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15 August 2016
Welcome to The Cheshire Group eNewsletter

From The Cheshire Press ... Here's our newest Tacking Lessonspublication-a book of poetry: Tacking Lessons, by Nancy Miller.

In her new poetry collection, poet, memoirist and musician Nancy Bailey Miller takes the reader with her into the tricky waters she navigates like the gifted verbal sailor she is: dreams, memory, family history, shifting relationships, the familiar seen as with the fresh eyes of the traveler, the unfamiliar tamed and rendered ours, new places and situations explored by a mind blessed by restlessness and keen powers of observation.

Purchase a copy from the cheshire press website today.

This is the 65th issue of The Better Mousetrap. We have archived all the previous issues on our web site. It is easy to review all of them. Just click here for the list or go to the Cheshire Group web site and click on the link that says "Newsletter Archive."


Just because you know what you're doing, there is no guarantee that everybody else knows. If your corporate name doesn't say something revealing about your business, consider adding a subtitle or slogan that helps folks get a handle on what you do.
     Here are some company names that are strong enough to stand alone without help from a slogan:
     Custom Window Treatments by RebeccaCustom Window Treatments by Rebecca
     Patriot Pest Management
     Trickett Woodworks Co.
     Calhoun Chiropractic
     NECO Engine Centers
     Carroll Electrical Service
     Here are some company names that need explaining:
     The Acme Company
     G&H Co.
     Johnson Sales Co., Inc.
     Howe Sound (Believe it or not this was not an audio company, but a firm located on a body of water called Howe Sound).
     Here are two company names that successfully include an explanation:
     The Cheshire Group, Inc. - Corporate Communications
     Beaven & Associates - Private Tutors

     Here are some actual companies that have made a stab at explanation and failed:
     Hallmark Health - Caring where you live. Is this an assisted living facility, a physician's referral service, an HMO or none of the above? If you guessed a physician's referral service you're right.)
      Crocker Sales Co., Inc. - Quality since 1919 (Did you correctly guess that Crocker sells spas and hot tubs? No one but old man Crocker cares that the company has been around since 1919, especially since spas and hot tubes were unknown back then.)
     Tighe - Another load from Tighe (A warehousing and distribution outfit or a fertilizer company?) The motorist caught in heavy traffic behind a Tighe truck may have cause for wonder if and when that load will be dropped.)

     Never assume that everyone knows your name and what you're about. Make sure that your name or slogan really tells.


David Ogilvy (1911 - 1999)

Rolls Royce Ad - David Ogilvy
David Ogilvy's 1958 full-page Rolls-Royce Ad

David Ogilvy is considered by many to be the greatest marketer of the past century. Author of "Ogilvy on Advertising" and "Confessions of an Advertising Man." He invented the Man in the Hathaway Shirt (with an eye patch) and the bearded Commander Whitehead spokesman for Schweppes tonic water.
     "The wickedest of all sins is to run an advertisement without a headline."
     "Unless your campaign is built around a great idea, it will flop."
     "The consumer isn't a moron, she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her."
     "You should try to charm the consumer into buying your product. This doesn't mean that your advertisement should be cute or comic. People don't buy from clowns.

Denny Hatch, Target Marketing


A Modern Glossary for Workplace Survival.

Handshake is probably the most important business tool there is. It originated in ancient days when two men wanted to show they were not armed. "Look, Ma," the greeting said, "no club." That function has not changed.

Hobbies are often the sole link between a workaholic and his humanity. The more elevated the executive, the more entranced he usually is with his antique guns, boats in bottles, boats out of bottle, toy banks, salmon farming, antique watches, tiny tin soldiers, telescopes, single malt Scotches or yo-yos, just to name a few.

IT is short for information technology. Its specialists comb the corporation, solving computer problems for people in need. As they do, they are secretly planting bugs, worms, Trojans and a variety of devices that will one day be activated by the giant mind of the internet, incapacitating humankind and ushering in the rise of the machines.

Kicked Upstairs is the fate of those who must be deprived of the pleasures and pressures of daily office life through expulsion upward, not downward. To ease the beloved dinosaur into the tar pit, management must afford him a plump post with no authority. Thus we see a bustling president puffed into an impotent chairman with a staff of two, a post in which he is free to take an infinite job lunch and play with his paper clips.

to be continued

Stanley Bing
in the Wall Street Journal


Here are some fillers—quotes that might someday be apt or funny—and we dip into this cache when we need to illustrate a column or make a point,

"Now all you have to do is hold the chicken salad, bring me the toast, give me a check for the chicken salad sandwich and you haven't broken any rules."

     Jack Nicholas in Five Easy Pieces after a
waitress has just refused
to bring him an order of toast.


"Ted, you know the way you are?
Well, don't be that way."

Lou Grant to Ted Baxter
on the May Tyler Moore Show


Be careful. The toes you step on today could be connected to the ass you have to kiss tomorrow.


Click here to visit the NFIB websiteWe are a proud member of the National Federation of Independent Business. For more information click on the logo.

The Cheshire Group is a full service Print and Digital Advertising Agency. We offer services for Web Site Development & Maintenance, Search Engine Marketing, Search Engine Optimization, Print and Digital Media Advertising, Brochures, Direct Marketing and Publicity. Our Cheshire Press division offers On-Demand print book and enewsletter publishing. Our book publications are available in print and digital versions

Maybe You'd Better Explain Yourself.

The Greatest Marketer of the 20th Century.
The ABCs of Business-Part IV.
Fill'er Up. .





"You can only get what is yours by giving the other person what is his"

Wallace Wattles









"Prayer is not a 'spare wheel' that you pull out when in trouble, but it is a 'steering wheel' that directs the right path throughout."











"The secret of getting ahead is getting started."

































"Build a better mouse-trap and the world will beat a path to your door."

Ralph Waldo Emerson

You can build it but they don't have to come. Let your market know the product is there.


THE BETTER MOUSE-TRAP helps you do it. To do it even better call The Cheshire Group at
978 475-1478 or visit us at:

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Your comments and questions are welcome.