{"id":8523,"date":"2012-09-10T08:33:40","date_gmt":"2012-09-10T08:33:40","guid":{"rendered":"http:\/\/whisnews21.com\/?p=8523"},"modified":"2012-09-10T08:33:40","modified_gmt":"2012-09-10T08:33:40","slug":"petes-weekly-books-books-and-books","status":"publish","type":"post","link":"https:\/\/whisnews21.com\/index.php\/2012\/09\/10\/petes-weekly-books-books-and-books\/","title":{"rendered":"Petes Weekly: Books, Books and Books"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Small Business Ideas Business Startup Books are not fit for
\npurpose… On my last trip to South Africa, in May, as I passed through the
\nairport, I bought two books on starting your own business in South Africa. Each
\nwas called “Starting your own Business”. Both had well-known authors.<\/p>\n

I’d like to quote from one, the one which has just three pages about market
\nresearch (out of 288 pages), and zero pages about the single biggest factors
\nthat determine your success: Marketing & Selling. This is the section on
\n“Internet”.
\n“Not using the Internet as a tool for gathering business information is a
\ndisadvantage. If you don’t know how to use the Internet already, ask someone to
\nteach you. Some of the information that you will find on the Internet is junk,
\nbut much of the information is credible.” (That is the same number of words as
\nthis book devotes to using your accountant as a source of market research.)
\nThat book is in its 12th edition, copyrighted last year. It does however have
\ngreat ideas on finding money (almost all of which involve signing your life
\naway). When you have read it, you’ll be no further down the road towards
\nsuccess, but you will have a solid grasp of the consumer protection act, labour
\nlaw, black economic empowerment and all of the other vital stuff that you need
\nto know AFTER you’ve made some sales.
\nThe second book focuses on buying a franchise or buying a small business, not\u00a0starting one.
\nNeither book mentions marketing or selling, the single key reason for business
\nfailure in South Africa and in the rest of the world. Is it any wonder that an
\naspiring business owner, having ploughed through these tomes, and gone through
\nthe expense of all of the unnecessary statutory crap, has no money left to
\ninvest in marketing and selling?
\nYou may have noticed that, when it comes to issues of marketing and selling, I
\npreach with the conviction of those early Spanish priests who were quite happy
\nto execute anybody who wouldn’t listen. (My road to Damascus is littered with\u00a0stuff that<\/p>\n

\n

All the best
\nPeter Carruthers<\/h4>\n

editor@petesweekly.com<\/a><\/h4>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Small Business Ideas Business Startup Books are not fit for purpose… On my last trip to South Africa, in May, as I passed through the airport, I bought two books on starting your own business in South Africa. Each was called “Starting your own Business”. Both had well-known authors. I’d like to quote from one, the one which has just three pages about market research (out of 288 pages), and zero pages about the single biggest factors that determine your success: Marketing & Selling. This is the section on “Internet”.<\/a><\/p>\n","protected":false},"author":1,"featured_media":3565,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[86],"tags":[],"_links":{"self":[{"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/posts\/8523"}],"collection":[{"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/comments?post=8523"}],"version-history":[{"count":0,"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/posts\/8523\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/"}],"wp:attachment":[{"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/media?parent=8523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/categories?post=8523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/whisnews21.com\/index.php\/wp-json\/wp\/v2\/tags?post=8523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}