly describe swagger. The trouble is, swagger can also mean pompous.

So I’ve also toyed with sales essence, but it’s still not right.

If your readers have a better word, I’d love to hear it!

Say the Word

The best I can come up with is elan (energy, style and enthusiasm).

Mike doesn’t think this beats swagger. He’s still searching.

If he succeeds, the world will know him as the bloke who invented the magic word.

Can you suggest a better term than swagger, sales essence or elan?

Failing that, do you have a special word you’d like to promote?

If not, what’s your favourite made-up (or appropriated) word and who owns it?

What good has it done them?

This forum is open,

sesame!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Today we welcome Sheila Smith, author of The Birthday Dragon, which she proudly self-published this year.  Sheila candidly shares her experience of launching her own business, and the mistakes she learnt from along the way.  Thanks for joining us, Sheila!  Emma

As I prepared to self-publish my first book, The Birthday Dragon, I thought (rather smugly) that the business side would be easy. Experienced in publishing and in business generally, I wasn’t going to do anything silly. Yes, that’s the sound of my forehead hitting the desk.

Not only did I do it all wrong, I didn’t even do what I already knew! What was I actually doing when I should have been getting the business side squared away? Well… mostly coughing while I formatted until my eyes bled.

As a one-person business, there was only me to get things done.  And I simply wasn’t all there. I’d come down with the flu, which was the topper to a ghastly six months for me. So, right as I published my book (in a fever-dream), I spent a couple of weeks in a state of semi-collapse.

If I could do it all again, I’d do plenty of things differently.  Here’s my top five mistakes.

1.      Don’t forget your launch plan. You need it where you can see it. Consider having it tattooed inside your eyelids, or on the forehead of your beloved. I forgot to look at my plan. Completely.

2.      Emotions are great fuel, but don’t leave your brain behind. Someone bought a copy of my book, emotion took over and my mind went completely blank. I forgot I was even launching a business.

3.      Don’t be vague. I was planning to launch sometime in June, thinking I was avoiding pressuring myself. But sometime on May 30th, while in a flu haze, I became obsessed with publishing on June 1st. This is probably how the first edition ended up with an entire scene accidentally deleted from chapter one!

4.      Even no-budget launches need marketing and PR. I made a few semi-hysterical tweets about my book’s debut. Sales went into double figures on the first day. I thought this might happen in a few months. In shock, I was convinced (in my delirium) that it would be arrogant to note who mentioned buying it. I did thank them though!

5.      Without my support systems, I was fail. I ignored my friends. Several marketing and PR lovelies sent long thoughtful emails, to which I said mostly “Argh no!”. Instead of figuring a way to use what they suggested, I had knee-jerk reactions based on my current (ill, over-emotional, reclusive) circumstances. Part of my problem was an inability to see even simple solutions, and my plan – that I wasn’t looking at – needed an escape clause written in.

It’s my own fault. Excuses are symptoms of a deeper malaise. When I planned my book it was done with flexibility in mind. I even shifted my narrator from one character to the next, and the plan (with the flock of attendant spreadsheets) took it all. With inflexibility, and by ignoring good advice, I lost that golden period where a book has the gloss of ‘new release’ shining on it.

I’m confident about overcoming this shaky start, but I’ve made it hard for myself, and where’s the sense in that?

What lessons did you learn along the way when starting your own business?

Sheila Smith, Author, The Birthday Dragon

Do you have a slogan that sticks?

The ripping response to our elevator pitch debate got me thinking of an even shorter (yet possibly more important) business branding element.

The strap line.

Also called the tag, tag line, end line, slogan and motto, this is a short, memorable phrase designed to connect consumers with a product, campaign or organisation. (Once again, Wikipedia nails it.)

For such a tiny device, tags can pack a BIG punch.

So let’s check ‘em out.

Word Association

Do you recognise these tags?

Products

• Avagoodweekend.
• Puts a rose in every cheek.
• Get one or get lost.

Organisations

• We try harder.
• Think different.
• For all creatures great and small.

Campaigns

• Got milk?
• Life, be in it.
• Yes we can.

See what I mean?

Needful Things

Coca Cola is odd in that they change their tag like there’s no tomorrow. I was stunned to see the extent of it.

To me, this extreme variability suggests they have zero to say (nyuk nyuk), but put an awful lot into saying it. However, it doesn’t appear to have done their megabrand status any harm.

Then you have what’s arguably the mother of all tags:

• Just do it.

I don’t use the products, but I like the simplicity, stability and stress of this statement.

Chickening Out

This month, KFC (formerly Kentucky Fried Chicken) replaced their 50-year-old Finger-lickin’ good tag with:

• So good.

Again, I don’t eat the stuff, so this change doesn’t affect me.

Do you think it’s good or bad for the brand?

My Tag

My early Feisty Empire tags were lame*:

• Anything with words.

Too vague. No implied or intrinsic benefit.

• Clear, concise, correct communications.

Death by alliteration!

Luckily, brilliant Adam invented my current tag when designing my logo:

• Fighting words.

I love it – as do many clients: a rare confluence!

Not only is it short and nice to say, it has two meanings:

1. I give clients powerful words with which to win market share.
2. I fight bad words (e.g. long, wrong, tired words).

Question Time

If you have a tag:

1. What is it?
2. What does it mean?
3. How did you get it?

If you don’t have one:

1. Why not?
2. Do you want one?
3. Would you like everyone in this forum to brainstorm suggestions?

Tag:

you’re it!

* Though rather better than Coke’s 1966 effort!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                      Going … Going …

In response to my recent topic struggle, Naomi kindly offered some suggestions.

Top of her list was: Elevator Pitch.

As someone who avoids cities, buildings, elevators, people, hands, eyes and conversations, I’m not the best possible ambassador for this important business tool.

This, however, creates a magnificent opportunity for you to step in.

Definition

Wikipedia’s (Empire-abridged) definition of elevator pitch is:

A summary used to quickly and simply define a product, service or organisation and its value proposition.

The name reflects the idea that it should be delivered in the span of an elevator ride (around 30-120 seconds).

Elevator pitches are used in venture capital applications, job interviews, professional service summaries and speed dating.

Pitch Black

I’ve never used an elevator pitch.

The closest I’ve got was doing the home page for my new website.

This was the hardest piece of writing I’ve ever done.

Here’s what I came up with (modified for elevator use):

My Pitch

Every communication builds or erodes your brand.

I’m the expert who can make all your communications perfect.

Perfect communications ensure your growth and prosperity by:

• Delivering your message,
• In the best possible way,
• So your audience does what you want.

By helping you reach the top of your field, my premium writing, editing and proofreading services pay for themselves many times over.

Ta da!

Actually, I don’t think that’d convince anyone.

Which is a shame, me being a copywriter and all.

The good news is, the only way is up!

Your Marvellous Opportunity

Why not give us your elevator pitch?

If you’re feeling cagey, remember this blog is promoted to thousands of small- to medium-sized enterprises.

That’s a lot of eyeballs on your stuff.

Batter Up!

Enter your pitch in the comment box below.

Press the button.

And watch your fortunes ascend!

…

…

…

DING!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                  Not with those shoes!

As we’ve gathered a galaxy of brilliant brains to this blog, there’s something I wish to ask.

Something that’s been bugging me for decades:

Does exclusive actually mean anything in business?

I’m not sure it does.

A Lot of it about

Google yields 0.9 billion results for exclusive. That’s thrice more than for bread.

It’s obvious exclusive is widely used in commerce. There are firms who deal in exclusive:

• Backpacking.
• Photography.
• Hardware.
• Swimming pools.
• Catering.
• Wrought iron.

I can’t fathom who these firms are excluding, unless it’s prospects who are old, ugly, unco, poor, fat or frail. (That’s me gone!)

In these fragile times, it’s hard to imagine vendors knocking back anyone with a great wad of cash in their hand.

Am I being too literal again?

Raw Deal

The same reasoning applies to exclusive deals. I’ve never seen a deal that excluded anyone who had the loot to pay for it.

One furniture chain advertises their wares as ‘exclusive, not expensive’.

I’ve since found the same claim for products as diverse as paint, flowers, kitchens and real estate.

What the hell does it all mean?

Limited Patience

A further ploy is the use of ‘limited edition’ on everything from cars to laptops to numbered, collectable (adorable!) hand-painted newborn porcelain dolls with (gorgeous!) lifelike eyelashes.

I understand that creating an illusion of scarcity is a tactic to drive up price.

But does anyone really believe there aren’t 50 spare container loads out the back for every limited-edition product on offer?

Setting Limits

In my business, I exclude clients who lie, play mind games, set impossible deadlines, devalue my work or fail to pay.

But I exclude them after they actually do these things, not before they’ve even picked up the phone.

These days, the original exclusive brands like Louis Vuitton (1854) and Swarovski (1895) are anything but. (Especially in Japan, where they’re crazy for the stuff.)

These and other formerly exclusive names have become so endemic, they’re now called luxury brands. That doesn’t stop the hordes forking out top dollar for them.

Come in, Spinner!

So, exclusive; is it a:

• Hollow echo of the past?
• Throwaway term tacked on to evoke caché?
• Fair dinkum statement of business practice?

Do you exclude customers from your company?

If so, is the exclusion explicit or situational?

Can you name one brand or product for which exclusivity is a legitimate commercial device?

Space is limited (as is time).

So don’t miss out …

Comment now to avoid disappointment!
 

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                Have you been tempted?

These days, ‘conflict of interest’ seems to mean:

If it’s in my interest, there’s no conflict!

I don’t quite see it that way.

But I have.

Old School

When working for an ad agency, I was surprised to find myself writing for two BIG FIVE* clients in the same week.

I strive to do my best. So unless two clients have markedly different stories to tell, I feel conflicted that I can serve only one properly.

This means the second client gets a lesser deal, which upsets me.

As there was little light between these two clients, I asked the boss if we could cut one free and give the other our all.

I argued that in so doing so, we’d:

1. Capture the high moral ground (and thus sleep well at night).
2. Help our remaining client dominate their market (resulting in a growing spend).
3. Differentiate ourselves as a truly ethical supplier (and thus gain new, like-minded clients).

The boss regarded me as if I were insane, then explained that our foreign masters would be highly unamused if we sacked a million-dollar client for ethics.

The trouble was, we only had one studio.

As work for both clients grew, we told them we had separate creative facilities for each. Though technically true, the separation was a line of masking tape on the carpet and a direction not to look when the other side was printing.

One day, the bigger client sacked us, citing conflict of interest.

Not long after, the second client also left. As did many staff.

Conflict resolved.

New School

When I went freelance, I finally had the glorious chance to practise what I preached.

Instead, terrified of insolvency, I grabbed every client I could.

So much for ethics!

To my knowledge, no client was harmed in the conflict; but that’s splitting hairs.

It’s only now, years later, that I can ‘afford’ the luxury of focusing on one client in each sector.

But some things still sting.

Not Again!

Lately I’ve been doing a truckload of work for a BIG FOUR client.

Last week I was offered a job for this company’s arch rival.

The gig was perfect: fun, lucrative, interesting and right up my alley.

I could’ve done it without anyone knowing.

But that wouldn’t have been right.

So I knocked it back with gritted teeth.

My grateful client told me they were loyal and that I’d be rewarded.

There was talk of karma.

The Great Wheel

So, I’ve gone from angel to mercenary and back again.

I’ve learnt that conflicts of interest, while appearing external, really dwell within.

So how strong is your moral compass?

Have you foregone instant loot for chronic brownies?

Did you come back as a sea-eagle?

Do you think business and ethics can coexist?

Or, in today’s cut-throat world,

do good guys finish

last

?

* i.e. five fierce, roughly equal competitors dominated this sector.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                         Do you sing your clients’ praises?

We know it’s vital to make customers feel good.

But how often do we make them feel fantastic – like life is beautiful and the world is a happy, marvellous place?

Too seldom, I’ll wager.

Dear God

I don’t pray often, but once a year I always do.

It’s when I’m stiff with fear on my dentist’s chair.

And it goes a little like this:

Hiya, God. I know I’m not too reliable at this praying caper, but I figure that frees you to concentrate on more pressing things. I do remain extremely grateful for everything you’ve given me. While I’ve got you, I was wondering if we could do the dentist deal again. It seems to be working pretty well for us. So if you’re still up for it, that’d be really ace. Love, Paul.

Here’s the deal:

If I escape the chair with nothing worse than a scale and clean, I donate $50 to the first charity I come across.

If I need a filling, or some other dreadful treatment, all bets are off.

So far, this deal has worked nine years in ten.

Magic Moment

There’s a particular moment I know God’s coming to the party.

It’s when my dentist, having zapped and prodded me to his satisfaction, utters one of the most beautiful sentences in the English language:

Good, Paul. You’ve got a lovely set of teeth.

At these words, my body relaxes and my soul soars. And I know that soon I’ll be back in the sunshine a free man.

Feeling Groovy

So powerful is this feeling, I recently tried to convey it to some of my clients.

First I wrote to Flip Shelton about her new cookbook:

Dear Flip,

Your book inspired Fonnie to make stir-fried tofu and veggies on the weekend. (Page 123.)

This was her first new recipe in quite a while.

I’ve always been frightened of tofu. Not any more!

The recipe rocked. And so did its maker.

Ergo, you also rock.

Onya!

P.

Flip instantly replied: 

That is so fabulous to hear! 

Can’t tell you what that does to my head and heart.

x

Next I wrote glowing, heartfelt testimonials for two other clients.

As LinkedIn is fast becoming very important to switched-on professionals, I posted my words there.

Within minutes, both clients returned the favour (not that it even was one).

My conclusion from these happy events is that people really, really like being told how good they are.

My plan is to tell them a lot more.

How about you?

What a Wonderful Audience!

Do you gladden client hearts?

If so, how?

If not, why?

And when?

You guys are SO ace.

Can you give us an A-men?

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                     Some eBayers are less equal than others.

I’m pretty miffed at eBay.

Yet again, a firm has punished my loyalty by excluding me from special deals offered to new customers.

We’ve seen this time and time again.

My latest experience teaches the value of:

1. Avoiding sudden moves.
2. Keeping customers informed.
3. Ensuring your definition of ‘good’ matches theirs.

We’ll also see how ‘online chat help’ stacks up.

Good News

It began so well …

After seven years of dedicated eBaying, I’d earned a 100% approval rating from 391 customer reviews. (And if you’ve endured the cretins who try to rort eBay, you’ll know this is quite a feat.)

So I was delighted when eBay unilaterally tacked a PowerSeller logo to my name. I clicked it to learn that:

PowerSellers are a community of sellers who are recognised and respected for their selling efforts on eBay.

As pillars of our community, PowerSellers are committed to upholding and embracing the core values that are the very foundation of eBay.

They are exemplary members who are held to the highest standards of professionalism, having achieved and maintained a 98% positive feedback rating and an excellent sales performance record.

Yep! I thought. That’s me alright! Nice one, eBay. So what do I get? What do I get?

Bad News

What I got was an email offering a weekend of FREE ads.

This didn’t look like a PowerSeller-specific offer, but I was still eager to take the win.

It was timely, as I had 22 unsold items ready to relist.

I started to do so, only to find my ads were not going up for free.

After some exploration, I found fine print which said the offer excluded PowerSellers!

I was literally being punished for being a good guy.

We were only talking a few bucks, so I was confident of negotiating a solution via eBay’s online help chat.

Petra Fried

Thank you for contacting eBay Australia Live Help! Please hold for the next available Live Help representative.

…

Petra*. has joined this session!

Connected with Petra.

…

Hi! Thank you for contacting eBay, Petra here. Can I grab your full name please?

Paul Hassing.

Thanks and how can I be of help Paul?

It seems the deal of free ads over this weekend doesn’t apply to PowerSellers. Is this true, Petra?

…

Are you still there?

Yes I am here.

What free ads are you referring to?

I got an email on Friday offering no insert fees for all ads starting at $0.99. When I read the fine print, however, it said it didn’t apply to PowerSellers. This upset me, as I’ve just become a PowerSeller and I feel I’m being punished for my loyalty, while lesser eBayers are getting a better deal. Is this the case, or do I have my wires crossed?

Are you referring to this List your 99c Auctions for free?

Yes. The fine print says: *Not available to Store subscribers, accounts registered outside Australia, PowerSellers and business registered sellers.

I understand you would want to avail of the offer.

Let e explain this to you.

Yes for any offers there are terms and conditions also qualification just like of becoming a power seller.

Why you are not qualify for the reduced pricing? Because your fees are reduced already.

Much reduced than regular sellers.

How much?

It depends on your Powerseller Status as you were given discounts.

Also if you have a store insertion fees and final value fees are lesser too./

Right. Would you concede that, whatever discounts I now receive as a PowerSeller, they’re not quite as attractive as FREE?

Then it’s your option now.

Youc an opt out as a power seller.

Right. Would you also agree it’s a bit ordinary that, after 7 years, 391 positive comments and a 100% positive approval rating, it’s not unreasonable for me to wish I could enjoy the weekend benefit lesser eBayers are receiving as we speak?

It is your opinion and that is respected. Everyone fines something that suits for them depending on how they benefit from things being offered.

If you think that you can benefit more on not being a powerseller then it’s your point of view.

OK, Petra. Thank you for your time.

Welcome. It’s my pleasure chatting with you. Thanks for using eBay Australia Live Help. Whenever you’re ready please close the window.

Thank you, Petra. The pleasure has been all yours. Please note that this conversation may be recorded for training and blogging purposes.

No worries. If that suits you.

Bye.

…

Petra has left this session!

The session has ended!

Not Happy Jan

When eBay made me a PowerSeller, they didn’t consult me or explain the terms.

They assumed the new ‘benefits’ (of which I’m still unaware) transcended those I’d enjoyed as a lesser mortal.

Obviously they were wrong, and I feel decidedly unspecial about my treatment.

A celebration of steadfast loyalty has been botched for the sake of policy, procedure and a few bucks.

Nor do I feel keen to press on with further sales.

Maybe it’s time for a change.

What do you think of it all?

Has eBay sold out?

I bid you speak.

* Not her real name.

Paul Hassing, Founder & Senior Writer, The Feisty Empire