Lord Young, a grain of truth

by KevPartner on 19 November, 2010

Post image for Lord Young, a grain of truth

Let’s get this out of the way first, Lord Young is an arse. “They’ve never had it so good” is a painful echo of the Tory Party’s past and it won’t be welcome in the inner sanctum.

But, as is so often the case when a politician feels compelled to resign for something they’ve said, there is a grain of truth in what he says. Mortgage repayments are cheaper (for those of us with repayment mortgages), much cheaper. If you can get a loan, you can get a reasonable rate. And for most of us, life continues much as it did before despite the “worst recession in 70 years”.

However, this is only true if you have a job or other income (for example from your own business). I’m confident Lord Young doesn’t have income worries. Unemployment goes up in a recession and for those people any mortgage is going to be hard to repay and quite apart from that the sheer grief and sadness of being out of work will mean there’s no way they will feel as though they’ve never had it so good.

The second important point he’s missed is that the pain has hardly started yet, particularly for people working in the public sector. The force of the government cuts has yet to be felt to any great degree and a further increase in unemployment is inevitable. I only hope that some of those receiving redundancy payouts will use that money to start up a viable business so that they can support themselves.

It’s true in every recession that those in jobs are largely insulated from the effects. This time around, interest rates and inflation are far lower so this is all the more true. But for those who’ve lost their jobs because of lax government regulation and greed, the idea that life’s a breeze would be profoundly insulting.

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Post image for 5 facts about Franking Machines you probably didn't know (but should)

I’d been meaning to do it for months but finally we’ve got a franking machine for our candle kit business MakingYourOwnCandles. Wax, in particular, is expensive to ship and it seemed, on the face of it, that we’d save a lot of money – particularly in the run up to Christmas.

However, I was nervous of getting a franking machine – partly because I didn’t fully understand how it worked and partly because it represented a contractual commitment, unlike SmartStamp. [click to continue…]

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My Top 6 Small Business Books

by KevPartner on 4 September, 2010

You wouldn’t expect to be able to sit in a car and drive it without learning first, would you? It’s the same with your small business. You need to go into business with a certain level of education covering how to plan, run and market it otherwise you might make expensive mistakes right from the beginning.
These 6 books are my bang up to date best small business books for all:
1) Purple Cow by Seth Godin: essential to help you find a product or service to market. This book will help you understand why blending in with the crowd is the fast path to obscurity and failure
2) Rework by Jason Fried and David Heinemeier Hansson: published in 2010, this is the book on running a business in the 21st Century. It chimes with much of what I say in Microbusinessentrepreneur.co.uk. It is the anti-Business Link. Again, it will challenge you and you won’t agree with everything but it will radically alter your received perception of how business should be run
3) Free by Chris Anderson: if you’re developing a product, especially if it’s electronic, this is required reading. If you don’t understand the new economy, where Free is the default price, then you won’t know how to make money from it. This is the paradox that the book describes – it also gives you practical ideas of how to profit from a “free” economy.
4) Crush It! By Gary Vaynerchuk: brash loud and occasionally obnoxious, Vaynerchuk is a hugely successful internet entrepreneur. I like the messages in this book and, although I probably wouldn’t go to the extremes he promotes, there’s a lot to learn from his techniques.
5) The 7 Habits of Highly Effective People by Stephen Covey. Hold onto your trousers if you’re British as this is very American in a sugar coated, God fearing way (especially the audio version) but it is good. This was the first personal development product I ever bought and has probably been the most effective. Do you get miserable on a cloudy day? This book is for you.
6) The Power of LESS by Leo Babauta. Chimes a bit with Rework but this book is about how to be more effective in both your personal and professional life by doing LESS. If you feel busy all the time and going nowhere fast, read this.

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I am becoming progressively more fed up with internet marketing gurus. The hyperbole has become utterly ridiculous, to the extent where I now believe nothing. The most common line I hear now is “I’m sure you’re confused about all the different get rich quick schemes, not sure what to believe. Well, I’m telling you – you can believe me: this really is a get rich scheme!” [click to continue…]

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The Non-Designers' Design Book

by KevPartner on 25 July, 2010

Post image for The Non-Designers' Design Book

This is quite simply the best design book I’ve ever seen. Somehow, Robin manages (with some humour) to tread the difficult line between theory and practice.

The book is aimed at designing for print so it’ll help you put together professional and compelling letterheads, business cards, flyers, posters, brochures etc. However the principles she teaches are just as valid when it comes to web design and, in my view, you’d be better advised to read and understand this book that to buy here website design book which is, inevitably, dated.

The book covers what Williams considers the four basic design principles: Contrast, Repetition, Alignment and Proximity (make an acronym out of that if you dare!) of which the one that will make the most immediate difference to your work is Alignment. I confess I feel ashamed of using centred alignment as much as I did… [click to continue…]

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Post image for Computer giant Dell entered into late payment Hall of Shame

The Forum of Private Business is entering Dell into its late payment Hall of Shame after the company extended the time it takes to pay suppliers by 15 days.

Dell, which is one of the world’s leading information technology companies, wrote to tell what it called its ‘valued’ suppliers that it is ‘standardising’ its payment terms from 50 to 65 days from 10 July, citing ‘current economic conditions’ as the reason for the change.

The Forum has written to inform Dell it is being added to the Hall of Shame alongside other household names including Argos, United Biscuits and the brewer Carlsberg, all of which have been identified as poor payers.

The company has also been invited to sign up to the Government’s Prompt Payment Code, where signatories pledge to pay suppliers on time, give them clear guidance and encourage good practice throughout the supply chain.

Late payment causes serious cash flow problems for small firms, many of which are still struggling despite the UK’s economy entering a fragile recovery.

According to the Forum’s latest Economy Watch survey, almost one in five small firms (18%) said the problem of late payment and changes to payment terms and conditions has become worse. On average, 36% of respondents’ turnover is tied up in late payment at any one time.

Further research carried out by the Forum recently shows that 37% of late payers take between one and three months to pay invoices and, according to Bacs, more than £30 billion in outstanding payments is currently owed to small firms in the UK.

Small businesses continue to suffer from the blight of late payment, which devastates cash flow and forces firms into administration. Companies like Dell have a responsibility to pay promptly – failure to do so can mean the whole supply chain seizes up,” said Forum spokesman Phil McCabe.

When they receive a letter like this, smaller suppliers have no choice but to agree and stay silent. There is little room for bargaining. For the sake of small businesses and the economy the new Government must prioritise tackling the culture of poor payment, addressing the bully boy behaviour of these bigger companies.

In the meantime we will continue to give small firms a voice by holding them to account publicly in our late payment Hall of Shame.”

Under the Late Payment of Commercial Debts Act 1998, small businesses have a Statutory Right to Interest, meaning they can in theory charge interest on late payments. However, few take advantage of this or are prepared to speak out publicly out of fears that large companies will simply take their business elsewhere.

Many larger companies take advantage of this culture of silence by imposing changes on their smaller suppliers’ terms and conditions, often mid-contract and with little warning, effectively sidestepping the redress provided by the late payment legislation.

One business owner who received Dell’s letter said: “As a ‘valued’ supplier of IT services to Dell I was dismayed to receive this notice via email regarding a change to their payment terms.

Ironically, the reason for the change is apparently due to the current harsh economic climate.

How is extending payment terms beyond the current draconian 50 days to 65 days going to help Dell’s legion of ‘valued’ SME suppliers, particularly when most of our suppliers demand 30 days net?”

Helping business owners beat late payment

The Late Payment Hall of Shame is part of the Forum’s ongoing lobbying to tackle the UK’s culture of poor payment. It is delivered by the organisation’sCommunications Director business support solution.

In addition, via its Finance Director business support solution, the Forum is helping members to get a grip on payment issues via its Credit Reporting, Debt Recovery and Business Monitoring member benefits.

The organisation also provides a Credit Control Guide, which is free to all intermediate, advanced and expert members, and a Legal Expenses Insuranceservice including a 24-hour legal advice helpline.

Phil McCabe
Media and PR Manager
Forum of Private Business

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Step 1: Planning

  • Come up with product ideas
  • Evaluate them
  • Plan a business around the best
  • Set up your company
  • Prototype and test your product/service

Step 2: Build the business

  • Build your product/service
  • Build the website that supports it
  • Get payment processing and support systems into place

Step 3: Market the business

  • Optimise your site
  • Build a list
  • Create an autoresponder
  • Begin an Adwords campaign
  • Use Facebook and Twitter to promote your business

Find out more by downloading our FREE guide to starting a business on a shoestring

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Post image for Customers don't (always) want low prices, they want VALUE

One of the challenges of any business is to find ways of increasing the conversion rate whether that’s the percentage of website visitors who go on to buy or the percentage of people who come into a shop who then buy. The problem is that different businesses will find that different approaches work for their customers.

Here are three possibilities for increasing conversion:

Offer A Discount

Sometimes a simple discount is the most effective way of increasing conversion. It’s essential that you know how much your product/service costs you before you can eat into your profit margin with a discount. The obvious question is then “how much discount?”. This depends on the market: some will respond to a 5-10% reduction whereas in other markets nothing less than 50% will provoke a reaction.

Offer Free Delivery

Some markets will respond well to free delivery – particularly if delivery would normally be expensive (eg laptop delivery). However, my experience to date has been that this is the least effective approach.

Offer A Free Extra

In some cases, giving extra above and beyond the standard product is effective. For example, “buy this and get something else in addition” or “buy one get one free”.

There are two key things you must do:

  1. Work out how much the cost of the promotion will eat into the profit per unit
  2. Test, test, test, test

The only way you can find out which form of promotion works for your customers is to test. As an example, with our web shop MakingYourOwnCandles.co.uk we have tested all three.

We found that Free Delivery was ineffective, even though our product is quite heavy. Offering a percentage reduction is effective (20% in our case) and increased sales, gross and net profit significantly. However, for our customers, giving away something free was the most attractive promotion. In our case, we offered a free Refill kit which effectively doubled the number of candles our customers could make. This increased sales by 35% in a month during which we’d normally expect a decline for seasonal reasons. The conversion rate increased by nearly 50%.

The point is that we only found out by testing. One of the biggest challenges in online business- especially a new business, is in establishing what it is that turns your customers on. Remember that customers buy based on value rather than price: your job is to increase value until it reaches a tipping point that improves your conversion rate whilst retaining a healthy profit margin.

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Post image for The Purple Cow of Estate Agents and Small Businesses – Trust

Ask most estate agents about marketing and they’ll talk about RightMove.co.uk, advertising in papers and putting up a board outside your house. Of course, they’re talking about the marketing of your house – at least that’s what they’d have you believe. The fact is that a newspaper advert is practically useless when it comes to selling a house but what it does do is market the estate agency. The same is true of the board outside your house – this increases the agent’s brand awareness in the neighbourhood as well as having the minor spin-off of alerting anyone randomly driving around a neighbourhood (rather than using RightMove) that you’re for sale.

An estate agent’s job is, first and foremost, to sell himself/herself to house sellers rather than buyers. They are in a competitive marketplace and if they don’t secure new commissions, they go out of business. In most cases they secure these jobs based on factors that include their percentage fee (excluding VAT of course) and the impression they create when they turn up to talk to the seller. It’s next to impossible to get figures from an estate agent that will tell you how effective they are at selling.

We’re in the process of buying a house in Waterlooville on the South Coast. Given that we currently live in Milton Keynes, we’ve been forced to cram lots of viewings into each visit. One of the estate agents impressed us with her knowledge of the area but neither of the houses she had to show us was suitable. Even once this was apparent, she was happy to give us lots of local knowledge about good areas, schools etc. Now, most estate agents, once they realise they’re not going to get a sale, will instantly lose interest and usher you out of the house. This is what made this particular estate agent a “purple cow” in her field (excuse the pun) – by spending time with her an unusual level of trust was created, something I’m not used to with estate agents at all.

As it happened, another house came on the market and it turned out to be one of ours. This is the house we’re going to move into (hopefully) shortly. Did we choose it because it was one of hers? Nope -we chose it because it was the right house. Who will we choose to market the house when, in a couple of years, we move again? If we choose to sell through an estate agent, it’ll be her – more or less irrespective of the commission.

Trust is an incredibly valuable resource in processes that are notoriously stressful. In many cases, indeed, the market is stressful because trust is so rare.

How much would you pay for:

  • an estate agent
  • a car mechanic
  • a plumber
  • a builder
  • a solicitor
  • a web developer/designer

…you could trust? Making trust part of your business by showing integrity, honesty and transparency at all times might be the single most important aspect of your marketing strategy. Of course it must be real and that can sometimes be painful (eg admitting that you’re not the right person for a specific job) but, particularly in processes where people feel vulnerable, being the one they can trust can pay off time and time again.

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When marketing can be just a little TOO clever

by KevPartner on 23 April, 2010

Chris Cardell is a marketing consultant. Four years or so ago I paid a considerable sum to be part of a series of teleseminars aimed at helping improve my business’s profits largely through better marketing. I’m not a massive fan of his particular style which I find somewhat arrogant and a little too smooooth for my taste but I do think the training I received was worthwhile and useful.

I distinctly remember one phone call in which he said something like “who do you think decided that Paul McKenna was the UK’s ‘leading’ hypnotist? He did!” and much of what Cardell says has to be seen against that background. However, having said all that, when you strip it all down his training is useful and worthwhile.

I was less than surprised when I read on Duncan Bannatyne’s Twitter feed about action that had been taken by a third party regarding a mailing Cardell had sent out. You can see a full account on the SEOCreative blog.

This was certainly clever in that it succeeded in fooling a number of people into thinking it was a personal recommendation. So it satisfied the first requirement of good direct mail in that it got the “prospect’s” attention. However, the ultimate purpose of marketing is to secure sales and I can’t believe that many people would have gone through the entire process of buying whatever he was selling without realising that it was a fake letter. And as soon as they realise this, they’re going to have one of two reactions:

  1. He’s a fraud and I won’t trust him with my money
  2. That’s clever, I want to learn how to fool people too!

I can’t imagine that either of these responses is the desired one surely? The net result is that any faith I have in Cardell has now been destroyed: if his company is prepared to resort to such misleading tactics (indeed, the Advertising Standards Authority agree it was misleading) then I don’t feel I can trust him at all to be straight with me. I still get benefit out of the materials I purchased from him a few years back but nothing would persuade me to buy from him again. Another customer lost.

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