You’ll also find this post at The Pulse

Here’s that case study I promised.

It’s a medical clinic that has everything going for it.

Yet they can’t get a single full-time general practitioner (GP) doctor to join them.

They’ve run press ads till they’re blue in the face, with zero effect.

That’s why I won’t write them another one.

So what CAN they do?

To find out, we must play: Fortunately Unfortunately!

Fortunately

The clinic has smart management, modern facilities and enlightened practices (they don’t serve Valium in Pez dispensers).

Unfortunately

It’s in Coburg. And though this former working-class Melbourne suburb is rapidly evolving, distant GPs don’t know it.

Fortunately

The clinic has run several attractive, well-written and cripplingly expensive job ads in top national medical magazines.

Unfortunately

The ads always appear at the back of these mags, eclipsed by all the other ads from all the other clinics.

Worse, passive job seekers (GPs happy in their current role) don’t even bother with this section.

Fortunately

The clinic’s GPs keep 70% of everything they bill. This is high by industry standards. (The other 30% covers rent, equipment, consumables and so on.) All a GP need do is turn up and earn.

Unfortunately

The clinic bulk bills. While this makes health easier and cheaper for all, it carries massive stigma for ‘private’ GPs who don’t do it.

Fortunately

The clinic has low debt, loyal patients, growing revenue and big plans.

It’s perfectly positioned to expand in and beyond its current site.

Unfortunately

They can’t move a muscle without more staff.

GPs are rare, fussy and in HOT demand.

Happy GPs are impossible to dislodge.

Unhappy GPs can be more trouble than they’re worth.

What to do?

Here’s what I said at the briefing session:

‘First, do no (more) harm. Forget the ads.

Instead, get into the front of medical magazines.

How? By writing articles that editors and readers will love.

Demonstrate your expertise and passion.

Subtly build your brand.

Become an industry thought leader.

Instead of chasing GPs, show how your clinic is genuinely superior to others.

Eventually, GPs will come to you.

And it won’t cost you a cent.’

Second opinion

The team liked the cut of my jib; hence this post.

But what do YOU reckon?

Should the clinic:

• Keep flogging a dead horse?
• Ditch their grand vision and go private?
• Follow my advice.
• Follow your advice (describe).

The situation is critical.

BP is 260 over 12.

We’re losing them …

It’s a … CODE

YOU!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Where have all the comments gone?

We love hearing what you have to say, and stories you might have, so fear not, you’re still able to comment!  We’ve moved the party over to our new place, The Pulse.  Come and join the conversation on this post here.

All this hit my letter box in just two days!

I must get a proper NO JUNK MAIL sign.

Each time my home-made one falls off, I have a Brazil moment.

Someone, somewhere, must benefit from this bumf.

But who?!

• Client companies?
• Ad agencies?
• Graphic designers?
• Printers?
• Paper mills?
• Plantation foresters?
• Walkers?
• Dogs?
• Customers?
• Australia Post?

Certainly not me. How about you?

Do you like receiving unsolicited print advertising?

Is (or was) it part of your business marketing mix?

Captive Audience

Keep Australia Beautiful and Eco Voice want us to read catalogues online

A fine idea. So far, they have … six.

Either it’s early days, or we really like ads in our letter box.

I’ve heard older people look forward to them as bona fide reading materials.

Perhaps the appeal is more widespread.

Perhaps I’m missing the point.

Here’s Australia Post’s take, with a handy link to Do Not Mail.

I wish they cared as much about their rubber bands.

My Do Not Fax registration ran out recently, but that’s another story.

Sign of the Times

With regard to stickers, I could move to Willougby where they’re giving ‘em away.

Maybe NO JUNK MAIL is too terse.

Perhaps I should go with the softer No Advertising Material Please.

I wonder if it makes a difference.

Boxed in

In one of my lean years, I tried a casual brochure delivery job.

By faithfully obeying NO JUNK MAIL signs, I had many brochures left over.

The distribution firm:

• Accused me of not doing my job.
• Ordered me to ignore the signs.
• Threatened to do spot checks in my territory.

When I later found great bundles of fliers dumped in vacant lots, I realised why I wasn’t trusted.

I also saw other ‘walkers’ in action. (Never any kids, though; unlike decades past.)

Some posted so carelessly, the merest zephyr strew their stuff across the street.

Not a good look for the firms who’d paid to feature.

I wrote to several, flagging their wasted budgets.

A couple replied, but without enthusiasm.

Here & Now

As our world hurtles to ruin, I feel the need to query unsolicited print advertising once more.

Therefore, do you:

• Make it?
• Get it?
• Use it?
• Love it?
• Hate it?

We’re at a crossroads.

Show us your papers!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                     Some eBayers are less equal than others.

I’m pretty miffed at eBay.

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

We’ve seen this time and time again.

My latest experience teaches the value of:

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

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

Good News

It began so well …

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

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

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

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

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

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

Bad News

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

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

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

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

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

I was literally being punished for being a good guy.

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

Petra Fried

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

…

Petra*. has joined this session!

Connected with Petra.

…

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

Paul Hassing.

Thanks and how can I be of help Paul?

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

…

Are you still there?

Yes I am here.

What free ads are you referring to?

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

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

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

I understand you would want to avail of the offer.

Let e explain this to you.

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

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

Much reduced than regular sellers.

How much?

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

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

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

Then it’s your option now.

Youc an opt out as a power seller.

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

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

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

OK, Petra. Thank you for your time.

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

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

No worries. If that suits you.

Bye.

…

Petra has left this session!

The session has ended!

Not Happy Jan

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

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

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

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

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

Maybe it’s time for a change.

What do you think of it all?

Has eBay sold out?

I bid you speak.

* Not her real name.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                You’re SO welcome!

We share many stories on this blog.

It’s so nice when one has a happy ending!

Previously on Small Business Owner …

In June 2009, I described my struggle to avert the Yellow Pages juggernaut.

Seems I wasn’t alone.

We thrilled as Steve@Sensis kindly (and bravely) fielded our questions and illuminated the path to freedom.

Despite a January 2010 false dawn (in which books arrived against my registered wish) I’m now officially off the list.

I even have written proof of this joyous happenstance:

Happy Day

This card arrived last week.

It’s the best thing Sensis have ever sent me.

I achieved a paperless state via this site:

www.directoryselect.com.au

It’s simple and elegant and it works much better than a phone call or email.

I’ll have to do it all again in three years, but I’ll take the win for now.

Hip Hip …

So it’s hats off to Sensis.

They listened to their public and took effective, positive action. Eventually.

I no longer feel annoyed at this crowd due to one of their products.

This frees me to enjoy other Sensis offerings, like WhereiS – which is very handy.

What’s more, Sensis have just launched a Yellow Pages app.

This excites me, as it provides even less reason to fell a forest each year.

It also shows Sensis are more hip to the groove than I thought.

Lining Up?

I believe future firms will live or die by this kind of flexibility.

I also see this episode as another pointer to the demise of print publications.

You may disagree, but when was the last time you held an encyclopaedia?

It’s probably safer to say that businesses who go digital to keep pace with customer preferences are more likely to be around ten years hence.

That includes us.

… Hooray!

I’m happy with this ending.

I know others are too.

Are you one of them, or not?

Drop us a line!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                     Facebook: sliced bread or spookarama?

I don’t like Facebook.

It gives me the willies.

I’m only on it because a neighbour plans a Facebook campaign to avert a skyscraper from our tiny street.

I wonder what you think of Facebook.

Best Friend

I have one Facebook friend: my wife.

Yet I’m getting invitations to reconnect with people I’ve not seen for years.

And with whom I parted on less-than-ideal terms.

I don’t wish to hook up with old flames.

I’ve no time for school bullies. (Other than to exact revenge.)

The colleagues I escaped by leaving various jobs haven’t improved with age.

Nor do I wish to:

• Poke people.
• Build a mafia family.
• Tend an imaginary farm.
• Share drunken photos of myself with strangers.

Missing Links?

If Facebook were a country, it’d be the world’s third largest. (Thanks, Irma.)

This is not a number to ignore lightly.

But I know Carol agrees the commercial advantages of Facebook are, to put it very mildly,

elusive.

The only thing I like about Facebook is appearing on MYOB’s wall.

The rest of it drives me up it!

About Face

But let’s be fair.

I’m a big Twitter fan, yet millions think Twitter is useless drivel (because, at first glance, it seems exactly that).

Yet, having mastered Twitter, I think the critics are wrong.

So there’s every chance I’m wrong about Facebook.

Face Off

To me, Facebook seems populated by creeps; foul-mouthed infants; bored stay-at-home folk and ranting, flaming maniacs.

None of whom can spell.

Barely a week passes without some awful media report of an (allegedly) Facebook-related law suit, privacy invasion, hate crime, injury or even death.

I got so spooked by Facebook, I designed this T-shirt.

Am I completely missing the point?

Facing Facts

I expect a hearty debate here.

If you feel I’m wrong, tell us how Facebook helps you or your business.

If you think I’m right, how did you arrive at this position?

Let’s turn my frown upside down and enjoy some

Facetime!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Today we’re pleased to welcome Nicolas Steenhout to Small Business Owner. Nic is the guy behind Accessibility NZ, a web accessibility firm based in New Zealand but offering most of its services worldwide. Nic is passionate about web accessibility and has some great insights to share with you.   Naomi

Having an accessible website means people with disabilities can interact with your site and access your content.  An accessible website also reduces barriers to many people who don’t have a disability.

There is no way to know how many people with disabilities are using the web. We do know that approximately 20% of the Australian population has some condition that affects their activities of daily living, such as seeing, hearing, or moving.  If 1 in 5 Australian has a significant disability, it makes sense to think that a large number of people with disabilities are using the web.

You can implement changes to your site to ensure you’re not cutting out potential customers. These changes will benefit other people as well. Accessibility techniques also apply to non-English speakers, folks who are colour-blind (about 8% of men), the elderly, and a growing number of people using smart phones.

Implementing accessibility doesn’t have to cost the earth.  It generally is better to plan for accessibility at the design phase, because it is more costly to retrofit the website.  But if you have an existing site, you can still make small changes to make a big difference.  Is a small investment worth a potential increase in traffic between 5 and 20 percent? How much have you invested in Search Engine Optimisation already?

Search engines can’t index your content if it is delivered only through images, or Flash. Think of Google as the largest blind user on the internet. If you increase accessibility, you also make it easier for search engines to find your content.

Baby boomers are starting to turn 65. For many of them, small font size that can’t easily be increased or low colour contrast can be a barrier. Grey text on light grey background might be nice from a design point of view, but it is difficult to read.

The internet is a global market. Your audience is no longer simply local. You don’t know if English is your visitors’ native language. Complex sentence structures make it difficult for non-English speakers to understand your content. Simplifying your language will also make your content easier to understand for people with learning disabilities (about 7% of Australians have dyslexia).

Smart phones are growing in popularity. People use these devices to visit websites.  Someone you see staring at an iPhone could be visiting your website.  Does your site work on a Smartphone? Mobile data is still costly in Australia. Delivering content through Flash or Java may not be the best way, even if the phones can handle these technologies.

Were you already aware of web accessibility issues?  What do you think you can do to reduce barriers?

Nicolas Steenhout, Head of Accessibility NZ

                   Barry’s 2:23 video turned a total stranger into a person of interest.

I love flagging superior business communications.

And I’ve been raving about the power of video for readers with the attention span of gnats.

Last month I saw both these elements beautifully combined.

When I woke in the morning, Barry Moltz was a stranger.

By noon, that had changed forever.

All because of his YouTube introduction.

Stranger than Fiction

It began on Twitter, when I RTed* a fascinating Penelope Trunk post.

I saw this was generating hot debate, so I checked to see who else had RTed it.

Four people appeared on my TweetDeck^ screen.

I figured anyone who dug Penelope was bound to be interesting, so I followed all four.

One was Barry Moltz.

As often happens with seasoned Twitter users, Barry followed me back and DMed^† me:

Paul- Thanks for the Follow. Here is a short vid that tells more http://www.youtube.com/watch?v=N8WZ5aTxs4Y Tell me how I can help!

I rarely reply to these DMs as they’re often automatically generated.

But Barry had taken the time to use my name. And you know how powerful that is.

He also mentioned a video.

I thought, ‘I’m too lazy to read who he is, but I could watch a video.’

Then I saw the short in short vid and thought, ‘What the hell? Let’s check it out.’

Fast Impression

I was immediately impressed by Barry’s video because:

• He looked at the camera.
• His voice and body language were engaging.
• He had a nice office.
• The production values (i.e. sound, light, focus) were very good.

Lasting Impressions

I continued to like Barry’s video because he:

• Admitted that his first business failed.
• Mentioned his wife.
• Listed his services without being boring or pushy.
• Held up his three[!] books.
• Joked about how he couldn’t read the one in Korean.
• Described his hobbies (with passion).
• Used cute props to reinforce his points.
• Gave a sense of his success without being up himself.
• Did the whole video in one take.
• Kept it short.

Room for Improvement?

On closer inspection, I sense Barry may have used autocue. This is absolutely fine. But if I found that he did the whole thing off the cuff, I’d be even more impressed.

My only (tiny) quibbles are that:

• The video runs half a second too long and the final frame is unflattering.
• In his DM, Barry could’ve condensed his long YouTube URL (e.g. with bitly).

Mind you, this analysis comes from a bloke who can barely video bats, dogs and birds.

I Want One!

I wish I had a tenth of Barry’s presence.

I wish I had the gumption to make a video just like his.

I keep reading that video is the future, and I believe it.

I believe it, because it worked on me: a writer!

The important question now is:

Did Barry do it for you?

* Retweeted.

^ Free application for easier Twitter use.

^† Sent me a Direct Message.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                 Change = Opportunity.

I just bought a printer.

Usually, this fact would excite only if you needed a printer too.

What should excite everyone is how I bought it.

My method got me a 90%+ user-rated product for 66% of recommended retail price (RRP).

I believe you can replicate this pleasing outcome on other business equipment purchases.

Problem

My HP d145 printer/scanner/fax/copier was aging and thirsty.

These traits I could handle. I dutifully bought expensive ink cartridges and even replaced a print head to revive flagging performance.

But when the d145 told me my barely-used black cartridge was ‘old’ (and therefore unusable) I saw magenta.

And having recently gained three huge new clients, I needed a polite, reliable replacement.

Fast.

Research

I assumed that in six years since buying my d145, printers had changed beyond recognition.

But because I was so busy (and am not very technical) I didn’t want to spend days researching and comparing myriad models.

So I got onto Twitter and said something like:

My d145 is old & cranky. I need a reliable replacement. Any ideas?

In minutes I had three responses. Two pointed to the same solution: a Canon Pixma.

I asked for details and got glowing reports. I didn’t know these people, but for some reason I trusted them.

I guess it was like offering a prayer, then following instructions.

Choice

With only four Pixma models described on Canon’s clear, well designed website, I swiftly narrowed my choice to the MX870.

Having been told to trust God but tie my camel, I Googled ‘MX870 review’. The ratings were universally high (and uncommonly so for such a potent source of office angst).

I was convinced.

Price

Confident I could do better than $299 RRP, I sussed prices using my old mates shopbot and getprice.

Right away I found $250 plus delivery.

I next checked JB Hi-Fi, who offered $249 with free delivery.

I was getting warm, but wanted MORE.

So I visited Officeworks as a control* and Lo! There it was: $199 delivered.

SOLD!

Joy

This entire exercise took 1.5 hours.

Decades ago, to get bang for my capital buck, I’d have to ring around (then physically visit) multiple retailers. What business owner has time for that?!

The internet has truly made shopping a breeze.

Tech-savvy readers will be familiar with my method.

If you’ve picked up a tip or two, please tell us.

And if you’ve more wisdom to share, please do so.

I can’t wait

to print it!

* And because they impressed me here.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                      Safe and sound.

                                                           FINALLY!

For years I’ve lived in fear of losing the Empire Über Komputer to fire, theft, lightning, coffee or head crash.

The loss of my data and documents would be commercially (and emotionally) cataclysmic.

Despite this, my back-up efforts have been patchy.

Until now.

Chequered Past

In the Pre-Feistian Period, I backed up treasured works by printing them.

My first electronic back-ups were so modest, they fitted onto 3.5 inch floppy disks.

Then came the relative awesomeness of the Iomega Zip drive.

This was soon eclipsed by CD ROMs.

Which gave way to DVDs.

Even these wilted before the might of the Maxtor external hard drive.

Which turned out to be a lot more hassle to use than the 2, 4, 8, 16, 32 (etc) gigabyte USB sticks (thumb drives) I collected.

Now yet another methodology has come to the fore.

And for the first time in history, I’m backed to the hilt.

Hairy Potter

My approach to backing up was as fragmented as the above media list.

I did it when I remembered.

Or had nothing better to do.

Or when I created something of such beauty and value I couldn’t bear the thought of losing it.

On average, I’d say I backed up once a quarter. Tops.

BAD copywriter!

But wait, there’s more …

The results of these sporadic back-ups were variously stored – in folders behind me, or draws beside me.

Sometimes I hid them in Building B of The Empire Buildings (my tool shed).

Once I even invoked the power of offsite storage by handing a back-up to my parents who, having misplaced it, denied ever having received it!

Reviewing this fragmentary record, I’m damned lucky I didn’t come seriously unstuck.

Line Call

You may have seen Arthur from Carbonite commenting on this blog.

Thanks to him, I’ve just completed my first online back-up.

As of last Friday, double-encrypted duplicates of every file I have are stored somewhere in America.

Hopefully in Alaska or Nevada or … Midway!

Any time I change one of my files, its US doppelganger mirrors that change soon after.

It’s early days, but this appears to be rather cool.

When I first heard of Carbonite, I did NOT like the idea of zapping my personal and business files through the ether.

Let alone to some unknown crowd in Yankeeland (no offence to our American friends).

But Arthur put a local face to this newfangled approach.

Guiding me on Twitter, he diffused my fear and ignorance to the point where I felt confident enough to give it a shot.

I’m running out of space in this post. But if you’re interested in my Carbonite experience, I can detail it in a follow-up.

Back Me Up Here

For now, I’d just like to say I’m delighted to have ditched my chronic, nagging data loss dread.

Can you say the same?

What’s your back-up regime (if any)?

Do you stick to it?

What would happen if the Great Spirit smote your IT with drive-frying thunderbolts?

And what do you know about this online* back-up caper?

Think back.

And come forward.

Your call will be recorded.

* If you feel online back-ups aren’t for you, perhaps I can interest you in a pre-loved, easy-to-use Maxtor!

Paul Hassing, Founder & Senior Writer, The Feisty Empire

                                                      Speed = Armour
                                                   Knowledge = Power
                                               Forewarned = Forearmed

My relationship with Google is troubled.

Yet I’d be remiss if I didn’t make sure you’re using Google Alerts.

They’re an extremely handy way to track what’s being said about:

• You.
• Your clients.
• Your business.
• Your products and services.
• Your competitors.
• Your industry.
• Any other topic you choose.

Remember those media-monitoring firms who charged top dollar to cut and paste newspaper articles for brand-conscious clients?

Google Alerts wipes the floor with them.

Instantly, constantly and for free.

What are Google Alerts?

In a nutshell, Google Alerts are mini search ‘robots’ that automatically scour the internet according to simple parameters you set.

The best way to comprehend them is to:

1. Go to http://www.google.com/alerts
2. Type a Search term in the top left box (e.g. your industry sector).
3. Press the Preview results link.

Chances are you’ll see something so fascinating, you won’t finish reading this post.

Make your search personal, and you could be up all night!

Checking out the three drop-down lists will show you all you need to know about configuring alerts.

Being a paranoid, completist control-freak, my alerts are set to Everything, as-it-happens, All results.

So are these things for you?

Benefits

In running several Google Alerts for the last year, I’ve received welcome emails flagging:

• A bodgy website repackaging my content and pretending it’s theirs.
• Complimentary media articles about my clients that none of us knew of.
• Other articles of interest to my clients, giving me perfect reasons to keep in close contact.
• Fans I’ve never heard of referencing and linking to my content in very positive ways.

I’ve also learned that words really do have wings.

And that everything you say on the web stays on the web.

This intelligence has made me better informed and more circumspect in my business and personal dealings.

I believe Google Alerts will do the same for you.

What’s Being Said about YOU?

If you’ve not tried a Google Alert, I suggest you do and let us know what you find.

If you’re already into them, I’d love to know what advantages (if any) they’ve given you.

Pray inform us.

We’re watching with interest.

Paul Hassing, Founder & Senior Writer, The Feisty Empire