Friday, July 29  

Exhibit A

Exhibit A

Okay, I talked you through how to get a postcard mail out going for not much money.

Here's an example.

1. I've downloaded the image.
2. I'll write a line that fits with what I want my message to be.

Here goes......







Feel like your hands are tied when it comes to marketing your web site? Tailored Consulting can help untie those binds and really get your web site working from just $200 a month. Call now for more information and you'll receive the free 8-page "Guide To Successful Web Site Marketing".

Pretty lame, but link the copy with the picture, make an offer ("...for just $200"), have a call to action ("Call now...") and an incentive to call ("...you'll receive the free 8-page etc") and you'll do a whole lot better than that example!

Regards

Brendon

Quick, Easy Marketing

Quick, Easy Marketing

One of the most important things to do with a marketing strategy is to make the actions as simple as possible. The reason for that is if it's simple then it gets done.

I often suggest a postcard mail out to client. Easy to do, everyone reads the message and it's cheap.

Here's a simple 4 simple process to do a 500 piece postcard mail out:

1. Figure out what you want to say.
2. Go to istockphoto and sign up for an account. Pay $20 or so and you have access to 20 credits. Select an great image for your postcard - it will cost about $3.
3. Find a cheap printer - here's one in Australia ($189 Australian for 500 postcards delivered to my door).
4. Then run the cards through your printer with your own special message, toss a stamp on and you're done.

Easy.

Total costs: postcard printed and delivered to you: $189 (for postcards), $10 for ink (to print your message), $250 for stamps. and $3 for the image from istockphoto.com.

$452 in total. That's 90 cents each postcard sent.

Make an offer to existing customers today. At just 90 cents that's a bargain.

Cheers

Brendon

Thursday, July 28  

Buying Choice Influences

Buying Choice Influences

Howdy.

I played a friend of mine in tennis yesterday. Before we went off to play he wanted to go and buy a new tennis racquet - so off we went to a local sports store.

Like the vast majority of tennis players he had no idea what sort of racquet he should buy. So it was interesting watching him make his buying decision.

• He didn't buy the cheapest racquet, nor the most expensive.
• He didn't buy the best racquet or the worst (he would have very limited ability to make that call anyway.

He bought the racquet he did because it was normally valued at $189 and was for sale at $109.

He perceived this racquet to be a quality racquet and perceived that he was getting a bargain - all based on the sign that said "Normally valued at $189". After all, according to his thinking, a quality racquet would be more expensive, but he was getting it at a bargain price.

What Influences You

What influences your buying decisions? What influences your customer's buying decisions? You might need to employ different strategies to appeal to as many buyers as possible.

By the way, the new racquet didn't help. I still beat him 4-6, 6-4, 6-3, 6-3.

Cheers

Brendon

Wednesday, July 27  

Show Notes From This Morning's Radio Show

Show Notes From This Morning's Radio Show

Hello. This morning we discussed "How search engines work."

The 3 main search engines are:

Google
Yahoo!
MSN

See how many searches are done via Overture (and partners) - Overture Search Suggestion Tool

Ranking factors on search engines (brief overview):

On Page factors:

key word count (how many times they're mentioned)
Heading used
title of page
Meta tag description (very small relevance)
Meta tags (almost nil relevance)

Off Page factors:

Links to the site
Link reputation
Directory listings

Pay Per Click:

Google AdWords
Overture

Find out more:

WebMasterWorld
SearchEngineWatch

Please note, the above is only a very brief overview of the factors required for high search engine rankings. For further information please give us a call on 07 5598 4898 or send me an email - brendon@tailored.com.au.

Regards

Brendon

Tuesday, July 26  

US Broadband Subscribers Increase By 34%

US Broadband Subscribers Increase By 34%

The US Federal Communications Commission has just released its data on high speed services for Internet access.

According to the report, during 2004 high speed lines serving residential, small business, larger business, and other subscribers increased by 34% to 37.9 million lines.

What that means is that web developers can look at rich media (video and audio especially) with renewed interest and apply the use of those media to sites to provide a better experience for the web visitor.

Regards

Brendon

Wish I Worked At This Place

Wish I Worked At This Place!

I want a job as a bureaucrat. Specifically, I want a job with the Department of Enterprise, Trade and Investment (DETI) in Belfast.

The reason I want to work there is because they don’t have much to do. In fact, they have so little to do they make stuff up just to pass the day.

You’ll think I’m making this next bit up…..but I’m not.

The DETI has banned the word “brainstorming” because it was deemed politically incorrect because it is thought to be offensive to people with brain disorders. Unbelievable.

I did a search to see if this was a hoax. Sadly it appears that the DETI is serious: http://observer.guardian.co.uk/politics/story/0,,1515134,00.html.

In these days of innovation, a rich exchange of thoughts and public access to more information than ever before it’s sobering to know that some people actually sit around and think this stuff up.

Cheers

Brendon

Monday, July 25  

I Know Nothing

I Know Nothing

It's true. I don't know much at all. But I noticed something funny when I first started doing well in business.

I started doing well at the same time I developed the confidence to say to people "I don't know how to do that/the information you need/etc.....but I'll find out."

As soon as I accepted that people don't expect me to know everything, I relaxed a bit and was more effective at finding the right solution for clients.

I remember my first management role in a public company - I spent the first week learning all about the company and products and the next 2 weeks on the floor asking my fellow employees for their input. The two weeks after that was asking the customers how we could be better.

And every day after that I sought input from customers and fellow employees.

Asking works.

Regards

Brendon

Friday, July 22  

The Media Contradiction

The Media Contradiction

Hello. Here in Australia we have a cricket player called Shane Warne. Shane is one of the greatest ever players of Australia's national game and, as such, is of high interest to many Australians.

With having such a high profile Shane was sought after as a media commentator. Indeed, he'd been groomed by one of the leading television networks for a future career as an expert cricket commentator.

And with his high profile Shane's going ons have been of great interest to the media for fodder in their newspaper, TV shows, magazines and more.

Shane Gets Into Trouble

Shane has a tendency to get noticed for all the wrong reasons - numerous affairs with women other than his wife, a suspension for accepting money from an Indian bookmaker and a 1 year ban for taking a prohibited drug. That's just a small % of it.

It's basically a never-ending circus for Shane.

The Contradiction

And here's the contradiction. The exploits of Shane are picked up and gleefully reported by the magazines, the newspapers, the TV shows. They make a fortune from reporting in minute detail all of Shane's behaviour.

And one of the biggest players at exploiting Shane's behaviour for profit is Channel 9, the same TV network that had Shane on a retainer.

And one of the major players in the magazine market is ACP. That's owned by the same guy who owns the network.

Shane Warne has just had his employment with Channel 9 terminated because his exploits haven't been in step with the standards of employees of the network.

The very same behaviour that they chase down, pay money to get information on and then gleefully report.

Doesn't seem right really.

Regards

Brendon

Thursday, July 21  

Why Your Gut Feeling Is Always Right

Why Your Gut Feeling Is Always Right

I was walking down the hospital ward corridor at about 11.45 am.I wandered into a patient's private room for a reason I can't now recall (although I do remember he was recovering from having his stomach removed a few days earlier).

He was sitting on the edge of the bed.

I said to him: "How're you feeling?"

At the same time I picked up the telephone receiver on his bedside table.

He ignored me doing that and replied to my question: "Not too good."

The Resuscitation Team Rushed In

I dialed a number and activated the hospital Emergency Code that had Doctors and the specialist resuscitation team rush to the room within seconds.

The Emergency Room Physician took a look at the patient sitting happily on the side of the bed and wondered why the code for Cardiac Arrest had been called.

"Who called this code?" he demanded to know.

"I did," I replied.

I'd Seen Everything

At the time I had been a Registered Nurse (Nursing Sister, Clinical Nurse Manager) for about 8 years.

I ran the Hospital's Graduate program - giving lectures and clinical training all day long.

I was the head of the hospital's resuscitation team, I had extensive experience in resuscitation, was certified in Advanced Life Support and had seen just about everything in terms of medical emergencies.

So I knew what I was doing. Which meant it was a surprise to those in the room that the patient actually looked fine, was happily sitting on his bed and wasn't in need for any sort of resuscitation and yet I'd called a code.

The Patient Collapsed And Died

2 seconds after I said "I did" the patient collapsed and died.

I've just read Malcom Gladwell's (http://www.gladwell.com/) latest book "blink" and now realize what happened that day (it had always been a mystery to me).

Gladwell talks extensively about the power of the unconscious mind and how we "think without thinking, about choices that seem to be made in an instant, that actually aren't as simple as they seem."

You see, I was expert at resuscitation. I've lost count of the number of people I've tried to resuscitate.

I have seen many people collapse and die. I had been around the sick and dying for years.

My Mind Knew What Was About To Happen .....Even If I Didn't

And, unbeknown to me, I had absorbed lots of little signs. Hundreds, if not thousands of tiny nuances that led me that day to conclude in an instant that this patient was about to die.

Call it gut-feeling, call it intuition, call it a sixth sense. Whatever. We all have it in different areas.
In my business over the years I've met people or been involved in situations where I've had that gut feeling where something about them isn't quite right.

The logical mind then kicks in and says something along the lines of "Don't be silly. How can you make a judgment when you've only just met them?"

My Initial Reaction Always Seems To Get Proven Correct

Inevitably my initial reaction gets proven right. Which means I listen to it more than ever.

A huge part of any business is picking the right people to work with. and by that I mean clients, partners and suppliers.

And often we (as businesspeople) only have very limited information on which to base our decisions.

Sure, we all do our due diligence, make some calls and ask the right questions.

But don't discount that gut feeling. Your instinct is usually right. And it's right because it's based on every interaction you've ever had and you are an expert at this stuff without even knowing about it.

Regards

Brendon

Wednesday, July 20  

ABC Radio Show Notes

ABC Radio Show Notes

=======
I now have a regular spot on ABC Radio where I discuss web site and Internet issues. Click here to visit the web site - if you'd like to listen to the radio show it is on at 11.15 am EST on Wednesdays. Just click the link titled 'Listen To Coast FM' on the menu bar on the left hand side of the ABC web site to listen at that time.
=======

Hello. It's 12.14 pm and I'm just back in the office after finishing my new regular radio segment on ABC Radio here in Australia.

As promised, here are the notes I made during the show and links to the sites I mentioned:

Net Guide - excellent magazine and web site providing tips and hints to beginners.
Google Alerts - a way to be updated about the latest information becoming available about the subject you are interested in.
Yahoo! News Groups - connect with people who share your interests.

Podcast Information

iTunes - Apple's podcasting management subscription service (free). Download the software and then find the podcasts or music you are interested in. The podcasts are free to download.
Podcast Alley - "Podcast Alley is the podcast lovers portal. Featuring the best Podcast Directory and the Top 10 podcasts (as voted on by the listeners). You will also find podcast software, the podcast forum and great podcasting info."

Domain Names

GoDaddy.com - Domain name registrar for .com, etc names.

Currency Conversion issue

There are 2 main ways we deal with currency conversion issues:

# 1: Here's 1 way we do it on a site we developed (and own). See how the Australian price is below the US $ amount. For that we use this conversion system: JAZconvert

# 2: Here's another way to convert the price - see the text "Please note that prices are listed in US dollars. You can use our free currency converter to see the equivalent in your own currency" that is above the products. Check that out here (it's a free service).

If you have any questions please email me at brendon@tailored.com.au or on 07 5598 4898.

Cheers

Brendon

Tuesday, July 19  

For Business Success Get One Of These...

For Business Success Get One Of These.......

A supportive wife. This one above is mine (so keeps your hands off!).

And if you can't find a supportive wife (or husband/partner/etc!), then get yourself a supportive friend or mentor. Because business is tough. And you need a positive and supportive person to help you through the rough patches.

So, thanks to Mel (above).

And I'm all touchy, feely about Mel because today she turns 40. Happy Birthday!

And now the whole world knows! ;o)

Regards

Brendon

Monday, July 18  

Have You Ever Wondered?

Have You Ever Wondered?

Have you ever wondered why most email boxes clog up with spam (unsolicited email)?

11% Buy From Spam Emails

It's because, according to the latest survey, 11% of people buy products and services from spam emails!

This from eMarketer:

"According to a new survey of nearly 800 end users, comprising 34% corporate business users and 66% consumers, by Mirapoint and the Radicati Group, the answer is simple. Many of the people who claim to hate spam are supporting the practice by buying products from spammers.

The survey found that 11% of users purchase products and services from spam e-mails,? even though 9% of users have lost money to e-mail scammers!"

The Guaranteed Simple Way To Stop Spam

Here's my guaranteed easy and foolproof way to stop spam:

Don't buy products or services from spam emails. If spam doesn't work it will stop almost immediately.

Regards

Brendon

Sunday, July 17  

High Perceived Value, Low Cost

High Perceived Value, Low Cost

Yep, this is a kayak. And that's my son Jack showing off on it. Not only can he paddle a kayak sitting down but the little smarty pants can stand up on the thing and balance (this is a kid who can take a flying run up and jump up onto a Swiss Ball and stick the landing).

Thursday, July 14  

The Power Of The Retailer

One of our clients has built up a decent sized e-commerce business from his apartment here on the Gold Coast over the past 3-4 years.

He started with just one- (1) product but has now grown to over 5,000 products.

Because of the many cost advantages of having an Internet-only store he has been able to pass on very significant price savings to his customers. And they love him for it. And his business has grown tremendously well.

Until now.

Put Your Prices Up Or We'll Close Your Account

What has happened is this. Bricks and mortar stores in his industry (of which there are many) here in Australia have become aware of his site and they guessed that he'd be getting a lot of sales.

Sales that he gets because he offers a fantastic service, is convenient AND provides big savings.

These store owners have gone to the distributor our client buys from, and they've said
"Stop supplying this Internet guy or we won't stock your products anymore."

My client's distributor has had no choice but to say to my client "Put your prices up to recommended retail or we'll close your account."

Between A Rock & A Hard Place

* The distributor has no choice. As big a buyer as my client is, the distributor can't afford to have the retail stores not buy from him.

* My client has no choice. The distributor is the biggest stockist in the industry and if he refuses to increase his prices he'll very quickly find himself without a product to sell.

Te worst bit is this: the poor customer is forced to pay full price for his products because retailers can't compete with an Internet store and have to apply pressure to the distributor.

It's an interesting situation without an easy answer. I can see all sides of the issue, but I can't help but wonder why the retail stores don't start investing some resources in what they must see is a terrific way to do business.

Regards

Brendon

Wednesday, July 13  

How To Increase Sales By 25%

How To Increase Sales By 25%

Hello. Today's an audio blog letting you know how a client quickly and easily increased their web site conversion of leads to sales rate by 25%.

Click here to find out how to increase sales by 25%.


Regards

Brendon

Tuesday, July 12  

What's Been Influencing Me

What's Been Influencing Me

Hello. I've been searching for an MP3 player and didn't want to buy an iPod just because everyone else had one.

I assumed that there would be comparable or better products in the marketplace that don't quite have the 'cache' of an iPod but are still quality products.

But yet I still found it difficult to move away from the proven and accepted brand.

Brands are such a powerful aspects of the marketing mix. They can mean so much to people - I think of iPods as innovative, accepted and top quality.

In their excellent book 'Be Your Own Brand', David McNally and Karl Speak talk extensively about the reasons why companies with strong brands are the most successful. It's because the brand articulates a strong and clear message that the customer is receptive to.

And no amount of advertising is worth as much as that.

Regards

Brendon

Monday, July 11  

My Favourite Photo

My Favourite Photo

Okay, I admit it. I'm an ego maniac.
My favourite photo is of myself.


On the back of the above photo my brother Bryan had written: "We all go fishing a lot. Brendon comes and catches biggest fish ever caught by a Sinclair. It was 1 1/2 bricks long. 1973."

Memories Of Childhood

That photo encapsulates everything about my childhood.

1. All we ever did was fish, bike, play Cops and Robbers, play football and cricket.
2. The photo was taken in the backyard of the house I grew up in.
3. And, very importantly, it's me winning a Sinclair competition - I have 4 very competitive brothers and childhood was a competition. (It's the same to this day with those idiots!)

Defining Moments

Do you have a defining moment in your life? What's been your greatest ever moment? what's going to be your next greatest moment?

Regards

Brendon

Saturday, July 9  

Not Keeping The Rain Off

Not Keeping The Rain Off

The picture below is looking at the Cafe directly below our office (the 4 businesses below our offices are, in order, a Korean restaurant, Dominos pizza, a Cafe, a Bakery - it's the prefect place for an office!).

As you can see their are umbrellas for each outside table. That's great except for this point: The footpath is completely enclosed and the person sitting at one of these tables has as much chance of being exposed to rain or sun as I have of winning Lotto tonight (and I don't even have a ticket).

But It's Not About Keeping The Rain Off

It's not about keeping the rain off. It's about maximising the income for that business. My guess would be that the Care owner has a deal with the coffee supplier to use the umbrellas in return for a discount.

The coffee gets branding help. The Cafe owner gets a discount. The customer doesn't get anything extra (or maybe they get cheaper coffee because of the deal), but importantly isn't inconvenienced at all.

Are you maximising the ways you can generate income from your business?

Brendon

Friday, July 8  

Revenue Explodes For Australian PPC Advertising

Revenue Explodes For Australian PPC Advertising

No wonder Google sent me a Christmas present last Christmas! According to the latest figures here in Australia the Pay Per Click (PPC) market in Australia is about $130 million.

And I bought a sizable chunk on that.

The statistics, from research firm Frost & Sullivan, found paid search has grown by 85% since 2004.

The growth is no big surprise. When something works well and is totally measurable then advertisers will recognise the great value online advertising can be.

Cheers

Brendon

Thursday, July 7  

Temptation

Temptation

One of the specialities here in the business is redeveloping poorly performing web so that they become effective at whatever it is they are meant to do.

What I see time and time again is this:

• Pretty web site
• Unchanged since its launch 2 years ago
• Site takes 30 seconds to load
• Poorly written content
• Content not developed with the search engines in mind
• No links to the site

What happens with sites like this is nothing. And by that I mean the site doesn't get any visitors, doesn't make any sales and is just a waste of time and money.

Because Of Our Experience.....

Because of our experience and expertise we can very quickly analyse why a site is failing and what needs to be done to fix it.
Because we're experts it's vgery easy and quick for us to redevelop poorly performing site. After a two- (2) hour review I can tell you almsot exactly what you need to do achieve your web site objectives. And that's where the temptation comes in.

The Temptation

It's a temptation to undervalue what we do because it's easy for us. But it's only easy for us because we have spent years researching, analysing and working through a huge, huge range of issues affecting under-performing sites.

Which means we shouldn't charge just a few dollars because the solution comes to us quickly. We should charge more than the web developer who failed because our solution is the right solution.

Brendon

Wednesday, July 6  

My Best Work

My Best Work

Hello. Recently I've done some of my best work - work that I completed quickly and work that has been very effective.

Another time I remember doing my best work was when I completed the marketing for my brother's business. It was great to watch his business explode because of some pretty simple strategies we employed.

So What Gets The Best Work?

That's easy. In both the above examples the person trusted me entirely and just said "Do whatever you think is best."

But that's the tricky thing - very few people will trust someone else to do their marketing with a free hand.

My Advice

My advice is to employ the person you think would be best and then let them get on with what they do best. easier said than done of course, but maybe we can water it down a little to say "Employ the best person and give them as much free rein as possible."

Good luck.

Brendon

Tuesday, July 5  

Tattoo On Forehead For $10,000 - The Marketers' Dilemma

Monday, July 4  

How Silly Am I?

How Silly Am I?

The pain is an unrelenting throbbing from the top of my mouth right to the top of my head. My entire face aches. If I close my eyes it eases a little.

8 months ago I went to a local Dentist and had a tooth taken out from the top right hand side of my mouth. I went to the guy with a decent tooth ache and a real sensitivity when the tooth was touched.

Apparently my wisdom tooth was coming down and pushing out the tooth that was there.

So out came the tooth in the way and the wisdom tooth. The Dentist took an x-ray at the time and then wrote me out a form to have another x-ray 4 weeks later because it looked like the same thing was happening on the other side.

I was to have the x-ray taken and then go back and see him in 6 weeks.

I've Never Been Back

I've never been back. The x-ray form is still in my In Box here in the office.

What's happened now is that on the other side of my mouth wisdom tooth is coming down. It's been putting pressure on the tooth it's trying to displace for a good while now. The tooth split a few weeks back and part of it came away in my mouth.

I've been eating with just one side of my mouth for a 2 weeks.

But I still haven't been back to the Dentist.

And Now I Know Why

I've been reading Malcom Gladwell's book 'blink' and have just finished the story about which Doctors are more likely to get sued. The answer is the one's that the patients don't like (you don't sue people you like).

And that's the simple reason I haven't been back to the Dentist. Because I don't like him.

I remember thinking at the time he was very abrasive and arrogant. There's few more vulnerable times in your life than when you're sitting in a Dentist's chair with your mouth wide open.

Not My Idea Of Fun

And to have a guy you don't like sitting there with a few instruments in my mouth as you squirm in agony ain't my idea of fun (I'm a bit of a wimp).

We all make almost instantaneous decisions. You'd better believe it.

Check out Malcom's book for a great read.

Regards

Brendon

Friday, July 1  

Bits & Pieces

Bits & Pieces

Howdy. Hope you are well. Thought I'd write a little on a few things today.

Some People!

As regular readers might know I'm on the Fundraising committee for my son Jack's Scout Group. We've started a 'Club 100' where we ask local businesses for a $100 donation.

I asked a local client if he'd like to donate and this is what he said:

"Send Jack over and I'll give him the cheque."

So Jack went over to visit Brian a couple of days ago.

• Brian sat him down in his offices and gave him a drink.
• He asked Jack all about Scouts.
• Asked him what his special interests are.
• Asked him how the Scouts are doing.
• Asked him what the money would be used for.

Then Brian handed over his $100 and told Jack to let him know if he could help in any other way.

That's so much better than handing the cheque over. He's taught Jack a thing or 2, taken a real interest and made Jack think about why the Scouts need money.

It's always great to deal with good quality people.

Australian Broadband usage On The Increase

Australian broadband usage has increased to almost 2 million users to the end of March. That's an increase of about 122% in the past year.

People with Broadband spend more time on the Internet, can easily access a far greater range of media (i.e. audio, video, etc) and are far more likely to purchase online.

Being Different - Brilliant Marketing

Nina Gordon is a singer with a fantastic voice. Utterly beautiful.

She's recorded a Rap Song (with offensive lyrics) and it is brilliant marketing for a couple of reasons:

1. It is controversial so will therefore attract interest
2. The lyrcis are offensive, so it will attract interest

With this one- (1) song I have no doubt she will attract a whole new audience who hear about this beautiful voice singing this awful song. Check out Nina's excellent web site (and brilliant voice via the free songs on the Sights and Sounds page).

Blatant Self-Promotion Piece

A reader of my book sent through a great 2 page thank you letter. here are some quotes from it:

• "The book made it easy, it was like finding a Bible."
• "It was so simple and your book fast tracked me....."
• "...I know for certain the advice you gave me in your book was what seperated me from everyone else."
• "Your book has already paid for itself 50 times over."
• "I have found it very inspiring."

If you are a web designer/developer and you haven't already purchased the kit you must be crazy!! (Not sure if that last line would win any copywriting awards or just attract the attention of an anti-discrimination board somewhere!)

Anyway, have an enjoyable weekend.

Brendon