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.

You’ll also find this post at The Pulse

Who gets your support?

I’m a mercenary bastard.

I support charities, but chiefly to avert unpleasant dentist experiences.

I’ve supported everyone from The Big Issue to Greenpeace, but only fleetingly, haltingly and superficially.

I’ve read a hundred times that true happiness comes from serving others.

It can also be rather good for business and branding.

So why don’t I bloody-well do it?

Meanie

I tried editing The Greens’ newsletter, but found it too distracting.

(I hate working for free, so I put my paid work first.)

I donated to Animals Australia, but I didn’t go to their rally.

(I hate crowds.)

I seem unable to:

• Choose a cause.
• Stick with it.
• Make a significant, lasting contribution.
• Give of myself.

Not so my amazing clients.

Kind Souls

Mike Boyle of Banjar Group donates ALL the proceeds of his excellent book to The School of St Jude in Tanzania.

Helen Robinett of Image Quest is right into Big Brothers Big Sisters. Here’s what she says:

BBBS is a program run by Try Australia (a 128-year-old Melbourne charity supporting young people and their families).

Why? Easy. Because I had the good fortune to be raised in a stable home with two parents who cared about me. Capable, loving souls who had a crack and did alright I reckon.

I later discovered that what I had is not so ‘normal’. So many kids get a rough start with parents who are doing their best with what they have under difficult circumstances.

I reckon it takes a whole community to raise a child and that’s enough to motivate me to do what I do on the board for Try and BBBS Melbourne. I’ve been actively involved for the past 8 years as a director and 3 years as chairman.

We run a $32m business to support our programs, so as a charity we’re responsible, not hoping for govt handouts. They dry up! We have a couple of major events to raise funds and that’s it. In November we have a BBBS fashion parade.

What I get out of it is huge! Certainly more than I give. I’ve surrounded myself with board directors who are much smarter in ways I’m not. I’ve learned valuable business skills that are serving me well. I also get to hang out with some really cool people.

I’m setting a great example for my daughter in terms of what community means. Walk the talk baby. Don’t just say it, do it! I know I’m a better person for what I do and that’s good enough for me. I only need to answer to myself, no-one else. Bonus is that kids who need it the most benefit from the choice I make every day.

So because of this, I give to nothing else. I’m so clear on what I DO that I don’t have to worry about what I DON’T! I don’t even put money in a tin. And it doesn’t bother me. I get HIGH on what I choose to DO instead! That’s it.

Helen and Mike have connected with a cause and followed through – at length and in depth.

Does this mean there’s hope for the rest of us?

Give it up

The first half of this post was about me, me, me.

What’s far more interesting is you, you, you.

• Do you have a No. 1 cause or charity? (You can add a link to their site.)
• If not, why not?
• If so, how or why did you choose it?
• In what way/s do you support it?
• What, if anything, do you get from doing this personally?
• Finally, does ‘doing good’ help your business or brand?

Your contribution could well make me a better human being.

So please, give generously.

(I gave at the office.)

Thank you for your support!

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.

True love at last?

Thank you for reading Part 1. (If you haven’t, here it is.)

So there I was, clutching my mouse mat with anticipation of my bank’s direct message (DM).

Sure enough, it came through, requesting my contact number.

I replied that, since all prior phone conversations had failed, I’d rather communicate by email.

My bank agreed, so I sent my email address.

Minutes later, my phone rang.

Cold Call

It was my bank:

Hi, Paul it’s Con* here. I understand you’d like to talk about your home loans?

Hi, Con. Did you just get referred to me by your Twitter colleague?

Yes. Now, how can I help you?

Did your Twitter colleague not tell you I wanted to do this via email?

It’s my preference to do it by phone, Paul. Now, before we start: this call may be recorded for training purposes …

Con, I don’t want to do this by phone.

No worries, Paul; what’s a good time to call you back?

I got off the phone and DMed my bank. Having since deleted our DMs in frustration. it went something like this:

Nice. I ask politely to be emailed and I get another phone call!

I’m so sorry! I specifically requested them not to call you.

I appreciate your efforts, and I realise big systems can thwart good intentions. But I feel I’m flogging a dead horse here.

I’m still really keen to help you.

Thank you, but never mind. It’s futile. I’ve wasted enough time on this exercise.

In a fit of pique, I then un-followed my bank, making it impossible for them to DM me. I scanned the public Twitter domain (where we’d met) to see if they’d try a shout out, but they didn’t.

Write Down

The next day, after writing Part 1 of this story, I realised my un-follow was churlish.

I was also possibly doing myself out of a (happy?) ending.

So I re-followed my bank. They were still following me, so my next DM got through (verbatim):

Me again. Now that I’ve written this up http://bit.ly/oJZEXh I realise I need to give you 1 more chance to help me via email …

… I’ll be writing Part 2 on Monday. How the story ends is up to you. Please, no more phone calls!

My bank DMed:

Hi Paul, I’ve escalated this & you’ll receive an email from our team tmrw as we’re still really keen to help

With my mouse mat now chewed to pulp, the email finally arrived:

Hi Paul,

I hope you are well.

Barry* from the Twitter team has asked if I can help you with your Home Loan enquiries.

Firstly, please allow me to apologise that a call was made to you despite your request for an email only. I assure you our intention was to provide you with a high level of service it was not to cause you any frustration.

To help me get the information you are after regarding interest rates can I ask that you explain what you are after in terms of your lending.

For example the Line of Credit is not actually a product offered by SomeBank* so we can not offer a comparison. However perhaps if we change it to variable rate loan we maybe able to offer something on the interest rate?

Just so you know I have already been in touch with your banker regarding your loans so we can see what we can do for you, he just wants a little background information so he can respond appropriately. Also we will communicate as much as possible via email however there maybe times where it is best to chat via the phone.

I look forward to your email and seeing what we can do for you.

Sheryl*

Specialised Case Manager

Special Treatment

I certainly felt like a specialised case. But would there be management? I emailed:

Hi, Sheryl.

Many thanks for your email.

Thanks also for contacting my banker. (Who is he, by the way, and where?)

This is my current situation:

LOC:               6.97%

HOME:           7.17%

Yet I’m seeing rates as low as 6.69% from several institutions.

I consider myself a stable and reliable client. (Please correct me if I’m wrong!)

A glance at my accounts will show my financial situation is steadily improving.

I’d like to forge a long-term partnership with you guys so that when I’m black in the black, you can handle my investments.

I’d therefore like my two rates to reflect what the market is offering.

I’d also like a break on my annual and monthly fees.

Most of all, I’d like to achieve a positive result without any more faffing around.

I’d like you to say what you can do, rather than what (and why) you can’t.

If you can’t do anything for me, that’s cool. Just say, ‘SORRY PAUL, NO CAN DO!’ and I’ll move on.

I’ve invested so much time trying to communicate with you guys, I’m very, very close to the point where it’s just not worth the effort.

In trying to save less than $2000 per year, we’re really not talking sheep stations.

I could’ve (should’ve!) earned that much in the time I’ve invested in this process.

I’m trying to be reasonable, Sheryl; but if you disagree, we should probably just call it quits.

I don’t want to waste your time too.

Best regards, thanks again and good luck!

P.

Sheryl emailed:

Hi Paul,

Thanks for a prompt reply.

I have included your banker Bert* into this email so you can both have some fruitful conversations about your loans.

Bert will be able to assist you and take a look at your profile and see what we can do.

Dont worry I will be here in the background to make sure you are taken care of.

Have a great weekend.

This was better. I felt like I’d made progress.

Maybe, just maybe, I would have a great weekend.

…

Then I heard from Bert.

<<<<<<    INTERMISSION 2!     >>>>>>

Egad! We’re still not done!

Will Bert save the day or sink the fleet?

Will professional passion trump passive aggression?

For the answers to these and other mind-snapping questions, don’t miss the (final?!) gripping episode of: A Fool & His Money, Part 3!

Meanwhile I warmly welcome your ideas, observations and stories.

 * Not his/her/it/their real names.

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.

Introducing The Pulse!

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

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

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

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

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

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

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

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

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

So now it’s time to pack those boxes.

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

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

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

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

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

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

Emma Mulquiney | Online Editor MYOB

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

                                                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

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

Today we welcome back Leah Klugt from The Golden Goose. Leah recently transformed her business’ name and brand and kindly shares her experience and insights with you. Welcome back Leah!  Naomi 

What’s in a name? That which we call a rose by any other name would smell as sweet – or would it?

Brand Power – Demonstrated.

It’s not often in the design world that you get to see direct results. Sure –  we know our service works! We know that customers choose based on design. We know that a well branded business enables you to be easily recognised and remembered by your target client.

I’ve taken the opportunity to use my own business as a case study for others –  to prove it works.

The Old Me

I now shudder when I think about our previous name and branding. “Inkblot Design Studio”, ugh! How wrong it was for the type of business I run, and how wrong for the clients I get!

When your business image doesn’t match your business’ personality –  you have a brand problem that needs to be solved.

As a graphic design and branding firm, it felt completely hypocritical for me to feel the way I did about my old branding and name. Particularly when coaching clients through the branding process!

Where is the Passion?

Another thing our old branding lacked was the brilliant passion that shone through the whole customer service experience.

When you aren’t passionate about the image of your business –  you aren’t proud either. This has a significant effect on how bold you are in your actions for your business.

A striking business card on thick stock with an embossed logo mark on the front is going to get you going far more than something you printed out at home!

Just Do It

It got to the point that it was a “now or never” scenario. The studio had been alive and kicking for just over a year. It was like it had self-actualised over that year.

Since I was so unsatisfied with the name and branding –  why not change it? Why not give the business the vibrancy and passion it deserved? Why not hand some of this energy to our clients, and make them see the quality of the service they were receiving reflected in our branded materials?

I didn’t want to wait any longer…  I didn’t want to continue trading with the way I felt.

This is where The Golden Goose Design Studio was born.

The New Me

The Golden Goose was like plastic surgery gone right! From ugly duckling to gorgeous swan (or goose!).

From the decision to change the business name til the launch was less than 2 months. This included a complete name change, new business branding, new business newsletter, blog, website, complete new set of branded business materials and a complete overhaul of everything from business cards to the studio’s terms and conditions.

When I decided to rename and rebrand my business I hadn’t in a million years dreamed of the work that would fall into my lap the following month.

By accurately reflecting my business’ personality in both the name and the branding –  I had completely changed people’s perspective of the business and were suddenly landing the better contracts that we were targeting.

Not only had I changed other’s view on the business, but I had also changed mine. It now has the capacity to be the business I always knew it was.

Exciting times!

Have you ever renamed or rebranded your business? What affect did it have? Or is it still holding you back?

Leah Klugt, The Golden Goose

                                                  The world’s changing
                                                   … at record speed.

Snuff, heliographs, dreadnoughts, ticker tape, space hoppers …

The obsolescence list is long.

Last week I learned what happened to US Blockbuster for not switching from DVDs to movie downloads.

It can be fascinating to watch slow-motion disasters.

But what if the light in your tunnel is on the front of a runaway train?!

Ad Unaware

You may have heard that 24 of the world’s top 25 newspapers are in record decline*.

Seth Godin has predicted their death for yonks.

Yet as little as two years ago, I was still planning my fiscal future around printed job ads that today barely exist.

Reading Joanna Maxwell’s excellent post on risk, I recalled the massive shift I had to make to ensure my survival.

But rather than rebore you with my incredible journey to the Land of Blog, I’d like to know if and how you’re future-proofing yourself and your business.

For instance:

• Could your present skill set soon be irrelevant?
• Might current barriers to entry melt away, leaving you open to competition?
• Could global warming make your product or service range unviable?
• Will legal, social, economic or technological shifts render your sector obsolete?

Confusion & Change = Opportunity

The good news is that not all change is bad.

Even the foulest wind is good for some.

Our Naomi has hung her safe-party shingle just as kids are getting smashed and stabbing each other to death.

Inflatable jumping castles may not ride this wave of change so well.

The New You

I’d like this post to record what lies on your horizon and how you and your business may (or may not) cope.

Go ahead.

Tell us your future.

We’re looking forward to it!

If not, check out 3:27 in this amazing video.

Paul Hassing, Founder & Senior Writer, The Feisty Empire

Today we welcome back Malcolm Owens to Small Business Owner… 

Working in small business can lead to feeling apart from the wider world. Time and achievement demands weigh heavily. Always frantic, balancing current workloads with the flow of new business, time at work and home. Never relaxing, always busy, trying to get ahead. A constant feeling of getting sucked into the doom loop.

Achieving is a philosophy for life. It’s a way of living that leads to remarkable results on all levels. To do that we must be very clear on what we want and free the time and mental space to achieve it.  Here are 5 steps to help you:

1. Living with change

Serious achievers embrace change. They’ve learned to get comfortable with the unknown. To lead your field, to lead in life, you must be at the edge. Having the edge means finding the courage to take a risk and have a go. Uncertainty is big opportunity for those that lean into the ride.

2. Taking the time

In the business or on the business? Reality dictates both but most only manage the first. Find the space for creative thought. Break through your own busyness or remain as a hamster on the wheel. Have the courage to try something different. No, it’s not easy but the truly important things rarely are.

3. Plan to succeed

Set yourself goals and write them down. Commit and measure yourself weekly. Short and long term. What can you do today to make a difference?  Successful companies are so because they set targets and go after them. They measure their results and take action. Too small to do that? Think again.

4. Take responsibility for your results

No blame. No excuses. No way. If things aren’t going to plan ask ‘what am I going to do about it?’ And do it.

5. Action

Quite simply the most important ingredient for success. Set aside 30 minutes a day to look at the big picture, the view from the bridge. What do you see from up there, forest or trees? Look at other industries, what do they do well? Find something to apply to your business and stand apart from your competitors. Small things can make a big difference.

Do you have the courage to make a difference? What are you prepared to do today to make it happen?

Malcolm Owens