Ensuring health and safety by good work design is essential to maintaining your business's productivity and success, its safety record and to engage and motivate your workers through positive interaction. Good work is healthy and safe work whether hazards and risks are eliminated or minimised in order to prevent injury. Good work is also where the work design optimises human performance, job satisfaction and business success. A work designer is anyone who makes decisions about the design or redesign of work. They not only include experts such as engineers, architects, agonimists or psychologists but also everyday decision makers in the workplace such as those responsible for staffing rosters, IT systems and the way work is done. Those with a primary duty of care and those with specific design duties relating to the design of machinery, substances and structures under work health and safety laws also have a role. To assist with planning and implementing good work design, work health and safety regulators, unions and employer groups nationally have agreed on 10 good work design principles. Let's look at the 10 principles and how they've been applied at two workplaces, Holy Cross Laundry and Burstos Funeral Home. We specialise in providing health care linen to the major private hospitals in the Brisbane area. We employ about 150 people, of those 40 people have an intellectual disability. Our work cover history was pretty dismal to be quite honest. The culture wasn't the best that it could be. We were moving to a situation where our work cover claims were more than our annual surplus and we've been able to turn that all around. As a result of the strategies that we implemented, we reduced our claims by 85% over a two-year period. Burstos is our fourth generation funeral home and since 1900 there's about 40 staff in total. The funeral industry is actually quite a high pressure industry to work in. You're dealing with families in their most vulnerable times. There's such social risks no matter how small an issue it might be within an organisation for that individual it can lead to depression and anxiety and a lot of stress for them. The thing that probably stresses me the most about the industry is you want to help everyone and just feeling helpless to go that step further. Grief takes many forms. There are pressures on us for time. If you imagine that I am a wedding planner that's exactly what I do except I only have three days to complete the task. If we have a funeral at three o'clock on such a day that's exactly what has to happen. Say in a half hour period we could have six families call up and they all want us at the same time to go and meet with them to bring their loved ones into our care. The ten principles of good work design fit into three sections. One, why good work design is important. Two, what should be considered in good work design. And three, how good work is designed. Let's have a look at the first set of principles starting from the outside of the model and moving in. How is good work designed? Principle seven, engage decision makers and leaders. Principle eight, actively involve the people who do the work including those in the supply chain and networks. Principle nine, identify hazards, assess and control risks and seek continuous improvement. Principle ten, learn from the experts, evidence and experience. These four, how principles are the actions or steps that should be used to achieve good work design. Work design or redesign is most effective when there is a high level of visible commitment, practical support and engagement by decision makers. Steps should be taken to engage them in the good work design process. Leaders can support good work design by ensuring the principles are appropriately included. For example in key organisational policies and procedures, proposals and contracts for workplace change, managers responsibilities and key performance indicators and business management systems and audit reports. Work health and safety laws require employers to consult with their workers and other stakeholders such as supply chain partners. This step in the good work design process is an effective strategy to give workers a sense of ownership of the change and to use their knowledge and experience to provide solutions for work design problems. Good work design should systematically apply a risk management approach to the key workplace hazards and risks. For the long term sustainability of safe and healthy work, designs or redesigns should be continually monitored and adjusted to adapt to workplace changes. This includes obtaining feedback and new information to continually improve design. This improvement in work design also requires ongoing collaboration between the various experts involved in the work design process. Holy Cross Laundry employed these principles when designing a new laundry facility at Banyo. This was a unique opportunity for them to comprehensively review the work environment and how work is done. Holy Cross Laundry and Burstos provide an insight into how they manage this redesign process. We were very serious about it, it wasn't just about ticking a box for us, it was we wanted to make these improvements. We were also able to look at how we benchmarked ourselves against other industries. I think they've also put a big focus on consulting with their staff. One of the first things that was undertaken was a survey of staff on workplace health and safety issues. We did total risk assessments on every single piece of equipment that was in the laundry and we've done that through partnerships with different people, with our external consultants with Workplace Health and Safety Queensland, with our team members taking feedback on board.  The management team here have been very hands-on in the design of that building and the workflow of the building. Every consideration that we can possibly think of, every scenario that we can think of has been built into that laundry to make it as safe as it can, as efficient as it can be. Employers are always introducing new processes in their existing workplaces, introducing new plant and equipment into their workplaces. All of those types of changes are an opportunity to design out hazards that exist in your workplace. We do everything that we can to make it more comfortable. When we go to the new place, the environment will be much more amenable. Bestos Funerals also looked at work redesign to better manage work-related stress. In felt that there were some psychosocial risks within the organisation, but couldn't really pinpoint any one particular thing. The survey tool was provided to Bestos and then they went about surveying their own organisation. They highlighted three areas for potential improvement. And they related to time pressures, the emotional demands of the job, and also team conflict within the organisation. So after the survey we had quite a few changes. Are they consulting more with their staff? We created a branch department managers meeting. Anything that is a potential issue, we sort of get onto it before it happens. People know who they need to go to, to have something changed, improved, updated. It had to be upper management, middle management, staff, all working as a team to create an environment that is happier, better, closer team. 12 months later, Bestos underwent and completed the same surveys. Those key factors that were identified in the first survey around time pressures, emotional stress and conflict were virtually non-existent. Management should be really helping getting to know their staff and getting to identify what makes them tick and what's important to them and so that they can get the best out of the staff. Let's make them happy. Let's help them enjoy their work environment. What should be considered in good design of work? Principle four, good work design addresses physical, biomechanical, cognitive and psychosocial characteristics of work together with the needs and capabilities of the people involved. Principle five, good work design considers the business needs, context and the work environment. Principle six, good work design is applied along the supply chain and across the operational life cycle. The what principle should be considered by those people in the organisation that have design responsibilities. These three principles are a good way to consider all aspects of the work that should be included in the design or redesign. To identify potential risks and hazards, you need to look at the key characteristics of the work as shown in this diagram. It is important to look at these in combination. For example, introducing a new computer-based monitoring system may change. The force, movement and posture required and the vibration associated with these tasks, physical, chemical or biological hazards, the intensity, complexity and duration of tasks, job control, supervision or peer support required. The business needs, context and work environment can be important factors in work design. For example, the organisational structure and culture. Good work design should be applied along the supply chain and at all stages of the operational life cycle, from start-up, routine operations, maintenance, downsizing and cessation of business operations. At Holy Cross, workers and managers identified what needed to be considered in the design of their new facility by looking in a holistic way at issues across the workplace. We're pulling and tugging at linen, we're separating linen. Trolley movement is a big issue in terms of if a lot of trolleys need to get pushed around the plant. The manoeuvring of the trolleys, because that's a dangerous stuff, where the trolleys can be heavy. Trollies were being pushed around in tight, confined areas, which was leading to a lot of crushing injuries, people getting fingers jammed between the trolley and fixed structures and people being struck by trolleys as well. One of the other major things that we needed to do was to change the culture and the organisation. We've looked at how the bags are handled so that we can, as far as possible, reduce the weight of the bags on the individual. We extended the conveyor belt at the foot of the sorting area. To enable bags to be dropped onto the conveyor so people don't have to take weight. It was right there, it was slightly raised, so we minimised the bending, the lifting, the pulling, the tugging, and all of that that needed to happen. So we sort of redesigned that area. They also had some issues with their loading docks and people potentially falling off those loading docks. So when we came to purchase new trucks, we slowly said, well, what can we do here in the design of the truck to improve that? We implemented a system whereby we had spring-up rails on the side of the tailgate. So when the tailgate was lowered, the side rails would come up. Holy Cross Laundry had some significant challenges, primarily due to the age of the workplace that they were working in. That's a fairly hot, sweaty environment here, and it doesn't take me much to sweat at all. I'm only going to think about working and not start sweating. The airflow isn't the best, yes. We've got industrial fans. Yes, we've got everything that we can put in place to make it as comfortable as possible. You know, during the very hot times, we take more breaks. The team members have ice pops. Which we all appreciate, I'm sure. And you grab one and hide behind the back so you can have another one. I haven't got one yet. It's about health and well-being of our team. So it's nice when you come to work that you can actually enjoy being at work. At first eyes. The other thing that came out of it was an evaluation of my leadership style, the famous 360. Where the worker gave him feedback on his performance. So one of the key things that came out of that 360 feedback was to restructure the organisation and in such a way that Ian didn't have so many people reporting to him. In the organisation structure there was Ian and then there was all the workers underneath him. So he didn't have any supervisors or team leaders or other managers that worked for him.  That in itself created more of teamwork, a cohesiveness that everyone was part of the overall team. They made some great efforts to integrate our teams. Firstos integrated a counselling service for its staff and our families. Whether or not it's something to do within work or if it's something in our private life that is actually causing us stress. People in specific areas needed certain tools or certain processes to be implemented to be able to do their job better and in a less stressful way. Firstos went about setting up processes and systems to provide that to their staff. One of the key things I think that came out of it too was we talked about emotional stress. And part of that happens within funeral services in relation to people transferring people from hospitals and homes to our funeral home. And one of the things that they showed concern about was bariatric patients, which are overly obese. And we created a special unit for our transfer vehicles that enable us to carry people of any weight, 300, 400, 500 kilos if necessary, with no ergonomics issues at all because the unit does the whole lot of it. Why is good work design important? Principle one, good work design gives the highest level of protection so far as a reasonably practicable. Principle two, good work design enhances health and wellbeing. Principle three, good work design enhances business success and productivity. The last three principles, the why principles, outline the benefits of good work design. Good work design will assist you to comply with work health and safety laws. Good work design prevents harm but can also enhance the health and wellbeing of workers because satisfying work with positive social interactions are good for people's physical and mental health. Good work design can lead to direct cost savings, particularly when problems are addressed before they arise. Yes, what we've done here is we've tried to remove as much manual handling as we can. My favorite thing in the new laundry is the trolley tipper and the bag hookup. My favorite thing are the bag tracks and the new conveyor belts because it helps us not to lift those bags anymore. The trolley tipper now empties the bags onto a conveyor belt. The conveyor belt takes it on a journey to the bag rail system. That takes it on a journey and it comes up here on this platform to the sorting deck. When it's on the sorting deck just behind me, the team member just needs to loosen the cord. So we removed all of those manual handling concerns that we had. We now have conveyor belts that do that not only in the main sorting area, but in the clean sorting area as well. So we've reduced the amount of trolley traffic. I think it's the less chance of accidents because we've got more wider space to go through. So we're trying to improve the working conditions. One of the things that we've done, which hasn't been done before, is to isolate the dryers from the rest of the plant because they generate the most heat, lint and noise. We've got very high ceilings, so we've got natural light coming in. The roof's been designed so we get a cross-flow ventilation. We've got cooling systems near the sorting deck, so it's a more pleasant environment for them to work in. I believe it'll set a benchmark for how workplace health and safety practices can be adopted in a broad range of industries. We ended up with a longer-term staff. There was less turnover, happier, better, closer team. The changes have been observable. You can see it in people's performance. You can see it in people's camaraderie, marked respect for each other. The 10 principles of good work design can be applied to help support better work health and safety outcomes and business productivity. They are deliberately high-level and should be broadly applicable across the range of Australian businesses and workplaces. Just as every workplace is unique, so is the way each principle can be applied in practice. To explore how good work design can be useful for your workplace, visit www.swa.gov.au. WorkSafe, HomeSafe. WorkSafe.qld.gov.au.


All right. Welcome back to video number two in the Get Email Marketing Clients video series, a five-part video series on how to make one to $10,000 per month writing emails for clients. In this video, we're going to talk about your dream client and how to get them, and then also how to make sure that you're reaching out to the right clients. So here we are in the series in video one, the last video. If you haven't watched it yet, make sure you go back and do so. We talked about the freelance copywriting model explain and why it's a great place to start. Make sure you watch that before you watch this one or this one's probably not going to make too much sense, but let's jump right into it now. So here's what we're going to cover today. First the five criteria of a dream email copywriting client.  We'll talk about the three things that you need to get your dream client and how to get clients using a fake portfolio. And don't worry. This is not shady. It's not black cat. It's not 100% ethical as long as you follow what I'm going to tell you in this video. But let's hop right in. So five criteria of a dream email copywriting client. What do I look for when I'm going out and searching for clients? Number one, they're doing mid six to seven figures a year or more. So your dream client should be able to easily afford your services. You don't want to be battling back and forth on price because it's their last dollar or they can't rub two nickels together. You want to make sure that they're already an established business, right? They're already doing well. They have an offer or product or service that converts and they're selling stuff to the two to mid six to seven figures or a year or more. And they should be able to easily afford your services, which is anywhere from a thousand to $5,000 per month, right? So that's number one. This is the easiest thing to make sure that you get better paying clients is to just target clients that are established businesses that are not just brand new startups who don't have their first customer yet. Which is a very common mistake, by the way. Number two, sales products or services online. So email can definitely work for local mom and pops. I'm not saying don't target them if that's an industry that you want to work with like local businesses, but businesses who sell stuff via the internet are the easiest to get trackable results for. So I like to work with companies and businesses who sell their products and services online or for the most part online. Number three, a clear understanding of their market. This is so crucial because as a copywriter, it's not really about wordsmithing, right? It's not about writing the best words or the fanciest words. It's about knowing the market and being able to speak to their pain points and their problems and their challenges and where they want to go, right? So if you go to a client or a prospect and you ask them who they serve, who their market is, and they say we help everyone, or everyone, every button. Slowly turn around and walk away, right? Just don't work with them. Don't take them on. Even if you need the cash, just trust me. You're not going to want to work with someone who has no idea who they're actually serving. So slowly turn around and walk away. Make sure that you are working with a client who clearly knows their market because that's going to make sure that you do a good job and that you're able to write emails and copy that actually sells their stuff, right? And that's going to make you look good. It gets you a testimony or a case study and then you can use that to get more and better high paying clients. Number four, has an email list. You are an email copywriter. You're not a list builder. Well, I guess you can be a list builder if you want, but it makes your life a whole lot more difficult and complicated and overwhelming if you're trying to build their list and write emails to their list at the same time. So if you're an email copywriter, remember that your only deliverables is words on a text doc or a Google doc that you're handing over to them and they're sending it to their list to help them generate more sales. So that makes your life a whole lot easier if you're just handing over a text doc rather than just building and setting up opt-in pages and landing pages and running traffic to it. You don't want to be in charge of all of that. It's just going to be very, very, very difficult to manage all that at once. You want to work with businesses who already have an email list and just need to milk more sales from it. And a lot of businesses, if you don't believe me, go to any business's website, get on their email list, their newsletter and then see what they send out. Most businesses won't even send you an email right after you opt-in. They'll send you like a confirmation, but they won't send you any kind of welcome email or any kind of sequence to get you into any of their paid products or programs. So you want to go to businesses that already have an email list and work with those where you don't have to build their list for them. You're just writing emails to monetize their existing asset. Number five, the fifth criteria is to find businesses that are already spending money and advertising and marketing. Super important. This could be in the form of paid ads, employees, freelancers, or working with agencies. The last thing that you want to do is have to educate a client on why they need to be spending money on marketing. If they're not spending, they don't have any employees that are marketers or salespeople or they're not working with agencies or freelancers or not running any paid ads, you're going to go to them and they're going to say, tell me why I need to spend money and marketing and advertising. And most likely this business, if they're not doing that, they're probably going to be out of business within six months to a year. But that's a different story. You don't want to have to educate them on why they need this. That's just, you don't want to deal with that. So finding companies who fit these five criteria is crucial. If you take on a client who's a bad fit, you won't be able to do a good job, and they're going to blame you for it. So if you go and pick a bad client who doesn't fit one of these criteria and you can't get them results, they're going to say it's your fault. They're going to say, hey, something's wrong with what you're doing. And a lot of the time it's not even your fault. It's just that you might have picked the wrong client to work with where you can't actually get the results. So picking a client that fits these five criteria is huge for making sure that you can get results, get a testimonial, get a case study and turn that into more and better, higher paying clients. So let's take a look at an example. Let's say that you work with a new startup, someone who hasn't gotten their first client or customer yet. You write them killer emails at sell, the best emails ever. You can be the best email copywriting on Earth, but they have no list to sell it to. What do you think is going to happen? You can write them the best emails in the world, but what's going to happen? They don't have an email list, so they can't use it. But they're going to come back and say, where are my magical sales, Sean? You said you were going to get me sales. You wrote me these emails. Where are my sales? So you can write the best emails in the world, but if you work with a wrong client who doesn't have the right assets for you to help them monetize, you can't get them results, and they're going to blame you for that. So the best copywriter in the world in this example wouldn't be able to get them results. Number one copywriter in the world wouldn't be able to get them results because they don't have anything to, they don't have traffic. They don't have an email list. They don't have any way to utilize that copy. So follow these five criteria, very important. These are my personal recommended five criteria. You might have your own after you're doing your own research, but this is where I recommend you start if you have no idea where to start. It ensures that you can only, that you only work with businesses that you can help, which is very important. So let's talk about the three things that you need to get your dream client. Number one, you need a defined niche. So you should have a clear idea of the types of companies that you want to work with, right? You want to work with e-commerce. You want to work with online fitness, course creators, service providers. Get clear on who you are targeting. This is going to make your life a whole lot easier because now you can get really, really focused on a certain niche, a certain industry, and really speak their language when you're doing outreach, which we'll talk about in video number three or video number three. So the next one. Number two, you need an irresistible productized service offering. So this means a service where the value exceeds the price they pay, and where every client gets that same core service. So when you sell a productized offering, you remove time as the basis on which you're paid. You're getting paid based on the output and the results, not based on the amount of hours you work. So an example could be daily emails. You might be writing them an email every weekday for these clients. And you're not getting paid on hourly. You're getting paid a monthly package. It could be, let's just say $3,500 per month, which is what we started with, and you're writing 20 emails. And each of those emails could take you 10, 20, 30 minutes to write. You're still getting paid the same, whether it takes you 30 minutes to write or two hours to write. So it's not really attached on your time. That's not how you're paid. It's attached to the output and the results and what they're getting. And a productized service offering allows you to do that, to separate time as the basis on what you're paid. Number three is a small portfolio. So especially in the copywriting space, it's important that clients want to see what you've done. And it doesn't need to be sample. Like if you're just getting started, it doesn't need to be samples of exactly like clients that you've worked with. Everybody has to start somewhere. So if you didn't have your first clients yet, create a fake portfolio, right? Just make up a business, make up a company, and pretend that you already have them as a client and write emails for them, right? This is 100% ethical. You're not saying I have this person as a client or this is a real business if you create a fake business. You're saying here is some samples of my work. This is the types of companies that this email is targeting. This is the types of products that they're selling. And it's 100% ethical. So let's talk about how to do that now. How to get clients using a fake portfolio. Or how to create a fake portfolio. Once you've nailed down the niche you want to target and your product-to-service offering, do the following. Number one, find a company that you'd like to work with. So search for a company in your niche that you'd love to write emails for. So for example, if you're targeting CBD companies, there's a company called Pure Canna. You might use Pure Canna as an example. Look, pretend you already have them as a client and write an email to sell their products. That's the beauty of copywriting, is you can write up samples and practice before you even get your first client, which is gonna help you get that first client, which is creating a sample of a portfolio of your work. Number two, write two to three sample emails. Pretend as if you already landed them as a client. Write a few emails to sell their main flagship product. Number three, you're gonna use these samples for outreach. This is 100% ethical as long as you don't lie by saying they're your client if they're not. Prospects wanna see that you can write and the samples demonstrate that you can do that. So step one, find a company you'd like to work with or you can create one, create a fake business as long as you don't say it's real. Number two is to write two to three sample emails. Pretend you already have them as a client and write emails that sell their products. And number three, use these samples when you're doing outreach, which we'll talk about in video number three next week. You can even create fake businesses, I just mentioned this, but with fake products to write emails for. This will help you to practice your copywriting and sharpen your skills far before you ever get a client, right? So if you, I mean, you could start with targeting companies that you'd like to work with, like Pure Canna, but if you can't, if you wanna get creative with it, you can create some fake businesses with fake products and write emails for them, right? Again, clients just wanna see that you can write. The main thing is that you are writing every day. Practicing, sharpening your skills and getting good at the craft. That's what clients wanna see most. They wanna see that you can write, right? They can write, that you can write emails that sell. That you're good at what you do and that you have the skill to help them make more money with your words, right? That's the main thing that clients care about is that you can get them results and that you can write words and they feel confident in your ability to do so. So recap of what we covered. We talked about the five criteria of a dream email copywriting client. Go back and watch this video again and take a picture if you need to. The three things that you need to get your dream client and how to get clients using a fake portfolio or creating fake businesses and writing emails as samples for those fake businesses. So no excuses, okay? Even if you don't have your first client, this is how you go and get your first client. Next week, we're gonna talk about how to reach out to clients without feeling like a sleazeball, right? Doing prospecting and outreach to clients who fit our dream client profile. If you haven't yet, make sure you join the Facebook group, www.emailrainmaker.com that'll take you to my Facebook group, which is free. You'll answer three questions to join. I'll approve it within a few days. And I share a ton of extra stuff in there as well. So I'm looking forward to seeing you in the group and looking forward to seeing you next week. Make sure you like this video and comment below with any questions and I will see you again real soon.