THE WRCOC ARE PROUD TO ACKNOWLEDGE NEXUS SMART HUB AS THE 2019 SPONSORS OF NORTHERN VOICE. THANK YOU FOR YOUR CONTINUED SUPPORT.
6 PRESIDENT’S PEN GUEST WRITER 08 50 Things
Your Published Book Can do For You
- Michael Hanrahan
OUR VOICES 10 Cost or Investment It’s All in the Way You Look
at it - Lee McCaffrey
14 Why the Latest Trend May Not be For You
- Georgia Thomas
16 Stronger Than My Excuses
Perfection or Growth...You Can’t Have Both - Julie Watson
18 CHAMBER RESOURCES CHAMBER CHAT 23 Calendar of Events 24 Directory Link
4 | Northern Voice | Issue 8 - October 2019
Editor & Creative Director Lee McCaffrey lee@macandco.com.au
Content Supervisor Georgia Thomas gthomas@legalhq18.com.au
Advertising Katrina Woolcott info@wyongchamber.com.au
ŠWyong Regional Chamber of Commerce, 2019 Northern Voice is an initiative of the Wyong Regional Chamber of Commerce, however the opinions expressed by Northern Voice contributors are their own. This publication can be shared across networks in its entirety, and printed for the personal use of readers. It cannot be repurposed in full or in part for commercial gain. Permission for all other uses must be obtained in writing from the editor of Northern Voice. Northern Voice contributors retain ownership of their articles and unauthorised use of their content will breach their intellectual property rights.
WRCoC | www.wyongchamber.com.au | 5
PRESIDENT’S PEN
HELLO TO ALL FROM YOUR PRESIDENT MATT LUSTED
Part of the privilege of serving in the role as President, is receiving many offers to attend meetings and forums around the Coast. With the Wyong Chambers’ attention focused in on the Northern Growth Corridor (NGC), the events that have been chosen are those that might bring the greatest benefits or exposure to the businesses in Wyong, at the heart of the NGC. One event I recently participated in, was the visit of the Premier and the Cabinet which was held at Mingara on 30 September. It was fortunate to have a one on one chat with the Premier, along with constructive conversations with both Rob Stokes MP, Minister for Planning and
6 | Northern Voice | Issue 8 - October 2019
Public Spaces and also with Paul Toole MP, Minister for Regional Transport and Roads. It was important to impress upon them that the Wyong Chamber of Commerce is the ideal link between Community and Government and that the Northern Growth Corridor is ready for investment. Later the same day a private meeting was organised for the Regional Advisory Council via CCNSWBC to meet with Damien Tudehope MLC, Minister for Finance and Small Business. The NSW government are looking for shovel ready projects right around Regional Australia. I agreed with Damien ‘that the Chamber will pursue opportunities in the NGC and be back in contact in the next
year or so’. We will be discussing a number of potential projects where we could partner with Central Coast Council Senior Management in the coming months. Expect separate visits from both the Planning and Roads Ministers to a WRCC event in the first half of next year!
‘Wisdom is knowing what must be done. Integrity is doing it’.
JOIN THE CHAMBER HERE!
Becoming a member of the Wyong Chamber has so many benefits. The Wyong Regional Chamber opens up a world of opportunity for individuals and businesses alike. Support through networking events, business tools and resources is just the beginning. There is no better time to become a member!
Join the Wyong Regional Chamber today! The Wyong Chamber of Commerce mission is to foster business growth in the local community. Members of the chamber have the opportunity to contribute and participate in a range of business and social activities to improve skills, provide knowledge and strengthen their connection with the local community.
wyongchamber.com.au | Phone 02 4352 2643 Connecting our business communities... Since 1925.
GUEST WRITER Michael Hanrahan, is the founder and Director of Publishing at Publish Central. Author of the book ‘Stand Out’, Michael has been featured on radio and podcasts, in magazines and in The Huffington Post. He is also one of the original contributors to Andrew Griffith’s Smallville community, a regular presenter at the annual Small Press Network conference and co-founder of the Australian Business Book Awards. On 16th Nov Michael will be a guest speaker at our Writers Festival during the day and our Keynote speaker at the evening event (Don’t miss it!) Web: www.mhpublishing.com.au Web: www.publishcentral.com.au Web: www.businessbookawards.com.au LinkedIn: www.linkedin.com/in/michaeljhanrahan/
50 THINGS
YOUR PUBLISHED BOOK CAN DO FOR YOU BY MICHAEL HANRAHAN
8 |• Northern Designfreebies Magazine 8 Voice | Issue•8 www.designfreebies.org - October 2019
Publishing a book for your small business can bring all sorts of marketing, promotional and business opportunities, some expected and some not. I’ve been working in this area of publishing for over 20 years, and I’ve seen all of these things and more happen many times over as the result of writing and publishing a good book: 1. You’ll attract new customers. 2. You’ll be seen as a leading expert in your field. 3. When writing, you’ll spend time thinking carefully about what you do every day, which will benefit your business. 4. You can gain publicity. 5. You can be invited to speak at events and conferences. 6. You can make new contacts for your business. 7. You can turn the book into blog posts. 8. You can use Amazon as a marketing platform. 9. You can use the book as a gift. 10. You can do book signings in bookstores. 11. You can put free sample chapters on your website. 12. You can promote your book in your email signature. 13. You can sell books through a range of retail outlets. 14. You’ll stand out from your competitors. 15. When you meet people who have read your book, they will already feel like they know you.
16. You can carry copies of your book with you wherever you go and give away copies to anybody who might be interested. 17. You can develop the content in your book into other products for your business, such as a course. 18. You can sell copies on your website and collect the contact details of the people who purchase, to add to your email list (with their permission of course). 19. You can turn it into an audiobook. 20. You can submit your book for consideration to be placed in libraries. 21. You can get book reviews. 22. You can use a book launch to promote your business. 23. You can create a Facebook group for readers to interact. 24. You will gain feedback from readers that will help you develop your products and services. 25. You can use the book as a business card. 26. You can reach out to leading figures in your industry. 27. You can start promoting your book before it even comes out. 28. You can submit excerpts from your book as articles to be published online, in magazines and in newspapers. 29. You can turn it into an eBook. 30. You can use your book to develop your brand. 31. You can give books away as prizes at events.
32. Before a meeting, you can send it to the people you are meeting with, so that they learn more about you and your business. 33. You can give copies of your book to businesses you partner with, for them to use in their promotions, events and marketing. 34. You can submit your book to the National Library of Australia, to become part of their archives. 35. You can have a call to action at the end of the book that sends people to your website. 36. You can send your book to past clients you haven’t heard from in a while. 37. You can create a social media campaign around your book. 38. You can put useful resources on your website that are only available to your readers. 39. You can build trust with potential clients because they will feel like they know you after reading your book. 40. You can promote and sell your book internationally. 41. You can start a series of books. 42. You can raise your prices for your products and services, because as an author people will start to see you as a leader in your field. 43. You can get testimonials from readers to help promote your business. 44. The book will help potential clients decide if you’re the right
business for them. 45. You can have your book translated into other languages. 46. You can prepare promotional material from the content in your book. 47. You can create podcast episodes from the book. 48. You will attract good clients, suppliers, partners and team members to your business because you’ve written a great book and are therefore seen as a leader in your field. 49. You can cross-promote your business with other authors. 50. You can do a second edition 18 months later to start the whole process again.
OUR VOICES
COST OR INVESTMENT IT’S ALL IN THE WAY YOU LOOK AT IT BY LEE MCCAFFREY
Not long ago I was sitting around with a group of friends and our conversation turned to the cost of living. We all have school-aged kids, and all of them do some form of outside school activity. These activities, considered by all an expense, were usually the first things to go when money got a little tight. As the discussion got heated, everyone was shocked to hear that I didn’t consider them a cost at all, rather an investment in my children. That conversation got me thinking about cost vs expense, and how in business those two terms can often get confused. I had a client, who was a children’s clothing designer and I was helping her refine her brand. She’d desperately wanted postcards to place inside her online orders, but her accountant had talked her out of it. He considered it an unnecessary cost. Later that night standing in front of my fridge I realised I’d had a postcard from a rival children’s clothing designer stuck up there for the better part of a year, reminding me of the brand, day in and day out. And I’m sure due to its constant presence in my home, that is the first store 10 | Northern Voice | Issue 8 - October 2019
I think of when it comes time to do a kids clothing shop. So, what are some of the other things that I consider an investment over a cost? 1. CONTENT CREATION Creating content for your business is essential to staying connected to your customers in the current business climate. And yes, I give a lot of my content away for free. But it’s not a cost to me; it’s an investment. I’ve used that content to win contracts, educate customers and publish a book. 2. GOOD BRANDING AND MARKETING MATERIALS There are a number of cheap sites that promise you logo generation for as little as five dollars. Or sites that offer you ridiculously cheap business card printing. But your branding is another place that you need to consider an investment. Your branding is generally the first touch point
a new customer has with your business, and first impressions count. 3. SOFTWARE AND SYSTEMS It’s often difficult to get business owners to see a software purchase as an investment. But software is one of those things where your ROI is easy to track. Especially if the system you find has reporting abilities. Purchasing the right software package for your business can streamline processes, increase efficiency and make some of the more arduous manual processes obsolete. 4. STAFF The ‘cost’ of hiring staff is
something that I often hear possibility that this just might in business. Depending on the be your next great investment. way you are structured, your staff may be the first point of physical contact customers have with your business. Investing in quality staff and their education is essential not Lee is the only to effectively running your Director of business but to grow. Kaleidoscope That day with my friends I Systems, challenged them to change Editor of the way they viewed their Northern children’s activities. To stop Voice and using the word ‘cost’ and start seeing them as an investment the Author of ‘Once Upon a in the health, happiness and Time in Small Business’ education of their growing www.leemccaffrey.com/ child. And I challenge you to do the same with your business. Whenever you find yourself writing an opportunity off as a cost, stop and consider the WRCoC | www.wyongchamber.com.au | 11
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*Event must be booked prior to 20 December 2019 and held before 29 February 2020. Valid for new and direct bookings only, must have a minimum of 15 delegates. Full T&C's on our website.
OUR WORLD IS YOUR PLAYGROUND
Sat Nov 16th Chapman Building Grounds 9am - 3pm
Book/Comic Costume Competition Register Early at their Tuggerah store for your chance to win extra prizes from
Junior Prizes (5-12) 1st - Large Pikachu Plush (Value $120) 2nd - My Hero Academia Manga x 3 (Value $75) 3rd - Fortnite Llama Plush (Value $50) Adult Prizes (13+) 1st - Thor Hammer Replica with Display Base (Value $130) 2nd - Cards Against Disney & Cards against Muggles Combo (Value $100) 3rd - DC & Marvel Comic titles x 3 (Value $75) (Judging starts at 2.30pm on 16th Nov) Supported By
For more information phone 4352 2643 or email info@wyongchamber.com.au
OUR VOICES
why the latest trend may not be for you BY GEORGIA THOMAS Remember the 80’s, when everyone (yes, even the guys) had perms, and power-suits for women were ‘all the rage’? Trends come and go. We all know that. We’ve each lived through our fair share, and have the emotional scars to prove it. Why is it then, that we invest so much of ourselves in the next ‘latest thing’? Business trends affect us in the same way. We can get quite caught up in the fastest ways to build our following, or feel pressured to trim back our staff and outsource everything we don’t enjoy doing. We can obsess over putting down roots and building credibility, only to lose sleep because our business is no longer agile. We can spend hours running webinars, scheduling posts, and automating everything that opens and shuts, just because that’s what everyone else is doing. But just like Todd with the cylindrical body
14 | Northern Voice | Issue 8 - October 2019
shape – not everything he tries on, is going to fit. We need to know what’s right for our businesses and have the confidence to passup all the trendy stuff, that isn’t. It’s not about being afraid to try new things. On the contrary; it’s about knowing which new things will bring a return on our investment. KNOWING YOUR STYLE Not everyone can look good in crop tops or bell-bottoms. And hippy prints with harem pants may not be your thing either. For whatever reason, we each have a style we’re comfortable with. It’s about finding something that just works for us, and choosing a style for your business is much the same. Truly understanding our customers, means it’s more than a numbers game. Knowing how to
connect with them, and engage in a meaningful way, beats ‘followers’ every time. Having a strategy for our business establishes a framework, that gives us the freedom to walk past trends and continue doing what we’ve planned. There is no shame in sticking with methods that get results. We’ve all seen cycles where the ‘latest’ trend, is to return to the old way of doing things. SPECIAL OCCASIONS Most of us know, that there are certain times when our active wear isn’t suitable. We need to bring out the sparkles or the business suit and tie. We also know you don’t wear heels in a sprint, and if you don’t have runners, you acquire them. So, when a new product is being launched, look for the best ways to promote it. When new technology becomes available, watch how it’s applied. If sales in a particular region plummet, see what changes need to be made. Watch for those special occasions in business, that require you to step out of your usual style and see what other options are available. This is a great opportunity to look at what’s working best right now, and a situation when trends can be really
valuable. Unlike photos from the 80’s it’s not such a laughing matter when we look back at the business rabbits we chased down holes. Plenty of experts backed the ‘open office’ policy that was said to bring transparency and collaboration to large workspaces, but a few years later it was blamed for major downturns in productivity and morale, across a range of industries. No one has time for that. Small businesses in particular, feel the cost of every fruitless effort. So listen carefully to ‘what’s new’; assess it, appreciate its application for someone else, but base your decision on its suitability for you. Be the authority on what your business needs and you won’t be easily swayed when something new crosses your path.
Georgia Thomas is the Executive Secretary for the WRCoC and Principal Solicitor of Legal HQ Pty Ltd. www.legalhq.biz
WRCoC | www.wyongchamber.com.au | 15
OUR VOICES
STRONGER THAN MY EXCUSES: PERFECTION OR GROWTH...YOU CAN’T HAVE BOTH
YOUR BUSINESS IS A WORK IN PROGRESS, SO IT CANNOT POSSIBLY WAIT FOR PERFECTION
BY JULIE WATSON
I see entrepreneurs everywhere that are passionate about their ideas, but very lukewarm about promoting them. Their excuse is that they don’t want to appear too aggressive or ‘salesy’. Truth is, they’re not confident that their product or service is ‘perfect’ yet, so doubt creeps in and they lack conviction when they promote it. How often do you hear yourself saying it? “I just need to make a few adjustments, then I’ll be ready to get out and promote”. As a result, you miss out on sharing your message with the very people your product or service was created to serve. There are 3 things that will happen if you wait for perfection: 1. You’ve given yourself an excuse not to take the next (scary) step 2. Your old habits will kick in and your fear of failure will talk you out of it
16 | Northern Voice | Issue 1 - February 2019
3. Your business will not survive. You must take action. Indecision is one of the reasons most (around 80%) small businesses do not survive the first 2 years. They’re waiting to be perfect. When you understand that your business is about practicing, not perfecting, and that this will take time and risk (even the risk of looking stupid), you will realise that this is all a valuable part of your journey. You are learning from your mistakes. You are building new action habits. Your business is gaining momentum. It cannot do that without your decision to take action today! Most people are more scared of looking stupid or imperfect in front of others, than of quietly closing down due to lack of action! Procrastination can creep in, sometimes without you even realising it. Check yourself by asking: What could I do today that will start progressing my business towards growth? Then do it.
A work in progress cannot wait for perfection Your business is a work in progress, so it cannot possibly wait for perfection. It’s built over time, through purposeful, continued activity of building your brand and product or service. It’s only through practice, not perfection that you will build those experiences you need to gain a deeper connection of trust with your clients and your broader target market. This is not a one-off promotion. This is your ongoing business (and often your life). People don’t mind if you make mistakes, as long as they can see your intention is good. Leverage small moments
with your target market that show you are paying attention to their needs. Turn up with a cuppa – their favourite tea. Ask them how their daughter is after her recent illness. Explore the issues they are facing and relate to them in some way to show your moral support. Start today: Post a video online. Write a blog. Send an email to someone famous. Ask for that sponsorship. Perhaps you will make a mistake and look stupid. Good. Get that out of the way and learn from it… then keep going. Remember; it’s practice, not perfection that is the goal. Start today. You are one decision away from a totally different life.
Julie Watson is the General Manager and Founder of ‘In The R.A.W. Creative ™’. A successful Central Coast businesswoman for over 35 years and author of two e-Books, she now helps people to find their own inspiration through the ‘Stronger Than My Excuses’ presentations and vlogs. Twitter: @JulieWatsonCCC
WRCoC | www.wyongchamber.com.au | 17
OUR CHAMBER
CHAMBER
resources
MAKE THE MOST OF YOUR CHAMBER!
Our books in the spotlight this month have a common link. The wonderful Rosemary ShapiroLiu is the author of one and a contributor in the other. We are also fortunate to have Rosemary as our emcee for the upcoming Writers’ Festival on 16th Nov. Rosemary Shapiro-Liu is a sought after mentor, coach, facilitator and speaker. She gained rich experience working for social justice in the tough years of apartheid South Africa. She has expanded her impact by supporting people who are having a powerful influence on the world: thought leaders, entrepreneurs, social entrepreneurs and change-makers.
THE MENTOR WITHIN • Do you feel confused, stuck and frustrated? • Do you tie yourself in knots, battling to make decisions? • Do you look to others to tell you what to do instead of trusting yourself? If your answer is ‘yes’ to any of these questions, now is the time to reconnect with your ‘Mentor Within’, the powerful inner wisdom we all possess 1818| |Northern 2019 NorthernVoice Voice| Issue | Issue71- -August February 2019
but at some time, in this hugely demanding world, we simply stopped listening to. In The Mentor Within Rosemary Shapiro-Liu draws on her vast experience as a coach and facilitator to show how we all have a ‘Monster Within’ that muddles us up and erodes our confidence. It creates blocks to trusting our inner wisdom to make good decisions and take powerful action. Rosemary teaches us to appreciate the inherent wisdom we all have, enhanced by the influential people we’ve met and the life experiences we’ve had. She shows us how to reconnect with our own ‘Mentor Within’, a process that can have dramatic impact on every single part of your life. Imagine living each day fully connected and able to access that inner wisdom in any situation and take action that benefits you, those around you and the world. Is it time for you to reconnect with your ‘Mentor Within’? Visit the Chamber to access our copy or purchase your our purchase your own from https://www. amazon.com/Mentor-Within-Rosemary-ShapiroLiu/dp/0994509863
THE BETTER BUSINESS BOOK, VOLUME 2 Most of us have a huge pile of business books on our shelf collecting dust. Some of them we’ve read, or have hopes of reading, but life just gets in the way. And yet we know that hidden within those hundreds of pages are small nuggets of wisdom that could change our world. Imagine if you could have one book that gave you 100 golden nuggets. Just one book to have by your side and reference whenever you need to. The Better Business Book is just that. A concise collection of wisdom from 100 people each sharing their most valuable business lessons. Each time you read it, you’ll learn something new. Grab your own copy at https://www.amazon. com/Better-Business-Book-Stories-Lessonsebook/dp/B071XHJ7DT or visit the Chamber office to read ours.
XMAS PARTIES Have you booked your company Christmas party?
THE ART HOUSE CAFE
Let us help with tailored group packages to Trevor Ashley’s hilarious new adults-only musical comedy The Lyin’ Queen! 20 + 21 NOV 8PM
The Lyin’ Queen is a riotous night of musical comedy, romance, politics, and adults-only parody. Described as “an eco-illogical disaster movie remake”, this show takes on everything from The Lion King to CATS, Australian politics to disaster flicks, and Home and Away to Wentworth. Expect no topic left sacred and no gag left untapped! Adults only 18+
ENQUIRE NOW 02 4335 1485 info@thearthousewyong.com.au
OPEN MONDAY TO FRIDAY 10AM TO 5PM * GREAT COFFEE & LIGHT LUNCHES/SNACKS * MEETING ROOM HIRE & CATERING * AIR-CONDITIONED WITH SPACIOUS COURTYARD * FREE WI-FI 02 4335 1485 www.thearthousewyong.com.au 19-21 Margaret Street, Wyong
Announcing! The Winners of the 2019 NSW Business Chamber Awards - Central Coast Last Friday night saw the 2019 Annual NSWBC Central Coast Regional Business Awards. The gala evening event recognised 27 Finalists for their contribution to Business on the Central Coast. We would like to CONGRATULATE - LIFE HEALTH FOODS Who took out not only the Excellence in Innovation category but were also crowned the 2019 Regional Business of the Year!
Life Health Foods are Australia’s leading plant based food manufacturer based in Berkeley Vale and is the first company in Australia to launch three next gen formats to produce food products that look, cook and taste like meat. “Sustainable food production is a highly globally competitive field and Life Health Foods have opened up the plant based protein segment to a whole new group of shoppers locally.” Said Ms Martin. Excerpt from NSWBC Press Release 11 October 2019
Your local Chamber, Wyong Regional Chamber of Commerce took out the 2019 Local Chamber Award. We are very pleased to be representing the Central Coast and look forward to seeing all our Regional Winners at the State Business Awards in November. Category winners • Excellence in Business - Australian Reptile Park • Excellence in Innovation – Life Health Foods (Au) Pty Ltd • Excellence in micro business - LEP Digital Pty Ltd • Excellence in Small Business - Coastal Gourmet 2U • Excellence in Social Enterprise - The Opportunity Collective Inc. • Excellence in Sustainability - Gosford Private Hospital • Outstanding Business Leader - Matt Kelly, CEO, Gosford Private Hospital as part of Healthe Care Australia • Outstanding Employer of Choice - Peninsula Villages • Outstanding Young Employee - Zac Bower, Australian Reptile Park • Start Up Superstar - Jana-Marie Hobourn, Link Legal & Conveyancing
November 16th - WRCoC Dinner Wyong Writers’ Festival
To conclude the Writers’ Festival, WRCoC is hosting a dinner event at the Central Coast Council building in Hely Street Wyong. Starting at 6.30 we’ll enjoy a 3 course buffet from local businesses and hear from Michael Hanrahan, Director of Publishing at Publish Central will speak to us about “Self-publishing for Small Business” • • • •
How writing and publishing a book can benefit your business. Why self-publishing is usually the preferred option for business authors. Why it’s a much more viable option today than 10 years ago. An overview of the self-publishing process, including costs and timeframes. A Q&A opportunity will follow Michael’s presentation, so come prepared!
About Michael With experience in all areas of publishing from editing to printing to ebooks and bookshop distribution, Michael started Michael Hanrahan Publishing in 2014 to concentrate on helping small business owners self-publish their books. The business re-branded to Publish Central in 2019. Publish Central is the leading provider of small business self-publishing services in Australia, with a focus on high-quality, professional books that help those businesspeople stand out from their competitors, set them up as the experts in their field and help them promote their businesses to a wider audience. Web: www.mhpublishing.com.au Web: www.publishcentral.com.au Web: www.businessbookawards.com.au LinkedIn: www.linkedin.com/in/michaeljhanrahan
Tickets Available from the Chamber Ph: 43522643
CALENDAR OF EVENTS 22ND OCT
16TH NOV
16TH NOV
Economic Dinner Mingara Recreation Club David Plank – ANZ Head of Economics 6.30pm Tickets $55-$65 Tickets sales close 3pm Thurs 17th
Wyong Writers Festival - Evening Event Civic Room Wyong Wyong Writers Festival ends with a dinner event at Central Coast Council With guest speaker Michael Hanrahan from Publish Central Save the date & Join us to learn about ‘Publishing for Small Business’
Wyong Writers Festival - Day Program 9am-3pm on the grounds of the Chapman Building A free community event hosted by WRCoC. Industry speakers, stallholders & entertainment Event details at Event Link https://www.facebook.com/ events/521605698599501
Wyong Writers’ Festival
16th Nov - 9am - 3pm On the grounds of The Chapman Building If you have a book or writing related service that needs to be seen, stalls are now available for the Wyong Writers’ Festival. • Launch or sell your book • Promote your services • Be seen in time for Christmas
Full Event details https://www.facebook.com/events/521605698599501 or #Wyongwritersfestival
Perfect for self published authors, writers, illustrators, and writing related services. Contact the Chamber office for more | www.wyongchamber.com.au | 23 information WRCoC Ph:43522643 or info@wyongchamber.com.au
MEMBER DIRECTORY CLICK HERE FOR DIRECTORY
24 | Northern Voice | Issue 1 - February 2019