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15 February 2017
Welcome to The Cheshire Group eNewsletter

From The Cheshire Press ... Here's a suggestion for a gift for someone on your list. Buy them a recently published book from our website.We have over 34 books to chose from ranging from fiction to memoirs to war stories and to children's books. A great idea would be to chose our most recent publication "Old Dame Dancing." a collection of casual essays and hilarious stories that will amuse and entertain everyone. You can order this book by clicking on this link.

This is the 71st issue of The Better Mousetrap. We have archived the most recent issues on our web site. It is easy to review them. Just click here for the list or go to the Cheshire Group web site and click on the link that says "Newsletter Archive."


Remember Building 19? Sure you do. The founders were brilliant.
     First, they had an objective to make as much money as possible selling stuff. Almost any stuff. Stuff that they had scrounged and purchased for next-to-nothing.
     Next they adopted a position; "Good Stuff Cheap."
     Then they asked: What markets would be attracted to good stuff cheap?
      1) People who can't afford to pay a lot of money for stuff and 2) people who can't pass up the thought of a "deal"—the idea that they are getting something for nothing.
     The founders loaded their stuff into a vast building and proceeded to make a lot of money.
     Enough so that they could open more vast buildings (#19-1/2, #19-3/4, etc. They made so much money that they could have afforded snazzier retail space.Never Eat More Then You Can lift But they wanted a confusing, messy warehouse atmosphere. Almost a parody of schlock. Theirn ads were messy too. But the ads were an artform of themselves. People read the ads like comic books and laughed all the way to the store. (In terms of creative time and ad space, those "comic books" cost plenty.)
     The founders were also featured prominently in the ads as affable, slightly subnormal schlemeils who discount dramatically to their own disadvantage.
     But if you think those founders were as dumb as they said or if you think they had lifestyles that matched their cartoon counterparts you're probably still waiting for the Tooth Fairy.
     Now the point here is simply this: you don't have to like what you sell...your product doesn't have to be something you'd buy...but you do have to understand that someone will like it and someone will buy it. So you need to appeal to the needs and tastes of your market and consistently target your message and product to that market.
     Understand also that down-and-dirty is a valid market niche. You can make a lot of money with a down-and-dirty market niche. George Hormel did.
     In his meat packing business George had a problem with parts that weren't meaty enough to sell as ham and not fatty enough to package as bacon. Pork shoulders for example.
     George Hormel chopped the shoulders up, added some spices and some meatier cuts, and pressed the stuff into cans where it would keep for months.
     Well Hormel's invention—Spam—snuggled into a neat little market niche. It was inexpensive, convenient, tasty and it kept for next-to-ever.
     The U.S. government gave Spam a powerful promotional push during World War II by including it in the diet of every G.I. Many soldiers left the service swearing never to eat Spam
again. But it's a funny thing.....Spam is still being made and sold , so somebody's eating it. Here are a few people who are:
     Koreans consider Spam an imported luxuryPigs Are Your Style item and give cans of it as gifts.
     Hawaii has the highest per capita rate of Spam consumption in the U.S. (and the highest life expectancy in the nation as well, so go figure).
     Every minute, every day 228 cans of Spam are eaten.
     It isn't glamorous but it sure is profitable.
     So which would you rather be? Glamorous...or rich?



TEN COMMON BENEFITS...Pick The One That Turns Your Prospects On.
     1. To make money
     2. To save money
     3. To save time
     4. For recognition
     5. For security/peace of mind
     6. For convenience/comfort
     7. For flexibility
     8. For satisfaction/reliability/pleasure
     9. For status
    10.For health

If you have a product or service to sell, then you have a target prospect to influence. It helps to know what turns that prospect on. Or off. There's an excellent—almost sure—chance that one of these ten benefits will hold the key to each sale. Size up your prospect's agenda, then try to select a matching benefit—the one that will most likely push that prospect's button—then package your pitch in the benefit of choice.
     Ten common benefits was developed by Rebecca L. Morgan who has written a great, hands-on workbook called Professional Selling. Although first published more then 10 years ago it is available in paperback on Amazon for only $5.00


Thanks to a Better Mousetrap reader for sharing this chuckle with us.

     "Hello and welcome to the Psychiatric Hotline:

     "If you are obsessive-compulsive, please press 1 repeatedly."

     " If you are a co-dependent, please ask someone to press 2."

     " If you have multiple personalities, please press 3, 4, 5 and 6."

     "If you are paranoid-delusional, we know who you are and what you want. Just stay on the line until we can trace your call."

     "If you are schizophrenic, listen carefully and a little voice will tell you which number to press."

     If you are manic-depressive, it doesn't matter which numbers you press. No one will answer. "


A Modern Glossary for Workplace Survival

Sales is the activity of making another person buy something he or she didn't know they wanted. A sales career is not for everyone: Failure is bleak and terrifying, a gaze into the essential alienation of existence. Success, on the other hand, is sudden and almost sexually satisfying.

Social media is linking all human life on the planet into one gigantic brain stem throbbing with unintelligible thought.

Title is very, very important. Don't let anybody tell you different. A new title—particularly one that is publically announced—is worth a ton more than a lousy 5% raise. If they don't want to give you a quantum shift from associate to manager, take an incremental elevation to something like senior associate. If you're already a senior associate and they won't make you a manager, fight to be a senior executive associate. And money will eventually follow, falling out of the upper regions of the corporation as those who determine compensation forget your title change was meaningless and simply look at all those adjectives in front of your name.

Travel is really fun for about 10 years. Then you get tired of bouncing on the bed. Fortunately, as the rigors of the traveling lifestyle begin to wear, you will be growing in power and status and eligible to stay in ridiculously sumptuous surroundings on sheets with a high thread count.

to be continued

Stanley Bing
in the Wall Street Journal

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When Down and Dirty Brings Home The Bacon.

Ten Common Benefits...
Psychiatric Hotline .
The ABC's of Business, Part X.






"A good networker has two ears and one mouth. Use them proportionally ."

Ivan Misner









"A man can never have too much red wine, too many books or too much ammunition."

Rudyard Kipling












"For a temple to be built, a temple must be destroyed."












"The planter, the farmer, the mechanic and the laborer...are the bone and sinew of the country."

Andrew Jackson






"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.