to The Cheshire Group eNewsletter
The Cheshire Press ... Here's our newest
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
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
YOU'D BETTER EXPLAIN YOURSELF.
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
Here are some company names
that are strong enough to stand alone without help from a
Custom Window Treatments
Patriot Pest Management
Trickett Woodworks Co.
NECO Engine Centers
Carroll Electrical Service
Here are some company names
that need explaining:
The Acme Company
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 -
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
Never assume that everyone knows
your name and what you're about. Make sure that your name
or slogan really tells.
GREATEST MARKETER OF THE 20th CENTURY
David Ogilvy (1911 - 1999)
David Ogilvy's 1958 full-page
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
"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
Hatch, Target Marketing
ABCs OF BUSINESS-PART IV.
A Modern Glossary for Workplace Survival.
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
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.
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
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
in the Wall Street Journal
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,
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.
you know the way you are?
Well, don't be that way."
Grant to Ted Baxter
on the May Tyler Moore Show
careful. The toes you step on today could be connected to
the ass you have to kiss tomorrow.
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