to The Cheshire Group eNewsletter
The Cheshire Press (an imprint of The Cheshire Group)...
newest publication is the sixth in the series of novels from
Nancy L Parsons. In The Ghost and the Forger, all
the elements of a Nell Bane
novel come into play: psychology, ethics and intrigue.…H.H.
Willoughby is a forger by profession, and he wants to write
his memoir. To do this, he needs a ghostwriter so he engages
Nell Bane. Willoughby is an endearing fellow—charming
and engaging—but their partnership carries Nell to the
limits of the law and causes her to wonder if she is aiding
and abetting a criminal. Furthermore, the ominous presence
of Willoughby’s accomplice, Woodford Stone, haunts Nell
and foreshadows trouble as the novel’s action moves
through museums, studios and art galleries.You can order a
copy of this book for yourself or as a gift just
click on this link.
TO WRITE MAGNETIC KEYWORDS.
may not be your company's web master but it is possible that
someday you'll be challenged to come up with keywords for your
company's web site, or for some other purpose.
Keywords, just briefly, are literally
"keys" that unlock the databases, or indexes on search
engines. They are also words that a web visitor might use to
initiate a search for you or your company.
Fred Marckini, author of Secrets
to Achieving a Top Ten Position, has developed a few tips
for writing powerful keywords. Here are some of his ideas.
1. Chose your words carefully.
Make lists of words that people are apt to use to look for you.
These are keywords. You can make them more magnetic by creating
power combinations that help refine searches. Combine keywords
into phrases. Think of different ways to say the same thing.
If cheap hotels is one of your keywords, you might
also write inexpensive hotels.
2. Consider misspelling a few
keywords. For example, if you often see the typo hotle
for hotel, you may have a powerful keywords there.
Bad spellers may be good customers too.
3. Location may be important.
For instance, cheap hotels Boston may put people on
4. Use long versions and plurals
of your keywords. Some search engines use word stemming—i.e.
they search for word roots. If ski is one of your keywords,
consider using skiing; word stemming search engines
will catch both ski and skiing.
5. Avoid stop words. To save space
most search engines skip articles and common words like a,
the, and, an, of, that, too, web and homepage.
Try to edit out stop words,
One last tip" when writing
keywords, offer to host a brainstorming session with several
others. Think outside the box and try to get as many words and
combinations as possible. You can always weed out the weaklings
later. The person charged with preparing your website for the
search engines will be much more successful if the keywords
he or she has to work with are as strong as they can possibly
ON A TUESDAY.
struck me on a wet Tuesday morning as a moderately good idea
made me famous" wrote David Ogilvy in Confessions
of an Advertising Man. The moderately good idea involved
ducking into a drugstore on the way to an ad presentation
and buying it for $1.50, an eye patch.
Ogilvy & Mather had just
gotten the task of of introducing the Hathaway shirt to the
national market. The young shirtmaker
longed for the brand recognition that the Arrow Shirt Man
had achieved for the Arrow company. The catch was Arrow had
spent two million dollars for that brand recognition. Hathaway
only had thirty thousand.
Ogilvy's creative people came
up with eighteen approaches. The eighteenth involved a model
wearing an eye patch. but this concept was regarded as weak
and was set aside.
David Ogilvy's spur-of-the-moment
purchase was a whim that revived the eighteenth concept. It
also worked a miracle.
The Hathaway people had the
sense to let Ogilvy run with the concept and as Ogilvy himself
said, "I just dressed the man in a shirt and an eye patch
and photographed him in places where I'd most like to find
myself; conducting the New York Philharmonic in Carnegie Hall,
playing the oboe, driving a tractor, fencing..."
Is there a moral here? There
is if you want to construct one. How about...never stifle
a good impulse?
TIPS - PART THREE.
are the easiest things you can do—without adding
significant costs—to improve email response rates
area that is simple and yet often underused is styled
"alt text." More than 67% of all email messages
receive block images by default. However, in many cases,
instead of seeing the images that are included in the
email, the recipient will see alt text, which is copy
controlled in most cases by the email sender.[It may
be a good idea for the sender to add "title text"
in the code in order for the alternative text to appear].
Marketers have the option
to use styled alt text, allowing for the alteration
of the text font, color, size, style and weight. This
styled version will display in the majority of email
recipient inboxes instead of the images that are most
often not getting displayed. Testing the copy and styling
in this area is important because more recipients may
ultimately see this information.
Lastly, consider time
zone-adjusted email deployments, Time of day matters
more than ever in driving email performance. Acquisition
email campaigns that are delivered after noon see a
26% drop-off in performance compared with those delivered
earlier. Thus setting your send schedule based on the
time-zone of the recipient is critical.
The optimal window for
performance is to have your acquisition email delivered
between 5:30 a.m. and 10 a.m. local time. To focus on
just one time zone is doing your campaign a massive
to Business Online
SAID ENGLISH HISTORY IS BORING.
are some more facts about England in the 1500s:
had thatched roofs, thick straw piled high, with no wood underneath.
It was the only place for animals to get warm, so all the
cats and other small animals (mice, bugs) lived in the roof.
When it rained it became slippery and sometimes the animals
would slip and fall off the roof. Hence the saying "It's
raining cats and dogs."
was nothing to stop things from falling into the house. This
posed a real problem in the bedroom, where bugs and other
droppings could mess up your nice clean bed. Hence, a bed
with big posts and a sheet hung over the top afforded some
protection.That's how canopy beds came into existence.
to be continued.
to BMT reader
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