P rof iles, Adv i c e , In f or m at i o n F o r G ro w i ng B us i n e sse s

JULY 2008

Cellular vs.
Chuck Norris:
What’s The Better Bet? page 2

Avoiding Workplace
Violence page
p g 27

Outlaws Have More Fun.

Say HelloToThe
“Miltownkid.”
soho player page 14, Casey Payne
Glendale, WI • Phone: 414.736.3519
owner - publisher, cd vann • editor, jim kogutkiewicz • soho profiler - contributor, trish hundhausen
photographer, sarah hoeppner - I Do Photography • layout & design, VanderBloemen Creative
S O H O E XPE R T S
2 Cellular vs. Chuck Norris:
Who’s The Better Bet?
Jason Kayzar
MC2 Incorporated
Phone: 414.788.1800
SOHO PLAYER, page 10 Email: jasonkayzar@mc2wi.com
Casey Payne
3 Live Your L.I.F.E. Living In
Outlaws Have More Fun. Fantastic Excitement
Say Hello To The “miltownkid.” Jeoffrey R. Hutcherson
CinnerG Systems
Phone: 262.894.3515
That’s right; miltownkid—all lower case. Still Email: cinnerg@earthlink.net
known to most as “Casey Payne,” at 28 years,
he’s Gen Y’s answer to society’s notion of the
Renaissance man. All sorts of people from
4 Building An Intelligent
Database
around the world are finding they can’t get Mike Carroll
enough of Mr. Payne’s “daily” dose. Whether Intelligent Conversations
Phone: 414.727.9813
it be his latest insights on Guitar Hero, micro
mike@intelligentconversations.com
vs. macro economics, Chinese lessons, or even
his highly personal challenge with having
bipolar disorder, you can believe that he has 5 7 Reasons Why You
loyal fans hanging on his every word. SHOULD Use A
Travel Specialist
Katie Cianciolo
CruiseOne
Phone: 262.347.4776
Email: travel@wi.rr.com
Don’t Use A Hammer When19 To Sell Or Not To Sell:
Taxing Questions For The
7 The Job Needs A Drill
Small Business Owner
Stephanie Kern
VanderBloemen Creative
Phone: 414.828.2123
Email:stephanie@
vanderbloemencreative.com
Loop de Loop de Loop
8 Leading Toward Wisdon In
Your Organization
Mark I. Vincent, Ph.D., CSP
Design for Business Int’l
Phone: 877.771.3330
Email: marklv@
DesignForBusinessIntl.com
WE LIKE TO WATCH: www.sohobiztube.com
13 Selling Your House: More
Than Just Accepting A Bid
John L. Chiappetta
JD Financial Services, LLC
Phone: 847.986.2740
Email: JChiappetta@jdfinsvc.com
14 See Sunshine Where
Everyone Else Sees Rain
Jim Palzewicz
ActionCOACH Business Coaching
Phone: 262-790-1213
Email: jimpalzewicz@
actioncoach.com
16 Web Writing: Much More
Than Putting Pen To Paper
Diana Myre
Comstar
Phone: 262.953.6000
Email: dmyre@comstar.biz
17 Avoid The Horror Of
Workplace Violence
Debra A. Slater
Weiss Berzowski Brady, LLP
Phone: 414.270.2521
Email: das@wbb-law.com
Jason Seyfert
Northwestern Mutual
Financial Network
Phone: 414.358.5110
Email: jason.seyfert@nmfn.com
20 ‘Coach, I Did It!’
Jose Vazquez
Vazcom Communications
Phone: 262.620.0654
Email: jose.vazquez@vazcom.net
1
 wifi and mobile technologies
Cellular Fees
vs.
Chuck Norris:
Jason Kayzar Who’s the better bet?
Chuck Norris might be able to sneeze
with his eyes open, or slam a revolving
door but he doesn’t stand a chance of
going through life without paying fees.
There are bad four letter words, and then
there are filthy four letter words. “Fees”
definitely fits into the second category.
Fees are used to hide all kinds of taxes
and charges on everything from garbage
pickup to cell phone contracts. Fees are
everywhere, and I can’t think of one that
has a positive connotation (Sunshine
Fee? Happy Fee? Smile Fee?). On June
14th, the FCC and at least one cellular
company will square off at public
hearings designed to create a national
Early Termination Fee (ETF) policy
for all cellular subscribers. Right now
consumers pay an early termination fee
of $175 or more for cancelling service
before the end of their contract.
2 WE LIKE TO WATCH: www.sohobiztube.com
In the blue corner – Kevin Martin,
head of the Federal Communications
Commission (FCC) said he wants to
regulate fees charged to cell phone users
who cancel their wireless contracts early.
Right now there are no regulations,
carriers set their own terms and fees
individually. Ironically, many of the
big carriers waive these ETFs for
Government accounts.
And fighting out of the red corner - The
wireless industry has proposed a plan to
the FCC giving consumers a chance to
cancel their cellular service without
any penalty.
Under their plan, the clock starts
ticking for consumers either 10 days
from receipt of their first bill, or 30 days
after signing their contract. Once you
go beyond that time frame, you’d still be
on the hook for an ETF. In addition, if
the proposal passes, the FCC will take
away the right of individual states to
regulate the ETFs. The proposal would
also “pro-rate” the fees based on the
length of time left for existing contracts.
Why do these fees exist in the first place?
The cell phone handset you own has
most likely been heavily subsidized by
the carrier. If you leave before your
contract hits the profit or even break-
even point of their investment, they’ve
lost money on you. Imagine going to
your local Ford store and leaving with
a free car. The catch is that you would
have to bring it back to them for all gas
and service and you could only drive
it on “Ford approved” roads. If you
decided you wanted a Toyota a few
months later, Ford would charge you
the full price for the car because you
didn’t fulfill your end of the contract.
Depending on which figures you look at,
the average carrier’s cost per gross add
(CPGA) or cost to add a new subscriber
to their network is $400 to $600. That
includes the advertising, network
upkeep, handset subsidy, etc. From the
carrier’s perspective, an ETF at least
helps recoup some of that cost.
Either way the fight ends up, consumers
will probably get a small victory. The
biggest downside is that carriers will
surely begin to move away from the
You’ll pay
subsidized handset model.
full price for your next “free”
phone (about $150 to $$200)
and companies won’t be as
anxious to sell handsets on price.
Also, the new rules will most likely not
apply to any existing contracts, you’ll
need to re-sign with a carrier to get out
early (how’s that for irony?).
As for Chuck, he’ll be alright. The only
sure things are Death and Taxes…and
when Chuck Norris goes to work for the
IRS, they’ll be the same thing.
soho life coach
Love Your L.I.F.E.
Living In Fantastic Excitement
Jeoffrey R. Hutcherson
Beginning from where you are, let’s look at think that happiness is in the having
how you are living, how you are thinking, of things, like cars, boats and other
how you are knowing, how you are growing. expensive items. What other things do
you think make a fabulous lifestyle?
We all want to be happy with our lives,
our business and our family, but it seems We know that money can’t buy
that it’s hard to get all of it at the same happiness, but it would be great to know
time. When one works, one or more of about that firsthand, wouldn’t it? Just
the others are off. give me the money and I’ll prove it. I have
been blessed to know people who have
To be honest, it can sometimes appear money tell me they did not wait to be
that something is not working the way happy until they reached their financial
you’d like. However, it’s exactly that goals. They practiced being happy during
type of thinking that keeps you from the journey of achieving their goals.
firing on all of your life’s cylinders.
Remember, you don’t have to achieve to
Happiness is what we all want, but how be happy, but you can be happy achieving
do we get it? We have been trained to and really have fun in the process.
TIPS FOR LIVING IN FANTASTIC EXCITEMENT (L.I.F.E.)
The “No Complaining” rule: If you have something in your workplace you
might want to change, look for the solution instead of just negatively venting.
Have you ever noticed that if something doesn’t feel good to say, it might not
be good to hear? Ask yourself if complaining about something or someone
would lead you to a good-feeling place or not. Turn the words and thoughts
around. An example: I don’t like these long meetings, but I do like having
{
clear communication and fresh ideas to grow the business.
1 Can you see in this one area (“no complaining”) you can address all three
phases: your work, mental and emotional states of mind? You can choose to be
happy. All you need to do is control your focus. You know the saying: “You must
change the way you look at things before the things you look at will change.”
TO BRING MORE EXCITEMENT TO WHAT YOU DO:
{
2
Ask empowering questions like: What novel idea is this? What’s the best
way to solve this problem? Then sit back and enjoy the process rather than
looking at places to cut back on, take out or sacrifice now to stay ahead.
Make it easier for you to be happy by letting up on your rules for
what has to happen for you to be happy. We have all been caught in that
trap. Where do you stand today? For example, do you need to have this type
{
3
of house before you can be happy? X amount of money before you can be
happy? That type of wardrobe to be happy? That is all well and good, but you
don’t need those things to be happy. Happiness is who you are, not something
you do. You already have it! And you can be happy along the way to those
things you’ve set out for yourself.
These are just some things that I have brought into my daily actions and thoughts to
love my life and my business. Try them for yourself and see what can happen for you.
WE LIKE TO WATCH: www.sohobiztube.com 3
 sales
Building An Intelligent Database
Mike Carroll
Knowing who to talk to and what to say is a key element
of having intelligent conversations. Sales and marketing
teams spend lots of time and money buying and managing
prospect lists, market data and customer information. And
once you have the information, your Customer Relationship
Management (CRM) or Sales Force Automation (SFA)
system requires constant attention. And while these systems
provide extremely powerful tools when used correctly, many
installations fail because:
• Only portions of the system are used and there’s little
consistency in terms of which parts are used by each sales
person. In many cases the sections used by sales people
are used incorrectly.
• Total integration is elusive (it’s very difficult to stamp out
all the sub systems and processes, home-grown reports,
spreadsheets, and other tools that have evolved over the
years, one sales person at a time).
• There’s often a major disconnect between current customer
data and market data (how many prospect accounts have
these characteristics?). Without the proper design before
hand, this problem only gets worse over time.
• Successful sales people build relationships. Relationships
are built on trust and trust requires honesty. Databases are
never 100% honest (because the information changes every
day). So if a sales person gets inaccurate data they feel
they’ve been “lied to” and no longer “trust” the system.
• And most systems require input from people - sales people,
operations people, support people, marketing people, and
sometimes customers (web forms or surveys). Guess
what? People make mistakes, enter things differently (XYZ
Corporation vs. XYZ Corp.), put things in the wrong
category, or simply get frustrated and skip it all together.
It’s a lot easier to have intelligent conversations when you build
an “intelligent database” that empowers the sales, marketing
and customer service team (rather than frustrates them).
What does an intelligent database look like? Every organization
will have its own unique requirements, but generally speaking an
intelligent database should provide the ability to sort, organize
and view the data from many different perspectives:
• Account data - by internal parameters (sales team,
operational support, etc.); by firmagraphic data (sales size,
industry, geographical region); by marketing campaign; by
past or potential revenue; by service ticket, etc.
4 WE LIKE TO WATCH: www.sohobiztube.com
• Contact data - by title, internal parameters (sales person,
operational support, etc.), by marketing campaign; by
responses or contacts to your organization (they completed
this web form on this date, they stopped by our booth at a
trade show and asked about x, etc.); and how each contact
relates to other contacts within the account.
• Activity filters - the ability to sort and organize by relevant
activities (marketing campaigns, service calls, presentations,
•
trade shows, etc.)
Market measurement - understanding your most profitable
customers and then how many similar target accounts exist.
We’re seeing more situations where our clients need help
building this type of database or finding ways to modify their
existing database to accommodate these types of views. It’s
a process that takes constant work, but when you get your
entire sales team moving together to leverage your data assets,
the results can be remarkable.
Attention: Website Design Facts
you NEED to KNOW!
Fact:
“A business can lose 60% of its
potential customer base by having
a poorly designed website”
Fact:
If your website is not visually appealing
or information can not easily be
accessed, you may be losing a lot of
potential business.
Knowing these facts, don’t you owe it to your
business to take another look at your website?
If you find changes need to be made,
contact us and we will not only put best
practices into place for you, we will also work
to align your company goals, marketing
strategy, and business processes - giving you
a true business asset.
Visit our Website www.comstar.biz
and read about our design process!
Or call us today!
(262) 953-6000
biz travel
Katie Cianciolo
7 Reasons Why
You SHOULD Use
A Travel Specialist
They go by many names: travel or cruise agents, planners,
specialists or counselors. They are professionals in their field.
There are many misconceptions about using a travel agent,
such as: “They cost money, I won’t get a good a deal, I
lose my control, The Internet is better,” and so on. This
article will dispel those myths. As in any business, you
need to check out whom you are doing business with and
“referrals” are a good way to start.
Travel agents have a highly stressful job as they have no
control over the outcomes for which they are responsible.
However, a travel professional does control the personal
service that they give to you - the client. They, many times,
will take responsibility and “make it right” for problems
beyond their control.
You spend hard-earned dollars to take a dream vacation, and
a good travel professional will help you create those lifetime
memories and get you the best value for your dollar.
ONE - Save Money
Get over the idea that you pay more if you use a travel
agent. For most suppliers, the price is the same whether
their product is sold via the Internet, direct or with a
professional. Travel agents, however, may have some rates
not available to the public or that cannot be advertised,
such as group rates for cruises. The supplier pays travel
agencies, so they do not charge extra fees. The exception
to this might be a fee for issuing airline tickets or for
extensive hours of research.
Most cruise lines and some suppliers have a “no discount”
policy, so what you find on the Internet or direct will
be the same price. Internet sites/call centers tend not to
disclose all fees until the actual deposit process, and they
Continued on page 6
WE LIKE TO WATCH: www.sohobiztube.com 5
 “7 Reasons Why You SHOULD Use A Travel Specialist” continued from page 5
usually charge a “booking fee.” They might also want total
payment upfront and charge extra for questions. Travel agents
can choose to waive or change a fee, if necessary. And, yes,
there may be some lower fares on the Internet, but these sites
have to make up the difference somewhere, which could have
negative effects later. Others are interested in just selling the
product and collecting their fee - the end. No follow-up. If a
rate drops lower, the “computer” will not be calling you with
this great news!
Some travel agents have a price guarantee or a supplier will
match a competitor’s rate. It’s best to give your loyalty to an
agent you trust, and if you happen to find a lower price, ask
them FIRST if they can meet that price.
TWO - Save Time
Saving you time also saves you money. Many people do use
the Internet for initial research, but they still prefer to deal
with a travel agent when it comes time to make a decision.
The travel agent should ask questions about your likes and
dislikes, what activities you enjoy, what type of vacation you
want, what your hobbies are and more. From your discussions,
the travel agent can narrow down the selection process
based on their experience and knowledge, make invaluable
recommendations and handle all the aspects of your travel.
THREE - Services
With a good agent, you can have price AND service. By
choosing a travel or cruise professional, rather than the
Internet, you get value-added service. You also have
contact with a real person, personal service, unbiased
recommendations and product knowledge. Some big Internet
players outsource their customer service outside the country.
You will most likely find a home-based agent to be more
convenient and flexible. Ask the agent:
• What are the office hours?
• Who is available in an emergency or if the office is closed?
• Can we meet at another location?
• How do I get my tickets?
• Examples of how they’ve gone “above and beyond” for a client
FOUR - Knowledge
With the price issue out of the way, that brings us to making
agent or agency selection and product knowledge. Qualified
travel professionals might work in an office setting or be home-
based. Many agencies also have a Web site and might offer
booking options via the Internet. Do not confuse call centers,
reservationists or Internet sites as having “qualified” agents.
Also, don’t confuse some of the emerging multi-level marketing
schemes passing themselves off as travel professionals.
6 WE LIKE TO WATCH: www.sohobiztube.com
Some agencies may specialize in certain types of travel, such
as cruises or niche markets. If you are interested in taking a
cruise, you could ask the travel agent:
• What certifications they hold or are working on?
• Are they a destination or supplier specialist?
• If they are a member of a professional association, such as
CLIA, NACTA, ASTA, etc.?
• Ask about their community involvement?
• How long have they been selling cruises?
• How long has the agency or host agency been in business?
• How many cruises have they been on?
• Which ships? Which itineraries? Which ships inspected?
• Have they handled groups? Is there a group leader
agreement?
• Who do they go to with questions?
• What other things do they do for their clients?
FIVE - Resources
The travel agent should provide answers to your all questions
and vital travel information. Travel agencies receive countless
calls from those that booked on the Internet. For some reason,
the Internet computer failed to tell them important information
and now their trip (and money spent) may be in jeopardy. Or
clients of other agents call because the office is closed.
The agent should be able to give advice on a cruise’s
shore excursions or optional tour packages. Travel agents
will advise clients on the importance of purchasing travel
protection insurance.
SIX - Assistance
The best-laid plans can sometimes go awry, such as a missing
reservation, or a medical or family emergency emerges. The
travel agent should be available to assist you.
SEVEN - Insured
Ask the travel agent if they have:
• Errors and omissions insurance?
• Liability insurance?
• License or seller of travel permit (if required)?
When you find an agent, make a commitment to do business
with them, use their services, ask for prices and have
brochures mailed to you. But don’t use them, their resources
and time if you have no intention of doing business with them.
Be honest and avoid deceptions. You should get excellent
service in return.
marketing and design
Don’t Use A Hammer When
The Job Needs A Drill Stephanie Kern
Recently, I received a file from a client that needed creative Photography - The king or queen of all photo
assistance. I was shocked (and appalled) to find out they were manipulation applications is Adobe Photoshop. Your digital
giving me a 150-page training manual created in Microsoft camera or even your PC may come preloaded with free
PowerPoint. photo manipulation software, but the best choice is Adobe
Photoshop. Use Photoshop when you need to adjust the
color of a photo, reduce the size of a photo, design a creative
Why? - I am not sure what was more surprising, the fact
that I was surprised, or the fact that I see this far too often.
background, or even for designing Web site graphics (along
with Illustrator.)
Thus, I feel it is my obligation to bring to the readers of
Magazine Soho a few tips on which software applications are
best suited for different creative projects. When To Use Word - Microsoft Word, PowerPoint
and Excel are wonderful tools, but they are NOT meant for
If you choose to design or produce your marketing pieces
designing. Use Word for all letters/correspondence, mail
in-house, and ultimately have them produced through
conventional printing methods, it is important for you to
merge or text-heavy documents. Technically you could
use Word for page layout, but I cannot stress this enough –
use the appropriate software in order to facilitate a seamless
DON’T. Microsoft Word does not have the rich features and
transition between you and your commercial printer.
freedom that QuarkXpress and InDesign possess. Microsoft
Excel is a powerhouse for tables and charts, and PowerPoint
Page Layout Applications - Use a page layout is the go-to man for creating presentations.
application whenever you are creating a marketing piece that
Continued on page 8
includes photos and/or illustrations. This is especially true for
multiple-page documents. Some examples include: brochures,
newsletters, training manuals, magazines, catalogs, etc.
1. Adobe InDesign*
2 QuarkXpress*
3. PageMaker
4. Microsoft Publisher
*InDesign and QuarkXpress are industry standards, and
preferred by most commercial printers.
Illustration - When you need to create a logo, illustration,
packaging, displays and booth graphics for example, most
printers will require you use one of the following applications:
1. Adobe Illustrator
2. Adobe Freehand (Freehand was purchased by Adobe
and will no longer develop further upgrades.)
3. Corel Draw
WE LIKE TO WATCH: www.sohobiztube.com 7
 leadership and development “Don’t Use A Hammer When The Job
Needs A Drill” continued from page 7

Tidbits Of Advice - Don’t

forget, when you create a document for
page layout and plan for that document
Mark I. Vincent, Ph.D. CSP to be output by a commercial printer,
you will need to include the following:
1. All photos you have placed in the
Loop de Loop de Loop document

Leading Toward Wisdom In Your Organization 2. All illustrations you have placed in
the document
I enjoy relating in conversation with a variety of small groups. A recent session
brought up the discussion of wisdom in organizations. We began with the difference 3. All fonts you used in the document
between single-, double- and triple-loop learning. 4. All of your photos/illustrations are
in the correct color space.
Single loop is a mere observation. We could call it data or information. An example is
getting my hand pinched in a door. Oww, that hurts! What is color space? If you are sending
your file to a printer, you need to be
Double loop is information that I carry forward to future possibilities. We call this
using CMYK, which stand for cyan,
knowledge. I avoid getting my hand pinched in future situations by keeping my hands
magenta, yellow and black. I could
clear from closing doors. Whew, I avoided that one!
throw spot colors in the mix, but then
Triple loop is working backwards to understand the physics involved and working things would get too complicated. If
forwards to apply my knowledge in new situations. This is where wisdom is on you do not plan to have your document
display. I not only avoid getting my hands pinched, I help others avoid it too. Also, I printed, then you may use the RGB –
notice other ways that pinching can happen and learn to avoid them without getting red, blue and green – color space, which
hurt, continuing to pass my insight along to others for their benefit. And, I notice how is the standard for all computer displays.
this works figuratively, as in relationships, and not just physically. Wow, look what
we got done together! Does all of this sound foreign and
too much to remember? Then I have
In my small group discussion, one friend pointed out that one must believe there is a solution: hire the professionals. If
wisdom to be gained or they would not take the time to find it. He went on to observe you ever wondered why marketing
that we also must be committed to wise use of that wisdom (at which I wondered if and design services are expensive and
one can be considered wise if they do not act wisely). take too long to produce, it’s because
they have plenty of training (past and
So, how does one demonstrate such a commitment, particularly as a leader in
continuing), knowledge and talent.
organizational life?
They enjoy the creative challenge, so
It begins with being “others-centered” - a commitment to help others perform well, challenge a designer today!
an openness to learn from the experience of others and a love for working with
others to generate knowledge that can be passed along. Without this value, one works
solely for themselves and uses others in ways that benefit selfish desire. There may
be short-term benefits from acting in totally self-interested ways, but the long-term
organizational and personal benefit is ultimately sacrificed.

If I am not “others-centered,” I cut off a major flow of information from which I

might benefit. If I refuse to listen to the wisdom of others, I end up in single- or
double-loop learning only. Single- and double-loop learning is important, but cut
off from wisdom, single- and double-loop learning become more expensive to
the organization. Leaders and line workers end up flailing around and learning by
bumping into things, and through accidental discovery.

May we be cursed with happy accidents, but may we not become dependent upon
them! Wisdom demands our deliberate attention to the matters at hand for the benefit
of those who come this way after we do.

8 WE LIKE TO WATCH: www.sohobiztube.com WE LIKE

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 OUTLAWS HAVE
MORE FUN.
Say hello to the “miltownkid.”
That’s right; miltownkid—all lower case. Still known to most
as “Casey Payne,” at 28 years, he’s Gen Y’s answer to society’s
notion of the Renaissance man. All sorts of people from around
the world are finding they can’t get enough of Mr. Payne’s “daily”
dose. Whether it be his latest insights on Guitar Hero, micro vs.
macro economics, Chinese lessons, or even his highly personal
challenge with having bipolar disorder, you can believe that he
has loyal fans hanging on his every word.
It was the evening of Saturday, June 7th, and possibly the worst
day of thunderstorms and tornado warnings Milwaukee has
brewed up this year, as Casey and I chatted over snacks and
beverages at Water Buffalo in the city’s Third Ward. I sincerely
thanked him for braving the storm to meet me, but he said he
didn’t mind, and that while living in Taiwan, he had seen many
a typhoon that made our day’s weather look something like a
pleasant picnic. Friendly and unassuming, while donning an
outward intensity that is striking and yet refreshing, it quickly
becomes apparent why miltownkid makes sense. He is as excited
about life as is a little kid waking up on Christmas morning.
Casey is a full time economics major, fluent in Chinese, an IT
pro, and a winning Brazilian jiu-jitsu competitor as well as a
member of the YouTube Partner program. He explains that he
applied to become a member, and to his surprise, a few days later
he was accepted over “tons” of other candidates. “If you have
enough subscribers, and you’re videos are getting enough views,
and you’re content’s okay, they merge your account with Google
Ads, and then share the revenue from the ads with you.” Other
benefits include larger file downloads, the ability to add banners,
10 WE LIKE TO WATCH: www.sohobiztube.com
“ Casey’s videos range
from funny entertainment
to motivational, and from
“
tutorial to autobiographical
“vlogging (video logging).
and more. He feels YouTube is a great marketing tool. “It all
started with ‘The Red Ring of Death’ video. You can Google it.
I was having a problem with my X-Box, and I was so frustrated,
I decided to make a video. I said, ‘I’m gonna document this!’
Mainly just to stick it to Microsoft. People thought it was funny,
and then I started getting requests for more funny videos.”
Casey’s videos range from funny entertainment to motivational,
and from tutorial to autobiographical “vlogging (video logging).”
He enjoys the freedom the internet allows to do things his way.
Some fans prefer just one subject; others, something else. He
takes all viewer comments into consideration as to hone his
brand into something that is both for them and for himself. “It’s
a balance between doing what you want to do, and what the
audience wants you to do.”
His ideas seem to be endless. Casey has a plan for a barter
exchange business, mainly for one-man shops. Another hope is
to create a better kind of school designed to help creative people
realize their visions. He thinks this group is much bigger than
most assume. He taught English in Taiwan for five years to
kids ages four to fourteen; a major life changing experience. “It
was part teaching, part entertainment, and learning to deliver
a message in a way that it would be received. You can’t force
it into them,” says Casey. “It’s connecting with kids on their
level--which is really a higher level. Kids really are like sponges.
They want to learn if somebody is just willing to explain things
to them. My name is miltownkid for a reason. I think of Toys-
R-Us, and their slogan, ‘I don’t want to grow up.’ And I made a
commitment to that.” Visit Casey at www.miltownkid.com.
11
 accounting
Selling Your House:
More Than Just
Accepting A Bid
John Chiapetta
It’s the middle of the year and are you still thinking about
taxes? Maybe you are, but maybe you’re not.

Obviously, there are a lot of transactions that happen during

the year which affect your year-end tax return. Over the past
few years, I can say that the sale of a principal residence or
investment property has ranked high on the list of taxpayer
questions. Even in this down real estate market, there are In essence, you need to be in your home and using it as a
quite a few inquiries. principal residence for two years at the date of sale.
The sale of your home or principal residence is governed by So, what happens if you sell your house within that two-year
IRC§121(b). The rules have changed over the years and still might time frame? And what is that like-kind exchange mentioned
not be clear, so let’s look at the rules in the simplest of terms. in No. 1. Basically, I am running out of space and will need to
There is an exclusion of gain on the sale of a principal residence continue next month with some additional information on the
of $250,000 filing single, or $500,000 married filing joint. Wow, sale of a principal residence. Also to follow is ownership and
what does that mean? Let’s take a look at the following examples: sale of rental property.
My cousin Vinny lives in a relatively new subdivision in
Illinois. He has had his house with his wife and children for
about three years. He was given the opportunity to work in
Milwaukee. For this new position, he wanted to sell his house
in Illinois and move to Wisconsin. He originally purchased
the house for $350,000. He has it on the market for $400,000.
“How are you communicating If he gets the asking price, he is well below the $500,000
exclusion of gain. Vinny gets to keep the money, tax-free.

with your potential customers? Now, Vinny’s sister Carmela lives nearby. She is much
younger and is living the single life. She likes to stay with

Are you familar with new media?”
At VanderBloemen Creative we make it our priority to stay
on top of new and innovative ways to assist our clients with
their marketing and design. Let us show you some of the exciting
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or call us at 414.828.2123
to schedule a free consultation.
VanderBloemen Creative LLC
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family and decides to leave the subdivision in Illinois and
move with her brother Vinny. She originally purchased her
home for $300,000 and has it on the market for $365,000. If
she gets the asking price, she will have a tax-free gain on the
sale of her personal residence of $65,000. She falls into the
$250,000 exclusion of gain for a single individual.
Well, is this too good to be true? Of course, our government
imposes ownership on use tests for the above to stand. Let’s
take a look at some of the rules:
1. Gain may be excluded only if, during the five-year period
that ends on the date of sale or exchange, the individual
owned and used the property as a principal residence for
periods aggregating two years or more. If the house was
acquired in a like-kind exchange, the taxpayer needs to
have an aggregate of a five-year stay.
2. There is relief of the above rules for uniformed services,
foreign service and intelligence personnel called to active
duty away from home.

12 WE LIKE TO WATCH: www.sohobiztube.com WE LIKE TO WATCH: www.sohobiztube.com 13


See Sunshine Where Everyone
Else Sees Rain
Jim Palzewicz
Read today’s newspaper or listen to the news, and there it is - negative thinking! You’re reminded at
every turn that there’s plenty of blame and excuses to justify why your business is not performing to
your expectations. Yet I know plenty of entrepreneurs who are having their best year ever! What’s their
secret? How can you apply what they already know to reach your business goals, despite the economy?
These business owners are simply applying
what successful people have known
throughout history – your ATTITUDE
determines your RESULTS. It’s gut-
check time. How’s YOUR attitude doing?
Let’s review the mind-set of successful
entrepreneurs in today’s economy.
Today’s successful business owners
realize the economy is constantly
changing and runs in cycles. Some aspects
may be doing well, others doing poorly.
It’s imperative to look at the big picture
14 WE LIKE TO WATCH: www.sohobiztube.com
business coach
and make time to think long-term. While
negative thinkers are overwhelmed
and anxiously waiting out the storm,
successful entrepreneurs take ownership
for finding the opportunities that today’s
economy is offering them. They stay
current but don’t dwell on negative news,
which they know is a constant threat to
their positive mind-set.
NOW is the time to become a better
leader for your team. Their attitude is
simply a reflection of what they see in
Exceptional people become available due to layoffs and cutbacks.
This can be your best opportunity to grow your business, market
Reduce costs and increase profits by focusing on selling more
of what you already have, rather than investing in new product
share and talent pool at wholesale, not retail prices. Isn’t this how
successful investors maximize their portfolios?
development. Adapt your sales process to change your prospect’s
attitude by addressing economic concerns and objections up
front, and how you will help them to achieve their goals. I know
Solidify your market position as a solid, successful company by of a business in the construction industry that, by focusing
continuing your marketing and sales presence. Now is the time on improving its sales process, grew its Q2 written orders by
to outshine your weak competitors who are cutting back on their 624 percent over Q1, and is on track to double its revenue and
marketing and staff. Grow your market share now, and as the pie - explode its profit in 2008. What’s holding you back from making
your market - grows again, your pie slice will be even larger. this happen in your business?
Some strategies to accomplish this include: If you’re getting excited about today’s market opportunities,
your mind-set is moving in the right direction! Times like these
• Take advantage of better pricing for marketing and determine the market winners from the also-rans. How are you
advertising. making 2008 your best business year ever? Let me know by visiting
my blog, “The SOHO Biz Doctor” at www.sohobiztube.com.
• Test and measure to ensure your marketing is focused on
achieving sales results.
Thanks for seeing the SOHO Biz Doctor, the cure to
• Tailor your marketing message to your customer’s pain. what’s ailing your business!
• Get even closer to your customers and cement their loyalty to
you as a problem solver.
• Partner with your clients to outsource more of their needs to
you as they cut costs and staff.
CinnerG Systems
217 Wisconsin Ave #311
We Find Answers Waukesha, WI 53186
www.CinnerG.com
262-894-3515
Business Consulting:
Enhancing Strengths
& Releasing Sabotaging Fear Factors
you. Expect your best year ever, and focus
your team on the actions that will make it Personal/Group Development:
happen. Your positive momentum today is
the seed for tomorrow’s success. Team empowerment
• Business Organization DELAFIELD
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Financial mastery is necessary to take • Commercial and Residential Real Estate
advantage of today’s opportunities. Cash
• Contract Preparation & Negotiation
Delafield, WI 53018
TEL 262.646.5812 collaborative goal.
• Employee Benefits
FAX 262.646.3340
is king, so budget your cash flow and • Environmental
M I LWAU K E E
Stress Management:
• Estate & Business Succession Planning
strengthen your banking relationships so 700 North Water Street
• Labor & Employment
that funding is available to take advantage Milwaukee, WI 53202
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• Land Use & Zoning TEL 414.276.5800
of opportunities that present themselves to • Litigation/Dispute Resolution FAX 414.276.0458
positive thinkers. Weaker competitors may • Tax
www.wbb-law.com
be ripe for acquisition at bargain prices.
WBB3113 4x5 B-W Ad.indd 1 11/19/07 12:14:51 PM
Process Black
WE LIKE TO WATCH: www.sohobiztube.com 15
 web design and IT
Web Writing: Much More Than
Putting Pen To Paper Diane Myer
Discussing a new design for a Web site can be a very exciting
and emotional experience for a company. However, it is easy
to get caught up in the look of the site and forget about
the most important element, the content. A new Web site
design should signal the need to take a look at the content
as well. Writing for the Web is very different from writing a
printed document. I want you to ask yourself: Is our content
appropriate for the Web?
Your Current Web Site Content
How did you decide what content was going to go on your
Web site? Did you just take the text from your sell sheets and
other materials and type it onto your site? If so, you need
to know that the content on printed materials may not be
effective for the Web. Print media does not always translate
well to the Web site because there are certain techniques for
online writing that you need to follow.
Why would the print media not translate well? The answer is
that visitors to your Web site have a different reading style
16 WE LIKE TO WATCH: www.sohobiztube.com
than say those reading a printed document. When visitors
come to a site, they quickly scan the page for relevant
information that jumps out at them. Chances are they will
not sit in front of a computer screen and read word for word.
Therefore, your content needs to be presented effectively, have
the ability to be read quickly and be easy to understand. Below
are some tips to implement for easy-to-read content for the Web.
Writing Tips
1 Use bullet points instead of long sentences or
paragraphs. While a lot of details may be fine for a
2
printed document, Web site visitors want concise points.
Don’t try to make a hard sell on the Web site. Putting
the words “Call Today” at the end of a flyer may be
fine, but on your site, try putting calls to action within
paragraphs to help you ease into the sell.
3 Do not make the content of your site dependent upon
content on other pages. In printed documents, there
should be a flow with the information, but online a
visitor may enter any page and they have the ability to
click from page to page so they may not be getting the
whole picture.
4 Put your most important content first, and at the top of
the page above the fold line. A printed document may
have an intro and ease into the important information,
but many visitors online do not take the time to scroll.
Having the most important items first may increase the
chance that they are reading the items you really want
them to read.
5 Use headlines or bold text to make words stand out and
do not underline text. Remember, on a Web site you
must never underline text unless it is a link.
Resources
If your company is struggling with content, there are some
resources that can assist you. If you would like an internal
person from your company to do some research, I would
recommend the book “Call to Action.” It has a section on
how to write for the Web and provides real-life examples. If
you feel that writing content would be better outsourced
to a professional, check with your Web site designer. Some
Web site design companies offer the service of professional
copywriting for a small fee.
Remember, the content on your Web site should be updated
regularly and it should be written specifically for the Web.
Better content leads to increased interest from visitors, which
leads them to take action and contact you!
legal eaze
Avoid The Horror Of Workplace
Violence Attorney Debra A. Slater
Increasingly, the news contains reports of workplace violence. mentioning a testing program can cause a problem applicant
The stories are usually bizarre and often come to a tragic end. to walk away. If an employer decides to implement a testing
Typically, they represent the culmination of events that, in program, it should formulate a clear, written testing policy,
hindsight, could have been better controlled. This article will communicate it to applicants and include a statement on
explore some steps employers can take to minimize the risk of the application form that drug testing may be part of the
“
workplace violence. application process.
In dealing with an existing work force, an employer must
Supervisors should be instructed guard against situations that can escalate out of control.
Supervisors should be trained to give fair employee
to be on the lookout for any evaluations and to establish and enforce harassment policies,
changes in employee behavior
and to take all threats seriously.
“ grievance procedures and security procedures. Supervisors
should be instructed to be on the lookout for any changes in
employee behavior and to take all threats seriously.
An effective harassment policy should not only inform
A careful employer should review all job applications, employees of the procedures to be used to report questionable
conduct in-person interviews, contact references, check behavior, but it should also encourage them to report any
criminal records, and in appropriate cases, perform drug questionable behavior, no matter how minor. Consistent with
this policy, employers should uniformly and immediately
tests. When reviewing an application, employers should note
any unanswered questions, suspicious reasons for leaving enforce all rules that prohibit threats, horseplay, fighting and
other jobs and any inconsistencies. The applicant should be weapons at work.
Continued on page 18
asked why he/she left previous employment, and the employer
should ask for permission to contact previous employers.
Then, it should contact them. Job application forms should
include a statement signed by the applicant stating that all
of the supplied information is true and acknowledging that
falsifying the application is grounds for termination.
A personal interview should ensue, as it is an invaluable tool,
giving employers a chance to evaluate the applicant’s reaction
to probing questions. During the interview, an employer
should ask about gaps in employment or education, question
the reasons for frequent job changes, and evaluate the
applicant’s overall demeanor and interpersonal skills.
An employer can also learn a lot from references. Not only
will an employer learn about the applicant, but also the
applicant’s choice of references could be revealing. When
speaking with references, employers should ask them the
reason for the applicant’s departure and eligibility for rehire.
An employer may also want to ask whether they believe the
applicant will be a good fit for the job in question.
In Wisconsin, it is illegal to deny employment because of
a prior criminal conviction unless the circumstances of
the conviction relate to the job in question. Nevertheless,
employers should check an applicant’s background for felony
convictions and then evaluate the nature and severity of the
conviction relative to the job in question.
Some employers require drug testing as a condition of
employment once they make a job offer. Often, merely
WE LIKE TO WATCH: www.sohobiztube.com 17
 “Avoid The Horrow Of Workplace Violence”
continued from page 17 finance
Once an employer learns of a problem, it must take immediate
action. This includes determining such things as what
happened, when and where it happened, and the identity
To Sell or Not to Sell…Taxing Questions
of witnesses to the event. As it gathers this information, an
employer should listen carefully to the perpetrator’s version For The Small Business Owner
of the incident, consider whether to suspend the perpetrator Jason Seyfert
during the investigation, prevent the perpetrator and victim
from coming into contact, keep the investigation confidential
Graphic Color Ad
Selling the business may be one of the toughest things a small When the context is fully understood, attorneys, accountants,
by only sharing information on a need-to-know basis, and business owner will ever do. Aside from the emotional aspects, insurance representatives and other financial professionals can
consider using the assistance of outside professionals. Talked to Mike. They will be plac- it takes time to sell a business and the sale can often stretch help the owner determine the most effective way to address
If an employer ultimately decides to terminate a potentially ing the ad themselves. We will see it out over a number of years. And, for those contemplating concerns such as minimizing the tax liability. The heart of
violent employee, it should alert security personnel (if it has on their proofs. the sale of their company or preparing ahead to retirement, the matter is to know where the owner wants to go with the
them) or area law enforcement. It should also alert the victim. concerns about the actual sale often revolve around taxes. But business and why.
If possible, the termination meeting should be held in a neutral minimizing the tax liability is actually an end result rather than
location - away from the work site. There should always be the heart of the plan itself. The issue most worthy of a business Finding clear objectives can be difficult, however. The
at least one other manager present during the termination owner’s worries is developing a solid succession strategy. emotional, physical and financial investment is so high, just
meeting, and the employer should emphasize business-related imagining stepping aside may be difficult. The objective,
reasons for the termination. It should also consider getting a Succession planning is a must to help ensure a promising third-party perspective of outside consultants can often help
restraining order against the employee. future for the business, maximize the sale price and minimize
an owner solidify and prioritize objectives. Professionals
the taxes due at the time of sale. A lack of careful succession
knowledgeable in business succession planning can also help
Workplace violence is a growing problem. Employers can help planning can be a major downfall for a business owner and is
business owners determine a future direction, develop a plan
to control it by reviewing hiring practices, establishing and a key reason why two-thirds of all family firms do not succeed
enforcing effective harassment policies, and taking problems to the next generation. and help increase the chances for a successful sale of the
seriously when they develop. Employers should also recognize business when the time comes.
that they might need to involve outside professionals to Unlike a family heirloom or a parcel of real estate, a business is
provide assistance and outplacement services that are beyond not something that can be easily valued and sold in a day or on Tax liability, while a valid concern, need not impede a business
their expertise. Ultimately, the best prevention may involve eBay. It is not self-sustaining and does not run on “auto-pilot.” owner from accomplishing his or her dreams. The most
nothing more than taking potential problems seriously with a If the owner were to leave or if a new person should step up to important step is to know exactly what those dreams are and
willingness to address them. the plate, a company’s shape, focus and ultimate success are developing a plan that can help turn them into a reality.
all at stake. A business, then, must be treated differently than
any other part of an owner’s estate and much consideration is
required in order to successfully transfer its ownership.
Why Is It So Hard To Hire
The process can vary from business to business, but some of
the steps in business succession planning include:
Good Sales People?
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in your pocket. motives. Are funds needed for retirement? Does the owner if you knew they would be successful? With a
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seller want to completely walk away from the business?

18 WE LIKE TO WATCH: www.sohobiztube.com WE LIKE TO WATCH: www.sohobiztube.com 19

 life and work balance
Jose Vazquez
‘Coach, I Did It!’
I don’t know where to start with coaching. I have to say it
has been one of the most rewarding things I have ever done
in my life. I can finally tell people I did something important
in my life! I often think about how empty my life would be
without my softball team. Those six hours I spend a week
with the girls, I learn more about living life the right way
than I do spending 100 hours a week with adults. There are
so many rewards it is hard for me to collect my thoughts, so
I will break down three of them.
20 WE LIKE TO WATCH: www.sohobiztube.com
i k e t o W a t c h
Love: The admiration and love I receive from the girls
cannot be replaced. I see them at the grocery store, their
eyes open wide and they scream, “Coach!” They run up to
me and give a big hug. Then they proceed to tell me what is
new in their life. That feeling can never be duplicated with a
We L
substance or man-made item. I firmly believe this is a basic
need for all entrepreneurs to function at their best.
Fundamentals: So many coaches concentrate
on winning that it takes the fun out of the game and leaves
girls lost on how to play the game properly. I learn that you
have to break it down to the absolute fundamentals of the
USA Today says
game. One season my team was extremely overmatched
on paper. I had the youngest and least-experienced team in
the league. Teams were whooping us bad, but by the end of
web video is
the year, we beat the best team in the league. The assistant
coach came to me and asked me how I was able to get the
girls to improve so fast. I told him that I learned a valuable
“Marketing Gold.”
lesson in life: I did not concentrate on winning but I did
concentrate on making the girls feel like winners.
So join the “Soho
So many leaders put the focus on the end result or the sales
goals and not the fundamentals it takes to reach the goals. I
now concentrate all my efforts on developing my sales team
and less on the results. It has been amazing to see. As the
belief in my reps goes up, so does their revenue numbers.
Man, life can be so simple. I know we have a way of
complicating things.
Gold Rush!”
Refreshing: This enlightenment has been
amazing. At times, I can get focused on the business from
sunrise to sunset. My mind is wrapped so tight around the
No bloopers or jokes!
business you could not peel it back with a crow bar. Since
I became a coach, I now have a healthy outlet to release
Just your products and
my mind from the business. For those two hours during a
game or practice, I forget I’m a business owner, I forget
services targeting
I’m married, I forget about all my challenges. My mind is
completely released from the world and 100 percent of my
your market.
concentration is on the girls. Watching the girls get better,
game-by-game, and having them yelling to me, “Coach, I
did it! I finally did it,” have become priceless memories in
Experience the
my life.
After the games, I’m alive with energy, and my mind is
benefits. Become
refreshed and ready to take on the challenges that will arise. a member today.
My mind is rested and ready to go at it 100 percent!
I could go on and on with the benefits of being a coach. I
Visit www.sohobiztube.com
highly recommend entrepreneurs get involved in any activity
that involves children. Children live off true principles, and
their energy is contagious. They will command your attention
and give your mind the break it needs from the business. I
assure you the rewards will be second to none.
WE LIKE TO WATCH: www.sohobiztube.com 21