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Editorial Director
Catherine Waterfall
Howard Gudgeon
product. What will the product
do for me, how is it going to
Production Editor
Mat Woods
...wins your company a free
make me feel? That’s the
message one needs to get across
advert in Border Business* to potential buyers, and the
Staff Writer
Charlotte van Praagh square6 Cheep cheep marketing?
I have a topical (hopefully) question to pose to square6
point I was making in the article.
Skills within
Sub-editor your readers: Twitter, Tweets and Tweeple – As a corporate business adviser
Gill Hook does it have a value in today’s business world? with more than 20 years’
I have recently joined the social networking experience, I worry about the
Design site Twitter as an additional way to market my increasing number of businesses
2Can Solutions company’s services. I understand that in February 2009, across the region having to work
the number of users had grown to over seven million, an with reduced staffing levels to stay
incredible 1,382 percent increase since February 2008. profitable. After redundancies, one
Advertising 01691 662709 However, how many of us really think that participating in of the biggest challenges they face Twittering can ultimately increase our business, and how do you is engaging a new work ethic to
decide on how much time to devote to it? ensure their skill mix and ability to
Senior Sales Executive Caroline Jones, Shrewsbury respond to normal operational
Dave Gregory Wrapped in Your Own Words demands remains effective.
Personalised hand-wrapped chocolate Those who have reduced their
Sales Executives Tel: 01743 884939 / workforce need to look closely at
Claire Evans, Pauline Jones Follow me on staffing structures, particularly in
relation to better deployment of
You must have read our minds Caroline. We’ll be running a skilled staff and the provision of
Distribution & Accounts feature on the role Twitter and other social networking sites training to expand individual skills
Liz Florey have to play in business in the Sept/Oct 09 issue, which will and develop more flexible and
be out in mid August. If anyone would like to contribute to effective staffing models.
Publisher this feature, email: A company may have a wealth
Dan Bromage of talent among its ranks, but
without effective processes in
Border Publishing Limited place to identify and utilise their
Salop House, Salop Road, square6 Food for thought Not only has he misquoted this full potential, it could fail to cope
Oswestry SY11 2NS It was with amusement that I read old adage, he has entirely missed with absences or a sudden
T: 01691 662709 Gary Halpin’s article in Border the point as well! Perhaps it is increase in business.
F: 01691 679889 Business magazine [Don’t Get worth remembering another old The marketplace has never
E: Caught In A Ratner Trap – adage, that people who live in been more competitive and the
W: May/June 2009], particularly, the glasshouses, should not requirement to maximise labour
bit that refers to howlers. He then throw stones. utilisation and minimise cost and
Copyright goes on to commit one himself by Name withheld, by email disruption is an increasingly time-
© All material strictly copyright, misquoting “Sell the sausage, not critical driver for aligning workforce
all rights reserved. Reproduction the sizzle”. Gary Halpin replies: Thank you talent with organisational objectives.
without permission prohibited. A sausage is composed of the for your email and observations. Due to these time pressures,
The views expressed in Border less choice parts of the pig, Like many good adages, variants engaging the specialist services of
Business do not always represent minced with fat and gristle, then have developed over time. I an acknowledged expert to carry
those of the publishers. Every stuffed into a strip of intestine. It is wouldn’t disagree with your out a total job evaluation and skills
care is taken in compiling the obvious that few sales would result argument regarding sausage as analysis can be a cost-effective
contents, but the publishers by highlighting this process. In opposed to steak, but I stand by exercise. Once prepared to cope
assume no responsibility for any contrast, the purveyors of fine my point. You make a good case with the worst, forward thinking
damage, loss or injury arising steaks rhapsodize on the juiciness, for steak, but at the end of the businesses can then re-evaluate
from participation in or as a the tenderness, the leanness and day it doesn’t sound very their goals, target their people
result of any offer, competition the high quality of their steaks in appetising to sell a piece of development and be in a prime
advertisement or information general. Therefore, they are selling dead animal, whether it is the position to survive and grow again.
contained within Border the steak and not the sizzle, and best cut or the cheaper. The Ellen Morley, The Business
Business. are quite right to do so. The result point is that what people ‘buy’ is Company, Nr Shrewsbury
being millions of pounds of the experience and the impact Tel: 01743 762244
Subscribe free of charge successful sales. on their senses, rather than the
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* Each month, the writer of our Featured Letter wins a quarter-page advert for insertion in the following
issue of Border Business, artwork service included (one proof only, position at publisher’s discretion).
4 | Border Business | July-August 2009
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