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On our recent jaunt (Sydney to Brisbane via Lightning Ridge) I was amazed by the massive flocks of Grey Nomads on the road. I mean there were so many flying along the roads in their 4WD with caravans hitched to the back that I swear there is not a single older person over the age of 60 remaining in any major city for more than a few days at a time.

A Grey Nomad is defined as someone over 50 who is travelling around Australia in a caravan of some description for extended periods of time. They are also known as snowbirds and grey voyagers in the USA and Canada.

This migratory species of the population are all hell bent on making up for lost time – seeing all the things they wished they had seen when they were younger. Their universal mantra seems to be “If I knew at 18 what I know now the world wouldn’t be big enough”.

Soaking in the bore baths at Lightning Ridge with a dozen or so of the Grey Nomads, we got talking about their life. Many of them do have a “home base” that they pop back to once or twice a year when the weather is warm and balmy, but the rest of the time they are on the road to nowhere in particular.

Why do they do it? Freedom, adventure, enjoyment of beauty, learning and exploration. They do it because they can!

Don’t think they are all the same though – you have the perpetual sun seeking Grey Nomads. These are the ones who winter in Port Douglas and summer in Tasmania. There are the circumnavigation nomads – the ones who do the loop of Australia. These tend to travel in packs – continually bumping into the same people on their trek. You also have the job hoppers – those who travel from casual job to casual job, doing the tasks normally reserved for young Swedish back-packers.  There are solo nomads as well as pairs and friendship groups. Some have their dog along for the ride – others bring along the grandkids during holidays. You even have full-timers – people who have no other home than their nomadic caravan.

They compare details of their “rigs” or caravans with all the fervor of kids with the latest collector cards. Most are remarkably tech savvy – demanding good internet connections to keep in touch. They are very active on forums and share their experiences with local businesses (both good and bad) with other nomads coming along behind. Give bad service and the nomads will tell everyone about it – they are not backward in coming forward!

Grey Nomads as a group create all sorts of demographic challenges. It is only in recent census times that this group of the population was officially counted and the scope of their group was known.

So what sort of impacts are we talking about? Health services including pharmacies need to be able to cope with the massive swelling of the population at certain times of the year. Towns such as Lightning Ridge are becoming full of retired people who live there 9 months of the year – which means aged care services are needed 9/12 months. This also impacts on retail, petrol stations and tourism operators in these areas, with a large part of their business disappearing in the hotter months.

Grey nomads also tend to be conscious of their money – looking for good deals and interesting experiences on a budget. They look for warm, friendly camping grounds and sound advice on road conditions on the way ahead. They self-cater a lot of the time rather than rely on the local milk bar for meals.  But – they have more disposable income than traditional backpacking groups and are not afraid to spend money on useful museums and interesting tours.

Yet, given the size of this group (I would suggest reaching similar numbers to overseas backpackers in areas) it is surprising how few businesses actually are catering to that market. There are only a few websites and even fewer books available.  Motoring associations as a group tend to ignore them (which considering that pretty much 100% of the nomads are Gold members of their local association is a massive oversight).

Here is a huge potential market that is not being adequately served by most businesses. What could you do to make the Grey Nomads welcome in your part of the world?

And if you don’t hear from me for a week or so – you can assume the lure of the Grey Nomad lifestyle has caught me.

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

This week I had family business in Sydney which meant we needed to drive down and back rather than our usual flying visit. While we were in Sydney and drowned in red dust, we decided to take the long way home … the VERY long way home. Normally the drive either via the coast or the New England route takes about 13.5 hours. This time we decided to head far inland and enjoy the journey over a week rather than just racing the clock.

What struck me along the way was the difference in the country towns. Towns like Katoomba and Lithgow were like faded dance hall hostesses – you could still see glimpses of their early 1900s hey-day in the many boarding houses and hotels, but the paint was a little thick and the dancing a bit forced. Nature was as beautiful as always – but the towns that supported them were past their prime.

Then there were the towns that were functional, but seemed to be struggling – Orange and Dubbo fall into this category. Lots of ‘for lease’ signs in the shops and things looking a bit tatty. These are still pretty towns – and worth a look, but something was missing.

Some towns were straight-out frontier towns, with an underpinning edge of violence. Walgett was one of these towns.

Others were quirky and fun – Parkes and Lightening Ridge fall into this category.

But Bathurst kicked the mould. It was positively buzzing. Every shop was leased. The town centre was packed with people all buying things and chatting with each other. The houses were all well cared for and there council infrastructure seemed sound.

Bathurst is definitely a town/city on the way up and was the pick of the towns we visited. They have retained a huge majority of their historic homes and buildings, and added new buildings that don’t seem to clash with the history. We ended up spending more time there after falling in love with historic Sofala and Hill End gold mining towns (even with the gravel roads to get to them), and the brilliant Mineral & Fossil Museum.

So what makes the difference? It seems some of the country towns have retained their soul. Why?  I have no idea to be honest – but the difference is palpable. It is sort of like checking out a number of  businesses. Some have soul and you love being there, and others you want to walk right by.

What do you think? Why do some country towns keep their soul and others lose them?

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

Today we booked into a hotel where the paint is barely dry on the walls – the Citigate Mt Panorama, Bathurst the only hotel on the famous Mt Panorama motor race circuit.

We found them using a standby website – picking up a great rate for an executive room complete with spa and view over Conrod Straight.

So what have they done right (and bits to work on)?  The booking system drops you straight from the hotel switch to the standard Mirvac call centre. This call centre has all the warmth & charm of a Telstra call centre. Be prepared to wait (a long time) before speaking with a human. Yes, they did efficiently take our booking – but with all the warmth of an internal surgical exam.

We weren’t offered directions to the place (not helpful when the place is still not on most maps), so followed the signs to Mt Panorama and figured we would work it out.

Well as I headed along the starting grid,  this seemed a bit naive. We then did the Mt Panorama circuit at a very sedate pace – with the kids laughing at my Sunday drive speed. The kids obviously watch more car racing than I do, because they told me we needed to go through the Essess and down the hill before we would get to Conrod Straight.

Needless to say the hotel is not signed as yet – with zero directional signage to the entry. We were about to head around the mountain again when the kids spotted a track behind the motor museum. Yep – this track was the way to the hotel. (Note to new businesses – if you are open for business and about to be descended upon by literally tens of thousands of cars, you may want to signpost your business).

The reception lady was very friendly, warm and a lovely person – but excrutiatingly slow.  Great when  you only have a few guests but… Yes, speed comes with confidence and experience – build enough training into all new launches to build speed (Speaking from experience here – I opened a 500 employee retail store from scratch that took over $1mill in sales on the opening day. You need to get it right from day one).

Of course our booking had not been notified to the hotel by the call centre. If you have a central system taking your bookings, make sure the computers talk.

We were given a quick run down on the features of the hotel and headed to our room. We have an executive suit with spa. The room is large and well appointed. Brilliant kitchen so you can self cater if you choose & great spa.  The balcony has front row seats to the races.

The only niggles – the on-screen hotel info was very sketchy and missed most essentials (like the location of the gym, restaurant etc). Getting our second bed made up took 1 1/2 hours – not exactly speedy.

However the room service menu was a surprise with a solid range of meals at the same prices as the restaurant (and super fast delivery). The pool was still being finished, but the gym has 4 state of the art pieces to keep you busy.

A few other minor niggles – there are no bedside lamps to read with, and when you want to turn off the lights you have to hop out of bed and cross the room as there is no main light switch by the bed. That said the smoke alarms above the beds flash bright green LED twice every 5 seconds (yes I counted them) so unless you wear an eye mask to bed you feel like you are in a disco all night. (A bit TOO bright guys!)

On a plus the motel is well sound-proofed and the rooms are very quiet.

So, if you are a rev head and heading up to Mt Panorama you may want to book trackside. Once these teething issues are sorted, it will be a great place to stay. If you are not in the market for a hotel stay, but are going to launch a new business, take the lessons from the Citigate.

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

For years I was an advocate of multi-tasking.  I believed that I had the capacity to do multiple things at once – and all well. After all … I am a woman and mother and I seem to remember reading that in my job description.

And then the wheels started coming off the wagon. The more I did, the less I accomplished. But then I discovered an underground movement – one where people are standing up and declaring “Multi-tasking sucks”, and I was hooked!

In recent times I have a new motto “one task at a time until completion”. I was tempted to needlepoint it and put it into my kids bedrooms but given their walls are covered in Twilight posters I figured it may clash.

In my work we have new processes. If we are focused on writing for a client – then that is what we do until the spark of creativity is burnt out. This means yes, the phone does go through the answering machine when we are writing. We figured you wouldn’t want a doctor doing surgery to pause and answer their phone in the middle of it – well why did we stop when we were writing for our clients?

And the results are significantly better for our clients – it means the flow is not lost and the language is clearer.  We are not constantly having to regroup and gather back our train of thought.

It also means that emails get answered every day or so in a big blip and it means we return calls in a single window of time.

Yes, our way of working does also mean we will lose some clients who are impatient and need answers now. But those we do keep appreciate the quality and craftsmanship. They appreciate that we focus 100% on their business and their work – allowing no other distractions until we are done.

One of my colleagues is one of the champions of this underground anti multi-tasking movement. Donna-Marie Coggins teaches businesses the mysteries of setting up and running successful online businesses, and she has recently released a great free e-book titled

“Multi-tasking Sucks: The High Achievers Guide to Squeezing the Most Out of Every Second”

Look this is a great book (and you can’t argue with the price). It is full of tips to automate business processes, save time on the computer, increase your efficiency and build a successful online business. This is not one of those light on content high on hype ebooks – it is just pure useful stuff you can use straight away. I fully recommend it! Go to her site, enter your details and grab your copy of her book. It is worth it!

So – what have you done in your war against multi-tasking?

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

OK – one from the proud mum album here. My eldest started High School this year and I had to admit I was worried. In primary, my eldest was a misfit – didn’t seem to fit in anywhere. Going to High School is confronting for anyone – especially a massive school with nearly 2000 kids in it. It is easy to get lost in the crowd. I was worried about what would happen with her.

She started at Ferny Grove High School and joined the choir (after much nagging from yours truly).  You see, Rachel had a bad experience of singing and music at primary school – the “music” teacher sucked all of the fun and enjoyment out of music, leaving Rachel with the belief she was untalented and couldn’t sing (in primary school!)  Rachel told me she had learnt not to bother pursuing your dreams because you will fail anyway. This teacher was the ultimate dream stealer. It was from this base that Rachel joined the choir at High School.

From day one something changed in her. Stephanie McCaw and Grantley Sutch loved music. They lived for it and had as much fun as the kids. They mucked around and made music the joy it could be. Everyone in the choir was seen as talented and everyone was welcomed with open arms. This choir has over 300 kids in it and the sound is amazing when they all sing.

Rachel loved it and music re-entered her life. She started to sing again in the shower and around the house, before one day announcing she was going to try out for the audition only Chamber Choir. Only the best of the best were accepted into the choir – with only 3-4 kids per year grade being accepted.

She went to the audition with knocking knees, and churning stomach. But she went … and was accepted. She walked home like she was 10 foot tall. She was accepted. Think about it – something that she was told she was no good at by a dream stealer, Rachel suddenly discovered she was accepted in. She was OK. She was better than OK. She was one of the best.

Her marks across the board picked up. Cs became A’s and B’s in all her subjects. Rachel tried out for debating and learnt from the experience. She now volunteers in the school library during breaks.  She is part of a few solid friendship groups that span all years in the school. She is a confident and active participant in the school – all from that one moment of acceptance.

Chamber Choir works hard – two mornings a week we are at the school at 7am for rehearsals. Before performances lunches and weekends are willingly sacrificed. But every rehearsal is filled with fun and joy. And the results shine through.

These kids are talented and great – but they could not be brilliant without the dedication and passionate teaching of Ms McCaw and Mr Sutch. Talent + Talent = Brilliance

This combination of brilliance was recognised this morning when the Ferny Grove State High School Chamber Choir won the 612ABC Brisbane school bands/choirs competition from public and private schools across Brisbane. (My youngest also competed in her primary school band, and did a great job for a primary band. I am also super proud of her achievements but this post is not about her journey).

Listen to the Ferny Grove High performance of the Maori version of Ave Maria and you will get goosebumps. You hear the passion. You hear the emotion. You hear the brillance.

Even if Rachel does nothing else with her music than simply love it and enjoy – a positive foundation has been set for her future thanks to two talented teachers.

So, the next time you find a dream stealer attacking your dream – think of Rachel. Think about the difference a talented mentor who believes in your ability can make. Think about the difference learning with fun can make. Think about having one more go. Think about the difference acceptance can make to a life.

If you want to hear the Ferny Grove State High School choir perform, they will be at the Racecourse Road Street Party as part of the Brisbane Festival this Sunday afternoon in Brisbane. Hope to see you there!

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

Lots of people believe that colours create emotions in people. I know I believe it. Many years ago as an undergrad psychology student I used to submit my assignments in different coloured manilla folders depending on the content. I would use blue folders if I thought I had done a great job in terms of research and well considered argument and I wanted the Professor to take their time reading it. I used to use red folders if I knew the material looked good on the surface but wouldn’t stand up to deeper scrutiny (wanting the Professor to mark on first impressions).

There are reams of articles written and marketing materials all chosen to tap into the psychology of colour – but where is the scientific proof behind the beliefs?

New Scientist recently reviewed some scientific studies on the use of red and blue and the results are fascinating. The studies were done using taekwondo bouts and had experienced referees score the bouts shown on video. The only difference was the colour of the clothing. In some one combatants was wearing blue and the other red – and then to another sample the clothing colours were swapped. The results  – if the bouts were not close the colours had no impact – yet in close bouts the person wearing red scored on average 13% more points than when they were wearing blue.

Scientists also studied the outcomes in the Athens Olympics in boxing, taekwondo, Graeco-Roman wrestling and freestyle wrestling. Those wearing red won 55% of the time and 62% of the time if the bout was close.

Only for individual sports you say? Well another scientist studied 56 seasons of British Soccer – and those teams whose first choice kit was red finished higher in the league and won more home games than any other colours. This study was replicated in the Euro soccer league.

Fantastic. Now you know which way to bet in footie tipping competitions, so let’s all go and put red in our marketing. Well hold your horses – it is not quite that simple.

In humans red is associated with anger and testosterone. People flush red with anger (and desire).  Tests show that we believe red is a dominant colour and more likely to win physical competitions than say white or blue.

In some other very stylish experiments, volunteers were asked to take a 5 minute IQ test. They were assigned a bogus participant number which was written in either red pen or black pen on the top of their forms. People who had their numbers written in red pen scored significantly lower that those in black.  They then gave students different coloured folders and asked them for their preferred level of difficulty for an IQ test. Students given red folders chose easier tests.

Even viewing red for just a few seconds can make people more timid. Students were told they were going to be taking either a spelling test or an analogies test and to look inside a folder to see which one. The word “analogies” or “spelling” was written on a red or green background. They were then sent to an adjacent lab to take the test, where the sign said “Please knock”. Students who had seen the red background knocked fewer times and more quietly than those given green.

More tests have shown that red on computer screens makes people physically lean away from the screen (not great it your website is primarily red in colour).

But red isn’t all bad. Red improves the results on detail oriented tasks, while blue enhances the results of creative tasks. Women are more likely to be asked for a date (and have more money spent on them in that date) if they wear red. (I have images of scientists going “pick me pick me” to run some of these studies).

So, what is being found is red is context specific. If you want to win at a physical event wear red. If you want to win the dating war – wear red.  If you are in other contexts – you may want to play with other colours rather than red to ensure you don’t give off an aggressive vibe for your product or business. Perhaps in my early days as an undergrad student I wasn’t far off the mark with my folder colours.

And to those who believe that this is all hooey  and you can control your response – there are other studies that show seeing the colour triggers release of chemicals in the body, and fires off neurons in the brain – even before you are consciously making any decisions.Your body decides even before you do!

So … time to take another look at the colours around you and work out the impact they may be having on your behaviour.

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

In another great example of how looks can be deceiving check out this latest clip from Britain’s Got Talent – Greg Pritchard.  His style of voice was common in the 1600′s – 1700′s in Operas – although the voices were generally surgically created.

Love to hear your reaction!

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer

Following on from our last post about why people cheat, there is another neat study reported in Neuromarketing that looks at how people can learn best from failure.

In this particular study kids were given a test and after being graded were either praised for being smart or praised for their effort. The kids who were praised for their hard work were shown to perform better in subsequent tests than the ones praised for being smart.

It is suggested that the ones praised for their effort took the time to analyse where they went wrong and to learn from their mistakes, whereas the smart ones rested on their laurels.

Other studies showed that adults who analysed their performance and mistakes improved their skills over time.

So what does that mean for managers? It means for example in performance reviews recognising and rewarding effort. It means taking the time to analyse errors and mistakes to help learn from them. It means project debriefing should be an essential part of every successful team at the conclusion of each major project.

The warm fuzzy “you’ve all done very well” will not improve your performance or the performance of your team. Critical, clear yet supportive analysis will.

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance writer

I have just been going back through some New Scientist issues. There was an interesting article on the psychology behind why sports people take drugs and while others stay clean. In summary, the series of studies referred to found:

• those motivated more by a desire to beat others had more permissive attitudes to doping than those who were motivated more by mastering their sport

• athletes who said their coaches frequently criticised them, punished them for mistakes, encouraged rivalries and gave unequal recognition to teammates had the most favourable attitudes towards doping.

They also found that those who did take the drugs did so because they felt they had to do so to compete.  They also found health concerns of taking banned substances caused very little mental concern, and yet the feelings of guilt about letting themselves and their families down weighed the most heavily.

So what? Well these studies give us an insight into a lot of other areas (and yes the purists would say we need to test each area individually to ensure there is a correlation).

The factors causing people to cheat sound a heck of a lot like a lot of workplaces. How many stock traders for example are motivated more by a desire to beat the other traders than simply master the stock-market? How many company directors want to beat the competition rather than just being great at what they do? Do these feelings encourage breaking the law?

What about managers and how they manage. How many managers either deliberately or inadvertently create rivalries between team members and other work areas? How many managers punish people for mistakes or give unequal recognition? By their actions are they creating the toxic work culture that encourages people to take short-cuts with the truth?

This leads to some other interesting ideas in terms of marketing. For example – emphasising how you are letting yourself and your family down may be more effective in cutting smoking than focusing on health warnings.

Imagine the shift in behaviour of some of our footy larrikans if the impact their drinking and partying had on their family or team members.  Video footage of fallen greats wives, kids and parents giving “victim impact” statements of how it felt to be front page news may be more powerful than bravado filled chats.

Teaching ethics or stopping shoplifting by focusing on the impact a breach has on your family may be more effective than hundreds of hours of “thou shalt not” teachings. Perhaps politicians should be shown video footage of fallen QLD politicians heading off the jail, complete with comments from their spouses and families about the impact on their lives as part of their ethics programs.

It pays to keep in touch with studies looking at unravelling human behaviour. How can you implement this in your business?

Until next time

Ingrid Cliff

We put your business into words

Heart Harmony – Freelance Writer