Boost Your Business : An Expert's Tips

There seems to be a seismic shift from cheap and cheerful to expensive taste. No doubt there are widespread hardships endured by Spaniards and other Europeans.  However, any casual visitor could be excused for wondering if the downturn is as extensive as the media claims.

Intriguingly the most expensive venues, restaurants and retailers are clearly doing well.  On the flip side of the coin tin-table cafés, for that is what they are, fall like ninepins. How often we are waited upon by the maître d’hôtel dressed much like a plumber with worn tee shirt and baggy jeans, trainers on his feet.

It is far better and cheaper to eat at home. There is no way that my cooking abilities count for much. However, friends and family say my cooking is far superior to what we find on a ‘restaurant’ plate. Are diners waking up? Are they becoming more discerning?

Expensive restaurants like Torrevieja’s Barlovento and Villa Martin’s Restaurant Rasputin are so busy that booking is certainly recommended. Their menu prices are not for the squeamish. Commonplace is meals set at €50 per diner.

My wife and I called in to book a table at La Herradura in Los Montesinos. At 8.30 pm the restaurant was packed to the doors. There was not a table to be had. The budget menu is €19 but €40 per person is average. Much the same can be said of Restaurant Rebate and Restaurant La Encarnacion in Los Alcazares where booking is advisable, at weekends essential.

On two occasions this week, we visited La Zenia Boulevard. It is one of Europe’s most modern shopping malls.  Packed with expensive designer label stores - and heaving with well-dressed shoppers there were no apparent boarded up shops.

There is one noticeable difference - service. Staff at the most expensive restaurants (and shops) offer excellent service. The staff take the credit. Dressed and trained as waiters they are attentive from the moment you walk through the door.  Fellow diners are well dressed, good humoured and good company.

Courteous and professional they know their job.  Interestingly you get the same quality of service even if on occasion you just order a few beers or a bottle of wine. There is invariably superb empathy with their guests. The food is refreshingly imaginative. Definitely not pie and chips, whatever the menu price you cannot say the meal and service was not good value for money. There is the rub.

Very often there is real entertainment. This does not mean kara-croaky, someone who gets up, a keyboard player drearily warbling the hits of 1955 or second-rate tribute acts.  We are talking professional talented entertainers.

Is there a revolution in customer expectations? Have diners who once frequented €9.95 menu del dia cafés going out less often but pushing the boat out when they do? If it is then it is certainly a welcome change. For too long the Costas have been synonymous with tackiness.

www.michaelwalsh.es

How times have changed. Today we are encouraged to offload our feelings and our weaknesses. Sins once unspeakable are now accepted but there is still one that dares not speak its name; debt. Most of us will at some time look into the fiscal abyss. Why are we too embarrassed to talk about it?

The self-employed are the most vulnerable as few can predict the whims of fashion. We cannot foresee a local development or competition that negatively affects our business. Nor can we anticipate a change in the law that will impact on our cash flow. Many self-employed are owed money and are thus exposed to their client’s good or bad fortune. If you experience cash flow problems the worst thing you can do is ignore it.

The inability to pay your bills doesn’t necessarily mean the plug will be pulled on your business. However, refusing to share your problem with suppliers will likely scupper it.

In a manner of speaking your suppliers are your business partners. Chances are that they too have been in a similar position at some time of their working lives. They are best positioned to understand your situation. I can tell you from long experience that by placing your cards on the table you will receive sympathy, understanding and support.

I recall a builder who, through no faulty of his own, experienced a cash flow crisis. Biting the bullet he shared his dilemma with his suppliers. Apart from the milk of human kindness it was in their interests to assist their customer out of his crisis. On hearing of his misfortune his suppliers rallied around him. Putting his debts on hold they continued to supply him on a budget arrangement that was affordable and mutually beneficial.

When I met this builder years later he was doing well. He had in the meantime earned the undying respect of those he had at one time ‘let down.’ An interesting parting thought. According to a UK survey, self-made entrepreneurs had on average been bankrupt seven times before they made it to the top.

Michael Walsh was employed by the Federation of Master Builders and the Guild of Master Craftsmen over a twenty year period to vet and guide large and small businesses. A freelance journalist he now assists his Russian speaking wife to translate and supply advertisements to Spain’s Russian media.

www.michaelwalsh.es

GOOD COPYWRITING MULTIPLIES PROFITS

Large companies engage professional copywriting agencies. They charge eye-watering fees for their skills at copywriting marketing material; sales and online written content. Their well-written copy adds attention grabbing credibility to a company’s services and products.

Most agencies pass copy to freelance copywriters who receive a fraction of the fees invoiced to the engaging company. The website content of many small to medium sized businesses is usually done by the web design company on the boss‘s instruction. Worse, many business write their own and sadly it tells.

Missing are the writing skills that add credibility to a company and add appeal to its products and service. A professional copywriter will edit, correct and improve unessential information. He has the marketing experience to deliver highly persuasive copy. This will give your company a decisive edge over rivals that lack professional approach.

Michael Walsh is a journalist and media writer of 30-years experience. He has written content for international media and scores of businesses. By engaging him to apply keyboard cosmetics to your website content you can give your company the aforementioned advantage.

You do not get a bill for asking his opinion and inviting him to quote a price for correcting, improving, adding flair and flow to your online presence. Send your link for an online evaluation.

quite_write@yahoo.co.uk

SLASH YOUR ADVERTISING BUDGET

.. .. .. and increase your client enquiries. There is a natural and understandable resistance to change. However, I believe that newspapers as we know them will soon become a curiosity just as are typewriters and vinyl recordings.

There is no way that newspapers can compete with online media. This week the Financial Times follows the trend, reduces its pages and relocates to its paid for online edition. In the UK, the Yellow Pages directory is history.

Today’s newspapers are so stuffed with advertisements that they might be better known as ad-papers. Let us take a brief look at the future of media advertising. Typically, you will pay €125 for a quarter-page advertisement in a local weekly newspaper. Even if you negotiate a 50 per cent discount this works out at €3,125 each year.

By spending as little as €400 in SPAIN in RUSSIA (new media) online magazine you get a home page business card sized clickable intro to your advertisement. This is the equivalent of a full-page full-colour page in a glossy magazine. It includes your contact details and link to your business website. That €400 would not even get you a weekly classified in a conventional newspaper.

Every day 400 - 500 Russian speakers (there are 350 million of them) browse SPAIN in RUSSIA looking for news, views, and businesses like yours. If you would like further information without commitment do contact me at quite_write@:yahoo.co.uk or www.michaelwalsh.es

RUSSIAN MEDIA ADVERTISING GUIDANCE

Advertising Rates Available

NOVOSTI (NEWS) COSTA BLANCA

The fortnightly Russian language edition of Costa Blanca News. This tabloid covers Costa Blanca from Denia to Mar Menor.

MK MOSCOW KOMSOMOL and KOMSOMOLSKAYA PRAVDA. Spanish arm of a century-old Russian media giant. Like Novosti is a paid for newspaper. Published weekly, circulation 8,000 covers Mediterranean Spain. Unsold copies are distributed through tourist offices and hotels.

SPAIN FOR RUSSIA

A colourful new and growing colourful online magazine edited by the ambitious and well-connected Marina Zhdanova. Its readership has potential to reach over 350 million Russian speaking readers. It receives 400 - 500 visits each day and growing. Aimed at the affluent market, News, Events, Articles, Advertisements, Properties, Design, Sport, Leisure, Museums and Galleries etc. Adverts placed are visual and for 12 months at no extra cost.

This portal will be of special interest to advertisers whose trade is property related. Its roots and main thrust is in Russian real estate. Their annual pocket-manual advertises Spain for Russia portal available through Spain’s Russian speaking communities including Barcelona Consulate.

ADVERTISING OPPORTUNITIES

Advertising is purchased is six and 12-month segments.

As there are no space issues with online media you get much more exposure than is possible from a conventional tabloid.

Benefit from 6 or 12-months full colour clickable exposure for as little as €340. This would purchase only two weeks one-quarter page in a hard copy tabloid.

A conventional tabloid is read only in its circulation area. Spain in Russia has a worldwide stretch; mostly in Spain, the Russian Federation and Eastern Europe.

Online advertising is more user friendly. One click and the lead is directed on to massive advertising with several illustrations. An enquiry takes just moments.

Save money. By advertising online there is no need to go to the trouble and expense of advertising elsewhere.

Upon expiry your advertisement is archived should you wish to use it again.

http://spainforusia.com/

Main Advertising Agents

Michael Walsh

Henry Ford once surmised that half his advertising worked, the other half did not. He had trouble figuring out which half worked. You can read into that what you wish.

Advertising does work - for the media that thrives on it. Media’s ad departments thrive on the adage; ‘hope springs eternal in the human breast.’ You could be far better off if you sell space rather than buy it. Trust me, I know. I am burdened by the truism that a journalist is a man who scribbles on the back of advertisements.

If your advertisement is not doing as well as you might wish you can improve your chances of success in several ways. Interestingly the most important thing to focus upon is the person who sells you the space.

Remember, they are selling space; they may have little interest in your business. It is your responsibility to check its content. I groan when I see a bar / restaurant’s advertisement and no clue as to where they are situated. I have seen half page advertisements without an address, telephone number, website or email address.

A FEW TIPS

A small advertisement regularly placed works better than the occasional half page.

Make it easy for potential clients to find you. For instance put on your advert, ‘directions can be emailed to you.’

An advert offering what everyone else is offering (the world’s best Sunday lunch) is nothing more than a cliché. Give them a reason for choosing your service over advertisers offering similar. Easy Parking, Access for Disabled, Free Pet bowls, shading and food, Children’s Play Area, Non Intrusive Mood Music, Easy to Find, No Sports Televisions.

Marketing experts’ debate but they agree on one thing: The special offer does work. For instance, a free bottle of wine for every couple, free dessert, no obligation quotes, 20 per cent discount, free vouchers.

Remember the truism: you will get what you want only when you convince your customer he will get what he wants.

Remember the truism: people do not buy products or services, they buy people. A photograph of a genial member of the staff can offer the personal touch; a picture of a burger does not.

Remember the truism: the best advert is word of mouth. I forget the exact breakdown but it is known that a satisfied customer will tell one other of his experience, a dissatisfied customer will tell ten of his unhappiness. Offer clients opportunity to discreetly and anonymously if they wish to offer suggestions.

AUTHOR PROFILE: Michael Walsh has been a sales professional and journalist for 40 years. During that time, he managed regional sales teams and provided sales training for sales recruits.

Author of The Business Booster, during 20-years spent with the Guild of Master Craftsmen and Federation of Master Builders he identified, assessed and successfully recruited over 4,000 companies. The Business Tips columnist for online media Typically Spanish. Michael and Nadia Walsh for perfect English and Russian language marketing and website translations. quite_write@yahoo.co.uk website www.michaelwalsh.es telephone 662 067 490.