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Money Matters

Business owners are always great at what they do. They know their business inside and out.

But what happens when it's time to sell your business? Do you have the results you need to justify the price you want?

Most of the time, business owners need to start working on their business instead of in their business. What we are doing to help our business clients is acting as the external adviser to their business, helping them follow the three steps essential to building their business sale value.

1. Find your Purpose

Your business needs desire. You need something that is going to drive your business from now until you sell it. You need purpose.

You find your purpose by asking why? Why do you own a business? Why did you choose this industry?

2. Set your Goals

Once you know your purpose you need a target for the future. Is it your business sale value in 5 years' time? Or is it more personal like days where you don't have to go into work each week? Whatever your goal is you need to set it for a point in the future and work towards it.

3. Monitor your Progress

It is one thing to keep track of where you are compared to your target but what happens when you fall short? How do you stay on track?

Ask your accountant! We can act as the external adviser to your business, running a second set of eyes over the numbers and your business processes to let you know if anything seems abnormal.

The process we take in improving business sale value is allowing our business clients more certainty of what they'll receive when they sell their business. The last thing you want is to have a great business but because you didn't plan ahead, you didn't get as much for it as you needed.

Talk to us today about maximising your businesses sale value – you can't afford not to.

Why most business profiles suck

People don't buy your business, they buy you.That's why your story is so important, and why the traditional business profile, 'bio' or 'about us' section of your website just doesn't cut it. At the end they're written to attract your target market, and we know what they want to hear most about – themselves!

So why do most business profiles still sound like a resume of what you've done and how good you are??? It's not effective, and frankly, it's boring.

I guess the answer to that question is that it's the way we were taught, and most people don't know what they don't know.

Fortunately for me, I got some great advice a few years ago from Success Coach Steve Salvia. He told me that whenever we talk about ourselves to our prospects, it should be in the context of how we've earned the right to help them.

Lightbulb moment!!!!

It makes complete sense, but unless someone gives you that great advice, you won't necessarily think to do it.

So now I'm paying it forward. If you'd like a copy of the framework I use with my clients to build your own 'Earn the Right Story', let me know in the comments, or shoot me an email at c.hendrie@hendrie.com.au.

Cheers, Caz

The power of your “story”

I talk a lot about changing your story and the impact it can have on your life and your business. 

My own life changed exponentially once I stopped telling the story of being too small to be taken seriously! If you know me at all, then you know how laughable that is now!! Imagine The Five Foot Growth Guru lacking confidence...

I came across a great Tony Robbins article today (he may not be your Guru but he is kinda my hero) that deals with this exact topic, in particular:

  • The stories we tell ourselves and the impact it has on your life
  • How to trade your expectations for appreciation
  • Taking back control of your freedom and happiness

I've included an excerpt below. It's a quick but powerful read.




We unconsciously decide what events and experiences in our life mean; we do it all the time, but may not be aware of it.

Take a downturn in the economy, for example. One person could interpret that as, "I'm going to be broke." Another person, though, might say, "This means I'm going to work harder and I'm going to be more creative about saving."

What do you think the outcome of this thought pattern will be for each of these individuals? Pretty different, right? Is it apparent why each will have very different approaches to life, and why each will experience very different emotions? That all comes from the meaning each person assigned to the event.

Now, let's move to something a little more personal. Consider a woman who had been adopted as a baby. One path she could take is to devalue herself, to believe that because she was adopted, that she wasn't good enough to be loved. She could also take the opposite approach, and consider the fact that someone chose her and chose to love her. What's the significance of her decisions over what story to choose? How will this impact her decisions in her daily life? How will it affect her bigger decisions?

The former story creates a sense of loss, while the latter celebrates her life and her worth. And the story she chooses will impact her whole life – because the decisions that control us are the decisions about meaning, and meaning equals emotion.


If choosing the disempowering story sounds familiar, you aren't alone. We all tell ourselves stories that make us miserable when we could be feeling joy. We make ourselves feel sad, worried, anxious, shameful, guilty, fearful and enraged on a consistent basis. Why? Because we are wired that way.

The human mind is always looking for what you could lose, what you could have less of or what you could never have. It might seem counterintuitive, but it's a matter of survival and of protection. You are biologically wired to prepare yourself for the worst at all times. That is why it is up to you to take conscious control over the stories you tell yourself and the resulting emotions you experience.

The secret to doing this is to trade your expectations for appreciation. If you do this, your whole life will change in that moment. And if you keep doing it, your life will change forever.

Go back to the woman who was adopted. She had an expectation that her biological mother and father should have kept her. And that expectation could have tainted her entire life. But if she shifted her expectations to appreciation that somebody picked her consciously and loved her, without the obligation or the biological imperative to do so, her entire life would change. This is the power of trading expectations for appreciation.


The choice is yours. What are you going to focus on? What story are you going to let guide your life? You get to choose what meaning to assign. This is the one power that you have right now in this moment that can change everything.

The only thing keeping you from getting what you want is yourself. The only thing keeping you from the joy you deserve is the disempowering story you keep telling yourself. But what if you decided right now to offer yourself a new core of belief? What if everything in your life, including the most painful and traumatic events, was happening for you, not to you? What if everything was designed for you to actually have a greater life and have more to give and more to enjoy?

If you want real freedom in your life, you must make a decision to stop allowing external events to shape your happiness. And that is only done by becoming the master of meaning and finding the empowering meaning in anything and everything that comes your way.

Team Tony

Team Tony cultivates, curates and shares Tony Robbins' stories and core principles, to help others achieve an extraordinary life.

Well Coca-Cola was definitely my friend last night! After an incredible but intense day with Joseph McCLendon III I was literally swaying with exhaustion by the time I got back to my room. But no rest for the wicked, as our homework was to prepare a presentation to deliver the following morning. I'm feeling pretty happy with what I've put together, and looking forward to the feedback to make it even better. Wish me luck :-)






An update from Caren Hendrie

Feeling excited, nervous, and wildly privileged to be training with Joseph McClendon III for the next two days. He's one of the worlds most renowned presenters who often speaks to crowds of up to 35,000! I know he is going to push me out of my comfort zone to take my own presenting to the next level – BRING IT!!!!!













Made popular by The E-Myth Revisited author Michael Gerber, it's advice I'm sure you've heard dozens of times over the years (I certainly have). But despite being told over and over again, many small business owners still don't seem to truly understand what it means.

Let's look at a common scenario.

Bill is into making things out of wood. He loved woodwork at high school, and was pretty good at it too. And while Bill has a 'regular' job during the week, he also does quite well selling his wares at the weekend markets.

In fact, he's been thinking about making a career of it for a while. And after a particularly bad day at work (which ends with him giving his boss some directions about "where he should go"), Bill decides to give it a go. He finds a place to set up shop, hires someone to deal with all the paperwork and other business stuff, and soon after Good with Wood is open for business.

At last Bill is 'living the dream' and 'following his passion'. He's earning a living doing something he enjoys and gets to be his own boss, which he loves. He doesn't have to fill out timesheets or attend boring meetings. He can just spend his days sawing, hammering, planing and sanding to his heart's content.

It's perfect, right?

Unfortunately, no.

Bill's situation is a classic example of what Gerber calls 'an entrepreneurial seizure'. Someone gets the urge to 'be their own boss' but then (to quote Gerber) "goes to work for a maniac"-themselves.

The business owner ends up spending all their time working in their business. Now in Bill's case he gets to do what he loves. But it isn't long before he realises there's a lot more to business than just making and selling products.

And unless Bill effectively deals with those other aspects of running a business as well, he won't have a business for much longer.

In his classic book The E-Myth Revisited (the 'E' stands for 'Entrepreneurial'), Gerber describes this type of person as the technician of the business. They're an expert in their craft, and love doing what they do. Unfortunately, it's often at the expense of everything else associated with running a business.

Gerber describes three prototypes when it comes to business owners:

  • Technicians love doing the technical work.
  • Managers manage the technicians to ensure the work gets done.
  • Entrepreneurs design a business that can work without them, and then hire managers to run it, who in turn hire technicians to deliver the work.

In Bill's Good with Wood scenario:

  • The Technician does the woodwork to create the products.
  • The Manager does all the 'stuff' the technician sees as 'necessary evils', such as:

o   ordering materials

o   entering orders and doing the bookkeeping

o   tracking the work-in-progress

o   handling customer payments and banking

o   paying the bills

o   ensuring they comply with tax and other compliance matters.

  • The Entrepreneur looks at the big picture, and makes strategic decisions about things such as:

o   what the business should sell

o   who they should target as customers

o   how they should price their products

o   what their business model should be

o   how the business should be structured.

As you can see, technicians and managers work in the business and an entrepreneur works on the business.

An entrepreneur's focus is to design a business that can work without their own personal exertion on a daily basis. Their objective is not to be 'self-employed', or to create a job for themselves. They think of a business as a machine that can be designed, built and eventually sold.

That doesn't mean all entrepreneurs aim to sell their business in the short term. Some like to build and then hold onto their 'cash cow' businesses over the long term.

Two critical questions to ask yourself:

  • Does your business rely on your personal daily work at the technician and/or manager level?
  • Do you believe only you are capable of doing that work to the level required?

If so, you're chained to your business. And it's unlikely to become one you can sell when it comes time to move on or retire.

Let's think about Bill's Good with Wood business. What happens if he's sick or injured for a month or more? Sure, some insurances will replace income and pay lump sums in certain circumstances. But what about the business? Orders need to be delivered. Customers need to be satisfied. The business would grind to a halt, and its reputation would be tarnished.

Clearly, being your business' operational linchpin isn't so great.

In fact, it's the opposite of what you want. You want a business that isn't 'key person dependent'. You don't want your business to rely on any one person- especially not you.

In Bill's case, he needs to step away from the hands-on work. (He can still do some of it, but the business shouldn't rely on him as a key technician.)

What are some of the things Bill could do?

  • He could bring an apprentice on board, and get them up to speed on how everything is made.
  • He could write procedures manuals and create training videos to explain the details of every item the business produces.
  • He could document all the processes for managing the business.

By doing these things, Bill could get to a point where his business produces the same goods to the same quality whether he's there or not. And quite profitably.

Bill would be working on his business, not just in it. He'd be an entrepreneur.

Other things Bill could focus on to build his business include:

  • Marketing: Researching trends, looking at what competitors are doing, attending trade shows, speaking with customers and prospective customers, exploring ideas for new markets and new products.
  • Operations: Looking at ways processes could be made more efficient, negotiating deals with suppliers, researching new technology, looking at what can be eliminated, automated or further delegated.
  • Leadership: Mentoring the technicians and managers within the business, attracting high-quality employees to the business, ensuring new staff members are inducted and well trained, making sure team members have career paths and incentives that retain them long term.
  • Financial Control: Understanding the business' cash cycle, knowing which are the most profitable products and areas of the business, understanding which expenses are worthwhile and produce a worthwhile return, identifying areas of waste to be reduced or eliminated, managing debtors and improving processes for collecting payments.

As you can see, the things Good with Wood needs to do as a business go far beyond 'making things out of wood'-the thing that motivated Bill to start his business in the first place.

This entrepreneurial perspective doesn't mean Bill won't get to enjoy the sweet smell of sawdust. On the contrary, by learning how to build a business-and a team-to create his products, he'll enjoy success and satisfaction on a scale far more rewarding than (to quote Gerber again) simply "doing it, doing it, doing it" as the business' main technician.

So, what about you? Are you still 'on the tools'? Or are you designing and building a business that can eventually work without you so you don't have to keep "doing it, doing it, doing it"?

If you want to build something great with your business, let's talk. Make a time to sit down with us to map out your plan for working on your business so you don't get trapped in it.

And if you're local to the Croydon area, why don't you join us for the:

'Prime Your Prospects'™ ½ Day Workshop for Business Owners

The step-by-step system to get prospects salivating for 'what you've got' before you even meet them!

Click here for details on how I personally doubled my conversion rate, as well as full workshop details.


Caz Hendrie

The Five Foot Growth Guru


I LOVE what I do! In fact, one of the reasons I enjoy being a business owner is having almost complete control over the work I do and how I do it.
BUT... Even I have to admit that sometimes I'm faced with tasks that just don't juice me. That the mere thought of doing them makes me want to do pretty much anything else – clear out the linen press, clean the ceiling fans, drink mud...

Take today. I have a report I need to write. It's important for my business, but... YAWWWWWWWN!

So whenever this happens I have a simple three step process that really helps and that I hope might be useful for you too.

1)     Act now. If you have a boring, difficult, or unpleasant job that needs to be done, in most cases, putting it off isn't going to make it exciting, easy, or agreeable. On the other hand, getting it done always brings a feeling of satisfaction – even if it's only that you don't have to think about it anymore!

2)     Change your setting. 
Personally I find a change in geography can make a huge difference. It's my take on the old cliché that a change is as good as a holiday. Don't sit down and try to do the task at your usual workspace, find somewhere different. For example, it's a beautiful day today so I've chosen my folks' pool for the setting to write my boring report. But it doesn't have to be a pool, it may be a park, your back deck, even just a different room of your home or office. Give it a try and see what a difference it makes.

3)     Change your mood.
 Although it doesn't always feel like it, we are actually in control of our mood and emotional state. Quite simply, what you choose to focus on is what you will feel. So acknowledge the mood your feeling in response to the task – bored, confused, grudging etc, but don't stay there!! Decide how you would prefer to feel about the task. Once you've decided, totally focus on how you can achieve that feeling instead. So for example instead of feeling bored about writing my report, I'd like to feel excited. So I'm focussing on ways that I can look at the report, and the outcomes from it, that could be exciting. This involves changing the language I'm using to describe the task. I'm also focussing on and even visualising how good it's going to feel when the report is done. You only need to take a few minutes doing this and I can promise you they'll be very productive minutes compared to the time you're wasting complaining, procrastinating and slogging through. Just make sure it's high quality focus!

Next time you're faced with a work task that in totally uninspiring, follow my 3 step process and see if it works for you.  It's super easy. It's fast. It doesn't cost anything. And it works!

Ok, I had better get cracking on this awesome report I'm looking forward to preparing. I'm actually really excited to share these results with my fellow shareholders, so I'll smash it out quickly and reward myself with a nice dip in the pool!

Stay fabulous,


5 Rules you don’t want to break

"I don't know who you are.
I don't know your company.
I don't know your company's product.
I don't know what your company stands for.
I don't know your company's customers.
I don't know your company's record.
I don't know your company's reputation.
Now – what was it you wanted to sell me?"

I've always thought this ad by McGraw Hill is an incredible insight into the internal dialogue of our prospective clients and customers. I probably don't need to tell you that the hardest and most expensive way to attract new clients or customers is to try and sell them something cold – ie. when they have no idea who we are.

A much more effective strategy is find a referral partner who is already dealing with your target market, and leverage from their many years of building relationships with their clients. This works because of a really powerful concept called 'Trust Transference'.

So why doesn't everyone do it? Well because referral relationships can be slow and difficult to build, and you've probably even tried before with no or very little success.

And that may be because you didn't know the rules... You see there are 5 rules you MUST (yep I'm shouting) get right if you want a successful referral partnership. Master all 5 and your business will absolutely explode with referral opportunities. However... Get just 1 wrong and it's all over.

Rule # 1: NEVER make your referral partner look bad...

This is the greatest fear of your referral partner, and if you break this rule it's sudden-death to the alliance. You need to make sure you're someone that your referral partner can be comfortable referring.

And I'm not talking here about being good at what you do, your referral partner wants to be sure:

•       You will look after their clients.

•       You will stick to your time-frames.

•       You will turn up.

•       You will communicate.

•       You will be consistent and reliable.

Of course, the good news here is that if you know their greatest fear is that you'll make them look bad, then ipso facto you also know their greatest aspiration – to look good!!


Rule # 2: Be Choosey!

Just because someone has a heartbeat and is 'willing' to be a referral partner, doesn't automatically make them a good fit for you and your business. In fact, choosing the wrong type of partner can turn a referral gold mine into a referral land mine.

Be sure that they:

·         Have strong working relationships with your exact target market.

·         Share your ethics and values.

·         Do a great job.

·         Have a mentality of abundance.

·         Want to grow their business.

·         Are professional.

·         Are likeable.

·         Are easy to work with.


Rule # 3: Make it Super Easy

In fact, you can't possibly make it too easy...

At the end of the day, you don't want to ask someone to be a referral partner and then make them do the work!

It's up to you to provide all the resources, tools, and templates.

And of course the more smooth and effortless it is for them, the more valuable you become, and you can end up becoming an indispensable part of their business.

Rule # 4: Communicate with them frequently.

If you're not prepared to do this – DON'T BOTHER EVEN STARTING...

You need to regularly let your referral partner know what's going on - remember it was their client/customer first).

You should also check in to see how they're going and if you can help make things easier (for them to refer clients to you).


Rule # 5: Referral partnerships need to be system driven

This not only makes it easier for you, but gives your referral partner confidence in your ability to look after their precious clients.

If you don't have the systems in place and ready to go, then it will just speed up the rate at which people find out you're not a good alliance partner.

So there you have it, the 5 rules to ensure successful referral partnerships. Get them right and it will make your life easier and your profits soar!!

Would you like some help identifying a valuable referral partner for your business, and put in place a system to approach and get them referring you FAST? Then click here to book in for a 90 minute 'Referrals Accelerator' Strategy Session. It's a one-on-one session with me, and it will move you from just thinking about how good a referral strategy would be for your business, to actually DOING IT.

The cost of the session is usually $495, but if you mention this blog post we'll give you a whopping 50% discount. How's that for an incentive to take action?

Stay fabulous,


1.     What are the new small business SuperStream laws? And why is the government making you do this?

If you're still paying your employees' super with bank transfers (or worse still, cheques), then you need to change the way you do things - and fast.

From 1 July 2015, if you make super contributions for employees you must make those payments online.

This means you'll no longer be able to pay by cheque (yes, some super funds still insist on being paid that way). And chances are a bank transfer won't cut it either because you'll also need to include other details such as the employee's name, Tax File Number and Super Fund member number.

As for why the government is making you do this, quite simply, it's to make it easier for them to track down any business owners who don't pay their quarterly super payments on time. And then to issues harsh penalties for anyone who doesn't comply.

2.     How do you get set up for SuperStream?

As part of the new rules, as of 1 July 2015, you need to set up your bookkeeping software so that it can do the following:

-          send all mandatory data in the specified format;

-          make payments electronically;

-          link data and money with a payment reference number;

-          respond to super fund requests for member information within 10 business days.

If it can't, then you need to update your software FAST.


3.     Three Reasons the SuperStream Rules are an Opportunity to GROW YOUR BUSINESS

1.     less bookwork

2.     less admin

3.     more PROFIT!

Here's t
he bottom line? If you're not using an electronic bookkeeping system, you need to make the switch.

The good news is that Cloud-based bookkeeping software is making life a lot easier for business owners, especially if you move around a bit in your working day. Cloud bookkeeping software allows you to do your books anywhere, anytime, on any device. Invoice on the spot with your smart phone, check who owes you money, and thereby improve your cash-flow. And we all know cashflow is still king.

The difference between Cloud-based software and your traditional desktop software is that it provides a view of your financial information in real-time. The software automatically imports your bank statements daily so you can keep abreast of your cashflow, and has a full suite of accounting features such as invoicing, payables, expense claims, GST, reporting and much more.

So doing your bookwork becomes significantly easier (seriously, don't we all want that?) and faster allowing you to spend time concentrating on growing your business and your profit.


What Next?

VIP Client offer - Free "Uncloud My Vision in 45 minutes" breakdown session. It's a one on one session with me designed for business owners who are frustrated by keeping up with bookwork, having to "guesstimate" your position when making financial decisions, and not understanding what the numbers mean for you, when you'd rather be spending time in your business making money.

In 45 minutes we'll look at:

-          What you need to do to get ready for the new SuperStream laws 1 July;

-          Whether your current software is capable;

-          A breakdown of the pros and cons of moving your business to the Cloud and saving yourself a considerable amount of time and grief.

Booking in for your session is easy, you can:

1.       Click here and we'll call you to make a time


3.       Call us on 9725 2533 to make a time

Looking forward to seeing you soon.


Ron Zamora



How an English Lit major got it really wrong… 

By the time I decided I wanted to try my hand at the family business, I'd spent 6 years at university studying History and English Literature. That's 6 years of having various experts constantly critiquing my work and correcting my grammar. So by the time I left, I had a pretty good grasp of the English language.

When I started practicing as a Financial Adviser, I wrote the most grammatically correct financial plans you could possibly imagine. I also - very kindly – corrected the content and grammar of my colleagues' work. 

But is writing "correctly" all it's cracked up to be when it comes to business? 

Well no... 

In fact, a few years back I asked a business coach and friend of mine to audit our marketing material. Now I'd written most of it so I was expecting him to come back and say it was pretty well spot on, with perhaps a few suggestions to make it even better. I was anticipating some strategic advice, but no way was I expecting him to criticise my grammar or writing style. After all it was me! 

Imagine my surprise when he came back and the ONLY criticism he had of ALL our marketing material was the way it was written. Aaaaaaaaaaaaaaaaaaaaaaaaaaagh! 

The importance of being you 

After I'd stopped hyperventilating, he gently told me that whilst the text itself was almost word perfect, it wasn't representative of our business. 

He explained that the way I wrote was precise and formal, whereas The Hendrie Group team are fun and friendly. The marketing was giving a false impression of who we were. The same went for many of our letters and emails. 

More importantly, the way I was writing wasn't appealing to our existing clients or the type of clients we were trying to attract. Because the types of clients we were, and still are, trying to attract, are like us – fun and friendly. Family oriented rather than formal. 

Which brings me to an old cliché about writing from the heart… 

What I learned from this valuable insight was the importance of making sure my writing was appropriate to my target audience.

My usual style of writing had been okay at uni, because my audience were English and History Professors, but when writing to clients or potential clients about finance and business, the LAST thing this audience wants is stiff and formal language because we all know what that is – jargon! 

Like Frankie says – relax

As you can probably tell, I've relaxed a lot since I was given that valuable piece of advice. And subsequently, my advice when talking to business owners about writing is quite simply to relax! Your clients and customers are much more interested in what you have to say than how you say it, and they want to hear it from you – the person they like and trust. 

You need to really consider your target market and write accordingly. A great rule of thumb is to write to your target market in the same way as you would speak to them. Look at some examples of language that's commonly used in emails and letters every day: 

"…attached please find our brochure for your perusal"
"…assuring you of our best attention at all times"
"…we refer to your letter of the 6th and wish to advise that…"
"…trusting that our action meets with your approval"
"…we've sent, under separate cover…"
"…enclosed herewith…" 

Who actually speaks like that????

Can you imagine going up to someone in the street and saying, "Herewith is our brochure for your perusal!" Furthermore, imagine your shock if you got the reply, "Well, thank you, sir. I remain your trusted servant." 

It wouldn't happen! 

So unless you're writing to a target market who expect and relate to that type of language - and most of them aren't - then we need review some of the supposed "rules" of writing and break free of them. 

Breaking the rules (and loving it!)

The Old Rules-
Actually "Myths

The New Rules

Always be grammatically correct. For example: Never use a preposition with which to end a sentence.

Tell it like it is. For example: Sir Winston Churchill is attributed as saying, "This is the sort of English up with which I will not put."

Never begin a sentence with "and" or "but."

Begin sentences with "and" or "but" if it carries the reader along. And not only that, you need to recognise that it can add impact to a point…can't it?

A sentence must have a subject, object, and verb.

Nonsense. Enough said? Short, one-word "sentences" really are very powerful. You can change to this new style today. Right now. And be amazed with the results.

Breaking through the clutter

We're not just breaking the rules for the sake of it, we're doing it to be the one that gets through to our clients or customers. The test of a good letter, email, or article is simply the answer to this question:

Did it achieve the result you wanted? And increasingly that means: Did you break through the clutter?

Remember… the average person is confronted with over 7,000 sales and marketing images every single day! Which begs the questions:

Did you break through the clutter caused by all the other emails, letters, or adverts your reader received today?

Did he/she receive 6 letters (that's another "rule" I've broken about numbers, isn't it?) demanding money, and so was yours put on the bottom of the stack?

Did he/she he receive 3 emails today asking him to invest time and/or money in some new product or idea? And yours happened to be the fourth one opened and was discarded with the comment, "All this annoying junk mail."

Clearly, one way to stand out in that clutter is to be different.

Now that doesn't mean you should break the rules just to be different.

What I'm really suggesting is this. You'll be different just by being yourself-the normal "you" who talks with people one-on-one.

This may mean un-learning some restricting ideas so that you can make way for the new ones, but it'll be worth it.

With that in mind, here's a list of some words to avoid and some possible words to use in their place 

Avoid These

Use These


You'll see I've attached your...


Get underway, start


Discover, find out, you'll see


When you use, when you own, get


Will, try




Make it easier for you

In the event of


In order to

So, so that you'll

With regard to


Prior to


Due to the fact that


In the amount of



Investment, budget


Paperwork, agreement

The words and phrases in the "use" list are much less formal. You'll notice, too, that they can form the basis of more powerful, easy-to-read phrases.

Using them (and many more phrases you'll discover soon) will give your marketing that "me-to-you," or personal, touch. And that's a touch that will make it so much more effective.

And finally

Always remember that the language of sales is all about the WIIFM. What's in it for me?!

Write to your audience using language they can understand.

Write in language that's representive of you and your business.

Most importantly, write about what's valuable to them.

AND you'll be an expert business writer in no time!


Talk soon,








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