When it comes to explaining to someone else a complicated procedure that you do, it’s a pretty safe bet that, first time around, you will not be able to tell them exactly what you do so they can carry out the procedure themselves.  It’s almost certain that you will leave some fine detail out of your description and this will not be realised until someone tries to carry out your instructions.

There can be a few reasons for this.  The most common reason for not giving every detail needed is because we do not realise what every detail is.  We do the job so often, or so well, we don’t realise the self programmed bits that make the difference.  In other words we don’t know what we know.

Do you think you could write down every single movement required to enable a non-driver to drive down a street, turn the vehicle around and come back again?

My guess is that you have already made an assumption that you can before you’ve even started to think about how to do that task.  You are assuming that when I said ”vehicle” I meant a car.  What if I meant a horse drawn stagecoach, or an articulated truck, perhaps a tracked vehicle like a Sno-Cat?

I didn’t give you all the instructions did I?

These assumptions are where the problems start and are then compounded by internal self-programmed short-cuts.

The reason I’ve brought this subject up is because I recently wanted to know how to do a certain routine on my computer.  This is a very common routine for nearly all marketers on the Internet.  Therefore, I thought it would be easy to just go to YouTube and find the relevant video showing me how to do it.

Simple you would have thought.  Well, yes, and no.  Plenty of info telling my how to do this routine but not one of them told me how to integrate the routine into my blog or website.  Is it assumed I should know where it goes?  How it all fits in with what I’m trying to do. Usually all that is said is “This is the code that you need.”

I didn’t have a clue as to whether it went on my sales page, separate file or split between the two.  If some bits of code have to go into a separate file where is that file then placed?  Does it go into an existing folder or do I make a new one.  Do I need to index it anywhere?  All fine detail that is left out because the person doing the telling is assuming we know everything else except the bit they are telling us.

Those giving the instructions know how to do it without thinking about it. They don’t know that this may be vital information that needs to be passed on.

So if you are thinking of doing a “How to” video, or instruction sheet, on ANY subject, would you please get someone, who does not know about what you are trying to tell them, to attempt to carry out your instructions. Watch them while they do it if possible. If you have to say or do anything to help them carry out your instructions please add it to the instruction set. And if it is part of a larger routine, like my coding example above, then please make sure the whole routine works, not just the bit you’ve given instructions for.

We amateurs may then stand a chance of actually learning something from you properly.

Anybody got any instructions for mending a soap box?  I’ve just fell off mine and broken it.

For anyone getting involved with sales of any kind these days, the word marketing soon crops up.   It used to be the word sales.   Then a perception developed that anyone in ‘sales’ was a bit low life and not to be trusted.   They were sort of looked down upon.  “Oh he’s just a salesman” was often the descriptive terminology used.  People in the business of selling had to put up with this image lowering phraseology for years.

However, as mankind evolved, sales talk also evolved.  You only have to compare the ‘politically correct’ language of today, compared to only ten years ago, to see how language and perceptions develop.  The male chauvinistic to feminist era before that also very slyly changed not only language, it changed whole trains of thought.

So salesmen, being salesmen, gradually managed to alter ways of thinking about their profession by declaring that they were not salesmen but marketers.  A word with much nicer feel to it.  Markets were those places where those lovable rouges gathered to share a joke or two and you bought their wares.  They didn’t sell you anything.  Much friendlier than salesmen trying to push their wares on to you.

Marketing was a much classier place to be employed.

I know that there are those that still firmly insist that marketing and sales are two different professions that compliment each other.  Marketing is what happens so that salesmen can do their job they claim.

Really?

So how come, without exception, all Internet marketers have ‘sales’ pages? Even affiliates, who claim they are true marketers as they don’t sell their own product, are selling the sales pages of those who do have products to sell.

So what is marketing?

Marketing done properly, it is claimed, is the distribution of information about products or services to enable a potential customer to have enough knowledge to make a purchasing decision.  I suppose in a way that is true.  However, all the information given is usually with a heavy onesided bias in favour of the product being sold.

Therefore, I would suggest that marketing is actually conditioning.   We get conditioned by marketers to believe that the product or service they are giving their information about, really is essential for us to lead our lives.

If you really want to see conditioning like this at work go into any school of seven to nine year olds and you will, almost certainly, find the latest fad going around affects most pupils in that school.  At the moment it’s a toy called “Funny Bones”.  It’s been pet pebbles, little plastic football collectables, certain types of dolls, and going back in time it has been tea cards and marbles. Because of the toy manufacturers marketing, children are conditioned to the point where peer pressure takes over.

The same happens with adults.

We are conditioned in all sorts of ways by all types of marketing.  The Internet, television, radio and newspapers all carry heavy sales messages under the fashionable name of marketing. Even the news, in all it’s delivered forms, is conditioning us not only by the pictures they show but by the tone of voice and words used.

We were once shocked hearing about a 10 mile traffic jam.  We’ve now heard it so much we hardly notice they’re telling us about it these days. Unless we are in it of course. What you may not realise is that a 10 mile jam in the sixties, virtually unheard of, really was 10 miles of two way traffic.  Same traffic jam today usually occurs on a three lane motorway so it’s 10 miles times three lanes.  A 30 mile jam in reality.  Don’t worry though.  We’re conditioned to it.

My favourite all time bit of salesmanship, sorry marketing, came from the guy who managed to pull off the biggest sales boost of all time. He actually doubled the sales of all hair shampoo by adding one phrase to the sales copy.

It worked so well that all other manufacturers followed suit.

The phrase was also added to the instructions on the bottle.  And today, nearly everybody believes this bit of marketing.

What was the phrase?

“Rinse and repeat“.

Conditioner anyone?

“Going once. Going twice. SOLD, to the gentleman in the green anorak.”

“Hello there Darren,” George called. “I know we call you some things but that’s the first time I’ve ever heard you called an anorak. Mind you, given the way you collect records I suppose it might be fitting”

“Oh. Hi there George”, replied Darren. “Didn’t know you frequented the auction houses?”

“I don’t normally. The wife thought I ought to take up a hobby though. You know, something that she thinks will get me out of her way for an hour or so while she gets on with important household duties. Like coffee mornings for the girls. So, as I’m not much into active sports at my age, I thought I’d have a go at this buying and selling lark you were on about the other week. You never know, I might even pick up a bargain.”

“Seen anything you fancy then?” Asked Darren

“Not yet. Saw you just bagged yourself a lot though. What have you bought then?” Queried George.

“I just got me a whole box of old vinyl records of course!” Smiled Darren.

“Oh, so that’s why you wouldn’t say where you got your stock for this on-line record business of yours?

Think I might come and bid against you and bump the prices up?” laughed George.

Darren smiled back although rather nervously as the thought crossed his mind that Georges comment could be a reality.

“There’s plenty of other things to interest you I’m sure.” Said Darren, hoping to deflect George’s interest.

“Auctions are not the only place we manage to get our stock from. There’s second hand and antique shops Private sellers doing yard or garage sales. The occasional jumble or church sale they turn up at. The charity shops don’t seem to want all they acquire so we help them out by taking them from them for a small donation. We have friends and family members all over the place looking out in these places for us.”

“Sounds like you’ve got it all worked out and the market pretty well sewn up.” George said thoughtfully.

Darren laughed. “I wish” he said. “The markets a bit big for us to have it all George. I’m just happy we can make a profit from our bit”

“Even so, I think I’ll find something that’s a bit easier to post and I can sell on eBay without a lot of competition from you Mr Anorak” Grinned George.

“So how’s your search for what people want to buy going then Darren?” George initiated the coffee break chat today.

“Great” replied Darren, with one eye on his cup that was gradually filling up with his morning brew in the vending machine. “We’ve decided that we are going to sell old vinyl records”

“Really?” Exclaimed George with more than just a touch of surprise and disbelief in his voice. “How did you work that one out? I though it was all Cd’s and digital downloads youngsters wanted these days.”

“Yeah, you would think so wouldn’t ya. Seems like nostalgia is still what it used to be though on the record scene. From our research on the Internet it seems there’s still one heck of a demand for those old black discs though”

“Well, ok but how did you find that out?” George still was not convinced.

“It was my mate Steve. We’ve become business partners in this venture ‘cos it’s going to be a bit work intensive for either of us to do it alone. He’s already into this sort of thing but hasn’t got my computer skills. Between us we should stand a bit more of a chance.

When he suggested selling vinyl records I looked it up on eBay, eBay Pulse, some of the record forums, record collectors sites and other sites doing the same thing.

Also did some keyword research and found loads of the right key words were being paid for on the pay per click adverts that both Google and Yahoo put up. There was enough results there to tell us that it could well be a profitable business if we could do it right.”

George looked impressed. “Certainly sounds like you’ve done your homework Darren. Tell me though, how are you going to get all these records you are on about selling?”

“Ah. Steve’s still working on that one. He’s got something in mind. I’ll tell you more about it when we’ve got things in place.” Darren had a bit of a sly knowing smile on his face as he told George this.

“Oh. Ok.” George’s curiosity was roused but he knew he’d just have to wait for the next instalment.

And so, dear reader, will you.

Editor’s note: The idea of these articles is for you to take note of the planning, research and actions to be taken when going into business. All characters and the record business mentioned are purely figments of the writers imagination and are being used to illustrate the points to be made. They should not be taken as direct business advice.

“I should think this selling lark is dead easy” young Darren announced as he took his morning coffee and sat down next to George. George wasn’t really listening. His mind was more on his crossword. 27 across : Easily Adhere. Cryptic crosswords were his favourite as it made him think more.

“I mean, it’s all down to a formula innit?” continued Darren.

“What formula’s that then?” said George drifting back into the world around him.

“Well, all I have to do is tell somebody what I’ve got for sale. Tell them what it could do for them and how brilliant it would be for them to own what I’m selling. Then just tell them how they can buy it from me.”

“Yes. I suppose that is a formula” replied George looking a bit thoughtful. “Sounds a bit too simple somehow.”

“That’s what I’m saying” enthused Darren. “Sellin’ must be dead easy.”

“What are you selling then?” George was trying to sound interested while he was really looking to see if any downward clues could help him in his quest to find the answer to 27 across.

“Ah. I’m still thinking about that” Darren was sounding thoughtful now.

“Well, when you’ve decided on what you are selling whatever it is, who are you going to sell it to?” George was secretly hoping this question would send Darren into deeper thought and let him finish his morning break and his crossword in peace and quiet. His own problem had just got worse because his mystery word looked like it ended in a letter C. How many words of ten letters ended in a C?

“I suppose it depends on what I decide to sell as to who’s going to buy it”

“So, you are going to find something to sell and then HOPE to find someone to buy it you mean?”

“Yeah. That’s it. I’ll know who’s going to buy it when I know what it is I’m selling!” beamed Darren. Happy that George had just got him out of an awkward question.

“It might just be me” said George, “But I think I’d rather do it the other way around”

“Eh?  How do you mean?”

“Would it not be a bit easier if you found out who wanted to buy something? Then you, having found out what that something is, go and get it to sell to them?”

A stunned looking Darren thought about this for a bit then a big smile spread across his face. “Hey…Yeah…you’re right. That does sound like it would be a lot easier.” Thanks George. “You said that formula sounded a bit simplistic but I reckon you’ve just made it sound like it’s going to work even simpler than I thought.”

“And thank you very much Darren”

“Eh? What for?”

“Giving me the answer to 27 across. The cryptic clue is ‘Easily Adhere’ ten letters ending in a letter c. ‘Simplistic’. Simply Stick. Get it? Anyway, coffee break over time to get back to work and afterwards you can go and start looking for your hungry buyers young Darren.”

One of the first things that needs to be done when starting a business is give it a name. Ok, sounds obvious I know but notice I said give IT a name and not give YOUR business a name. As rich serial entrepreneurs will tell you, the idea of going into business is to sell it to make your profit. Sounds a bit alien to those of us who just want to make a living from doing what we love to do doesn’t it.

However, if you really want to aspire to be another Richard Branson then this is certainly one of the best ways of doing it. Mr Branson sells large shares of his businesses as soon as they look profitable and has been known to sell the remainder of the business when a good enough offer is made or when he wants to raise capital for a new business. And boy has he made some capital.

Business names generally come in four formats. There are advantages and disadvantages to all of them.

First, and most common, is using your own name. The advantage here is that you are legally entitled to do so even if someone else is using the same name. A disadvantage is that if someone else is using it there usually has to be a modification made, like a place name added to it or some form of identifiable difference.

More on this below in fourth type of business name. There are more disadvantages. When it comes to letting people know what you do advertising has to be bought and some clever copywriting needs to be done so that whenever your name is heard then it’s associated with your business and vice versa.

Best example ever of this is with the name Hoover. When you get your name so well known that people refer to “Doing the Hoovering” rather than doing the vacuuming, then you know your advertising worked well. Wonder if that why the Bell telephone company was so called? If you know perhaps you’d like to give me a bell on that one.

Second type of business name is one that refers to what you do, or sell. I’m sure everyone knows what these companies sell just from their name alone. Kentucky Fried Chicken, United Airlines, Pizza Hut, Toys R Us. The advantage here is that instantly people know what you sell and no further explanation is needed as to what they do. The disadvantage is; that’s all they can do. Diversification is a bit restricted.

Third format is a straightforward name that has nothing to do with either the owners or what the business does. Amazon is good example of this as it doesn’t communicate anything directly. Primark, Nectar, Apple are all companies where the name has nothing to do with what their business is about. Apple in the USA is about computers. Apple in the UK is generally about music.

So the disadvantage to a non-descriptive name is that it needs at lot of potentially expensive brand awareness advertising to let folks know what is being sold. The advantage of course is that they could diversify and sell anything. This is what Amazon has done. Still often thought of as just booksellers when in fact they now sell whole ranges of different wares.

The last way of setting up a business name is actually a merging of two of the other types. That is where you use a non-descriptive name, or your name, and a description of what you do as part of the name.  Virgin would now come into this category because these days the various Virgin companies usually have a second name descriptive of what the business is about.

Virgin music, Virgin Airways, Virgin Holidays etc. Using your own name and a description is fairly common for a local business but is also workable on line too. For instance, if your name is Jones, and you live somewhere in South Wales, UK, for example, then it’s normal to add your type of business after your name. Like “Jones Shoes” for a shoe shop, or “Jones Cards on Line” for an Internet version of a greetings card website.

Many new businesses have suddenly acquired a name by default. This is not a good idea. For the first time ever you might be on line filling in an application form for web hosting, an affiliate program or whatever. Anything where there are account application forms to be filled in. You suddenly come across the question that says “Name of Business.” At that point usually one of two things happens.

First you carry on using your own name as a business name or you invent something fast and hope you are not using the same name as someone else in your area. I know this is true because I’ve done it and so have quite a few people I know. Usually it works out, I do know a couple of times where it hasn’t and in one case the legal owner of the business name took the new business to court after it had been trading for a couple of years and it cost the new business everything. So un-researched naming is not recommended.

So my message here is “As soon as you know you want to go into business in any form, even eBay, think carefully about choosing a business name.” Do some research into the name, or names, you come up with to make sure it’s unique. How will your name look, or be perceived, in all your advertising? Finally, think “Is this a name someone might one day want to buy.”

When I was a young lad, many years ago, a lot of films and adventure programmes on the telly were about the great white hunters and Tarzan in Africa or westerns. You know, cowboys and Indians. Whenever the drums started in these stories it often meant trouble as the natives were starting to communicate with each other. The drum being the main form of communication and the favourite drum of choice being the Tom-Tom. The title of this article is taken from those early films.

The story usually had some dramatic unrest among the natives. When the great white hunter, who always knew everything about the locals, first heard the sound of the telegraph system of the time, the same phrase was always said “Listen. The drums have started”. Meaning the natives were talking and would soon be taking action. Drums have featured a lot throughout history. Right through to today in fact.

The big base drum is what a lot of people remember about the Salvation Army bands. Politicians and others wanting support for various projects often say that they are going to “Drum up support”. Shops and other retailers are always wanting to “Drum up custom”. Pop groups often have their names emblazoned on their highly decorated base drums to announce who they are.

So when I had to think of a title for my new blog I thought of the idea of using a virtual drum, a Tom-Tom drum, as being the ideal instrument to get my blog messages across.

Feeling very pleased with myself having got what I thought a very suitable title, being a mix of my name and an instrument that is used for sending messages, I announced my great inspiration to my ever loving partner. “That’s very suitable for you” she said. “You are always banging on about something”. …….Thank you dear!