Click here for Cheshire Group Web Site If you have a problem printing or viewing this e-mail just click here Click here for Cheshire Press Web Site
15 September 2017
Welcome to The Cheshire Group eNewsletter

From The Cheshire Press (an imprint of The Cheshire Group, Inc)... One of our newest publications is a wonderful poetry book titled VIEWPOINTS by Barbara Bulova Brown,.. Not just for the poetry-lover, VIEWPOINTS is a collection of a quarter century of Ms Brown’s work, which includes black and white illustrations of her oil paintings, drawings and photographs. The author welcomesViewpoints - A Book of Poetry the reader to participate in her journey. The book features an honest account of various moments and thoughts describing an arc from youth through marriage and widowhood to the present. Ms Brown treats life’s rewards as well as its trials, from the irksome to the outrageous, via such topics as childhood, marriage, home-owning, politics, art, nature, aging, illness and death. In Dark Musings: In the early lightness of night/It is not and is a challenge/To see that which you cannot… Back in the thinning thick/Where woodpeckers knock beak on bark/Of hollowing over-watered trees…You can order a copy of this book for yourself or as a gift just click on this link.

This is the 78th 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."


 All customers and clients aren’t equal. It is wise to recognize this when you are working out marketing strategies. While you are strategizing, take the time to prepare a model of the customers you would most like to have and while you’re at it, write a description of the ones who are less valuable. And then make a third list headed: “Business we really don’t want to see.”
     To put it another way, don’t waste your bait on minnows that keep you from landing bigger fish.
     The marketing minds in a small component manufacturing company took a hard look at what had been taking their bait. They were initially quite pleased with the increased traffic their web site and new advertising campaign were bringing in. Then they discovered that much of the new business was for small orders (onesies/twosies), each requiring hand-holding and a great deal of time and commotion in the shipping department.
     When the company understood that the volume of this small-potatoes traffic was leaching profits, they adjusted their promotional approaches to target people who were designing for large production runs—a far more lucrative market. Studying the customer model made it plain that sheer numbers of inquiries and orders were not the ultimate measure of success.
     It may be hard to do, but sometimes you have to follow the example of this component company and throw back the ones that aren’t keepers.


“In the semiconductor business, the only market share you really care about is the one you maintain when the market is mature. To accomplish that, a firm must convince sufficient numbers of customers to ‘design in’ (that is, integrate) your chip into their products. So the task force established the goal of achieving two thousand ‘design wins’ by the end of [the year]."

William H. Davidow,
writing about the effort to restore Intel’s
preeminence in the semiconductor market.

This is a splendid example of a quantified objective. How do you know whether you have achieved your goal? Well, did you realize two thousand design wins by the end of [the year]? It’s a yes/no answer. When setting your marketing objectives, be certain to set times, dollar amounts and other figures.
     “Too often marketing programs are designed in an ivory tower. The sales force can instantly recognize a plan that will not work, so feedback from the field is critical. If the salespeople don’t buy in at the outset, you should probably start over.”

Williams H. Davidow

Give your salesfolk a playbook. And don’t call an audible they can’t hear.


Another TigerDirect catalog is on its way to the trashcan, a victim of unfulfilled promises and compromised customer loyalty. Here is a short story with a moral.
     Once upon a time, several years ago, in an office not very far away, a solid TigerDirect customer noticed that a CD-ROM of clip art, which he had purchased the previous week from TigerDirect, was being offered with a companion disk for exactly the same price as the original, single CD. The customer called TigerDirect and asked if the deal could be extended to him. The customer was told he could expect the new shipment within the week.
     Time passed. The customer placed another call to TigerDirect and was again told that the CD would be coming. This order taker added sincere-sounding apologies for the tardiness in fulfilling the first promise.
     The customer waited. But nothing came.
     Irritated now, the customer wrote a letter to Carl Fiorentino, the highly visible president of TigerDirect, who used to furnish his photograph in every issue of the catalog along with a chest-pounding “Tiger’s Price Guarantee.” The customer explained the series of events and asked specifically for Mr. Fiorentino’s reply.
     “So what are you going to do about this?” he wrote. “Ignore my request once again or live up to your written promise? I await your reply.”
     He is still awaiting.
     Meanwhile, the TigerDirect customer became a PC Connection customer.
     And while waiting to hear from Mr. Fiorentino, the customer spent roughly $5,000 on office supplies and equipment. PC Connection got his business.
     “I pay a bit more,” the customer concedes, “but PC Connection has an account manager just for me. They make me feel important and they let me know my business is valuable.”
     For the cost of a first class postage stamp and the time spent on a short letter, Carl Fiorentino could have kept $5,000 worth of business within his company.
     He doesn’t know, of course, what this breech of customer loyalty cost him. But if he treats other customers this way, it could add up to something that affects TigerDirect’s bottom line.
     Now here comes the lesson: Customer loyalty is built one small gesture at a time. And it has something to do with manners. Just treat people the way you’d like to be treated and you will be happy and prosper.


1. Never under any circumstances take a sleeping pill and a laxative on the same night.

2. If you had to identify, in one word, the reason why the human race has not achieved, and never will achieve, its full potential, that word would be “meetings.”

3. There is a very fine line between “hobby” and “mental illness.”

4. People who want to share their religious views with you almost never want you to share yours with them.

5. And when God, who created the entire universe with all of its glories, decides to deliver a message to humanity, he WILL NOT use, as His messenger, a person on cable TV with a bad hairstyle, exhorting you to send money.

6. You should not confuse your career with your life.

7. No matter what happens, somebody will find a way to take it too seriously.

To Be Continued Next Month

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

Are Minnows Stealing Your Bait From Bigger Fish?

Davidow on Marketing Plans.
Tiger Not-So-Direct
Advice Your Mother Didn't Give You But Probably Should Have.





"Goliath is Winning!.”

Dale Buss









"The difference between a cult and a religion is that one outlasts the founder."

Rakesh Khurana






"For everything you have missed, you have gained something else, and for everything you gain, you lose something else."

Ralph Waldo Emerson






"Civilized society, so it seems, is so numbed by violence that it has lost its gift to be disgusted by evil."

Judea Pearl



















"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.