Archive for the ‘General’ Category

Brand Marketing Strategy Or Relationship Marketing?

Paul Dwyer, business consultant in Brisbane, provides an insight in to using a Brand Marketing Strategy or Relationship Marketing to build your business.

Paul Dwyer shares that over the years, we have worked with, shared time and listened to some of brightest business minds alive. We have had “inside access” to the ideas that have worked successfully in the past to make huge profits.

Traditional Relationship Marketing is now being compared to a Brand Marketing Strategy. Which strategy achieves the best results in new clients and more product sales?

What many business owners are saying today is: “my marketing still works, but it does not work as well as it did before.”

Are you someone who thinks or feels this way?

Do you notice the attention span of people is generally becoming less and less?

Are you noticing a shorter cycle that clients spend time purchasing from you?

Are you noticing clients coming back less frequently? Are you noticing clients spending less money per transaction?

All these factors decrease our profits.

Do you know much about your brand? The value of your brand? What it’s worth?

Paul Dwyer explains that as a business consultant they rarely discuss a brand marketing strategy with their clients because they consider there to be far more ways to strategically create uplift, enquiry and client conversion than “building that brand marketing strategy”.

Most of our time we discuss referrals, joint ventures, strategic alliances, attrition and other strategies which are forms of relationship marketing. These strategies are proven methods that can be implemented in to a business with little cost and if done correctly can reap huge rewards for the business owner.

So when comparing the two strategies, one should first consider marketing the product and service through relationship marketing before heading in to a brand marketing strategy. There is a place for the latter, however, it comes once your product and service have cemented their position in the market place.

However, if we take some elements of branding and apply it to relationship marketing, this may be just the answer to catching your prospects attention and converting them into clients.

Paul Dwyer explained it like this……. when people see an ad on TV, does it make us purchase immediately?

Branding experts will tell us it takes 7 – 10 contact points to get a person interested enough to move into a buying cycle.

However, everybody knows that if “someone they trust” recommends a product, the time until somebody buys reduces dramatically. It can be sometimes immediate. We trust people we know for recommending a product or service far more than a flashy sales person on TV or on the internet.

Whether you think building a brand or relationship marketing is the best, both have their advantages and disadvantages. By combining the best elements of both, we can create a hybrid form of marketing that captures more peoples’ attention; and keep them longer.

What hardly anyone can ever value, articulate or share for business owners, is your brand as an asset on your balance sheet. Hardly any business values the relationship marketing value they have on their balance sheet either. It takes a combination of accounting and marketing expertise to achieve this outcome and forms a major part of the goodwill of your business.

If a business can’t value, articulate or demonstrate this goodwill component in each transaction, how can they hope to acquire a premium price for their goods or services?

How can they ask for a premium price upon selling their business? Most businesses undervalue their asset in this area; but it does not have to be that way.

If business owners can create marketing material for their relationship marketing using the best qualities of brand and relationship marketing; we can create clients who buy quicker, purchase more often, buy larger quantities and buy more frequently.  Is this what you want?

What are some of the ways people build a brand?

·         Logo

·         Sponsorship

·         TV advertising

·         Brochures

·         Business cards

What are some ways people conduct relationship marketing?

·         Work on referral

·         Create a database

·         Have regular personal contact

·         Have loyalty, rewards or frequent buyer programs

·         Grow through testimonials

What if one particular demographic was consistently exposed to your brochures?

Wouldn’t this be building a brand? However, this rate of return is often quite low.

How about if a third party we knew recommended our product and was able to pass on a brochure of ours? This is combining relationship marketing with building your brand marketing strategy.  It sounds quite simple, but has anyone shared this idea before? Are you applying this in your day to day marketing currently? What are the results?

Can you see any risk or costs associated to this form of marketing? How does this compare to what you are currently doing?

Paul Dwyer concludes that if you were to choose either a Brand Marketing Strategy or Relationship Marketing, we would strongly recommend Relationship Marketing first. As your business, your product and your services grows with your third party relationships, there will be a time to move in to a Brand Marketing Strategy. The most powerful strategy in todays economic climate is to combine both strategies as we outlined earlier in this article.

We would really like to “share some time with you” to flesh out and discuss these business ideas with you and apply them to your business. Most ideas will build upon what you are currently doing. We believe, if you are in business, you already know what to do. Reflect and re-focus upon the important factors to deliver maximum return for the effort you already deliver.

Paul Dwyer likes to share ideas that influence how people trust you and how people value you. These are the two key factors in determining every factor related to your sales and your marketing.

Paul Dwyer conducts regular workshops where these types of topics are openly discussed and shared with the participants. Check our Events Section to see when Paul Dwyer will be holding a workshop in your area.

Strategic Alliances | Joint Venture Relationships

Strategic Alliances and Joint Venture Relationships are a powerful strategy to receive qualified referrals for your business.

Over the years, you may have heard of joint ventures or strategic alliances. It is a very interesting topic.

Paul Dwyer, business consultant in Brisbane stated that Strategic alliances are one of the most powerful, low cost, fastest impact ways in marketing to gain new clients.

Yet many people either don’t use them at all, don’t maximise their potential or don’t really know what to do with them, and end up doing nothing at all.

Well, after seeing clients implement strategic alliances and Joint Venture Relationships to varying success, we had a breakthrough of our own last week and wanted to share it.

Firstly, let’s refresh exactly what a Strategic Alliance or a Joint Venture Relationship is:  It’s a relationship where a trusted third party recommends your products or services in an endorsing manner that creates immediate trust and rapport to establish a buying pattern.  Simply, the recommendation creates new clients that spend money with you.

The elements are of a Strategic Alliance or a Joint Venture Relationship:

(1) Your Business

(2) a trusted 3rd party

(3) their database.

Your trusted third party generally refers you clients as long as you take care of them and communicate regularly.

The third party may get a referral fee or mutual referrals or discounts to your own products or services.

So now that we are refreshed…… what’s that breakthrough I mentioned earlier?

While we all know it’s the quality of the trusted 3rd party that makes all the difference, how do we find these people and what do they look like?

Identifying Possible Strategic Alliances and Joint Venture Relationships

Ok, have you ever sat down and done a timeline of your clients? Who do they deal with before, during and after your own services?

Eg, A cabinet maker. They get a lot of renovation work for new bathrooms and kitchens in old homes. If they were getting 1 room done or 1 job done, is it likely they may require additional services in the future? Who else would a home owner need to complete a renovation?

Maybe they need a tiler for the bathroom? Maybe they need a carpet layer? Maybe they need a plumber for the kitchen or bathroom? Maybe they need an electrician for new sockets or lights?

Maybe they need a painter once the job has been done?

All these people fit into the qualities we already know we need and have discussed before

(1) they are non competitive and

(2) they have a trusted relationship with the client.

It would be a matter for the cabinet maker to make contact with all these people to discuss the possibilities of business opportunities and benefits for each other and their clients.

So who can you think of in your own business who deals with your clients

(1) before

(2) during and

(3) afterwards?

Can you create a list?

If you forced yourself to come up with 50 people, can you see how surprising you would be with yourself? What’s the cost of doing this list?

What if you contacted them with the idea of mutual referrals or possible business opportunities?

What if 90% of your list of 50 people eventually were not interested? What if 45 people of the 50 eventually declined? What if 5 new businesses began to send you solid, consistent high quality enquiry? How powerful would this be? What is the cost of doing this? What is the time cost?

What are the marketing costs? What are both these costs in comparison to your current marketing activities?

Paul Dwyer, business consultant in Brisbane conducts regular workshops to help business owners focus on their business. Paul’s workshops create proven successful business strategies that can be implemented immediately. Success is the result of taking Action in the right strategies that are going to provide profit for you and your business.

We hope that now you can see the importance of implement Strategies Alliances and Joint Venture Relationships.

Check our Events Page to see when Paul Dwyer will be conducting his next workshop in your area.

Clarity In Business

“From Confusion to CLARITY In Business………….Does your business also have these hurdles?”

How are your business results going at the moment?

Do you have clarity in your business?

Do you feel like you have so many distractions in your life…….. so many interests competing for your time?

Do you feel like you don’t spend enough time on your health or fitness?

Do you feel like you don’t spend enough time with your family or loved ones?

Do you feel like you don’t spend enough time working on your business or personal wealth?

When people own a rental property, they may get a certain income per year. What if they keep all that money and never re-invest any of the income? What if they never re-paint the property or put in new carpet or do simple repairs for their investment property? Well, it’s obvious, the property will become run down and less valuable. Having clarity in business will help you focus on the profit earning strategies rather than the strategies that don’t work.

So too with a business, how are you re-investing any of your time or money into future benefits, appreciation or enhancement for yourself, your business and your clients? How are you re-investing your time at the moment? Can you take a moment and think about it? The sooner you can move from confusion to clarity in your business, the sooner you can implement loss stops and move your business forward.

What are some of the best strategies for taking care of your business? There is so much uncertainty in the media and general community, often when there are so many challenges, people tend to do nothing or sit on the sideline. Here in lays the opportunity.  Because many people are “sitting it out” (your competitors) there are huge opportunities to follow up. Does this seem true? Somewhere inside you, you know there are major opportunities at the moment.

When was the last time you set aside time to discover new opportunities?

When was the last time you re-connected with yourself and your business?

When was the last time you had focus and clarity for your given business activities?

Focus that lead to new clients, more frequent sales, longer lifetime clients, faster buying time and increased sales?

When was the last time you sat down and asked questions like these: (please take a moment to reflect)

1.       Why did I get into business?

2.       How did I get all my clients in the beginning?

3.       What are the things I most enjoy about my business?

4.       What are the things I don’t enjoy about my business?

5.       What challenges am I facing in my business?

6.       What obstacles or barriers are blocking me at the moment?

7. What new ways have I discovered to create income for my business in the last 2 years?

8.       Where do I want to be 90 days from now?

9. What position do I want to be in Christmas 2010, when I’m sitting down to enjoy a meal?

10.   What position does my business want to be in at Christmas 2010?

These are questions that challenge you to think more about your business objectives, profit and loss, and the steps you need to take to achieve business success. Move out of that area of confusion in to the area of clarity in business.

Paul Dwyer, business consultant in Brisbane conducts regular workshops that help to achieve “Clarity for your business”. To clear out, wipe away, empty out the things that are not giving you the maximum return.

Paul Dwyer believes you already know what needs to be done. You have the answers inside you. It’s just a matter of setting aside some time to re-connect with yourself and your business. Just as an investor re-invests some of their profits into their rental property; Paul Dwyer‘s workshops are about re-investing some of your time and energy into your business.

By the end of the workshops, you will have clarity to gain the momentum needed for immediate impact in your business life and to take your power back!

About the Workshops:

1. The workshop will be tailored for you and your business

2.       You are encouraged to give a brief description of your business via email before you attend

3. You are encouraged to ask your most challenging questions or greatest obstacles before the event via email

4.       You are encouraged to discuss the most exciting ideas you currently have for your business

5. The evening will be interactive with other audience members sharing their success in the attempt to discover multiple ways of success for each participant

6.       There will be elements of core strategy for long term growth

7. There will be real world, real life tactics to be taken away to create immediate impact the next day

8.       We will look at what you are doing well now, and seek ways to improve it

9. We will look for what you are not doing now, and create an action plan for implementation

We have seen first hand strategies that are working well for business and strategies not working well. We have seen what used to work, not working now and also how to optimise old strategies so they keep creating income.

Your mind is very powerful. When used to its potential, it can achieve great things. The evening is an opportunity to open up your mind to the creativity, imagination and recognition of the profit’s that are in front of you. Achieving clarity in business is only one of the topics that Paul Dwyer discusses in his workshops to benefit you.

Check our Events calendar for the next workshop near you.

Every success to you and your business.

Paul Dwyer

Business Workshop in Brisbane | Confusion To Clarity

“From Confusion to CLARITY………….Does your business also have these hurdles?

How are your business results going at the moment?

Do you feel like you have so many distractions in your life…….. so many interests competing for your time?

Do you feel like you don’t spend enough time on your health or fitness?

Do you feel like you don’t spend enough time with your family or loved ones?

Do you feel like you don’t spend enough time working on your business or personal wealth?

When people own a rental property, they may get a certain income per year. What if they keep all that money and never re-invest any of the income? What if they never re-paint the property or put in new carpet or do simple repairs for their investment property? Well, it’s obvious, the property will become run down and less valuable.

So too with a business, how are you re-investing any of your time or money into future benefits, appreciation or enhancement for yourself, your business and your clients? How are you re-investing your time at the moment? Can you take a moment and think about it?

What are some of the best strategies for taking care of your business? There is so much uncertainty in the media and general community, often when there are so many challenges, people tend to do nothing or sit on the sideline. Here in lays the opportunity. Because many people are “sitting it out” (your competitors) there are huge opportunities to follow up. Does this seem true? Somewhere inside you, you know there are major opportunities at the moment.

When was the last time you set aside time to discover new opportunities?

When was the last time you re-connected with yourself and your business?

When was the last time you had focus and clarity for your given activities?

Focus that lead to new clients, more frequent sales, longer lifetime clients, faster buying time and increased sales?

When was the last time you sat down and asked questions like these: (please take a moment to reflect)

1.       Why did I get into business?

2.       How did I get all my clients in the beginning?

3.       What are the things I most enjoy about my business?

4.       What are the things I don’t enjoy about my business?

5.       What challenges am I facing in my business?

6.       What obstacles or barriers are blocking me at the moment?

7. What new ways have I discovered to create income for my business in the last 2 years?

8.       Where do I want to be 90 days from now?

9. What position do I want to be in Christmas 2010, when I’m sitting down to enjoy a meal?

10.   What position does my business want to be in at Christmas 2010?

We are conducting a workshop 12 October 2010 to discuss 1 topic “Clarity for your business”. To clear out, wipe away, empty out the things that are not giving you the maximum return.

We believe you already know what needs to be done. You have the answers inside you. It’s just a matter of setting aside some time to re-connect with yourself and your business. Just as an investor re-invests some of their profits into their rental property; this night is about re-investing some of your time and energy into your business.

By the end of this workshop, you will have clarity to gain the momentum needed for immediate impact in your business life and to take your power back!

About the Business Workshop:

1. The workshop will be tailored for you and your business

2.       You are encouraged to give a brief description of your business via email before you attend

3. You are encouraged to ask your most challenging questions or greatest obstacles before the event via email

4.       You are encouraged to discuss the most exciting ideas you currently have for your business

5. The evening will be interactive with other audience members sharing their success in the attempt to discover multiple    ways of success for each participant

6.       There will be elements of core strategy for long term growth

7. There will be real world, real life tactics to be taken away to create immediate impact the next day

8.       We will look at what you are doing well now, and seek ways to improve it

9. We will look for what you are not doing now, and create an action plan for implementation

We have seen first hand strategies that are working well for business and strategies not working well. We have seen what used to work, not working now and also how to optimise old strategies so they keep creating income.

Your mind is very powerful. When used to its potential, it can achieve great things. This evening is an opportunity to open up your mind to the creativity, imagination and recognition of the profit’s that are in front of you. We would like to share some time with you on Tuesday 12 October to discuss your business. Please ask any preliminary questions you may have. We look forward to seeing you.

Our Promise

We promise to give 100% of our effort at this evening workshop. We promise to give our all and leave nothing on the table. We will share the secrets behind the success of winning businesses. We also promise a 100% money back guarantee to any participant not totally delighted. We insist on giving total refunds with no questions asked if this workshop is not beyond expectations.

The Venue & Time

97 Business Secrets Pty Ltd October 12 Workshop

Date:                             Tuesday 12 October 2010

Time:                             6.00pm

Venue:                          6/24 Windorah St. Stafford, Qld, 4053

Participants:              Limited to 20

Investment:               $220


Enquiry email:          paul@97businesssecrets.com

Postal Address:         P.O.Box 1146 Stafford, Qld, 4053

Website:                       http://www.97businesssecrets.com

The event is at our business premise 6/24 Windorah St, Stafford, Qld, 4053.  This is just off Stafford Rd near Stafford City Shopping Centre.  The starting time is 6pm.
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Best Regards

Paul Dwyer

97 Business Secrets

Here’s what some people have had to say about the presenter:

Testimonials                                                    97 Business Secrets Pty Ltd

“I am writing to thank you for helping us achieve outstanding results with our business. What really impressed me more than anything was your talking from the heart honesty and dynamic passion to really help us achieve our goals. I am sure that you can help any business from the very small to large corporations achieve remarkable increases in many areas of their company and especially by improving their bottom line profits.” - Bob Allwright, Brilliant Attitude Tasmania


In 2008, Paul took 15 minutes to explain a small part of my business during our regular consultation. I took action and saved over $10 000 this year from one expense! I will save this much money again every year into the future. Adrian Pang, All Type Cabinets. Stafford, Brisbane


“I have known Paul for a number of years. He is a marketing genius. I’m not exaggerating. Give him a few minutes of your time and tell him about your business. Then listen to him. You will not regret it. We have been implementing many of the very effective low cost marketing ideas that have boosted our business to the point that we have doubled our team to cope with the demand. If you want your business to grow and make more money, let Paul work with you.” - Sylvie Watts, Managing Director, Stretch Limited Hong Kong

“If I had not learned what I did from Paul in November 2008 and implemented it immediately, Organising Solutions probably wouldn’t be around today. I’m not exaggerating at all here. At the end of last year, 70% of my corporate training clients put our contracts on hold ‘until the economy recovers.’ This means my primary revenue stream has nearly dried up in the last 3 months. When I could see this coming, I had a chat with Paul, and he helped me quickly and easily create a second revenue stream which has sustained my business. Of course that’s a huge relief, but here’s the kicker – now we are actually growing during a recession because of the model Paul designed.” – Kristin Lowe, Managing Director, Organising Solutions Hong Kong


“Paul has been our trusted advisor for over 5 years. It has been the best trading in our companies 30 year history. I discuss every major business decision with him. We have created a whole new stream of income from one of his ideas that now employs 4 full time staff. This profit has increased the overall value of our business asset”. – Kevin Doneman, Bundaberg

Database Marketing

Database Marketing | Tip 1 From 97 Business Secrets

Database Marketing is an important business marketing strategy that is completely under utilised by so many business owners. Without database marketing, businesses are losing out on a huge income earning and customer building potential.

WHAT IS DATABASE MARKETING?

In brief, Database Marketing is creating a list of contacts that can be used to build your business through a variety of strategies. The database should include all current and previous clients, prospects and leads.

The database should be organised in to categories with specific information about each contact. You want their name, email address, phone number, address, male or female, demographic area, interests, previous purchase history or services preferred etc. etc.

Now that you have your database in specific categories, you can target market the exact individual database with your specific offer, product or service. People often get fed up with irrelevant “spammy” information. However, they appreciate being notified of “offers” that are within their area of interest.

So if your database is properly set up you will know exactly which category of contacts to market specific offers to. More importantly, you will know who NOT to send the offers to.

Database Marketing also allows you to maintain and build ongoing relationships with those on your contact lists. Sending them quality information that is “content rich” without a sales pitch is seen as welcoming. Sending an overabundance of “sales pitch” material will have your contacts unsubscribing quicker than you could ever hope to replace them.

So spend time to create a quality Database. Build your relationship with them. Spend time nuturing your database. Those that are your prospects and leads will soon become clients and customers.

There are various systems that are available to help you both create your database and to continue communicating with them until they either join you as a client or unsubscribe. Automated Lead Generation systems will help start a database by capturing the details of visitors to your website. We’ll cover the systems in a future Post.

Paul Dwyer and 97 Business Secrets will provide ongoing marketing strategies to help your business achieve success. Let us know if you have any questions and we will answer them through this Blog.

Contact us for further information or to help you create your Database Marketing system.






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Paul Dwyer – 97 Business Secrets

Paul Dwyer is a Business Marketing Consultant based in Brisbane, Australia.

Paul now utilizes all his experience as an Accountant, successful Property Investor and Business Owner to help other Business Owners succeed.

Paul has helped businesses in many different industries. Whatever your business, Paul can share ideas with you to assist in greater success in the future.

Contact Paul Now for a FREE Consultation to see how he can help you achieve greater resourcefulness in Business.