Building Better Business

LivinBusiness

Success 👍🏼

For businesses that have grown by more than 15% every year since its inception, you are good to go. If you want to expand your portfolio, appeal to the demands of shareholders or raise your next level of funding, call us. We can help.

Failure 👎🏼

It is embarrassing for business owners to own up to failing if and when they do. They have taken a HUGE RISK in starting a business in the first place. When things don’t go as planned, they may or may not ask for help. We are a fickled lot. If they can get past their embarrassment, own up to pitfalls and reach out for help, they can swim with the sharks.

When someone initially visualizes what their business look like, the picture they’ve painted for their business is only AN IDEAL. If and when REALITY hits, it can become uncomfortable if the money doesn’t come in as planned.

Plan to have The Process.

BinkNyc Culture Process

The Process used to market business 

 

Since 1994…

We have painstakingly developed The Process and The Formula over 2 decades. It works 90% of the time. The advice we give should be followed rigidly before applying a more flexible approach. It’s easier than it seems. It’s more creative too.

Is The Process and The Formula flexible? Yes, but not too much. Maybe just a little bit. This is a layout of what optimal businesses have figured out and apply to their businesses.

 

binknyc culture process (detail)

BinkNyc Culture Formula (in detail)

Two benefits of The Formula

• All the work we do is 100% Tax Deductible.
• We Generate our own paycheck.

We execute The Process for your business And we are good at it because it is what we love to do.

 

Here are a few samples. Go to the case studies by clicking the caption under the image.

1.

2.

Sweet Janes Interior (2)

Sweet Janes: 200-300 increase per year

 

3.

Queens Meat front

$87,800 for Queens Meat in 6 Weeks.

 

 

Depth Deficit

 

A smart business description on what a brand is and, what a brand is NOT.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity

 

 

Sometimes we all need a little magic to our businesses to break through the glass ceiling.

BinkNyc Culture, Breuk Iversen

🤒 : Call: Breuk
🤖 : (718) 578-6613
👹 : E-MAil: BinkNyc@gmail.com
😍 : BinkNyc.com

AntiMarketing: $1,100 for GEO

Client: GEO.coop
Location: Internet website
Assignment: Fundraising Goal: ($20K)
Budget: $100.

https://binknyc.com/the-rest-is-history/

A Designed Process

 

Research: Checked website: WHO would be interested in the content they provide?
Planning: Identified a clear point of fundraising engagement.
Creation: Wrote a single e-mail to their 1,800 subscribers.
Application: Keep Creative to the lowest cost possible ($100.). Plus two more subsequent e-mails for $150.
Measure: Return to the client to see how the campaign did. ROI: $1,100.

The numbers don’t lie. 

GEO coop
Great organization for reorganizing US to a new economy. They asked for help with writing a fundraising e-mail. I obliged. The first e-mail of the campaign worked. It generated $1,100 the first week.
While that number isn’t impressive
to me nor my team but, the GEO.coop
was very surprised:
“We’ve been getting a lot better
response than I expected and some of the
donations have been rather large.”
One person took our
$1/week
to the next level: $365.

🙃

Then, they sent this and asked what I thought:
Wikipedia Appeal.jpg
They (the Wikipedia) are using GUILT in their appeal. 
One of the 86 Tenets from the
BinkNyc Culture’s: 
Neurochemical System
for branding and advertising is from the work

of the author: Sir David R. Hawkins M.D. PH.D.
In Hawkins, 680-page book (POWER VS. FORCE),
he gives GUILT a scale number of 30 

(a very low frequency). 
Here is the chart from the book:
Screen Shot 2018-12-02 at 11.51.33 AM.png
This type of GUILT message won’t convey LoveJoyWillingness, etc… 
and is unlikely to produce an influx of currency, generate excitement, 
generosity, etc… as they sound desperate, angry and/or perturbed in 
their appeal. This is no bueno. 
Please review the first e-mail I copywrote for GEO.coop 
and see which LEVEL • SCALE • EMOTION • PROCESS 
I used for the GEO appeal. 
The Process is simple: the higher the frequency, the better the return. 
GEO coopGEO coop reversed

 

The numbers never lie. 

This entry is to be continued…

..

Research:

A very brief research study showed that GEO.coop are “Thinkers” according to a lifestyle market system. People in this lifestyle are drawn by and to things that are logical, practical and orderly. This e-mail campaign appealed to their deeper, human being sensibilities using a keen and smart sense of humor. 

to be continued…. 

Application:

Here is how the e-mail read. 

November 23, 2018

HELLO GEO Subscribers,

How $12 helps
change the course
of Democracy.

We believe it can. This seems like it’s a short order to fulfill a tall claim. 

HOW? 

GEO is staffed by volunteers in this day and age. We are the THOSE who care about the development of our culture and the world. Despite all the good intentions in our hearts and minds GEO takes money to produce, not much, but something. 

We have developed a plan. It’s a simple way to cover our expenses.

We thought to ask or members for:

• $1 per month
• $2 per month
• $3 per month

JUST CLICK THE DONATE LINK AND GIVE $12, 24 and $36 for the entire YEAR.

Even with as little as $12 per year from you—would help everything flow.  

Cooperative and solidarity economic movements are now burgeoning. Social media has given us access to people like never before in history. We can expand our reach. 

GEO can be a dynamic presence in this day and age. We can support other cause and extend our reach. 

A $24 donation in solidarity will make that extended reach happen in the world.

This donation pays for

• Our webmaster who volunteers half-time, but wants to work more. 
• New software 
    – that allows us to connect remotely
    – record and transcribe special interviews
• Website domain and maintenance
• Outreach for marketing and broader public relations
• Do in-person meet-ups & special events.

JUST CLICK & DONATE SOMETHING $12, $24 or $36. for the Entire Year.

If you could mail a contribution, please make check payable to EDINA/GEO

EDINA/GEO,
P. O. 115,
Riverside, MD  20738-0115.

And, OF COURSE, if you want to donate more, no problem, we could use it. It will help. 

THANK YOU, BIG TIME!

The GEO Collective, 
GEO.coop

P.S. You can also go to our Get Involved page and sign up to do other things to support GEO like contribute: write an article, help edit articles, take photos or make graphics or art, or you can just join the GEO Collective and become something more than our individual selves. 

HOW AntiMarketing works

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out in a noisy world and among their competition. The methods we use are considered a radical approach that shows measurable increases to any business when the right techniques are applied.

Projected Advertising Growth by the Hustle.jpg

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage. This should happen without changing too much of the day to day business operations.

Small business owners are fiercely independent so we handle this the best we can within their comfort zone.

phoneringing

Thank you. Have a nice day.

 

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

 

BinkNyc Culture, Breuk Iversen

🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com

 

AntiMarketing: $90K in 90 Days

SUMMARY

Client: Every Thing Goes
Business Type: Three Thrift Stores (furniture, clothing, book café)
Location: St. George/Tompkinsville, Staten Island, NY
Assignment: Increase Retail Business
Budget: $2,000. per month

 

 

https://binknyc.com/the-rest-is-history/

The Process (by design)

 

 

Arrived March 19, 2018, on Staten Island, and we (BinkNyc Team) were asked to consult for the three Thrift Store businesses. We accepted the assignment.

I took the remaining days of the month in March to do research on the stores, the local area (micro-market) and on a larger scale; NYC, New York State, the US (macro-economic) regarding the retail industry, locally and nationally. The focus was on the three Thrift Stores, which we started immediately because hemorrhaging $65K the first three months of the year, in the 1st Quarter (1Q) is definitely considered —an emergency situation.

We set up two Phases:
Phase 1: we nicknamed: “STOP THE HEMORRHAGING
Phase 2: was called: “SUPERCHARGE THE BUSINESSES.”

During April (2018) I began feeding incoming market data to the managers who work(ed) at the stores. They listened and made immediate adjustments necessary. These adjustments worked in turning the businesses from, Stop The Hemorrhaging, to profiting again in a month. Yet it was too early for Phase 2.

This Phase 1 effort was measured in the stores’ profit and loss (see 2nd Quarter in their spreadsheet below):

 

Everything Goes 2018

Here are the numbers according to their quarterly report.

 

Reading the charts above and MEASURING
the BinkNyc campaign’s performance.
The conclusion is inescapable:

1Q minus -$65K

2Q plus +$31K

[ 3Q will be addressed below ]

The three businesses were on a steep losing streak before. Apparently, the 3rd and 4th Quarter of 2017 (not indicated in the spreadsheet above) was just as bad.  We only received the 1Q 2018 loss. We fixed this $$$ leak ASAP. For this case study, we are only including the 2018 figures.

NOTE: Any pluses, gains or increases in income are attributed to our marketing effort and how the new campaign impacted the stores. Our technology and thorough market research and insight restored the 3 stores in just 90 days.

1Q : minus -$65K
(so, we add in the $65K which we saved them by Stopping The Hemorrhaging reflected in the 2Q numbers)
2Q : ADD the +$31K to NOT LOSING -$65K as was the case in the 1Q 

$31K + 65K = $96K.
Let’s also subtract the $6,000 cost for our fees (@$2,000 per month for 3 months).
We arrive at +$90,000 for the stores in one quarter.

That’s the $90,000 Increase in 90 Days.

🤖 : RESEARCH : : MARKET STRATEGY : : MARKETING PLAN

 

HOW WE DID IT:

Call Binknyc, Breuk Iversen

  1. We follow a process called: The Process.
  2. The Research guided insight (ETG Research, Market Strategy and Marketing Plan).
  3. During April 2018, I strongly recommended the managers shift their perception regarding their customers: “Treat them like humans and NOT like numbers.
  4. Aesthetics: The stores needed to be cleaned up. The merchandise needed to be dusted kept clean and displayed better for retail. The outdoors signs items in the stores and the smell was off-putting and unappealing.
  5. And then, I ran their Instagram accounts as a sole method of public engagement and advertising to test the market.
  6. We added monthly sales (with the exception of May 2018). May 2018 was the only month they declined doing a 50% off sale and the impact shows.
Everything Goes 2018

Here are the numbers according to their quarterly report.

 

Instagram Charts and insights will be added here: (coming soon). 

Bad ads, good ads, BinkNyc, Breuk Iversen

Bad advertising, good advertising.

 

Here are some of the ads we did for the stores:

This slideshow requires JavaScript.

 

I stayed around not having the assurance nor the confidence that the ETG Stores will consistently keep up with the new campaign, factual data, the new design standards, new ads, the professional recommendations through consultation, and follow the facts and figures found in the research. The research, when followed verbatim, guides a clear path to a solid and sound thought process for marketing.

This 3Q problem:
1. The managers are NOT marketers,
2. The managers are still good people.

As suspected, the managers did resort back to their old approach—their comfort zone. This meant marketing the stores with logical, informational ad campaigns. Using older marketing tactics, tips, and tricks, and producing flyers and posters rather than using Instagram more frequently and effectively. The resorted to the same tactics that hadn’t worked before we arrived.

The -$26K loss in the 3Q certainly strongly suggests this fact.
Everything Goes 2018

3Q losses. 

 

 

 

 

 

The Process

Research: Study revealed: Amazon is killing retail. The St. George area is changing.
Planning: Lower the prices on the used and donated items. They were WAY TOO HIGH.
Creation: Create Word-of-Mouth and partnering with other Staten Island businesses through an IG campaign for the Spring of 2018.
Application: Keep Creative to the lowest cost possible. Thrift stores are cheap so cheap looking ads are advantageous. Used Instagram for advertising instead of traditional ads.
Measure: Return to the client at the end of the 3rd Quarter to see how everything is developing.

The numbers never lie. 

This entry is to be continued…

.

.

Research:

Our research study showed that while Amazon has made epic leaps in 2018, the retail industry in NY is either dead or dying… 

HOW AntiMarketing works

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out among the competition. The methods we use are a radical approach that shows measurable increases to any business when the right techniques are applied.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing too much of the day to day business operations. Small business owners are fiercely independent so we handle this, with all due respect.

phoneringing

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Call
🤖 : (718) 578-6613
👹 : E-MAil
😍 : BinkNyc@gmail.com

AntiMarketing: $87,800+ in 6 weeks

Client: Queens Meat
Location: 23-62 Steinway Street, Astoria, NY 11105
Assignment: Increase Retail Business (wholesale business is fine)
Budget: $1,500.

https://binknyc.com/the-rest-is-history/

Our designed process

Research: Checked prices and business offerings @ 8 other butchers in Astoria.
Planning: Identified clear (but challenging) differentiating factor to Queens Meat.
Creation: Create Word-of-Mouth campaign for Father’s Day & 4th of July.
Application: Keep Creative to the lowest cost possible ($149.).
Measure: Return to the client to see how the campaign did. We created a 13% increase ($87,800), over their normal 15% annual growth, for the short time we worked with them.

The numbers don’t lie.

 

Queens Meat Numbers

The conversation we had:

QM: “It’s easy to measure our wholesale business
because 100 new restaurants are 100 new restaurants.

Me: So I asked: “Do you have a cash register?

QM: “Yes.

Me: “Is it electric?” I asked, having every right to ask this question. He’s an old fashioned butcher in Queens with three full lamb carcasses strung up by their hind legs in the window.

QM: “Yes, of course.” He answered.

Me: “Do you keep the data and have accounting records?

QM: “Yes.

Me: “Is the business growing every year?

QM: “Yes, especially over the last four years.

Me: “Excellent, then we’ll
1) take a look at the numbers for March, April, & May for 2015/2016 and compare them to 2017. Then
2) we’ll project your income adding in the percentage of growth already anticipated.
3) Any INCREASE above the 2015/2016 gross income plus the projected growth expected is what WE DID TO GROW THE BUSINESS.
4) This usually happens a month AFTER we launch a campaign. So anything above the normal income growth would be attributed to the craft and work of the campaign.

His eyes lit up. HE SMILED. He got it. Apparently, no marketer, ad person, or sales agent he had worked with proposed a way to measure a marketing (ad or brand) effort in this way.

How We Did It

.

 

Research:

Our research showed that Queens Meat is perceived as one of the most unappealing butchers in Queens. While they are clean, overtly functional, and offer a great product and an inexpensive price, their store is like a mini-industrial factory (not inviting to the public). They are also located on a very industrial/commercial block, at a bus stop, just off Astoria Blvd. (287 highway), Steinway Street with little opportunity for customer parking without getting a parking ticket. They are also located right next door to a bread manufacturer.

In other words, this strip is not inviting to walk-in traffic and the newer (hipster) residents moving in.

BinkNyc, Queens Meat, Steinway Street

BinkNyc, Queens Meat, Steinway Street

 

The research took a week. We walked into 8 competing local butchers, checked all the competition’s online reviews and what people are saying about the other butchers on their Social Media. We did a brief competitive analysis of their Top 4 competitors in a review:

QM Competitive Analysis

.

.

Planning:

The plan was very simple: “make more money in retail and don’t hurt the wholesale business we already have.” 

Their prices are a little bit lower than the competitive butchers in and around Astoria. We’re only talking nickels and dimes but when you add that up to larger, bulk orders, this starts adding up to dollars. We identified a disturbing differentiating feature to Queens Meat—their place: It’s UGLY.

In fact, it is the Ugliest Butcher. 

And I told them this honestly and directly.

They knew.

 

The owners are a pair of businessmen, one Greek and the other Albanian. They could handle the truth: that their store looks more like a factory than a nice retail shop. Fancy is completely out of the question.

The staff can be rude at times depending on how busy they are. They’ve been there for 30 years. Everyone gets a little tired of any job after 30 years.

 

BinkNyc Culture, Breuk Iversen

.

.

Creation: 

They wanted more business and heard about us from a neighbor. We were hired to create a Word-of-Mouth campaign for Father’s Day & the 4th of July.

This would have to be a very creative execution requiring radical moves and something far outside of the norm. We took THE UGLY industrial look the store had and used it as an asset to benefit our client.

We arose to the challenge. 😁

Specialisms

Full services we provide.

 

They listened to the opinions, honestly and openly, without being too offended. We preferred to tell them the HONEST and BRUTAL truth rather than lie and sugarcoat the problems we found with their business’s aesthetic.

Aesthetics are a problem that CAN BE fixed. One of my mentors used to say:
Ugly you can fix, stupid is forever.

Full-On renovations would have costed them upwards of $40,000 but they weren’t interested in that. Too much money out, not enough of a guarantee of what would come back. Fair enough.

The other solution was to have them open on a more business-friendly street. That too might have been a $40,000 price tag or even more…

_______________________________________________________

This was their previous sandwich board

Queens Meats (old board)

This is how they displayed the meat’s condiments on the counter is brash and has a no-nonsense, take it or leave it, approach:

 

.

.

Application: 

To apply AntiMarketing techniques to a Word-of-Mouth campaign for Father’s Day & 4th of July. The application of the creative called for a brash, bold move. We took THE UGLY and used it as the main differentiating factor from the other butchers.

The campaign was divided into three parts:

  1. 1,000 Business Cards
  2. A new sandwich board outside
  3. Three new all-American flags.

1.

Business Cards (front):

Queens Meat front

Queens Meat: It’s Not Pretty. 

On the back, we used these humorous headlines, A different one on each card.

Here are all of them:

 

 

 

This slideshow requires JavaScript.

Queens Meat for Pirates

We printed 1,000 business cards on an 11″ x 17″ (Tabloid) sheet adding these different headlines on the back. We then printed and cut them and placed them in doorways and left them on the windshields of local cars—1,000 of them.

.

Apparently and expectedly we got the attention and walk-ins we wanted on Father’s Day. The place filled up with people. In just six weeks, we generated an $87,800 increase in business.

The 4th of July was an even
a better business day for them
and it was the first time in
30 years of business that
they were sold out of 25lb.
boxes of bacon, chopped
meat, and souvlaki.

^ These are normally their best sellers.

 

 

2.

The NEW sandwich board outside reading:

 

.

3.

The all-American flags were hung on the awning and looked like this:

 

Queens Meat:

Queens Meat (flags)Queens Meat Flags

This campaign launched mid-June a week before Father’s Day. For the 4th of July, there was a line outside the store and some of the normal offerings were sold out by the early afternoon (as mentioned above).

By mid-July, we went back for a follow-up meeting. The campaign had generated 13% over their normal 15% annual growth, equaling $87,880. to be precise. This total percentage increase for the month of June was 28% when we compared their performance for the previous three years. This was according to their handwritten accounting ledger which they brought up from their office in the basement.

Queens Meat Numbers

They were happy and amazed that it actually worked and perplexed at the same time.

Measure

The fee we charged was only $1,500. It was a little test and not meant to be a big money-making endeavor for us. The material expenses we needed was for a sandwich board, purchased second-hand from another client of ours for $20. We also bought a white magic marker for the lettering on the board: $8. The three flags were under $10 each, ordered from Amazon. and the most expensive material cost was for 1,000 business cards which were $90.

Total Expenses: $149.

 

See our next entry where we increase business growth 200-300%
BinkNyc, antimarketing, breuk < Click Here 

Sweet Janes logo (final)
🤖 : (718) 578-6613
😍 : BinkNyc@gmail.com

 

.

.

HOW we do it:

ANTIMARKETING is DISRUPTION. Disruption is how businesses stand out, proudly and boldly among the competition. The methods we use are this radical approach showing measurable increases to any business when the right techniques are applied to the right business. 

There are no fooling customers. They know the truth. In fact, we all do.

Usually, the client’s spirit, aesthetic and persona can and should be used to their advantage without changing the internal business operations. In this case, it worked out really well.

phoneringing

We congratulated the men of Queens Meat 🥩 for having the audacity to run with the campaign we proposed. It was an approach that is outside the norm and certainly outside of many people’s comfort zones.

It’s not all that often we get smart, daring clients but when we do, they win. Then, we win by default.

But, the biggest winners of all are always the customer. The customers are the people that deliver the money into the business. They come first in our book. The campaign was designed for them. A little smile goes a long way.

Describing all the techniques we used to create this humorous and powerful AntiMarketing campaign here would require too much writing. The subtlety in the 3 applications applied here would also mean writing an entire book. We may include this case study in a book someday.

The campaign didn’t come out of thin air. We didn’t just guess it would work. We knew it would work. There are only a few companies that do branding, design, communications, and advertising as we do.

Allow us to help your business excel, if you want to make more money. Yes, we are going to suggest something you wouldn’t expect but, that’s one of the reasons clients hire us.

Maybe you can call us. You may be happy you did.

 

Thank you. Have a nice day.

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

 

BinkNyc Culture, Breuk Iversen

🤒 : Breuk IVersen
🤖 : (718) 578-6613
👹 : BinkNyc.com
😍 : BinkNyc@gmail.com

Branding vs. Commodity

This PDF cover the basics and most important aspects of Branding. This is usually where most businesses get confused with the true definition of Branding and why branding has little to do with a logo*, packaging*, business cards*, brochures* or a website*. Those items* just listed have to do with Design elements which should proceed after a Brand-ID has been set.

Read the PDF attached below to see what you think.

Complimentary Download:
BRAND vs. COMMODITY

BinkNyc Culture: Branding Vs. Commodity

Branding Vs. Commodity comp. PDF

BRAND vs. COMMODITY

 

 

 

 

• Breuk Iversen • (718) 578-6613 • BinkNyc@gmail.com

 

 

 

 

 

AntiMarketing: Astoria, Queens

What Anti-Marketing is:

AntiMarketing is something entirely different and unbelievably effective. This effectiveness happens despite many preconceived beliefs, tips and tricks used by business owners. The main premise we work from is that decisions made by consumers are primarily: 90% emotional and 95% subconscious. Scary right? 
Bad ads, good ads, BinkNyc, Breuk Iversen

Bad advertising, good advertising.

     As as difficult as this is for most people to fully absorb, as a concept, it’s even harder for them to instill this into and execution vis-á-vis a business or marketing plan.
      They often resort to a familiar, safe and sorry approach and do what is most comfortable for them. They hope it will work rather than consider what FEELINGS they are leaving inside their customers’ hearts and minds.
Idealight

     Antimarketing works exceptionally well with millennials, achievers, experiencers, innovators, early adopters and early majority market segments. In the last 3 years we (@BinkNyc) have generated over $450,000 in combined income for less than ten Astoria, NY businesses.

We operate behind the scenes for our clients as we should. We’re not the big ⭐️ 🌟 ⭐️s. The clients we have are always front and center and ultimately the stars of the shows we preform.

 

.

DEFINITION – There is some confusion on websites as to what Anti-marketing actually means by definition. They’ve mistaken the prefix Anti- to also mean Un-Marketing. This is clearly an error. In short order, by definition, the prefix Anti- means: opposed to marketing. The prefix Un- means the reversal or absence of effective marketing. Between the two, there is a huge difference.

.So, we are, by all means, opposedmarketing—big time.
.
So, we (@binknyc) are, by all means, opposed to traditional marketing—big time. AntiMarketing works faster and far better than the old ways of branding, designing, communicating or advertising  things. It’s a new day and in this digital age some of the executions that used to work no longer work today.
.
Most people don’t love marketing.
What they do love much more is buying.
No one needs to teach you how to shop
or buy. You already know what you want.
This idea is useful to the Antimarketer.

This “buyer” vs. “seller” approach is what is used in Antimarketing.

 

.Logo Design (Breuk Iversen)
Antimarketing trumps traditional marketing in so many ways. Call us and we’ll give you a list and rundown. One way it trumps is when we lean toward developing a Luxury Brand. Traditional marketing would tell you to find a comparable price point you think people will pay and just advertise bigger, better and more than the next guy. This old school marketing approach hardly ever works in today’s business ecology. If faced with a company that has a brand, they’ll lose, each and every time against a Luxury Brand., especially a luxe brand that has built AntiMarketing into its core identity.
       We know that Luxe Brands fair far better in today’s market than ever before. Besides the (Luxe Brand) having a higher price point the product or service does need to be backed up with REAL technological and functional advantages. With these two components, some great packaging (unboxing) and subconscious design, Luxe Brands are far easier to develop a marketing campaign for in addressing these behaviors. The trick is that their is an EMOTIONAL component that commodity-based opponents lack.
Why?
Using a strategic approach as we do at BinkNyc, we cut through the bullshit—get to the real deal—where the real value lives and breathes. And we are very particular as to which businesses we will work with today. No one has the time and money for any shenanigans.
.
.
AntiMarketing hits the emotional component (buy me button) that pulls an audience (market segment) towards the brand. In other words, if you’re an asshole, be the biggest asshole out there. There’s a market that loves an asshole (maybe Trump supporters). They’ll come out and vote.
         If you’re the lovely and benevolent, be the best embodiment of these qualities you can be. Once you own these words in a consumer’s mind, the values and ideas draw people in. In many marketing segments, your ownship of these words become a brand. And… the best part is that they are already looking for you and want what you are selling! Yes, and they’ll pay extra for it.
     Being a living embodiment of common words makes for an amazing Anti-Marketing brand campaign. It’s NOT only highly effective on the audience but it presses that automatic “buy me” button in the human skull. People are loyal to brands, even new ones. Ideas, values, attitudes and lifestyles are sticky.
.

But there’s a catch. There’s always a catch

.

The “buy me” button doesn’t understand languageIt understands “feelings” and visual images. And 90% of business people (successful or not) have NO IDEA how to get into consumers  skulls with the one word that is branded effectively. 

Yep. This is exactly what we do.

.

11211, AntiMarketing, Williamsburg | Brooklyn, BinkNyc

11211, AntiMarketing.Life, Williamsburg | Brooklyn, BinkNyc.com

 

Client work for Astoria, Queens:

Bus Shelter Advertisement 

 

Triboro PT Astoria, Queens
Queens Physical Therapy

… and their New Logo…

Triboro Physical Therapy

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New Interior and Exterior Design:

Qdyssey outside

“Q” outside

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Noisette Patisserie (Interior Design):

Before                                    After

binkNyc, Astoria, Steinway Street, Queens

Noisette [ Interior Design ]

 

 

BORO Magazine Media Kit: 

Breuk Iversen, binknyc, qns

Qns.com Media Kit (designed by B. Iversen)

 

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Logo for a New Media Company (Astoria): 

Fishbeef Final Logo

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Steinway Street Butcher: 

Queens Meat front

Business card for Queens Meat

 

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Most people distain marketing.
They are far better at buying.
We all are good at buying.
We know what we want.

This “buyer” vs. “seller” approach is what we use in Anti-Marketing.

 

Sweet Janes Ice Cream: 

 

 

BinkNyc Culture

Sweet Janes Brand Architecture

 

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Small Cafe on Steinway: 

cafe23-front

Cafe 23

cafe23-back

Cafe 23 Business Card

 

 

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Café Via Espresso (@ Instagram and Facebook post) 

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Ad for Cafe Via Espresso

BinkNyc, Instagram Results, Breuk

 

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Logo for Workers Compensation attorney 

Benisready.com

 

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Chop Chop Grub Shop on Ditmars:

 

 

Shameless Self-Promotion:

Breuk Iversen, BinkNyc, Fishbeef.com

11211 Magazine founder and publisher, Breuk Iversen is listed among one of the most prolific designers of all time.

 

Anti-marketing defies conventional marketing strategy of using positive only selling tactics. We successfully use AntiMarketing with headlines and phrasing that are blatantly sarcastic, surly, embraces an (on-brand) attitude, often utilizing reverse psychology. This, and other time-tested Neurochemical brain techniques. 86 techniques  to be exact.

This is how and why we can promise to triple a client’s business (by 300%). There’s a way to attract customers to you rather than begging and pleading clients to “Please spend money in our place, please, please we need money and your business.” You don’t have to sell anything at all. They just come.

 

So, let’s make you some money. 

BinkNyc Culture, Breuk Iversen

 

 

Ball-02-juneBreuk Iversen
E: BinkNyc@gmail.com
C: (718) 578-6613

 

 

 

 

BinkNyc.com Business Card, BinkNyc, Brooklyn New York, Breuk Iversen

BinkNyc, Services, Williamsburg | Brooklyn

BinkNyc.com (Astoria, Queens) full services, utilities and offerings.

Binknyc, Breuk Iversen

Founders vs. CEOs

Many founders totally suck at being CEO of their own company. Here’s how their fantasy and dream works:

Founders dream of the day they’ll grow to be a massive team and — from inception to huge success — retain their throne as CEO. Then they suspect they may rule the world with luck.

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Unfortunately, that kind of thought isn’t what’s best for the company. New research shows that, more often than not, companies run by founders are “less productive and more poorly managed” than those which bring in outside CEOs.

 

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Research of data collected by the World Management Survey detailed a review of more than 13,000 mid-to large-sized companies in 32 countries. Firms led by the people who founded the company were 9.4% less productive, on average, and on average had consistently lower management scores—which typically rose once the founder-CEO was replaced.

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Other research studies from business school professors at Duke, Vanderbilt, and Harvard Universities examined similar data with identical results.

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Few founder/CEOs ever get close to seeing their companies grow to anything substantial or epic. When Noam Wasserman, a professor at the USC Marshall School of Business, looked at 212 US startups (paywall) launched in the late 1990s and early 2000s, he found that only 50% of founders still controlled their companies three years after founding it. Four years later that number was down to 40%, and only 25% of founders were in charge at the time of the company’s IPO.

 

The Emperor
It’s actually pretty rare for founders to remain on as CEO as their company grows. It turns out that investors don’t like going all in on companies that are too reliant on one person’s talents and dream. Being a good founder and a good CEO require two completely different skillsets and mindsets.

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A lot of startup founders suffer from what’s called the “rich versus king” dilemma: they exhibit poor control  between wanting control and wanting profit. And unfortunately, control from the King type often wins, so the company loses.

 

Jester 2

 

Well, that’s logical. Here is a small truth neurochemically:  You’re not a King unless you have a kingdom, a castle, maybe a church and certainly an army with quite a few taxpayers paying you. Someone always has to foot the bill.

Can this be bypassed? Well, yes. There are always exceptions to the rules. You may want to know what those components are. We can give you a list to follow.

E-mail: BinkNyc@gmail.com

 

IMG_2899

Neurochemical: Your “Q”

Focus: COFFEE • CAKE • ICE CREAM

 

There are several emotional and subconscious gaps (aka White Space) in a saturated market available for branded cakes, coffee and ice cream. This isn’t some sort of hunch or guess. This is math and science.

This is where we can add the most value in creating a destination not based on the ‘locals’ and ‘local foot traffic’ but rather on a brand which can go city-wide in brand sales with a smart, aggressive and targeted Social Media Campaign.

 

 

 

 

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How about this:

Instead of you looking for customers, customers come looking for you.

Yep. That’s what every business wants but most don’t know how to do it. Some suspect it’s a spiritual thing. Some think it’s luck and others believe it’s magic that only a few possess and others don’t.

The entire population, what their needs, wants and desires are, eludes most folks which is why we have comprised a specialized system and team of seasoned pros on our advisory board which we call upon as the need arises. In essence, good business is a matter of educated decisions, bracketing out old and useless assumptions/hunches/guesswork and keeping alert to new opportunity and spaces that open in the market.

Our advice is simple:
BUILD A BRAND

Most small business owners have no idea how to build a brand or how it works or what it really is—none whatsoever. If you find any of this insulting, then stop reading this now. It’s about to get a whole lot worse for you. Ready?

It’s completely understandable that most people wouldn’t know the first thing about building a brand. Why would they? Most people fall subject to brands and branding. Does anyone know how the Marlboro Man ended up getting Marlboro cigarettes in every corner of the globe? It wasn’t luck or guesswork. It’s advertising and branding. Most people fall under the brands influence—even when they say they haven’t, they have. There’s no way to escape it’s influence. That’s just the way it is even if you don’t watch the ads, your market choices are calculated and factored into an equation of market saturation—even at the 99¢ store.

Others open a business and think in terms of local foot traffic and catering to the neighbors. This worked back in the olden days… before our lives became progressively digital. They figure: we sell this and that because … and you should buy this and that because, um, we sell it.

Naw, it doesn’t work like that and that’s not enough to convince me. It’s not likely to convince anyone else either. It’s fucking boring. No one cares how good your food or your product and services are. They shoo with you because they believe what you believe.

This is NYC and there are 1000s of amazing restaurants, products, services and places to buy things. In Astoria, Queens the area is known for having amazing restaurants. Your food had better be excellent. That’s just the baseline. It will get you only so far. Brand go much, much further.

Here is the question you may never have thought to ask yourself about your business: IF I WERE TO CLOSE MY BUSINESS TODAY, WHAT WOULD PEOPLE REMEMBER ABOUT MY BUSINESS?

If you are stalling or struggling to answer this simple and direct question, you have NOT built a brand. That’s just the plain and simple fact.

Do you Agree or disagree?

Okay. Let me ask you this: If Harley Davidson, Apple, or Coca-Cola closed all their manufacturing plants today, would they still have a brand? Indeed, they would.

Here’s why:

A brand gives meaning and definition to people’s lives. This symbol 💲 is a brand. This symbol  📞  is another brand. This  ☠️  is yet another type of brand. It has meaning whereas there should be no meaning at all. These symbols have definition, a type of personality and meaning. People align or disassociate with those beliefs.

1. Ask questions about your business.

  • Who’s your target persona?
  • Who are you trying to reach?
  • How do people typically discover or become aware of your product or service?
  • Who do you see as your competitors?
  • What is your differentiator?
  • What can you do that the competition can’t?
  • Where do you see your business in 3 years?

2. Insight and observation (what’s working, what is NOT working)

  • This is a mix of both positive and negative feedback. We focus on what we all think is working, or areas of the experience we think are confusing to customers and need improvement.
  • Insights usually range from tactical observations about best-practice experience by design (an unclear line item or confusing instruction through text, etc), versus deeper, more impactful insights that effect the overall impression and effectiveness of the product or service.

3. Recommendations

  • Prioritize any trouble spots (areas that need immediate attention)
  • Identify missed opportunity(s)
  • New audiences or applications for a new product or service
  • Identify new partnerships or alliances
  • Strategies to generate awareness and increase adoption.

How many of the above questions can you answer? You had better have an answer for all of them. Not just any old answer but the right one.

See my fuckin’ case studies: click it.

See my fuckin’ portfolio: click this.

 

If you care and love your business and investment, call to get answers to questions. We have 25 years of experience answering each and every one of these questions for business owners. Many of them wouldn’t have survived and eventually have thrived right to today.

We think we can help. A consultation is going to cost you a cup of coffee, unless you are an asshole, then it’s only $500.

 

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Q (Queens) logo

Wizard of Oz, BinkNyc

Neurochemical: Doubling Business

There are easy-to-follow techniques in the Neurochemical for doubling or tripling a business. We make it seem magical, like where we wave a wand or stick and “> B•O•O•M<” business doubles!

Naw. It’s not like that. That’s a SILVER BULLET. No one makes bullets out of silver unless you’re hunting werewolfs. WEREWOLVES don’t exist either. Both silver bullets and werewolves are fantasy.

 

 

 

 

 

 

 

It’s taken a decade to figure out the combination to opening excellent potential for businesses. My team and I  go through 86 [ Neurochemical ] checkpoints to assure that what we suggest doubles or triples a business (income).

Here, on this blog, we’ll set you up with a few things to do and let us know how it has worked (or hasn’t worked) in your business [ BinkNyc@gmail.com ]. The knowledge we are giving you here is of no use if you don’t apply it. So, try to apply it.

Some say: “It is easier said than done.

We say: “Don’t be a lazy ass and try applying the techniques. In fact, don’t try it, just do it.” 🤣 Trying something is almost setting yourself up for failure. No TRY, just DO.

^ That might sound a little harsh but this blog is for big boys and girls. If it offends you, we say: “Grow the eff up“. We’re here to generate business and can give a rat’s ass about your vanity, ego or feelings. U Ready?

Benisready.com

Seriously, it’s utterly fascinating to us how some overlooked and minor touches to a business works wonders in increasing the bottom line. Often this results in doubling or tripling the business for our clients. We’ve made over $450,000 for less than 10 clients in Astoria. One of many techniques we use is by prescribing the NINE QUESTIONS listed below.

When all is said and done, business owners seldom give us the credit we deserve. They think: “That was easy. I could have done it myself.

That’s okay. You didn’t think to do it yourself. We did. This is all fine by us. We’re all grown up and don’t require acknowledgement or credit to know what we did to fix the broken issues of a business. That is what they paid us to do for them after all. For us, that’s what matters most.

There are nine questions we ask clients to see if we can double or triple their current business. It also tells us how well they understand business and how well they understand their brand.

If they answer all nine questions correctly and with fluidity, we may NOT be able to help them. They can probably help themselves. More often than not, 4 or 5 of the Nine Questions hadn’t ever crossed their mind.

At that point what we do DO is suggest they hire us to FILL or FIX the gaps in a logical business format. No werewolves, full moons, silver bullets or overnight sensations. It’s just work.

All too often these knowledge gaps have created stumbling road blocks in their business growth. They don’t teach the techniques we perscribe, even at ivy business schools.

BEFORE we hand over the nine questions of things you SHOULD ASK about your business, here’s some things you should NOT do to your business: It’s called un-advertising or un-marketing your business.

If you are going to advertise your own business, please remember that you are an AMATEUR and advertising is a profession like any other. See if you want to admit to yourself that you have no real idea what you are doing. It’s okay.

So many business owners follow what your neighbor does AND THINK that they are successful because of the way they advertise their business. There are often dozens of other factors that have went into their business to bring them where they are. We’ll go into those reasons  below.

Here are two bad examples of businesses trying to advertise and woo customers into their business with some real amateur techniques.

 

Who is the customer that reads the ad below and says to themself: “Oh yeah, look at those freakin’ prices! Look how much money I will save getting shitfaced this evening! I must go here!

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As you may have guessed, this place was empty except for the bartender and her two friends. It’s a shame because it is a very good looking place. I sure hope they figure it out before the FOR RENT sign goes up in a season or so.

Here’s another clueless business owner who at least got a small piece of the advertising game going on. Care to take a crack at what they did right?

Astoria Queens

First, again, who is the customer?

Why, that’s easy. It’s someone who is ready to drop a few hundred dollars on their next catering order, just walking down the street, moseying along, looking for places that cater fish 🐟 and advertise this on the sidewalk. Nope, not, never.

Not too bright. This percieved in the subconscious as looking desperate and needy which is never attractive to anyone: male or female. These business people are subsequently saying is: “WE need money NOW! Place a big order with US now so we can make the money WE need to make NOW!” 😟 The explaination point at the end of the sentence almost assumes, ME, the passerby, had completely forgot that I had to cater an event coming up.

What they did do right tho is place a COMMAND in the language. Some asswipe will likely respond and go in and ask about a catering order. THE BUSINESS OWNER will then say to themselves: “Ahhh, the sidewalk ad worked.

The customer is an asswipe tho and will unlikely cater any party, any where although it was fun to ask and see the excitement on the shop owners face. Futhermore, it’s not much of a story to tell your neighbora and family members.

We do love to tell stories.

Q New Aesthetic

New Q Aesthetic

Okay. One place got it right. The one liner they had on the board released a little shot of dopamine in my brain and got a chuckle out of me. The place was packed so we didn’t actually go in this time, but another time, we shall entre. They created a curious customer off a blackboard on the sidewalk.

This original line: “Alcohol goes in [and] happiness comes out.”

Astoria Queens

I thought piss comes out when you drink. So, we are calling urine “happiness” now? Now THAT, is some funny shit. 🤣

———————- / @ \ ———————

Here’s one we placed outside of a small cafe that hired us to redesign the interior and remodel the entire business:

Astoria Queens coffee (aka Failure Cafe)

We used a brilliant quote from the late, great Irish Decadent: Oscar Wilde. It reflects both sides of the political belief isle in an almost independent and distanced way. Some passerbys were deeply offended. The stopped to read the whole thing, huffed 😤 and stormed off. Others posed next to it with their thumbs rasied, shit-eating grim, etc. Yes sir, we win some, lose some.

 

 

 

 

If we BRANDERS learned ONE THING from the Donald Trump presidency campaign, it is that you can’t go too far with your beliefs. The only problem with beliefs is to be SILENCE and fearful in never speaking up at all. This is considered weak by any standards. In advertising, NEVER BE TOO AFRAID TO OFFEND. People like it much more then they will openly admit.

People love to complain. If you don’t give them something to complain about, they’ll find something anyway.

 

bam crazy butt

 

So, if you are a smart cookie, and we suspect you might, you are probably wondering “WHAT DOES THIS QUOTE HAVE TO DO with GENERATING new BUSINESS?

Our answer: “EVERYTHING!

In fact, this was placed outside the second week of reopening the little cafe business. That week we doubled the income of the business from the week before. The people who agreed with the quote came in because they believe what we believe.  This income doubled again the third week. The sign had a considerable part in generating the income of this business.

How?

People like to patronize businesses that share the same beliefs and values. This is What a Brand is… We were selling cupcakes, coffee and ice cream but what we are also selling is a conversation and a chance to engage is a like-minded value and belief. And we were doing it with confidence. And a little bit of crass attitude with the last line: “Have a cupcake, cupcake.

Ice cream and cupcakes are hedonistic indulgences while coffee drinks are a daily American staple. DECADENCE was writ in all caps and the largest word to be read at a distance besides the name of the place: Qdyssey.

The QUOTE is a strong statement which aligned the newly branded persona of the business with a position and belief. We happened to know that the Greeks in the area would definitely get a kick out of it. They love looking down on America and the lack of culture exhibited here. Indeed, they did.

 

ADVERTISEMENTS

 

 

 

 

 

If you do plan on doing an advertisement all by yourself I have a great suggestion. Get a hold of an old advertising award book (hard cover) and read every single ad in that book. Some suggested AWARD books to get: The Art Directors’ Club, D&AD, The One Show, HOW (Magazine), CLIO Awards, OBIE Awards, EFFIE Awards, Communication Arts (Advertising).

It will take you an hour or two to poir through on book. There are 100s of great ads and it’s as enjoyable to read as dropping and bratty, know-it-all teenager covered in blood into a swimming pool filled with hungry piranha. 🤡

You’ll at least understand what it takes to make a good advertisement. F*ck it, steal a few ads right out of the book. No one will know and no one will really care. Especially, if you get the old ad AWARD books from the 60s, 70s and 80s, the copywriter and art directors are probably already dead. You win. You haven’t bored PASSERBYS to death with listing your prices or writing whatever shit you are selling on SALE or because you think people care about what you wrote. They don’t.

fini…

Any questions? mailto: BinkNyc@gmail.com

 

Manhattan, nyc, 57 street

NINE QUESTIONS

(to double your business)

1. Who is your customer?

Hands Down! This is the first question any business owner needs to ask themselves. If you want to make money, WHO is going to pay you, is the thing you what you want to know first.

2. What is the value of the service or product you are offering?

You know what you are selling. Is the message clear? Are you unadvertising or unmarketing your product or service by mistake?

3. How are you planning to reach and communicate to your customer?

Some options are: Print ads, Radio or TV or cable, Word-of-Mouth, reputation-based, e-mail, direct mail, posters, flyers business cards, networking, guerilla, native advertising, point-of-sale, etc…

4. What type of relationship do you plan on having with your customer?

Such as: personal, professional, online, community, telephone, text, social media.

5. How will you make revenue for the service or product you are providing?

Cash, check, credit, paypal, affiliate programs, credit cards, etc…

6. What are the resources you will need to be able to deliver the product or service?

These are the main things you need to give your customer in terms of value, delivery, pick up, drop off, suppliers, stock, shipping and handling, etc…

7. What type of activities do you need to do to fulfill the customer with the value you provide?

This is how the whole operation gets done. What must you do to fulfill the obligations and orders.

8. What type of partnership can you form or align to differentiate your fulfillment to the customer?

This are those others who can help you or who(m) you can help with your business. Think of this as a form of expasion that you haven’t considered yet. One of your suppliers can be one of your greatest assets.

9. What will all of this cost?

These are ALL THE COSTS you will need to drive your business. List them so you are clear where the money is going out.

 

DOUBLING THE BUSINESS

So the questions to cosider are, Where can I expand? What is my competition doing in Extras that We are not doing? What other services or products can I provide which will drive more revenue to my business?

Go through the nine questions again for another business you know and understand. You’ll want to ask or analyize a successful business within your scale and revenue range (solopreneur, entrepreneur, small, medium, large).  You WILL find gaps that can and should be filled. FILL THEM!

This is how we help clients double their business. The good ones who are willing to listen and put in the work will do triple their business. Some in as few as a coulle of weeks or months. Some take years and most will never get anywhere or close their doors.

Yes. These are the nine questions anyone opening a business should be able to answer. Not only that, it would serve the business even better to have each of the answers be flexible meaning, don’t assume your plan is the only plan that will work. The marketplace is NEVER GOING BEND TO YOUR WILL. You should bend to their will. This way you can address the customer’s needs, wants and desires in a better fashion.

We use these nine questions as a starting point. In an actual meeting, with myself or an associate, we go into much greater detail. There are many other considerations to consider in order to double or triple a business but in answering these nine questions gets you that much closer to seeing what is actually going on. It doesn’t matter if you just seek growth or are in financial trouble and the business is suffering. Double is double.

Let us know how we can help. We would be honored at the prospect. We can help. All you have to do is call.

Breuk Iversen (718) 578-6613

 

Las Catrinas

In America, BRANDS are trusted items whereas designs, communications and advertising are NOT. This is why the branding always comes first.

Clients that work with my business partners and I now understand that there are four components to promoting any business. There is also a very particular order in which it should be presented and addressed publicly:
• Branding
• Design
• Communications
• Advertising

And in that order…

 

Defined*

In short, Branding any business (person, place or thing) is developing a protocol for the shared beliefs you have with your primary customer. It’s also when you personify a business into a specific personality type which aligns with a particular VALs & MBTI lifestyle market. Design(s) are logos, menus, website, interior aesthetics and visual presentation. Communications is critical in conveying a Brand (persona) and Design (aesthetic). Advertising (aka social media) are when the first three components are perfectly aligned and you are ready for business sales.

If you have 100 or 1,000 plates to prepare for parties or catering from the Kitchen (in-house or delivery), your staff should be prepared, trained and ready.

 

Case Study

I executed this operational system for Sweet Janes Ice Cream tripling her business the first year but only doubling it the second year. I explained to Dino and Athena why it was only double and not triple in 2016. It was her decision-making.

Sweet Janes was only opened two years and still maintains a 4.9 Facebook rating (35 reviews) and 4.5 Yelp rating (158 reviews) and 4.7 on Google (33 reviews). Please read the reviews about her products. The ice cream reviews are excellent as I was responsible hiring two chefs to do the ice creams in-house (a French woman and a Greek gent from The Bonnie). But do take notice of the employee (service) reviews and this is one reason why the reviews came out pretty excellent.

Employees were all trained in light NLP techniques and they learned how to disarm upset customers from both a psychological and Neurochemical stand point. They learned to “Do the right thing.” You’ll find the manual a pretty impressive employee tool. There’s no other manuals like it anywhere in the US to my knowledge. It not only requires that all employees are on-point all the time but it makes them actually want to do it. It gives them the drive.

The motivation for the employees to learn the techniques in the manual is that it is also applicable and infinitely helpful to them in their lives— personally and professionally.

 

The Fix

What if we get the 50% percentile below 10% or even less? That means more good reviews, more business, more parties, and more money. When a restaurant has a good or great reputation (and system in place), people gravitate like flies to fly paper.

When employees are trained and confident their whole lives improve and as a customer, you feel it. It takes the dining out experience to a whole new level.

 

The Public

I can bring a thousand people to your restaurant in a week. HOWEVER, if you can’t handle the business flow, mess up orders, make people wait too long or unable to fulfill each and every customer’s want, desire and need, what good does that do for the business? None. I like to think of priming each new customer as a walking, living, breathing, thinking and feeling advertisement for your business.

You only have one opportunity to make a great first impression.

The absolute worst thing you can do is either lie to the media (and people) or not be able “To do what you say you are going to do.”

Not only that but it lacks Philotimo.

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People not only dislike accidental deception tremendously, they will actually and purposely go out of the way to warn others about you.

Never allow you customers to become passionate about telling negative stories about your business while you ACTUALLY gave them a GOOD excuse to feel like they are helping others at the same time.

This is what the manual and one-on-one training fixes. Each employee session is one hour long. The best part is that it is designed to go directly into their subconscious so it becomes a part of their lives as a person as well as an employee. It becomes a part of them and their awareness particularly at the restaurant.

 

Success or Failure*

A Restaurant’s Public Reputation is critical to its success. I offer the best possible control over your reputation. The only way I WILL FAIL is if the partners don’t support the changes that are BOTH strongly suggested and highly advised. That, or the old staff doesn’t want to do the extra work needed to secure future success. I’ll need your help so I don’t fail. My success is only measured in my clients success.

The money you pay me is a representation of the trust you’ve placed in my hands. I won’t let you down. Please don’t let me down.