Use Zimbabwe Newspapers To Steal Customers

It’s easy to steal customers in Zimbabwe. One way is with killer newspaper advertising.

To be clear, i’m not talking about killer LOOKING ads, i’m talking about money MAKING ads. For the next few days I’ll cover the strategies, tactics, mindset and insights needed to steal your markets attention with your advertising. (Customer Thief: Have you read the book?)

Effective advertising goes far beyond just placing a big ad in the Herald newspaper with lots of colour and a nice logo…I’m talking about the principles that get results. Once you learn the science of advertising – in Zimbabwe you can practically rule, I know, I’ve done it.

Firstly understand that the following is a list of principles – not short term techniques. That means it

• Doesn’t matter where – Herald, Sunday Mail, Fingaz, Zimbabwean, Independent  or a magazine etc
• Doesn’t matter whether you’re doing display or classifieds ad
• Doesn’t matter what product or service – selling property, car sales, computer, cell phones, furniture, events management, consultancy, etc…once you know how – you know how.

So here we go, in no particular order 15 tips on creating winning newspaper ads in Zimbabwe…

1. Focus your time on developing a strong headline for your ad. The headline is the ad for your ad and has by far the greatest impact on your results. I typically write between 10 or 20 headlines before I settle on one. Don’t settle for the first thing that enters your head…it’s probably not nearly as smart as you think.

2. Capture attention and speak directly to the reader about something that’s important to him immediately in your headline. Forget what’s important to you, forget your logo and your company name…your focus now is completely on your prospect.

3. Once you headline has done it’s job (which is to attract the interest on the right reader), then focus your ‘body copy’ on presenting a compelling offer with as many benefits as you can afford to include (You’re being charged per-word).

7. To catch a prospect, think like him. It’s about what he want to know, not what you want to say. Benefits are what your prospect is most interested in…give him what he wants.

8. NEVER ever try to close the sale in a (short/small) classified ad. You’ll waste your money and get less response than you could’ve. Use the two-step formula for maximum results. Use your classified ad to find hot leads. When those leads contact you (via phone, email, whatever) that’s the time to go for the close. There are multiple reasons for this…trust me – it works.

9. Make it easy for people to contact you. This is especially important in Zimbabwe with cell phone networks as bad as they are. If they can call/email or visit…that’s the way to do it.

10. Write your ad as though you’re talking to one person. Have that person in your mind when you write. This makes your communication more personal, effective and it’s easier to build rapport.

11. Use simple design options to make your ad stand out. A double thick border, a different colour, a block on the headline…be creative without wasting money.

12 Use the F word. Offer something Free if possible. People respond to that like nothing else. A free report, info pack or even a free quotation – whatever.

13. Evaluate your competition. I’m amazed by how so many are content to pay and publish ads that look exactly like their competitors ads. Just go through the herald classifieds and look at the real estate/ computer or vehicles for sale section. It’s dumb – don’t duplicate your competitors…stand out. A better offer, a different design layout, a unique approach.

14. Forget grammar – delete words in classified ads. Edit your ads for unnecessary words that take up space and cost money without contributing to the marketing effort. ‘the’, ‘and’ etc. This isn’t an English exam, it’s a business exam.

15.  Choose your category or section carefully. This is worth very careful thinking and can often make a huge difference – especially in classifieds ads. If you’re wise, you’ll test different sections with the same ads and key the results.

There you have it, that’s it for today. Advertising works, if you work it. It’s probably the most used marketing tactic…yet one of the least understood. An ad that has been tested over time and maximized based on solid strategy and market feedback is worth gold to you. I’ve done my part…now do yours.

Tomorrow – 10 questions to ask before you write a single word of your advert. These questions are what make the difference between an amateur and a master customer thief.

Zimbabwe Newspapers: Bad News is Good News

Zimbabwean journalists aren’t interested in writing any Good news in the newspapers. They don’t look for it and i suspect, even if they found it, it wouldn’t make it into the paper. That said…there is A LOT of good news and business opportunities in the papers. Not intended, but it’s there – especially for businesses.

Shocking right?

Of course, to see it, you’ll have redefine what good and bad news really is for your business.You’ll have to learn to see the opportunities revealed in the bad news.

For instance if you read that businesses are closing down. Is that goodnews or bad? Depends.

• Can i buy assets cheap from the business that just closed down?
• Maybe that means less competition for me.
• Can i find out why they closed and avoid the same mistake – free education
• What if i can go after their experienced and qualified employees, that ordinarily maybe hard to find…
• Or what if…i think you get the picture.

The point is businesses exist to solve problems. No problems, no opportunities and no businesses. Entrepreneurs, Businesses and institutions and even economies fail when they start to take bad news at face value. That’s when they become problem conscious. They start to blame MDC/ZANU PF, they blame their parents, their pastor etc. You’re not like that are you?

Here’s how i look at it

Bad news happens when needs arise. Good news happens when someone saw the need, ignored the negativity and turned it into an economically viable solution. You’ve got to decide how you’ll interpret the news around you. They’ll be lots of good, or bad depending on what you’re looking for.

Max

p.s. Here’s an example. You want to start a business but you’ve got no money? Well if you’re creative and determined here’s how to turn that into good news!

Zimbabwe Business: Business In Zimbabwe Standing Still

It’s true, business is standing still in Zimbabwe. Talk to any business owner and he’ll tell you how much money he’s owed – and how no one is paying up. You’re probably going through it yourself. There’s very little genuine economic activity taking place – and what a great opportunity for you!

Think about it.

When is the best time to overtake and make progress…when you competitors are running, or when they’re asleep? This is the time to gain market share… now that competitors are losing it. If you cant do that, then gain ‘mind share’ and if you can’t do that, then gain whatever kind of share you can!

Your choices are few. Either;

OPTION A
• Shrink back, fearful and discouraged
• Outsource your responsibility and response ability to others
by joining the blame game – Zanu PF, MDC, your parents,
pastor or whoever you want.
• Abandon your dreams of significance and contribution.
• Downsize your ambitions from greatness, to mere survival.

Don’t get me wrong, there are many and very good reasons to be discouraged and angry at political, business, church, education leaders. There are good reasons to become fearful of the present and lose hope for the future – to become selfish and self centric…but don’t.

OPTION B
Put to work these invisible forces of good in your life and business. Demand more from life – your skills, talents, opportunities time & every resource. Demand that the doors of possibility and prosperity be opened to you. Refuse to accept limitations and achieve your goals in 2009… no matter what.

Faith and hope are the very core of the entrepreneurial spirit. Selflessness and service are the backbone of the entrepreneurs business. Without these, you’re a victim, a weakling, a mediocre man or woman.

I truly believe that this is the best time to be pressing in to achieve business success – even in Zimbabwe. Don’t wait for circumstances to support you, let them catch up. You can beat your biggest and most fierce competitors by being bigger in spirit. While they complain, wait and procrastinate you move forward. You can gain incredible advantages that aren’t available in easier times. While they’re business is standing still, you’re moving forward.

Regards

Max Soutter

It all comes down to knowing how to turn bad news into good news and finding the opportunities hidden in problems…see that post here.

Biggest Business Mistake Of 2009

After 3000 hours of research and study I can tell you what the biggest mistake in business is. Turned out I didn’t even need to study to learn it.

It’s worse than investing in the wrong idea. It’s worse than having to redo a thing not done properly. Worse than hiring the wrong guy. It’s worse than over paying, undercharging, or any other strategic mistake. It’s…

Talking without acting.

We all do it once in a while – especially around about this time of the year. We talk about what we’re going to do – even write it down. We tell family and friends how 2009 things will be different. “I’m going to start that business, invest in marketing, pay for that service” etc Then after the hype is gone… nothing.

We forget. Procrastinate. Get distracted. Whatever.

Make this mistake once you’re likely to miss out on a great opportunity. Keep on making it, you’ll end up not just a failed entrepreneur, but a failure in life.

My advice? 2009 has come. Attack it. Not with words alone. With action. Swift, aggressive and consistent action. Use your words to embolden and inspire yourself into action. Use pressure to get your juices flowing into action. Refuse to be of the mediocre lot who talk of impressive things and don’t follow up. You’re of a different kind – you’re a success, you’re someone going somewhere.

A poor plan implemented is better than a brilliant plan, not implemented. If you made that business mistake in 2008, don’t do it in 2009

Max Soutter

p.s. There is one other mega mistake that’s a close 2nd for me…especially in Zimbabwe – check it out here

Commodity Broking/ Trading Business Setup Kit

This kit is a collection of resources designed to handle the needs of any commodity broking or deal making business. There is a wide range of tools, so go through the list thoroughly. You’ll notice a comprehensive assortment of forms, templates, guides, checklists and business letters that will save you time and money starting up and setting up your brokering business.

Trading & Transactional Documents (over 30 forms, templates & guides) When managing a diverse portfolio of products and transactions across multiple scenarios, you’ll need the flexibility & efficiency of a well defined & designed set of ‘transaction management’ forms. With over 30 of them here, thoroughly designed and thought through, you’ll be ready to handle anything fast and easy. 

• q Ordering
• q Receiving
• q Selling
• q Shipping
• q General

Logo and stationery design Kit. Enjoy the benefits of an attractive and credible brand Image working across all your stationery and communication pieces. It will inspire confidence in your business from partners, suppliers and customers. 

• q Brand Logo design
• q Printable Business Card design
• q Printable Letterheads design
• q Printable Compliment Slips design

Saved and formatted for you in all 7 major design formats allowing you flexibility and confidence in any scenario.

Business Website Design Get a website that will show case both your product range & your other services to potential millions. Your business website is the ideal communications tool for dealing with partners, suppliers and customers across town, suburbs and even countries as your trading opportunities expand. Good website design can also be a great credibility building tool, especially in your line of business. 

• q Home Page
• q About Us page
• q Contact Us page
• q Services page

Or choose our niche site option and get unlimited pages, password protected pages, free hosting & registration, search & comment capabilities, all for the same price.

Company Registration Get business registration quick and easy. Also choose from one of our available names or register a personalized company name of your choice.

Finance package. Never be caught unable to create or manage your finance info. Whether it’s budgets, cash flow, cash projections & financial planning etc. This comprehensive set of forms & templates already programmed with basic finance formulas, allows you to do all of this with greater ease than ever before.

Human Resources Management Package. No more confusion about how to hire, partner, recommend, terminate, manage, measure & motivate employees in your new startup. This package is your personal human resources assistant helping you get the job done with all kinds of templates and forms. You’ll easily put together a comprehensive human resources policy and procedures manual.

Sales And Marketing Package.  Now you can create, measure, plan and analyze your marketing, even without much previous skill or experience. Marketing is the life blood of your business and you’ll love the convenience of this package. Create marketing plans and marketing strategy that works.

Further Details

Delivery: Depending on your location and preference, you will receive your kit either on special personalized download link or on CD.

 Free back up service: We keep a copy of all your designs (brand and website). If you require these in future (lose or damaged your CDs). 

 Cost: For the duration of this promotion period, all kits have been drastically discounted. Depending on your chosen options, type of business and delivery preferences you kit will cost you between ($450USD – $1200 USD (fuel coupon equivalent).

The discount period will last from now until end of January after which the price will may more than double to reflect it’s true value. Don’t waste time, take full advantage of this special offer immediately. If you’d like to discuss a payment plan, then feel free to give us a call or pop an email.

Are you ready to act today?

Call us on- +263 11 661 853 OR 263 11 867 867

email: max.soutter@gmail.com 

Doing Business In Zimbabwe: The Four Secrets

With inflation in the Zillions, most Zimbabwean entrepreneurs have had enough. Are you one of them? Perhaps you’re thinking of leaving to ‘Harare North’ (UK).You’ve hit your head against the wall so many times, yet it doesn’t seem to break.

Well what If, instead of trying to break the wall down, you found the door? Not only that, but you also found the key?

If you’re interested I can show you both. The door is called leverage. And there are four keys that will open almost any business door you want. In my last Book “Cash Baron Secrets”, I’ve out lined these for you in a simple, easy to read, practical way.

You’ll see how;

1) I got a got a half page advert in the paper for free.

2) How I turned four hours of work into a 6 month ‘money saving stream’

3) How I got a timely cheque from an almost stranger, who didn’t like, or trust me – no begging necessary.

4) How I got a business to work 12 months to build a marketing opportunity for me, at their own expense without them even knowing it.

5) Lots more

The great thing about all these examples is that they’re from years ago…when I didn’t have a cent or a reputation. You’ll see exactly how I used leverage to survive and thrive where others were failing.

Download it here 100% free

http://bizsetup.wordpress.com/category/free-downloads/

I still leverage today. The higher inflation gets, the more relevant the keys become for any entrepreneur in these extraordinary times.

Max Soutter

I’m going to leave the book for free download for a few more days, then it will be removed from the site. So if you’d like to learn from a once ‘desperate cash baron’, then download it now.

http://bizsetup.wordpress.com/category/free-downloads/

talking about leverage, for a limited time, here’s how to start a business without money

Zimbabwe Business Plan

Surviving and thriving in Zimbabwe isn’t impossible. Challenging – yes. Impossible – No. It does however call for ideas and strategies beyond the scope of most academic and business textbooks. You’ll need “extraordinary measures in extraordinary times” – just ask Governor, Gideon Gono. It’s in his new book.

 An example of extraordinary measures is the Zimbabwean Business plan. If done well, it will include a number of considerations that you wont find in any generic business plan template. Whether for investors, partners or yourself, answers to these questions could make or break your Zim biz.

 Every Zimbabwean business plan should consider:

1) If you can’t charge in a stable currency, how do you intend to maintain the value of your money? (barter trades, a quick cash to asset conversion, stocks and shares etc)

2) If your business is not a cash cow, for example high priced goods, how will you meet the daily cash requirements for your business? (Can you change the shape and form in which your payments are made? How creative can you be with suppliers and payment schedules? What fast moving related (or not) products can you sell to keep cash flowing? etc)

 Another example of this is the obvious need to setup multiple bank accounts. If you have 10 employees, each should have a bank account with 5 banks. Same goes for the Directors and the business itself. Also, develop a ‘Withdrawal strategy. How can you get employees paid without the downtime?

3) Territorial defense against imports. Remember what happened to Delta? They lost mega market share because they weren’t ready for the competition from imported brands. Are you? If your competition from SA (and beyond) come round, can you survive? What’s your game plan? Don’t procrastinate on your strategy.

4) Shorten Your Time Frames. What would conventionally be considered medium term planning overseas, would Long term here. The environment is a little more volatile, and dynamics change a lot faster. Your plan needs to be more fluid or flexible. Surviving and succeeding today is more of a factor here than it is in most places. Take this into consideration.

5) Recruitment and replace plan. We have one of the fastest employee turnover rates in the world. Acknowledge this and plan for it. How can you keep employees longer? If you lose one do you have a plan for quick replacement? Flexi-packages and employee policies could prove useful. .

Is this list complete? No, it’s just to stimulate your thinking. It’s meant to empower and inspire you to be practical and unconventional. Zim biz can work, just not in the same way as elsewhere. For Zim business, throw away the Cambridge text book!

Yours for smarter business

 Max

Looking for a smart, practical and proven approach to setting up your business? Checkout our business setup kit. It’s fast, affordable and ‘Zimbabwe Proven’

Zimbabwe Company Registration: Benefits of Registering Your Business

If you’re starting a business, you’ll need to register it. Almost everyone knows that, but not everyone knows why. Here are the top five reasons I recommend registering your company (in no particular order).

 1) Legal reasons. Unless you want the government coming after you for their taxes, only to find out you haven’t being paying any for the last year you’ve been in business – you’d better register and pay your taxes.

 2) Liability. When you register a company, and do it right, the business literally becomes an entity of it’s own. That means it has the capacity to free it’s owner (you) of any legal liabilities if anything goes wrong.

 For instance, say you’re involved in a deal that goes bad and for some reason, you’re unable to fulfill on an order. The people you owe could come after you to get their money. If you haven’t registered the business as an entity separate from you, they’ll be coming to your house to take your personal assets.

 If however it’s the business that owes them, they can only go after your business, not you personally. Unless of course you’ve done some things you shouldn’t have.

 3) Accessibility. Want a bank loan or even a corporate bank account? Want to strike a partnership with another business? Want to formally hire someone or even sell your business? In the formal business world, your business doesn’t really exist if it’s not registered. That means without it, there’s a lot of basics you just cant do – especially if you want them to be recognized legally.

4) Marketing. Credibility is a major issue if you’re hoping to attract and sell to anyone whose not in the informal market. Not being registered means you cant really build a solid brand. Nor can you confidently design stationery, brochures, do adverts or any other marketing material professionally.

Company’s that aren’t registered are considered to be ‘fly by night’ businesses. The kind that are here today and gone tomorrow. No one really wants to do business with someone who could disappear with their money or product anytime.

5) Protect your Intellectual Property. Without being registered you don’t really exist in the formal business world. That also means that your ideas, brand, reputation, intellectual property are extremely difficult to defend, especially in Zimbabwe. Anyone can take your ideas, brands or proprietary information and use them without your permission.

Not a good position to be in. It means if you’ve done really well and worked hard for your good reputation, I can literally name my business the same name as yours and start stealing your customers, trading in your name – and they’ll be nothing you could do about it.

Hey how many reasons do you need? Truth is, if you’re serious about actually building a successful business, there’s no way around it, don’t look for one. There are of course different ways, strategies and companies you can use to register your business.

 Here’s the best offer you’ll find for full registration. It includes useful FREE bonuses and resources you wont find anywhere else. For business registration, go to www.bizsetup.wordpress.com/companyregistration

Cash Baron Secrets

Struggling to make ends meet? Cant quite get business going?
Working on a seriously low budget? I’ve been there.

In my latest ebook “make Money Secrets of a Desperate Cash Baron” i’ll show you
some of the tactics i used in my startup days to make things happen.
I’m talking about

how i got adevertising with out paying
how i’ve gotten complete strangers to give me cheques
how i’ve leveraged other businesses with ease
and how i’ve put together failure proof marketing pieces

Most of the stories are from my very early days, but the
principles still work today – and even better.

After working with hundreds of businesses in almost 40 industries
i can tell you that the higher inflation in Zimbabwe (or anywhere) climbs,
the better these strategies work.

Dont be left out – you can download the book now, no cost and
no signup neccesary

Click here to download

How to Choose the Right Business For You

Some weeks I get to talk to between 10 and 20 entrepreneurs, one on one, all at different stages of their business development. Inevitably there are going to be two or three people who really want to be in business, but don’t know which one. Are you in that position? Here’s my advice – just three points.  

1) Self Analysis. Explore yourself first. There are hundreds of businesses, products or services you can get into in Zimbabwe, more than most people think, but not all are suited for you.

 What natural skills, knowledge, talents, passions do you have? You love numbers? You’re a good communicator? A brilliant sports person? A flair for art? Are you a good organizer? Love to travel?

 Look at what you’re good at and enjoy, then ask yourself “Can I package this and sell it?” In other words, can you turn it into a product? If not, can you combine it with something or someone else to turn it into a product that can be sold for profit? Last resort, can you turn it into a service? (I say last resort, because in a service business you will be forced to sell your time for money, which limits you.)

 Don’t commit to anything just yet because next you’ll need to do some…

 2) Market Analysis. Is there a demand for what you can do? Where’s the pain your product can solve? Where’s the problematic opportunity that matches your talent/ skill profile? In what form? Which market opportunity represents the greatest need for what you can do?

 If there is no demand for what you’re trying to do, just forget it, don’t try to generate hunger unless you have an endless budget and really thick skin. Just move on to a different idea, or a different twist on your current one.

 Once you’ve found a match between your talent profile and a market need, you’ve done most of the work. By the way, you don’t necessarily need a massive demand, just an intense one.

 Also, in Zimbabwe you’ve got to be careful of going into business to service the latest trend created by Gideon Gono or some new political development. You may end up devoting time and money into something, just to see everything change and render your investment useless.

3) Competitive Analysis – How will you differentiate yourself from those offering something similar? If you’re meeting an established need (as you should in most cases) then you’ll most likely have competition. How can you position your solution as better?

 If you’re just another commodity, selling exactly the same thing to the same people in the same way, you’ll always have to compete on price. Competing on price makes your business extremely vulnerable.

 It means no matter how long you’ve been at it, someone else can wake up tomorrow morning and steal your biggest customers by charging less. You’re trying to get rich, he’s just trying to survive, so who do you think can afford to charge less?

 You’re also competing with big businesses that can buy in bulk and therefore get discounts you might not be able to afford. That means they can also sell for less than you. You best bet is to differentiate your product/ service.

 Offer something extra your customers consider valuable. A free something, a longer guarantee, unique service, different flavours, colours, brands or whatever. Don’t be different for it’s own sake, do it in a way that’s profitable. Do it by answering the question “Why should I do business with you, even though I have so many other options?”

 Going through all these steps is a lot harder than just randomly picking something or following the crowd, but the rewards are also much greater. Take the time to get a feel for all these factors before you choose your business. Don’t take too long though, don’t fall procrastination, perfectionism or ‘analysis paralysis’.

Take action, and you’ll be well on your way to a successful new business.

Max Soutter