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Your EnterQuest Bulletin - Issue 275
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| Thought for the week: "I am an optimist. But I am an optimist who takes his rain coat." Harold Wilson |
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In this week's issue:
How to make your sales message sizzle
This week we explore one nifty little writing trick that can make your message more upbeat - last reference syndrome, where readers are more aware of the second half of a parallel than they are of the first half.
Consider the following two phrases:
"It was the worst of times, it was the best of times"
"It was the best of times, it was the worst of times"
The latter is actually the opening phrase from Charles Dickens' book, A Tale of Two Cities. Dickens probably used this trick to develop a drama and keep the reader interested.
The former is the phrase reversed, which leaves the reader in a more upbeat mood. Cheerfulness is crucial in a message as it invariably outsells unhappiness. And in a direct marketing message cheerfulness beats unhappiness every time.
Let's suppose you're a customer who asked for apples. Which is more likely to drive you out of the store, empty-handed, and which could persuade you to buy something?
Here are two more statements to consider.
The first statement places the emphasis on 'buy', which highlights spending money. With the second statement, the emphasis is on 'free' - so consumers think they'll get something for nothing.
Think about when you present a solution to a problem. Naming the problem and following up with the solution tends to outsell naming the solution first and following with the problem the solution has solved.
Here are some tips to help you optimise your writing:
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Keep the message cheerful and sell the good news, the solutions and the successful outcome.
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Name the problem first and then the solution.
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Use last reference syndrome to change a reader's perception without altering the facts.
This tip is an extract of an article from EnterQuest's sister publication, BETTER business magazine. Subscribers to the magazine can read even more articles to help them run a better business, including:
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Stephanie, the networking queen. Stephanie Cartwright-Randle had to build her venture twice over after the death of her business partner, and she has done so very successfully - thanks to some great networking skills. Bonnie Yuill discovered her secrets. (Issue 154)
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To receive a free copy of BETTER business magazine simply send us your name and address to enterquest@cobwebinfo.com, putting 'EQ magazine offer' in the subject box.
Each week we provide you with summaries of some popular or emerging business ideas in the UK and elsewhere around the world.
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Community-managed brewing business. BeerBankroll takes the concept of crowd-funding (where a community clubs together to run a business) and uses it to bankroll its own brewery and pub. It aims to raise $100,000 to start its own brewery. Everyone interested in the concept pitches in $50 a year and they get to participate in discussions and are consulted on decisions.
Regularly improving your vocabulary is not just about learning a new word and its meaning. It will improve your general knowledge and make you feel and act smarter in all sorts of personal and business situations.
Do you know the meaning of the word 'sapient'?
a) wise, sage
b) snake-like
c) bland, dull
d) bright, light
Answer at the end of the Bulletin.
The following topical business issues have been recently reported in the media. Did your radar pick them up?
1) According to researchers at Pegasus Software, one in four businesses surveyed say they spend what length of time in a year researching and complying with legislation?
a) a fortnight
b) a month
c) two months
d) three months
2) The Federation of Small Businesses (FSB) has expressed concern this week that one third of its members are as likely to be affected by energy price hikes as consumers. Why is this?
a) the members affected have more than one office
b) the members affected have just signed new energy contracts
c) the members affected work from home
d) the members affected are involved in manufacturing
3) Over half of businesses surveyed by researchers PMI Health Group have admitted they are unaware of a major piece of legislation, parts of which come into force on 27 October and could significantly impact on their working practices. What is its title?
a) the Return to Work Act 2007
b) the Welfare Reform Act 2007
c) the Workers' Health and Welfare Act 2007
d) the Health at Work Act 2007
Answers at the end of the Bulletin.
Ten questions a copywriter should ask you
If you're looking to ask a copywriter to do some marketing, sales or web copy, you'll probably have a list of requests that you want them to fulfil and deliver on. But do you know the questions a copywriter should ask you? This handy guide from Freelance UK alerts you to the questions that can be the difference between good and average copywriters.
Apply Web 2.0 technologies with Socialtext
Socialtext offers businesses content management, search, blogs and document creation facilities to help them build up their own online communities. There are also extras such as video and podcasting. The 'Personal Edition' is free of charge for five users, the small business professional version starts at $10 per user per month.
Help and information for creative businesses
Creative Clusters is a network of creative industry professionals, as well as an annual conference. The website offers a newsletter, a choice of networks to join and a downloadable presentation.
Keep up to date with business news
Magportal enables you to provide your customers with news and information relevant to your website or business. The newsfeeds enable you to link to articles about small business, marketing, strategy, future trends, technology and business planning.
Win an e-commerce web programme worth £400
EnterQuest has teamed up with Actinic, developers of e-commerce software for small businesses, to give a lucky reader the chance to win a copy of one of the top e-commerce web programmes.
Actinic Catalog is ideal for small businesses looking to sell their products over the Internet. It provides a range of e-commerce features and design flexibility needed to build and manage an individual and highly functional e-commerce operation.
The programme enables you to handle customer account management, taxation and shipping options, stock monitoring, content management, mailing list production and digital delivery for products. It also integrates with a wide range of online payment services.
Actinic is offering one lucky reader the change to win a copy of Actinic Catalog, worth £400. To be in with a chance of winning, simply answer the following question:
Q. What is the opening phrase to Charles Dickens' book, A Tale of Two Cities?
E-mail your answer, together with your name, address and daytime telephone number, using "Actinic Competition" as the e-mail subject line, to enterquest@cobwebinfo.com.
All entries must be received by 31 August. EnterQuest and Actinic will use the information you provide for their own marketing purposes only and your details will never be shared with any third parties (except to arrange delivery of the prize). Competition rules are available on request.
This book offers comprehensive guidance for small business owners and contains information on the exemptions and provisions made to small firms. The book also offers short cuts and practical solutions to help you stay within the laws of health and safety. Check out:
Just one word answer
The answer is a).
Sapient means wise, sage.
The entrepreneur was sapient in negotiating the amount of equity he was prepared to give to the business angel. |
How's your business radar? The answers
1) The answer is c) - Businesses reckon they spend two months out of twelve trying to comply with red tape. Many believe the time spent trying to comply with legislation is detrimental to innovation in the UK.
2) The answer is c) - According to the FSB, around a third of its members run home-based businesses and these could be just as affected by energy price hikes as consumers.
3) The answer is b) - The title of the legislation is the Welfare Reform Act 2007, parts of which come into force on 27 October this year. It will provide measures for businesses to support employees to get back into work after ill health. |
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Good luck
The EnterQuest Team
This information is meant as a starting point only. Whilst all reasonable efforts have been made, the publisher makes no warranties that the information is accurate and up-to-date and will not be responsible for any errors or omissions in the information nor any consequences of any errors or omissions. Professional advice should be sought where appropriate. |
