I don’t do this often but I’ve just had an interesting discussion with DRT Auto used car sales and servicing company in Clydach Swansea. A brief history; I saw DRT Auto advertising a few cars on ebay and decided to pop up to Clydach and see what used cars they had in stock. A rather nice Mazda MX6 caught my eye and we started it up and made the basic checks. I spoke to the owner who seemed very defensive when I asked about his returns policy/warranty. He told me outright, they’ll bring it round, I’ll go for a drive and if anything’s wrong, he’ll give my money back.

The day came and DRT autos did indeed deliver the car, pointed out the absence of one brakelight and then left… no test drive, no checks, no nothing. I sorted out the insurance and went for a quick spin around the block. (I’m not used to manual cars so didn’t put any pressure on it.). I picked up Yovina in it, dropped her off and picked her up the next day. Looking outside the window, I noticed a large puddle, after investigation it was spewing water from the waterpump. Driving it in this condition will damage the engine, so it’s housebound. Also checking through MOT rules (which is due shortly), the handbrake cable was dangerously loose, one other rear light was missing, and the drivers seatbelt didn’t retract smoothly… Thus making it unfit for purpose under the sale of good act. It also makes it dangerous. Non-essential problems include interior boot light full of water, the heater blower and a/c didn’t work. The latter are convenience items and therefore not much hassle for me to fix.

I called DRT Autos straight away and started with the Water pump which they said they would sort. 3 days later, I called them back and they now want to charge me for the repair work and part!

After research, selling a vehicle in this condition is illegal and I am fully in the belief that they are completely liable to repair these issues or offer a full refund. They unfortunately aren’t liable for the heater resistor pack I bought, the Haynes manual or spare bulbs. I will be contacting Trading standards in the morning because DRT Autos is not conforming to UK law, have given me a rather expensive and dangerous oversized paperweight when I asked for a car, which I could drive, road worthiness should have been assumed. Trade Centre Wales have just been fined £5000 for a similar case.

In the meantime, I have no car to speak of and am fuming. I have places to go and more importantly, Yovina needs to get to work every day!

*UPDATE 9th March 2010*

Phoned the garage back, I’ve decided to get them to do the work paid or not. If they do charge me, and it wasn’t just an error, I will then go through trading standards. I spoke to the same guy who said the mechanic had a heart attack and is in hospital so they probably can’t do it this week… Part of me wants it to be true so that they’re not just making excuses, the other part doesn’t because well… heart attacks aren’t good. He also told me it should be ok to drive provided I keep topping up with water… do I believe him? I’m not sure. Posted this question on an MX6 forum so will see what the replies are.

*UPDATE 10th March 2010*

Had a missed call at 8am this morning from DRT Auto. I called back mid afternoon and spoke to the same person as yesterday. The guy who suffered the heart attack is back at work today. (In the days of the credit crunch, I doubt DRT Autos offer sick pay (although I could be wrong) so a speedy recovery is essential.) The person I spoke to said he would come round after work to have a look at it… 20:16pm he’s not arrived… 11th March – Still heard nothing. Will try calling again but keep getting engaged tone… This blog is currently top in Google for ‘DRT Autos’

*UPDATE 11th March 2010*

DRT Auto Mechanic with a heart attack is off again. He offered to come by tonight but I arranged to take the car to their garage tomorrow at 11… At least there I can’t get fobbed off or ignored.

*UPDATE 18th March 2010*

I went in last Friday, the heart-attack mechanic had a look and confirmed it was the water pump. I mentioned the ABS light (which is an MOT failure and potentially dodgy brakes) he just swore about his own nightmare with these and says it’s pretty much a gamble when they come on and off. I tried to explain mine was always on but he went back to another car he was servicing complaining that the water pump replacement was going to be a hellishly long job.

The boss came wandering over and asked if he’d ordered the part, I said I have no idea, he wandered off, came back and said they’ll call me in a couple of days to collect and repair the car… almost a week on, I’ve heard nothing…

I get asked this time and time again. Most people I meet start out wanting a non-geographic number as they feel an 0845 or even an 0800 number looks more professional. This is not always a good thing but does have it’s place.

For local businesses, a local number is always best as you demonstrate instantly that you’re in your target market’s area code. A mobile number can work depending on the type of business but usually best avoided for initial advertising as it suggests you’re on your own and rarely in.

If you deal with small businesses, they tend to call from mobiles due to very good mobile packages with included minutes. Most mobiles are charged for 0800 numbers and most 0845 calls are outside their allowance. A local number however is included no matter where you are in the country. If you’re marketing to the whole country, presumably locality doesn’t matter anyway and potential clients shouldn’t be put off by the fact that you’re based many miles away.

If you deal internationally, the 0845 may not work and the 0800 will not be free (yet you will still be charged for receiving). A local number is still best.

If you are a B2C however and tend not to work with other businesses, an 0800 can get good results. Many consumers still rely on mobile so offering a local number as an alternative on your contact page might help capture those people. Other NGN’s can also work depending on the type of business but with scams appearing left right and centre, any variation of 0845 and even 0845 can lead to a lack of trust. I would advise offering a local number as an alternative on your contact page.

Mostly it’s all pennies when it comes to calling various numbers, but these pennies can make a huge difference as to who calls you.

A mobile number suggests solitary worker, hard to get hold of and never in the ‘office’. If I get through, I know I’ll be able to speak straight to the person I want.

An 0800 number suggests a solid call centre. Free to call from landlines but I wouldn’t want to call when out and about as it will cost me. Might be difficult to speak to a specific person. Not sure where they’re located so can’t pre-think a meeting request. Might have to sit through automated services.

An 0845 number suggests a solid call centre. Will cost me every time I call, might be difficult to speak to someone specifically. Not sure where they’re located so can’t pre-think a meeting request. Might have to sit through automated services.

A landline number (locally) suggests a solid office. Free from my mobile, the person I want to speak to is probably near the phone. Handy as their office is just down the road so before calling, I’ll get a list of dates and times we could meet.

A landline number (non local) suggests a solid office. I know where they are, I may not be able to meet them but I know this before calling. The person I want to speak to is probably near the phone.

As a side point: When printing business cards with your name, ALWAYS include a direct line or mobile, a direct email address and optionally twitter, linkedin, ecademy links.

No! I’m not putting down copywriters – why would I? After all I’m one. The plain Jane comment is more of a metaphorical one. This article is all to do with keeping your writing simple – copywriting has no place for literary egos!

The title of this blog probably needs a bit of explanation before I am ‘virtually’ pelted with stones by the world’s copywriting population.

I don’t mean to infer that every freelance copywriter (or in-house copywriter) is aesthetically challenged. But rather that they understand the value of plain talking.

More often than not, as people grow and mature, they like to try to sound clever by using big words; words that make them feel intelligent. That’s all well and good and our school teachers were always pushing us to extend our vocabularies, but when it comes to copywriting you should resist the temptation.

In sales writing you are trying to connect with your reader therefore a great place to start is using basic, simple and clear language.

Here is a list of 10 words that you might be tempted to use and their simplistic counterparts:

Disseminate ——— Spread
Residence ——— House
Procrastinate ——— Delay
Grandiose ——— Showy
Innumerable ——— Lots
Investigate ——— Look at
Prevent ——— Stop
Construct ——— Make
Implement ——— Carry out
Obtain ——— Get

This should be applied to any sales writing, whatever tone or voice you are using. Even the most powerful business people on earth are human and would much rather read something simple than waste their time having to look up the meaning of every second word.

Copywriting services are a vital investment for businesses of all industries. Without professionally written copy, your marketing materials run the risk of falling flat on their faces – they won’t sell and they won’t inspire confidence. Sally Ormond or Briar Copywriting, has worked with companies worldwide to produce effective and powerful copy that works.

Starbucks is a huge name, some say it’s better known than any car company in the US and one that is known and trusted in the UK.

But does the Starbucks brand image goes against everything it stands for? If Starbucks want to be the local coffee shop and not an overused high street cliché, then the billions of dollars building the Starbucks empire has gone slightly off-track.

To tap into the ‘local’ market, Starbucks have just opened a remodelled coffee shop called ‘15th Avenue Coffee & Tea’ in Seattle. No green logo, no motif on cups, just a nice, modern, friendly, local coffee shop. They will be open throughout the night and provide tailor-made drinks and atmosphere. After covertly researching other local coffee houses, they realised that there is a massive untapped market of independent coffee drinkers who aren’t interested in going corporate.

Few others seem to understand this move, but having been brought into business almost entirely through social networking, it makes sense to see someone trying the small business approach. How will it work? Watch this space.

The lesson to learn here isn’t actually that branding can work against you, it’s about making the branding reflect the image you want to give out. Virgin has always been the rebel brand, ‘Ryan air’ the budget, pay only for what you want brand. Would Ryan Air now be able to offer a full first class service like BA? Absolutely not, consumers would be confused at the apparent price-hike and Ryan Air’s branding would go kaput.

McDonalds, like Starbucks has built it’s own niche empire, they keep trying to dip in to the local market, but they will forever be known as a fast food chain with little or no personality in it’s stores. A McDonalds in Venice is identical to one in North London. If McDonalds wanted to launch a proper cuisine and expensive exotic menu, they would fail. It makes perfect sense therefore for Starbucks to introduce a new concept to differentiate itself from the brand and give it a little flair. You’ll never see a chain of ‘15th Avenue Coffee & Tea’s, but that’s the point, that’s the brand. The strength of Starbucks and the personality of an independent, such a beautiful combination. We know Starbuck’s underlying ethics, we know the quality, but now we get the personality.

A brand doesn’t have to be attached to a logo, especially if that’s exactly what you don’t want. Branding is much much deeper than a swanky logo and colour scheme. It’s everything.

It’s finally here! Zako Media is shortly moving to South Wales. We will continue normal operations, existing websites will remain unaffected and we will be more contactable.

Why is Zako Media moving to Swansea?

We’re currently based near London and so paying what I like to call ‘London Tax’ which is basically artificially raised prices of transport, accommodation, office rent and staff. Our clients are based worldwide so we can’t fairly pass this London Tax on. Moving our web design operations to Swansea and Cardiff means we can keep our prices competitive and give us a better shot at organic business growth. We’ve operated so far without loans, debts and investments and to make the leap forward, we would like to keep it that way. Our new offices will allow physical expansion, while extra spare cash will allow us to take on more staff.

The second reason behind the move is the environment. Watford and London have very few areas of natural beauty and no access to the real sea. We have Southend 45 minutes away, but that’s really just the mouth of the Thames. Swansea has the sea on one side and the Gower on the other. Cardiff being just up the road gives us the city culture we would otherwise miss.

Other city candidates included: (and please note I mean no offense)

Norwich - Was too flat, Yovina is Mauritian brought up at the base of mountains just a stone’s throw from the seaside. The beaches were lovely but less awe inspiring scenery.
Ipswich – Very similar to Norwich
Some surrounding villages were very idyllic however, but for transport and city life, they wouldn’t have been ideal.

Portland and Weymouth
We absolutely fell in love with Portland. We have some amazing photographs of water spraying up from between the rocks. Nearly every home on Portland island has a view of the sea… it was just stunning. It has to be on hold for now unfortunately as the nearest big city really is London and it would defeat the point staying that close.

Cardiff
Another bussling city of culture. Cardiff university attracts lots of young, dynamic people and it’s a great business centre. It lacks beaches and is too close to my mum.

Liverpool
Liverpool is my father’s birthplace and I have many family members up there. It’s definitely a city of culture and business but again a little too big with less scenery nearby.

We visited each of these places for a few days (plus many others) and decided that Swansea is the perfect compromise.

Timescale, the move will be some time near the beginning of August 2009 so Swansea beware, there’s a new web designer in the area with a strong client base, amazing contacts and the passion to take over South Wales

Networking group members, invites are welcome as we will be looking to network with people in the area to see how we can help each other.

Contact us using the email address at the top of this site, or by calling: 029 2125 0010