4 tips to help Strategic Thinking for your business!

The business environment has been quite volatile since the financial crash of 2008. Strategic thinking is an area of focus for senior managers to navigate a way forward for their businesses, despite the challenges they face in the current market.

The benefit of strategic thinking is clear – competitive advantage. For most business managers, the first reaction is to deal with what’s directly in front of us (in our inbox). Maybe this is because it always seems more urgent and tangible. Unfortunately, while you concentrate on overcoming obstacles, you could miss opportunities, not to mention missing the signs that indicate the direction you are going is taking you off track.

Here are a few tips to help you to think more strategically about your business.

1. Ask questions

Ask questions that encourage new ways of thinking. One of the first questions to ask is “Why are we a good business?”  For the best answer, ask your customers. Find out why they use your products or services.  If you disappeared tomorrow, what would they miss the most about what you do for them? Another good question to ask could be, “How do I get my competitor’s customers to buy from me instead of them?” These questions will help you to think more strategically about the direction your business should take in the next few years.

2. Think critically

A critical thinker will question everything.  This means getting comfortable with challenging beliefs and approaches, even your own. Many business people will often respond to questions with answers like “we always do it this way”. You should ask, “Is there a better way to do it?” Following conventional wisdom is often considered to be a safe bet. However questioning convention is what creates new, disruptive business models such as Uber and Spotify. If you always take the safe option, your business could lose its competitive advantage.

3. Industry context

When thinking about your business it’s important to understand what strategy means in the context of your industry sector. In the accounting sector for example, it is important to understand contextual issues such as economics, key competitors, legal frameworks, technology and so on. Before developing the strategy for your own business, it’s important to understand what strategies work for your competitors and why. This can help you to create a very different, and hopefully more effective, strategy.

4. Create thinking space

Set aside time alone for strategic thinking/planning at least monthly, if not weekly. Use this time to reflect, research, consider ideas and dream. The focus should not be to “do” things. Getting outside or into a new physical space can make this time more effective. Try to get away from your desk and switch off your smartphone so that you can avoid distractions and think properly.

What to learn from your Business Mistakes?

Some of the world’s most successful business people have one thing in common, they celebrate failure and learn from it. James Dyson famously said, "Enjoy failure and learn from it. You can never learn from success." James Dyson is no stranger to the power of prototypes and learning from mistakes. He made more than 5,100 prototypes of the Dyson Vacuum Cleaner before getting it right.

Albert Einstein said, “A person who never made a mistake never tried anything new”. Wherever we look in the world of business, the most successful and innovative leaders have been the ones who weren’t afraid to fail and if they did, they learned from it.

In most businesses, even if management encourages experimentation, budgeting and risk management processes tend to promote predictability and efficiency. This leads people to do everything possible to avoid mistakes. Attitude to failure differs considerably from one country to the next.

The best and hardest work is often done in a spirit of adventure and challenge. Mistakes are an inevitable consequence of doing something new. As such, there is a tremendous source of value in determining if your people have the right attitude to failure. Here are a few ways to learn from mistakes in your business. 

Study unsuccessful projects

Document the lessons learned about clients, market trends, your firm, your processes, your team and yourself. This is likely to be a painful exercise until it becomes fully embedded in the culture of your business.

Make an impact

The management team should gather frequently to discuss their own failures, and then share the lessons learned with everyone in the wider firm. This builds trust and goodwill, and encourages future experiments across the business. Parameters should be set and communicated across the team - it is not okay to be reckless, but trying something new should be encouraged.

Identify trends

Conduct a firm-wide review to identify patterns. If failure rates are too high, you may need to tighten up systems and controls across the business. However, if they are too low, consider encouraging your people to be more willing to experiment.

3 Effective Tips for Successful Cross-Selling!

Customer retention and cross-selling is important in any industry, yet it's frequently overlooked. Here are a few tips to help you to cross-sell more products and services to your existing customers.

The cross-sell

Amazon.com attributes up to 35% of its revenue to cross-selling. When purchasing you will see both the “frequently bought together” and “customers who bought this item also bought” sections, promoting related products. The key is to illustrate the value to the client of purchasing a complimentary product or service. For example, an accountant may wish to communicate to clients that in addition to audit and tax services, their clients can also benefit from payroll or business advisory services. There is a “value add” in that the client is buying all of these services from one accounting firm.

Data driven campaigns

The firms that are most successful at cross-selling unite insights driven by data with focused marketing campaigns. There is a fine line between timely offers and annoying spam, and understanding buyer timing is critical. Your marketing content strategy is key to cross selling to existing customers, but you also need to understand how you will measure success. Use a CRM system to record customer data including which clients bought what service. Use this database to identify clients who have not yet been cross sold to and create a campaign which focuses on creating a value proposition in the mind of those clients. Ensure your sales or business development people engage with the target clients at the appropriate time.

Listen to your customers

You can’t sell additional products or services to your customers if you don’t understand what they actually want or need. If for example, you are selling business services, ask your customer about their business plan. Where are they going in the next 3 to 5 years and how do they hope to get there? Consider some of the challenges that they will face and identify where your services will be able to make their life better in some way.

Listen and respond to each client and every interaction. This two-way conversation should extend to your own internal teams, as you ask questions and measure outcomes to continuously improve the customer experience.

Self-Employed or Starting a Micro Business?

Did you know that almost one in seven people in the UK are self-employed?

You might also classify self-employment as “freelance work”. UK research suggests that 30% of those who work in the media call themselves “freelance”.

Research by Skills Development Scotland noted that the creative sector is dominated by sole traders, micro and small businesses. Approximately 13,500 businesses employ 0 to 49 employees and accounted for nearly 98% of the total number of businesses in 2014. This is an increase of 35% in the number of small and micro businesses since 2009.

So why start a micro business or become self-employed?

The Royal Society for the Encouragement of Arts, Manufactures and Commerce (RSA) conducted a survey in which 27% of people who moved into self-employment within the last 5 years said they did so to escape unemployment.

The Government 2015 Workplace Employment Relations Study reported that micro-businesses accounted for 33% of private sector employment and 19% of total output. Although micro-business employees tend to earn less, receive less training, and have fewer benefits, it found that these employees were also the most satisfied group of workers in the labour market. Factors like job control influence in decision-making, business loyalty and even satisfaction with pay.

The benefits of a micro business or becoming self-employed include:

• Flexible working hours
• Ability to choose your work
• Developing a relationship with customers who you want to work with
• Ability to respond quickly to opportunities
• Making a greater impact

However there are drawbacks which include:

• No sick pay, holiday pay or redundancy pay
• Little or no support, training, no back up if you can’t work
• Not a 9 to 5 job - it’s 24 hours a day
• No company contribution to a pension
• What if I can’t get paid on time?

Micro-businesses and self-employed people need assistance and if you are starting up or feeling the pressure get in touch with us as we will be able to support you.

Incorporating Your Business? 2016 Updates!

Where a sole trader, partnership or LLP has established a significant value for the goodwill of their business, it was possible, up until 3 December 2014, to transfer that goodwill to a limited company and pay just 10% capital gains tax by claiming entrepreneurs’ relief.

The former owner(s) could then draw down on the loan account created with the transferee company over time as future cash was generated by the business. This tax planning strategy became less attractive when entrepreneurs relief was denied where the transferor and transferee were related parties, although the latest Finance Act has relaxed this rule where the former owner receives less than 5% of the acquiring company’s shares.

Now that the top rate of CGT has been reduced to 20% from 6 April 2016 for such transfers, rather than 28%, it may be worth reconsidering this strategy.

For example where an individual’s share of goodwill is worth £500,000 the CGT due would be £100,000 leaving £400,000 net of tax.

Note that for a transfer in June 2016 the CGT would not be due until 31January 2018.

Consider charging interest to the company on the loan account balance as that is now more tax efficient than dividends for higher rate taxpayers.

Note that although the goodwill would generally need to be written off against the company’s profits, there is no longer a tax deduction for the amortisation resulting in higher taxable profits.

Know more about Capital Gains Tax: changes to rules

Contact us if you need help while incorporating your business:

PJ | ☎ 020 89310165 | ☏ 07900537459 | ✉ info@apjaccountancy.com

How to Deliver an Interesting and Engaging Presentation?

The problem with an uninteresting presentation generally isn’t the content - it is the delivery. Any content can be made to be exciting, dynamic, and memorable. Rather than presenting facts and figures in a standard presentation format, think about how you turn your subject matter into an experience that relates to the audience.

Tell a story

Storytelling has the potential to help make a presentation come alive and therefore more memorable. Rather than PowerPoint slides, write out your presentation in essay format, then use just a few slides to emphasise key points. Become the narrator and take your audience on a journey with you.

A picture paints a thousand words

Sometimes a slide containing nothing more than a picture is all you need to convey your point. Strong images help to grab the audience’s attention. Video clips are also great tools to make points come alive, provoke a reaction or change the mood.

Share a joke 

Humour is a great tool to help you to grab people’s attention. Adding a few laughs into your presentation can break the ice, change the atmosphere and create a lasting memory. Even more so if the joke also helps to illustrate your key point.

Stimulate interaction 

Encourage your audience to get involved. They are far more likely to remember what you’ve been talking about if they can also describe it or interact with it. Ask your audience a question (and not just at the Q and A at the end). Maybe encourage the audience to consider a point in groups and to share their views with the room.

Keep it simple

Avoid jargon and cut out over complex facts and theories. Convey the key points in a simple manner. Present only what the audience really needs to know.

3 Tips to Develop an Effective Content Marketing Strategy!

Most businesses will at some point, consider creating a content marketing strategy in order to engage with customers. When you develop a content marketing strategy, you should start by thinking about your target audience rather than just looking internally towards your business. Here are a few tips to help you to develop an effective content marketing strategy.

Educational Content 

When it comes to your firm’s content marketing strategy, you should focus on creating well written content that is of educational value to your readers. If you are selling HR advisory services, for example, then you might consider producing content that provides your readers with useful tips on how to create certain HR policies or manage staff absences, etc. Your readers will then consider that you and your firm understand these areas and may potentially decide to use your services as a result.

Leverage your content

After you publish your content, you will need to promote it. Perhaps you could create a social media strategy whereby you publish your content to your company website, then post links to Twitter, LinkedIn and other social media pages so that people can share your content with their network. You may also want to share your content via an email newsletter or client update. The key is to find as many ways as possible of sharing your content and re-purpose it in order to maximise the potential readership.

The WIIFM concept

WIIFM stands for What's In It For Me? What that means is that regardless of what you are selling (product, service, etc), all that matters to your customers is that you have the ability to solve a particular problem that they are experiencing at that particular moment. The way that you phrase your marketing content has a tremendous impact on how that target audience reacts to what they are reading.

In today’s increasingly connected business world, content is becoming more important. Some clients are more likely to visit your website or social media page than your office premises. As such, creating the right content strategy for your business is key.

Business Strategy: How High Should You Aim & How To Accomplish Objectives?

Every business owner or manager knows that in order to succeed and grow the business, some big thinking is often required. But how high should you aim?

The process of setting strategic business objectives is harder than it looks. It takes a lot more than setting stretched goals to actually see any real achievement, and there are often hidden challenges, particularly when it comes down to the execution.

Aiming high helps

If you aim high in business, even if you don't quite make it, you will inevitably end up doing much better than you would have otherwise done. When setting your strategic objectives, thinking differently about goal setting can be a real game changer.

For example, setting a goal to double the size of the business versus one to increase in size by 10%, will push your business much harder. The 10% goal drives thinking about how to stretch the current business, using the existing tools and assumptions. It is merely building on an existing solution that many people have already spent a lot of time thinking about. In contrast, doubling the size of the firm requires a different mindset; one that moves away from the tendency to think in an incremental and linear manner. This opens up new possibilities that would never have been considered otherwise as the business must focus on creativity and innovation - the kind that, literally and metaphorically, can push the business to the next level.

Making strategic goals manageable

Stretched goals or targets are by definition very big. They are risky and can take several years to achieve. The details of how to accomplish these objectives will not be known when they are set.

Odds of success can be improved with a disciplined strategy execution, and a 'small wins' framework can often help. The objective is to break a larger goal down into smaller, manageable but interlinked parts. For each sub-goal, the team must define the various streams of work required, explicit outcomes, key deliverables, due dates, and a single owner for each component. As such, it will allow for visible and measured progress towards the completion of the larger goal while generating consistent action. Regular updates and team meetings will encourage people to be accountable for their part of the project. This will help drive consistent execution of tasks.

What separates great businesses from those that are merely good are not just the stretched target and strategic goals they set themselves to achieve but also the way they think differently about setting those objectives, and the discipline with which they implement them.

Key Account Management Strategy!

Anyone in business will tell you that it is easier and cheaper to sell more products and services to an existing client than it is to go out and find a new client.

Key Account Management or “KAM” is all about focusing on your key existing clients – your very best customers. In theory, this is the perfect way to increase your profits and develop better relationships with your most valuable clients. If we apply the 80:20 rule then, in an average business, 80% of profits tend to be generated by the top 20% of the clients. So, these key accounts are the most valued customers of a business.

KAM strategy

A KAM strategy is a marketing and business development approach which focuses on taking special care of these customers. Each key account should have a business plan, dedicated resources (such as an account manager or single point of contact in your firm) and should be identified throughout your business as being a strategically important relationship.

Choosing Key Client

The most important thing here is to select the right customers for investment. Many businesses tend to underestimate the importance of this step and often show a casual attitude when it comes to selecting the right clients to develop. Some firms simply select all their big clients. There is nothing wrong with that strategy; however, they often fail to consider the potential to grow those particular relationships. After all, just because a client is big doesn’t necessarily mean it is particularly profitable.

Key Client Relationship Plan

In creating a KAM strategy you should also consider resources. There is no point in creating a strategy to develop 60 key clients if you only have the resources to actively manage 10 key clients. These key client accounts will need to be managed in an active way and this will require time and effort. Ideally, you will want to create a specific business plan for each key client relationship and you will need to dedicate some financial and people resources in order to execute these business plans.

Key account management, if executed well, can be a very effective marketing strategy in that it focuses your firm’s business development and marketing resources on the targets where you are likely to make the biggest impact.

Are you looking to develop your business but struggling to find the key client and manage them? 

To know how we can help you, please contact us at:
☎ 020 89310165 | ☏ 07900537459 | ✉ info@apjaccountancy.com 

First Impressions Count!

You only have one chance to make a good first impression.

Here are a few tips to help you to make a good first impression with new clients, contacts and during business meetings:

Focus 

Being known as a 'natural' at interpersonal communication is not just a gift that a select few enjoy. We can all enjoy the reputation of being a great communicator.
Focussing the conversation on the other person takes the pressure off you.
Avoid interrogating your new acquaintance, and even if you are nervous, make sure you always slow your speaking rate down.

Presentation is everything

Adjust your posture, stand up tall and adjust your voice and gestures to a positive setting.
Establish rapport with your new contact by mirroring their head nods and tilts.
Speak at their pace and volume level.
You'd be surprised by just how many different 'voices' a successful salesperson uses in a day - they spend a large amount of time mirroring the other person's gestures, voice, language, pace, intonation and volume.

It’s about them

Encourage your contact to talk about their business, their successes and their achievements.
Don’t make it about you - give them the opportunity to talk about themselves.
Do your research before you meet your new contact.

If their firm has been in the press for positive reasons then refer to it and compliment their business. Then step back and let them talk.

Ask questions and listen - you have two ears and one mouth so aim to use them in that ratio.

If you have any questions, please contact us at:
☎ 020 89310165 | ☏ 07900537459 | ✉ info@apjaccountancy.com 

Business Process Outsourcing - Yes or No?

Are you looking to outsource any of your business's processes? Read this before making a decision.

Social selling 

Outsourcing is not just a strategic option for large international corporations, small and medium sized firms can benefit too from the efficiency, functionality and cost savings of outsourcing. Outsourcing simply means "contracting out" various functions of your business. A common misconception is that outsourcing is always done overseas. Moving your IT help desk to India can save a lot of money, but there are many providers in the UK that can provide an IT help desk that is cheaper than having an in-house support function.

Cost Savings

By outsourcing functions that were previously performed in-house, businesses can reduce their employee levels and related costs such as recruitment, salaries and benefits. By outsourcing a capital intensive function, you can also reduce the costs of equipment obsolescence and depreciation.

Quality of Service

Because your firm is the outsourcer's customer, they will want to keep you happy. You can therefore benefit from a more “can-do” approach, which may not always be what you get from an in-house team.

State-of-the-art Technology

Outsourcers have to spend time and money on the most up to date equipment and on employee training to remain competitive. By outsourcing certain areas like website hosting, virtual desktops, social media or email, you are ensuring that your firm will always have access to the latest technology platforms. Taking IT as an example, an outsourcer is likely to have more up to date technology such as the latest servers and software.

Price Stability

By signing a contract to outsource, you will be able to lock the supplier in to a pricing agreement. This gives the business certainty in terms of costs. As a result, the firm will be able to budget operating expenses and capital purchases more accurately, while reducing the likelihood of unforeseen costs.

More Time to Focus on Core Business Activities

If your firm is to be successful and profitable, the management team needs to spend time planning and directing the company's business strategy and not wasting time worrying about managing administration, payroll, IT or HR. Outsourcing these functions allows the business to focus its management resources on driving the business forward.

Outsourcing isn’t for Everyone

Some might argue that outsourcing creates loss of control, less flexibility, questionable savings and the risk of over dependence on external vendors.

• Signing up to and implementing an outsourcing arrangement takes considerable management time. 
• Finding and selecting the right outsourcing company can even take months. 
• Outsourcing companies need to be given overall direction and guidelines in terms of what needs to be done, and therefore, some level of supervision by management will ultimately be needed. 

It is important to be careful when deciding what business functions to outsource and to whom. The management team needs to be clear in terms of its expectations and the cost savings must be attractive and worthwhile for the business.

How to build an Ethical Business?

The new generation of professionals is concerned about corporate social responsibility (CSR) and wants to work for ethical businesses. 

The ethics of any firm are determined by its actions. If bending the rules results in rewards for some people as a result of increased short term revenue, or other perceived benefit, then many in the business will rightly believe that ethics don't matter, performance does. In other words, the end justifies the means. There will almost always be a tension between doing the right thing versus prioritising short term gains.  

Here are some tips to help you to build a more ethical business.

1. Be someone who you would want to discuss business with

If someone has a history of unethical behaviour, you will probably decline the opportunity of doing business with them. Sacrificing ethics usually means that someone (a supplier, for example) is getting a rough deal. Do you want your firm to be associated with this type of behaviour? Is it worth the potential reputational damage?

2. Accountability

Everyone in the business should be accountable for their actions. Management should lead by example and should own their mistakes as well as their successes, earning the respect of staff. Unethical behaviour should not be tolerated.

3. Values

Business leaders must take time to understand their own personal values and those of the team, what the value statements of the firm should be and identify gaps that exist between aspirational goals and current behaviour. To ensure buy-in and commitment from the whole firm, try to include members from various levels across the business to help create a "Code of Conduct" that is aligned with the firm’s ethical vision.

4. Establish Trust

Build an environment of trust with employees in order to create a business culture where employees feel free to discuss ethical dilemmas and issues with management.

5. Communicate 

The management team should ensure that the vision and code of conduct are communicated to everyone within the business. This can be done through policy manuals, training, internal newsletters, team meetings, etc. Efforts must be made to gather feedback from across the business in order to identify employee concerns regarding the ethical environment within the firm. This should be a continuous improvement process to identify concerns and improve the overall ethical direction of the firm.

APJ Accountancy

☎ 020 89310165 | ☏ 07900537459 | ✉ info@apjaccountancy.com 

Implementing a BYOD Policy

Bring your own device or “BYOD” 

A relatively recent trend that allows employees and employers to access company data and email through personal devices such as mobile phones, laptops and tablets. BYOD is frequently used by businesses as a way to increase work efficiency and reduce business cost and for enterprise mobility. However, if you want to utilise BYOD in your business you should have an appropriate policy in place.

What Happens without a BYOD Policy?

Without a BYOD policy, employees will have the freedom to access company data in whichever way they like, especially if needed after office hours. This means the use of personal devices to send and retrieve emails, download company's files and edit documents. Such practice could expose a company's confidential data and could be detrimental to the business.  Every device has its own security settings and configurations. As such, your business needs to set out its minimum data security requirements in order to manage business risks.

Creating a BYOD Policy

You should consider what is expected of your employees, the data they can access and develop appropriate training to ensure staff fully understand how BYOD works in the firm. Your BYOD policy should address the points outlined below.

Acceptable Use

This section of your BYOD policy should set out what can and cannot be used when utilising company online access points as well as outlining restrictions and limitations.

Devices and Support

The device models that are permitted and have been checked by the IT department should be set out in the BYOD policy. Ideally, your IT manager should have the capability to remotely wipe a device in case it is lost or stolen.

Reimbursement

The full or percentage of cost (if any) that the company will reimburse employees for purchasing a new device.

Security

The environment in which the device can be used, which includes strong passwords, and non-usage of rooted or “jail broken” devices. In many instances it makes sense to install an app or software programme on employees’ devices in order to allow them to securely access company data.

Risks and Liabilities

The BYOD policy should clearly communicate that using personal devices for work comes with risk that the employee must accept and assume full responsibility, in line with company requirements.

6 Easy Tips to go Paperless at your Business!

Many businesses recognise that going paperless is the future. Converting physical into digital files and storing them in an organised system has multiple benefits, not least protecting the environment. A firm can also benefit from reduced operational costs, increased working efficiency and protection against data loss as electronic files can be backed up quite easily.

1. Don’t go paperless too early

Going paperless is a big change for any business. Don’t make the mistake of rushing to buy a scanning solution and rolling it out across the business without preparation time. Take time, plan out filing systems and map processes with your management team. A working group should be established and tasked with understanding how best to implement a paperless solution that works for the business.

2. Include management and employees in your decision

The working group should present its plan to the business and ask for feedback. The employees who will be working with the paperless solution should be involved in the planning process and management needs to champion it. Explaining the time and money-saving benefits to staff across the whole firm will go a long way in ensuring the project is adopted.

3. Map out a process for new paper and electronic documents

The working group should create suitable plans for the paper that is currently in the office or stored off-site. The group should also create processes that cover new paper and electronic documents that come into the office after the document management system has been put in place.

4. Rolling out the solution in a phased manner

Attempting to go paperless in all departments or locations at the same time can be problematic. Most businesses find they gain additional experience and knowledge as they fine-tune their programme during initial setup and use. The working group should outline, as part of its plan, how the rollout will come into effect. The group should regularly ask managers and teams for feedback so that systems and processes can be continuously improved upon and refined as the rollout progresses.

5. Use the right scanning solution

For most document imaging applications, scanner speed is going to be an important driver of efficiency.  Ideally, the working group should speak with a knowledgeable consultant before purchasing any scanning hardware. If your business has an IT department or an IT manager, they should be fully involved in this conversation.

6. Consider legal and regulatory compliance matters

Before signing off on your paperless plan, you should consider any legal or compliance obligations that your business must adhere to. Most businesses are regulated in some way or another and you should consider seeking legal advice to ensure that you comply with regulations relating to customers records, filing, financial data management and data protection laws. It is important to be proactive in this regard as non-compliance can prove to be an expensive mistake for any business.

Is your business paperless? Let us know your experience, thoughts and comments below.

Marketing Messages - How to make them stand out?

Regardless of the type of business that you run, your customers will have one thing in common.  As a result of technology, they are bombarded by marketing messages. Customers are more time-poor than ever before so if you want your marketing communications to stand out, you should consider cutting down the length of your messages and getting to the point.

Identify the message that matters most and make sure it's memorable.  Marketers have known for decades that there's value in identifying and driving home the most important point or benefit. It goes all the way back to when the best businesses began to identify their unique selling proposition (USP) for every client.

The difference today is the way that viewers and readers consume media. Today's reader or viewer is overwhelmed with an astounding number of media choices and channels. In fact, consumers are exposed to so many messages that they notice fewer of them.  Here are a few tips to help you get your point across.

1. Focus on what is most relevant to your customers 

Focus on what your target audience see first and outline what is most important and relevant to them. Avoid the temptation to use that first impression to deliver what you or the management team finds most interesting, unless you're also the target audience.

2. Write active rather than passive sentences

Active sentences are more vigorous and put more life into the message. Here's an example: "We deliver shipping services to clients nationally." This is much punchier than saying "Shipping services are delivered by us to clients nationally."

3. Avoid jargon

Try to avoid formal, overly corporate language. Where possible avoid using big words with several syllables. The business world is now very much a global market and English may not be your customer’s first language.

4. Make it about them

Use the words "you" and "your" much more than "I" and "we." If you catch yourself saying "I" and "we" a lot, then you're talking about yourself too much. Get back to being focused on your reader and their needs and concerns.

5. Be concise

If you can say something in 10 words don’t use 120 words instead. Cut out the fluff and keep your message concise. Remember, your potential customer is time-poor so you need to keep the message relevant.

How to Write a Perfect Press Release?

A well-written press release should be short, to the point and contain all the essential information in the first paragraph.  Most importantly, it should be a complete story that could be published without too many changes, as all the facts are there and the content is well structured.

Here are a few tips to help you to put together a good press release.

Put in the most newsworthy information

Who, what, when, where should be at the top, with the least important information at the bottom - this is called the inverted pyramid model and it is how journalists are trained to write.

Facts and photos

Boost your story with relevant data and good photos (ideally taken by a professional photographer, not taken on a smartphone). Include one photo and say “more available” rather than clogging up journalists’ inboxes with big files.

Call a spade a spade

A journalists’ job is to untangle professional jargon before it reaches the press. You can make their life a bit easier by avoiding technical terms and writing in plain English.

Quotes

Quotes are important but they need to add something to the story without repeating information contained elsewhere. Try to avoid being “thrilled” “honoured” or “excited”.

Don’t attach your story, put it in the body of the email

Don’t send one line emails saying “See Attachment”. It may not be opened. Always paste the press release directly into an email so it can be easily read on a smartphone or tablet.

Give it a good headline

Your headline should tell the story even if a person doesn’t actually read the rest of the article. If you want ideas on how to write a good headline, just pick up a newspaper and have a read. Which headlines catch your eye and why? Now try to write a similar headline for your press release.

Are you ready to write your business Press Release yourself? Let us know your experience and the response. Also share with us if you have any more points to add.

4 Strategies to Embrace Diversity in Your Business Place!

Diversity is an economic and legal priority in business. It increases the bottom line, encourages innovation and steers businesses away from legal issues. Business owners, managers and employees need to find ways to embrace and respect diversity. Diversity, in business, makes it more sustainable & successful.

Take a moment to write down what your biases are and how you can avoid these affecting the way you conduct yourself when you are at work. Here are 4 strategies to start with:

1. Language

Avoid language that demeans a particular group of individuals. Avoid being patronising and jokes that have religious or cultural inferences.

2. Invite input from people with different backgrounds

Not only does this show respect, it makes good business sense to have a diverse opinion.  Inviting people from many backgrounds and cultures will increase the pace and creativity involved with innovation.

3. Respect religious holidays

Most businesses respect Christian holidays. However, all important religious holidays should be respected for employees of that particular religion.

4. Recruitment

When hiring or promoting individuals do so on the basis of facts only. Skills, abilities, knowledge and results should be the only factors involved in your decisions.

Though there are a lot more, these help you start with implementing diversity at your work place. Embrace diversity in your firm and you are on the way to a more fulfilling and productive business.

The world is a mosaic of cultural differences and the workplace should be as well. Respecting your colleagues and employees is paramount to tapping the valuable diversity in your business.

What are your thoughts?

Contact us for further advice to have a diverse company culture!
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Half My Advertising Is Wasted, I Just Don’t Know Which Half”

I read an interesting (and disturbing) statistic recently from Forbes. It stated that 45% of CEOs agree that ‘marketing efforts are wasting money’.

Yes, I’m an accountant (and proud of it) but I’m also a business owner. In many respects I’m in a unique position. I not only have to run and build our firm, I also get to advise dozens of other business owners (our clients) on growing their firms, making sure their financial management is as good as it can be, and ensuring they don’t pay a penny more in tax than they have to.

However, we are different to most accountants because we take an active role in helping our clients grow. That’s why we invested a considerable sum to give our clients access to one of the world’s leading sales and marketing systems (the BGSvault).

But when I read that statistic from Forbes, it reminded me of a famous quote from department store mogul John Wanamaker, who said: "Half my advertising is wasted, I just don't know which half".

It’s fair to say I have this discussion regularly with a number of our clients. They don’t measure the results of their marketing, so they have no way of knowing what’s working and what isn’t makes my team and me very ‘number conscious’. We do measure everything. That includes our marketing. I want to know if I spent X on a strategy, what return did I get?

Why is that important? Well, it means I know which strategies to invest more of our hard-earned money into and which strategies to ditch or try and improve. It’s not rocket science, but as small-business owners we have to watch the pennies and leverage as many things as we can.

I also smiled when I read that statistic from Forbes. I wonder how many CEOs actually know what their marketing results are and which strategies work. It is highly likely they are just like John Wanamaker—they haven’t got a clue.

This one simple act of measuring the results (or lack) of ALL your marketing is so simple, yet it will have a significant effect on the growth of your firm.  It’s your job to make   sure   you  put  in  place  a  mechanism that  gives  you this  data.  In   my   experience,  I can  tell you, it is TRANSFORMATIONAL!

4 tips to Optimise your Email for Mobile Devices!

74% of smartphone owners use their devices to check their email (Source: Gartner)

It has been estimated by Radicati that by the end of 2018, mobile email users are expected to total over 2.2 billion & 80% of email users are expected to access their email accounts via a mobile device.

Rather than the statistics, if you check at how you check your email versus how you were doing it just a few years ago, you will realise the importance of smart phone email compatibility.

Mobile Email Usage! Source: PanoramaStock

The rate at which emails are opened on a mobile device is rapidly increasing. So, when it comes to your business’s approach to email marketing, you need to make sure your messages look great no matter what size screen your audience is using.

Here are 5 easy but important tips to optimise your email so that it is responsive to both small and big screens alike:

Formatting

An easy way to make your emails more mobile-friendly is to use a single-column template. This will make it easy for people to see all of your information without having to click to zoom in. People consume information differently on a smaller screen. One of the biggest differences is how quickly they can scroll through and scan information. As such, you should format your email content for people who like to scan. Start with a short header message that sets up the content people are about to read. The copy that follows should be clear and concise. Replace lengthy paragraphs with short, snappy sentences that let people know what you’re doing, why it’s important to them, and what action you’d like them to take. You should also avoid lengthy paragraphs that can slow down the reader and distract them from giving your content the attention it needs.

Images and Branding

Include an eye-catching image that helps the reader connect with the message you’re sending out. Bear in mind that on many mobile devices, images won’t display automatically and some will turn off displaying images by default. As such, it is important not to overload your email with too many images and to always make sure you have text to provide the details people need.

Include High Resolution Images

High resolution images will ensure images are sharp and crisp. Readers will be pleased with the content present. More than that, it will improve the click-through rate of images' hyperlink!

Strong Call-to-Action

Now that you’ve set your message up to work well on mobile, the last step is to make sure your readers clearly understand the action you want them to take. If you want people to show up to an event, or call to place an order, it is important to clearly state what you want them to do and give them the information they need to take action. If the next action is online - to visit your website, register for an event etc. then you should include a link that’s visible and easy to click on any screen size. Remember that on mobile devices, your readers need to be able to use their finger to click or scroll. Avoid stacking multiple links or putting different links too close together. Whenever possible, add a button that’s easy to click from a phone’s small screen.

How to keep your clients happy? 8 Simple Steps!

Keeping existing clients happy is a lot easier than acquiring new ones. But that’s easier said than done.

Think of yourself as a customer. When you walk into a shop, you expect to be treated in a certain way - a smile, a small greeting, “Hello, how are you?” and you want to feel like you matter.

You don’t want to be treated as just another customer. Excellent service makes a difference to how you perceived the experience and if you return to that store again.

Opposite our office we have a coffee shop called Rise. If I ever want a coffee, I go there and wouldn’t think about going anywhere else. This is all because of their excellent customer service.

Even before you are at the counter ready to order, you’re greeted with a friendly “Hello” and the staff make you feel valued and appreciated. Here are a few ways you can keep your clients happy so they are amazed by your service and never want to leave…

1. GIVE FREE ADVICE

If you come across as only wanting fees from your clients, they’ll run in the opposite direction. Giving free advice shows that you care about your clients’ success. It doesn’t mean you have to be on the phone with them every day answering a list of questions, but if they know you’re available to give advice when they need it, you’re more likely to be referred.

Don’t think about trying to sell them other services - treat it as a form of developing the relationship with your clients.

2. UNDER-PROMISE AND OVER-DELIVER

We say this a lot to our clients, but it’s true! If you promise someone too much, you’re putting pressure on yourself just to impress.

If you can see them for one hour a week, but you tell them they’re entitled to 30 minutes of your time every single week—they’ll be blown away when you over-deliver.
 

That’s a lot better than making promises you can’t keep (even though your intentions are never to break them).

3. COMMUNICATE CLEARLY WITH CLIENTS

If there is anything clients like - it’s to be kept informed, even if you have some bad news to tell them. Don’t let months go by without speaking to them. And this goes for your team too. Make it part of your team ethos to regularly keep in contact with clients about their workload. No matter how small the situation may seem, if a client’s work changes, they should be informed. 

It will go a long way in creating excellent customer service. 

Feedback emails are a great way to check in with clients to make sure they’re happy with the service provided. Ask your team to send an email to clients every few months making sure that everything is running smoothly. (This is a great way to keep your firm moving forward.)

4. BE AVAILABLE

Similar to point 3, communication is key to developing a strong relationship and making sure everything runs smoothly. 

You can’t be available every hour of every day, but there’s nothing worse for a client than not being able to get in touch with their accountant. Set aside a few hours a day when you are free to chat to clients if they ever need you and let them know that you’re unavailable any time outside of these hours.
 

People don’t like to be left in the dark about things, and if they haven’t received a response back from you within a few days, then they will lose confidence that you care.

5. DELIVER WORLD-CLASS WORK

This goes without saying really, but if clients aren’t satisfied with the service provided, they will cancel.
The primary reason clients came to you is because of the service you provided, and not how great your customer service is. Keep track of any work your team might do for clients, so you are always aware of the status of their work.
 

If your service isn’t up to scratch and they don’t see results - you can expect a cancellation.

6. ASK YOUR CLIENTS QUESTIONS

The only way to know what your clients want is to ask them. Feedback emails (as mentioned earlier) are an excellent way to over-deliver. And it goes a long way that you made the effort to ask.
 

Ask questions about their company too - find out the best times to communicate with them, what excellent customer service means to them, what their goals are and more. Establish what their expectations are and exceed them. Treat this as an opportunity to get to know your clients too.

7. MAKE EVERYTHING PERSONAL

People like personalisation and not being treated as just another client (think back to what I said about Rise earlier). This means every moment of truth with the client should be personal - from their name on letters to a personal touch to emails.
 

Make all of your clients feel appreciated. If you’re holding an event - invite them along. Invest time in building a relationship with each and every one of them.

8. UNDERSTAND THEIR POINT OF VIEW

Your clients are busy people and you won’t always get a response from them as quickly as you’d like. If you know that you need something from them, then asking the day before isn’t sensible. You have to put them first. 

Put yourself in their shoes. If they’re upset with how a member of the team has spoken with them, empathise and do everything you can to turn the situation around. Get the facts from your team and see the situation from the client’s side. (This doesn’t mean they’re always right, but look at things from their side)

PJ

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