Programmatic Advertising: Beginners Guide For Tauranga Based Businesses

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What have you heard about Programmatic Advertising so far?

(Perhaps only by book summary from a few weeks ago?)

It seems like awareness is only now starting to grow here in New Zealand.

Some say that NZ is perhaps 3-5 years behind the rest of the world.

It’s time for us to catch up.

In fact, our timing is good, because getting involved now has the benefit of us accessing a much more mature system. The rest of the world has been removing the bugs for us!

I have come to believe that Programmatic Advertising is about to explode in New Zealand, so I’m looking for a handful of Tauranga based businesses that would like my help to get started.

Enquire Now

At the bottom of this page in an enquiry form, but first, let’s answer questions you might be wondering right now.

Q: “What is Programmatic Advertising?”

Continue reading “Programmatic Advertising: Beginners Guide For Tauranga Based Businesses”

Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time, by Oliver Busch

This book has the honour of being the most expensive e-book I’ve ever purchased.



I had just heard that Programmatic Advertising was about to explode in New Zealand and I wanted a definitive introduction, and this book promised to be it.

In the free preview I could see that every chapter had 2 or 3 different authors for a total of 45 authors.

That must be where the cost of the book adds up!

But actually, on the very last page it says that the authors waived their fees, and the proceeds are going to a charity called the Children’s Shelter Foundation.

Anyway, the book delivered what it promised.

Interestingly, this book doesn’t provide a concise definition, of what Programmatic Advertising actually is, so I’ve put my own together from a variety of sources.

What is “Programmatic Advertising”?

  • Programmatic Advertising is a way to deliver digital advertising to the right person, at the right time in the right place
  • It is the algorithmic purchase and sale of advertising space in real time, using a vast network of hi-speed machines and software to automate the buying, placement, and optimisation of media inventory via a bidding system
  • Therefore, advertisers are able to tailor a specific message to a specific person to maximise the opportunity to convert exposure to an ad into an action that the advertiser wants the person to take

Continue reading “Programmatic Advertising: The Successful Transformation to Automated, Data-Driven Marketing in Real-Time, by Oliver Busch”

70 Ways to Advertise: Advertising You Can Try Next

This post was originally published on 27 Jan 2010 and updated on 16 Aug 2018.

With so many options, where do you start?

Just need a list of advertising to try for your business?

Online Advertising

01. Build a website for your business
02. Build a campaign specific mini-website for your business
03. Create Text Ads using Google Adwords
04. Display advertising (banner ads, video ads)
05. Programmatic advertising (serving your ad to an individual on their smartphones at just the right time, when they are in just the right geographical location)
06. Organic Search Engine Optimisation
07. Improve your Google Maps listing
08. Email Marketing / E-newsletters
09. SPAM (unsolicited email is illegal in many countries)
10. Online Directories (eg YellowPages online and country-wide business directories)
11. White papers / e-books
12. Blogging
13. Facebook Page (or Group)
14. LinkedIn
15. Experiment with other Social Networking sites like Twitter, Pinterest etc
16. Contribute to Special interest forums (eg Google Groups)


Continue reading “70 Ways to Advertise: Advertising You Can Try Next”

Alibaba: The House That Jack Ma Built, by Duncan Clark

I am somewhat addicted to AliExpress app on my phone. Just about every week we’ll have a tiny package arrive all the way from China. It feels like receiving a mystery gift every time because it’s been 4 weeks since I ordered the item so I’m not sure what’s inside.

The items are of such high quality, so cheap and the free shipping is irresistible.

I’ve known about Alibaba for a few years but hadn’t made a purchase until AliExpress.

There were 3 big surprises in the book:

  1. Alibaba wasn’t the “overnight success” that I thought it was
    • In fact, it’s 20 years old
  2. China is big. Really big.
    • Yes, we all know that China has more than 1.2 Billion people but I little human brains have trouble processing the shear scale of a number that big
    • Alibaba sends out 30 million packages per day
  3. Jack Ma built one of the first websites for China, and co-founded one of the first China-based companies that built websites for clients in 1995

My notes on “Alibaba: The House That Jack Ma Built” by Duncan Clark. Continue reading “Alibaba: The House That Jack Ma Built, by Duncan Clark”

10 Techniques To Improve Your Ability To Remember Peoples Names


I’m envious of people with photographic memories. Wouldn’t it be great to be able to remember peoples names effortlessly!

But it doesn’t come naturally to me.

However, I do have a reputation for remembering peoples names.

What you don’t know is how hard I work at it.

Why do I work so hard?

2 reasons.

  1. First, because it’s so important! A persons name is the “sweetest sound in the world to them, in any language” (Dale Carnegie).
  2. Second, because I like people remembering my name. And the first step to achieve that is to remember their name first.

Over the years I’ve picked up a range of techniques from a number of books, articles, conversations that I’ve used to improve my ability to remember names.

That’s what I’m sharing with you today.

What you need to do is find a combination of a handful of techniques that suit you in particular. Continue reading “10 Techniques To Improve Your Ability To Remember Peoples Names”

3 Businesses Shrunk To The Size Of A Shipping Container

The bigger the footprint of your business, the more you have to pay for rent/lease, right?

What if you could downsize your business to the size of a shipping container?

In the last 3 days I’ve come across 3 businesses that have done just that.

#1: A drum school in the back of a small truck

I had just dropped my boys off at their primary school and came across a small truck in the staff parking lot.

I peeked inside and met Phil Upton.

Phil teaches school kids the drums out of his truck which is set up with 3 electric drum kits.

He can teach up to 3 students at a time.

He serves schools throughout Tauranga for weekly lessons.

He bought the business off the previous owner, rebranded, got the truck signwritten, did some promotion, and tripled his business in a few months.

The kids love it because they get out of class sometimes to practice.

The parents love it because they don’t have to drive their kids anywhere outside of school hours.

And Phil loves it because he’s doing what he does best – teaching kids how to play.

Everybody wins.

#2. A e-bike hire business in a shipping container

Continue reading “3 Businesses Shrunk To The Size Of A Shipping Container”

9 Ways To Increase Your Volume Of New Business Enquiries

1. Take a fresh look at what you say

  • Review (and improve) what you say about your business and your services
  • On The Phone:
    • Who answers the phone?
    • What do they say?
    • How are calls transferred?
    • How are messages recorded?
    • What’s the hold music?
    • How could the menu options be improved?
  • In Person:
    • How do you record interactions with prospects and clients?
    • What do you and your team wear?
    • How do you follow up?
    • What action do you ask them to take next?
    • How does your team answer the question “what do you do?”
  • On Your Website
  • In Advertising
    • What is the secret sauce of your business?
    • Why does it exist?
    • Why is it important?
    • Do you lead with your logo, or a headline that states the benefits of your service?

Continue reading “9 Ways To Increase Your Volume Of New Business Enquiries”

Look Who’s Back Beyond The Orange Door At 64 Devonport Rd, Tauranga

I’m back in town! Once again you can find my office beyond the orange door at 64 Devonport Rd, Tauranga.

Up the stairs and turn right into the co-working space called 64Bit run by Sam Kidd and Phil Waylen.

For the last 5 months I’ve been working from home and, although cheap, was distracting, isolating, unmotivating and noisy (especially at 3pm when the kids came home).

Plus, even though my wife Shantelle loved me making her lunch everyday, she wanted me out so she could have the space to herself. Fair enough.

Continue reading “Look Who’s Back Beyond The Orange Door At 64 Devonport Rd, Tauranga”

Email Marketing Essentials Workshop: Wed 15 March 2017 in Tauranga, NZ

Join me for my workshop entitled: “How to create emails that get opened, get read, and get acted on”.

  • When?: 8.30am to 10.00am Wednesday 15 Mar 2017
  • Where?: Tauranga Chamber of Commerce, Bay Central, 65 Chapel Street, Tauranga
  • Cost?: $25 for chamber members, or $35 for non-chamber members
  • Register

Email gives you the most direct way of communicating with your customers, and for converting prospects to sales … which is why the most savvy content marketers have no intention of giving it up any time soon.

It’s also amazingly cost-effective. With an ROI of around 3,800% (that’s $38 return for every $1 spent), email more than pays for itself. It’s what you use when you want to move from “conversation to commerce.”

Join me for this fast-paced 90 minute session which includes: Continue reading “Email Marketing Essentials Workshop: Wed 15 March 2017 in Tauranga, NZ”

Google Maps: 4 Ways To Increase Your New Business Enquiries From Google Maps

Does your business already appear on Google Maps?

If not, it’s easy to do. Here’s how to add your business to Google Maps.

If so, great start, but you’re not finished yet!

As a general rule, the more quality content you can provide Google with (in the form of text, images and videos), the more traffic Google will send you. More so if those platforms are also owned by Google (for example, Google loves to send Google searchers to Google+ instead of Facebook).

So here’s your 4 point checklist to ensure you’re making the most of your Google Maps listing: Continue reading “Google Maps: 4 Ways To Increase Your New Business Enquiries From Google Maps”

The 5 Questions Your Website Has 60 Seconds To Answer

It’s likely that today you will get a few visitors to your website. Congratulations!

Did you know you have 60 seconds or less to deliver answers to their questions or they will wander off to your competitors?

Here are the top 5 questions your website visitors are wondering.

Does your website answer these 5 questions? How quickly? What improvements could you make?


1. “What do you do?”

Your website has 5 seconds to answer this question.

Do you have a single sentence in a large font near the top of the page? Continue reading “The 5 Questions Your Website Has 60 Seconds To Answer”

Vanilla Essence or Vanilla Extract? Which One Has Actual Vanilla In It?

I found out the answer to this question last night at BayCourt Tauranga, from Jennifer Boggiss who is the CE of Heilala Vanilla. She told her story for an audience of about 200 of us.

Jennifer Boggiss pictured on right with one of her Tongan-based team members

She spoke very well with just the right amount of humour and stories.

Here are my notes on what I learned from her talk.

Firstly, Heilala is the name of the national flower of Tonga. It is pronounced “hey-la-la”. Continue reading “Vanilla Essence or Vanilla Extract? Which One Has Actual Vanilla In It?”

Launch by Jeff Walker

launch-jeff-walkerI’ve been reading about, and experimenting with, selling digital products for a couple of years (ebooks, e-courses, video courses etc), so when I came across this book I was pretty excited!

I expected this book to teach me how to:

  • Create and build up an email list
  • Generate ideas of what digital products I could create to sell to them
  • Test those ideas on small samples of my email list to find which one gets traction
  • Create a digital product
  • Write a series of emails that builds anticipation and trust
  • Make millions

But I was wrong.

It didn’t teach me those things. Continue reading “Launch by Jeff Walker”

Bold: How to Go Big, Create Wealth and Impact the World by Peter H. Diamandis, Steven Kotler

bold-how-to-go-bigHere are my notes on the book “Bold: How to Go Big, Create Wealth and Impact the World” by Peter H. Diamandis, Steven Kotler.

(This is a kind of sequel to another book by these authors called Abundance. Here’s my summary of Abundance)

Fueling my brain with a daily TED talk for 5 years now (and watching/reading no main-stream news) has meant I’ve got a very positive view of the future and supreme confidence in the potential for humanity to band together to solve our planets biggest problems.

This book has that same positivity but puts an entrepreneurial spin on it. What opportunities does the future hold for entrepreneurs who can see these changes coming and prepare for them?

As one of the first headlines in this book states: “The world’s biggest problems = biggest business opportunities”.

Here’s a collection of my favourite bits from this book. Continue reading “Bold: How to Go Big, Create Wealth and Impact the World by Peter H. Diamandis, Steven Kotler”

Money, Master the Game: 7 Simple Steps to Financial Freedom by Tony Robbins

money-master-the-gameHere are my notes on the book “Money Master the Game: 7 Simple Steps to Financial Freedom” by Tony Robbins.

There are 3 things you need to know about this book:

  1. This book is huge
    • Most business books take me 4 hours to get through, this one took me 12
    • I read it on my Kindle, so at times I thought it would never end (whereas, with a hardcopy book, you can feel with your fingers how far through you are)
  2. Tony repeats points over and over

    • This can be a bit annoying at times. But that’s just his teaching style. He knows that for the important bits to stick in your head, he needs to repeat them.
  3. His writing style is not crisp and concise like most business authors
    • His writing is like a conversation in your head between you and him. It’s like he’s talking to you personally

Having said that, this was a very good book. I’ve broken it into 4 parts: Continue reading “Money, Master the Game: 7 Simple Steps to Financial Freedom by Tony Robbins”

Want To Make More Money? How To Maximise The Worker, The Seller, The Investor, In All Of Us

20-dollar-note-securityMy 5 year old son asked me about money last night before bed.

His basic question was “How do we get more of it?”

Good question!

We spent a few minutes closely examining a 5 dollar note and I pointed out some of the security features like clear windows, watermarks and micro-printing that make it so hard to simply print out more for ourselves.

And then I told him the 3 basic ways to make money:

  1. Work for someone
  2. Sell something
  3. Invest in something

In a moment we’ll take a closer look at each one, and consider the marketing implications of each. Continue reading “Want To Make More Money? How To Maximise The Worker, The Seller, The Investor, In All Of Us”

What is Sheldon Nesdale up to in 2015?

What am I up to in 2015? Take 3.5 minutes to find out in this short video:


Leaders Eat Last: Why Some Teams Pull Together and Others Don’t by Simon Sinek

read_newI’m a big fan of Simon Sinek’s TED talks. (In fact, I watched the rehearsal for his latest one live on stage in Vancouver in March of this year).

I was surprised to find that this book was about drugs.

Not the ones that might come to mind when I use that word, but the kind of drugs that our own brains secrete into our nervous system.

One of the big lessons for me was about how large corporations think that internal competition is healthy and necessary for innovation. They are wrong. That kind of competition is damaging and disrupts the “Circle of Safety” that Simon talks about in this book.

Another one nicely reinforced the direction my life is going in at the moment – that is, my mission is to bring people together at inspiring events.

His thoughts on how video conferencing can never replace a business trip was very interesting.

Let’s take a look. Continue reading “Leaders Eat Last: Why Some Teams Pull Together and Others Don’t by Simon Sinek”

Less Doing, More Living: Make Everything in Life Easier by Ari Meisel

Here are my notes on “Less Doing, More Living: Make Everything in Life Easier” by Ari Meisel.Screen-Shot-2015-04-18-at-3.15.28-PM-533x423

I thought I knew a lot about productivity and efficiency, so I haven’t picked up books like this lately.

I’m glad I did though, because even a few tips can make a big difference on your time management and impact.

The biggest lesson for me about this book was about email.

I’ve felt guilty about how addicted I am to email, but this book gave me tips about how I continue to use my email inbox as my to-do list, but with some cunning twists on how to improve the timing of what appears in there.

You’ll find out more about that shortly.

In the meantime, here’s a collection of my favourite bits from this book. Continue reading “Less Doing, More Living: Make Everything in Life Easier by Ari Meisel”

Email Newsletters: 6 Tips To Get Your Email Newsletters Opened, Read, And Acted On

Having a list of email address of people who want to hear from you is gold.

The secret to effective email newsletters is to mimic a one-to-one email conversation as closely as possible.

Any elements that make the recipient suspect that your message is one-to-many will reduce the impact of your message.

There are 6 questions you can ask yourself.

Continue reading “Email Newsletters: 6 Tips To Get Your Email Newsletters Opened, Read, And Acted On”

Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh

Here are my notes on the book “Delivering Happiness: A Path to Profits, Passion, and Purpose” by Tony Hsieh51oR41Z4zoL._SY344_BO1,204,203,200_

Tony Hsieh is the CEO of Zappos, which is now wholly owned by Amazon and sells a wide range of items online, but made it’s start selling shoes online.

It’s the classic start-up story many of us dream of: a couple of friends get together and quit their jobs on the back on a single idea, they make it through the good times and bad times and desperate times to somehow scale it up to a billion dollar company within 10 years.

Here’s a collection of my favourite quotes from the book: Continue reading “Delivering Happiness: A Path to Profits, Passion, and Purpose by Tony Hsieh”

Flash Foresight: See The Invisible To Do The Impossible by Daniel Burrus

Here are my notes on “Flash Foresight: See the Invisible to Do the Impossible” by Daniel Burrus.Flash-Foresight-Book

I learnt a lot from this book. The 2 biggest lessons for me were:

  1. I’ve heard about the aging population a million times, but this book made me think about it in 2 different ways:
    • It will create an enormous part-time, low-cost workforce with huge business experience
    • There is enormous business opportunity as that generation requires more health care, more medical technology (hearing aids for example)
  2. Technology-driven change doesn’t kill off the old ways of getting things done, it adds on
    • Eg e-news hasn’t killed newspapers, email and digital storage hasn’t killed paperwork

Here’s a collection of my other favourite bits from this book. Continue reading “Flash Foresight: See The Invisible To Do The Impossible by Daniel Burrus”

How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life by Scott Adams

Here are my notes on “How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life” by Scott Adamsg-and-Still-Win-Big-Scott-Adams

Scott Adams is the author of the world famous Dilbert comic strip that make fun of life in an office cubicle.

Like his comic strip, this book is certainly amusing. He is a great story teller in super-short-form comics in which he has only a few panels, and in this long-form book in which he has hundreds of pages.

He has led an interesting life, and tells those stories and the lessons he learnt, but even more interestingly, he shares several counter-intuitive ideas that I’d like to share with you today. Continue reading “How to Fail at Almost Everything and Still Win Big: Kind of the Story of My Life by Scott Adams”

Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk

Here are my notes on the book “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World” by Gary Vaynerchuk1002029_10151895114248227_228094411_n-1

For me, I got 3 things out of this book:

  1. I got a simple introduction into the major social media platforms all in one place
  2. I got a simple explanation of how they all work and, more importantly, how they are different from each other
  3. I got dozens of examples of best practice and many examples of poor usage

    • To be honest, I found this part a bit confusing at times – it was hard to tell the difference between examples Gary liked and those he didn’t!

Continue reading “Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World by Gary Vaynerchuk”

The Power of Less: The 6 Essential Productivity Principles That Will Change Your Life by Leo Babauta

power-of-less-e1394503989145I’m no stranger to productivity books, this is about the 7th one I’ve read over the last 5 years.

It’s amazing how the little tips and changes you pick-up from books like this one, become so important and valuable, but just slip away over time, one by one.

So this was a fantastic refresher.

Here, I’ve recorded the parts of the book that were particularly useful to me.

I encourage you to read the book yourself in your entirety because you are bound to find different sections more relevant to you.

My notes on The Power of Less: The 6 Essential Productivity Principles That Will Change Your Life by Leo Babauta Continue reading “The Power of Less: The 6 Essential Productivity Principles That Will Change Your Life by Leo Babauta”

Value-Based Fees: How to Charge, and Get, What You’re Worth by Alan Weiss

517VifzS24L._SX396_BO1,204,203,200_This book has changed the way I do business. It’s that good. I also know much more about value-based pricing and I am able to provide advice to friends/clients/acquaintences who still stuck in the work-for-an-hour-get-paid-for-an-hour trap.

Here, I’ve recorded the parts of the book that were particularly useful to me. I encourage you to read the book yourself in your entirety because you are bound to find different sections more relevant to you.

My notes on Value-Based Fees: How to Charge – and Get – What You’re Worth by Alan Weiss Continue reading “Value-Based Fees: How to Charge, and Get, What You’re Worth by Alan Weiss”

Remote: Office Not Required by Jason Fried, David Heinemeier Hansson

remote-officeFrom this book I’ve just pulled out sections that were of particular interest to me.

I don’t have a huge amount of notes because I worked from home for 3.5 years and in a co-working space for the last 14 months so I’m very much aware of the pros and cons of not working in a traditional office.

For the bigger picture on the office vs remote worker movement, I encourage you to read the book in it’s entirety.

My notes on Remote: Office Not Required by Jason Fried, David Heinemeier Hansson Continue reading “Remote: Office Not Required by Jason Fried, David Heinemeier Hansson”

Marketing Ebooks: All 4 Of My Marketing Ebooks Are Now Free

The most important thing for every author is that their work will be read and appreciated.

Every sale, every download, every note of appreciation, is exciting and fulfilling.

At first I thought writing books was about making money too, but now I realise it isn’t.

It’s about spreading ideas, and having an opinion, and being useful to people.

That’s why my books are now free.

I’m not even going to ask for your email address before you can download them.

I just want the ideas in these books to be useful to you.

Sheldon Nesdale’s 4 Marketing eBooks (Now Free)

  1. “What 67 of the Best Business Books in the World Have to Teach You”
  2. “How Smart Marketing Can Turn Your One-Man-Band Business Into A Cash Machine”
  3. “How New Zealand’s Cafe’s, Restaurant’s & Bar’s Can Best Use The Internet To Attract New Customers And Encourage Existing Customers To Return”
  4. “How to Optimise Your New Zealand Website for Search Engines”

The 22 Immutable Laws of Marketing by Al Ries and Jack Trout

51b7BzdnqLL._SX330_BO1,204,203,200_This book is very old now: 1994, but much of the advice is still pretty good.

It’s a very easy read – each of the 22 chapters are only a couple of pages each. It’s not available on Kindle which is annoying but there are a few pdf versions floating around.

I found the notes of Chris Anuman which were better than mine so that’s what you’ll see below.

I also came across a very interesting series of articles arguing that these laws are overturned in the present day that’s worth a look at.

My notes (Chris Anuman’s notes actually) on The 22 Immutable Laws of Marketing by Al Ries and Jack Trout Continue reading “The 22 Immutable Laws of Marketing by Al Ries and Jack Trout”

Overdue Invoices? Simple Tips To Ensure Your Clients Pay On Time, Every Time. No More Overdue Invoices

  • Did you know that poor cashflow is the #1 killer of small businesses world-wide?
  • Do you have clients with overdue invoices right now?
  • Do you grit your teeth when you check your bank account on the 20th of the month and find the deposits you were expecting, missing?
  • Are your customers/clients slow to pay?
  • Are your invoices due on the 20th of the month but sometimes they don’t get paid until much later? Sometimes 60 days or 90 days?

Well you’re in luck, because today I’m going to tell you how I get the following results:

  • 89.6% of my clients pay on time (within 7 days)
  • 9.4% of my clients pay within 7 days past due
  • 1% don’t pay at all, but only because they go bankrupt (no fault of mine, I assure you)
  • I’ve never needed to use a collection agency

Here’s how you can get results like that:

Continue reading “Overdue Invoices? Simple Tips To Ensure Your Clients Pay On Time, Every Time. No More Overdue Invoices”

Abundance: The Future Is Better Than You Think by Peter H. Diamandis, Steven Kotler

This book was pretty darn amazing.51wCZoVxdSL._SX331_BO1,204,203,200_

I’m already a pretty optimistic guy but this book backed up that optimism with facts and reasoning. Fantastic stuff.

My favourite quote was “In today’s hyperlinked world, solving problems anywhere, solves problems everywhere.”

Let’s start with the table of contents because you might spot areas that interest you that you might like to know more about (I do encourage you to get this book, it’s only $15 on Kindle).

After that I’m just going to share my favourite parts of the book.

My notes on Abundance: The Future Is Better Than You Think by Peter H. Diamandis, Steven Kotler. Continue reading “Abundance: The Future Is Better Than You Think by Peter H. Diamandis, Steven Kotler”

Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Klaff

My notes on Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Klaff.

Buy this book now from Amazon

Chapter 1: The Method

The process using the acronym STRONG:

  • Setting the frame
  • Telling the story
  • Revealing the intrigue
  • Offering the prize
  • Nailing the hookpoint
  • Getting a decision

Continue reading “Pitch Anything: An Innovative Method for Presenting, Persuading, and Winning the Deal by Oren Klaff”

Advertising: “But What Advertising Methods Will Work For MY Business?”

You might have read my list of 62 ways to advertise, but are these 2 questions on your mind right now?:

  1. Am I wasting money on the advertising I’m doing now?
  2. Which advertising methods will work for my business?

The advice you get when you ask this question will change depending on the incentives of the person you are asking.

Have you noticed that?

If you ask a Yellow Pages Sales Rep for their opinion they’ll say “Yellow Pages advertising”.

If you ask a website designer they’ll say “a new website”.

Those are just opinions and they don’t matter. The only opinion that matters is your clients.

Continue reading “Advertising: “But What Advertising Methods Will Work For MY Business?””

TEDx Auckland 2013: 17 Hours of Awesomeness

TEDxAuckland ran from 10am to 5.30pm on 3 Aug 2013: 7.5 hours of awesomeness.


But my day started at 6am because I drove up from Tauranga for it, and got back home at 11pm.

I’m still counting the 8.5 hours of waiting and driving because those were all awesome too. I was either talking to my car buddies Michelle Herrick and Lisa Martin-Payne about our businesses, family, lives, dreams and aspirations. Or,  chatting to new people we met during the day and catching up with friends.

I’ve been watching TED videos for a few years now (3-5 a week), but to have the speakers right in front of you, really engages your other senses and drives the content and their message into you.

This was not an accident. It’s my philosophy that 50% of the value of any event/seminar/conference/expo you go to is the content you are exposed to, and 50% the people you meet before, after, and during the breaks.

Also, having just run my own TEDxTauranga event in the same week, I made a point of spending some time with the TEDxTeAro (DK) and TEDxChCh (Kimberley) organisers comparing notes.

On to the TED talks.

I have broken the 17 speakers into 3 sections:

Continue reading “TEDx Auckland 2013: 17 Hours of Awesomeness”

Only Prospects In Pain Will Buy: 6 Questions To Ask To Uncover Your Prospects Pain

Did you know that only a prospect in pain will buy a solution from you?

It’s true.

The more pain they feel, the higher the price they will pay, and the more they crave your solution if you can show them that you understand their pain.

If you have a warehouse full of widgets to sell, or a professional service that is hard to change, then the following advice is not going to work for you.

You need a clean slate for the following to work.

So, have you just been made redundant? Or maybe you’re considering a career change?



You have the blank slate you need. The world is full of opportunities and you have everything you need to take advantage.

The following 6 steps will show you how to build a software business for yourself, from scratch.

Continue reading “Only Prospects In Pain Will Buy: 6 Questions To Ask To Uncover Your Prospects Pain”

Your New Website Says “Under Construction” or “Coming Soon”? 3 Reasons That’s A Disaster

I love purchasing a new website address, don’t you?

(A website address is also known as a “domain name”, or a “url”)

I’ve purchased about 60 website addresses over the last few years. For clients, friends, and for myself.

I get the same rush of adrenaline every time I do it.

It’s so exciting because it’s much an amazing opportunity.

The opportunity is that you can write a message and expose that message to the whole world!


Continue reading “Your New Website Says “Under Construction” or “Coming Soon”? 3 Reasons That’s A Disaster”

Startup Communities – Building An Entrepreneurial Ecosystem In Your City by Brad Feld

My notes on “Startup Communities – Building An Entrepreneurial Ecosystem In Your City” by Brad Feld15822571

Give Before You Get

  • Boulder is an incredibly inclusive community. Although there is some competition between companies, especially over talent, the community is defined by a strong sense of collaboration and philosophy of “giving before you get.”
  • If you contribute, you are rewarded, often in unexpected ways.
  • At the same time especially since it’s a small community it’s particularly intolerant of bad actors. If you aren’t sincere, constructive, and collaborative, the community behaves accordingly

Continue reading “Startup Communities – Building An Entrepreneurial Ecosystem In Your City by Brad Feld”

9 Questions To Get You Started When You’ve Got An Idea For A StartUp Business

Heard of “a business plan”?

It’s how you plan your business, right?

Well, the bad news is that “business plans never survive first contact with customers” – Steve Blank.

This means that you can plan all you like, but real customers with real money in their pockets will buy what they want to, not what you’re selling.

So you are going to create a “business model” instead.

A business model has some elements of a “business plan” and some elements of a “marketing plan” but it’s better because it starts with your customers. And their opinion is the only opinion that matters really.

Continue reading “9 Questions To Get You Started When You’ve Got An Idea For A StartUp Business”

The Future of “Work”: Are You A Cog In a Machine Or A Nanobot In A Swarm?

I had the honour of spending 60 seconds with John Key this morning.

MP Simon Bridges, PM John Key, Sheldon Nesdale

I was 1 of 10 young professionals invited to tell him about what we’re up to here in Tauranga, the city I love.

Here’s my 60 second speech:

Hi, I’m Sheldon Nesdale and I’m helping to build a eco-system of entrepreneurship and innovation here in Tauranga. One of 6 ways I’m doing that is by organising an event that people can go to and learn about entrepreneurship and innovation in a hands on way. It’s called Tauranga StartUp Weekend and it’s happening July 5,6,7 this year. It’s like a cake. You throw in ingredients like mentors, prizes, judges, strangers, structure, and chaos, and you eat whatever you cook.

This guy runs a whole country so his perspective is mostly a macro sized one. (Although he has this talent of zooming down to the individual level too).

This means he sees the big picture, the big system and the big moving parts.

When he was talking about Fonterra and exports, 2 pictures formed in my head that I want to tell you about.

The first picture was one of a giant machine which needed cogs to work.

Do you feel like a cog in a machine sometimes?

What are the cogs in this machine? People.

You and me.

You might be a big cog or you might be a small cog, but the machine wants to be able to replace you easily or work without you if it needs too.

For example your job might be to sit in a cubicle and answer phones. The machine wants you to stay there.

But even if you leave, it’ll very quickly fill that spot with someone else.

The second picture was one of a nanobot swarm.

Do you want the freedom to swarm to problems you are passionate about solving?

What’s a nanobot?

It’s a tiny machine. So tiny a million of them can fit on the head of a pin.

This time the people are individual nanobots.

They are separate. They are autonomous. They make their own decisions. But the supercool thing is that they can swarm to problems that need solving.

For example, poverty needs solving.  The people/nanobots that care about poverty will swarm to that problem and solve it together.

That’s the future of work I think.

So, are you a cog or a nanobot?

And if you want to change, when are you going to start?

Testimonials: Tips About How You Can Get Powerful Testimonials For Your Website

Firstly, Sean D’Souza in his book “The Brain Audit”, has this to say about Testimonials:

Why We Are All Sceptical About Testimonials

  • Testimonials are like resumes; they’re not entirely believable.  Which is why most customers tend to view testimonials sceptically. Even if we don’t say it out loud, we view testimonials as one-sided.
  • It’s the seeming lack of reality in a testimonial that makes us doubt its genuineness.  So the way to pump back the reality is to give a testimonial a before/after effect. And voilà, we get the ‘reverse testimonial’.
  • The ‘reverse testimonial’ is nothing but a testimonial that brings to the fore how the customer was feeling before they made the purchase.  The doubts; the slight discomfort; the pain; the frustration. These all run through a customer’s mind right before they buy a product/service. These doubts need to be brought up front, because they bring a massive dose of reality to the testimonial.
  • To get this factor of reality, we need to ‘construct’ our testimonials, instead of just ‘getting’ testimonials.  Construction doesn’t mean you’re faking a testimonial. Construction means you’re using parameters to build a structurally sound testimonial.

The 6 Questions You Need To Ask To Get A Powerful Testimonial

  1. What was the obstacle that would have prevented you from buying this service?
  2. What did you find as a result of buying this service?
  3. What specific part did you like most about this service?
  4. What would be three other benefits about this service?
  5. Would you recommend our service? If so, why?
  6. Is there anything you’d like to add?

Why Are Testimonials So Important? Because They Remove Objections

It’s not just a matter of asking the questions to construct a testimonial.  Testimonials play an important role in removing objections. Therefore the objections must be listed. And it’s important to then get testimonials that defuse the core 98% of objections that stop your customer from buying your product/service.

This of course, doesn’t mean that you don’t accept a testimonial that’s given by a customer. Hey, a testimonial is a gift. And sometimes you get the most incredibly powerful testimonials from customers. Sure they may not have the awesome structure you’re hoping for, but these testimonials still work. So don’t go about being uppity and rejecting testimonials that don’t fit the structure of the ‘reverse testimonial’.

Testimonials tell stories. Stories rich in colour and detail. Stories that you could not have dreamed up in a squillion years. And yet, these stories are totally believable, because they come from the customer. And more importantly, because they have a solid dose of reality at their very core.

3 More Things You Need To Know About Testimonials

In addition to this I have found the following to work very well:

  1. Full name and the city they are from
  2. A small head and shoulders photo (no glamour shots, no model shots, just real NZ people). A good size is 75px x 75px
  3. A huge list. The longer the better. Eg I have over 100 on When the list of happy customers is that long what else do you need to know before you’ll buy?

Every client I’ve ever worked with knows that they need testimonials on their website, but many of them haven’t gotten round to it yet.

The most common reason is that it seems like it’s a big job (that and maybe they’re a little shy).

They picture asking their customers for an A4 letter printed on letterhead. No, no, no.

3 Different Ways To Ask For A Testimonial

You have 3 options:

  1. Ask customers via a short email like this:
    • Hi first_name, I have a favour to ask. If you found my product/service useful, could you write a short testimonial for my website? Just a few sentences would be fine. I’ll put it here: link_to_your_testimonials_page. Include your full name and city and your website address so I can link back to your website. Thanks first_name, I’d really appreciate it.”
  2. Create a feedback form and send it out via email to customers they day after they have visited you which says “May we have a testimonial from you that we could display on our website and other marketing material? If you get stuck, you could use these 6 questions to help you write it…” and copy in the 6 questions above
  3. Call them up and ask them questions like the 6 above and scribble down notes. At the end of the 5 minute conversation tell them “I’ve been writing notes while we’ve been talking, can I turn them into a short testimonial and email it for you to check and approve before I put it on my website?”

What’s Next?

What do you have to do to get 3 new testimonials on to your website in the next 24 hours?

Well, stop reading and go and do it!

What To Say When You Are Asked “What’s Your Hourly Rate?”

Do you get asked the question “What’s Your Hourly Rate?” by potential clients?

How do you respond?

Do you just throw in one of these number into your response?:

  • $10/hour
  • $20/hour
  • $50/hour
  • $100/hour
  • $200/hour
  • $500/hour

Potential clients often respond in one of these ways:

  1. “That’s too cheap!”
  2. “ooo, that’s too expensive and way out of my budget!”
  3. “ok, sign me up!”

If they say “that’s too cheap!” that’s a disaster because:

  • You’ve set off an alarm in the prospects head. You’ve signalled to them that your quality is low, or you don’t have enough experience, or enough training. If you did have those things you would have said the rate they wanted to hear

If they say “ooo, that’s too expensive and way out of my budget!” that’s a disaster because:

  • You’ve scored a black cross on their list of criteria and if you try and justify it now by jumping in and defending yourself with a list of your previous clients, experience, training you’ve had, years on the job, results you’ve got, whatever, it’s too late, you are on the back foot.

Even if they say “ok, sign me up!” that’s a disaster too because:

  • You could have doubled it and they might have said yes! You’ve just cut yourself off from a huge pay day. Gutted.

So what can you do?

First, watch this 37 second video of how I answer the question “what’s your hourly rate?”, and then keep reading below:

My point is, there is no way to answer the question with the right number.

So don’t do it.

Never say your hourly rate.

Instead, quote for a result or a package.

Here’s how to respond to the question “What’s your hourly rate?” in 4 steps:

  1. Dodge the question completely and say:
    • “I want to check I understand what you need first…”
  2. Then read back to them a summary of their problem/goals and check you’ve got it right:
    • “As I understand it, you want to… [their-problem/goals]”. Is that right?”
  3. Did they say “yes” or “no”?
    • If they say “yes”, move to the step 4
    • If they say “no” then ask them to clarify and read back a new summary
  4. Then you say “I can help you achieve [their-goal]. My price is [your-package-price]”

It’s best to deliver step 4 via email when you’ve had some time to digest the project and crunch some numbers. So you could say:

4. “I can help you achieve [their-goal]. Can I have your email address so I can crunch some numbers and get back to you?”

If they push and push for your hourly rate you can respond with:

  • “I don’t have an hourly rate. I work on a results basis. Tell me what you need to achieve and I’ll tell you what it’ll take”

What do you think?

Agree? Disagree? Say so in the comments below.

Should I Renew My Yellow Pages Listing For My Small Business?

Is that a questions you are struggling with right now?

Have you been advertising in the Yellow Pages hardcopy and/or online for years but now you’re thinking of cancelling?

Do you suspect you are wasting your money, but you are shit-scared that your business will completely dry up if you stop paying them thousands of dollars every year?

Snap out of it sucker.

The free one-liner with your phone number is all you need.

(Except if you’re a plumber. If you’re a plumber then buy a huge expensive ad because when older people have a plumbing emergency they panic, dig out a 3 year old copy of the Yellow Pages out of a drawer, and call number after number to find someone that can come right now.)

How To Find Out For Sure If Your Yellow Pages Advertising Is Not Working

Measure it.

  1. Ask every new customer how they heard about you
  2. Add up all the mentions of “Yellow Pages” in a year (or in a month and then multiply by 12)
  3. Divide that number by 4 (I’m assuming your conversion rate is 25%)
  4. Multiply that number by your average revenue per customer over a year
  5. Divide that number by 4 (I’m assuming your Net Profit is 25%)
  6. That’s how much Yellow Pages is worth to you to break even. Don’t spend a cent more than that. If the customer buys from you again next year, that’s your gravy to keep.

Eg For XYZ & Co:

  • 12 mentions per year
  • 12 / 4 (a conversion rate of 25%) = 3
  • $100 revenue x 3 = $300
  • $300 / 4 = $75 ad to break even in the first year

Eg for ABC & Co:

  • 120 mentions per year
  • 120 / 4 (a conversion rate of 25%) = 30
  • $1,000 revenue x 30 = $30,000
  • $30,000 / 4 = $7,500 ad to break even in the first year

So, if you’re not a plumber:

5 Reasons Why You Should Quit Advertising In The Yellow Pages (hardcopy)

  1. Just because you’ve been doing it for 10 years doesn’t mean that you should keep the momentum up. That momentum is in the wrong direction!
  2. Just because your competitors are doing it is not proof it works, it only means they are suckers too!
  3. Because 12 month contracts suck so bad. They put a huge amount of high pressure sales tactics into getting you to sign up because they know that you won’t bother measuring the effectiveness of the ads over the coming months because you fear that if you did, you will actually find out you wasted your money and you’ll feel like a fool, so you don’t bother, because you want to save yourself the embarrassment. No one likes to realise they made a huge financial mistake. And you can’t cancel anyway because it’s in print. And you don’t have to worry about it until next year anyway, so you forget about it.
  4. Because the amazing discounts that the sales reps offer you at the last minute when you just told them you want to cancel aren’t actually amazing, they are just a clever sales pitch. A 70% discount on advertising that doesn’t work isn’t going to make it work!
  5. Because you shouldn’t support an industry that prints millions of books with thousands of pages and dumps them on the doorsteps of millions of New Zealanders every year that didn’t ask for the books in the first place. It’s junk mail on an enormous ecologically-damaging scale

What about online Yellow Pages?

Why You Should Not Advertise In Online Yellow Pages

Because it’s a rip-off.

And it’s so easy to test and measure for yourself:

  1. Open up your webstats for the month and find any click throughs to your website from Yellow
  2. Divide that number by 10 (I’m assuming your visit to enquiry rate is 10%)
  3. Divide that number by 4 (I’m assuming your enquiry to sale conversion rate is 25%)
  4. Multiply that number by your average revenue per customer over a year
  5. Divide that number by 4 (I’m assuming your Net Profit is 25%)

Eg For XYZ & Co:

  • Cost: $60/month
  • 10 clicks per month
  • 10 / 10 (a visit to enquiry rate of 10%) = 1
  • 1 / 4 (a conversion rate of 25%) = 0.25
  • $100 revenue x 0.25 = $25
  • $25 / 4 = $6.25 is what the advertising is worth to you a month just to break even but you’re spending $60…

Eg for ABC & Co:

  • Cost: $80/month
  • 50 clicks per month
  • 50 / 10 (a visit to enquiry rate of 10%) = 5
  • 5 / 4 (a conversion rate of 25%) = 1.25
  • $1000 revenue x 1.25 = $1250
  • $1250 / 4 = $312.50 is what the ad is worth to you to break even and you’re spending $80… hooray! That is actually worth it in this example

You probably don’t need another reason, but I will share one theory with you.

I think that people are suspicious of ads or “promoted listings” on the Yellow Pages website.

They think to themselves “don’t get up in my face, I will decide who is best to serve me. My list of decision criteria does not include the item ‘whoever pays the most to be up in my face’ “.

There isn’t that level of distrust with a Google search because the ads are actually helpful. They are relevant. They are in context.

And just like Google Adwords, a fairer way for Yellow to offer you online ads would be to offer you the Cost-Per-Click model too. You could set your bid price and an algorithim could calculate who’s ad will show.

But you won’t see such an offer for Yellow because it makes it too easy for you to quit. You could run it for 1 day, or 1 week and spend $20 and you’d have enough information to decide to quit or not.

Yellow doesn’t like that. Yellow likes to lock you in for 12 months and works really hard at making sure you don’t measure effectiveness.

What do you think?

Have you recently quit and now feel good/bad about that decision?

Are you struggling with the decision right now?

Have your say in the comments below.

Is Your Blog Stale? How Not Updating Your Blog Can Damage Your Business

“When I look at your blog I can almost see the tumbleweed rolling through…”

Are visitors to your website thinking that?

If you have a blog section on your website, at some point you thought it was a good idea to get one.

You might call it your “news section” or your “article section”, they are all the same thing.

You were probably told one, or all, of these reasons.

3 Reasons Why Writing New Articles For Your Blog Is Good For Your Business

Continue reading “Is Your Blog Stale? How Not Updating Your Blog Can Damage Your Business”

Job Hunting? Clever, But Simple Marketing Advice For Job Hunters

Looking for a new job?

Does your job hunting plan look like this?

  1. job-applicationsTrawl through job ads on Seek, TradeMe Jobs and a couple of other sites
  2. Find jobs that look interesting and throw your CV at them
  3. Wait
  4. And wait some more
  5. And apply for some more (on the assumption that it takes 100 applications to get an interview)
  6. And wait some more

Does it feel like an enormous waste of time?

That’s because it is!

Try this 5 step approach instead.

5 Steps To You Finding The Job Of Your Dreams

1. Who do you want to work for?

Write a list of the top 3 places you want to work for.

Ignore the fact that they are not hiring right now. That doesn’t matter. Just do it.

Dream big.

Life’s too short to rely on job ads to tell you where you can work.

If you don’t know the company’s very well yet, research them thoroughly through their websites.

You might realise they’re not as awesome as you hoped. Fine, choose another for your top 3 list.

You might find a particular department which you think will feel like home, and you are confident you can make a real difference there and learn lots too. Great! This will give you the passion and energy to do what it takes to end up there.

2. Who’s the boss?

Your mission is to get a 45min meeting with the boss.

Your first reaction might be to contact the HR manager. Wrong! The HR manager can’t help you. They have an ancient recruitment process to follow. They are trained to say no to you.

Bypass them completely.

That’s why you’re going to talk to the boss.

You’ll need to get some background info so, using Google News searches, LinkedIn, his organisations website, and a search on the companies office, find out as much as you can about the boss.

3. How do you get a meeting with the boss?

There are 2 major barriers in your way to achieving this goal:

  1. Gate keepers blocking your access to the boss
  2. The bosses busy schedule

You are going to leap over these barriers.

Here’s how.

First, the receptionist is the gate keeper. They take their role seriously. They are trained to not forward calls that will waste their bosses time. If they sniff out that you are job hunting they will just stop you cold with “we’re not hiring right now” if they get the chance.

Here’s how to get past all that.

Call the receptionist and ask for the boss by their first name, say “Hello there receptionist_name,  is Bob in this morning?”.

When the receptionist asks “who’s calling?” say only your first name. This creates the impression you are on a first name basis.

If you get asked “may I ask what this call is regarding?”, reply with “I’m just starting out in this industry and need career advice and I think Bob can help”.

Get through to their voicemail?

Leave a message like this: “Hi Bob, my name is John Doe, I need some advice on my career and I’m hoping you can help, I’ll call you back later”. Do not leave your phone number. Ever.

Get through to them?

Say this: “Hi Bob, I need some advice on my career and I’m hoping you can help. Can I buy you lunch on Thursday at name_of_the_best_cafe_nearby?”

This works for 4 reasons:

  1. You’re not asking for a job (very hard to give)
  2. You are asking for their advice (easy to give, and they are flattered to be asked, they want to “give back” to the next generation and this is their chance)
  3. Everyone eats lunch so it’s hard to say no to you
  4. You are inviting them to a Cafe they know is good (because you have already asked the receptionist for the name of a cafe nearby that is a favourite for most of the staff)

If Thursday doesn’t work for them, keep suggesting other days until they say yes.

Be persistent.

4. What do you talk about during the lunch appointment?

Your objectives are as follows:

  1. To appear interested, attentive, thoughtful, knowledgeable, and appreciative of their time
  2. To get them to generate a few names of who you should talk too next

The pretence is getting career advice, so briefly tell them what you’ve done so far, where you want to get to in your career (eg a job like theirs) and then ask them how to climb that ladder.

They’ll love to tell you their story.

Probe deeper with more questions during the telling of this story.

Take notes throughout. It shows that you value what they have to say.

Do not launch into a monologue all about you. Everything out of your mouth must be a question.

Towards the end, say “Thank you so much for your time today, who do you think I should talk too next?”

Ask them who they know who might be hiring now (or soon), or might have more career advice, or have another career story to tell you.

Write those contact details down. Ask them for a mobile number.

Each time they give you a name, ask “anyone else?” again and again until they say “No. That’s about it.”

5. What do you do with the names they give you?

For each name they give you you can take a huge shortcut in this process.

Ring them up, ask for them by their first name and when you get through say this: “I was having lunch with Bob from ABC Corp earlier today and he suggested I give you a call. I need some advice on my career. May I buy you lunch on Wednesday…”

6. How do you follow up?

Write a note in your diary to send a email in 2 weeks time.

In that email tell them how the meetings went with the people they recommended you talk to.

Give them an update on what you’ve learnt since you had a meeting with them.

4 weeks after that, find something you disagree with in a news article they have been mentioned in in the last 6 months and send another email stating your reasons why you disagree with their point of view.

Don’t ask (or beg) for a job.

Let them come up with the idea of offering you one.

Why you are doing all this?

Instead of spending your time trawling through job vacancies, and filling in applications, you are choosing to meet the key people in the industry you want to work in.

You will impress them with your get-out-there attitude, your ambition and your drive.

They’ll like you because these are qualities they have themselves.

You’ll remind them of a younger version of themselves and they’ll feel compelled to help you however they can.

If you impress them, they have the power to offer you a job on the spot. They have the power to tell the HR manager “I need this person, I don’t care if there are no vacancies, make one, and make it happen”.

Let’s pretend there are 6 major players in your industry that you would seriously like to work for.

Imagine that you’ve worked through the process above and made efforts to meet every boss.

Let’s recap what you’ve got:

  1. All 6 bosses know your name
  2. You’ve had lunch time meetings with 2 or 3 of these bosses
  3. You have a rare insight into career progression in this industry

Do you think that provides you with an advantage if a vacancy does pop up in the next few weeks?

Will You Join the 2013 Marketing Bootcamp in Tauranga?

The 2013 Marketing Bootcamp is a series of 12 workshops (one per month) which will improve both you and your business.

Is the “2013 Marketing Bootcamp” for you?

  • YES! If you own a Tauranga-based Small Business and you are either a solo operator, a husband-and-wife team or have a business partner
  • YES! If last year went by in a blink of an eye and you want to be more proactive and in control of your business this year
  • YES! If you want to set new goals for your business and for yourself personally for 2013, and see them achieved
  • YES! If you are sick to death of wasting time and money on marketing and advertising that doesn’t work
  • YES! If you want to learn new-age sales and marketing techniques, tips and tricks to help your business thrive and can be implemented straight away
  • YES! If you think it would be valuable to work with a small group of marketing pro’s and other small business operators who you can bounce ideas around with and who can keep you accountable to the actions you will take toward your goals

If you answered “YES” to those questions then the 2012 Marketing Bootcamp IS for you. (If it’s not for you, can you think of someone who needs this sort of help? Yes? Well, get this content to them today.)

During this 12-month bootcamp you’ll learn how to:

  1. Define your point of difference and shout it from the rooftops
  2. Create and perfect your own, memorable ‘elevator pitch’
  3. Develop and implement a sales process that’s tailored to your business
  4. Structure your pricing to suit your business (and your goals)
  5. Write proposals that make saying ‘yes’ easy for your prospects
  6. Collect the perfect customer testimonial and put it to best use
  7. Extract the most value from networking events
  8. Write articles and copy that inspire action (perfect for websites or blogs)
  9. Use social media as a marketing tool for your business
  10. Deliver outstanding presentations with confidence

Each month you’ll attend

  • A 1-hour workshop delivered by Dan Necklen and Sheldon Nesdale
  • A coffee catchup in between sessions, to report back on your progress to the group

Our commitment

  • Our sessions will be fast, focused, and tailored to suit your needs and your business
  • You’ll have the opportunity to put forward any topics you’d like us to cover
  • We’re so sure you’ll get value from the bootcamp, we’re offering a 110% money back guarantee (that’s right, there’s no risk)

About Sheldon & Dan

  • “Hi, I’m Sheldon. My mission on this earth is to help turn your business into a goal achieving machine for you as the owner. To find out more about me read through
  • “Hi, I’m Dan. My purpose in life is help small businesses realise their potential and become (even more) awesome. To find out more about me read through

Included within the marketing bootcamp:

  • Twelve 1-hour bootcamp workshops (one per month)
  • Twelve 1-page guides (one for each topic) + any other materials or guest speakers we need to pull in
  • Twelve group coffee catchup’s in between sessions (including the coffee itself!)


  • This is a 12 month commitment for those who are serious about dedicating sustained effort to their sales and marketing in 2013
  • The cost is 562.50 per quarter (this is a $44 per week investment in yourself and your business)
  • There’s no risk to you thanks to our 110% money back guarantee (yes, we’re serious!)

Bootcamp Schedule

Define your point of difference and shout it from the rooftops
10.30am Tuesday 22nd January

Create and perfect your own, memorable ‘elevator pitch’
10.30am Tuesday 19th February

Develop your own sales process that’s tailored to your business
10.30am Tuesday 19th March

Structure your pricing to suit your business (and your goals)
10.30am Tuesday 23rd April

Write proposals that make saying ‘yes’ easy for your prospects
10.30am Tuesday 21st May

Collect the perfect customer testimony and put it to best use
10.30am Tuesday 18th June

Mid year re-cap and skills review
10.30am Tuesday 23rd July

Extract the most value from networking events
10.30am Tuesday 20th August

Write copy that inspires action (perfect for websites or blogs)
10.30am Tuesday 17th September

Use social media as a marketing tool for your business
10.30am Tuesday 22nd October

Deliver outstanding presentations with confidence
10.30am Tuesday 19th November

End of year re-cap and skills review
10.30am Tuesday 17th December

Will you let this year slip by faster than last year or will you take control of it?

Imagine getting to December 2013 and looking back on your year and thinking “This year was the best year of my life! I set aggressive goals for my business and for myself and I bloody-well achieved them!”

Or will you just think like everyone else “Oh… 2013 is over already. Wow, that sure went quick. I hope next year goes slower.”

You can have the first scenario.

The first step is to secure your place in the 2013 Marketing Bootcamp.

Contact me before 5pm Friday 18th January (either by phone, email, or by filling in the form below). Spaces are limited to 6 business owners so be quick.

Error: Contact form not found.

Selling services? Find out how to set your prices, and if you should put them on your website

  1. Are you selling services?
  2. Are you quoting your hourly rate or using “value based pricing”?
  3. Should you put these prices on your website or not?

Find out the answer to these questions with this short 2.5 minute discussion with Sheldon Nesdale from and Dan Necklen from

Freakonomics by Steven D. Levitt and Stephen J. Dubner

My notes on Freakonomics by Steven D. Levitt and Stephen J. Dubner.Blank white book w/path

Lots of interesting stories in this book, but I’m just going to talk about 2 that really struck a chord with me.

The Cost To Avoid Guilt? Just $3

Economists in an Israeli study in day care centres started imposing a fine of $3 if any parent was more than ten minutes late picking up their kids.

The number of late pick-ups doubled.

The incentive had plainly backfired.

Continue reading “Freakonomics by Steven D. Levitt and Stephen J. Dubner”

In the retail business? Waiting for the world to change back to the way it was?

Can you answer yes to any of these questions?:

  1. Are you in the retail business?
  2. Are you waiting for the good-old-days to come back in terms of the economy and retail sales?
  3. Do you want the world to change back to the way it was before the recession?

If so, I have good news.

The good news is: You can stop waiting!

Those days are never coming back.


So you have no choice but to do the following:

  1. Double the amount of value you deliver through your service
  2. Halve the number of products (and services) you offer so it’s obvious you are a specialist in your chosen area
  3. Choose a single target market and declare that you are actively excluding everyone else
  4. Double your prices to signal to your customers (and competitors) that the improvements you just made with #1, #2, #3 position you as the best in your category

For each of the retail business on the following list, think about how you’d apply these actions to each one:

  • A music store
  • A sports foot wear store
  • A jeweller
  • A cafe
  • A restaurant

2 things for you to do in the comments below:

  1. Either add your retail business below and we’ll analyse it for you
  2. Or analyse a business on the list add your notes below

Own A Cafe, Restaurant, Bar But Have No Website? Get One Before 2013

If you don’t have a website for your Cafe, Restaurant or Bar, then take some comfort in the fact that you are not alone.

Did you know that only about one third (to one half) of New Zealand’s Cafe’s, Restaurant’s and Bar’s have a website?

The 5 Most Common Objections I Hear From Owners:

When asked why they don’t have a website, owners typically come up with one or more of the following objections.

(Have similar thoughts gone through your head? If so, it’s time to update your thinking.)

1. “I don’t know how, I’m not good with computers”

  • Then learn. Or at least find a family member or staff member to take care of the basics.

2. “Websites cost too much”

7 Simple TradeMe Tips: Turn Your Trash Into Treasure


Ahh TradeMe, we all love it 🙂

(And the recent copy-cat auction sites are hilarious. They have no chance!)

You’ve heard the phrase “one mans trash is another mans treasure”?

On TradeMe, that old saying is certainly true.

Do you want to squeeze every last dollar out of each TradeMe sale?

You are about to find out how.

Think of the process of selling on TradeMe as a funnel

Above the funnel is the entire TradeMe audience. Your task is to push a volume of prospective buyers down your funnel.

You have 4 Goals:

  1. Get as many page views as you can
  2. Get as many people on the watchlist as you can
  3. Get as many bidders as you can
  4. Get a bidding frenzy going in the closing minutes

How do you achieve these goals?

Here are 7 simple but cunning tips about how to turn your junk to gold using TradeMe.

1. Research how your other sellers are selling the item

Spend 10 – 60 mins checking out the competition before you list your item.

What headline are they using? How can you improve on it? What extra keywords are they missing?

What photos have they taken? How can you improve the angles and detail?

What questions have bidders asked?  Avoid annoying your bidders by answering these questions ahead of time in your description.

What do they say in their description? What extra details are they missing? Can you tell a story (about the reasons your selling) or write an interesting story about the item?

You task is to learn from their mistakes.

2. Set the auction close to 9pm Sunday night

What you want is a bidding frenzy in the closing minutes of your auction.

To get this, an auction close at Sunday night will mean all your auction watchers will get an email that morning reminding them to come back that night for the closing minutes.

If your auction ends on a weekday, or too early in the morning, or too late at night, you will miss out on that bidding frenzy.

3. Run your auction for 10 days

Did you know it costs only 25c to run your auction for an extra 3 days? You’ll make that money back many times over.

All you have to do is start your auction after 9pm on Thursday night (or first thing on Friday morning).

(Don’t forget to set the end date manually to 9pm the following Sunday as per the tip above).

4. Be ridiculously honest in the description

I mean over-the-top honest.

When you describe the defects and imperfections in detail, buyers get giddy with trust and bid more and more.

Your natural tendency is to not mention these defects. You think it will scare some people off.  Sure, some people will be scared off. Let them go.  Lot’s more people will be attracted like seagulls to fish n chips. So fight your instinct to hide the defects. This tip will make you money.

It works because on TradeMe we are all strangers. We are strangers buying from each other for the first (and last) time, so we are looking for reasons to trust each other.

We trust shop keepers that we can look in the eye. We trust online ecommerce sites that look professional and legitimate. But it’s hard to trust a stranger.

Do I trust you will pay? Do you trust me that the goods will turn up in the condition you expect?

Revealing defects and imperfections generates trust.

Trust is highly valuable.

People pay more when they trust you.

5. Always sell at $1 No Reserve

What is the number one reason people flock to TradeMe in their millions every day?

To find a bargain.

And nothing screams “BARGAIN!!” more than “$1 No Reserve”.

Put “**$1 NO RES**” at the end of your title and at the top of your description.

This works because it gets bids very early – within minutes or a few hours of listing you should have a few.

And most important of all, each person who places a bid is automatically adding your auction to their watchlist, so they will get emailed next week to say your auction is about to close. That gives them another chance to make another bid, and that’s when you get a last minute bidding frenzy.

I know, I know, it’s a little bit scary selling at $1 No Reserve.  But trust me, this works. (TradeMe will charge you a $3 withdrawal fee if you get scared and cancel the auction).

I do $1 No Reserve on everything I sell on TradeMe.

My biggest success was when I did $1 NO Reserve for my car. (My wife and my dad were freaking out and thought I was crazy).

I’d been offered $2000 cash from Turners Auctions but got $4500 in my TradeMe auction. Probably $1000 above what I thought it was worth.

This works. Do $1 No Reserve.

Let the market decide what your item is worth. It might be worth more than you think (especially when that buying frenzy kicks in).

Another bonus is that your item will sell. You don’t have to muck around re-listing your items and waiting even longer to convert your junk to gold and get that gold in your pocket where it belongs.

6. Pay for extra photos

Yes, yes, it is a bit cheeky that TradeMe charges you an extra 10c for photos these days, but its worth it.

Upload about 5 photos of your item from a variety of angles. Include a few photos of all the items laid out nicely on a table, photos of the packing/box, and most importantly: close-ups of any defects or damage.

This is less about being honest and fair and doing the right thing (although that’s important), and more about boosting your credibility so the bidders trust you more and bid more.

7. Pay the extra $3.95 for Feature Combo

This adds a photo beside your listing, TradeMe says its “twice as likely to sell” (and I believe this claim), the title is bold, and it features your auction first in the categories.

This is a classic Return on Investment decision: ask yourself the question “will I get more than $4.00 extra for my auction with this extra exposure?”

The answer is Yes, yes you will.

What’s Next?

Try these tips for yourself. Come back and write your success story below.

Business Facebook Pages: 6 Simple Tips For Your Business Page on Facebook

Are you just about to set up a Business Page on Facebook?

Or have you set one up already but it’s just not generating business for you?

Then this short list of tips will save you some time and help you generate some results.

#1. Don’t sign up for a new Facebook Personal Profile just for the business

  • You can always tell when people do this because under the business name it says “Add as Friend” instead of just clicking “Like”
  • This introduces strange elements like “Date of Birth” and “Hometown” and “Marriage Status” that just don’t fit. This is because Facebook Personal profiles are for people, not businesses
  • The “Add as Friend” process is odd and cumbersome for your Fans. It creates a barrier that you just don’t need
  • Also, this is a violation of Facebooks Terms of Service that state that everybody on the planet can have one login only and that each personal profile must be a real person not a business.
  • Anyone with a personal Facebook account can set up a business page. If you’re an employee, that’s fine, you won’t be personally identified on the business page, and you can set up additional admins so that when you leave, you can remove your own access and everything still runs smoothly
  • If you’ve made this mistake you can convert your Personal Profile to a Facebook Business Page

#2. Ensure your Cover Photo is the right size

  • Set your cover photo to exactly 851px by 315px
  • If you don’t, then Facebook will do a really bad job of resizing it for you and introduce graininess and “artifacts” around parts of the image (especially any text)

#3. Add a Facebook widget or “Like Box” to your website

  • Don’t be tempted to just add a Facebook icon and link, add a whole widget! Facebook calls it the “Like Box
  • Set the widget to show 20+ fans (the more the better)
  • The genius of this is that Facebook will automatically show the friends of the person looking at the webpage which will encourage them to “Like” you too. That is “social proof” that makes people think “if my friends have liked these guys, I will too!”
  • Turn off the other junk like a stream of message
  • This is the easiest way to get Facebook followers

#4. Get a Vanity Url as soon as you can

#5. Consider Facebook Advertising/Promotion

  • Consider Facebook text-ad advertising. It’s ability to target specific groups of people in your target market is unmatched on the planet. However, people are on Facebook to socialise, not to click on ads so Click-Through-Rates are poor
  • Consider promoting one or two of your posts using the $5/$10 promotion button. This can expose your messages to a huge audience

#6. Use Polls for creating engaging content

  • Polls work really well for getting people talking about 3 or more choices you set
  • Everybody who votes automatically tells all their friends what they’ve done so the word spreads virally

What do you need to make your Facebook Business Page really work for you?

  • Do you need help with the initial set up of each your Facebook Business Page?
  • Do you need someone who can provide you with advice, strategy, techniques, know-how, shortcuts, tips and tricks on how to use various social media platforms to generate results for your business?
  • Do you need training so you can control it all yourself so you don’t need to pay anyone to do it for you?

I know some people who can help with this, so let me know if you’d like to talk to them.

Customer Survey Package

I’m about to show you that with your next customer survey, it is possible to generate satisfaction rather than just measure satisfaction.

Let’s consider the customer’s perspective first.

Do any of the following 3 scenario’s sound familiar?

1. Imagine you have just started dinner and the phone rings…

You pick up and it’s someone asking you to partake in a market research survey.

Do you leap at the chance?

2. Imagine you are out and about and get asked to fill in a satisfaction survey…

You get half way through, does it suddenly occur to you how pointless the questions are?

Maybe it occurs to you “surely they will get so little usable information back they really shouldn’t have bothered!”

3. Imagine you get emailed a link to a survey with a free prize at the end…

So you start it, expecting it to take 2 or 3 minutes, but it turns into a 25 minute marathon, so you rush blindly through the rest of the answers just to qualify for the prize.

And then you get to the end and you realise it’s not a free prize, it’s the chance to win a free prize, so you get angry because you’ve wasted your time for no reward.

And just as bad, you’ve provided them with a useless response anyway because you didn’t even read most of the questions.

Sound familiar? (I’m looking at you Subway).

There are 2 major problems with Customer Survey’s these days:

  1. The customers experience is horrible. Most survey’s are boring and feel pointless
  2. The whole point of them is to provide actionable information to aid business decisions, right? Well, they they fail dismally at that

Well, I have good news for you, there is a better way.

There is a way to generate satisfaction with a survey rather than just measuring satisfaction.

  • Do you want to know more about what turns on your customers?
  • Do you want to explore opportunities to grow your customer base, or sell more to your existing customers?
  • Do you want to identify defects in your service that you can fix immediately?
  • Do you want to be customer-led and pro-active rather than fall behind your competitors?
  • Do you want to take action from the results rather than just file them on a shelf somewhere to get dusty?
  • Do you want to craft questions that won’t bore your clients to tears?
  • Do you want to ask only the most important questions because you know people will get bored if there are more than 10?
  • Do you want to motivate your customers to provide you with full answers rather than tick-the-box responses?
  • Do you want to communicate to your customers that you really care about their responses?

If you answered “Yes” to these questions, then this is for you.

This Customer Survey Package Is Not For You If…

If you already have a good feeling for what your results will be and just want the data to back up your hunch, walk away now.

I have zero tolerance for that crap.

I’ll strip back your questions to the bare basics and give your customers every chance to answer in the way they want to rather than how you or your boss wants them to answer.

This way you’ll actually get results you can take action on, rather than ones that can immediately start to accumulate dust on a shelf somewhere.

Do you need to pretty much copy the questions from previous years so you can show statistical improvement?

Too bad. I don’t care about the past. I just care about how your customers today can help you adapt to the customers in your future.

So leave your past behind and let’s tap into your customers minds and future-proof your business today.

Q: “How Much Does it Cost?”

  • $1800.00
  • No hosting fees

Q: “What’s involved?”

We will start with a short meeting. I will ask you questions such as:

  • What do you want to achieve?
  • What action will you take if the results show x, or y?
  • What questions do you think we should ask?
  • How will you invite customers to fill it in? (eg by email invitation, hyperlink on your website, or advertising)
  • What incentive will you provide for them to fill it in? What’s in it for them? (“Out of the goodness of their heart” will only get you so far)

Geeky Technical Stuff

  • I use open source software. My favourite is Lime Survey (check out the demo) or Google Forms or Survey Monkey
  • If your website is on an Apache server running php and MySQL, I can host the survey on one of your sub-domains eg
  • Otherwise, I will host the survey on one of my subdomains eg, or we could purchase a new domain for your survey if you are really serious

Want to Find Out More?

    Your Name: *

    Your Email: *

    Your Phone: *

    Your Website:



    Market Research Package

    • Do you have your eye on a target market and want to find out what those customers want?
    • Do you want to find out more about the competition (if any) in that space?
    • Do you want to evaluate the risk and determine your chance of success?

    Then consider this Market Research Package.

    Q: “Is this Market Research Package For Me?”

    • Are you thinking about launching a new product or service a little bit outside of your domain?
    • Is the growth curve flat in your industry and you know you need to innovate now to survive/thrive?
    • Thinking of buying out an existing business and want to know what you’re really in for in that market?

    If you answered “Yes” to these questions, then this package is for you.

    Q: “How Much Does it Cost?”

    • $3600.00

    Q: “What’s involved?”

    We would start with a short meeting. I will ask you questions such as:

    • What core competencies are you bringing that make you think you’ll succeed?
    • What drives you?
    • Why are you changing the status quo?
    • Who’s on the team?
    • What human resources do we have?
    • What missing skills do we need to find?
    • What does success look like?
    • Where do you want the business to be in 12 months/24 months from now?

    Want to Find Out More?

    Error: Contact form not found.

    The Lean Startup: How Constant Innovation Creates Radically Successful Businesses by Eric Ries

    My notes on “The Lean Startup: How Constant Innovation Creates Radically Successful Businesses” by Eric Ries

    I’ve only made notes on the sections I found most interesting, so to get the full benefit of this book I urge you to read a copy for yourself Continue reading “The Lean Startup: How Constant Innovation Creates Radically Successful Businesses by Eric Ries”

    Have A Great Idea For A Start-Up Company But Worried Someone Will Steal It?

    On Monday you’ll see my notes on the book by Eric Ries called “The Lean Startup: How Constant Innovation Creates Radically Successful Businesses”.

    Amaaaaazing book.

    But I couldn’t wait until then to share this with you.

    There is one section in there that talks about how many of us have ideas that we think are great and could potentially be turned into Start-Up company’s, but we hesitate getting started or even sharing the idea with people because we are worried the idea will quickly be stolen and we will end up with nothing.

    Sound familiar?

    I bet it does.

    You and I both have this fear I’m sure.

    Here’s what Eric Ries has to say on the issue:

    The most common objection I have heard over the years to building an Minimal Viable Product is fear of competitors – especially large established companies – stealing a startup’s ideas.

    If only it were so easy to have a good idea stolen!

    Part of the special challenge of being a startup is the near impossibility of having your idea, company, or product be noticed by anyone, let alone a competitor.

    In fact, I have often given entrepreneurs fearful of this issue the following assignment: take one of your ideas (one of your lesser insights, perhaps), find the name of the relevant product manager at an established company who has responsibility for that area, and try to get that company to steal your idea. Call them up, write them a memo, send them a press release—go ahead, try it.

    The truth is that most managers in most companies are already overwhelmed with good ideas. Their challenge lies in prioritization and execution, and it is those challenges that give a startup hope of surviving.

    If a competitor can out execute a startup once the idea is known, the startup is doomed anyway.

    The reason to build a new team to pursue an idea is that you believe you can accelerate through the Build-Measure-Learn feedback loop faster than anyone else can.

    If that’s true, it makes no difference what the competition knows.

    If it’s not true, a startup has much bigger problems, and secrecy won’t fix them.

    Sooner or later, a successful startup will face competition from fast followers.

    A head start is rarely large enough to matter, and time spent in stealth mode – away from customers – is unlikely to provide a head start.

    The only way to win is to learn faster than anyone else.

    What do you think about this? Does this allay some of your fears? Useful? Not useful?

    Let me know in the comments below.

    Quickguide to LinkedIn Part 2: How To Milk LinkedIn – The 8 Most Important Cows

    (Missed part 1? Read it first)

    Firstly, it’s important to note that “100% completion” is your starting point.

    That’s right, spend a few hours and just get all the basics done and out of the way until you score 100% completion.

    Then come back here and read the rest of this article.

    The 8 Most Important Components (or “Cows”) of LinkedIn For You To Milk

    1. Customise your profile address url

    2. Join at least 10 groups

    • Join a set of groups that paint a picture of your interests
    • Include several dedicated to your city, several to your country, and a few international ones
    • Don’t bother reading the discussions in those groups. Don’t bother starting discussions yourself.  Just join to get the “badges” on your profile

    3. Be creative with your job titles

    • Have some fun with them
    • Poke fun at yourself
    • Be a little outrageous
    • I’ve created a website that lists all of New Zealand hot pools so my job title for that is “Head Hot Hydro Honcho”.
    • Stupid? Yes. Silly? Yes. Entertaining and different that might brighten someones day even for a moment? Yes.

    4. Be creative with your job descriptions

    • Use numbers to made things concrete Eg “Developed 47 business plans, created 53 advertising plans, wrote 54,327 words for newspaper ads”
    • Take a guess at the numbers rather than painstakingly count, and don’t round them off
    • The longer ago a role was for you, the more you should simplify your experience there to a single project, or the biggest impact you made, or a long lasting improvement you made. Tell a story
    • Say something controversial
    • Take a stand on an issue
    • Wake people up
    • For example, in one of my roles I say “When clients come to me for a new website, I don’t give a damn about what they want, I only care about what THEIR customers want.”
    • The worst you can do is be boring. The world is full of boring. Don’t add to it.

    5. Write your summary last

    • Weave together elements of your past, your attitude in the present, and your plans and ambitions for your future

    6. Be the first to connect

    • Every time you meet someone face-to-face (or talk to them for a reasonable time over the phone), find them on LinkedIn and request a connection
    • Do not use the default message which is “I’d like to connect with you”. It requires zero effort and everyone knows it, so it cheapens your effort to connect and looks like spam
    • You could make a reference to how you met, repeat something they said to you, or thank them for a specific piece of advice or an idea they had, or simply say “Hi firstname!

    7. Don’t add people you don’t know

    • If you get requests from people you don’t know, don’t add them
    • They are just playing a game to get more connections than other people
    • And worse than that, by adding them you are “vouching for them” and they may use your endorsement to get to others in your network. Not cool

    8. Write recommendations for people you want recommendations from

    • Testimonials/recommendations are powerful stuff. They help people trust you and get to know you
    • It’s easy to get them, just write them for others and that creates pressure to reciprocate without you even asking
    • I’m not a big fan of pushing the “ask for a recommendation” button, but do it if things are moving too slow for you in this area

    For bonus points (or bonus milk)

    There are a few bonus sections that are a little hidden in the navigation that you could try. Like “Projects” and endorsing “Skills”.

    For bonus points you could start discussions in the Groups you join (I might write a whole blog article just on that one day). A few ideas to start with:

    • Write an engaging headline. Headlines that ask questions are the best
    • Make it short. Articles on LinkedIn are more about generating discussion than you sharing your wisdom
    • Finish the article by asking people to add their opinion or share their point of view

    Do You Use LinkedIn?

    • Did you find this article useful? Say so in the comments below
    • Got value out of other sections I haven’t mentioned? Like the jobs section? Write your ideas in the comments below

    Quickguide to LinkedIn Part 1: What Types of People Are Looking At Your LinkedIn Profile Today?

    Think you should be doing more with your LinkedIn profile?

    First let’s consider your audience.

    Who’s actually going to look at your profile?

    The 5 types of people looking at your LinkedIn profile today:

    1. People you meet who are curious about you

    You might hunt them down first, or they might find you first.

    They will have these kinds of questions on their mind:

    • Might it be useful to connect with this person?
    • Would connecting with them be consistent with the image I’m trying to project? Do they fit smoothly into my network?
    • Can I connect them to other people I know to make me look good?

    2. Employers both past, present and future

    They will have these kinds of questions on their mind:

    • Past: What have they done since leaving here?
    • All: Who are they connected to?
    • All: What do they say about themselves?
    • Future: Are there gaps in their employment history?
    • Future: Do they bad-mouth x-bosses or workmates or workplaces?
    • Future: Are they worth poaching?

    3. Potential clients getting a feel for your experience and skills

    They will have these kinds of questions on their mind:

    • Can I be confident this person will get the job done?
    • What else are they capable of that could be useful?
    • How diluted is their range of services/experience?
    • Do they specialise in what I need them for?

    4. Salespeople who just want to sell you something

    • They may be just trying to collect 500+ connections (this is called “vanity metrics”) in the hope that this huge number will engender trust in them and their services

    5. Uber-networkers who just want to connect with the entire world if they can

    • They are driven to feel important and like to see themselves in the middle of a giant virtual hub

    What Next?

    Tomorrow in Part 2 I’ll share with you tips on how to milk LinkedIn, and I’ll detail 8 cows.

    In the meantime, start to think about how each of these audience groups have different information needs, and which groups are more important to you right now.

    TEDx Auckland 2012: 16 Hours of Awesomeness

    TEDx Auckland ran from 10am to 5.30pm on 6 Oct 2012: 7.5 hours of awesomeness.

    But my day started at 6am because I drove up from Tauranga for it, and got back home at 10pm.

    I’m still counting the 8.5 hours of waiting and driving because those were all awesome too. I was either talking to my car buddy Rachel Tabb from Bubble Interiors about our businesses, family, lives, dreams and aspirations. Or,  chatting to new people we met during the day and catching up with friends.

    I’ve been watching TED videos for a few years now (3-5 a week), but to have the speakers right in front of you, really engages your other senses and drives the content and their message into you.

    We turned up at the event an hour early, which was good because I had left my tickets at home.


    I explained this to one of the key organisers: Elliot Blade and he gave me a ViP ticket.


    This turned out to be awesome because I grabbed a seat in the centre on the front row. Probably the best seat out of the 2075 people there that day.  I was 3 metres from every speaker.

    I met some awesome people sitting in that row: Matthew Bosher, Don Bisset, Johnathan Custance, Lara Custance, and Ben Irving, and caught up with Matty Blomfield.

    This was not an accident. It’s my philosophy that 50% of the value of any event/seminar/conference/expo you go to is the content you are exposed to, and 50% the people you meet before, after, and during the breaks.

    Also, I made a point of spending some time with the organisers because I intend running TEDx Tauranga in 2013 and wanted to make those connections so I can benefit from their experience, resources and connections later.

    On to the TED talks.

    I have broken the 17 speakers into 3 sections:

    1. Freakin’ Awesome
    2. Awesome
    3. Somewhat Awesome

    5 Freakin’ Awesome Speakers at TEDx Auckland

    1. Michelle Dickinson: Nanogirl – My Quest to Become a Superhero

    • Michelle talked about how she likes to break stuff ever since she was a kid to find out how stuff worked. Much to the annoyance of her Dad.
    • She told her story about how she found her dream job – a place where she gets to break stuff all day and never have to put it back together.
    • She told us how technology has given her superhero powers. 2 examples: fly like a super hero with super conductors, and wear an invisible cloak of nano particles to be waterproof.
    • Such a passionate, memorable and entertaining story straight from the heart. Really inspiring stuff.
    • Lesson for me: The most impactful stories are the personal ones delivered with unbridled passion and energy
    • Michelle is a specialist in biomedical materials engineering and head of New Zealand’s only nanomechanical testing laboratory at the University of Auckland.
    • Web: | Twitter: @medickinson
    2. Dr. Paul Wood: What’s Your Prison?

    • Paul talked about how he did a 10 year stretch in jail (often in solitary refinement), but his real prison was his self limiting beliefs. He changed his attitude and rose up beyond his confinement, and with the help of some friends, got a degree, got a masters degree and then started his doctorate before he was freed.
    • Wow. What a personal story. It’s people like this that inspire me to be a better person.
    • Lesson for me: If there is something that truly needs to be done, there is no excuse I can come up that is good enough. Break through confinements and constraints.
    • Paul is a change specialist and founder of Switch Coaching & Consulting. He specialises in industrial, organisational and workplace psychology.
    • Web:

    3. Pip HallWet Hot Beauties

    • Pip walked out on stage in a dressing gown and a few minutes stripped that off down to her togs and bathing cap. She stood there bravely in her middle aged body
    • She told her story how she “found joy” in organising amateur synchronised swimming in the kiddies pool for women between 14 and 70 years old. Any fitness level, any coordination level, all are welcome. There are now 250 in the group
    • Joy is when you feel alive, you celebrate life, when life “clicks”. She encouraged us to all find our own joy and to “lean into joy”.
    • Fantastic stuff. So passionate, so brave.
    • Lesson for me: Start something fun, and a tribe of people who also think it’s fun will form around you. Be vulnerable. Take the risk
    • Pip is a playwright, actor and co-creator / producer of the Wet Hot Beauties. She is a recipient of the prestigious theatre honour, the Bruce Mason Playwriting Award.

    4. Emma Rogan: Inspiration Wherever You Are – The 100 Days Project

    • The idea here is for everyday people to commit to creating something new every day for 100 days along a theme. In 2012 almost 100 people did so, and took photos of what they made everyday.
    • One guy took a video of his son every day.
    • One mother took a photo with her tweenage daughter doing something new everyday (including dressing up as mummies)
    • A 7 year old girl drew a dress every day
    • An 11 year old drew a monster every day
    • Many other charming examples were shared:
    • Endearingly, Emma made no secret that she stole this idea from Michael Bierut. When she asked for retro-active permission he was very happy that his idea had spread
    • Lesson for me: You don’t need a business agenda for everything you do. Starting something just for the hell of it is good for the world
    • Emma is a partner at Auckland design company Apropos and founder of New Zealand’s 100 Days Project.
    • Web:

    5. Paul Cameron: Reinventing Reading

    • Paul has found a way to reverse the disturbing trend of falling book reading rates. Half of of high school graduates in the US don’t read a book again in their entire lives.
    • He has developed a way to add a sound track to stories, this extra dimension improves:
      • Access to inner imagination
      • Brings more emotional engagement
      • Provides immersion not distraction
    • The sound tracks include ambient noise, mood music and sound effects
    • Lesson for me: There is always a way to fix something that’s broken. Find the pain first, then create the solution. Don’t give up.
    • Paul is the CEO of Booktrack, which is his answer to addressing the decline in reading and literacy rates that will help make reading relevant again to a new generation of readers.
    • | Twitter:@pccameron

    8 Awesome Speakers at TEDx Auckland

    1. Philip Patston: The Label Libel – A New Look at Diversity

    • Philip talked about how we all so readily jump to labelling people and just how unfair that can be. He himself being a disabled, gay, white, comedian
    • What amused me is how me handled the “next slide” button better than all the other abled-bodied presenters (they often skipped 2 slides ahead and then had to click back)
    • Lesson for me: If creativity comes from constraints then disabled people must be the most creative of all of us
    • Philip is best recognised for his ten-year career as a comedian and entertainer. He is an alumni of the New Zealand Social Entrepreneur Fellowship.

    2. Aakash Polra and Jade Tan Swea Phin: The Mind Leading the Blind

    • This team is working on a way that Smart Phones can be used as seeing-eye dogs for the blind.
    • In a survey, the blind stated their top 3 needs as: The colour of things, reading text and brightness level of rooms
    • The AI software can recognise many objects so the user can determine “of the 2 cans in front of me, which is spaghetti, and which is cat food?”.
    • As the AI continues to learn, there is also an crowd-sourced human layer of people who receive the photo on their own smart devices and they can text back what they see.
    • Lesson for me: We’ve only begun to see the tip of the iceberg about how Smart Phones will change our world, and for the minorities especially, there are special opportunities for them
    • Aakash and Jade are members of MobileEye, a software start-up team from Auckland University of Technology.

    3. Sam Hunt

    • I knew of Sam Hunt of course and enjoy the uniqueness of his poem reading style, but I’d never taken the time to really listen to what he had to say
    • He had the entire crowd laughing. The stories in between poems where hilarious, and the poems themselves… well, I only understood half of it, but I came away with a new appreciation of him as an artist and the style he has created for himself
    • Lesson for me: Be unique. Even in an antiquated commodity (like poetry), there is always room for you to define your own style.
    • Sam is New Zealand’s preeminent poet and author. His recent work includes Doubtless and the semi-autobiographical Backroads: Charting a Poet’s Life.

    4. Victoria Spackman: The Wall – Making History Social

    • Victoria has developed a mobile museum with giant touch screens in a 40 foot shipping container that enables people to find out more about the history and significance of their city
    • Victoria is the Chief Executive of the Gibson Group. Her recent projects include an award-winning immersive museum outreach project in Copenhagen.
    • Web:

    5. Dr. Assil Russell: ICARE – Changing Lives in Iraq

    • Assil encourages people to donate time and/or money to Iraqi orphans and other disadvantaged children
    • One powerful quote she read out that her Dad told her once: “If you see something that needs changing, change it with your own hands. If not with your hands, then with your voice. If not with your voice, then with your heart”
    • Assil is a dental surgeon and founder of ICARE, New Zealand’s first and only registered medical and dental charity for Iraqi orphans and disadvantaged children.

    6. Professor John Windsor: Fighting Organ Failure

    • John’s theory on Multiple Organ Failure “the plague of modern medicine” is that the lymphatic system is to blame for spilling toxins sequentially into the Heart, Lungs, and Kidneys
    • John is a surgeon who holds a personal chair in surgery at the University of Auckland. He is also co-founder and a director of the start-up SIMTICS Ltd.
    • Web:

    7. Matthew Simmons: The Lowdown on Infrasound

    • Matthew really really really likes loud speakers. The bigger the better. The louder the better.
    • He sold hundreds of the “Bladder Buster” speakers which are 3m high. He sold the first one before he’d even built a prototype.
    • He is interested in things that have never been done, or “impossible”.
    • To him, “impossible” means you just don’t have enough info yet
    • Lesson for me: You can sell something that doesn’t exist yet if it is so outrageous that people fall in love with it as soon as it starts to take form in their minds
    • Matthew is the CEO of Arvus Group International and currently part of the NZ Clean Energy Centre’s Enterprise Great Lake Taupo (EGLT) team.
    • Web:

    8. Dr. David Krofcheck: Higgs boson – The Kiwi Connection

    • David did his best to explain to me what is happening in the particle accelerator in Cern, Switzerland
    • Basically they smash streams of Protons together and detect the various particles that come flying out of these collisions.
    • I appreciated his sense of humour about it all, because it was quite complicated in parts.
    • David is one of New Zealand’s leading physics researchers and a specialist in experimental high energy nuclear physics and environmental radiation.
    • Web:

    4 Somewhat Awesome Speakers at TEDx Auckland

    1. Alistair Knott: Teaching Computers to Talk

    • Alistair is an Associate Professor at University of Otago with a background in cognitive science and artificial intelligence.
    • Web:
    2. Sean Gourley: Big Data and the Rise of Augmented Intelligence

    • Sean is a physicist, decathlete, political advisor and TED fellow. He is also the co-founder and CTO of Quid, which is building a global intelligence platform.
    • Web: | Twitter: @sgourley

    3. Peter Young: The Last Ocean

    • Peter is one of New Zealand’s most accomplished documentary fi lmmakers and the founder of Fisheye Films.
    • Web:

    4. Andrew Patterson: Rebuilding Architecture From the Ground Up

    • Andrew is the Design Director of Patterson Associates Ltd, and arguably New Zealand’s most internationally recognised and published architect.
    • Web:

    There were also 2 music sets:

    1. Five Mile Town: The Lucky Ones

    • Five Mile Town are an up and coming Auckland-based Indie Folk band made up of Louis McDonald, Adam Quiqley, Levi Heeringa and Ryan Wilson.
    • Web:

    2. Seth Haapu: Pull No Punches

    • Seth is a singer-songwriter whose self-produced debut album saw him work alongside musicians such as Godfrey De Grut (Che Fu) and Nick Gaff aney (Golden Horse).
    • Web:

    And the MC Andrew Patterson was awesome:

    • A special shout out to Andrew who did a fantastic job at making the speakers feel welcome and keeping all the transitions smooth.

    “I Think It’s Too Long, Can You Make It Shorter?” A Phrase I Dread

    I do quite a bit of copywriting:

    • email proposals
    • email newsletters
    • sales pages on websites
    • blog articles
    • direct response letters
    • and the occasional fax (I’m joking about the fax, it’s not the nineties anymore)

    The pieces of work I create are as long as they need to be and often include all of the following components:

    • Headline: A headline dripping with benefits that leaves the reader hungry to read the rest
    • Highly personalised: In email newsletters I like to mention the recipients first name 7 times. In direct mail my record is mentioning their first name 16 times
    • Chatty and friendly: Written in a one-on-one style as if the two of us were sitting down over a coffee and having a chat. This decreases the distance between you and I
    • Compelling content: That tells a story and focuses on what you get out of the deal. It even addresses your objections before they form in your mind
    • A limited time offer: “Respond before 5pm Friday”, and/or a limited number of customers “Only 10 positions available”
    • A call to action: Eg choose between 3 packages with ascending prices and value. “Call 0800 123 123 to secure your position”

    I put my heart and soul into this work.

    I work on it like it’s a piece of art. It just has to be perfect before I’m happy to release it on the world.

    And time and time again this work pays off, because it generates the responses/action/sales goals that I set for those pieces.

    But sometimes, a client comes back and says that dreaded phrase “I think it’s too long, can you make it shorter?”


    There are 2 reasons why clients say “I think it’s too long”:

    1. Because they are not in the target audience (I’m not trying to sell your services back to you, I’m selling them to your prospects. It’s no wonder you aren’t captivated)
    2. They are bored of simple explanations of what they do. This is what prospects that have never heard of you need, but you might be bored of simplifying your story

    Because the fact is, if something is interesting to an individual, they will keep reading and keep reading and keep reading.

    They are thirsty for the content, and they can’t stop because it tastes like cool water as they read.

    Most novels take 4, 6, 8, 10 hours to read, right?

    If you had just started a novel by your favourite author that you’d been waiting months to get hold of, and I told you that I had a one page summary in a sealed envelope and I tried to give it to you would you yell at me “Keep that away from me!! Leave me to read my book in peace!”

    Sure you would.

    Length isn’t important.

    It’s the journey.

    It’s the story.

    So the next time you read an article in a newspaper, or an email newsletter, or draft copy from someone who is helping you write an email newsletter, and your first thought is “I think it’s too long”. Check yourself.

    Are you in the target audience?

    If not, keep your opinion to yourself.

    5 Questions For Small Business Owners to Think About Today

    1. Compete against yourself
      • Pretend there is a brand new competitor opening next door to you, what product and service bundles should he start selling?
      • To who?
      • Don’t wait for this to happen, create those bundles and target those customers yourself today
    2. Why you?
      • What are the top 3 reasons customers should choose you?
      • Put those 3 reasons in all your customer touch points
      • Can’t think of any? Pack it in and go home
    3. Your website:
      • Don’t have a website yet? Build yourself a website today for $141.50
      • Got a website? What 3 improvements should you make today?
      • Every business on the planet should have it’s own website. Even a crap one beats not having one at all
    4. Radio Ads:
    5. Yellow Pages:
      • Do you advertise in the Yellow Pages hardcopy and/or online?
      • Cancel it today.
      • You know you are wasting money so why do you renew every year? Snap out of it sucker
      • The free one-liner with your phone number is all you need

    Small Business Website: Do It Yourself For Only $141.50

    If you don’t have a website for your small business, then take some comfort in the fact that you are not alone.

    Did you know that only about one third (to one half) of New Zealand businesses have a website?

    The 5 Most Common Objections I Hear From Owners:

    When asked why they don’t have a website, owners typically come up with one or more of the following objections.

    (Have similar thoughts gone through your head? If so, it’s time to update your thinking.)

    1. “I don’t know how, I’m not good with computers”

    • Then learn. Or at least find a family member or staff member to take care of the basics.

    2. “Websites cost too much”

    • Wrong. They can cost as little as $141.50+gst/year. I’ll tell you how in a moment.

    3. “I don’t think I’ll get a return on the investment”

    • Wrong. A simple website is the best return on investment you can get. It beats all other advertising options. And the payback gets better and better the longer you’ve got a website

    4. “That’s not how customers choose a business”

    • Wrong. It may not be how you choose a business but it is the way that hundreds of thousands of New Zealanders do it. Plus more every day

    5. “I’m too busy, I don’t have time to keep it updated”

    • Keep the content simple. Don’t do anything fancy. Delegate to family or staff.

    The 4 Best Reasons To Have An Official Website:

    Ask owners who do have a website why they do, you might hear things like…

    1. “Our website is the official place where I own and control the content”

    • That’s right. No longer are you at the mercy of business directories like Finda who display your brand however they like

    2. “Our website is the official place where the public can be confident and trust the info because they know we wrote it”

    • That’s right. Otherwise you are annoying potential customers by forcing them to use a business directory like Finda that has missing, incomplete or just plain wrong details. Wouldn’t it be better if they went to your official website instead?

    3. “We noticed that the public are increasingly using the internet at home, at work and even on their phones wherever they are, to choose a business”

    • That’s right. Having your own website means you get to appear in search results and get a chance at being chosen. Isn’t that better than no chance at all?

    4. “We’d prefer to have an upset customer contact us via our website rather than complain publicly on Facebook or a business directory”

    • That’s right. Not having an official website effectively forces upset customers to vent their frustration on platforms like Facebook where you have zero control and you won’t hear about the complaint until it’s too late to fix it, or never hear about it at all.

    What You Should Do Next:

    If you are a small business owner and you don’t have a website yet, here’s the 5 steps you should take next:

    The 5 Simple Steps To Take If You Want An Official Website

    1. Go to and purchase your website address for $21.50+gst/year

    • Get a (not a .net, or or anything else!)
    • Set the DNS settings to and

    2. Go to the website hosting company and purchase hosting for $120+gst/year

    • Type in the domain name you purchased
    • Create a database using the admin panel and write down the username and password

    3. The next day, go to and download the latest version of their free website building software

    • WordPress is high quality Content Management System that is easy to use. If you get stuck, any problem can be solved with a Google search
    • Follow the set up instructions written on called “the famous 5 minute install

    4. Login for the first time and start writing content

    • Keep it simple. No fancy stuff. Just the basics that prospective customers want to know
    • Phone number + address + Google Map + your products and services + testimonials. That’s it.
    • If you check your email once a week, don’t you dare put your email address on your website

    5. Register your new website address with (and a few other free business directories too)

    • This just gives Google a kick to announce that your website is up and running

    Still Too Hard?

    Then ask a family member or staff member to help.

    They teach this stuff in primary school now, so find a 10 year old and get on with it.

    Email Marketing: 7 Reasons Why It’s Cool, 3 Reasons It Sucks, 7 Tips To Make It Work

    Why are you attracted to the idea of “email marketing”?

    7 Reasons Why Email Marketing Seems Cool

    1. Because sending emails is cheap (or free). It’s a cheap way to keep in contact with your customers
    2. It’s scalable – if you double or triple the number of customers on your email database there is no extra effort for you
    3. Because it reminds your customers about what you can do for them – it keeps your brand in their minds, it builds familiarity, relationship, trust
    4. Because you could sell something directly
    5. Because it’s fast. You can get your first response within minutes
    6. Because it’s measurable. You can test various headlines and offers
    7. Because it’s easy. You can do it yourself

    3 Reasons Why Email Marketing Actually Sucks

    1. Because most email software is actually hard to use (despite what they claim!)
    2. Because it’s hard coming up with ideas for new content every week/month (exhausting!)
    3. Because building up your list of subscribers is slow (and why do people keep unsubscribing anyway? Annoying!)

    7 Components to Make Your Email Marketing Work For You

    My philosophy with email marketing is very simple:

    1. Make it obvious why someone should subscribe
      • Don’t expect sign-ups just because your email newsletter exists!
      • Provide at least 3 reasons why they should subscribe. If you can’t think of 3 good reasons, pack up and go home, email marketing is not for you
    2. Make your emails really plain
      • Which types of emails do spend most attention to: Ones with fancy graphics and big logos, or ones that are plain text? Plain text! You always read those first and leave the fancy newsletters for last, if you have time
      • No header graphics. No logo. You have your “from” address and your email signature to remind them of your brand. That’s enough. (Remember, this email is about them, not about you!)
    3. Make your emails really personal
      • Make the email a 1 on 1 conversation between you and your customer/client
      • Use the recipients first name at least 5 times. Not just “Hi Bob” at the beginning!
    4. Make your emails as long as they need to be
      • State your point in the subject line, expand on the point in the body, close with a call to action
      • Tell a story that can be read from start to finish
      • Use subheadings and bullet points so readers can scan for things that interest them
      • Include a photo or 2 if you can. Even better, a short 30 second video summarising your message
    5. Make it really easy to subscribe. Make it even easier to unsubscribe
      • Create links to your sign-up form everywhere: on your website, in your email signature etc
      • Put your unsubscribe link clearly at the bottom, or even better, as the very first sentence of your email – you only want people who are really interested in what you have to say so let the others go
    6. Brainstorm 12 months worth of content ideas before you send your first email
      • Get your friends, family and existing customers to help you generate a huge list of ideas
    7. Make your emails really cheap
      • My favourite email marketing software is MailChimp. It’s not super-easy to use but it is super cheap: completely free up to 1000 subscribers and 6000 emails per month

    Your Thoughts?

    So have you tried email marketing yet? If not, why not?

    If so, are you getting the results you want?

    What do you think of these tips?

    Share your thoughts below.

    The Toilet Paper Entrepreneur by Mike Michalowicz

    téléchargerMy notes on “The Toilet Paper Entrepreneur” by Mike Michalowicz

    This book had excellent structure, but I’ve only made notes on the sections I found most interesting, so you might find these notes jump around a bit.

    Launching Businesses

    • I loved entrepreneurialism. I could talk about business all day, read every magazine, attend every seminar, and still my thirst would not be quenched. It took me a few years to figure out what was sitting right under my nose the entire time: That I loved launching businesses.
    • Once I came to the realization that it is the birthing and maturing of a business that I love, I knew the path my future would follow.

    Continue reading “The Toilet Paper Entrepreneur by Mike Michalowicz”

    Business Cards: Don’t Waste Money Printing Business Cards

    When people first start their own business, the first thing they do is get 1000 business cards printed.

    Don’t bother!

    Don’t print business cards because only people who want to sell you something (that you don’t need) will take them from you and use them.

    Do people that you need something from ever take your business card and use it to contact you?

    No. Of course not. Because it’s your job, not theirs.

    If you want something from someone you have to take it or ask for it.

    So the next time you talk to someone that you might find useful later, instead of giving them one of your business cards, take theirs instead.

    And then, when you get home tonight, send them a “hello!” email with your huge-mungus email signature.

    A standard, boring email signature looks like this:

    John Thomas
    Boring Company Name 
    Phone number 
    Mobile number
    Fax number

    That is so lame.

    This is your chance to make an awesome email signature.

    An awesome, huge-mungus email signature has the following 11 extras:

    1. Your tag line:
      • A phrase under your name that summarises how you make the company you work for awesome (that leans towards how your company helps clients)
      • Or, at the very least, a sentence that explains what your company does
    2. Your tertiary qualifications
      • If you are proud of them
    3. Your Skype username
    4. Not your fax number
      • Because fax machines are lame and having the number makes you look like a fossil
    5. Repeat your email address
      • Restate it here so it’s easy for them to share it with other people
      • Don’t rely on people checking up in the email header for it
    6. Your physical address
      • Especially if you run a home based business
      • Stating it makes you credible and real
      • People like to know they can come round to your office and punch you in the face if you annoy them… Or pat you on the back for a job well done too I spose…
    7. Link to your LinkedIn profile
      • Which is a prompt for you to ensure it is up to date because LinkedIn is awesome
    8. Link to your blog
      • So people can read your thoughts and you get the chance to establish your credibility, oh… you don’t have one? Lame.
    9. Link to your business Facebook page
      • So you look 21st century, oh… you don’t have one? Lame.
    10. Link to your Twitter
      • oh… you don’t have one? Fair enough actually, it’s not for everyone
    11. Link to your websites
      • oh… you’ve only got one website? Lame. Add a link to your favourite charity then

    My email signature is 21 lines (excluding spacing). I dare you to make yours bigger!

    (And before you include the text “think about the environment before you print this email” just stop. It’s not 1999 anymore. Just stop.)

    My huge-mungus email signature:

    Sheldon Nesdale

    Digital Marketing for Small NZ BusinessesMBA.Waikato.(2011). BECom.(Hons.Mktg).Waikato

    c/o Marketing First 2009 Ltd
    13 The Green, Bayfair, Mount Maunganui 3116, New Zealand
    Phone: (07) 575 8799
    Mobile: 021 128 5046
    Skype: sheldon.nesdale

    * Blog –

    * Head Organiser of Tauranga.StartUpWeekend.orgFirstbyte Websites |
    Search Engine Guide |

    Donate $4-$32/month to a worthy NZ charity with

    Twitter: You Suspect It Would Waste Your Time, Are You Right?

    What is it?

    Twitter is a micro-blogging platform which enables 160 character text messages (called “Tweets”) to be broadcast to “Followers”.

    From a business perspective, Twitter can be useful in 2 ways:

    1. For introducing your brand to a new, tech-savvy segment of the population
      • When you “Follow” someone they are notified via email (unless they opt out of this notification) and they may be curious enough to find out more about you by reading your profile, reading your recent tweets or clicking a link to your website
      • A Korean BBQ truck in Los Angeles became famous for using Twitter to update their customers about what street corner they were parked on every night (this was back in March 2009)
    2. For monitoring what is said about your brand online
      • Telecom New Zealand is especially good at this. They have a small team who respond to every negative or positive comment about them, usually within minutes.
      • One of the most famous Twitter users in New Zealand in the food service category is the manager of an Italian Gelato shop in Auckland called Giapo:

    What did owners of NZ cafe’s, restaurant’s and bar’s have to say about Twitter?

    I interviewed 7 owners one-on-one in April 2011. None of the owners interviewed had used Twitter for personal or business use.

    Owners had this to say:

    • “I don’t know if my staff use Twitter, they haven’t talked about that much. I did hear about it from the news in a story about how a celebrity was using it. From a business point of view I don’t really understand what it is, so I wouldn’t know how to apply it”
    • “I’ve never gone on it. Facebook is enough for me”
    • “I don’t know what that is”
    • “I’m sceptical that it will bring in more customers. I’m concerned it will just suck up even more time”
    • “I don’t think it is really a kiwi thing”
    • “We intend to start using Twitter soon. We will work on developing a formula over time by trying different kinds of content such as announcements about the freshness and taste of our dishes, and questions about their last visit”

    What did customers say?

    105 members of the public answered a questionnaire as part of my research which had several questions about Twitter specifically.

    15% of these respondents reported “Sometimes”, “Often”, or “Always” seeing people they follow talk about their experiences at cafes/restaurants/bars on Twitter.

    Perhaps this result is more an indication of the low levels of adoption of Twitter amongst New Zealanders than anything else.

    The implication for owners is that it is easy to set up alerts to monitor any mention of their brand names on Twitter. If they get one, they have an opportunity to communicate directly to the person praising/complaining and solve the issue.

    6% of respondents indicated they “Sometimes”, “Often”, “Always” ask friends via Twitter to recommend a new place to visit.

    7% of respondents indicated they “Sometimes”, “Often”, “Always” tried a new place after seeing a Twitter message about it.

    Should Cafe/Restaurant/Bar owners get a Twitter account?

    Based on the results of these 3 questions about Twitter, it would seem that Twitter should be low down the list of priorities in terms of online marketing methods.

    Having said that, there may be some first-mover-advantage of getting involved now rather than waiting to see if critical mass is reached.

    Speaking from 3 years of personal experience with Twitter (I recently mothballed 4 of 6 Twitter accounts I have) I would summarise by saying that Twitter is for individuals who follow like-minded individuals who share information and links about topics they are interested in. Those with an explicit business agenda are shunned or worse, ignored.

    In short, there is very little opportunity for explicitly converting followers into patrons of your cafe/restaurant/bar. But many people enjoy this medium as a way of keeping up to date on issues and topics in industries that interest them.

    How can you get started with Twitter?

    The steps are as follows:

    1. Go to and signup for a free account
    2. Fill in your details; a short biography, your location, a link to your website, and upload a photo
    3. Find interesting people/brands to follow:
      • Eg celebrities, media personalities, a guru in a topic you are interested in, influential people or brands in your industry, friends, journalists etc
      • You can search by name, location, words in their profile, or search their latest tweets for a certain keyword
      • By “Following” them you begin to feed their Tweets into your timeline for you to read at a time of your choosing
      • For example you might follow Richard Branson because you find his “just do it” attitude inspiring
    4. Write tweets of your own for your followers (and for people considering following you):
      • Write some wise words
      • Or “ReTweet” something interesting you’ve seen another Twitter user say
      • Or you can post a link to a photo or video
      • Or ask the universe a question
      • Do NOT tell people what you’ve had for lunch!
    5. Reply to other peoples Tweets
      • Reply to other peoples tweets to show your interest, provide feedback, or start a conversation

    You don’t need to be infront of a computer to use Twitter. You can post messages to your Twitter page by txt message from any mobile phone. All Smart Phones also have Twitter applications with full functionality.

    In What Type Of Business Is The CEO Also The Receptionist?

    You’ve probably noticed that there are often 2 types of receptionists in 9-5pm business offices:

    The first type I’ll call Wendy Winter and the second I’ll call Susan Summer.

    Wendy Winter

    • Wendy doesn’t really want to be there
    • She’ll be on Facebook most of the time if it hasn’t been blocked, and txt msg friends constantly (sometimes while a customer is in front of her)
    • She will put in minimum effort to earn her minimum wage

    Susan Summer

    • Susan loves her job
    • She feels important, she feels valued, she knows she’s contributing to the success of the company
    • She conducts her business with the elegance and finesse of a orchestra conductor

    If your receptionist is most often the first point of contact with new or existing clients/customers, then surely you want the very best person for the job?

    Actually, the survival of your business depends on your receptionist, and a great one could be the secret sauce that could help your business thrive.

    If it’s such an essential function, why is it so often delegated to someone on minimum wage who doesn’t really want to be there?

    Maybe the CEO should be the receptionist instead.

    Imagine the CEO’s of all the 9-5pm businesses near you cancelling all their meetings for the year and settling into the reception area and putting on a headset ready for walk-ins and phone calls.

    Would you get better service the next time you walked in there or called?

    Could this be the difference between surviving and thriving?

    There is one industry that has got it right: The Food Service industry. I’m talking about Cafe’s, Restaurant’s & Bars.

    Have you noticed that in the best Cafe’s, Restaurant’s & Bars near you, the front-of-house person is most often the owner?

    So these guys have figured out at the CEO must be the receptionist.

    Your thoughts in the comments below please.

    Made to Stick by Chip & Dan Heath

    My notes on “Made to Stick” by Chip & Dan Heath

    S.U.C.C.E.S.s: Simple, Unexpected, Concrete, Credible Stories41hMTwhl6IL._SY344_BO1,204,203,200_


    • Not dumbed down or sound bites
    • Find the core fo the idea
    • “The curse of knowledge” if you say 3 things you say nothing
    • Simple = core + compact, forced prioritisation
    • To make a profund idea compact use flags – “tap the existing terrain of your audience”
    • Schema’s are a collection of generic properties of a concept or category
    • Higher level schemas are composed of other schemas. Analogies are great
    • The goal is to write a proverb

    How To Make Millions With Your Ideas by Dan S. Kennedy

    My notes on “How To Make Millions With Your Ideas” by Dan S. Kennedy5188mtDB8rL._SX326_BO1,204,203,200_
    • To win with premium prices, clobber competitors with service
    • Call every customer after the job is completed to verify satisfaction
    • Offer strong guarantees
    • Get crazy publicity & word of mouth with free product to local companies (works if you own a cafe anyway)
    • Stake out a market leader position from the start – define a new niche
    • Break even on the first sale / product to get a mailing list together. Sell to that group long term
    • Repackage the same core product / service in heaps of different ways, different formats, different prices, to different target markets

    The Unwritten Laws of Business by J. King and James G. Skakoon

    My notes on “The Unwritten Laws of Business” by J. King & James G. Skakoon. 2007511pX2EDVHL._AC_UL320_SR214,320_

    Good advice for employees who want to get the most out of their current role.

    How to Win Friends and Influence People by Dale Carnegie

    My notes on “How to Win Friends and Influence People” by Dale Carnegie

    3 Fundamental Techniques in Handling People51RWA6BmIWL._SX320_BO1,204,203,200_

    1. Don’t crisicise, condemn or complain
      • Instead, try to understand them, why they do what they do
      • The most important human desire: A feeling of importance
    2. Give honest and sincere appreciation
      • Find out their good points
      • Try to see everything from the other person point of view
    3. Arouse in the other person on eager want

    Purple Cow by Seth Godin

    My notes on “Purple Cow” by Seth GodinpurpleCow

    • Remarkable marketing is the art of building things worth noticing right into your product. If it isn’t remarkable, its invisible
    • The Advertising Age
      • Before: Word-of-Mouth
      • During: Ever increasing consumer prosperity, and endless consumer desire. Simple formula: Advertise on TV & mass media = increased sales
      • After: Word-of-Mouth with new networks at rocket speed

    Confession: I Only Have 4 Skills

    It’s true. My confession to you today is that I only have 4 skills.

    Skill #1: I Can Read

    Being able to read is my first skill.

    I read a speed reading book 4 years ago and it changed my life: 10 Days to Faster Reading by Abby Marks Beale

    It increased my comprehension from 60-70% to 80-90% and increased my reading speed from 300wpm (already quite good) to 600-900wpm.

    I can consume a regular sized business book in 2 to 3 hours. And when I studying for my Masters over the last 2 years I read hefty text books in 4 – 6 hours.

    The pay off for my reading skill is that I get to steal ideas from the best minds on the planet and rework those ideas into my own. Continue reading “Confession: I Only Have 4 Skills”

    The Award For The Worst Toll Free Number Goes To 0800 MELANOMA

    There’s an ad playing on the radio at the moment about a local skin cancer specialist.

    I have a problem with their choice of phone number:

    0800 MELANOMA

    To me, this is a classic case of being unable to consider the customers perspective, who is looking into the business from the outside.

    The business owner must have thought “we deal with melanoma every day, it’s what we do, so if 0800 MELANOMA is available, it’s the right number for us”.

    Meanwhile, the customer is thinking “I don’t like the look of this mole on my arm. I think I’ll be ok, but I better get it checked by a professional just to be sure”.

    And then you want them to dial 0800 MELANOMA?

    No thanks. I don’t want melanoma.

    If you had two take-a-way pizza joints to choose from would you call: Continue reading “The Award For The Worst Toll Free Number Goes To 0800 MELANOMA”

    A Facebook Page For Your Business? Should You Bother?

    Word of Mouth is how a business dies, survives or thrives, right?

    Well, social media platforms such as Facebook are Word-of-Mouth with a megaphone.

    Traditional, mass-media, or “broadcast” forms of advertising are becoming less effective because they are based on interruption.

    Media is continuing to fragment (more websites, more TV channels, more magazines) so it is increasingly expensive to shout at your target audience.

    The future is about getting permission to talk to your audience.

    Facebook is all about building a permission asset.

    People of all ages are using it. It’s free. It’s easy. It’s a way to get feedback from your customers.

    Continue reading “A Facebook Page For Your Business? Should You Bother?”

    How To Handle Negative Reviews About Your Business

    Have you ever looked up your own business online and found a negative review somewhere?

    Maybe you own a restaurant and you’ve just found a negative review on a restaurant directory written by someone who was grumpy that night and they have lashed out at you?

    Maybe you own a motel and you’ve just found a negative review on a motel directory written by someone who expected a 5 star experience when you sign clearly says 3 star and now they a complaining loudly?

    You wish they had come to you first so you’d have the chance to put things right before they flamed you in public like that, right?

    Well, for whatever reason, they didn’t. And now there is a negative comment out there poisoning your online reputation and scaring away potential customers.

    It is a frightening experience for a business owner.

    Did you know that there is a way to turn negative reviews left online by disappointed customers, into a positive force that is 10 times more powerful?

    All you have to do is follow this guide:

    Step #1: Don’t Make Excuses Continue reading “How To Handle Negative Reviews About Your Business”

    The Art of the Start by Guy Kawasaki

    My notes on “The Art of the Start” by Guy Kawasaki

    Complete This Sentence

    • If your organisation never existed, the world would be worse off because…

    Take Notes To Impress

    When you are doing a pitch to an investor and they speak, take notes. The visible act of taking notes says:

    Anything You Want by Derek Sivers

    My notes on “Anything You Want” by Derek SiversDerekSivers-AnythingYouWant-318x450

    My personal philosophy’s

    1. Business is not about money. It’s about making dreams come true for others and for yourself
    2. Making a company is a great way to improve the world while improving yourself
    3. When you make a company, you make a utopia. It’s where you design your perfect world
    4. Never do anything just for the money
    5. Don’t purse business just for your own gain. Only answer the calls for help
    6. Success comes from persistently improving and inventing, not from persistently promoting what’s not working

    1. Your business plan is moot. You don’t know what people really want until you start doing it
    2. Starting with no money is an advantage. You don’t need money to start helping people
    3. You can’t please everyone, so proudly exclude people
    4. Make yourself unnecessary to the running of your business
    5. The real point of doing anything is to be happy, so do only what makes you happy Continue reading “Anything You Want by Derek Sivers”

    How Are You Going To Change Your World in 2012?

    Notice how I said “your world” rather than “the world”.

    Can one person change the world?

    Well, I do think one person can change 10 people.

    And those people can change 10 people each.

    And so on.

    And perhaps, in that fashion, you can change the world.

    But I’m talking about “your world”.

    Your world could be:

    1. Your country
    2. Your city
    3. People with an interest in common to you
    4. Your network
    5. Your family, your friends
    6. You

    I’m confident you can change #6, and by starting there, you can change all the others.

    What Are The 4 Things You Need Before You Can Change Your World?

    1. You just need to find you are passionate about (passion keeps you going when everyone else quits)
    2. Find people equally passionate about it and get them to help you (doing it yourself can work too)
    3. Take the action you need to (taking action moves good ideas into great ideas)
    4. Never give up. Let nothing stand in your way.

    How Can We Change The City of Tauranga Together in 2012?

    I’m passionate about:

    And in the last 6 months I have met dozens of people that are passionate about these same things!

    But until now, no one person has held all the piece of the puzzle at once.

    So in 2012 I’m going to bring all these people and elements together somehow…

    Some initial ideas:

    1. Run a Tauranga version of Start-Up Weekend (perhaps twice)
    2. Be a mentor at “The Idea Shed” (high school students)
    3. Help create a Business Incubator in Tauranga
    4. And help these entrepreneurs from these 3 sources to either:
      • bootstrap their business (get it going with zero capital)
      • or help them pitch their ideas to local investors

    Keen to help?

    Then let’s talk: Phone (07) 575 8799.

    Game-based Marketing by Gabe Zichermann

    My notes on “Game-based Marketing: Inspire Customer Loyalty Through Rewards, Challenges and Contests” by Gabe Zichermann & Joselin Linder.51yFzzNljwL._SX329_BO1,204,203,200_

    Games are all around us

    • “The Subway Game” is passive – most people don’t realise there is a game on, the players stand close to the train doors, block other players with their body language and compete for a seat. Breaking the rules using aggression is not allowed.
    • Variations: The Bar Game – get to the bar and order drinks for your friends the fastest. The Supermarket Game – identify which queue is likely to move the quickest
    • They are big business. Games such as Frequent Flier Miles earn more revenue for airlines than flying people around

    Continue reading “Game-based Marketing by Gabe Zichermann”

    Real- Meerman ScottTime Marketing and PR by David

    My notes on “Real-Time Marketing and PR” by David Meerman Scott.

    “How to instantly engage your market, connect with customers and create products that grow your business now.”8157405

    What’s Expected In The Corporate World:

    • Wait, to make certain
    • Work from checklists dictated by one-year and even five-year business plans
    • Measure results quarterly
    • Execute based on a long-term “new product launch” mentality
    • Organise around multi-month marketing and communications campaigns
    • Ger permission from your superior
    • Run decision by your staff
    • Bring in the experts, the agencies, and the lawyers
    • Conduct extensive research
    • Carefully evaluate all the alternatives
    • Aim for perfection before public release
    • Respond to customers on your time frame
    • Engage with media, analysts, and commentators only when convenient and comfortable for you

    Continue reading “Real- Meerman ScottTime Marketing and PR by David”

    I Earn 540 Dollars Per Month From A Blog About Hot Pools, Could You Do The Same With A Topic You Are Passionate About?

    Almost 2 years ago I wrote an article called “Should You Sell Space On Your NZ Website For Banner Advertising?” in which I suggested you shouldn’t.

    2 years later I haven’t change my mind. If it’s your core business then your website should focused on attracting new customers, and making sales, not earning a few dollars a month in advertising revenue at the cost of distracting your customers.

    Blogs are a different story however.

    7 Steps to Earning Income From A Passion

    1. Find a topic you are deeply passionate about (this will give you the energy to keep going)
    2. Be determined to write at least one short blog article per month
    3. Your articles should contain useful information for other people interested in your niche. Eg lists, your findings on micro research projects, reviews and comparisons, interviews etc
    4. Build up your audience by sticking to your niche and becoming a valuable resource
    5. Find similar blogs/articles and write useful comments on them that contain a link back to your blog
    6. Grow your audience to about 300 visits per day
    7. Monetise

    I create 2 or 3 new blogs like this every year. I’ve had some real duds (like but I’ve had some big winners (like and

    Today I want to tell you the story about (which simply lists all the thermal hot pools around New Zealand) and tell you exactly how much advertising revenue I generate from it every year/month/day, so you can figure out if you could do the same with your idea for a blog. Monthly Webstats:

    • 15,000 Visits per month (12,000 absolute unique visitors)
      • 500 visits per day
    • 48,000 PageViews per month
      • 1600 Visits per day
    • $540 per month revenue
      • $18 per day
      • Which is $36 revenue per 1000 visits
      • Which is 28 visits to earn $1

    In this game, it is mainly about PageViews. Visits are important too but “Absolute Unique Visitors” are not.

    There is a lot of confusion out there around these terms, so if you need a refresher on the definitions read: Difference Between Unique Visitors, Visitors, Visits, Page Views, Hits. And Why You Should Care


    The hard part is getting an audience. Once you have an audience, monetising that audience is easy.

    The 4 Ways to Sell Advertising Space On Your Website/Blog:

    1. Direct Sales

    • Direct Sales to businesses in your niche is the most lucrative but takes the most time
    • It involves writing a list of prospects and making lots of phone calls to find out who the decision maker is to establish a relationship and to get permission to email them with your advertising rates from time to time
    • Be creative with what you are selling: Eg banner ads, access to your email newsletter, sponsored blog articles, special mentions, featured businesses
    • You can charge $5/$10/$20 CPM (Cost-Per-1000-Impressions) so for NZHotPools this is about $300/month
    • If you use WordPress for your blog there are plugins that let you schedule the ads, or you can use

    2. Google Adsense

    • This is the easiest to manage. Decide where you will setup your advertising panels, and just generate the Adsense code and copy/paste it in. You’re done.
    • Google Adsense calculate the best text-based ads to show your audience depending on the content of the webpage, the advertisers bids, and more recently, the visitors online behaviour and profile. Every bit of data they can use to generate more clicks which earns more revenue for you and for them
    • On average you can expect to earn $1 per 300 visits, so for NZHotPools this is about about $50/month

    3. TPN “The Performance Network”

    • They require you to have 20,000 unique visitors per month though, so they might not want to work with you until you’ve grown your blog to that level (they bent the rules for me a little bit because I already had an account with them)
    • They do display ads for big NZ brands like Kiwibank, NZPost, ASB etc
    • They don’t have sophisticated technology to calculate the optimum ads to show, it’s just mass advertising rather than targeted advertising
    • You can expect $1 per 300 visits so for NZHotPools this is about about $50/month

    4. Affiliate Income

    • An affiliate programme is where you earn a commission on every sale you make for the advertiser. Eg you could install an Amazon book widget for your topic and you’ll earn a dollar or two everytime someone purchases that book from Amazon thanks to your link
    • Unfortunately, it is vary rare to find New Zealand businesses with Affiliate Programmes and your New Zealand audience is uncomfortable when they click on a link and find themselves on a USA based website so they are unlikely to whip out their credit card
    • doesn’t generate any affiliate income, but does generate a little

    How Much Advertising Should You Switch On As Your Website/Blog Grows?

    As your website/blog grows, you gradually switch on more advertising. For example, my rules are:

    • 0 – 300 visits per day:
      • Either no advertising at all or just 1 or 2 Google Adsense panels to break the ice
      • Start collecting email addresses from your audience
      • Monthly Revenue: $0 – $30
    • 300 – 500 visits per day:
      • Looking promising
      • Start Selling ads Directly to businesses in your niche
      • Monthly Revenue: $300 – $500
    • 500 – 1000 visits per day:
      • You’re on to a winner
      • Modify Google Adsense positioning to maximise revenue
      • Get more aggressive with your Direct Sales
      • Monthly Revenue: $500 – $1000
    • 1000+ visits per day:
      • Re-evaluate positioning of everything
      • Turn on TPN & investigate Affiliate opportunities (if any)
      • Monthly Revenue: $1000+

    Hit The Ground Running: A Manual For New Leaders by Jason Jennings

    My notes on “Hit The Ground Running: A Manual For New Leaders” by Jason Jenningsihwx.9f22449c-7a23-4641-a068-194083827ab9.200.175

    •  The number one cause of business failure isn’t poor cash-flow or pricing it’s copying a competitors strategy
    • Shareholders are best served by looking after consumers, retailers, employees, suppliers and community first. A different perspective from what you’d hear from Wall St
    • “Profit is not the reason for the existence of a company, profit is a well deserved by-product of doing what’s right. Looking for profit? Do more good things”
    • When you are the new CEO: unless people are presented powerful and undeniable evidence to believe that you are different (better) than your predecessors, they’ll either wink and whisper “here we go again” or adopt a deadly wait-and-see attitude
    • Productivity: it’s not the hours you put in or your level of effort, it’s about achieving what you set out to do. “Activities are not the same as Results”
    • “If you do a good job, people want you. Not for what you were trained to do but for your ability to get the job done.”
    • “People don’t quit companies, they quit bosses. The best boss is a mentor, one you trust.”
    • “Don’t confuse a decision made after listening to lots of people with a compromise decision. Usually when you get to a compromise you’ve lost something. Seek input, carefully consider everything you’ve heard and then make a call. Don’t try to please everyone.”
    • The new CEO of a private hospital started by giving a flower, newspaper and his business card out every morning with a note to call him on his extension for a quick resolution to any problem during their stay
    • “If you’re trying to climb one mountain and you find you can’t reach the summit, you don’t abandon mountain climbing, you change the goal and go for another summit. Who cares which mountain you climb? The view is great from every mountain top.”
    • “The plan isn’t nearly as important as the planning” – Keith Rattie
    • “One boss I had didn’t have thirty years of experience he had five years experience”

    Continue reading “Hit The Ground Running: A Manual For New Leaders by Jason Jennings”

    In New Zealand Is Facebook Just For Kids? No.

    I thought it would be interesting to combine age group data from Facebook with age group data from Statistics New Zealand to see what proportion of each age group is using Facebook.

    In particular, I was interested in answers to questions like:

    • Is Facebook mainly for teenagers?
    • Are people over 50 using Facebook?
    • Are people over 65 using Facebook?

    What questions would you like answered?

    Let’s take a look at the data:



    NZ Facebook Users*

    % of total Facebook users

    NZ Population**

    % of age bracket on Facebook
















































    ^How is it possible that more than 100% of that age group use Facebook? I don’t know.

    What do you think? Do these results surprise you?

    Write your comments below

    Poke The Box by Seth Godin

    My notes on “Poke The Box” by Seth Godinsethpokethebox copy

    Kinds of capital

    What can you invest? What can your company invest?

    • Financial capital – Money in the bank that can be put to work on a project or investment
    • Network capital – People you know, connections you can make, retailers and systems you can plug into
    • Intellectual capital – Smarts. Software systems, Access to people with insight
    • Physical capital – Plant and machinery and tools and trucks
    • Prestige capital – Your reputation
    • Instigation capital – The desire to move forward. The ability and guts to say yes. This is the most important capital of our new economy

    Continue reading “Poke The Box by Seth Godin”

    Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead

    My notes on “Fascinate: Your 7 Triggers to Persuasion and Captivation” by Sally Hogsheadfascinate

    Fascination Scale

    • Avoidance
      • You’ll take steps to avoid TV commercials
    • Disinterest
      • You might leave the room during a commercial break to grab a bite
    • Neutrality
      • You don’t really care if you watch the commercial or not. You’re not going to take steps to avoid it, or to watch it
    • Mild Affinity

      • If a commercial happens to pique your curiosity, you’ll watch. Otherwise, eh, whatever
    • Interest
      • Commercials entertain, at least the good ones
    • Engagement
      • You actively enjoy commercials. During Super Bowl, you pay more attention to the commercials than the game
    • Immersion
      • You go out of your way to watch commercials, even going online to search them out
    • Preoccupation
    • Obsession
    • Compulsion

    Continue reading “Fascinate: Your 7 Triggers to Persuasion and Captivation by Sally Hogshead”

    Money Back Guarantees: Should You Offer None, 30 Days, or 30 Years?

    You may have heard that money-back guarantees are a good idea but you are not sure if they are right for your business?

    Perhaps you are holding back because you are worried it’s going to cost you money handing out dozens of refunds, right?

    Offering any kind of money back guarantee is better than offering none at all because the main two things that customers care about is:

    1. Price
    2. Risk

    And a money back guarantee helps with both.

    A money back guarantee reduces risk for the customer because:

    • It signals that you are confident about the quality of your product
    • It reduces their nervousness about making a bad purchasing decision
    • It goes beyond the normal offer of replacing the item if something goes wrong, because they can get their money back

    A money back guarantee reduces the price for the customer because:

    • There is a cost for returning something for a refund: time. Knowing that you are able to get cash back for your trouble is better compensation than a replacement
    • Customers perception is: Price + money-back-guarantee = Free Trial. Free is a customers favourite price

    These are all “up-front” factors that persuade a customer to buy in the first place. Which is great.

    In fact, let’s just slap a number on it and say that offering a money back guarantee will generate 20% more sales for you.

    But the real magic happens in the “tail-end”, a long time after the sale.

    Let’s say you purchased the Ginsu 2000 never-needs-sharpening-can-cut-through-a-can knife with a 30 year money back guarantee.

    And it’s year number 29 and you decide it’s crap. Do you ask for your money back? Hell no. For 4 reasons:

    1. You forgot about the 30 year money back guarantee anyway
    2. You can’t be bothered
    3. You feel you got your moneys worth any way
    4. You don’t want to impose or be a nuisance
    5. You’ve had it so long it feels like yours, you feel like the owner. This reduces the obligation of the people you bought it from

    Yes, it’s an extreme example but you get the idea. Let’s look at another:

    Let’s say you purchased an ebook about Search Engine Optimisation for $19 with a 3 month money back guarantee.

    It’s the 2nd month, and you only just got around to reading it and you decide it’s crap. Do you ask for your money back? Hell no. For 3 reasons:

    1. You forgot about the 3 month money back guarantee anyway
    2. You can’t be bothered
    3. You don’t want to impose or be a nuisance
    4. It’s in your possession and so you feel like the owner. This reduces the obligation of the author

    Let’s just slap a number on it and say that you get 5% of customers that actually do go ahead and ask for their money back.

    So to summarise, you are getting 20% more sales to get out 5% refunds… Ummm, that’s really good isn’t it?

    Yes. Yes it is.

    4 Ways to Make A Great Money Back Guarantee:

    1. Make the expiry really really long. The longer it is the more chance of the customer forgetting about it, or feeling like they are imposing by asking for their money back
    2. If a customer asks for their money back, provide it the same day. Don’t drag your feet and make them wait. You will impress them with your customer service, and this experience may trigger Word-of-Mouth so you might get new sales from people they talk too!
    3. Tell them up-front how to get one eg “To get your money back, just call us on 0800 xyz xyz and you’ll have your money back within 24 hours”. You could just provide an email form for them to request their money-back, but in this case, I advise putting up a small barrier for them and getting them to talk directly to you
    4. Arrange their refund over the phone, and when it’s finished and approved, at the last minute ask them why they asked for one. Their feedback might be valuable. Don’t ask this question upfront because it will make them feel more uncomfortable than they already are

    What about services?

    Money back guarantees can also work for services but you’ll have to go overboard with your offer Eg “If you are not happy with our car washing service we’ll redo it for free + give your money back”

    What do you think about money back guarantees now?

    What do you have to add to this? Will you give it a try for your business? What’s the most outrageous money-back guarantee you’ve ever seen?

    The No-Bullshit Way To Make Money Online: Slow Cook, Not Get-Rich-Quick

    Over the last few years I have tried several ways of making money online.

    I wanted to get rich quick. Don’t we all?

    I fell for the hype and got out my credit card, but I’m not ashamed. I’m human, and the sales copy was brilliantly written and tapped into my psyche and convinced me.

    I gave it a shot, and I failed many times, but I’m not afraid because that’s when I learnt my biggest lessons.

    I have had a few successes and many failures.

    3 Ways I’ve Tried (and failed) To Make Money Online:

    1. Make Money Online Simply By Purchasing A Domain Name?

    • If you are holding on to your domain names hoping for the day you get a big offer for it, don’t hold your breath.
    • Ever been shocked that a particular domain name is still for sale? Ever been amazed that it hadn’t been purchased already by someone else? Don’t be. There are thousands of domain names like that
    • No matter how exclusive a domain name you think you have, there are a million ways someone with real content will beat you in the search engines and sidestep you by merely adding a dash or another word to the domain name they buy for $25 to avoid purchasing yours for thousands of dollars

    2. Make Money Online With Affiliate Marketing?

    • There are lots of variations on this, one common example is that you are promised $1 every time you sell a digital product. Your task is to get your hyperlink in front of a large audience so you buy advertising space on big websites such as TradeMe, NZHerald, YouTube, Facebook etc using an ad network such as Google Adsense, AdBrite etc.
    • Unfortunately the click-through rates are never as good as you thought they would be (the mega affiliates have already saturated the market and made all their money before you got your affiliate code) so if you ever make a sale, it’ll cost you $1.10 to make it (oops, you only made $1 on that sale so you just made a loss of 10c…)
    • Another variation is starting a small blog and featuring your affiliate links in the sidebar (or in the articles themselves). Sorry, your web traffic levels probably won’t reach critical mass, and the poorer quality your content, the worse the future looks for you if you rely on free traffic from Google

    3. Make Money Online By Blogging?

    • Could you quit your day job and start writing full time and earn an income by selling advertising on your amazing articles? Probably not.
    • It seems that the only people making money by blogging are those that teach others how to make money from blogging…
    • I’ve written some pretty awesome articles over the years (if I do say so myself) and I actually have been able to turn one popular article into a small business, but I’m not going to give up my day job to write full time, are you?

    My Slow-Cook Recipe For Making Money Online

    I have had a small number of success at earning money online, so here is my recipe if you want to do the same:

    1. Find a niche that lots of people are interested in (and ideally only a few people are servicing)
    2. Do a better job than your competition at writing interesting, engaging content (eg articles, reviews, start discussions)
    3. Attract the people that are interested in this niche (eg with organic search engine traffic, direct marketing, advertising, Facebook, Twitter)
    4. Monetise the web traffic (with Adsense, or direct ad selling, or hold out for a buy-out of your business)
      • Sidenote: On average you need 100 visits to earn $1 with Adsense. Getting 30 visits per day? Hooray, you’ll earn $2/week!

    There is no magic bullet.

    And if you see a magic bullet for sale then that get-rich-quick gun fired a long time ago and you are too late to rake in a huge pile of cash.

    What about you?

    If you have tried and failed, or tried and succeeded at making money online, add your comments below.

    2 Vital Elements The “About Us” Page on Your Website May Be Missing

    If you pay any attention to your webstats, you may have noticed that your About Us page is one of the least visited webpages on your website.

    This doesn’t mean it is unimportant. It is vitally important.

    The low traffic means that each prospective customer will visit it only once, so you’ve got one chance to give them what they came for.

    So, what are they looking for?

    When prospective customers visit your About Us page they are looking for 2 things:

    1. Credibility cues
    2. A story

    3 Ways how you can build credibility on your About Us page

    1. They want to know you are legit, with a real physical address (preferably nearby to them, and at least in the same country)
    2. Use real names (not “us” and “we”). Certainly name everybody the customer may be in contact with, and it’s good to name all the support people too. Plus name the founders/managers.
    3. Use official company names (not just your trading-as name) so they know they can check you out with the Companies Office if they wanted to

    3 Tips for how you can tell a story on your About Us page

    1. Lots of detail. On most web pages you need to be quite brief and get to your point quickly, but on the About Us page the rules are relaxed a bit because the web visitor is asking for a story so you can write as much detail as you like. Divide your “About Us” content into sub-pages if you need them eg “History”, “Founders”
    2. Define your target customer (don’t try and be all things to all people). The idea is to be specific so your target customer sees themselves in your description and has confidence you will serve them well. And those outside your target will still see elements that match them so you win both ways
    3. Convey your passion for helping people like them, perhaps you have an interesting story of why and how you got into this business that communicates that passion?

    What more tips can you suggest for About Us pages? Add them to the comments below.

    Socialnomics: How social media transforms the way we live and do business by Erik Qualman

    My notes on “Socialnomics: How social media transforms the way we live and do business” by Erik Qualmantélécharger (1)

    The story about bacon salt

    • Bacon Salt was an idea that was born out of the minds of two Seattle buddies, Justin Esch and Dave Lefkow, who over a few beers jokingly posed the question – “Wouldn’t it be great if there was a powder that made everything taste like bacon?”
    • They found over 35,000 people that mentioned bacon in their MySpace profile. They began reaching out to these people to gauge their interest in Bacon Salt, and not only did they find interest, they started receiving orders when they didn’t even have a product yet.
    • It went viral.
    • The spice that made everything taste like bacon incredibly sold 600,000 bottles in 18 months. “We didn’t even have a product at the beginning; instead, we bought cheap spice bottles, printed out Bacon Salt logos and scotch them onto the bottles.”
    • Lesson: People are passionate about what they like. Each passion is a niche that can turn into a business.

    Continue reading “Socialnomics: How social media transforms the way we live and do business by Erik Qualman”

    Online Advertising In NZ: A Crash Course On How You Can Get Started Advertising Your Business Online in New Zealand

    Have you noticed how much publicity the growth of online advertising has been getting lately?

    If you are wondering:

    • “Am I missing out because I haven’t tried online advertising yet?” and
    • “How can I dip my toe in the water to see if online advertising is right for my business?”, then this crash course on online advertising is what you need

    “What are the major formats of online advertising?”

    There are 2 main formats:

    1. Text based ads
      • Very easy to setup
      • Very easy to change
    2. Display ads
      • Traditionally just “Banner Ads” but now includes rich media/interactive ads and video ads
      • Usually expensive to get graphic design and difficult and expensive to change
      • But, your best performing text-based ads can be converted to display ads very cheaply! (They look absolutely hideous, but they work really well)

    “Where can we place our ads?”

    In New Zealand there are 4 main places where it would be appropriate to put your ads:

    1. Beside Google NZ Search results (“Google Adwords”)

    • Format: Text-based ads
    • In the right hand column, and sometime above search results
    • Very easy to set up
    • $1 per click would be average (highly competitive industry’s like finance or tourism will cost more)
    • Good targeting: You can specify a geographic target and your ads are displayed when people in those cities are searching for something related to your offer
    • Provides excellent data so you can just copy/paste your best performing ads to the next 3 ad networks

    2. Websites that use Google Adsense

    • Format: Text-based ads and display ads
    • That have dedicated space on their website to earn revenue (like mine:
    • Very easy to set up
    • Display Ads:
      • Very cheap CPM (Cost-Per-Thousand Impressions) because most people don’t bother creating display ads because it’s too hard = less competition for ad space = cheaper cost of advertising
      • Good reach – your ads would be popping up on random NZ websites all over the place – good for cheap brand recognition

    3. Facebook

    • Format: Text-based ads with a single small image
    • Excellent targeting: you can specify exactly who your demographic is Eg Female 25-35 who live in the Tauranga area
    • But Facebook users are not there to click on ads, they are there to have fun and share their lives. Therefore effectiveness can be very poor
    • Cost-Per-Click varies greatly eg $1-$3

    4. Huge NZ Websites that have their own advertising systems

    • Format: display ads (interactive costs extra & video is not usually available)
    • Eg TradeMe, NZHerald etc
    • The CPM (Cost-Per-Thousand Impressions) is usually very high and uncompetitive to a discerning advertiser (because they put a very high value on their own audience and there is large overhead to pay for)
    • No targeting at all

    “Great! How do we get started?”

    1. Be very clear what your objective is
      • If it’s new customers: What are you offering them? Why should they join? What’s in it for them? What should your landing page say?
    2. Set a value on that new customer
      • Eg if you can expect every new customer to stick with you for 5 years and you will earn $100 from that relationship, then the value of a new customer is $100. If 50% of them will stick with you, the value is $50
      • This is your maximum allowable “Cost of Acquisition”
    3. Set a target
      • Eg “1000 new customers”
      • And decide upfront how you will measure the results (eg install tracking code on the website)
    4. Set a budget
      • Multiple your target by your Cost of Acquisition
      • If the number is unacceptable, re-adjust any of the numbers accordingly
    5. Hand over the project to someone who knows what they are doing

    “Great! Sheldon, can you help us with this?”

    I’m booked up until March 2011. If you’d like to join the queue, email me your details and I’ll make a note in my diary to contact you then.

    – Sheldon

    Phone: (07) 575 8799, Email:

    P.S. What I’ve left out:

    • Mobile advertising
      • Google Adwords offers you the ability to show your ads on mobile devices. There is huge growth in this area and definitely worth keeping an eye on and considering later
    • Google Search Partners
      • This is a network of search engines that use Google to serve ads, but these alternatives are not popular in New Zealand so ignore them for now
    • Other Search Engines like Bing
      • Perhaps there are bargains to be had with Bing’s text-based ads but their market share is very small in NZ

    The Squeaky Window Gets The Lube

    For about a week I have noticed an extremely squeaky rear electric window in my car. It is like 5 teenagers scratching on a chalk board – a really horrendous sound.

    I hadn’t thought too deeply about what I should do about it when I heard a radio ad this afternoon “Free electric window lube at Anything Auto Electrical, 32 Waihi Road”.

    Just what I wanted! To get the squeak fixed and it’s for free!

    I pulled over, and whipped out my new iPhone and found their contact details on I called the number and Greg the manager answered. I said “I just heard your radio ad for a free lube, I’ll be there in 10 mins, ok?” “Sure!” said Greg.

    I love to talk to small business owners about their marketing, and that’s exactly what I did with Greg as he worked on my windows.

    What Greg Reminded Me About The Yellow Pages

    And even though I don’t think much of the Yellow Pages, Greg made me remember that for some industries it is essential and can be effective.

    For his Yellow Pages online listing, the “Bronze” level was enough to get him ahead of all the auto-electricians in the area for an extra $20/month.  (I guess Yellow Pages hope that to get ahead of him, a competitor will go for the Silver level?).

    Greg liked the Yellow Pages statistics he is provided with every month of the people who “click-to-reveal” his phone number. He monitors his phone call stats and tells me a very high percentage of those that click, go ahead and make the phone call.

    How Greg Can Get Maximum Mileage Out of His Free Lube Offer

    Greg tells me that the idea behind the “free lube for electric windows” offer was to get people in so they find out a bit about the kind of services they offer, where they are, and take a business card away with them so the next time they have an auto-electrical problem, they know who to call.

    Finally I had a useful piece of advice for Greg (have you noticed that so far in this article, he has been teaching me?)

    I suggested that Greg starts taking an email address and that the admin/receptionist sends out a short “thank you” email later today or tomorrow which has the following components:

    • Thanks: eg “Thanks for coming in for a free electric window lube today, we think it is important to help you to prolong the life of your window motor and switches”
    • Provide a list of 5 most common symptoms that would indicate an electrical problem “if you notice any of those changes/noises, bring your car in and we’ll do a no-obligation diagnostic for you”

    Greg explained to me that he hasn’t bothered creating an emailing list in the past because auto-electrical work happens when something breaks, and whereas mechanics can send out 6 monthly reminders for oil changes and WOF’s, there is very little you can do in terms of preventative maintenance when it comes to auto-electrics.

    I suggested, that now that he has the customers permission to email then, that he schedule an email for 3 or 4 or 6 months from now anyway.  The content of that email could simply repeat the list of “5 most common symptoms” or provide a new list, or helpful article, or free advice.

    It’s an opportunity to get his brand name in-front of that customer again, and is sure to increase the chances of that customer choosing Greg if something happens to their car around that time that they receive that email.

    How Greg Depends Heavily On Online Directory Websites

    Even though I am a Marketing generalist and profess to be a “Marketing Consultant” or “Marketing Advisor” I must confess that I don’t do much of that kind of work for clients. Most of the time a client doesn’t even know they need help with their marketing, they just know they need a website. So that’s what I build for them – a website. Luckily for them all my marketing knowledge goes into that process for free!

    Anyway, Greg told me his website lists products but doesn’t have ecommerce.

    That is perfectly fine in my opinion.

    Sometimes it is right to show samples of your product range, indications of pricing, and then drive people to the phone so you can help them in greater depth, provide them with a more accurate diagnosis of their problem, and propose the appropriate solution.

    You don’t get that with an ecommerce website – most ecommerce websites are just about the lowest price. It’s no fun discounting all the time just to give yourself the chance of making a sale.

    Since getting back to the office, I have tried to find Greg’s website, but I have failed.

    I searched for “Anything Auto Electrical Tauranga” but the search engine results pages are dominated by directory listings of his business (Yellow, iLook, UBD, Finda etc), so there is no problem finding his contact details, location and phone number, but it concerns me that his “official” website is nowhere to be seen.

    To me, this is a reminder that every business should have a website even if it is a single page with only your contact details and a summary of how you can help customers.

    Did you know it is very very easy to rank at the top of search engine results for your brand name?

    Why send everyone who searches for you to those directory websites? Do you see there is more risk of them finding one of your competitors while they are there?

    If your official website is the first, that risk is removed and you have control over what they read (whereas online directories control how your info is presented).

    Can I Help You?

    I’d love to chat with you to find out about your business and I might have an idea or two for you to improve. But to be honest, mostly I’ll be listening to what I can learn from you 🙂

    If you’d like some free advice about your marketing and advertising, give me a call (07) 575 8799.


    Sheldon Nesdale

    Social Media 101 by Chris Brogan

    My notes on “Social Media 101” by Chris BroganScreen-Shot-2015-04-29-at-10.43.45-AM

    In this book Chris talks about how he doesn’t use the word “expert” but uses the word “advisor” instead.

    So I extracted 4 pieces of advice from what I read. Here they are:

    (Should you read the book yourself you are sure to extract different advice for yourself).

    1. Chris’s Advice About Writing

    What is the customer, consumer, user and/or partner thinking?

    • What’s in it for me?
    • How does this impact me?
    • Do I have to do something?
    • What’s this going to cost me?

    Continue reading “Social Media 101 by Chris Brogan”

    Social Media Marketing for Dummies by Shiv Singh

    My notes on “Social Media Marketing for Dummies” by Shiv Singh.51xOpIA89AL._SX397_BO1,204,203,200_

    My additions are in italics.

    Can sponsored conversations in social media be authentic?

    Yes, the trick is to be completely transparent that they are sponsored

    Disney partnered with SavvyAuntie, an online community focused on aunts without kids. Melanie Notkin, who runs SavvyAuntie, tweeted about Disney’s Pinocchio movie in March 2008 to coincide with its Disney anniversary release. She tweeted about t themes in the movie, often in question form, encouraging others to respond. Her 8000 followers on Twitter knew that she was doing this for Disney (every tweet about Pinocchio had a special tag), but because the tweets were appropriate for the audience, entertaining, and authentic, the campaign was a success.

    Continue reading “Social Media Marketing for Dummies by Shiv Singh”

    The Zen of Social Media Marketing by Shama Hyder Kabani

    the-zen-of-socialMy notes on “The Zen of Social Media Marketing” by Shama Hyder Kabani


    Facebook is like a coffee shop. Everyone is there for his or her own reasons, but it is a great place to strike up a conversation.

    People from all walks of life use Facebook. They aren’t there to buy stuff. They are there, first and foremost, to express themselves. After self-expression comes their need to connect with others.

    Expired Domains: Picking Fruit From A Graveyard Of Failed Ideas?

    Occasionally, just for fun, I spend a few minutes browsing

    Expired Domains lists all .nz domain names which have expired and are in the .nz registry’s official 90 day pending release period.

    But what I find most interesting about this list is that at first glance, many of them look like really good names!

    Every single time I look at this list of Expired Domains, I have these same three reactions:

    Reaction #1:

    “oooo, I can’t believe that is available! And it’s only $24.50! What a freakin bargain, I’ll set up a website and make millions! I simply can’t lose!”

    Reaction #2:

    I do a double-take.

    “wait a second… they are on this list of expired domains because someone, like me, thought they had potential.  But that person failed to make any money from it at all, and let it expire rather than waste another $24.50 on it to renew it… hmmmm”

    **Warning Bells!!**

    “calm down Sheldon, calm down, I don’t have to whip out my credit card right now and buy it before someone else gets a chance…”

    Reaction #3:

    “Oh, in all that excitement I forgot that it doesn’t matter what your domain name is. What is most important is your content!”

    What do you think?

    The next time you are tempted by an expired domain, pause, and remember that you are picking fruit from a graveyard of failed ideas.

    Add your comments below:

    7 Ways To Get Your Website Working Harder For You

    1. Is your website search engine friendly? Find out with a free review
    2. Is your website listed in the best, free NZ directories? Check the list
    3. Have you completed the 8 essential steps for getting a website working for you?
    4. Have you tried advertising using Google Adwords? Here’s how its done
    5. Have you got a copy of the 2009 ebook “How to Optimise Your New Zealand Website For Search Engines” which is now free?
    6. Does your website need a complete overhaul? Get it done for only $1800
    7. Does your business need fresh eyes and fresh ideas? 45 minutes of advice with a marketing professional is yours, for free


    Sheldon Nesdale
    Phone: (07) 575 8799

    Twitter/Facebook: How To Update Your Business Facebook Page Wall With Twitter

    I am assuming you already have the following:

    1. Business Twitter Account
    2. Business Facebook Page

    (If you don’t, I can help you set up Twitter and Facebook for your business)

    You may be already aware how easy it is to update your personal Facebook Wall from Twitter.  But you don’t really want your tweets about your favourite movies or what you had for lunch appearing on your Facebook business page do you?

    So, what do you want?

    • Do you want to be able to write a Tweet and for that Tweet to appear on your Business Facebook Page Wall (not on your personal profile)?
    • Do you want Retweets to be ignored so only your messages appear?
    • Do you want hashtags to be ignored because they wouldn’t work on Facebook anyway?
    • Do you want to save time by not having to update 2 platforms every time you have something to say?
    • Do you want your Facebook Business Page to look active without extra effort?

    Then I have good news. Here’s how I achieved this yesterday.

    How to Automatically Update Your Business Facebook Page Wall From Your Business Twitter Account:

    1. Go to the “Smart Twitter for Pages” Facebook application
    2. Click “Add to my page” (at the top of the left column)
    3. Choose the business page you want to add this feature to
    4. Login to your Business Twitter Account
    5. Authorise the application to access your Twitter account
    6. You’re done!

    Need more help?

    Business Facebook Pages: Simple Tips For Your Business Page on Facebook

    See updated version: October 2012

    If you are just about to set up a Business Page on Facebook this short list of tips will save you some time.

    #1. How to set a Facebook Business Page up

    • You need a personal Facebook account before you can set up a business page. If you’re an employee, that’s fine, you won’t be personally identified on the business page, and you can set up additional admins so that when you leave, you can remove your own access and everything still runs smoothly
    • Don’t make the mistake of setting up new Facebook login just for the business. This is a violation of Facebooks Terms (and people would have to “Add as Friend” instead of just clicking “Like” which is a barrier you don’t need)

    #2. Ensure your logo is the right size

    • Set your logo to 180px by 180px. If you set the width bigger than that Facebook will do a really bad job of resizing it for you.
    • You can also increase the height to add some photos or text (but keep the top 180px x 180px just for your logo because this portion will be cropped and resized for the little 50×50 icon that appears beside all your wall posts). Eg: have done a great job

    #3. Add a Facebook widget or “Like Box” to your website

    • Not just the Facebook icon and link to your Facebook page, add a whole widget! Facebook calls it the “Like Box
    • Set the widget to show 9 or more followers (randomised)
    • Facebook will automatically show the friends of the person looking at the webpage which will encourage them to “Like” you too
    • Turn off the other junk like a stream of message
    • This is the easiest way to get Facebook followers

    #4. Get a Vanity Url as soon as you can

    #5. Change the order of your tabs

    • If you are logged in, you can just drag the tabs into the order you want (you can’t change the position of “Wall” or “Info”)

    #6. Delete the tabs you don’t want to use

    • In your settings you can delete the tabs. If you decide you need them later, you can add them back
    • Eg delete the “Discussion” tab. Nobody seems to use it and it looks lame being empty

    #7. ADVANCED: Add a custom HTML page

    • If you want to create a simple “About Us” page, or add a email newsletter signup form, or show other complex content, you’ll need to install an iFrame app like Static Iframe Tab
    • You have 3 choices, you can either:
      1. Show a single large image (lots of brands have a few pictures, text + a big arrow pointing to their like button)
      2. Type your content into the box provided using the Rich Text Editor or HTML view (if you need images you’ll have to host them on your own website and link to them with absolute references which is a bit annoying)
      3. Or, even better, setup a hidden webpage on your website and have it load within an iFrame (which gives you the ability to create any content at all)
    • Then you can rename the tab to whatever you like and choose a cool little icon for it

    What else?

    • Do you use Facebook Business Pages? Share your tips in the comments below
    • Have I made a mistake in my list of tips? Correct me by leaving a message in the comments below

    See updated version: October 2012

    Move Out of the Way Little Kitten So I Can See The Brand Name!

    If you run an icecream shop, you MUST copy this idea.

    Will it work for any other business? Probably not.

    You should have at least some sort of business connection otherwise all you’re doing is slapping scantily clad women on your ad for no good reason.

    Should I Give My Ebook Away For Free Or Require An Email Address?

    I faced this decision 4 months ago over on my website (where I focus on SEO and Google Adwords).

    I had just decided to give away the 2009 version of my ebook “How To Optimise Your New Zealand Website For Search Engines” for free.

    My choices were to:

    1. Ask for a name and email address and email the ebook
    2. Hyperlink directly to a downloadable Pdf

    I chose option #2: Hyperlink.

    The pros and cons were as follows:

    • Con: I would have no idea who is reading it because I wasn’t collecting names or email addresses
    • Pro: I was setting my content free with the potential to go viral
    • Con: I had no way of contacting the people that downloaded it to tell them about my next version, or to make them a special offer on my other services
    • Pro: It removed a barrier to trialling my products & services

    The pro’s were great but the con’s are very heavy.

    And 4 months later I have buckled under their weight.

    So 5 days ago I put the sign-up form back in place.

    It just asks for first name and email address. That’s it. Pretty easy.

    And I already have 7 email addresses in my list that I can work with!

    What will I do next time: link directly to the ebook, or require an email address?

    I’ll ask for the email address and first name.

    And in the ebook itself I’ll encourage these people to pass the ebook on to whoever else they think would be interested.

    That way, I get the viral thing happening but I still get to keep in contact to these influencers with my offers!

    5 Ways Your Potential Clients May Be Reacting To Your Contact Form (And What You Can Do About It)

    Do you use a contact form on the “Contact Us” page on your website?

    If so, check this list of common mistakes to see if you are making your prospective clients angry or just turning them away.

    5 Ways Your Potential Clients May Be Reacting To Your Contact Form (And What You Can Do About It):

    1. “That contact form is sooooo long! I feel tired just looking at it!”

    • Does everyone type at 60 Words/Minute like you? No. Most people I know type with one finger. A long form looks like half an hour of work to them
    • It doesn’t matter if some fields are “not required”. Visitors don’t notice the little asterix, and they feel obliged to fill in every field because of “form momentum”

    What you can do:

    • Trim back your fields to the absolute bare minimum. Do you really need their postal address, physical address, all their phone numbers and date of birth? No you don’t.

    2. “Bah! Another error message: ‘Syntax of field 624 is invald’? WTF?”

    • If prospects take the time filling in your form, click submit and they get an error box in their face they will get angry and hate you
    • It’s worse if your form validation script doesn’t highlight the field in red and provide helpful guidance so the prospect knows exactly what to do next. They will feel lost and confused
    • They will subconsciously ascribe these negative feelings to you. Is that the right way to start a business relationship?

    What you can do:

    • Keep the form super short. Less fields = less potential error messages
    • Lighten up on the validation

    3. “Does this contact form even work?”

    • This is a fear of the message not being delivered at all
    • Sometimes when you click the “submit” button does it feel like you are launching your message into space and you’ll never see it again? That’s because experience tells us that is exactly what we are doing. Sometimes the contact form is broken and no-one find out for months

    What you can do:

    • Regularly test that the contact form is working

    4. “How long will I have to wait before I hear back?”

    • Closely related to the fear of the message not being delivered at all is waiting an age for a response
    • Perhaps part of the problem is that most contact forms go to generic email addresses like “”. How motivated is the recipient of emails sent to this generic address to respond fast when the message isn’t even addressed to them? If Bob gets these messages, which will he reply to first: Emails addressed to Bob, or emails addressed to “info”?

    What you can do:

    • Send your contact form messages to a real person not just “info” (yes, it may need updating when your staff change)
    • Make a promise in your email receipt “we will respond within 1 normal business day. If you don’t hear from us, please call our tollfree hotline”

    5. “What did I say? When? To Who? I can’t remember!”

    • When you send a message from your own email system you can always check your “sent” box later to check:
      • That it was actually sent
      • Who it was sent to
      • The date/time
      • and most importantly: what you said
    • With a contact form you get nothing. Sometimes you might get an email receipt that says “thanks for your message, we’ll contact you soon” – yeah right.

    What you can do:

    • Send the prospect a copy of their own message “here’s a copy of your message for your reference”
    • Let them just click on your mailto hyperlink so they can send their message from their own email system

    What Else You Can Do To Improve Your Contact Form

    Double check that you provide a clear “mailto” link for your email address like this: ““.

    If you don’t, you may be forcing your web visitors to use your contact form and face all the problems listed above, or they may just give up and leave, and take their business to your competitors.

    What Are You Offering Your Clients? Junk, Rip-off, Bargain, Boring, or Quality?

    Choose one (and only one) from the following list:

    1. Low Price + Low Service = Junk
    2. High Price + Low Service = Rip-off
    3. Low Price + High Service = Bargain
    4. Medium Price + Medium Service = Boring as hell
    5. High Price + High Service = Quality

    It’s time to get real and decide what you want from your business. There are 2 choices:

    1. Retire early with a steady stream of passive income?
    2. or Word hard until the day you die, a slave to your own business?

    Which of the 5 choices will get you there?

    #1 Providing junk?


    It worked for The Warehouse for a long time, but even they are growing tired of the junk image and they’re trying hard to shake it off and move into #3 Bargain.

    It works pretty well for $2 Shop and all the copy-cats.

    But will it work for you?

    Probably not.

    You need huge economies of scale and you’re too lazy to set that up, right? I don’t blame you.

    #2 Ripping people off?


    It might work for 10 minutes and then you’ll be found out.

    Think of the shame!

    Think of FairGo knocking on your door!

    That’s not you.

    #3 Providing Bargains?



    Customers love bargains, right?

    Sure they do but the margins are too slim and providing such a high level of service for little in return will wear you out (and your staff).

    #4 Being Boring As Hell?

    That’s what happens when you choose the middle of the road.

    Your customers are disloyal. If your competitor has a special on they’ll queue up outside his shop.

    Does being boring promote Word of Mouth advertising from your most loyal customers to their friends and family and whoever they meet?


    #5 Providing Quality?

    This is what business is all about.

    Raise your prices so that each transaction provides you with the funds for improving your products and services even more.

    Will you lose customers?

    Sure you will. You’ll lose the disloyal ones (let them go) and retain the ones that buy from you for the quality.

    A few more ideas about how you can provide quality:

    • Create a story around your brand (we all love a good story, and we love spreading good stories)
    • Take a stand for what you believe in (differentiate yourself, add to your story and uniqueness)
    • Be a leader in your industry (declare “We’re heading in this direction, have you got the balls to follow or are you going to be left behind?”)
    • Communicate your passion for your business (it’s infectious)

    What next?

    It’s really hard to move from one category to the next.

    But you can do it.

    You must do it.

    I can help.

    Call me: (07) 575 8799


    Guerrilla Marketing in 30 Days by Jay Conrad Levinson and Al Lautenslager

    My notes on “Guerrilla Marketing in 30 Days” by Jay Conrad Levinson and Al Lautenslager

    What is your competitive advantage? Is it enough?61o1gFxYuZL._AC_UL320_SR256,320_

    • Write down every reason you can think of to do business with your company. Now do the same for your top competitors. Scratch off the common ones. Are the remaining reasons good enough to be your competitive advantage? Do you need more?
    • Asking your customers why they do business with you will provide you with your competitive advantages

    Continue reading “Guerrilla Marketing in 30 Days by Jay Conrad Levinson and Al Lautenslager”

    If advertising didn’t exist and there was only Word of Mouth, what would you do differently?

    Would you change the way you serve your customers?

    Would you change the way you trained your staff?

    Would you change the products and services you offer?

    Would you quit your job and work for a different company?

    What else? Add to the comments below.

    How To Modify Your Advertising Depending On The Customers Usage Level And Loyalty

    The next time you are writing an advertisement, or an article, or updating your website, choose your audience along the following grid of “usage” vs “loyalty”.

    Choose just one and ask yourself “how can I modify my message to speak just to them?”.

    Usage vs Loyalty: Where Are The Opportunities For Your Business?

    Let’s look at each sector in more detail:

    1. High/Med/Low User + High Loyalty To You = Your Best Customers

    • This is where you are making all your profit.
    • What else can you do today to keep them fiercely loyal? 2 ideas:
      • Keep adding value, keep improving
      • and keep putting your prices up (the best way to maintain or grow your profitability and signal to them that you are working hard to improve the value of your products and services)
    • Don’t waste your money communicating to this bunch with mass-media. Surely you have their email addresses or phone numbers? But more important than a cheesy Christmas card every year is to keep delivering the top quality products and services they have come to expect. Keep up the good work. Nice job.
    • High Volume:
      • If we all had lots of high volume / high loyalty customers we’d all be rich! But unfortunately they are hard to get, hard to keep and there are few of them.  So don’t retire yet
      • It’s a double edged sword: Does having just a few major contracts make your business secure and stable, or does it make you weak and vulnerable?
    • Med/Low Volume:
      • Don’t neglect the little guy. They might never turn into high volume, but they are your bread and butter today. But you already knew that I’m sure.

    2. High User + Low Loyalty To You = Your Competitors Best Customers

    • Do you think you can win the most loyal customers of your competitors? You’re dreaming! They’re out of your reach
    • Can you turn a Holden fan into a Ford fan? No, you can’t. So give up and pick a fight you can win
    • But, be ready – wait for the competition to make a huge screw-up and be there with a smile on your face welcoming them home
    • This group is completely blind to your advertisements. They have made their choice of supplier for this category/industry/niche. Life is easy and peaceful for them. Let them be at peace.

    3. High User + No Loyalty = Attractive But Deadly

    • This group is super attractive, because there are so many of them
    • Your boss will put enormous pressure on you to do whatever it takes to make this group buy from you this week. Most of the time the only tactic that will work is a super special price (maybe at break-even point!)
    • Sure, you might make the sale this week, but next week you’re playing the same game again and next time they’ll choose a different supplier
    • These guys suck up your advertising budget and contribute little to your profitability
    • They don’t care about the brand you’ve worked so hard to build. They don’t see distinction or differentiation between your brand and your competitors. “Who is cheaper this week? That’s the one for me!”

    4. Non-Users + No Loyalty = Untapped Markets

    • This group has never made a purchase
    • They have the same problems and issues that all the other customers are facing, but not know that a solution exists!
    • For example, one of the most popular websites in NZ is called with half a million visits a day, but it seems that 80% of the people I tell about it, have never heard of it! Could the same be true for your business? What are they reading/watching/listening to that you don’t normally advertise in?
    • The only bummer with speaking to the members of this new market is that you are breaking the ice for your whole industry and they may not choose you!

    5. Med/Low Users + Low Loyalty To You = Your Competitors Bread and Butter

    • This is where your growth can come from
    • It’s about maintaining your high quality, providing remarkable service (even if only occasionally) and trying to activate Word-of-Mouth
    • What can you do to turn your customers into ambassadors for your brand?

    Need Help?

    Need help analysing the opportunities for your business?

    I’d loooove to help!  Call (07) 575 8799 or email


    Linchpin: Are You Indispensable? How to drive your career and create a remarkable future By Seth Godin

    My notes on “Linchpin: Are You Indispensable? How to drive your career and create a remarkable future” by Seth Godintélécharger (2)

    The law of the Mechanical Turk

    • The law: “Any project, if broken down into sufficiently small, predictable parts, can be accomplished for awfully close to free.”
    • Eg Jimmy Wales led the tiny team at Wikipedia that destroyed the greatest reference book of all time. And almost all of them worked for free.
    • The Encyclopaedia Britannica was started in 1770 and is maintained by a staff of more than a hundred full-time editors. Over the last 250 years, it has probably cost more than a hundred million dollars to build and edit.

    • Wikipedia, on the other hand, is many times bigger, far more popular, and significantly more up-to-date, and it was built for almost free. No single person could have done this. No team of a thousand, in fact. But by breaking the development or articles into millions of one-sentence or one-paragraph projects, Wikipedia too advantage of the law of the Mechanical Turk. Instead of relying on a handful of well-paid people calling themselves professionals. Wikipedia thrives by using the loosely coordinated work of millions of knowledgeable people, each happy to contribute a tiny slice of the whole.
    • The internet has turned white-collar work into something akin to building a pyramid in Egypt. No one could build the entire thing, but anyone can haul one brick into place.

    Continue reading “Linchpin: Are You Indispensable? How to drive your career and create a remarkable future By Seth Godin”

    B2B Marketing Plans: How To Create A One Page Marketing Plan – Just Answer These 7 Questions

    Does your marketing plan need to be 10 pages?

    20 pages?

    200 pages?


    1 page is fine.

    And all you need is the answers to these 7 questions.

    7 Essential Questions For Your Business-to-Business Marketing Plan

    1. What is your objective?

    • Do you want to retire young? Do you want a million dollars? Do you want to solve the worlds problems? Do you want to improve peoples lives?
    • It all starts with your answer to this question

    2. Who is your target client?

    • Describe your perfect client(s)
    • Is it “every NZ business”? That’s a mistake. Look up the definition of the word “target” if this was your first impulse
    • Start by staking out a geographical territory and communicate the ownership of that territory fiercely (be proud that you live in Tauranga or Rotorua or Hamilton or Invercargil!)
    • What kind of business are they in? What industry? How many employees do they have? What problem are they facing everyday that they are struggling to solve? Who are their customers?
    • If you target your clients correctly, would it be physically possible to write a list of every potential client? I’m sure it would! Can you see, that if you do that, you’ll never consider using mass media such as Radio or TV advertising again?

    3. What do they need?

    • Notice that I’m not asking you to list your products/services?
    • First, identify groups of clients
    • Second, identify what they need (don’t think in terms of what you’ve got. Focus on what they need from your industry)
    • Third, decide if you can deliver what they need
      • If so, repackage/rebundle your current products/services to appeal to them
      • If not, either ignore the need or set up someone to refer them to

    4. How do your prospective clients make their buying decisions?

    • What is the process they go through?
    • How long does the “information collection” stage take?
    • Where do they look when gathering that information?
    • Do they make decisions by committee? Or alone? (Hint, decisions are never made alone)
    • Who do they ask for advice?

    5. Why should they choose you?

    • If you don’t know the answer to this question make something up. Now.
    • Why do they currently choose your competitors?

    6. What is the most efficient way to deliver your message to your audience?

    • Please leave the mass media advertising like radio and TV to Harvey Norman. It’s not for you.
    • Please don’t waste air time or paper or the time of people who have no interest in what you’re selling (that’s called SPAM)
    • Will you use face to face visits? Phone calls? Your website? Direct mail? Networking?

    7. What headlines would capture their attention?

    • What benefit driven headlines would compel them to read more?
    • This is how to start generating your ideas for your marketing/advertising methods
    • Writing headlines first forces you to focus on the client and what’s in it for them
    • Writing great headlines is a science in itself, and the part of my job I love the most

    Need help?

    I’d loooooove to work on this stuff with you.

    Give me a call (07) 575 8799 or email



    What Email Address Does The IRD Student Loan Newsletter Come From? Of Course!

    That is so weird.

    IRD has just stopped publishing their Student Loan info newsletter.  I got the last ever hard-copy today.

    From now on, if you want to know what’s going on with your student loan you have to sign up to the e-newsletter.

    So that’s what I did.

    And I just got an automated confirmation email to welcome me to the newsletter list.

    The email address it came from was

    Can you make any sense of that?

    Is it the name of a famous student war hero?

    Is DOMO an acronym for something like “Dunk Oreo’s Monthly Ok”?

    Is it the IT departments little joke?

    Marketing Without Money – How 20 Top Australian Entrepreneurs Crack Markets With Their Minds by John C Lyons and Edward de Bono

    My notes on “Marketing Without Money – How 20 Top Australian Entrepreneurs Crack Markets With Their Minds” by John C Lyons and Edward de Bono:BUSMAR3

    How narrow is your product offering?

    • “Don’t try to be all things. Be famous for just one thing. We are doing a very simple thing. We are facilitator only, taking people to the top of the bridge. Our job is to enable our customers to make heroes of themselves. – Paul Cave, BridgeClimb

    How narrow is your target market?

    • Frequently it is better to define what you do in terms of what you do not do, being quite harsh on your choice of markets and the products and services you deliver. Seldom is failure attributable to too narrow a focus.

    Continue reading “Marketing Without Money – How 20 Top Australian Entrepreneurs Crack Markets With Their Minds by John C Lyons and Edward de Bono”

    Rules of Thumb: 52 Truths For Winning At Business Without Losing Your Self by Alan M. Webber

    My notes on “Rules of Thumb: 52 Truths For Winning At Business Without Losing Your Self” – by Alan M. Webber.51Ei+GQ7PnL._SX329_BO1,204,203,200_

    What business are you in?

    • If you’re a journalist and you think you’re in the news business, chances are good you’re going to go out of business. News today is a commodity. But there’s a good market for the opinion business or event he funny business (eg Jon Stewart whom recently finished forth in the voting for America’s most trusted source of… news). None of them are in the news business; they’re successful because they are in the ideas-behind-the-news business.
    • Learn to see with fresh eyes so you can differentiate your business from the competition.

    • Change the way your business sees the market and the way your customers see your business.
    • How? Start by asking a different question. Not “what is our product or service?” but “What does our product or service stand for?”
    • Eg a supermarket chain could stand for healthier life for customers who are willing to pay more for organic food.
    • Eg2 a coffee shop could stand for neighbourliness for the people in its surrounding community who use it as an informal gathering place

    Continue reading “Rules of Thumb: 52 Truths For Winning At Business Without Losing Your Self by Alan M. Webber”

    The Knack – How Street-Smart Entrepreneurs Learn To Handle Whatever Comes Up by Norm Brodsky and Bo Burlingham

    My notes on “The Knack – How Street-Smart Entrepreneurs Learn To Handle Whatever Comes Up” by Norm Brodsky and Bo Burlingham4891811

    Why are you better off starting a business from scratch rather than buying one?

    • It’s harder to learn a business if you haven’t been with it from the start
    • You miss out on all the trial-and-error education that happens in the early stages
    • You don’t understand key relationships in the business
    • You don’t know what to do in emergencies
    • You make mistakes that are much costlier than they would have been back when the company was smaller and struggling to get off the ground

    Continue reading “The Knack – How Street-Smart Entrepreneurs Learn To Handle Whatever Comes Up by Norm Brodsky and Bo Burlingham”

    Crowdsourcing: How the Power of the Crowd is Driving the Future of Business by Jeff Howe

    31Ab-eLDZAL._AC_UL320_SR208,320_My notes on “Crowdsourcing: How the Power of the Crowd is Driving the Future of Business” by Jeff Howe

    8 Very Successful Crowdsourcing Examples

    1. Threadless

    • Threadless receives thousands of designs each week
    • The Threadless community of millions votes
    • The company selects nine from the top hundred to print
    • Each design sells out
    • Hardly surprising given the fact Threadless has a fine-tuned sense of consumer demand before they ever send the design to the printer
    • Threadless isn’t really in the T-shirt business. It sells community

    Continue reading “Crowdsourcing: How the Power of the Crowd is Driving the Future of Business by Jeff Howe”

    Demographic Segmentation: Are You Still Segmenting Your Customers With Demographics Like Age, Gender, Address Etc? Stop.

    If you’ve looking into buying mailing lists you’ll know that those lists are all about demographics.

    Typical demographic are:

    • Age
    • Gender
    • Address
    • Job Title
    • Income
    • Education

    Do you like being put in these boxes and having assumptions made about you regarding your buying preferences?


    Neither do I.

    Let’s pretend for a moment that you and I are exactly the same on the 6 attributes listed above. (33 years old, men, live in Tauranga New Zealand, work in Marketing, earn $200k/year, have a Bachelor Degree, a Post Grad Cert, and will both finish our MBA in May 2011).

    Does that mean we are likely to choose the same toothpaste? Same car? Same restaurants? Same insurance policy?

    Hell no!

    Because there are more choices in the market place you and I are more different than each other than ever before.

    For this reason, demographics are out.

    Behaviour is in.

    This year it’s about segmenting based on the action that people take.

    As an example let’s use a web hosting company.  For all the people that sign up for your free trial you can put these people in your “only-want-free-trial” segment.

    For all those who upgrade to your basic paid plan because your welcome email was particularly persuasive, you can call this segment the “responded-to-upsell-in-welcome-email-within-a-week” segment.

    Do you see how demographics mean nothing in this context? But you can definately make sound business decisions when you have action-segments like the 2 examples I’ve just provided.

    Decisions like “what changes can we make to our offer to convert more people from group #1 to group #2?”

    This post was inspired by “For Your Eyes Only – the three levels of customer behavior based data

    Who Owns The Tauranga Domain Names?

    I love lists.

    (And Google loves lists – there’s a free SEO tip for you!)

    So here is my list of Tauranga domain names, who owns them, and which ones are still for sale:

    New Zealand (.nz) Domain Names

    1. – Official website of Tauranga City Council
    2. – Official website of Tauranga Chamber of Commerce
    3. – Official website of Tauranga Primary School
    4. – Privately owned directory of Tauranga businesses
    5. – Owned by EOL, redirects to EOL website
    6. – Available
    7. – Available
    8. – Available
    9. – Available

    International Domain Names

    1. – Owned by local man Glen Cooney who likes fishing
    2. – Official website of a local Korean church (thanks to Justin for clearing that up)
    3. – No website, just ads
    4. – No website, just ads
    5. – Available
    6. – Available
    7. – Available
    8. – Available
    9. – Available

    More People Play Farmville Than Are On Twitter? The Future of Gaming

    Did you know the video game industry pulls in US$14 BILLION a year?

    It’s huge.

    And it will get bigger.

    Questions addressed in this video:

    • Why are corny games like Farmville & Mafia Wars  so popular?
    • How do games like that generate millions of dollars in revenue when it’s free to play?
    • Does technology converge or diverge?
    • Why is the Ipad retarded?

    While you watch the following 28 minute video, ask yourself “what can I learn from the psychology behind these successes to apply to my business?”

    What Do You Do When You Need A Businesses Phone Number?

    When I need a businesses phone number I go to Google Maps, and search for the business name there. 95% of the time the business appears with their phone number.

    What method do you use?

    Hardcopy white pages? Google Search? Google Maps?

    Add your method to the comments below.

    1001 Ways To Make More Money As A Speaker, Consultant or Trainer by Lilly Walters

    My notes on “1001 Ways To Make More Money As A Speaker, Consultant or Trainer” by Lilly Walters:51SDqSEjmEL._SX331_BO1,204,203,200_

      1. Have business cards sized versions of flyers. They are easier for prospects to keep (flyers get binned)
      2. Goals are dreams with a deadline. Set goals with deadlines today.
      3. Freebies: Add to the bottom of articles, a freebie that people will get if they contact you Eg “To obtain a free copy of “How to xyz”, just [state action here]”
      4. Presentations: Don’t include everything in your presentation handouts. Refer to an item eg “the 10 rules of…”, and ask audience members to pass their business cards up to get a copy, and invite them to write a big “S” on the back if they speaker for a future date

    1. Feedback surveys: Don’t provide a ratings scale, ask questions like:
      • What basic message did you hear that you could use tomorrow? (Purpose)
      • How will you use what you heard today increase your profits and/or productivity? (Practical application)
      • Is there something else about my subject that you would like to know that I did not have time to touch on in this presentation? (New topics)
      • Do you know of others (businesses, associations, etc) that would benefit from the material presented today? Who are they? (Referrals)
      • What is your opinion of my presentation?  (Testimonials – make sure there is a permission check box so you can use the comments)
    2. Discounting: When a client tells you “cut your fee on this talk, and when we might use you in a series”, reply “this programme will cost full price, but I will be glad to add a clause stating ‘If a series contract is signed within one year of this date $xyz will be deducted from the series price’”
    3. Press Releases: Ask “would your viewers like to learn how to…?” or “would your listeners like to know the answer to…?”. Or ask these questions in the follow up phone call
    4. Self Publishing: “The self-publishing manual” by Dan Poynter
    5. Let the market lead: “Find a problem, then look for a solution. Don’t develop a solution, then spend your life searching for a problem for it. Pull through an idea from the market place, don’t push it through from inception towards some intangible market” – Jack Ryan

    The 80 Best Guerrilla Marketing Ideas I’ve Ever Seen

    Here is the first in this list:

    I didn’t get it at first – but the “fleas” are people walking accross the foyer of an office building or mall, so this is the view for people looking down from the 3rd or 4th floor.

    Pretty clever huh?

    Here are 79 more: The 80 Best Guerrilla Marketing Ideas I’ve Ever Seen

    I’d looooove to brainstorm with you and come up with clever ideas like this for your business. Call me today (07) 575 8799 or email me

    – Sheldon.

    Which one is your favourite?

    Tell me in the comments below.

    Have You Tried Guerilla Miniature Billboard Advertising?

    Whilst driving to Mount Maunganui yesterday I spotted these tiny billboards strapped to street light polls and road signage opposite Mount Maunganui High School:

    4 Lessons You Can Learn From These Guerilla Miniature Billboards

    What can you learn from this clever “guerilla” method of advertising? Could you replicate this strategy for your business?

    1. Do it cheap.

    • They are made of the core-flute just like real estate signs.
    • There is no graphics.
    • You could get them made for about $10 each.
    • Budget looking can be very effective. When you get junk mail in your letterbox at home do the crappy hand-written flyers get your attention first before the sleek professional Warehouse/Dick Smith/KFC flyers? For sure.

    2. Keep your message simple.

    • Mountain bikers know what “MTB” means so this headline captures the target audiences attention.
    • On a full size 6m x 3m billboard your word limit is about 11. So in this case you have about 5 words.
    • What simple 4 or 5 word headline can you use to cut through to your target audience?

    3. Choose a single call-to-action.

    • In this case, you just visit the website if the headline “MTB Downhill Racing” appeals to you.
    • The website address is related to the headline so it’s reasonably easy to remember.
    • On a website you can state 5 or 6 different ways to contact you, on a miniature billboard you must choose just one.
    • A website address is very good. A phone number could work but many people prefer to check you out anonymously via a website rather than call a number and get “sold to”.

    4. Repeat your message.

    • Normally you don’t get the chance to repeat a standard 6m x 3m billboard 20 metres down the road, because it’ll double your costs.  So you are only giving your billboard one chance to be read as your potential customers zoom past at 50 kph or 100 kph.
    • In this case there were 3 miniature billboards about 20 metres apart.
    • I didn’t really notice the first, but I quickly read the second, and I read the third carefully.
    • It made an impression that a single exposure would not have.
    • In fact, I turned my car around and stopped on the side of the road, took some photos, wrote this article and visited  That’s the magic of repetition.

    “Great, but are these billboards legal?”

    Probably not. The Tauranga City Council probably has a bylaw which prohibits this sort of guerilla advertising, and other councils around the country do too I bet.

    If they get a complaint from the public (or your competition!), the council will take them down for sure (you probably won’t even get fined!).

    But until then, you’ve got yourself some very cheap and effective advertising, so go for it!

    Like this idea?

    I have a million more.  Give me a call on (07) 575 8799 to tell me about your business and we can think up some clever ideas about how to generate more sales for you. At the very least sign up to this blog using the form on the right!

    – Sheldon.

    Email Newsletters: 10 Tips For Designing & Building Your Email Newsletters

    Great advice from Smashing Magazine about how to design and build your email newsletters:

    1. Respect your reader. Don’t waste their time or attention.
    2. Ask nicely first.
    3. Focus on relevance.
    4. Design with a goal in mind, so that you’ll know if it worked.
    5. Make unsubscribing easy.
    6. Code like it’s 1999 (literally) and use inline CSS.
    7. Always include a plain text version.
    8. Don’t assume that images will be viewed.
    9. Follow the law.
    10. Test everything before sending, because you can’t take it back.

    Read the entire article: Design and Build Email Newsletters Without Losing Your Mind (and Soul)

    Is PayPal The Easiest, Cheapest Way For Your Non-NZ Customers To Pay You Into Your New Zealand Bank Account?

    I’m hoping that this article will save you the 45 minutes of research I just had to do.

    • Do you have clients or customers based outside of New Zealand?
    • Do you want to know the easiest, cheapest way for those non-NZ customers to pay you into your New Zealand bank account?

    That’s exactly what I wanted to find out.

    I found many options, most of which I’d never heard of.  But one brand kept coming up again and again: PayPal.

    I found lots of criticisms, but it is probably the #1 payment service in the world, so let’s just go with that.

    But I’m worried my profit will be whittled away with fees.

    My next mission was to find out what fees will I be charged:

    1. For the transaction?
    2. For currency conversion from US dollars to NZ dollars?
    3. For withdrawing the funds from my PayPal account into my New Zealand bank account?
    4. For receiving the funds into my New Zealand bank account? Will my NZ bank charge me?

    You’d think I’d easily find the answers to these questions on PayPal’s website. Sadly, no, that is not the case.

    1. What fees will I be charged for the transaction?

    • 3.4% + $0.30 USD

    Source: PayPal Website

    2. What fees will I be charged for currency conversion from US dollars to NZ dollars?

    • 2.5%

    Source: PayPal Website

    3. What fees will I be charged for withdrawing the funds from my PayPal account into my New Zealand bank account?

    • $1.00 for amounts below NZ$150
    • Free for amounts above NZ$150


    4. What fees will my bank charge me for receiving the funds into my New Zealand bank account?

    • Zero. (I’m guessing. If I’m wrong, please correct me in the comments below)
    • But it can take 6 – 8 days to arrive

    Example #1: US$100 transaction

    1. Transaction Fee: 3.4% x US$100 = US$3.40 + US$0.30
    2. Currency Conversion: 2.5 % x US$100 = US$2.50
    3. Withdrawal Fee: US$1.00 because US$100 = NZ$135 which is below the NZ$150 threshold
    4. Total PayPal Fees: US$7.20 = NZ$9.80 (which is a whopping 10% of the clients invoice!)

    Example #2: US$200 transaction

    1. Transaction Fee: 3.4% x US$200 = US$6.80 + US$0.30
    2. Currency Conversion: 2.5 % x US$200 = US$5.00
    3. Withdrawal Fee: Free because US$200 = NZ$270 which is over the NZ$150 threshold
    4. Total PayPal Fees: US$12.10 = NZ$16.47 (which is 8.2% of the clients invoice)

    Here’s a cool world currency calculator if you want to do your own calculations.


    • Wait until you have more than NZ$150 in your PayPal account before you withdraw the funds into your New Zealand bank account

    Has Telecom New Zealand Finally Got Their Shit Together? Perhaps So.

    Everyone likes to beat-up the big brands.

    They are an easy target.

    There is always something to complain about.

    And its comforting that your complaint is just one of many because you know there are hundreds or thousands of customers who feel the same way you do.

    You don’t expect to get an official response. You just want to get your feelings off your chest.

    Telecom NZ is one of those brands.

    You hate Telecom.

    I hate Telecom.

    Everyone hates Telecom.

    Don’t you just dread the prospect of being forced to give them a call to report a fault, or deal with a billing issue, or set up a new service, or anything?

    For the next couple of days you probably tell everyone you meet about how an hour or two of your precious time was wasted on hold to Telecom’s call centre in India/Phillipines for an issue that should take 2 minutes to fix (or should never have occured in the first place).

    You are not alone. I’m just like you.

    So when Vodafone started offering home lines a few years ago I switched over. It felt good to support the underdog.

    It’s been 3 years now since I’ve had to deal with Telecom.  But last week I switched back because I had heard good things about Telecoms new broadband plan “Big Time“, and I was tired of my broadband provider Xnet.

    I watched Telecom change their logo a few months ago, and noticed they have updated their website too, but I thought that was the end of it – just cosmetic changes, nothing too serious.

    But I was wrong.

    They have upgraded their service too.

    Here’s my experience over the last 10 days:

    Contact #1:

    • Called to signup with Telecom.
    • They took my account numbers for Vodafone and Xnet (my broadband provider at the time), and promised to close those accounts for me.
    • We chose a switchover date of 31 Dec 09 to avoid any double billing.  [WIN!]
    • I demanded that the connection fee be waived. They agreed. [WIN!]

    Contact #2:

    • On the 4th of January, after 4 days of smooth operation, there hadn’t been any improvement with my broadband speed (0.7Mbit/sec). I was disappointed. This was the primary reason I changed.  I called the Telecom help desk.
    • My call went through to the Phillipines which worried me. I gritted my teeth. But the lady on the other end of the phone knew her shit inside-out!  [WIN!]
    • She ran through some tests including a check on the distance to the nearest Telecom exchange, and among other things, suggested I turn off my modem for 60 seconds. By the end of the call my download speed had increased 50% (to 1.5Mbit/sec).  [WIN!]
    • She also detected that my modem was only ADSL, not ADSL2, so she suggested that was another reason for slow speeds.  She asked if I had received my free modem from Telecom yet. I had not, so she transferred me to dispatch in New Zealand and stayed on the line to introduce us “Sheldon, I’ll now have Frank on the line ‘Hi Sheldon!’, he’ll take you through the next steps”. [WIN!]
    • Frank said the modem hadn’t been sent out yet (perhaps with all the public holidays over the last few days), but he’d send it out now and it should arrive either next day or the following day.  It arrived this morning at 7am – just 14 hours after the phone call [WIN!]

    Contact #3:

    • I plugged in the new modem (Thomson SpeedTouch ST536v6) and it installed itself (no installation CD required). The download speed is 6 times faster than my old modem (4MBit/sec). [WIN!]
    • But I wanted to set a password on the modem to reduce the chance of it getting hacked. I couldn’t find the IP address to get access to the Control Panel anywhere! Spent 60 minutes searching online before I finally found it on page 135 of the manual for the modem on the official website [FAIL!]
    • I was pretty annoyed and thought I better complain. I decided to try Telecom NZ’s Twitter account @TelecomNZ (which had auto-followed me when I mentioned the word “Telecom” in a tweet yesterday).
    • Jennie replied to my tweet within 4 minutes. I told her a few more details in another tweet and she promised to look into it [WIN!]
    • I just wanted to save the next person some trouble, but even just having my complaint acknowledged is huge. [WIN!]

    So far so good.

    Have you had a pleasant experience with Telecom since the rebrand?

    I’d like to hear it. Share your story below.

    A Successful Business Owner Told Me “No I Don’t Have A Website, In Fact I Don’t Do Any Advertising”

    Earlier this week I needed to find a catery for my cat because we are going away for a few days in January.  A friend of mine is a vet and she recommended both Te Puna Cat Resort, and Top Katz Boarding Cattery (also in Te Puna).

    I searched Google for each, and both times the Finda business directory delivered their phone numbers.  Neither business seemed to have a website of their own.

    I called Te Puna Cat Resort first and because my call was outside normal hours (it is not unusual for catteries to operate only between 8am and 10am, and 4pm to 6pm), I left a message (which they still haven’t returned, now 3 days later).

    I called Top Katz next and Kathy, the owner, answered. I told her the dates I needed and she said she had to go and check her appointment book in her office and would call back in 5 minutes. She called back in 3.  She did have room. I asked if she had a website (in the hope that I could build a website for her) she said:

    “no, I don’t have a website, in fact I don’t do any advertising at all, and I’m always full.  I have clients who drive down from Auckland (more than a 2 hour drive each way) to drop off their cat, and then return to Auckland to fly out for their holiday.  This business started as a hobby for me and now it’s full time for me plus I had to get my husband to quit his job so he could help too.”


    (I booked on the spot. I didn’t want my cat to miss out on this experience)

    • Imagine having so many regular clients you have to turn most new clients away.
    • Imagine having the freedom to choose how busy you want to be, how much business you want to handle
    • Imagine being so sort after that your clients feel like they are in an exclusive club that’s not taking on new members

    You must be thinking: “Top Katz must be expensive”.


    $10 a night.

    The same price or cheaper than other catteries.

    I have some ideas about how you can build your business into a customer magnet like this. Call me on (07) 575 8799, or email me.

    – Sheldon.

    Want Free Media Exposure? What The News Media Values & How You Can Get Your Business In The News

    Yes, you can buy air time for your TV ads or radio ads.

    Yes, you can buy space for your newspaper ads.

    But you can also get mentioned in all of these media for free if you can create a newsworthy story.

    The first step is to ask the question “What do news editors look for in a news story?”

    Step 1: What Do News Editors Look For In A News Story?

    Source: “News Values”, Wikipedia

    • Frequency: Events that occur suddenly and fit well with the news organization’s schedule are more likely to be reported than those that occur gradually or at inconvenient times of day or night. Long-term trends are not likely to receive much coverage.
    • Negativity: Bad news is more newsworthy than good news.
    • Unexpectedness: If an event is out of the ordinary it will have a greater effect than something that is an everyday occurrence.
    • Unambiguity: Events whose implications are clear make for better copy than those that are open to more than one interpretation, or where any understanding of the implications depends on first understanding the complex background in which the events take place.
    • Personalisation: Events that can be portrayed as the actions of individuals will be more attractive than one in which there is no such “human interest.”
    • Meaningfulness: This relates to the sense of identification the audience has with the topic. “Cultural proximity” is a factor here — stories concerned with people who speak the same language, look the same, and share the preoccupations as the audience receive more coverage than those concerned with people who speak different languages, look different and have different preoccupations.
    • Reference to elite nations: Stories concerned with global powers receive more attention than those concerned with less influential nations.
    • Reference to elite persons: Stories concerned with the rich, powerful, famous and infamous get more coverage.
    • Conflict: Opposition of people or forces resulting in a dramatic effect. Stories with conflict are often quite newsworthy.
    • Consonance: Stories that fit with the media’s expectations receive more coverage than those that defy them (and for which they are thus unprepared). Note this appears to conflict with unexpectedness above. However, consonance really refers to the media’s readiness to report an item.
    • Continuity: A story that is already in the news gathers a kind of inertia. This is partly because the media organizations are already in place to report the story, and partly because previous reportage may have made the story more accessible to the public (making it less ambiguous).
    • Composition: Stories must compete with one another for space in the media. For instance, editors may seek to provide a balance of different types of coverage, so that if there is an excess of foreign news for instance, the least important foreign story may have to make way for an item concerned with the domestic news. In this way the prominence given to a story depends not only on its own news values but also on those of competing stories. (Galtung and Ruge, 1965)
    • Competition: Commercial or professional competition between media may lead journalists to endorse the news value given to a story by a rival.
    • Co-optation: A story that is only marginally newsworthy in its own right may be covered if it is related to a major running story.
    • Prefabrication: A story that is marginal in news terms but written and available may be selected ahead of a much more newsworthy story that must be researched and written from the ground up.
    • Predictability: An event is more likely to be covered if it has been pre-scheduled. (Bell, 1991)
    • Time constraints: Traditional news media such as radio, television and daily newspapers have strict deadlines and a short production cycle, which selects for items that can be researched and covered quickly.
    • Logistics: Although eased by the availability of global communications even from remote regions, the ability to deploy and control production and reporting staff, and functionality of technical resources can determine whether a story is covered. (Schlesinger, 1987)

    – Retrieved from Wikipedia 24 December 2009

    Step 2: Which Of These Newsworthy Indicators Can You Influence?

    Many of the news values listed above are out of your control, but some are within your control.

    An example is Prefabrication. If your Press Release is written so well the editor barely needs to modify it, they may be able to fill a space when one becomes available.

    Need help to get free media exposure for your business?

    I’m here for you. Call (07) 575 8799

    – Sheldon.

    Contacting a WebSite Owner Via Email? An Easy Way to Get Your Email Message Noticed

    I’ve just made a discovery that I’d like to share with you.

    Firstly, I’m a big fan of email.

    5 Reasons Why Email is my Preferred Method of Communication:

    1. It provides me with a permanent record of what was said to who and when
    2. It’s more reliable than my memory for recording facts
    3. It doesn’t interrupt the person I’m sending it to, they can read it in their own time
    4. I can write it at my leisure and send it off anytime day or night when it’s ready
    5. It’s free

    But the biggest disadvantage is:

    Incoming emails are easy to ignore.

    And it’s even easier not take the action that the email message asks for eg “email me back if this of interest to you”.

    How often has your response been “Nope! Delete!”?

    How to Get Your Email Message Noticed:

    If you are contacting a website owner for whatever reason (at the moment I’m contacting a bunch of American website to ask for advertising space), here’s a trick that will get your email message noticed:

    If you see something broken on their website, mention it in the email.

    Even better, write a second email 5 minutes after the first (forwarding your first email so it’s attached to the bottom), and mention the bug then.

    Just about every website has something broken like a spelling mistake or a link that doesn’t work.  The website owners are always keen to hear from someone that took the time to notify them of the bug.

    For Extra Impact:

    Pick up the phone and call the person you sent the message to (only costs 4c per minute anywhere in the world with a calling card such as Kiaora Card).

    You could say “hi, just wanted to check that you received my email, my email system has been acting strangely lately”.

    That’s the way to get noticed.

    Need More Help?

    If you own a small to medium sized business in Tauranga, I love to help you improve your sales, marketing and advertising. Call: (07) 575 8799 or email me.

    – Sheldon.

    How We Decide by Jonah Lehrer

    My notes on “How We Decide” by Jonah Lehrer:télécharger (3)

    Which of the following 2 sentences of praise encourages kids to challenge themselves?

    1. “You must be smart at this” (intelligence)
    2. “You must have worked really hard” (effort)

    The research revealed that the kids praised for their intelligence chose a puzzle of equal difficulty. Of the kids praised for their effort 90% chose a more difficult puzzle.  When praising intelligence, the kids hear “look smart, don’t risk making mistakes”. The fear of failure actually inhibits learning. Continue reading “How We Decide by Jonah Lehrer”

    Generating Revenue By Subscription – Free To Start With And Then Start Charging? Does It Work?

    Are you tempted to start charging for access to your website?

    Maybe it’s a blog, maybe it’s news, maybe its whitepapers in your area of expertise.

    If the revenue model for your website is by subscription you have 3 primary choices:

    1. Free content
      • You ask for email addresses, but you don’t demand them for access
      • The incentive for providing the email address could be a weekly digest of new content, special offers/promotions etc, and a sense of belonging to a club
      • Advertising would be necessary to cover costs
    2. “Freemium” content
      • Most of the content is free but access to certain articles (perhaps the archive) is accessible only with a Premium subscription
      • Example: NZ’s Consumer Magazine (some articles are free, most reports are behind the PayWall)
    3. The “PayWall”
      • Erect a paywall right from the start. If visitors want to see your content, they have to pay
      • Example: NZ’s National Business Review

    The question is: Can you use the “Free” model to generate a huge database of subscribers and transition them to “Freemium” or “PayWall”?

    This is of course what many newspapers are trying to do with their news websites, but I don’t care about them, I care about you – could it work for your website?

    I don’t envy you if you are facing that decision right now. When deciding when to flip the switch you must to worried that you’ll cut off your growth rate.

    Have you been on the receiving end of one of these changes? Your favourite website suddenly flips the switch and demands you pay them for access?  Did you start paying or did you search and find that info from another source?

    Meet Your Local Cybersquatter: Dave Burghardt Who Owns and

    Screenshot of the abomination that is

    I was looking for flights from Tauranga to Dunedin yesterday, I searched for “Tauranga Airport” and came across

    It is a hideous 1 page website that talked about car rental. Not what I was expecting at all!

    I was suspicious so dug a little deeper using a “whois lookup” to find out who the owner was.

    Sure enough, it’s not owned by the Tauranga Airport, but by a guy called Dave Burghardt:

    Name      : dave burghardt
    Address   : PO Box 2397
    City      : Tauranga
    Post code : 3015
    Country   : NZ (NEW ZEALAND)
    Phone     : +64 7 5784210
    E-mail    :

    (If you are ever curious about who owns a domain name, use a whois lookup such as: Continue reading “Meet Your Local Cybersquatter: Dave Burghardt Who Owns and”

    The Most Direct Direct Mail I’ve Ever Directed

    The Story

    The client owns a website that lists all the 100+ thermal hot pools around New Zealand. They wanted to upgrade the 36 commercial hot pools from the free listing (every hot pools was entitled to one of these), to the Premium listing which provided greater detail and made the hot pool more attractive to prospective customers.

    The first step was to call all 36 commercial hot pools around the country to:

    1. Determine who the decision maker was
    2. To confirm contact details
    3. To tell them to expect the letter in the mail soon

    All the letters were sent out at once, and the following week follow-up calls were made to close the sale.

    Download Direct Mail Sample (43Kb .pdf)The Solution

    I wrote a 11 page document (3000 words) with the following features:

    1. Attention grabbing image on 1st page: “Imagine this sign out on your driveway: We’re Sorry, due to unprecedented demand, “name-of-their-pool” is full to overflowing. Please try again tomorrow.”
    2. Highly personalised: 43 instances of personalisation including their first name mentioned 16 times!
    3. Sent in an A4 envelope (flat) but with handwritten address so it looked official and important
    4. Content that told an compelling story that focused on what the hot pool owner gets out of the deal
    5. A limited time offer: “Respond before 5pm Friday”, + a limited number of customers “Only 10 positions available”
    6. 3 packages to choose from with ascending prices and value

    The Result

    • 9 of the 10 available spots were filled

    Old News is Bad News – Is The “Latest News” On Your Website Ancient?

    Have you ever heard this from a web developer?

    1. “You need a news page so you can keep your content fresh.  Google and users love fresh content!”
    2. “You need a blog, because Google loves blogs and you’ll look professional to users too!”
    3. “You need to get on Twitter, Facebook and Linked-In, because social media is hot right now!”

    Think twice before you give your web developer the green light to build these modules for you.

    Because they can make you look bad, and damage your brand

    Why having a news page, blog, and Twitter/Facebook/Linked-In profiles can make you look bad:

    1. You’ll never get around to updating them, because you’re too busy running your business
    2. The older your latest news/blog post gets, the more it looks like your website has been abandoned
    3. The older your latest Twitter message or Facebook update or Linked-In update gets, the more it looks like you don’t care
    4. If you look careless with your news, visitors will suspect that your other content is equally out of date

    Here’s an example of what I’m talking about. When I see the 2007 date I immediately lose confidence in the brand.  Is it the same for you?

    Ready, Fire, Aim by Michael Masterson

    My Notes on “Ready, Fire, Aim” by Michael Masterson:41XjfgOsASL._SX317_BO1,204,203,200_

    When Launching A New Business, What Should Consume Your Time?

    • In launching new businesses, many entrepreneurs do the opposite of spending 80% of their time of their time on selling.
    • They spend most of their time, attention, energy and capital on things such as setting up an office, designing logos, printing business cards, filing forms, writing contracts, and refining the product.

    • They have the impression that they are doing things in a logical order – getting everything just right before they open their doors.
    • In fact, they are wasting valuable resources on secondary and tertiary endeavours.
    • It is enough to have the product and customer service just okay at the outset. Perfecting them can be done a little later, after you have gotten feedback from your customers.
    • Sell as soon as you can – if possible before you have spent a lot of time and money making it perfect.

    Continue reading “Ready, Fire, Aim by Michael Masterson”

    If The Business Model Works, Clone It

    The single most visited webpage on this blog is my article about “One Day Sale” Websites.

    It gets 700 unique visitors a day (growing by 5% every week) and is #2 on for the search for “one day deal“.

    Why is the webpage so popular? For 3 reasons:

    1. Because people are getting tired of the market leader: and are looking for alternatives
    2. Because my webpage lists all the alternatives
    3. Because the 1 day deal business model works so well, so clones are popping up all the time to try and cash-in, so the list of alternatives grows every month

    I have just been exposed to what I believe will be the next business model to be cloned. It’s called “BidRivals“.

    A $2800 digital camera sells for $331.85

    Here’s how Bid Rivals works:

    • It costs $1 to place a bid. The price increases by 2c each time someone bids
    • If no-one else makes a bid within 14 seconds, the auction is over. If someone does make a bid the auction extends for another 14 seconds
    • If a $2000 digital camera sells for $300, BidRivals gets $15,000 for the bids ($300 / 0.02 x $1), and $300 for the camera!!
      • I just watched this happen. Screenshot on right
    • And the lucky last bidder gets a $2000 camera for $300 (+ $1 for every bid they placed)

    Bid Rivals only loses money if the item sells for less than 1/50th of it’s RRP.

    In this example, the $2800 camera would have to sell for $56 ($2800 / 50) for Bid Rivals to break even.

    There are 3 barriers to this business model going mainstream and being cloned extensively:

    1. It hasn’t got a name.
    2. It is difficult to explain how it works.
    3. People who try it and burn through $20 making 20 bids and get nothing to show for it, will leave and never come back

    Have you tried it? Did you snag a bargain?

    Let us know in the comments below.

    “Everyone is Clueless” – Article by Seth Godin

    Particularly enjoyed this blog article by Seth Godin entitled “Everyone is clueless“:

    The problem with “everyone” is that in order to reach everyone or teach everyone or sell to everyone, you need to so water down what you’ve got you end up with almost nothing.

    Everyone doesn’t go to the chiropractor, everyone doesn’t give to charity, everyone has never been to Starbucks. Everyone, in fact, lives a decade behind the times and needs hundreds of impressions and lots of direct experience before they realize something is going on.

    You don’t want everyone. You want the right someone.

    Someone who cares about what you do. Someone who will make a contribution that matters. Someone who will spread the word.

    As soon as you start focusing on finding the right someone, things get better, fast. That’s because you can ignore everyone and settle in and focus on the people you actually want.

    Here’s a video that David sent over. I am thrilled at how much this guy loves his job, and I’m inspired by his story of how he turned down Pepsi as a vendor. He turned them down. But everyone wants Pepsi! Exactly. Once he decided he wanted someone, not everyone, his life got a lot better.

    How I Almost Got Fired Because My Direct Mail Worked Too Well

    The Story

    A recruitment company I was working for wanted to reach out to Human Resources managers to tell them about their online recruitment solution.

    We had purchased a list of 560 HR manager names and addresses from Veda Advantage, and needed a letter that would “cut through the clutter”, because this would be the first time that any of these people would have been exposed to our brand.

    We were also conscious that this group of people are very busy, and probably suffering from information overload, so anything that wasn’t personalised or interesting would be thrown in the trash immediately.

    The Objective

    • To write a letter to “cut through the clutter” and gets to the decision makers desk

    The Solution

    I wrote a 2 page document (660 words) with the following features:

    1. Attention grabing headline: “Internal Memo: Re: Congratulations to <<recipients first name>> who just got a huge payrise!”
    2. Highly personalised: 39 instances of personalisation including their first name mentioned 21 times!
    3. Easy and fast for admin to stuff envelopes: Name and Address positioned to fit a pre-paid window envelope so no cheap-and-nasty looking self-adhesive address labels were required
    4. Designed for low-cost in-house printing: Using simple colours and classic letter design
    5. Content that told an interesting story (it was all about the recipient after all!)

    The Result:

    3 phone calls from some very angry executives. They complained that their secretaries had passed these letters directly to them to read because they hadn’t realised it was advertising.

    (Secretaries are well trained to ensure promotional material of this type doesn’t make it to their bosses in-tray, so it is no surprise that the executives were very annoyed that their system had failed on this occassion, and were blaming us for being too clever.)

    1 stated that they had “black listed” us and would never use our services. And another threatened to get their lawyers involved! (Thankfully, they didn’t carry out their threat).


    My boss wasn’t very happy, and had to make several apologies to these companies.

    And I thought I was in danger of getting fired for a while.

    But at the end of the day, the campaign achieved its objective: Get the attention of these time-starved professionals, and give our product a chance.

    So I thought it was a huge success!

    If your product or service doesn’t get noticed at all, you’ve got no chance. After all, as Oscar Wilde said: “There is only one thing worse than being talked about and that is NOT being talked about.”

    And for the record, we did get lots of positive feedback saying from other HR pro’s, saying that they appreciated the cleverness of the campaign (and yeah, it generated new business for us too).

    Why Is Harvey Norman Stuck In The 1990’s?

    Yes, yes, Harvey Norman does sell the latest technology: Plasma TVs, Laptops, Macbooks, Printers, Digital Cameras etc (at awesome prices), but why oh why do they contradict this image with the following:

    1. Dot matrix printers for printing out your receipt
    2. A 1990’s website
      • With a “splash” page (the home page just has a big photo and link to the rest of the website)
      • The navigation is located in 4 different locations (very hard to figure out where you are. Totally unintuitive)
      • No open hours (forces you to pick up the phone and ask – that is so 1990’s!)
      • No E-commerce (unlike ALL of their competitors: Dick Smith Electronics, Noel Leemings, Bond and Bond)
    3. No social networking activity at all
      • No Facebook page
      • No Twitter account
      • No Linked-in profile

    Perhaps Harvey Norman has people in the marketing department (either here in New Zealand or in head office in Australia) fighting for these changes, but because it is a private company run by an old fuddy-duddy family, they are probably very happy with the way they doing their mass media advertising (radio, TV, flyers every day).

    What have I missed?

    Write your comments below.

    The Sad, Sad Story Of The Man With The Worthless US$50 Million Music Collection

    Have you heard about this guy, Paul Mawhinney?

    He owns The Worlds Greatest Music Collection.

    • 3 Million Records
    • 300,000 Compact Discs
    • More Than 6 Million Song Titles

    It’s a sad story (with no happy ending… yet).

    He’s trying to sell his collection so he can retire. But no-one will buy it.

    What is Paul Mawhinney doing wrong?

    On the surface it seems like a reasonable deal. You pay $3M, you sell off the good bits for $3M+ (maybe even US$50!) and you get the profit and throw the rest in the rubbish.

    Here’s his story:

    So why isn’t it working?

    I think there are 3 main reasons:

    1. No-one can afford the price tag

    Who has $3M to spare? (He refuses to sell the most valuable items separately)

    2. He has forgotten the purpose of music

    It’s for listening to. Not for archiving on a dusty shelf somewhere.

    3. He has miscalculated the value of the collection

    The collection isn’t worth US$50M. And US$3M isn’t a bargain either.

    It’s only worth what people will pay for it.

    And so far, all we know is that that price is less than US$3M.

    What is he really selling?

    He’s not selling music.  He’s not even selling vinyl records.

    He’s selling his problem.

    His problem is clutter.

    I’m pretty sure he doesn’t want to sell the most valuable items separately because once they are gone he’ll still be left with thousands of vinyl records sitting on his shelf that no-one wants.

    He’s spent his life collecting them.

    He couldn’t bare to see them end up in a rubbish bin.  It would kill him. Literally.

    And even a museum wouldn’t want them because the floor space the collection would take up has value.

    What should he do?

    He only has 2 options:

    1. Nothing. He could continue to sit and wait for a day that might never come.  Everyday the disappointment that no-one will buy his life’s work will eat away at him
    2. Sell the most valuable items on eBay, and call it quits. Let go, and enjoy the rest of his life.

    I think he should go with #2.  He could sell the most valuable items one at a time to start with.

    He will quickly get an idea of the true value of the collection.

    I fear that it will be far, far less than he is hoping for.

    Poor bastard.

    I really feel sorry for him.

    What do you think?

    Write your comments below.

    Evidence That The Whole Vegemite “iSnack 2.0” Fiasco Was A Genuine Mistake

    iSnack2.0 Brand that lasted 5 minutes

    The old way of launching a new FMCG (Fast Moving Consumer Good) product:

    1. Marketing team comes up with alternative names (using focus groups, brainstorming etc)
    2. Present the shortlist of their favourites to management for them to choose
    3. The product is launched with the new name with a huge amount of expensive mass advertising

    The new way of launching a new FMCG (Fast Moving Consumer Good) product:

    1. Put the product on the shelf without a name with the promotion “Name Me” on the front inviting suggestions from the public
    2. Marketing team chooses their favourite 10 names
    3. Let the public choose their favourite name from the list
    4. Announce the winner
    5. Launch the product with the new name

    5 Reasons Why “The New Way” Is A Superior Method of Product Naming:

    1. At each step you are adding thousands of potential customers email addresses into your database,
    2. and you get their permission to communicate with them
    3. You are telling your customers that you want their input – so they feel special
    4. The promotions are potentially viral
    5. The promotions are potentially newsworthy

    But why did Kraft skip Step #3 (“Let the public choose their favourite name from the list”) the first time around?

    There are 3 possible reasons:

    1. They forgot
    2. Management actually thought that their own opinions were more important than their customers
    3. They skipped it on purpose to cause an outrage

    In a recent poll, 75% of respondents did indeed think the the whole debacle was on purpose.

    Recap of the Kraft Timeline:

    1. Launch promotion to name the new “Vegemite + Cream Cheese” spread using the hugely popular strategy of “let our fans decide what the name should be”
    2. 40,000 suggestions come in from Australia and New Zealand
    3. A junior marketing team creates a shortlist for the Kraft board of directors to choose from
    4. They choose “iSnack 2.0”, and hand out the prize
    5. The public goes mental. They hate the new name (but more than that, they hate that they weren’t asked what the name should be)
    6. Kraft releases a short list of 7 names for the public to choose from
    7. The most popular is Cheesybite with 36% of the 30,000 votes (winning by a 13% margin)

    What’s on the shelf?

    3 jars of the Vegemite + Cream Cheese spread, each with different labels:

    1. The first “Name Me” jar
    2. The second “iSnack 2.0” jar (which are now collectors items)
    3. The third “Cheesybite” jar

    How many of those would you recognise and probably even talk to a friend about if you saw one on the shelf, or in your friend’s pantry or fridge?

    All of them.

    What did Kraft get out of the experience?

    They looked like fools for a while, but were compensated by millions of dollars of free publicity, nationwide brand recognition, and thousands of product trials.

    Their new brand is off to the best possible start.

    Did they screw up on purpose?

    Whether they did it on purpose is an interesting question.

    Would you willingly look like a fool in exchange for the chance to make truck loads of cash?

    Just as many people would as those that wouldn’t.

    If you don’t have pride you have little to lose when you’re humiliated. If you are a business executive who wears a suit everyday, I suggest you would be proud and you wouldn’t take that chance.

    So I conclude it was a genuine