An image can tell you a story in an instant, and can leave a lasting impression. In photographs, for example, you can tell someone's emotional state, or if a place is as beautiful as you've heard it is. Photographs can also give us a frozen moment in time that will bring back memories and feelings every time you see it - in much the same way a positive or negative image of a business will stay with a consumer long after they've had the experience.

What if you had a photograph that could tell you in an instant what's going on with your business? Suddenly you'd be able to reflect on the current state of your business, what you'd like to see happen and where to go from there. A S.W.O.T. (Strengths, Weaknesses, Opportunities and Threats) analysis takes a quick picture of your business so you can learn from your past and map your future.

• Strengths and Weaknesses are internal business factors or issues. The good news is you and your team members have control over them. For example, a strength may be your experienced team members, and a weakness could be poor record keeping.

• Opportunities and Threats are external to your business. They are issues that need addressing from sources outside your business. They may be issues over which you have no control-such as new markets opening up for you (e.g., you build swimming pools, and a property developer is creating a new suburb of 5,000 new homes), or new legislation (e.g., government regulations will now put stringent requirements upon your industry). Remember too, that often in the shadow of opportunities lie threats-in the form of competitors.

Once you've completed a S.W.O.T. analysis, strategies or ideas can then be developed to build on your strengths and maximise your opportunities. Additional strategies can be implemented to correct weaknesses and minimise the effects of threats.

Imagine one of your customers is sitting around a table with several other consumers, and they are discussing the very product or service that your business offers. What will your customer say about the performance of your business? Will it be positive? Negative? Or worse yet, will it be nothing at all? Will your customer, instead, be silent, listening carefully to what is being said by others while internally running down a list of comparisons between your firm and your competitors'?

Even if they aren't talking about you to other consumers, your customers are evaluating your business every time they deal with you-on the phone, through the mail, on the premises. An important thing to remember is that it's the non-technical aspects of what you do that are noticed most by clients. Customers will choose to purchase from your competitors not because of the quality of the product or service, but because of the way they were treated.

It comes down to the issue of perceived indifference-the little things that communicate to the customer that they aren't as important to you as they think they should be. Do you know what your firm's areas of perceived indifference are? Your phone procedures? Your billing procedures? Your customer service? Accessibility? Timeliness? Convenience? You owe it to yourself and your team members to find out what those areas are and fix them-now! And the best way to do that is through a Customer Advisory Board (CAB).

A CAB is a meeting where 6-10 of your customer are invited to give honest, constructive feedback on one or more areas of your business' performance, and brainstorm innovative ways that you can make improvements. The meeting should be facilitated by a neutral party*, and it should be tape recorded for you to review later.

Customers who participate in the CAB need to feel that it will be valuable and that their time is appreciated. You need to let them know that you really need and want their help, and that you will make a commitment to implement and test their suggestions. In addition to a personal thank you note or gift following the meeting, you also need to make sure you follow up with action (e.g., a list of issues raised, action steps to address them, names of team members who will be responsible, and deadlines). Implement some of the simple, workable suggestions right away. It's a great way to show customers that you're committed to change.

How is your relationship with the public? How do they see you, and how do you want them to see you? Public Relations is an often under-utilised tool for small- to medium-sized businesses to build and promote their image. Many business owners think it is something only high paid consultants do to create huge spectacles for large businesses. While that is sometimes true, public relations opportunities do exist for every business, and it doesn't have to cost you a thing!

Public relations is the term used to describe your business' interactions with the public through media such as:

• local papers
• trade publications
• radio and television stations
• business wires
• the internet
• sponsorships or special events

Public relations activities keep you in the public eye so your business can build brand awareness and gain visibility.

Sometimes it's called "free ink" because it results in exposure for your business that doesn't have to cost you anything. But to do that you have to make the right contacts, and give them good reasons to feature your business. When you call editors and/or send press releases with news about your business, always remember to keep the "so what!" factor in mind (why would people be interested in knowing/hearing this news?).

Here are some idea starters for you to get "free ink":

• Sponsor a special event in your local community (i.e., school or charity event)*
• Have your team do volunteer work in your local community
• Host a special event on your business premises*
• Launch a new product or service (including the benefits this will offer)
• Launch a new website or an update
• Announce and celebrate your business' birthday
• Form a partnership or host relationship and announce the benefits to the public

*May involve some expenditure.

A press release is simply a brief article about something new or interesting about your business, written in the third person and released to the press-both print and broadcast media.

Because editors must read thousands of releases every day, and usually only have about 5 seconds to review each one, strong snappy headlines, lead-ins that get right to the point, and text of 400 words or less describing why the information is important are ways to get your press release noticed. You should include the date the release is valid, where the release originated, and a contact name for getting more information. Prominent display of your company logo on standard corporate stationery is also important. Editors you have already established a relationship with will instantly pick up your release, and read it, if they see your logo. A useable quotation from a key contact is also helpful to editors who often don't then have time to chase down that information.

The following is a sample press release:

FOR IMMEDIATE RELEASE

LOGO

Your Firm, Inc.

Press Contact(s):
Contact Name
Contact Phone and Fax
Contact email

(headline) New Alliance to Create Benefits for Consumers
Your Firm, Inc. and Their Firm Partnering to Provide One-Stop Shopping

(Lead-in paragraph) (Anytown, Anycountry, Date)--Your Firm, Inc.(www.yourfirm.com) and Their Firm (www.theirfirm.com) have announced that they will be working together to provide one-stop shopping for products and services. <MORE ON WHAT THOSE PRODUCTS AND SERVICES WILL BE>

(So What Paragraph) With the time pressures we face in today's world, consumers need to consolidate their shopping efforts and free up more quality time. Working parents, in particular, will appreciate the benefits this partnership will offer. <MORE ON THE BENEFITS THAT WILL BE GAINED>

(Quotation from Key Participant) "We're taking a very partnership-oriented view. Profound benefits will be delivered as a result of each of our organisations working together rather than doing our own thing. These are exciting days indeed" says Bill Brown, President of Your Firm, Inc.

(Background Information) Your Firm, Inc. is a leading provider of <PRODUCTS/SERVICES> that can dramatically improve <BENEFIT OR MISSION OF THE COMPANY>

When you send out the release, it is usually via fax, so make sure to keep an updated listing of editors and their contact information on hand. Calling editors periodically to check in will not only help you get this information, but will also add in building a relationship.

Web sites are becoming the most powerful, and most widespread, way to promote your image. Here are some ideas on how to add muscle to your services by pumping up the content on your web site. In the last issue we talked about design tips. Content, on the other hand, is what your website has to say. What information does it communicate? What does each page say to the visitor? Visitors are surfing the web from one page to another, looking for information. That information comes primarily in written format (and in graphics). So what and how you write is critical.

When you surf the web you'll notice content in websites falls into two basic categories:

• Basic. Some web sites are pretty much business cards online. A step up from that are online brochures. On these sites you'll find that most of the content will be similar to what you'd find in the company's brochure.

• Value-Added. Sites that are deeper-they have more information, sections and pages-will offer content that adds value. Not only will they have the elements that make up an online brochure, they will also offer tips and hints on how to do whatever it is their customers are looking for. How to improve 'x,' or how to make the most of 'y,' rather than just purely sales information, adds value to a site. Sites with extra value offer information their customers can use whether or not the customer makes a purchase from them. And better yet, these sites are usually updated regularly. This encourages visitors to return repeatedly to get valuable information. The more often they visit, the more likely they are to buy.

Another way to make sure that visitors return is to have some interactive areas on your site-chat rooms or discussion forums for example. These help people build a sense of community through your business. What better way to tie them to you?

When you are considering all of these issues think about your own experience of surfing the web. Which web sites do you like to use? What is it about them that makes you like them and want to come back? Usually it will be a combination of how easy it was to get the information you needed, and the value of that information. How can you improve your website using these concepts?

The team at GNS GROUP have systems, programs, turn-key solutions and one on one ongoing Business Development programs tailored to get results for you, address many of the ideas outlined here and ultimately, build the business you've always wanted.

Call Cameron Lamb on 1800 996 322 before 5.00pm Thursday November 2nd to find out if you qualify for a 'Business Development Assessment & Consultation' normally valued at $295.00 - absolutely free. Or simply check the box below, fax this page back to us and we'll give you a call straight back

"Keep quiet, you're always interrupting me in the middle of my mistakes."

Director Michael Curtis

Be sure to read each article with the mind set 'how could this apply to our business?' because sometimes the best ideas come from examples that seem unrelated at first. Thinking of it that way will guarantee you get value. Better yet, take notes as you read and commit to having the ideas you glean implemented by the time next month's edition arrives. Also make copies for each team member. To really make sure something positive happens, arrange a team meeting to talk about the ideas and set a schedule for getting them implemented. Doing that should really jump start things and get some action happening!

While every effort has been made to provide valuable, useful information in this publication, this firm and any related suppliers or associated companies accept no responsibility or any form of liability from reliance upon or use of its contents. Any suggestions should be considered carefully within your own particular circumstances as they are intended as general information only.