Archives April 2014

Crazy Persian’s Small Business Marketing Tip #16: The Rise of the Marketing Machines!

The More you can get Machines to work for you the better.  I am talking about Marketing of course.  Please don't invent Skynet, Arnie or anything silly like that x x

The More you can get Machines to work for you the better. I am talking about Marketing of course. Please don’t invent Skynet, Arnie or anything silly like that x x

OMG! 10,200+ words and I am getting excited.  Only 16 / 101 tips though, so I better keep writing and one day I shall get there!

15. The Rise of the Marketing Machines!

Almost in any business type, some form of “Automation” is important in terms of wealth building. Be it you are hiring humans to help you in your business create more value beyond you can create alone or say using the power of Online Marketing to get thousands of eye-balls onto your Products / Services – the critical concept is using systems that create value beyond your own manual work.

The term for this is “Leveraged Marketing” – basically you apply the use of Marketing Strategies that work far beyond your own capability. Using my own self as an example, when I started my business – my Marketing work was very transactional in terms of time. That is I would go to Networking Events (I still do BTW – love it), meet people one on one and talk business. This works great and I think Personal Selling is amazing on a range of levels. However, it is not that strong in a “Leveraged” respect.

As my business progressed, I started using more “Automated” and “Leveraged” forms of Marketing. This included both Real-World and Online Techniques such as Strategic Partners, Driving Referrals from Clients, Workshops, Seminars, Facebook Promoted Posts, Email Marketing and the like.

When it comes to building your own Sales & Marketing Plan it’s always great to think about the multiple techniques that you can use. By implementing more and more Leveraged Marketing Techniques it helps you get more clients, allows you to increase your hourly rate and ultimately helps you expand the business beyond yourself. Then it makes hiring staff much easier in that you have the sales coming into to justify it! This logic brings me to my next insight:

Crazy Persian’s Small Business Marketing Tip #15:

“Make Full Use of Automated and Leveraged Marketing. It’s Awesome!”

Quite a bit of Automated and Leveraged Marketing may of course cost cash to do, so generally we find that Small Business Owners implement more of these techniques after they have been in business full-time for say at least 18 months (as by then you should know what you are doing and have a great income base to invest some of your profits back into marketing).

As I love to say, Marketing is like Oxygen for your business! The more you do it and the better you do – the more your business will grow!

Homeless Veterans: My own Pain and Glad Someone is Doing Something About It!

Being a Veteran was never easy for me.  I lost the plot many times in my early 20s.  Homelessness and Glad I kept it together!

Being a Veteran was never easy for me. I lost the plot many times in my early 20s. Homelessness and Glad I kept it together!

In my life I have had a few tastes of being Homeless.  One when I was about 10 years old (but I was lucky, only on the street a few days and the Salvation Army saved my chops) and a few times in life between homes.

I have more experienced “White Collar Homelessness” in the last few years. It wasn’t a lot of fun and at the time I didn’t tell anyone anything.  Now that I have won with success, I don’t mind telling my story now.  It totally sucked at times being kicked out of where I was living and my poor cat and I had nowhere to go.  I found a great safe house for my cat, lived in my car for a short-while and it was tough – but not really!

Saying I was “Homeless” is a stretch compared to some people I have known and I can understand why.  As Veteran myself, watching close friends get mortally wounded in gun-fights and almost once dying too – when I left the Government I was very “Sick” for a long-time.

I did my best to put it behind me and start living a normal life, but over-time I would have many Post Traumatic Stress Attacks. Sometimes I could barely keep it together in trying to lead a normal life and in the few times I have been “Homeless” it totally freaked me out.  I saw this very scary image on the U.S. Department of Veteran Affairs Facebook Page.  They are doing a great push to help get homeless Veteran’s off the street.

Obviously that is North America and even in Australia, there are quite a few homeless Veteran’s out there.  I think the reason why some of us do end up on the streets is that after our Trauma’s we can lose our place in Society.  That is, doing basic functions can sometimes be incredibly difficult.  Keeping jobs, holding relationships together and the like has been hard for me at times and as a Vet – whenever I was homeless I would think “OH NO! I hope I don’t make the stereotype”.

Even though my life is rocking now, part of me deep-down is always scared about winding up on the Street Full-time.  I think part of my most “Extreme Motivation” is this fear deep down – say losing my business, my money, my friendships, my relationships and winding up down and out in society.  When I used to pay my rent with my Credit Card – this spectre always hung around with me.

My advice and lesson? Veteran or Not – I have known many awesome high earning people to wind up homeless.  This can be though losing everything and having nowhere to go, being in a relationship and getting kicked out onto the street or even say Fire or Flood.  I find that regardless of the reasoning, being “Homeless” does mess with your head and it is certainly not a lot of fun.  So the cure? Work really hard, Save Up Money, Do your Friends heaps of favours and if it hits the fan one day – perhaps call in some favours!

Don’t get me wrong, I am all for abundance and positivity – but also reality too.  If you have no money and no support – you will probably wind up on the street, so don’t make my mistakes awesome people – REAP HAY WHILE THE SUN STILL SHINES!

Thank you from Edward Zia! Marketing Mentor and NOT a Homeless Veteran (yay!)

Preparing for My Trip! I so can’t Wait – and Boy I Need this!

This is the place I am staying at in Manila.  I so can't wait, but no pool for me!

This is the place I am staying at in Manila. I so can’t wait, but no pool for me!

I am so excited and getting ready for my first business trip since I got washed up in the GFC very long ago.  I am totally excited by the prospect of course and not long to go! I fly out to Dubai not this Saturday, but next Saturday and what is going through my mind are all the new things I am going to see.

Also, I am very lucky to be connecting with some totally awesome people on my fine work trip.  Lots of great Business People who are self-made that earn LOTS more money than I do! So for me, I want to pull my ear-plugs out and put a massive sock in my mouth x x

Since I have been in business (also noticed this in the workforce, but for whatever reason it seems more obvious when one is an Entrepreneur) many people who do the opposite.  I think one reason why I have enjoyed a level of success in my life now (that I didn’t for a long time) was my decision to really “Shut the Hell Up”, listen to other people and only speak when I know what I am on about.  I have found that many successful people I work with are sure – can be quite opinionated and expressive (and why shouldn’t they be – they know what they are doing), but if you look at them at the core they are very considerate thinkers who are open to other ideas and debate.

I remember earlier on in my business, I had a “Friend” (who ended up unfriending me on Facebook and ignoring me later in life – just lovely x x) who would rarely take my advice.  Sure, I don’t expect everyone too – but the advice I was giving was extremely balanced and well researched. They always disputed me, against their own results and the market justification I gave them.  I don’t care if someone disagrees, but if someone goes against their own results and a strong justified argument, who can’t help thinking “Hmmm – Really?”.  Unfortunately for my old “Friend”, they didn’t do well at all on a Financial Level and if they are in business 1 year from now (at least earning $50,000 and more per year) I will be very suprised.  Quite sad actually! A brilliant person who had lots of potential shut their mind to the world to their own demise.

I can’t point the finger though – I once did the same and this was part of the reasoning I got washed up in the GFC and had to start my life again.  Oh well, a great lesson learned and boy I won’t do that again!

Bringing this back to my trip, which I am very excited about – I am going to make sure I don’t behave like my old “Friend”.  For me, it’s all about doing business the right way, LISTENING (Yes Edward Zia, you got to shut up and Listen!) and having an open mind to new experiences and ideas around me.

So here goes to more listening and less talking and can’t wait! My advice from my own mistakes? Be careful who you take advice from – BUT, if someone is doing well and has a kind agenda, then keep a very open mind and be ready to learn new things.

Thank you from Edward Zia! Marketing Mentor and Man who loves new ideas!

Life: It’s Awesome and Boy it Can Change Quickly!

The Character Craig Boone from Fallout New Vegas. The game tells his story about a man of loss refinding his purpose in life.  Boy I so related to this fellow!

The Character Craig Boone from Fallout New Vegas. The game tells the story about a man of loss finding his purpose in life. Boy I so related to this fellow!

In about 12 days I fly out on my first Business Trip since I got washed up many years ago in the Global Financial Crisis and boy am I totally excited! As an “Old Persian Man” of 35 now, as I sit here I am not only pondering my first self-funded work trip, but also the revolutions and changes in my life.

This Business Trip of mine was always on the cards and was one of my “Bucket List” items I had some years ago.  I thought in the “Highly Unlikely Event” I succeed as a Business Owner / Entrepreneur I will go on this trip.  The great news was that I did! It has got me feeling very proud, but also lucky in quite a reflective way.  I am working around the world visiting Dubai, the United Kingdom and also the Philippines.  I am blessed to be spending time with some amazing business leaders and learning from the best.

It wasn’t too long ago that I was in between homes, sleeping in my car as I had nowhere else to go and pondering how I am going to get through the day.  A great part of my life I have described as “Living like a Rat”.  That is, surviving from day to week, week to month, and month to years – quite a painful type of existence I lived since the GFC where my own failings lost the farm.

It has got me thinking about one of my favourite Video Games, “Fallout New Vegas”.  I am sure this is a complete boy thing and one of the side-characters in it in an Ex-Sniper by the name of “Boone”.  The Fallout Series are basically set a few hundred years in the future after a nuclear apocalypse with society rebuilding itself (much like society being one unsettled “Wild West” so to speak).  Boone loses his wife to slavers years before the game is set and you find him as a very disturbed character.  You can ally with him and depending on how you help Boone, you can help him solve his problems and create a new life – or you can kill him if you want!

Of course I helped Boone in the game as when in those days I played those “Role Playing Games” I totally immersed myself in the action, making in-game decisions as I would in real life.  In helping Boone, he starts thinking differently and turns his inward pain into a positive purpose of helping others.  By the end of the game, he is quite a positive character who helps save many others from the fate his wife suffered from the Slavers that captured her.

Boone only reminds me of my own journey.  From losing some old friends in battle many years ago, to the Global Financial Crisis splitting my life into two parts – I was very sad for a long time.  I was homeless later on too and all this had a negative effect on me.

As I came to grips with my ownself, I started to look at things very differently.  When I changed my own view on what happened, I started becoming happy and appreciative.  Did my circumstances change? No actually at the time, but I DID.

And guess what? I loved the pain and wouldn’t replace it for everything. In my own life journey, the painful experiences have coalesced into a driving purpose – which ultimate gave me the internal motivation to keep at my own business and helping the lives of others. Today, I don’t even remember my old self and like Boone from Fallout, being lost and finding my own way over time ironically gave me the mental freedom I was really looking for.

My advice? If your life is awesome then ignore this post! Just make sure it stays awesome so you don’t learn the logic I have gone through.  If your life ain’t what you wanted it to be, may I suggest you go hard in changing it and look at how you can channel our pain & suffering into a way of helping others.  To me at least, I have helped changed many lives for the better and the reality is that if I never lost the farm, there is no way I would have been able to achieve that objective.

Hope you enjoyed my post! Not quite on Small Business Marketing as I have been lately, but on a topic that has really got me reflecting on how to improve lives for the better!

Thank you from Edward Zia – Marketing Mentor and Reflective Old Persian Man of 35.

Crazy Persian’s Small Business Marketing Tip #14: It’s Awesome being a Productive, Head Strong Rebel with a Cause!

As Sam Worthington has done on Camera and Off Camera Lately - Sometimes you have to stick it to the system, pure and simple!

As Sam Worthington has done on Camera and Off Camera Lately – Sometimes you have to stick it to the system, pure and simple!

9,893 words now can’t wait till I break 10,000 in my next tip! Hope you enjoy this one I have written 11PM on a Monday night.  This one has been bugging me to come out in words all week and hope you love it! Thank you from Edward Zia x x

14. Think like you are in “The Resistance”

In coming from an “Employee Minded” family – starting a business was really against the thinking / training I had was when I was brought up. I was all about top grades, getting a great job and somehow the Corporation will look after me. The Corporation certainly failed me in that regard eventually rewarding my hard work and dedication with unemployment and leading to conditions causing me to lose almost everything I had (I had my health and my training thank God so I could rebuild better than ever!).

I am all for “Good Grades” and education and what is important to me is where that energy is channelled. I am very lucky to be a Volunteer Business Advisor to some student bodies at Macquarie University (in Sydney, Australia) working with some amazing students. I often speak to hundreds of them at a time on a range of topics, mostly Marketing, Business Networking and Entrepreneurship.

Even though there are many students studying very hard, a great chunk of them are acting out of more of an entrepreneur type of an agenda and not getting “Screwed” in the Corporation like I did for many years. Perhaps it was my own bad judgement for maybe not working for the right companies or letting people walk over me – but let me say this, I am glad to be in my new life today.

For many people who was like myself in Corporation still working out how to go full time – or even in business, but very stuck and surrounded by people not supporting them, I think that it’s critical as per my earlier writings to think like a “Resistance Guy / Girl”.

Where I am coming from in this case is the importance of really thinking independently and creatively. Although this sounds very “Obvious” on the surface and is arguably a cliché – the reality is that this implies going against possibly people around you. This could be current bosses if you are still at work, or let’s say you are in business and your friends / family isn’t supporting you. In order to succeed in this scenario, you have to be a Resistance Character to fight how people around you are squeezing you and not living your dreams.

I know of some amazing women out there who are working very hard at creating new businesses for themselves. Taking risk, putting themselves out there and guess what? Their husbands are sabotaging them at every step. Be it open force saying “You can’t do that” to the more subtle, manipulative and darker forms of trying to make them fail – it’s really bad and I am dead against it. My advice to these women is pretty much the “Resistance” angle and telling their pathetic husbands how the world works and that they must support their hard working wife’s dreams and intent. Earlier on in my own business I had so many people telling me I would fail and it wouldn’t work.

Almost all of these people failed in their own businesses and I am around today to write me book, bringing me to my next insight:

Crazy Persian’s Small Business Marketing Tip #14:

“It’s Awesome being a Productive, Headstrong Rebel with a Cause!”

So if you are being pushed around, squeezed and unsupported like I was once – may I suggest it’s time for an uprising! As much as I wish visualization worked all the time, reality kicks in and sometimes there are just mean people standing in our way. Stop them and don’t let them kill your dreams and your righteous reward for your awesome hard work!

Crazy Persian’s Small Business Marketing Tip #13: No Dawg Eat Dawg – Karma will pay you a visit!

Always great to expect back of whatever you are putting out.  Chris Waters (shown here) is a kind man who puts out support, help and quality.  No surprise he gets back the same!

Always great to expect back whatever you are putting out. Chris Waters (shown here) is a kind man who puts out support, help and quality. No surprise he gets back the same!

Almost 9,300 words to my book and I hope you enjoy my lucky 13th Tip on Small Business Marketing and Management. Thank you from Edward Zia!

13. No Dawg Eat Dawg – Karma will pay you a visit!

Even though this post’s topic may seem quite obvious, I need to state it clearly as you get a huge chunk of people that just don’t think this way at all. In my business experience (especially in the Networking Scene) most people are awesome and very caring. That is, let’s say you buy a Website from someone – they will charge you a fair price and work hard for you.

I have been very lucky to work with this Brand Strategist & Design Specialist by the name of Chris Waters. He runs his own boutique agency and I would have known him for a few years in the Sydney Business Scene. When I first met him, you could tell “He is a good guy” and over time as I have worked with him more – he is totally driven by the “Win / Win”. That is, whenever he interacts with the Market (be it Hiring people or serving his own clients), there is always great fairness flowing from him in either direction.

In another example opposite to Awesome Chris – this so called “Man” I knew for a few years. He was always unreliable, but I thought he was “Okay” and one time he asked to work with me. We started working together to an “Okay” start and then about 6 weeks into our engagement he all of a sudden the day before an appointment said “I want to put us on hold and I am not going to pay your bills on time – it will take a few months”. I was like “What?” – the week before he was telling me how great I was and then out of nowhere he just started manipulating me. It was really mean and I just finished up with him, asked for my money and distanced myself from him. As “Karma is a bitch” if anyone would ask me about him, I would tell them the upfront truth (putting aside ethics, this guy wasn’t too clever. Trying to rip off a Networking Leader is not a good move!). Surprise, Surprise we don’t see this guy too much. His lack of ethics and abuse of me only resulted in lack of goodwill for him, reputation damage and worse – he wasn’t very nice to other people as well (meaning no more business for him).

Going back to Chris Waters, the direct opposite. Ethical, Kind, Reasonable and Karma works in his favour – he is treated with respect, professionalism and courtesy. As well and being a cool guy! This of course brings me to my next insight:

Crazy Persian’s Small Business Marketing Tip #13:

“You get back what you put out. So put out Awesomeness, Kindness and Help!”

Sounds so simple, yet so true and profound! I only wish more people would think this way, so if you are reading this I bet you are awesome and we are on the same page for sure!

Crazy Persian’s Small Business Marketing Tip #12: Keep a Strong Hand on the Ball and Never Let it Slip!

We all can drop the ball in business, marketing and life at times! No problem with that, just pick it up before someone grabs hold of it!

We all can drop the ball in business, marketing and life at times! No problem with that, just pick it up before someone grabs hold of it!

8,700+ words and loving how the book is coming along.  Hope you enjoy this tip awesome friends!

12. Keep Your Eye and Hand on the Ball!

Including myself once a upon a time – I have seen many Awesome Small Business Owners undo themselves very quickly by losing control of a given relationship, situation or worse – their whole business. In the years I have been working away I have come to realize that Small Business has lots of moving parts and variables.

From getting up in the morning, to keeping your clients happy, to making sure they are paying, to using social media, to buying new toner for your printer and working out on your own how to get the upper hand in tricky situations – there are lots of balls you have to hang onto!

Sure you create process, delegate and all that – but you still have to have really good perception to keep an eye on the health of your business. I have seen people really “Drop the Ball” in a large way in this area with some unfortunately common examples:

• Not Selling when they are busy: Dangerous! Your billings for the month may look wonderful, but if your Marketing Pipeline isn’t full then you are up for a whipping.

• Being Deceived: This happened to me a lot when I started my business, be it someone pretending to be my friend to get referrals and help (then bailing on me after they cleaned me out), to people not paying their bills and stretching you – it’s critical to see deception playing out before you and countering it.

• Work Life Balance: You tell me one person that does this well and it benefits them. If a client has a problem and you have to stay up all night fixing it, are you going too in order to keep the client? (Derp!)

I have been all negative Nancy but I have some good news! At the start things are very hard, but as you get used to things our sub-conscious minds do one outstanding job of collecting all the information and helping us on Auto-Pilot. It takes time and effort to get there, but once we do it rocks! Thus this brings me to my next insight:

Crazy Persian’s Small Business Marketing Tip #12:

“Keep a Strong Hand on the Ball and Never Let it Slip!”

Earlier on in my business, I had this person really hurt me on a close emotional level. I did nothing but invest in helping them get ahead and it was all a rouse to get referrals and free support from me. I dropped the ball at the time and it cost me! The great news from this experience is that it has given me a close eye for deception and I found that many of my friends and clients have had similar issues – so I could now help them considering I was “Qualified” in the matter.

If you do drop your “Ball” for even a split second then kick your adrenaline into action and pick it up! Make sure you do before someone else and learn the great lesson God (yeah God x x) is teaching you to make you Tougher, Smart and more Awesome!

Crazy Persian’s Small Business Marketing Tip #11: Work out your Specialty ASAP and Just Market That!

Nothing better than sitting back and reflecting on what you should do in your business and what you probably should not be doing! Sell what you love and what the market wants and is willing to pay for in my book!

Nothing better than sitting back and reflecting on what you should do in your business and what you probably should not be doing! Sell what you love and what the market wants and is willing to pay for in my book!

8,200+ words now and this chapter is of massive importance to myself and I feel many people out there! I hope you enjoy this one and enjoy the read.  Thank you from Edward Zia – Marketing Mentor!

11. Decide on what you are Going to Do and NOT Do!

When we all start our Small Businesses the first natural thing to do is to offer ALL of our Products or Services. I think the reasons we do this are related to the critical question “What does the market want?”

Let’s say you are running a Coffee and Sandwich Shop. Sure – you have a fair idea that people drink coffee and like sandwiches, but what type of sandwiches do they prefer? What type of coffee? Will they buy muffins? Vanilla Slice? Do you need to sell Potato Chips as well? What about Freshly Squeezed Juices? Iced Coffees? Etc.

As we start off with this often level of low understanding of the markets needs and wants, we just offer everything and often the Market Tells us what they like. Let’s say extending the Coffee Shop example, very few buy Muffins, Potato Chips and always lean towards the Freshly Squeezed Juices and the like – easy information and feedback! Just drop all the unhealthy food and really focus on the health options as the market is TELLING you what it wants through sales results.

The same goes if you are in Professional Services of some form as well – basically selling your knowledge for money. If you are say a Coach – what skill are you selling? Is it more Goal Setting, Motivational type of Work, Workshops, Public Speaking or Counselling? Let’s say people don’t you like listening to their problems, but want you to motivate them and give them sales tips. You may turnaround and call yourself a “Sales Coach” instead of a “Motivational Coach” if that is the feedback you get.

Talking me personally as well – when I started my business I was very much the same. I got some not so good advice and went to the market as a “Business & Mindset Coach” – thinking I had to do everything! Before long (as in line with my Corporate Experience and Post Graduate Qualifications) people saw me as a Marketing Mentor – so that is what I became! I also made some big decisions as well as to what not to do. As I hold a Specialized Skill set I don’t do general motivation or goals. It would be like a Heart Surgeon diagnosing people with colds – not the right fit.

Think about yourself and your own business? What are you doing? What do you like? What will the market pay for? And of course, what do you want to deliver? This brings me to our next insight:

Crazy Persian’s Small Business Marketing Tip #11:

“Work out your Specialty ASAP and Just Market That!”

You may already be in business and right now you already know! A common example is in the Website Industry where you can get “Cheap Websites” (say under $1,000). I have worked with many in that space who one day wake up saying “NO MORE!”

That is, they actively decide to focus on Premium Websites and what the market really wants in the higher levels. The higher margin gives them the living they want and also the payment for their time to make their clients rocking websites.

My advice? Start thinking about what you like and don’t like and tweak your business to suit! Don’t just drop things, but gradually tweak / refine your business to offer exactly what you want and to ensure you get paid what you deserve!

Crazy Persian’s Small Business Marketing Tip #10: Short-Term Pleasure Vs Long-Term Success

Ultimate Pleasure vs Ultimate Sin - Quite often as Small Business we are confronted with those Short-Term Pain Vs Long-Term Payoff scenarios.  The question I think is what do we do next?Ultimate Pleasure vs Ultimate Sin - Quite often as Small Business we are confronted with those Short-Term Pain Vs Long-Term Payoff scenarios.  The question I think is what do we do next?Ultimate Pleasure vs Ultimate Sin - Quite often as Small Business we are confronted with those Short-Term Pain Vs Long-Term Payoff scenarios.  The question I think is what do we do next?Ultimate Pleasure vs Ultimate Sin - Quite often as Small Business we are confronted with those Short-Term Pain Vs Long-Term Payoff scenarios.  The question I think is what do we do next?

Ultimate Pleasure vs Ultimate Sin – Quite often as Small Business Owners we are confronted with those Short-Term Pain Vs Long-Term Payoff scenarios. The question I think is what do we end up doing in those tender moments? 

Almost 7,770 words and my Small Business Marketing Book is getting there! I hope you enjoy this fine section which I have seen many either get this wrong and lose out – or get it right and kick butt! Hope you love it and thank you from Edward Zia!

10. Short-Term Pleasure Vs Long-Term Success

This is a massive area where I have seen hundreds (if not thousands) of people struggle with their Small Business Marketing and General Success. All too often do I see many make Short-Term decisions (that even sound questionable) with that move often having the consequence of robbing their Medium to Long-Term future.

This can include behaviours such as:

• People not investing the money into their business, e.g. Cheap Dodgy Business Card that make them look bad.

• People not working hard because they don’t feel like it, e.g. They get “Bummed Out” and stop selling.

• People just spending on stuff they don’t need or say putting a holiday spend in priority over business investments.

And the list goes on. One thing I have seen time and time again is this strange “Holiday Fallacy” that people enter. When it comes to their business and their future, let’s say it costs $300 to print some high quality business cards and cheap ones are say $100. They will go ahead and do the cheaper option to save money and starve their business of the love and help it needs. BUT OH NO, when it comes to a holiday, nice flights, destinations, rental cars, blowing $350 on just one meal is quite common.

Why do people do this? And I mean they are intelligent people too. My own belief is that it comes down to what people think their business actually is and what it means to their family. If you say have the belief that your business is your retirement and the lifeblood of your family (as I certainly do) you naturally treat it with nothing but respect as you would a physical possession in your home. But, if you heart is not in the job or you think your business is just some “Cash Cow” to fund yourself, then your behaviour tends to put luxuries and entertainment over sensible business investment.

The Top Self-Made Multi-Millionaires I work with (including ones with the millions in Pound Sterling) completely get this. Of course they know to have a party and have a great time, BUT they know the difference when it comes to expenditure and where it is just a luxury and when it has a commercial payoff. The clever ones also know how to meld the two – so you can have an awesome time in a commercially sensible manner (which is what I like to master!). This brings me to my next point:

Crazy Persian’s Small Business Marketing Tip #10:

“Awesome Business Owners spend with their Long-Term Interests at Heart”.

Do you buy that expensive trip or upgrade your computer systems to work faster? Spend that extra $150 on better business cards or a night on the town? And then instead of “OR” thinking, can you take your clients out for a night on the town and have fun and make money at the same time?

Either way, your long-term interests are critical! You never want to rob the future to pay for the present. How can you spend your precious pennies today so it makes you nice fat dollars tomorrow? This type of commercially rational questioning combined with strong decision making to me is a critical component of entrepreneurial success.

Crazy Persian’s Small Business Marketing Tip #9: Iron Belief in Your Own Awesomeness

Awesome Self Belief starts with Us.  I have found in reflection on this topic is that we always need to 'Search' for a reason to do it.  The fact we search is the issue.  Just believe you are awesome and do the right thing!

Awesome Self Belief starts with Us. I have found in reflection on this topic is that we always need to ‘Search’ for a reason to do it. The fact we search is the issue. Just believe you are awesome and do the right thing!

7150 words on the dot for my Small Business Marketing Tip Book now and loving it! This one makes me sound more like a “Life Coach” talking about abundance, spirituality, flowers, bunnies, kittens and all that great stuff.  But it’s true! Cute kittens are awesome and so are you (as only “Good” people read my blog).  So this one is dedicated to you from Edward Zia! Marketing Mentor with a mighty big stack of papers brewing!

9. Iron Belief in Your Own Awesomeness

Without sounding too much like a “Life Coach”, punching in the air and saying in a cheesy American Accent “Yeah, You can do it!” – I think this point is very easy to make and takes a long time to really practice and integrate into ones psychology.

I am not coming from so much of a “Happiness” perspective here, but more of a Small Business Marketing & Commercial Viewpoint. The reality is that in your own business and running around as an Entrepreneur it’s all on you and chances are that have to do lots of Selling!

Be it Face to Face or even if you are on Online Person, you will have Product / Service that you need to move. Personal and Online Selling are areas of their own expertise that must really be mastered and underpinning this what I like to coin as the “Iron Belief in your Own Awesomeness”.

(Me included in this remark!) – Many awesome people just downgrade themselves for no logical reason and look at them, their own skills, capability and ethics far lower than what they actually are. Sure you get the odd person that is the other way around (i.e. totally incompetent and thinks they are better than sliced bread) but this is fairly rare.

Most just think more negatively of themselves than they actually are and this is the source of many problems. If you don’t think as much of yourself, you tend to get screwed over more, you don’t stand up for your rights and it’s much harder to sell which often leads to a weaker Conversion Rate and nowhere near as many leads as you deserve.

In going through this process myself and really coming out on the other side, I can sum this up in one powerhouse tip.

Crazy Persian’s Small Business Marketing Tip #9:

“You don’t need a reason to back yourself. You just back yourself”.

I cannot make it any simpler than that. Sure, if you have been trashing yourself for years there may be voices in your head fighting you on this one but it’s time to start believing in yourself deep down and going for it.

Your Partner, Friends, Pets, Colleagues and your Bank Account will love you for it.

Trust me on this one! I am a Marketer!

Crazy Persian’s Small Business Marketing Tip #8: Be Honest. Be Real. Do the Right Thing.

You just know when something looks right on the surface, but something isn't just quite stacking up! As a Small Business Owner too I think it's really important to keep an eye out!

You just know when something looks right on the surface, but something isn’t just quite stacking up! As a Small Business Owner too I think it’s really important to keep an eye out!

The Small Business Marketing Book is now 6,700 words plus! Exciting times and from Edward Zia – Marketing Mentor, I hope you love this passage!

8. 100% Authenticity – Being the Real Thing and NO FAKING!

It’s 11:17PM as I write this tip and even though it’s late, I had to write it up while it’s super-fresh in my mind. I finished running one of my regular evening Business Networking Events in Sydney and it’s full of mostly great people.

I run tons of Networking Events around the place and most people are awesome, but you get that few people there which don’t tend to add to the value of the room.

These are people who just sell and have an agenda to push. What I find interesting about these types of people is that be it you are a seasoned business person or you are starting out, everyone can pick something funny from a mile away. Be it fake smiles, someone pretending to “Be your best Pal” or the like. I had one interesting experience where in one of my private Facebook Groups I had this person “Trolling” me (basically trashing my views and thoughts publically in a forum environment). I got lots of complaints about this person, gave them a polite warning and they didn’t apologize – just tried to twist things around in a bullying sense. So all good! I removed them from the group and unfriended them on Facebook.

A bit of time later, they rock up at a Networking Event which I was running, pretending to be my best friend like nothing happened. I was professionally polite (and they didn’t cause any trouble, so I let it go) – but it was painful watching them follow me around, completely faking liking me and just trying to manipulate me.

It was so obvious, one of my friends at the event was giggling away watching the social dynamics and it’s incredibly obvious when people just aren’t being honest and being totally In-Authentic. This “Warning / Anti Example” brings me to my next insight:

Crazy Persian’s Small Business Marketing Tip #8:

“Be Honest. Be Real. Do the Right Thing.”

Chances are if you are reading this passage you are totally thinking “Well Derp Edward! Of course I am like that”. I am sure you are good, but the reality is that some people just aren’t like this, they are completely fake and not on our side. The trick I think is to be on the look-out for these shady characters and pro-actively dealing with them. A bit like the “Troll” trying to be my best friend – NO WAY! I was totally onto the tricks.

You want to be surrounded by people authentic and awesome like you! Chances are if someone is inauthentic they are hiding something or have an agenda. Run like crazy and you only want to work with people who rock. The world is big enough for everyone and there are more than plenty awesome people for you and me to have as awesome clients!

Crazy Persian’s Small Business Marketing Tip #7: Do the Right Thing. People have memories and are watching you closely!

Ethics, Ethics and Ethics! I have seen many Business Owners thankfully fail for demonstrating lack of respecting others and doing the right thing.  Us Awesome People rock and it's the fun most Profitable Way to be!

Ethics, Ethics and Ethics! I have seen many Business Owners thankfully fail for demonstrating lack of respecting others and doing the right thing. Us Awesome People rock and it’s the fun most Profitable Way to be!

6,200 Words Plus now for my Small Business Marketing Book! Yay, I am so happy and hope you enjoy these tips! Thank you from Edward Zia – Marketing Mentor and Hopefully Author one Day!

7. Develop a Sense of Ethics and a Long-Term View

When I first started my business, some of my peers were certainly quite shady. Even though I have been in the Senior / Corporate Marketing Manager jobs for at least a good decade, the whole “Consultant” and “Small Business Thing” was a totally new scene for me.

I did some additional Small Business and Entrepreneurship studies at this Private Life Coaching College. Technically they were very good and I learnt some great skills, but there was a Reaper in the shadows with the experience too.

I felt they were quite forceful with their selling to students, always pushing their range of products – unfortunately for me to observe in many occasions people buying items beyond their means and ability to effectively grasp and derive commercial benefit from them.  It was quite a polarized experience in that respect.   In some ways they were wonderful and I give them part credit to my success, but then this other side tended to come out.

They taught me great skills and the college itself (and many of its students at the time) were very critical at my “Selling” or perhaps the “Lack of It” by their extreme definition. They were heavily into the whole “Selling from Stage Thing”, charging quite large prices from early days, sticking people into 12 months contracts, hard-selling and would always promote “Fake till you make it” as their common business zeitgeist.

I never liked this from day one and as I was part of the 4Networking UK / Australia Business Community early on I loved their sense of Friendship based Business Values. It was all based on relationships whereas the Life Coaching College were extremely Transactional in their approach (as they get lots of money from each student, but have very poor Word of Mouth in my experience). I decided to do the opposite and I had NO Contracts, charged what I felt was reasonable prices in line with my experience at the time, never hard-sold and let people purchase in their own time.

What was interested was my “Hard-Selling” peers quite often made more money than me for the first say 3 – 6 months. They would go in there and promise the world, get people to sign massive contracts, charge what I felt to be totally unreasonable rates (in line with their experience levels) and to make it even worse – quite often they would exaggerate their experience.

Take a wild guess what would happen about 3 – 6 months later? Their clients would hate them and do either two things, 1) Rip up their contracts, 2) Serve it out but be kicking and screaming all the way. Quite often 6 – 12 months later these so called “Coaches” would be over-weight, stressed out and often back at work Full-Time blaming someone else for their own failure.

I am a man to praise success, however watching those “People” fail was a good thing in that I felt they deserved to fail. They did the wrong thing from day one and they got what was coming to them. This great experience really got me thinking and justified even more my own Ethical Standards and Viewpoint. Sure, I made less money at the start – but I survived in the end, with heaps of great word of mouth and a great stream of referrals coming my way organically. This experience leads me to propose:

Crazy Persian’s Small Business Marketing Tip #7:

“Do the Right Thing. People have memories and are watching you closely!”

To this day I remember my early experiences and the importance of transparency, trust and ethics in any sort of Business, especially the Small Business type of space. My advice is to anyone, if you find a way to make money the “Wrong Way” – stop and find a way to make money the “Right Way”. I know plenty of Self-Made Millionaires who did it the awesome way.

Awesome People love Awesome People after all!