All posts by Ian Hopkinson

Ian Hopkinson is a digital creative who is passionate about the online marketplace and its potential to enable smaller businesses to compete on a global stage.

Optimising ‘Awesome’

Your Customer is Not An Algorithm

Most of my business as the Mad Scientist comes from SEO so you’d expect me to say that SEO is the most important part of your Google presence, right? WRONG. The most important thing you can do to make Google love you is to make sure your site provides an excellent customer experience.

The way Google is ranking sites now means that if you are using best practice across brand, design, content, SEO, and social media, you’re heading in the right direction. What best practice is, well, that’s a bit up for debate depending on who you ask, but luckily all these areas of digital marketing are converging, which is as it should be.

Optimising your business for Google

With over 600 algorithm updates in the past year, Google is in full throttle, working to remove the crap from search results. I can’t believe that people are still buying shitty links from third parties and participating in link schemes. We found one a few months ago in Australia – a huge one, linking multiple accommodation sites to each other. It had been keeping them high in search engines for years and had gone undetected by Google. One of our clients had spent over 6 months trying to get ahead of some of these guys and out of frustration we went digging to find out what was really going on. Google’s algorithm hadn’t picked up on it at that stage, but it recently did and our client is finally ranking where they deserve to be.


Regardless of all this technical wrestling, and the struggle to prioritise where you actually invest your marketing dollar, the most important factor in this whole equation is your customer. I hear a lot of rhetoric from marketing professionals about how focused they are on this critical customer person. So often though, the customer is forgotten or temporarily pushed aside because a marketer or a creative or an ambitious and sometimes arrogant entrepreneur just wants to have an awesome-looking LinkedIn profile or website and impress people at parties talking about their smoke-and-mirrors business. Don’t chase the wrong thing.

How does UX impact SEO?

UX is actually quite straightforward to conceptualise but very hard to do well. In other words, it’s simple, but not easy. My advice on how you do it? Here you go:

Be awesome.

That’s it. I’m done.

Well, not quite. The practical on-site user experience should engage your customer. First, it should fit your brand vision and values, and be easy to navigate. A great mix of visuals – video and images – should be juxtaposed with some incredibly compelling and engaging information. Lead with your story and the needs of your customer, and they’ll hang around and come back often.

What does “be awesome” mean?

It starts from ground zero.

  • Your business must have a clearly defined purpose and vision
  • You should understand your customer inside out (demographics, psychographics, online platforms and behaviours)
  • You must have a meaningful and visually appropriate and appealing brand look and feel
  • Tell your story and relate to your customers through content
  • Help your customers make good decisions in their lives and connect/engage with them
  • Be transparent about how you run your business (e.g. supply chain, diversity and inclusion in the workplace, internal culture experience)
  • You should have a complete digital marketing strategy that is updated and executed often
  • You should have an awesome website with a great user experience
    • Good mix of images, video, and text
    • Answer your customers questions quickly
    • Make it easy for customers to contact you and/or make a purchase
  • Champion thought leaders within your business to have their own voice (providing it aligns with the company, of course)
  • Engage with your audience where they live (appropriate social channels and community events and sponsorship)
  • Have a consistent bricks and mortar branding experience
  • Deliver an exemplary product or service with every detail thought of and revised often
  • Have an ongoing PR strategy and traditional marketing outreach.

Told you it was simple.

Let’s optimise ‘awesome’

SEO can plug a few holes for you to start with but if you’re are not willing to execute the “Be awesome” directive, or at least start the journey, then you’ll be pushing shit uphill. And we all knows what happens when you push shit up hill long enough and then get tired. 

An SEO strategy is much more fun for everyone if we have something to optimise.

The 80/20 rule: A Digital Marketers reflections on the Pareto Principle

The Pareto Principle has had an honored place in management theory since the 1960’s

In the early 20th Century, Italian economist Vilfredo Pareto noticed something peculiar about the world that he lived in . 80% of the land in his country was owned by only 20% of its inhabitants. Similarly, only 20% of the pea pods in his garden contained some 80% of the peas. In 1941, Joseph Juran read Pareto’s work and expanded on it, realizing that in many situations 80% of the output was contributed by only 20% of the input. Calling what he termed the “vital few and the trivial many” the “Pareto Principle”.

The Pareto Principle has had an honored place in management theory since the 1960’s, with many seemingly strange correlations being noted. For example, it has been observed that 80% of decisions come from only 20% of meeting time, and that 20% of a sales force will produce 80% of the sales. Similarly, when applied to other areas of life the 80/20 principle still seems to hold. For example, anyone thinking back to school may recall that about 80% of the trouble in classrooms comes from only about 20% of the students.


Pareto, Pareto Principle, Digital Marketing

The Pareto Principle can also be thought of as applying to our personal lives as well. If we think about the people we know, it is often 20% of them that are giving us 80% of the most grief, while another 20% are giving us 80% of the most joy.

This has been extrapolated into the work day, where it is often said that only 20% of what you do will produce 80% of your results, so that when faced with multiple things to do, one should focus on those tasks and people that will the greatest benefit for the least input.

This means that we need to focus on what our goals are and how we can best move towards achieving those goals. Within many business settings, our goals will be fairly well defined by certain Key Performance Indicators, or by sales and production figures. Unfortunately a large number of small businesses don’t seem to have any goal beyond “stay financial” and as such, much time is wasted trying to do to much with too little. For example, in starting up a new restaurant, it is not sufficient to say that you want “everyone” to be your clients. Rather, you need to identify a niche and tailor your menu and marketing towards attracting that type of client.

Much of what passes as our work day is often taken up by fluff and things that aren’t really that important. Do your pens and paper clips really need to each have their own colour co-ordinated paper box on your desk? Or would you be better off spending the time getting on top of your accounts?

The key here is that we all need to identify those things that you can do and those things that other people can do and to focus everybody’s efforts on those tasks that value add, while putting those that don’t lower on the priority list.

We often can get caught up in trying to do everything ourselves, but need to remember we have been hired for a designated role, specifically for the unique skills that we bring to the equation. As such, we are often going to be at our most productive when we are engaged in those tasks that utilise our special skills and we would be better off delegating tasks that require lower levels of competancy. (Just don’t do what the US developer from Verizon did, I don’t recommend this approach.)

For example, the Australian Army once had all of its soldiers do work in the various messes. Given that your average tank soldier has no training in cookery, the jobs that they would do in the kitchens were unskilled and menial. This was an absolute waste of resources. Given that the Australian Army had spent tens of thousands of dollars training soldiers to crew armored vehicles, and pays them very well, it effectively had the most expensive bottle washers in the country doing work that they presented. Eventually, common sense prevailed and civilians were bought in on the award wage, thereby freeing hundreds of soldiers around the country to to what they were actually trained to do and saving hundreds of thousands of dollars in the process.

One of the best ways of implementing the 80/20 principle in the workplace Continue reading

SEO: EVERYBODY Pays – But Who Gets Value?

Everybody pays for SEO and web traffic, one way or another.  It may be in time writing blog posts.  It may be in favours from family and friends with varying levels of expertise and availability.  It may be in AdWords and Facebook Ads.  It may be the hidden costs of low rankings caused by out-of-date “tricks” that used to work.

Everyone who wants to be found on the Internet pays.

Not everyone gets value

There are a lot of people out there doing SEO.  It’s a new field that’s constantly changing.  There aren’t all that many experts, however.

We find that a lot of people are paying for SEO and getting pretty poor returns.  Aside from the straight-out scam artists, there are a lot of people who THINK they know how to do SEO because they’re smart and they’ve read some articles.

They may be very good at their day job, but if they’re not doing SEO full-time, they can’t possibly be keeping up with algorithm changes, Internet content changes, changing social media platforms and audiences, or the changing demands of new and more varied access devices.

How do you evaluate SEO quality?

First, you’re looking for a SEO provider who’s going to be a long term partner.  Then ask them about:

  • The breadth of their digital marketing expertise — in social media, in design, in core SEO algorithms, in marketing, in coding. (Your developer could be a great developer – and the worst possible choice for a digital marketer.)
  • The depth of their experience:   if you can find someone who’s been around since the Internet began, that’s a good sign in itself.  If they haven’t been working in digital marketing for at least 3 years, then think carefully.
  • Whether they have a team that’s able to deliver ongoing results.  You need to be sure you’re not just dealing with a “superman” professional who’s great – and going to overload and breakdown before he or she delivers (after a series of “too busy” delays).
  • Whether they are independent: do they exercise healthy scepticism about Google’s press releases and do their own research into what works?
  • How they will provide you with evidence of their results. How will they measure the results that they get for you (and how will they explain those measurements to you so you understand).

Are you concerned about whether you’re getting value?

We offer a low cost, no obligation Digital Health Check that will give you an independent audit about what’s working and not working in your digital marketing.  Contact Us to book your Health Check.



Outsourcing and SEO Rip-offs

Turnover isn’t a measure of SEO expertise, nor are awards. Many digital marketing companies outsource their SEO.

Beware SEO Outsourcing.

Find out how they do their work — do they outsource to other countries? The vast majority of outsourced work goes to “SEO chop shops” in countries with huge populations and low wages. SEO work outsourced to “chop shops” go from a model of “one solution fits all” where they pursue simplistic strategies that can be executed by subsistence-wage, minimum capability office workers working 50-60 hours per week.

What is delivered will probably match what’s promised — in terms of directory submissions, backlinks, etc. — but do the arithmetic and you can work out that they will end up doing 5 hours/week for you. That amount of time WON’T buy you quality.

Worse, the techniques they’re applying are out-of-date. They won’t get you better Google results – they’re a waste of time and — even worse — could end up earning you LESS trust with Google, not more.

You don’t need to be able to DO Search Engine Optimisation in order to understand how to determine its quality, but you do need to be a savvy purchaser. If your SEO provider outsources your work – dig a bit deeper and make sure you’re getting a service worth paying for.

In this video, Andrew Radics and Ian Hopkinson discuss ways in which a lot of SEO companies rip people off.


F–k New Years Resolutions

Another year comes to a close and people across the world rabbit on about New Year’s resolutions. I say “F–k that!” The reason for the headline is not to be sensationalist but to make a valid point. Part of your life’s routine and as a way of systematically breaking out of habits and behaviour patterns is goal setting.

Yes the end of the year is about reflection, renewing and re-evaluating our promises to ourselves and each other, but this should not be limited to the beginning of a new year.

This past year for me has been a revelation. I have been reminded yet again — that regular goal setting, be it for a day, week, a quarter (whatever time period it needs to be) is crucial. Why? Because it’s science, psychology, creativity. It is how our minds work — our brains are the most sophisticated super computers in the known universe and we have a pretty good understanding now, at least at a basic level, of how they work.

So what happens inside our heads when we set goals?

Ownership of goals becomes an extension of not only mind but our body.
According to the research of psychologists, neurologists, and other scientists, setting a goal invests ourselves into the target as if we’d already accomplished it. That is, by setting something as a goal, however small or large, however near or far in the future, a part of our brain believes that desired outcome is an essential part of who we are — setting up the conditions that drive us to work towards the goals to fulfill the brain’s self-image. (The Science of Setting Goals)
The brain apparently can’t distinguish between what we want and what we already have and neurologically our brains treat the failure of achieving a goal as a loss of a valued possession. When goals or missions aren’t accomplished the brain keeps working to resolve the desired outcome, in some cases, re-routing or rewiring our thoughts and ambitions — driving us towards accomplishment. In some cases, depending on the type or size of the un-attained goal, the brain can respond to this loss, causing us to feel fear, anxiety, even anguish.

Read more Geeky stuff at Lifehack.

Tony Robbins on New Years Resolutions

Do you remember how big the turn of the century was? This classic interview on the Larry King Show gave Tony Robbins an opportunity to get across his take on New Year’s Resolutions.



KING: We’ll talk with Tony Robbins about dealing with the New Year, resolutions, whether those things work, a new millennium, this whole concept. Is it jazzed up? Can you really use it?

OK, does it make a difference? Can you use a new year, a new millennium, year 2000 to make yourself…

ROBBINS: You can use anything. You can use a birthday with a zero on the end of it.

KING: I know. But isn’t it fabricated?

ROBBINS: It’s all fabricated. But there’s nothing wrong with that, you know. You know, all it is, is finding what are the triggers that’ll get you to finally decide. And for a lot of people, a new year, a new millennium, a birthday with a zero in it is a chance to re-evaluate their lives, for them, to reassess the gap between where they are right now and where they want to be.

And, Larry, every healthy person has that gap. I mean, everybody’s got a higher level desire, a dream life that they have. And the ability to close that gap comes down to saying, where am I really, and not lying to yourself, because that gives you the hunger to change. And where am I committed to being, not interested in being. The problem with New Year’s resolutions is most people make them because it’s the new year. They’re really statements of interests; they’re not resolutions, where you’ve resolved there’s nothing else but this. And getting yourself to where it’s a must and not a should is a secret. Because if you look at people’s lives, they’re getting their musts, not their shoulds. They’re making what they must make, not what they want to make. They have the level of intimacy they must have. Or if they don’t have a relationship, they must never be in pain. Well, then they’ll never be in a relationship. There’s pain in relationships, along with love.

So changing your shoulds into musts is how you create a lasting…

KING: If you do it because it’s 2000, fine, in other words, whatever your reasoning is?

ROBBINS: Well, if you look at it for that reason, if you just do it because it’s 2000, it will be over in a few weeks, because that’ll wear off.

KING: Why don’t resolutions usually resolve?

ROBBINS: Because as I said, most of them are statements of interest, and also because most people do not get themselves in a state of mind when they resolve something that your brain gets it. It’s kind of like, people set a goal, and it goes into their conscious mind, and they reject it, as the brain says, I’ve always failed in the past, it never lasts, and they rationalize. The next time their under stress, they go back to the old behavior.

But if you can instead change that pattern, the pattern of changes that looks like this, pain, enough of it you finally say all right, I am not going eat anything for the next 10 days, I am going to go on water fast, but about noon the first day, you start going juice is good for you, and about 2:00, you’re going sandwiches are bad, and by midnight, it’s French fries are wonderful, you know. So the ability to make it not just pain driven, but to find something that pulls you — most people are using push, I have to do this — when you can find something you want more than the hamburger, more than the smoking, then you have something you can create lasting change for.

KING: One of the definitions of insanity, the true definition is, repeating the same thing, expecting a different result.


KING: But yet, under that definition, there’s a lot of nutty people walking around, because we do that a lot, right? Yet that’s a definition of…

ROBBINS: I know.

KING: … repeating something again and again, expecting a different result. Why do we do that?

ROBBINS: Because we’re creatures of patterns, and because our patterns give us our needs.

KING: Even if the results are bad from the pattern.

ROBBINS: But you know, one of the things we get, even though you say it’s bad. Let’s say a person sets a goal then they don’t follow through and they feel bad about it, and they don’t follow through, and they — four or five times, they don’t want to feel bad, and so they say, I’m a procrastinator. And what they get by that is certainty. Because, Larry, if you look at people’s lives, the quality of your life is in direct proportion to the amount of uncertainty you can comfortably live with. If you’re not allowing yourself to be uncertain, you can’t grow, you can’t try to new things, you can’t start a career, you can’t go meet a new relationship, you can’t offer yourself anything that’s possible.

And a lot of times, people that achieve, in the beginning, they’re risk takers. I see this in a lot of 50, 60-year-old men, for example, and women who’ve made it, but once they made it they hang on to this, and they lost their hunger, and so now, they don’t take the same kinds of risks and so they don’t have the same excitement in life. They don’t find their passion. It’s in the realm of the uncertainty that you find all the passion in life. That’s where all the juice is.

And if you keep trying to do everything the same way to hang on to what you’ve got, you have no life.

KING: Are there — do you believe some people enjoy misfortune?

ROBBINS: Yes, because when you feel bad, what you do is connect with yourself. I believe there are six human needs that all human beings have. I’ve been now, fortunately, with about three million people in seminars, and I’ve been with God knows how many people beyond that in many forums. And I don’t care what country you go to, we have different beliefs, different values, same needs. We need certainty, so we work hard to get it. Some do it by controlling everybody. Some do it by operating from a frame of reference, saying you’re wrong, and I’m right, I don’t care what anybody says. We need uncertainty. We need to have surprise. We need to have variety. These two go in conflict. We need a feeling that our lives are significant and important.

We also need to feel unique. We also need to feel connected. We need to grow, and we need to contribute. And whatever people do, whether they take out a gun and shoot kids in Columbine or whether they visit with the president or whether they do a talk show, they’re doing it for a reason, one or more of these reasons. They’re getting something. They’re getting a connection of love. They’re getting a sense of significance. Their life has meaning. They’re getting some sense of variety, of surprise in their life. They’re getting a sense of certainty that, hey, they can make things happen. Maybe their growing, maybe their contributing. The more needs you meet, the more you do it. Smoking can meet those needs. Joining a gang could meet those needs. Going out and helping people in your community could meet those needs. It’s all choices…”

End of Transcript

Commit to Change, Commit to Mastery – Get A Coach

The Truth is Irrelevant – Reputation Management Online

On the internet Truth is irrelevant: Myth dominates reality.

The internet is everywhere. Over the last two decades it has gone from being a nerdy aspiration to an essential tool for business and pleasure. In 2013, a staggering 2.7 billion people accessed the internet! Critical to the success of the internet is not only its ease of access, but also just how easy it is to create content. Anyone is fairly much free to write anything about any topic they choose and it won’t cost them a cent. They can be as naughty and as nice as they wish, and once posted, for the most part – there isn’t really much that anyone can do to dislodge it.

Reputation is everything. It is so easy for an individual to post hurtful, slanderous, untrue and injurious information about you personally or your company based on nothing more than their deluded imagination. Do something stupid, provide poor customer service, or just annoy the wrong person and suddenly the internet can become a very hostile place.

online reputation management, mad scientist digitalOnline reputation can be destroyed in as little as a few minutes. With the advent of social media, such as Twitter and Facebook, anything that grabs a person’s interest for more than a couple of seconds can soon go “viral” and quickly become the dominant meme of the moment. Even if it doesn’t end up going viral, negative comments can quickly race to the top of search engine hits, so that anyone searching for information about you and your products is met with a barrage of condemnation.

This can not only devastate your business, but also your personal life. As many bullies learnt in the playground, sticks and stones only break bones, but names are really hurtful. Humans are social creatures and living life with the “Mark of Cain” is a humiliating and shameful existence.

On the internet Truth is irrelevant: Myth dominates reality.

For example, in 2009 a bushfire devastated many Victorian communities. 173 people died and over 400 were injured. Thousands of businesses were severely impacted. For some, this very real human tragedy meant nothing and a number of businesses reported receiving negative internet reviews that completely ignored the reality of the disaster and the fact that it can take many years to recover from this kind of trauma.

Of course, sometimes it is the truth that is the problem. Remember Mel Gibson’s racist rants? Or those of Michael Richards, the comedian who played Kramer on the TV hit Seinfeld? For both of these stars, severe damage to their reputations was entirely self inflicted and perhaps more damaging for being so.

Being able to protect your good name may feel like a daunting task, but online reputation and search results, can make or break your business. Online Reputation Management (ORM) should be an essential part of your online strategy. Good ORM gives you full control over your online search results. It will counteract negative press, social media attacks, rip off reports, forum posts and other negative search results pertaining to your business or name.

If you have positive top search results for your name or brand, this helps insulate you from attacks and bad press. So for this purpose, ORM should concentrate on building diverse properties to dominate the first page of major search engines with nothing but positive information that is individualized for each and every client.

A good ORM Campaign will help you defend your online name by pushing down the inaccurate and spiteful content in the search engine results. It should also establish your online presence by promoting positive content on hundreds of sources. This will help control and improve the perception of your business or searched name on the World Wide Web.

ORM Campaigns

In reputation management you get what you pay for. For a campaign to be successful, it must be well funded and have the final outcome in sight right from the very beginning. The primary objective of a reputation management campaign is the removal and repositioning of negative content from the front pages of the search engines.

95% of people don’t bother going onto the second page of the search results, so even a moderately successful campaign, that only pushes bad results onto the second page of a Google search will still manage to significantly repair any damage.

Less competent ORM companies will achieve this by simply creating placeholder pages. Done well, this keeps the front pages of the search engines occupied with your brand but these assets are essentially worthless, with no real marketing value.

A superior ORM company will not only repair your online reputation but successfully market your business or personal brand in the process. They will will successfully deal with negative content across multiple blogs, forums, review sites and more. Throughout the campaign, your ORM company should work with you to write positive, accurate and inspiring articles aimed at fortifying your branding clout, announcing and launching new products or serving other marketing purposes.

online reputation management, mad scientist digitalWith the exception of a well considered and strategically timed mea culpa, ORM created content is not written defensively, but is instead focused on advancing the long term interests of the brand, individual, or company. While ORM campaigns should be ongoing, even those of limited duration will create enough effective online content that makes it harder for negative content to drift back up the search engine pages at the conclusion of the campaign.

Which brings us back to Mel Gibson and Michael Richards. Both said some pretty toxic things, and when they did, any Google search of their names was swamped with references to what had been said.

But my guess is that in the intervening years only one of them has hired a competent ORM manager. Why? Simply because, as of the time of this writing, there is no mention of Mel Gibson’s various rants in the first four pages of Google listings and the first overtly negative hit (a Slate article describing him as a “narcissist”) is to be found buried on page five. On the other hand, the second hit for Michael Richards, right there on page one is the very unappealing headline, “Michael Richards Spews Racial Hate – Kramer Racist Rant”.

Of course, I have no way of knowing if Mel Gibson has in fact hired a competent ORM manager, because one of the most important things about ORM is that client privacy is paramount. A good ORM team are visible through their results, but invisible in the lives of the very people that they work so hard to protect.

How to Break Through the Clutter and Establish Your Business Brand with Social Media

8 Steps to Business Brand Social Media Greatness: Be unique, be your authentic self, consult an expert, write a plan, be engaging, be consistent and determined, be in it for the long haul and you’ll be on your way to social media, digital marketing, and business brand success!

digital marketing, social media, business brand, digital marketing expertAs a small or medium size business, your to-do list is likely as long as your arm, if not longer. When it comes to social media and your overall digital marketing, it’s no different. In addition, like any aspect of your business you’ll want to to do it well or not at all. To make an impact in social media you need a firm plan and an expert on your team to help you prioritise. So here’s a checklist to bookmark (heck, even print it out and hang it on your wall!) to check off your progress in transforming your business with social media.

1. Social Media Etiquette

  • Promote others selflessly without expecting anything in return
  • Listen with intent, respond in a timely fashion, and share relevant information preferably to help people
  • Engage regularly with those who share your content

2. Using Social Media

  • Treat Twitter like a conversation – listen, then join it
  • On LinkedIn, ask people you have worked with for recommendations, it helps sometimes to suggest what they could focus on
  • Create a Fan page for your business to build a presence on Facebook

3. Blogging

  • Write regular blog entries relevant and interesting to those who may be your customers or clients
  • Optimise your articles using basic SEO rules
  • Integrate your blog articles into newsletters and other social platforms

4. Social Media Training

  • Be clear on who is going to drive social media in your business and collaborate and train them as part of your ongoing plan
  • Work with a social media and/or digital marketing expert
  • Have a strategic plan for social media and your extended digital marketing efforts

5. Social Media Monitoring

  • Use recommended monitoring tools to track content and engagement results
  • Monitor and track trends and watch, view and analyse data
  • Build tailor made dashboards with your social media expert so you can explain data to  superiors and other colleagues

6. Social Media Listening

  • Set up google alerts for terms, words, and phrases that are directly related to your business
  • Read updates from others in your industry and engage in useful and regular conversations
  • Look at competitors as potential partners and talk to them like you would in any collaborative situation

7. Social Media Engagement

  • Be interesting, unique, relevant, and helpful to your community
  • Share others’ content (in some cases before you even share your own)
  • Interact with the community in a social discussion before pushing industry musings
  • Know when to stop selling if given the opportunity to push your own wares in the first place, it’s a little bit like “only speak when spoken to”

8. Social Media Analysis

  • Focus on driving engagement not just follower numbers
  • Metrics should relate to your higher-level business goals and speak to the core social media strategy
  • Consult your social media expert for meaning, there’s a reason for every statistic (even if a mundane and not particularly helpful one)

Social Media strategy with your business is a journey. Yes you should start with a clear plan, but be prepared to shift tactics once you get some solid empirical data. Don’t be obsessed with analytics however, have fun with it and listen to feedback from your colleagues, friends, partners, and even your competitors – yes shock horror, even your competitors!

The above tips are just the beginning and are obviously very much social media focussed. For further advice on a big picture integrated digital marketing strategy reach out to me

For more information on all things digital, you know the drill

Digital Marketing Collaborations

Social Media is about connecting and achieving with each other. Together with these groups, individuals and companies, we’ve collaborated to achieve great success in joint projects.

Health Tuned

Health Tuned was created in 2008 by two passionate and caring people, Mara and Bob Laurie.

Their love for life, good health and a desire to help others to be their best, was the inspiration and focus behind the Health Tuned concept.

Their vast experiences in both their sporting and personal career achievements and their care for others have enabled them to work with many different people.

Through their own personal journey, Mara and Bob realised that the abundance of choices available in the wellness area was not only confusing but it was getting expensive; there had to be a better way. Appreciating the many challenges of life, they willingly share their own personal knowledge to help others achieve health and wellness.

Rhino Money

Rhino Money is a mortgage broker with a difference. We are committed to saving you money by selecting the most appropriate home loan, commercial loan or investment loan for your needs.

Our mobile loan service will contact you anywhere with an extensive range of loan products from over 40 lenders. The variety of our loan products and the expertise of our mortgage brokers will ensure that you’ll receive the right loan for you – One with a competitive interest rate and a flexible structure that will continue to be appropriate for your future finance needs. RHINO MONEY also acts as a lender for specialised products including Short Term & Bridging finance solutions (Brokers welcome). Contact us for more information.


No matter if you are young or old, a beginner or an advanced player, you are going find something that will help take your playing to the next level. If you are looking for piano or keyboard lessons that will teach you how to play a song, with these online lessons it’s possible to begin today. This site is a place for you to learn how to make a SONG WORK OUT.

For those of you who’ve always struggled with the concept of playing without the sheet music, these video lessons can help you play the song of your choice by ear. For those already playing by ear, it will help expand your playing and give you fresh ideas to help you move forward.

For beginners it is an ideal way to quickly gain an understanding of musical concepts and learn to play songs on the piano or keyboard by ear.

The FREE LESSONS are available to everybody so take a look and you’ll get the idea. Learn a song or two on us!

For more information on all things digital, you know the drill