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15 May 2017
Welcome to The Cheshire Group eNewsletter

From The Cheshire Press (an imprint of The Cheshire Group, Inc)... Here's a suggestionOld Dame Dancing for a gift for someone on your list. Buy them a recently published book from our website.We have 42 books listed ranging from fiction to memoirs to business books, poetry, to war stories and to children's books. Most of which can be ordered directly from our webiste. A great idea would be to choose our most recent publication "Old Dame Dancing." a collection of casual essays and hilarious stories that will amuse and entertain everyone for just $14.95. You can order this book now by clicking on this link.

We haveEtymology total of six new books on English Structure and Etymology by Peter Beaven, a private tutor in Andover Mass. Just published are Etymology Books I through IV. All Beaven's books will be available on this month. Click here to learn about these new workbooks and order any of them from the website

This is the 74th 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."



You have a project or an idea that you really want to see accepted by your boss or colleagues or adopted by your company or sold to a customer. To accomplish your goal, you will have to persuade or "sell" and without doubt, one of your most inexpensive but powerful, success-securing tactics is enthusiasm.
     Enthusiasm is energy. Positive energy. And it is a magnet that attracts other energies to it. Lethargy, apathy and negativism, on the other hand, repel. But when you invest your project or idea with enthusiasm, you draw people to you and to your cause.
     Enthusiasm is contagious. It is a communicable quality and immunity against it is almost nonexistent. Only the most die-heard pessimist can remain apathetic in the presence of one who is cheerfully aflame with an idea.
     Enthusiasm is visionary. It sees victory. It sees possibilities. And it can compel even the less visionary souls to see it too. It is Sir Winston Churchill exhorting his countrymen to say not the struggle naught availeth. It is JFK challenging people to ask not what their country can do for them.
     Enthusiasm is passionate. Indeed possessed or inspired by God is one of its meanings. dare, then, to be consumed by your project. Fill yourself with the project's spirit. See it as holy cause and crusade for your idea.
     Are there risks in being enthusiastic? Certainly.
     The enthusiast opens himself to exposure. She says, in effect, "Here I am! This is what I am like and this is what matters deeply to me."
     There is a childlike quality to this willingness to be enthusiastic that is innocent and completely lacking in guile that adds a measure of purity of motive to the message. The person willing to reveal this about himself is very hard to resist.
     Enthusiasm is persuasive and inspiring.Teddy Look to the example of the great enthusiasts of the world and their accomplishments: Theodore and Franklin Roosevelt, Winston Churchill, Ronald Reagan.
     Be an advocate for your idea. Get exited about it. Excitement is hard to resist.


Crutch Words Many of Us Use.

Crutch words are words that we slip into sentences in order to give ourselves more time to think, or to emphasize a statement. Over time, they become unconscious verbal tics. Most often, crutch words do not add meaning to a statement.


Actually is the perfect example of a crutch word. It is meant to signify something that exists in reality, but it is more often used as a way to add punch to a statement (as in, "I actually have no idea"). The next word is one of the most chronically misused crutch words in English.


This adverb should be used to describe an action that occurs in a strict sense. Often, however, it is used inversely to emphasize a hyperbolic or figurative statement: "I literally ran 300 miles today." Literally is one of the most famously used crutch words in English. The next one, however, may surprise you.


This word is used to signal truth, simplicity, and confidence, like in "Basically, he made a bad decision." It should signify something that is fundamental or elementary, but too often this word is used in the context of things that are far from basic in order to create a sense of authority and finality. What's our next adverb offender?


This crutch word is used to assert authority or express incredulity, as in, "Honestly, I have no idea why he said that." However, it very rarely adds honesty to a statement. The next crutch word is perhaps the most famous one out there.


The cardinal sinner of lazy words like is interspersed in dialogue to give a speaker more time to think or because the speaker cannot shake the habit of using the word. Like should describe something of the same form, appearance, kind, character, or amount. But, very often, it is used involuntarily in conversation, just like um. Our next and final word is not so obvious.


This word should signify an action which is readily observable, recognized, or understood. Speakers tend to use it, however, to emphasize their point with regards to things that aren't necessarily obvious: "Obviously he should have thrown the ball to first base." What crutch words do you rely on?

Courtesy of

And How to Read Them.

Many years ago a business magazine published a valuable list of indicators that signal when you need to change something in order for you and your company to remain healthy.,


  • You find more and more competitors in your market.
  • You see others in your industry changing.
  • Your market disappears or your product no longer sells.
  • Your customers are leaving you for your competition.
  • Your annual growth rate is stagnant or beginning to diminish.
  • Your interest and values are out of sync with your business.
  • You 're more interested in something other than what you are doing.
  • You dread going to work in the morning.
  • You company is getting too big to handle.
  • You have a great idea you can't stop thinking about.
  • You're losing key employees to the company down the block.
  • Your business is no longer supporting your lifestyle.
  • Today is the same as yesterday is the same as last Wednesday—you haven't learned anything new, talked with anybody new, tried anything new.
  • Did you recognize any of those symptoms? Then some change is appropriate—even if it just means changing your mind.

    Small Business
    Computing Magazine


    An archivist in the department of advertising research at the University of Texas saves classified ads that have actually appeared in print. Here's a sample...


  • For rent: Six-room hated apartment.
  • Great Dames for sale
  • Mother's helper. Peasant working conditions.

  • For Sale: a quilted high chair that can be made into a table, pottie chair, rocking horse, refrigerator, spring coat, size 8 and fur collar.
  • For Sale: Antique desk suitable for lady with thick legs and large drawers.
  • GE Automatic blanket—insure sound sleep with an Authorized GE dealer.
  • Auto Repair Service: Try us once, you'll never go anywhere again.
  • Dinner Special—Turkey $2.35; Chicken or Beef $2.25; Children $2.00.

  • 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 imprint offers on-demand print book and enewsletter publishing. Our book publications are available in print and digital versions

    Enthusiasm-it May be Your Most Valuable Business Tool.

    Six Words That Can Ruin Your Sentence.
    Distress Signals and How to Read Them.
    Saw it in the Papers.






    "Luck is the result of preparation and opportunity."










    "Talent is like the marksman who hits a target which others can not reach; genius is like the marksman who hits a target... others can not even see."













    "Seest though a man diligent in his business? He shall stand before kings."

    The Book of Proverbs











    "Unless we change direction, we are likely to wind up where we are headed."

    Ancient Chinese Proverb

















    "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:

    Please send us an email and let us know your thoughts on The Better Mousetrap.
    Your comments and questions are welcome.