Development log 18.06.2016

Development log 18.08.2016
today i am going to focus on getting my insurance documents sorted out for the car accident i had a few years ago. Get this out of the way and I can get going.

I am then going to focus on looking at the email from our HR consultant to look at the actions that needs to be taken. I also need to briefly write up a workflow for engaging people and preparing the induction form.
I also need to train someone to also undertake it as well.

I also have to get the quotes out today and to chase previous clients.

I also need to work on preparing an online page to create quotes from the enquiries. This will allow us to send quotes faster, especially for setting out, and measured building to allow us to keep with the amount of work to be done.

It seems that sometimes there is no management from our side, there is not thought process into looking at issues or anything. Still very messy and not thoughtful at all. Sometimes it seems half done. I just looked at a drawing and its missing a lot of features and details such as levels. And that was after it was reviewed by a snr guy! I took his word for it that it had everything but he missed out a lot of information! what the fuck is going on?!? This is frustrating.

Daily log 15.08.2016

Daily log 15.08.2016

this is going to be a 5 min blog download of my mind to help focus and have clarity of my mind.
this week we are a bit tight on cash so im going to divert as much direct debit to the other account and organise the financial option to allow for payment.
We also need to chase one of our client for payment and charge for interest from now onwards.
I will also need to organise the review of the employees so that i can setup targets and do their induction and get them to sign. I also need to talk to H&S to get her on board properly again to push ourselves in the right direction.
without this we’re kinda stuck and we need to organise ourselves better. This week is a focus on getting the high risk items out of the way. these are

  • H&S and employment done and dusted.
  • payment from clients
  • financing
  • sorting accounts and payroll

Today’s focus is to look at the payment from clients, especially the late paying one.

Marketing and sales 2

Marketing and sales 2

Continuing from my previous post this entry will go through the learning from Ca$hvertising and things to look out.

I have been thinking of the idea of painting a picture in our customers mind. For now i have been thinking that they should see themselves pay out massive fines for not positioning elements of work on site.
Painting the picture that they turned up on site, the architect and the client is taking a walk to see the construction of their new project and notice that the element of works are not aligned.
Concerned, the architect starts taking his measuring tape and finds out that the window is out by a couple of inches. Both the client and architect are concerned. They pull out the drawing and start looking at the room and the doors and windows. They don’t seem to match the drawings, the architect start circling some of the doors and looks at you shaking his head.
You start to have cold sweat, maybe they’re not measuring it correctly
You scrambled to call your carpenters to take a look at the measurements and position.
The client is not happy, the architect beacons you over to explain why the doors are not in the position on the drawings. You don’t have an answer and you call up your carpetners to rush over.
They come over and you asked them why the doors are off, they said they taped it off the walls. The carpenter take a look at the drawing and then goes to the door and he struggles to get the same measurement.
He turns around and says he doesn’t know.

The architect and client furious calls you in and says; we might need to stop works as the elements of the house are not in the right position. You hear “this is going to be at your own cost to fix this”

the penny doesn’t drop until now; you have to fork out at least £50k of repairs and reworks. it’s friday and you don’t know how you’ll pay the workers with this 50k bill landing in your hand at this last moment.

maybe something along those lines in painting a picture.
of course this is just a first try and example.

We also learn that from the 8 main human desires there are 17 principles that helps create these visuals.

So let’s refresh our memory:

8 Desire -> needs a mental cinema -> which requires one of the 17 principles to paint the picture.

one or more of these 17 principles creates the tension which forces the user to take action to fulfill one of the 8 desires.

In addition to the 8 desires there are 9 secondary wants to aid the accomplishment of these 8 desires.

that it for now.

Advertising principle uncovered

Advertising principle uncovered

I’ve been reading a book on advertising recently and it is amazing, it might even make me millions from just thinking about the principles he’s explained. So far I have gathered 5 action points from the first 1.5 chapters of the book. And that roughly equates to around 10–13 pages.

not bad!

The book is caslled Ca$hvertising.

It starts off by stating that everyone has 8 unshakeable desires. He acronyms it LF8.

They are:

  1. Survival, enjoyment of life, life extension.
  2. Enjoyment of food and beverages.
  3. Freedom from fear, pain, and danger.
  4. Sexual companionship.
  5. Comfortable living conditions.
  6. To be superior, winning, keeping up with the Joneses.
  7. Care and protection of loved ones.
  8. Social approval.

By tapping into these you’ll be able to influence others.
I’ll get to the influence in another entry. I’ll re-read my notes on the ibook to see what I’ve written. but for now, as my memory is fresh from the book. I’ll just dump some more information about the techniques he talks about.

So from these 8 desires there are secondary wants from them that kind of aids them.
They are:

  1. To be informed.
  2. Curiosity.
  3. Cleanliness of body and surroundings.
  4. Efficiency.
  5. Convenience.
  6. Dependability/quality.
  7. Expression of beauty and style.
  8. Economy/profit.
  9. Bargains.

they are not as strong on their own but if you combine them it’ll be helpful.


another tip he discussed is the way you formulate or activate the desire. These are called tension points.

“Tension → Desire → Action to Satisfy the Desire”

Excerpt From: Drew Eric Whitman. “CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone.” iBooks.

The example he uses here is that the tension from ‘something’ (thought or current event) will trigger one of the desires where you’ll need to take some kind of action to satisfy it (the desire). So if you’re hungry your tension to eat creeps in and the desire for food kicks in.

*“But what exactly is desire? It’s a type of tension you feel when a need isn’t met.”

Excerpt From: Drew Eric Whitman. “CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone.” iBooks. *

An example:

“If your office chair breaks your back after just 10 minutes of use, the tension to be comfortable arises, and your desire to buy a new chair (LF8 #5) kicks in.”

Excerpt From: Drew Eric Whitman. “CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone.” iBooks.

So; trigger a tension to then trigger a desire to take action to satisfy the desire.

The advertisement that you create should activate/create a drive that motivates the web visitor to take an action that will fulfull that desire as soon as possible.


not only we craive fulfulling our desire but we are wired to read/hear about how others have satisifed them. This is very interesting…. This can really relate to the secondary wants in a way. “to be informed”, “curious”

Tip; visualised text – text porn

If you are able to put the user into a mental view of your ad you win. Basicaully the webuser will first use your product in their mind. If you can get them to imagine this in their mind you’ve won. If you can get them to see themselves using it you win. So crafting good copy to get this communicated is essential.

“the first use of any product is inside the consumers’ minds. ”

Excerpt From: Drew Eric Whitman. “CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone.” iBooks.

The author calls it “installing a mental movie” into their head.


an exericse to go with it is to start off with a simple sentence of basic action and add words intentially selected to “install mental movies” (or visuals) in their head.

I must put my hand up, i’m not great at this. So I might need to perfect this properly.

He starts off by having a blank movie screen with a simple action:
Go somewhere and do something

then he elaborates to a final product:

“Go to the kitchen, open the oven, and pull out the freshest, crispiest, most delicious hot pizza you’ve ever eaten. Go on, cut yourself a big, hearty slice. Careful, it’s hot! Now take a big bite. Talk about crisp! The dough was made fresh this morning and baked in a virgin olive oil-coated black pan for a thick, deep-dish Chicago style crust. The sauce? Prepared from scratch, of course, from juicy plum tomatoes picked this morning, and blended with select fresh herbs from our own garden. Cheese? You betcha! Lots and lots of chewy, whole-milk mozzarella, made from the finest buffalo milk, of course, and the entire pie baked to bubbling perfection in a 750-degree wood-burning ”

Excerpt From: Drew Eric Whitman. “CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone.” iBooks.

i’ll probably need to work on this a bit more

so far I can start off with

“Go hire a surveyor and be free from pain”

for now goodnight.