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Issue #23September

Adam McGown,

Pro-Action Plumbing

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‘Sense of Urgency’ Reaps Rewards��������������

Dale Beaumont�����������������

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Change The Channel

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THE #1 TRADESMAN LIFESTYLE MAGAZINE

TIC Member Support Line

Unlimited Email & Fax Support Email us today on info@tradesmaninnercircle.com.au

If email is preferably your thing, then at the dead of night when the questions pop into your head, email us with your thoughts and questions.

It is our commitment to help you develop your business into whatever you want it to be.

Help When You Need ItTo#our#Members,

You#are#never#far#from#help.

Unlimited#Phone#Support#Call#us#whenever#you#need#us#on#1800#704#822

Your%direct%access%to%pick%our%brains,%ask%ques3ons%or%simply%to%bounce%some%ideas%off%us,%whatever%the%reason.%

Welcome'

! Welcome%and%Happy%Fathers%Day%all%the%dad’s.%Hope%you%were%thoroughly%spoilt%as%I%was.%Nothing%beats%a%home%made%paper%mache%dinosaur%money%box%to%sit%in%the%office%(check%him%out%on%page%12).

Spring%is%officially%here%and%the%warmer%weather%has%seen%me%spending%many%weekends%diving%for%lobster,%and%what%a%monster%I%caught%on%Fathers%Day%(check%out%the%feed%we%enjoyed%on%page%12)

So,%on%a%business%note,%have%you%100%%completed%your%financial%year%end%for%2010/11?There’s%nothing%more%rewarding%than%mee3ng%with%your%accountant%to%totally,%100%%completely%and%uSerly%finish%the%year%end,%paperTwork%signed%and%we’re%done.%What’s%even%BETTER,%is%finding%out%you’re%geXng%some%money%back%from%our%friendly%ATO.%Excitement%PLUS.%So%what%do%I%do%with%the%money?Great%ques3on.A%huge%grin%cracks%the%face%on%thinking%about%taking%a%quick%trip%to%the%warmth%of%Fiji%with%the%family%or%perhaps%a%purchase%of%4%new%mag%wheels%for%the%ute%to%snaz%it%up%a%tad…%all%sounds%great,%but%the%truth%be%known,%the%money%MUST%and%WILL%go%into%the%bank.%Why?%Because%Adam%McGown,%our%featured%Pla3num%Member%from%ProAc.on%Plumbing%in%Melbourne%has%a%really%great%point%about%‘saving%for%a%rainy%day’.%I’ll%let%him%tell%you%all%about%it%on%page%5.

In%saying%that,%if%Adam%had%his%hands%on%the%money%I%know%EXACTLY%where%it%would%be%spent!%Check%out%his%hobby.%I’m%sure%it%sucks%a%great%deal%of%$$.%Lucky%the%business'turnover'has'increased'by'

300%'in'2'years.%No%beSer%a%mo3va3on%Adam!

The%countdown%for%Boot%Camp%has%begun,%and%with%90%%of%members%having%confirmed%their%aSendance,%we'are'pumped!%%The%ques3on%now%is;%have%you%booked%flights%&%accommoda3on?%If%not%do%it%NOW%because%we%have%the%most%amazing%guest%speakers%that%will%guarantee%to%line%your%pockets%with%cash%once%you%implement%the%knowledge%they%share…

AND%we%have%2%MORE%to%reveal%today%T%Dale%Beaumont,%%award%winning%entrepreneur,%author%of%16%bestTselling%books%and%Australia’s%Next%Genera.on%Business%Strategist%(check%him%out%on%page%14),%AND%Taki%Moore,%The%McGyver%Of%Marke.ng%(page%13).

We%are%lucky%enough%to%call%these%two%very%masterful%people%our%friends%and%hence%have%twisted%their%arms%to%ensure%they%deliver%their%very%best%stuff%to%you!%You’re%NOT%going%to%want%to%miss%this…

REMEMBER:%Dinner%is%arranged%for%Friday%night%(21st%October)%at%a%smick%Sydney%city%skyline,%eatTyourTheartTout%loca3on.%Details%to%come%but%for%now,%LOCK%IT%IN!

So.%what’s%in%store%in%this%month’s%issue?%%Let’s%get%straight%into%it…

This%Month

TradeTalk 1

Andrew

Sense%of%Urgency%Reaps%Rewards.%Proof%it%works…%Page%2

Member%Profile:%Adam%McGown,%ProLAc.on%Plumbing…%Page%4

Triple%the%traffic%to%your%website%in%45%minutes.%My%top%3%secrets%revealed…%Page%6

6%Tips%to%a%successful%family%business…%Page%8

FREE%Michael%Gerber%talks%‘Four%Mindsets%of%an%entrepreneur’…%Page%9

Change%the%Channel%to%increase%leads…%Page%10

Lobsters%and%dinasours%for%Fathers %Day…%Page%12

Meet%the%McGyver%of%Marke.ng,%Taki%Moore…%Page%13

Meet%Australia’s%next%genera.on%business%strategist,%Dale%Beaumont…%Page%14

Mac%in%Business…%Page%16

Cool%iPhone%Apps%for%tradies…%Page%17

I

Lay it on the plate.........

2 TradeTalk

PROOF THAT LIVING WITH A SENSE OF URGENCY REAPS REWARDS

‘I'have'been'impressed'with'the'urgency'of'doing.'Knowing'is'not'enough;'we'must'apply.'Being'willing'is'not'enough;'we'must'do’%~%Leonardo%da%Vinci

was%inspired,%% and%thanks%to%this%young%entrepreneur%I%face%the%% business%with%new%energy%and%focus%to%achieve!!

But!I’m!jumping!! ahead…let!me!tell!you!how!this!all!came!about.

I%was%aSending%a%2day%Marke3ng%Seminar%as%a%guest%of%the%one%and%only%Taki%Moore%(one%of%an%amazing%line%up%of%speakers%at%our%up%and%coming%Boot%Camp%in%October)%.%The%room%was%filled%with%eager%students,%male%and%female,%mid%20’s%through%to%60’s,%pens%poised%to%capture%every%word%from%the%mouth%of%the%marke3ng%genius.

Aqer%the%first%day%of%Taki%sharing%his%best%kept%secrets%on%‘mastering%conversion’,%and%with%a%workbook%of%notes%burs3ng%for%applica3on,%the%group%disbanded%all%homeward%bound%ready%for%a%relaxing%evening%with%the%family%and%what%should%have%been%an%early%night.

For%me,%that’s%exactly%what%it%was%–%reading%books%with%the%kids,%an%early%dinner,%‘home%and%away’%watched%on%t.v.%(did%I%really%say%that!)%and%bed%before%10pm%ready%for%day%2%with%Taki…%but%for%some,%there%was%a%completely%different%picture%to%paint.

On%arriving%at%the%seminar%Day2%we%were%asked%to%openly%discuss%

what%we%learnt%on%the%previous%day,%and%that’s%when%my%jaw%hit%the%floor!%The%group%flicked%to%yesterday’s%worksheets%to%rehash%the%learnings%and%key%‘takeTouts’%of%the%day,%but%there%was%this%one%person,%a%young,%funny,%friendly%guy%named%Simon%that%I%will%never%forget.%

Simon%proceeded%to%not%only%inform%us%of%his%key%learnings,%but%the%ac.ons,%the%physical%applica.on%he%made%to%his%business%the%previous%night%–!I’m%talking%he%made%specific%changes%to%the%copy%on%his%website,%designed%a%new%6%step%email%autoTresponder%sequence%received%by%his%prospects%and%documented%a%new%idea%with%regard%to%a%FREE%bonus%offer.%

Simon%was%already%at%a%point%that%he%was%tes3ng%his%changes%with%posi3ve%results%and%it%was%only%9am%in%the%morning.%He%did%this%on%his%own%accord,%with%no%gun%to%his%head%or%carrot%dangling%inTfront%of%his%eyes.%He%did%this%within%the%same%3me%frame%between%day%1%and%2%that%we%were%all%given,%yet%this%one%single%man%had%excelled%his%learning%far%above%us%all.%Want%to%know%why?

Simon%had%basically%worked%with%a%‘sense%of%urgency’%and%elevated%his%learning%from%‘knowing’%to%‘doing’,%that%within%that%split%second%was%the%

most%inspiring%proof%I%had%that%this%aXtude%and%approach%to%life%reaps%rewards.%He%called%it%his%‘24%Hour%Rule’.%Items%he%considered%important%where%ac3oned%(where%possible)%within%24hours.

It%is%no%secret%to%say%that%successful%people%act%with%a%sense%of%urgency.%They%are%mo3vated%by%the%need%for%achievement%and%hence%ideas%are%turned%into%ac3ons%far%quicker%than%BugaX%Veyron%Super%Sport%–%the%fastest%car%in%the%world,%0%–%60%seconds%in%2.2seconds!

Now%I’m%sure%you’ve%experienced%this%heightened%sense%of%achievement%when%your%‘doTto%list’%as%long%as%your%arm%was%completed%within%a%crazy%short%3me%period,%and%why?%all%because%you%had%a%plane%to%catch%for%your%annual%family%holiday.%Yes,%a%deadline%that%made%you%act%with%a%‘sense%of%urgency’.Imagine%what%you%could%achieve%if%you%func3oned%like%this%on%a%daily%basis?

So%today,%I%want%you%do%to%exactly%what%I%did%aqer%hearing%Simon%spill%his%‘ac3on%story’.%It’s%3me%to%ditch%the%passive,%inac3ve%nature%and%start%looking%at%your%business%with%a%‘sense%of%urgency’.

Tell%yourself,%“Today,%I’m%going%to%make%a%change%and%act%with'a'‘sense'of'urgency’.%And%the%two%ac3ons%first%on%the%list%are%…”

INTRODUCING!THE!TRADESMAN!INNER!CIRCLE!IPHONE!&!ANDROID!APP

Now!you!can!access!our!free!content!all!in!the!one!

convenient!locaNon.!Allow!us!to!help!you!make!the!right!moves!to!ensure!your!business!and!life!success

If!you’re!on!your!iPhone!you!will!find!it!in!the!app!store!by!searching!Tradesman!Inner!Circle.!For!Android,!search!for!us!on!your!handset!in!the!Android!Market.

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4 TradeTalk

Tradesman Inner Circle Member Profile

Tell%us%a%lible%about%your%situa.on,%business,%family%etc….

PAP:%%I%completed%my%appren3ceship%in%1996%with%the%Gas%&%Fuel%Corpora3on%of%Victoria,%at%the%Thomastown%Depot%in%the%northern%suburbs%of%Melbourne%and%I%loved%every%minute %of%working%there.%%We%were%provided%with%endless%training%and%every%opportunity%to%further%our%%skills%and%knowledge.%%Unfortunately,%or%fortunately,%a%change%in%state%government%saw%the%Gas%Company%priva3sed%and%divided%into%various%sec3ons.%%Aqer%my%appren3ceship%was%finished%I%was%given%a%redundancy%package%and%started%work%for%the%new%gas%contractor%straight%away.

I%stayed%with%this%company%for%10%years%as%a%contractor%doing%gas%appliance%maintenance,%installa3ons%and%fiXng%lines.%Over%3me%the%company%changed%and%I%decided%it%was%3me%to%move%on%and%try%my%luck%working%in%my%own%plumbing%business.

Aqer%going%it%alone%for%the%first%4%years,%I%then%had%a%major%motorcycle%accident.%%This%forced%me%to%decide%whether%to%go%back%on%wages%or%employ%staff%to%help%with%the%workload.%%Luckily%I%chose%to%employ%staff%

and%now%we%have%4%plumbing%trucks,%a%secondTyear%appren3ce%and%an%office%assistant.%%Soon%we%outgrew%my%garage%and%moved%into%a%factory%in%Ringwood.

My%family%consists%of%my%wife%Darlene,%who%has%her%own%career%at%Monash%University,%and%2%daughters,%Bianca%12%and%Keeley%10.%%%We%also%have%a%66%Mustang%and%am%currently%building%a%65%Mustang.

TIC:%What’s%the%biggest%challenge%you’ve%faced%in%the%last%12%months?

PAP:%%The%biggest%challenge%in%the%past%12%months%has%been%finding%suitable%plumbers%to%work%with%us.%%Another%major%challenge%has%been%seXng%up%computers%and%invoicing%systems%based%on%price%book%and%codes.%%

TIC:%How%have%you%tackled%that%challenge?

PAP:%%Aqer%many%wasted%interviews%I%quickly%learned%to%qualify%the%candidates%over%the%phone%more%extensively.%%Luckily%we%now%have%a%seSled%group%who%seem%to%love%their%job.%%This %has%taken%a%huge%load%off%of%me%personally%and%freed%up%more%3me%to%quote%and%give%clients%the%aSen3on%they%deserve.%%As%soon%as%we%found%our%computer%guru,%who%we%can%ask%silly%ques3ons%to,%we%now%have%help%only%a%phonecall%away%at%any%3me.%%This%guy%is%worth%every%cent!%

TIC:%Where%do%you%see%your%business%in%5%years?

PAP:%%The%busines%in%the%next%5%years%will%see%me%stepping%back%as%the%face%of%the%business%and%having%a%leading%hand%who%handles%day%to%day%opera3ons.%%

TICAdam McGownPro Action Plumbing Victoria

“TIC has given me the confidence and support to grow the business: PLUS an increase of 300% in 2 years”

TradeTalk 5

We%also%will%be%moving%towards%doing%more%retail%public%work%and%having%an%internet%and%adver3sing%presence%(at%the%moment%we%do%NO%adver3sing!)%%This%should%allow%me%to%spend%more%3me%on%my%american%car%interests.

TIC:%%What%are%the%top%3%things%you%have%learnt%about%business%that%you%would%recommend%to%others%and%WHY?

1.%%Bring%in%and%pay%experts%in%their%field%to%do%the%work%for%you,%ie%computers,%invoicing,%and%other%trades%to%free%up%your%3me.%%You%will%be%pleasantly%surprised%to%learn%that%there%are%other%people%out%there%as%good%at%their%job%as%you%are%at%yours!!

2.%%%Always%have%3%months%worth%of%business%expenses%set%aside%for%a%rainy%day.%%This%will%help%you%sleep%beber%and%stress%less%as%even%if%the%phone%doesn't%ring%for%3%months%or%a%major%problem%arises%(loss%of%staff,%health%issue,%family%problems,%etc),%you%

will%be%able%to%have%.me%to%react%to%the%situa.on,%keep%the%doors%open%and%make%your%next%move.

3.%%Check%and%compare%your%suppliers%prices%monthly.%%They%tend%to%creep%upwards%in%price%aqer%a%short%amount%of%3me.%%Don't%be%afraid%of%changing%your%suppliers%if%they%don't%play%ball%with%pricing%and%service.%%Have%a %good%rela3onship%with%your%branch%managers%and%constantly%check%your%invoices%for%price%creeping.%%This%will%let%the%manager%know%your%on%the%ball%and%he%should%do%the%same!%

TIC:%%How%have%you%and%your%business%changed%since%joining%TIC?

PAP:%%Since%joining%TIC%my%vision%for%the%future%of%the%business%has%changed%drama.cally.%%Andy,%Ange%and%Shaun%have%given%me%the%confidence%and%support%to%grow%the%business%and%%make%more%money%than%ever%before.%We%now%have%easy%to%use%systems%and%a%much%

more%professionally%run%business.%%Our%turnover%has%increased%by%300%%in%2%years!!%%And%as%the%business%grows%further,%I%know%I'll%have%the%support%of%TIC%whenever%the%need%arises.%%Andy%is%just%a%phone%call%away!%%

TIC:%%Tell%us%something%quirky%about%yourself%that%your%buddies%don’t%know?

PAP:%%I%watch%Home%&%Away%every%night%at%7pm%with%my%2%daughters!%%I've%also%seen%every%episode%of%The%Hills!!%%

TIC:%%Who%would%you%most%like%to%have%lunch%with%and%why?PAP:%%Steve%Waugh.%%%He%may%not%have%had%the%greatest%natural%talent,%but%he%got%every%ounce%out%of%himself.%%His%grit%and%determina3on%as%captain%meant%his%side%could%win%from%any%situa3on.%

Lindsay%Fox%(founder%of%LinFox%Transport%Group).%%He%started%with%one%truck%collec3ng%boSles %for%Courage%Breweries%and%grew%that%into%one%of%the%largest%transport%groups%in%the%country.%%He%now%owns%airports,%Philip%Island%Grand%Prix%Circuit,%amongst%other%things.%%

TIC:%%Favourite%tool%and%why?

PAP:%%I%would%have%to%say%the%humble%Ridgid%K1500%Sewer%Machine.%%This%tool%makes%money%and%very%rarely%lets%us%down.%%It%takes%care%of%a%messy%job%with%minimum%fuss.

My%Blackberry.%%I%don't%know%how%plumbers%did%business%without%a%mobile%phone%in%the%past!

LOSTIN THE

WEB

6 TradeTalk

45 MINUTES TO TRIPLE THE

NUMBER OF PEOPLE COMING

TO YOUR WEBSITE EACH MONTH

% ast%month%we%% discussed%the%importance%of%poten.al%customers%being%able%to%easily%find%your%website.!Without%visitors%(known%in%the%industry%as%“traffic”)%coming%to%your%website,%you%really%have%nothing%more%than%an%expensive%brochure.%This%could%be%compared%to%opening%up%a%shop%on%a%busy%pedestrian%street%versus%opening%one%down%a%back%alley%that%noTone%walks%past%or%can%find.

In%this%ar3cle,%I%reveal%my%top%3%secrets%in%how%to%triple%the%number%customers%coming%to%your%website%each%month%–%in%as%liSle%as%45%minutes.

The%first%strategy%is%to%look%at%your%domain%name%or%“URL”.%Your%domain%name%is%the%word(s)%that%come%aqer%the%“www”%part%of%your%website%address,%for%example,%www.yourdomainname.com.au

Usually,%the%domain%name%of%a%website%is%simply%your%company%name.%But%quite%oqen,%the%company%name%itself%has%liSle%

relevance%to%the%products%or%service%your%business%provides.

What%you%may%also%want%to%consider,%are%finding%domain%names%that%are%s3ll%available%for%registra3on,%which%represent%good%“keywords”%for%your%business.

A%“keyword”%is%simply%a%word%(or%string%of%words)%that%someone%types%into%a%search%engine%such%as%Google,%to%find%more%informa3on.

Let’s%say%for%example%you%had%an%office%machine%repair%business.%When%poten3al%customers%are%searching%Google%for%someone%to%service%their%photocopier,%they’re%unlikely%to%type%in%your%business%name%if%they’ve%never%heard%of%you%before.%Instead,%they%are%more%likely%to%search%something%such%as%“Repair%Minolta%Photocopier”.

If%you%had%the%website%www.repairminoltaphotocopier.com.au%(even%if%it%were%just%a%small,%secondary%website)%you%could%poten3ally%rank%number%one%in%Google%with%just%a%liSle%bit%of%SEO.%Being%the%number%one%result%in%Google%means%you%are%

likely%to%aSract,%on%average,%42%%of%all%monthly%searches%for%that%par3cular%keyword.

Using%the%Google%keyword%tool,%you%can%iden3fy%keywords%rela3ng%to%your%business,%with%large%volumes%of%searches%every%month.%This%could%be%compared%to%iden3fying%pedestrian%malls%with%more%people%walking%past%your%shop%front.

Once%you’ve%compiled%a%list%of%keywords%rela3ng%to%your%business%that%have%a%high%volume%of%searches%each%month,%take%each%of%these%keywords%and%check%if%(they)%are%available%to%be %registered%as%a%domain%name.%%For%example%if%we%discovered%several%hundred%people%searching%for%“Repair%Minolta%Photocopier”%each%month,%and%the%domain%name%was%s3ll%available,%register%the%domain%and%either%move%your%current%website,%or%have%a%small%“satellite%website”%%built%specifically%for%that%new%domain.

I'have'used'this'strategy'on'many'occasions'for'my'clients,'and'it'has'literally'transformed'their'business.

L

TradeTalk 7

My%second%strategy%to%increase%your%traffic%is%to%register%your%business%with%“Google%Places”.%Many%small%businesses%don’t%realise%they%can%set%up%a%free%account%with%Google%(takes%about%10%minutes)%and%list%their%business%details%and%address.%

If%Google%determines%a%user%is%looking%for%informa3on%that%is%locality%based%(eg%they%typed%in%“plumber”)%then%Google%will%also%bring%up%a%map%of%your%area,%with%various%business%lis3ngs%on%the%map.

Look%at%the%example%of%“car%wash%Hobart”%above,%as%a%search%term%in%Google.%Seven%businesses%are%listed%in%the%Google%maps%results,%yet%NONE%of%them%have%actually%set%up%their%free%Google%account.%They%are%only%listed%there%by%default,%because%Google%has%gleaned%the%informa3on%from%Yellow%Pages.%If%any%of%these%businesses%took%the%3me%(10%minutes)%to%set%up%their%account,%they%would%most%likely%be%instantly%moved%up%to%the%number%one%posi3on%in%the%list.

My%final%3p%for%today%is%to%place%ads%on%Facebook.%If%you%look%down%the%lower%right%hand%side%of%a%Facebook%page%you%see%adver3sements,%along%with%a%link%you%can%click%on%to%create%your%own%ad.

The%aSrac3on%to%using%Facebook%adver3sing%is:

1.%The%costs%are%much%less%than%Google’s%payTperTclick%program%(Adwords)

2.%You%can%set%a%maximum%daily%budget%for%your%spend%–%so%you%don’t%have%any%surprises,%and

3.%You%can%really%drill%down%in%iden3fying%your%ideal%customer,%their%demographics,%their%associa3ons,%and%have%your%ad%ONLY%display%on%people’s%Facebook%pages%that%meet%your%specified%demographics.%Facebook%will%even%tell%you%how%many%registered%members%they%have%that%meet%these%demographics.

One'business'owner'that'implemented'this'strategy'aAer'one'of'my'presentaBons'had'more'visitors'to'his'

website'in'12'hours,'than'he'normally'had'in'a'whole'month...for'around'$20.

So%to%sum%up,%geXng%more%visitors%to%your%website%doesn’t%have%to%be%expensive,%par3cularly%if%you’re%in%a%market%with%liSle%online%compe33on.%Using%a%good%keyword%as%your%domain%name,%seXng%up%a%free%“Google%Places”%account%and%using%Facebook%ads%can%give%you%great%returns%on%your%marke3ng%budgets.%

For%those%businesses%in%more%compe33ve%markets,%next%month%I%teach%the%basics%in%geXng%your%website%showing%higher%in%the%search%engine%results%(SEO).

About%The%Author:

Jeremy%Morgan%runs%his%own%Internet%marke3ng%consultancy%business,%as%well%as%owning%several%ecommerce%websites.%If%you’d%like%more%informa3on,%send%an%email%to%info@delonix.com.au%

% %%%%%%not%uncommon%to%see%husband%% %%%%%and%wife,%father%and%son%or%all%family%members%involved%within%the%family%business.%Then%the%kids%grow%up,%follow%your%footsteps%and%expect%the%business%will%become%theirs.%Does%this%path%sound%familiar?%Are%you%comfortable%to%hand%over%the%reigns?%Are%they%ready%to%take%on%the%responsibility?%Do%they%have%the%skills%to%cope?%(Perhaps%you’re%that%kid!)

Family%business%can%some3mes%be%difficult,%but%with%a%few%hard%rules,%you%can%switch%this%to%a%harmonious%environment%with%a%strong%and%healthy%future%–%with%or%without%your%kids%at%the%helm.

Here’s%our%top%6%3ps%to%operate%a%successful%family%business;

1) Clearly%define%roles%of%responsibility

Oqen%in%a%family%business,%not%only%are%the%regular%employees%confused%about%each%family%member’s%role%in%the%business,%but%so%are%the%family.%This%confusion%can%lead%to%power%struggles%that%can%damage%the%business.It%is%for%this%reason%it%is%important%to%have%a%clearly%defined%role,%to%include%a%job%descrip3on%with%performance%goals,%for%every%employee%of%the%business,%family%or%not,.%A%visible%organisa3onal%chart%that%shows%everyone,%by%name,%is%a%good%way%to%show%the%repor3ng%lines,%in%addi3on%to%showing%all%staff%members%your%honest%posi3ve%opinion%%about%them.

2) A%method%for%handling%family%disputes

Disputes%among%family%members%can%badly%affect%the%opera3on%of%the%business.%Oqen%you%will%find%the%arguments%are%personal%in%nature%and%date%back%to%childhood.%If%the%tension%is%being%brought%into%the%workplace%it%would%be%ideal%to%resolve%the%issue%with%a%family%council.%Basically,%a%group%of%family%members%that%meet%regularly%that%discuss%and%decide%family%issues.The%idea%is%for%the%figh3ng%family%members%to%seek%the%assistance%of%the%family%council%to%help%resolve%the%dispute,%to%the%family%may%decide%to%interject%itself.%In%either%case,%their%role%is%to%assist%to%find%a%compromise%that%works%for%everyone.

3) Train%family%members%in%management%and%leadership

It%is%cri3cal%for%a%successful%business%for%the%management%team%to%con3nually%be%involved%in%management%and%leadership%training.%This%is%not%a%one%3me%event.%To%provide%the%best%possible%grounding%for%all%staff,%yourself%included,%make%sure%you%have%outside%help%to%ensure%you%are%con3nually%learning.

4)Make%sure%family%members%have%a%way%out

There%may%come%a%3me%when%a%family%member%wants%to%cash%out%their%posi3on%in%the%company.%If%there%is%no%exit%strategy,%there%could%be%a%disrup3on%to%the%business%based%on%infigh3ng,%or%worse,%legal%ac3on.%This%could%even%force%the%sale%of%the%business.%To%ensure%this%scenario%is%not%played%out%in%your%business,%an%exit%plan%should%be%available.Take%the%ini3a3ve%yourself%and%talk%to%the%family%members%about%their%financial%plans%before%they%decide%to%cash%out%or%re3re.%Armed%with%this%informa3on,%you%are%beSer%able%to%devise%a%plan%in%agreement%with%the%family,%as%to%the%smooth%transi3on.

6 Tips To Operate A Successful Family BusinessIt’s

8 TradeTalk

If you’ve ever had an internal battle about where your time is being spent within your business, Michael Gerber’s logical explanation sets the record straight.

This 6:08 minute video shares with us:• How any ordinary person can produce extraordinary results• The 7 essential disciplines in business• The 4 mind-sets of an Entrepreneur – which are you?• How systemizing will assist the scalability of your business.

Check it out and let me know what you think.ar:Michael Gerber: The Four Mind-Sets of an Entrepreneur: Innovators Forum Guest

Michael%Gerber,%author!of!8!highly!acclaimed!books,!the!most!well!known!being!‘The!EUMyth’!speaks!about!The!Four!MindUSets!of!an!Entrepreneur

free%video%of%the%month

TradeTalk 9

5) Communicate%a%clear%succession%plan

If%you%intend%your%company%to%con3nue%successfully%into%the%next%genera3on%some%tough%decisions%will%need%to%be%made,%especially%when%there%are%mul3ple%kids%vying%for%topTdog.%This%decision%does%not%come%lightly%and%must%be%made%based%on%their%leadership%skills%and%ability%to%

contribute%to%the%business.%With%this%in%hand%you%can%speak%with%your%preferred%candidate%about%whether%they%even%want%to%take%over%the%business.Once%you%know%your%successor%ensure%the%family%is%informed%about%the%succession%plan.%Ensure%this%is%conducted%at%a%faceTtoTface%family%mee3ng.%With%this%announced,%train%the%successor%thoroughly%across %the%en3re%business.And%most%importantly,

6)%Spend%.me%with%the%family

There%is%more%to%life%than%work!%You%will%always%be%the%father,%mother,%son,%daughter,%sister,%brother,%husband%or%wife%FIRST.You%are%the%Director,%business%owner,%chairperson%second.%If%you%keep%this%in%mind%and%ensure%the%priori3es%are%right,%you%will%always%be%happy%with%the%business%and%more%importantly,%with%your%life!

The!link!U!!hVp://www.youtube.com/watch?v=F9SPxSeJMbAOr!Go!to!www.youtube.com!and!type!in!to!your!address!Michael!Gerber:!

The!Four!MindUSets!of!an!Entrepreneur:!Innovators!Forum!Guest

SPILL THE BEANS. . . . . ‘MIND-BLOWING SECRETS FROM A MARKETING MAVEN’

10 TradeTalk

Why Changing The Channel Will Guarantee An Increase Of Leads To Your Business% llows%you%to%train%harder,%longer%and%recover%faster!”

No,!it!wasn’t!the!copy!splashed!on!a!billboard!in!my!local!gym!and!it!wasn’t!the!banner!displayed!with!product!out!the!front!of!a!nutriNonal!supplement!store.

It!was!part!of!the!small!text!on!a!black!&!white,!low!grade,!photo!copied,!unevenly!cut!flyer!stuffed!into!my!leVerbox.

There!is!no!doubt!it!is!wise!to!have!mulNple!channels!of!markeNng,!but!the!clueless!person!who!is!adverNsing!their!supplement!products!through!leVerbox!drops!has!no!idea!how!to!reach!his!target!audience.!Not!unless!the!leVerboxes!are!owned!by!a!group!of!young,!buffed,!gym!junkies!that!live!next!door!to!each!other.

Instead,!he!should!be!placing!visual!displays!or!banner!ads!within!the!local!gyms!or!placing!professional,!colour,!benefit!driven!flyers!on!the!dash!of!every!vehicle!in!the!council!carpark!near!the!local!gyms!with!a!clear!‘call!to!acNon’!to!encourage!someone!to!shop!with!this!company.

BeVer!sNll,!what!about!‘pay!per!click’!ads!on!Google!so!that!when!people!search!by!keywords,!like!‘bodybuilding’!or!‘sport!nutriNon’,!his!ad!would!pop!up!on!the!results!page.!With!a!website!that!sells!online,!the!markeNng!would!

be!far!more!effecNve!and!aVract!potenNal!clients.

What%about%your%marke.ng?%Are%you%sabotaging%your%efforts?%It%may%seem%obvious,%but%it’s%important%to%use%a%marke.ng%channel%where%people%are%ac.vely%looking%for%your%product%or%service.%

If%not%you’re%simply%throwing%money%down%the%drain.

While!we!are!on!the!subject!of!channels,!another!criNcal,!yet!somewhat!obvious!comment!to!ad.!You!need!to!ensure!you’re!using!a!markeNng!channel!that!‘speaks’!to!your!target!audience!the!way!they!like!to!be!spoken!to.!For!example,!a!young!20U

something!is!probably!more!likely!to!respond!to!an!internet!offer,!where!as!

an!80year!old!grandpa!would!respond!well!to!newspaper!adverNsing.!So!if!you’re!trying!to!sell!new!home!renovaNons!perhaps!don’t!invest!in!the!Seniors!Magazine.!There!might!not!be!many!takers!

Consider!your!target!market.!Do!they!read!the!local!papers,!respond!to!email!markeNng,!

surf!the!internet!or!respond!to!leVerbox!drops?!You’ll!have!to!do!some!research,!then!test!your!best!educated!guesses.Track!your!results!and!run!with!the!winners.

“A

StepUP Constructions have WON AGAIN!A HUGE Congratulations to Platinum Members Brett & Kammi Beuzeville and their building business, StepUP Constructions. This past Saturday, 3rd September, they were awarded 1st PLACE by The Master Builders Association (MBA) for BEST House Addition/Alterations/Renovations in NSW up to $350,000.

It was an exciting black tie event with over 1,000 attendees at Darling Harbour Convention Centre which was thoroughly enjoyed by the StepUP Construction team.

Being able to claim the title of multi-award winning business has positioned StepUP Constructions well above their competitors! (they won the HIA Awards last year).

Thousands of dollars of free media has already began positioning them as leaders in their field – priceless! www.stepupconstructions.com.au

Each month TradeTalk is uploaded to iTunes. You will also find the entire Q&A back catalogue there for you to listen to wherever and whenever you want

TradeTalk 11

TradeTalk 12

Hannah%ho

lding%the%‘

monster%

lobster’%I%

caught.%W

hat%a%grea

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fathers%da

y%feed%he%

was!

My%awesome%fathers%day%pressie%–%

a%homeLmade%paper%mache%

dinosaur%money%box.

Dose Of Living

Jack%Groves,%6%months%old%and%christening%on%fathers%day.%

13 TradeTalk

Quote of the Month:

“Don’t wish it was easier; wish you were better. Don’t wish for less problems; wish for more skills.”~Jim Rohn

If%you’ve%ever%flicked%through%your%local%yellow%%pages,%local%newspaper%or%cruised%the%internet%trying%to%find%a%tradesman%to%abend%your%home,%you%will%open%find%you’ll%close%the%book%or%

randomly%keep%searching%sites%in%exaspera.on.%Not%one%seems%to%understand%your%problem.Not%one%has%talked%about%your%needs.Not%one%has%provided%a%reason%for%you%to%hand%over%money.

Although%if%Taki%Moore,%The%McGyver%of%Marke3ng%had%anything%to%do%with%it,%he’d%tell%you%that%mastering%marke3ng%would%be%like%wri3ng%yourself%a %cheque%day%aqer%day,%aqer%day!He%likens%it%to%oxygen%–%without%it%you’d%die!

In%an%age%when%grabbing%the%aSen3on%of%your%buyer%in%an%overwhelming%cluSered%marke3ng%environment%is%key,%grasping%the%fact%that%marke3ng%is%the%number%one%tool%we%business%owners%need%to%master%for%a%successful%longTterm%business%is%of%utmost%importance.

Taki%will%help%us%cut%through%the%cluSer%and%like%the%pied%piper,%have%your%customers%follow%your%path.%He%will%be%sharing%with%us%at%the%Boot%Camp:

•%Trades%Marke3ng%101%Crash%Course%•%The%biggest%marke3ng%mistake%every%tradesman%makes…%•%The%simple%fix%that%works%every%3me…•%3%Marke3ng%tac3cs%that%make%prospects%choose%you%over%a%compe3tor%almost%every%3me%in%a%crowded%market%place•%How%to%stop%geXng%beaten%up%on%price%by%tyre%kickers,%price%shoppers%and%3me%wasters

In%a%super%safe%environment%you%can%learn%from%a%true%‘Marke3ng%Master’,%and%there’s%nothing%more%refreshing%than%‘Taki%style’.

Taki MooreThe McGyver Of MarketingI

14 TradeTalk

Dale BeaumontAustralia’s Next Generation Business Strategist

D% % ale%Beaumont,%award%winning%% % entrepreneur%and%author%of%16%% % bestLselling%books,%states%a%fact:%‘Over%the%past%10%years%new%technology%breakthroughs%have%revolu.onised%the%way%smart%entrepreneurs%do%business’.

Faster%Internet%Speeds…%The%Rise%of%Social%Media….%Google%Dominance…%Global%Outsourcing…%Smart%Phones…%Marke.ng%Automa.on%Tools…%Cloud%

Compu.ng%and%much%more.

These!new!breakthroughs!have!made!it!faster,!easier!and!cheaper!to!grow!your!business…If'you'know'how'to'use'them'the'right'way.

That!said,!business!and!technology!experts!predict!that!in!the!next!10!years!change'will'accelerate'faster'than'ever'before?

And!you!need!to!change!with!it,!or!get!leg!behind.!That’s!why!Dale,!as!a!special!guest!of!Tradesman!Inner!Circle,!is!sharing!his!personal!wealth!of!knowledge!with!you!on!BOTH!days!of!the!Boot!Camp…!

DAY1:%How%to%Become%the%Leader%in%Your%Market

• How%to%make%your%website%an%‘Authority%Site’!so!that!you!can!rank!on!the!1st!page!of!Google!and!other!search!engines.

• My%stepLbyLstep%formula%to%gather%literally%dozen%of%A%grade%tes.monials!to!help!promote!your!business.!When!I!first!learnt!and!applied!this !strategy!it!generated!for!me!an!addiNonal!$12,000!in!it’s!first!week.

DAY2:%How%to%Make%Your%Website%Sell

• How%to%know%EXACTY%what%prospects%DO%when%they%visit%your%site.%Which!pages!they!go!to,!what!parts!of!the!screen!they!look!at!and!for!how!long.!Use!this!tool!and!you’ll!skyrocket!your!sales.

• The%#1%thing%your%website%landing%(home)%page%should%do.!Make!this!the!focus!of!your!website!and!you!could!get!up!to!90%!more!revenue!from!each!visitor.

AND,!just!like!Tim!Shaw!in!the!infamous!Demtel!Ad!‘but'wait,'there’s'more…’–'

DAY2:%Advanced%Database%Marke.ng

• On%first%exposure%to%a%new%prospect,%what%personal%informa.on%should%you%ask%for%and%what%to%do%with%it.!Then!I!even!show!you!what!to!do!next.

• What%are%the%4%things%you’re%marke.ng%emails%MUST%contain%to!ensure!that!you’re!emails!never!get!tagged!as!SPAM!or!even!worse!blocked!by!the!major!Internet!Service!Providers!(ISP).

You!may!have!missed!out!on!gelng!in!on!the!‘ground!floor’!on!previous!opportuniNes.!That’s!ok!because!Dale!will!show!you!that!there!are!even!Ubigger'profit'opportuniEes!on!the!horizon.!You!don’t!want!to!miss!this!

Dale%Beaumont!is!the!Founder!and!Managing!Director!of!Business%Blueprint!–!Australia’s!fastest!growing!business!educaNon!and!mastermind!program.

He!is!the!author!and!publisher!of!16!bestUselling!books,!which!have!collecNvely!sold!over!a!quarter!of!a!million!copies.!Incredibly,!11!of!those!16!books!were!published!in!a!single!year,!a!feat!that!earned!him!the!Ntle!“Australia!Most!Prolific!Author”.

As!a!result!of!Dale’s!success,!he!has!been!interviewed!on!Sunrise,!Today!Show,!Mornings!with!KerriUAnne,!Ten!News,!ABC!Radio,!Radio!2UE!as!well!as!being!featured!in!over!100!newspapers!and!magazines,!including!Wealth!Creator,!My!Business!Magazine,!AFR!Boss!and!Virgin’s!InUflight!magazine.

Finally,!but!most!importantly,!Dale!is!a!devoted!family!man.!He’s!married!with!two!liVle!boys.

Tradesman Inner CircleBoot Camp

Friday 21 & Saturday 22 October 2011

Vibe Hotel, North Sydney

FREE toTradesman Inner Circle members and their guests

Kerri%PobharstModern!Day!Entrepreneurial!Athlete!&!Olympic!Gold!Medallist,!2000!

Judeth%WilsonAustralia’s!Leading!PeopleUskills!Expert!&!Trainer!of!Trainers

Michelle%Gorton

World!Renowned!Intellectual!Property!Specialist

Revealing our special guest speakers

Ari%GalperThe!World’s!#1!Authority!On!Trust!Based!Selling

Dale%BeaumontAustralia’s!Next!GeneraNon!

Business!Strategist

Taki%MooreThe!McGyver!of!MarkeNng

SHAUN’SMAN CAVE

This is where we talk about all cool things that should or could be in the man cave.Gadgets, new tech, cool tools, new inventions or big boys toys, if it’s cool and fun we’ll talk about it.

There!was!a!Nme!that!Mac!computers!were!only!for!graphic!designers!and!arty!farty!folk,!not!any!more.If!you!are!thinking!about!buying!a!new!computer!for!the!office!then!you!do!need!to!give!a!Mac!serious!consideraNon.The!days!of!incompaNbility!are!also!long!gone.!You!can!have!all!of!your!Microsog!products!running!on!a!mac!including!Windows!by!creaNng!a!Parallel!desktop.

Apple!hardware!is!also!generally!beVer!value!than!its!PC!compeNtors!gelng!you!more!power!for!you!buck.!You!may!only!be!using!your!computer!to!run!your!CRM!and!job!booking!sogware,!however,!as!your!hard!drive!starts!to!fill!and!your!computer!has!to!work!harder,!you!will!be!thank!full!for!that!extra!power!under!the!hood.

Also!the!support!you!get!from!Apple!is!second!to!none,!love!or!hate!Steve!Jobs,!he!has!done!a!great!job!in!duplicaNng!his!vision!for!the!Apple!

stores.!The!staff!are!usually!very!knowledgable!and!helpful!and!for!a!around!$150!bucks!with!your!purchase!of!any!Mac!you!can!get!12!months!of!free!training.!I!did!it!and!aVended!numerous!training!sessions!on!video!ediNng!and!it!was!brilliant.

Another%great%reason%to%consider%a%Mac,%LION,%the%new%opera.ng%system.!The!long!awaiNng!overhaul!of!Apples!MAC!operaNng!system!was!released!20!July!2011.!I!have!already!installed!it!on!my!machine!and!its!awesome.

There!is!a!couple!of!revoluNonary!elements!to!this!release.!#1;!you!can!only!buy!it!through!the!app!store!on!your!MAC.!#2!its!only!30!bucks.!

It!has!over!250!new!features!and!really!takes!the!MAC!funcNonality!to!the!next!level.!There!are!new!looks!and!features!for!the!generic!programs!such!as!mail,!iCal!and!address!book.!

The!thing!that!I!love!the!most!is!the!new!Mission!Control,!the!customisaNon!you!can!do!with!your!workspaces!makes!the!Mac!even!more!easier!to!work!with!mulNple!

16 TradeTalk

!!Mac!In!Business!!

TradeTalk 17

%%%%%%%%%%Cool%iPhone%Apps%for%Tradies

My!Measures!LITECost!U!FREE

This!is!a!very!cool!app!for!storing!and!sharing!object!dimensions.!You!take!a!photo!of!an!object!or!area!then!you!can!add!in!the!dimensions!on!the!photo.!You!can!then!send!the!photo!via!email.!Works!with!metric!or!imperial,!portrait!or!landscape.!If!you!like!it,!you!can!upgrade!to!the!full!version!later!for!$6.49%

programs!at!once!and!really!takes!advantage!of!the!MAC’s!power.

If!you!are!thinking!of!changing!from!PC!to!Mac!and!are!worried!about!all!your!files,!you!dont!have!to.!Lion!has!a!built!in!MigraNon!Assistant!that!you!can!use!to!transfer!all!your!files,!folders,!user!accounts!as!well!as!your!emails,!contacts!and!calandars.

If!you!have!a!MAC,!download!Lion,!you!

will!love!it.!If!you!dont!have!a!Mac,!all!I!am!suggesNng!is!give!them!some!consideraNon!and!if!you!do!switch,!you!wont!look!back.

Apple!have!also!just!released!new!versions!of!the!iMac!range!that!are!faster,!more!powerful!with!heaps!of!free!sogware.

Andy,!I!think!I!need!a!new!Mac........

Features✓!Store!dimensions!on!a!photo✓!Add!arrows,!angles,!text✓!Organsie!photos!in!folders✓!Portrait!or!landscape✓!Metric!or!imperial

NEXT MONTHS ISSUE

TradeTalk!is!published!by!and!©!copyright!by!Andrew!&!Angela!Smith,!Tradesman!Inner!Circle!Pty!Ltd!2011.!All!Rights!Reserved.!This!newsleVer!and!any!accompanying!

material!are!for!general!informaNon!purposes!only.!It!is!the!responsibility!of!the!reader!to!comply!with!any!local,!state!or!federal!laws.!SNck!with!me!here!while!I!conNnue!

with!this!legal!blahUblah.!The!Publisher!has!taken!all!reasonable!measures!to!ensure!that!the!material!contained!within!this!newsleVer!is!correct.!The!Publisher!provides!no!

representaNon!and!gives!no!warranty!as!to!the!accuracy!of!the!informaNon!and!does!not!accept!any!responsibility!for!errors!or!inaccuracies!in!the!informaNon!contained!

herein!and!shall!not!be!liable!for!any!loss!or!damage!arising!as!a!result!of!any!person!acNng!in!reliance!on!informaNon!contained!herein.!All!done!

For more information, contact:Tradesman Inner Circle Pty Limited!! ! Email: info@tradesmaninnercircle.com.auPh: +61 1800 704 822! ! ! ! Web: www.tradesmaninnercircle.com.au!

NEXT%MONTH:%Get%the%domain%before%the%name.!The!importance!of!your!domain!name!PLUS!5!hard!and!fast!rules!to!selecNng!the!right!domain!name.

How%to%squash%those%‘blood%sapping’%mosquito’s.!Draining!you!of!life,!these!irritants!have!got!to!go!so!that!you!can!stay!focused!on!more!important!money!making!acNviNes!

Alright!crew,!that’s!enough!from!me!for!one!month…!off!to!catch!some!more!lobster!Who’s!up!for!lunch?

To!our!PLATINUM!members,!remember!to!book!your!next!monthly!call.!Speak!soon.

Andrew & Angela Smith

Q&A%OF%THE%MONTH!

Don't%forget%to%send%in%your%business%questions%to%

info@tradesmaninenrcircle.com.au%or%fax%1300%553%161%and%

you%can%have%them%answered%on%the%next%recording

CHANGING ADDRESS? Don’t miss out on a single issue! If you’re changing

contact details then ensure to let us know -- simply give us a call or send an email. This way we’ll keep you

plugged into a world of knowledge, tips, news and views.